垄断竞争市场的厂商均衡
7.4 Equilibrium of the Firm Under
Monopolistic Competition
教学目标 Objectives：
? 了解垄断竞争的市场条件
? 掌握垄断竞争市场的需求曲线和收益曲线
? 掌握垄断竞争市场的短期均衡条件
? 掌握垄断竞争市场的长期均衡条件
知识点 Knowledge：
垄断竞争的市场条件, 垄断竞争市场的需求曲线和收益曲线
垄断竞争市场的短期均衡和长期均衡条件, 价格歧视
技能点 Skills：
理解垄断竞争对消费者和生产者的影响
Monopolistic competition
independence
product differentiation
non-price competition
production development
advertising
inelastic demand
Excess capacity
minimum-cost
diversity of product
专业词汇 Professional terms
一、垄断竞争的含义与条件
Monopolistic competition It can best understood
as a situation where there are a lot of firms
competing,but where each firm does nevertheless
have some degree of market power,each firm has
some choice over what price to charge fro its
products.
一、垄断竞争的含义与条件
Assumptions of monopolistic competition
?There are quite a large number of firms
?There is freedom of entry of new firms into the industry
?Unlike perfect competition,however,each firm produces a
product or provides a service in some way different from its
rivals
二、垄断竞争市场上厂商的需求曲线
垄断竞争厂商的需求曲线
0 Q0 Q2 Q1 Q
D2
D1P1
P0
P
E
F
三、垄断竞争市场上的短期均衡
垄断竞争厂商的短期均衡
0 Q0 Q
SMC
D D2
D1B
A
P0
P
四、垄断竞争市场上厂商的长期均衡
LMC
LAC
d＇
d(AR
)
P0 M
E
0 Q0 Q
垄断竞争市场厂商的长期均衡
MR
P
五、垄断竞争市场上的非价格竞争 non-price competition
Non-price competition involves two major
elements,production development and advertising.
?The major aims of product development are to produce a
product that will sell well (i.e,one in high or potentially high
demand) and that is different from rivals’ products (i.e,has a
relatively inelastic demand due to lack of close substitutes).
? The major aim of advertising is to sell the product,This can
be achieved not only by informing the consumer of the
product’s existence and availability,but also by deliberately
trying to persuade consumers to purchase the good.
五、垄断竞争市场上的非价格竞争 non-price competition
非价格竞争的主要手段有：
?产品差别
?产品变异
?广告
六、对垄断竞争市场的评价
Excess capacity (under monopolistic competition)
In the long run,firms under monopolistic
competition will produce at an output below
their minimum-cost point,
Monopolistically competitive firms may have
fewer economies of scale than monopolies and
conduct less research and development,but the
competition may keep prices lower than under
monopoly.
六、对垄断竞争市场的评价
对消费者而言，有利之处：
第一，由于垄断竞争市场的产品有差别。因而可以满
足多样化的市场需求，充分体现消费者的消费个性。
第二，由于产品的差别是包含了销售条件如品牌，售
后服务等，所以企业会不断地提高某品牌的质量，改
善售后服务，从而又有利于消费者。
不利之处：
产品价格高于边际成本，与完全竞争相比，消费者被
迫多支付市场价格。
六、对垄断竞争市场的评价
生产者来说,有利之处在于：
垄断竞争的市场条件有利于技术进步，在完全竞争市
场上，由于缺乏对技术创新的保护，因而不存在企业
技术创新的动力，在完全垄断的市场结构中，由于没
有竞争，缺乏技术创新的压力。在垄断竞争的市场结
构中，既存在对技术创新的保护，如专利等，又存在
着同类产品的竞争，具有较大的外在压力。
不利之处,但在垄断竞争市场条件下，由于长期中不
可能在平均成本最低点上实现最大利润，因而其资源
利用效率要比完全竞争市场低，存在着一定的资源浪
费。
7.4 Equilibrium of the Firm Under
Monopolistic Competition
教学目标 Objectives：
? 了解垄断竞争的市场条件
? 掌握垄断竞争市场的需求曲线和收益曲线
? 掌握垄断竞争市场的短期均衡条件
? 掌握垄断竞争市场的长期均衡条件
知识点 Knowledge：
垄断竞争的市场条件, 垄断竞争市场的需求曲线和收益曲线
垄断竞争市场的短期均衡和长期均衡条件, 价格歧视
技能点 Skills：
理解垄断竞争对消费者和生产者的影响
Monopolistic competition
independence
product differentiation
non-price competition
production development
advertising
inelastic demand
Excess capacity
minimum-cost
diversity of product
专业词汇 Professional terms
一、垄断竞争的含义与条件
Monopolistic competition It can best understood
as a situation where there are a lot of firms
competing,but where each firm does nevertheless
have some degree of market power,each firm has
some choice over what price to charge fro its
products.
一、垄断竞争的含义与条件
Assumptions of monopolistic competition
?There are quite a large number of firms
?There is freedom of entry of new firms into the industry
?Unlike perfect competition,however,each firm produces a
product or provides a service in some way different from its
rivals
二、垄断竞争市场上厂商的需求曲线
垄断竞争厂商的需求曲线
0 Q0 Q2 Q1 Q
D2
D1P1
P0
P
E
F
三、垄断竞争市场上的短期均衡
垄断竞争厂商的短期均衡
0 Q0 Q
SMC
D D2
D1B
A
P0
P
四、垄断竞争市场上厂商的长期均衡
LMC
LAC
d＇
d(AR
)
P0 M
E
0 Q0 Q
垄断竞争市场厂商的长期均衡
MR
P
五、垄断竞争市场上的非价格竞争 non-price competition
Non-price competition involves two major
elements,production development and advertising.
?The major aims of product development are to produce a
product that will sell well (i.e,one in high or potentially high
demand) and that is different from rivals’ products (i.e,has a
relatively inelastic demand due to lack of close substitutes).
? The major aim of advertising is to sell the product,This can
be achieved not only by informing the consumer of the
product’s existence and availability,but also by deliberately
trying to persuade consumers to purchase the good.
五、垄断竞争市场上的非价格竞争 non-price competition
非价格竞争的主要手段有：
?产品差别
?产品变异
?广告
六、对垄断竞争市场的评价
Excess capacity (under monopolistic competition)
In the long run,firms under monopolistic
competition will produce at an output below
their minimum-cost point,
Monopolistically competitive firms may have
fewer economies of scale than monopolies and
conduct less research and development,but the
competition may keep prices lower than under
monopoly.
六、对垄断竞争市场的评价
对消费者而言，有利之处：
第一，由于垄断竞争市场的产品有差别。因而可以满
足多样化的市场需求，充分体现消费者的消费个性。
第二，由于产品的差别是包含了销售条件如品牌，售
后服务等，所以企业会不断地提高某品牌的质量，改
善售后服务，从而又有利于消费者。
不利之处：
产品价格高于边际成本，与完全竞争相比，消费者被
迫多支付市场价格。
六、对垄断竞争市场的评价
生产者来说,有利之处在于：
垄断竞争的市场条件有利于技术进步，在完全竞争市
场上，由于缺乏对技术创新的保护，因而不存在企业
技术创新的动力，在完全垄断的市场结构中，由于没
有竞争，缺乏技术创新的压力。在垄断竞争的市场结
构中，既存在对技术创新的保护，如专利等，又存在
着同类产品的竞争，具有较大的外在压力。
不利之处,但在垄断竞争市场条件下，由于长期中不
可能在平均成本最低点上实现最大利润，因而其资源
利用效率要比完全竞争市场低，存在着一定的资源浪
费。
