管理经济学MBA（英文版）

ManagerialEconomicsLiuHoujunApril,2004IntroductionCoreProblemstoDealWithObjectBasicResearchApproachTools1一.CoreProblemsforMEtoDearWithCoreProblemsofEconomicsMEisthestudyofhowproducersandconsumersusescarceresourcestoproducevaluablecommoditiesanddistributethemamongdifferentgroups.CoreofEconomicsLimitedgoodsUnlimitedwantsGoodsarescarcebecausetherearenotenoughresourcestoproduceallthegoodsthatpeoplewanttoconsume.TheLawofScarcityHowtochoose?WhatHowForwhom二.MEandMicroeconomicsManagerialEconomics：Economics＋DecisionMaking＋Statistics管理经济学为工商管理的其他课程提供了基本的思维方法和分析工具。MicroeconomicsMostcontentofMEcomefromMicroeconomicsMicroeconomicsanalyzesthebehaviorofindividualcomponentslikeindustries,firms,andhouseholds.IndividualComponentsIndividualconsumersFirmsOwneroffactors三.BasicResearchApproachofMEFourTypes：IndividualvstotalapproachStaticvsdynamicapproachQualitativevsquantitativeapproachPositivevsnormativeapproach个量与总量分析法Microeconomics—Individualapproach.Analysisdealingwiththebehaviorofindividualelementsinaneconomy,suchasthedetermin-ationofthepriceofasingleproductorthebehaviorofasingleconsumerorbusinessfirm个量与总量分析法Macroeconomics—Totalapproach.Studieseconomicaggregates(totalnationalproduct,totalemployment,inflation,moneysupply,etc.)Connectionanddifferencesbetweenmicroecon-omicsandmacroeconomicsTherearenopriorityandrelativeimportancebetweenmicroeconomicsandmacroeconomicsTheaggregateofmicroeconomicsisnotequaltothemacroeconomicsThewholeisnotalwaysthesumoftheparts—Thefallacyofcomposition静态与动态分析法Staticapproach—“Otherthingsareheldequal”ceterisparibusDynamicapproach—AffectedbyotherfactorsSuchasincome,thepricesofothercommodities,taste,prediction,thechangeoffactorsetc.定性与定量分析法Qualitativeapproach－Thenatureofthematter.Quantitativeapproach－Statisticaldata.PositiveEconomicsvsNormativeEconomicsPositiveEconomics—WhatisTheanalysisoffactsanddata,“thewaythingsare”NormativeEconomics—WhatoughttobeValuejudgments,orgoals,ofpublicpolicy.实证与规范分析法四.ToolsofAnalysisLiteraryEconomicsMathematicalEconomicsGraphs–PicturesatExhibitionDemandIndividualDemandandMarketDemandArcElasticityandPointElasticityPriceElasticityofDemandIncomeElasticityofDemandCrossElasticityofDemand2一.IndividualDemandandMarketDemandDemandScheduleDemand（P79）Showstheamountofacommoditythattheindividualiswillingandabletopurchaseinagiventimeperiodatvariousalternativecommodityprice.PX（PriceofgoodsXin＄）1234567QX（Quantitydemanded)9876543Thedemandschedule●●●●●●●0123456789QX(poundspermonth)7654321PX($)需求曲线注意：把需求表作成需求曲线时，人们假定商品的价格和数量都是无限可分的。dThemarketdemandcurveisthesumofallindividualdemandcurvesofthemarket.D市场PX($)P2P1d1d20Q3Q1Q4Q2(Q3+Q4)(Q1+Q2)Q(poundspermonth)(d1+d2)需求曲线的基本特征Downward–slopingdemandcurveTworeasonsfornegativeslope：Lowerpricewillcausemorebuyers.价格降低等于收入增加Incomeeffect(收入效应):Substitutioneffect(替代效应):商品的替代作用Lowerpricewillcausethesameconsumertobuymore.需求曲线负斜率的理论基础：Thevalueofmarginalutility边际效用价值论需求的变化与需求量的变化Achangeinthequantitydemanded(需求量的变化)Negativemovementsalongthesamedemandcurve.Achangeindemand(需求的变化)Causedbyotherreasonsexceptprices.Demandcurveshift.“住房价格的上涨引起了对住房需求量的下降。”“住房价格的上涨是由于对住房的需求增加引起的。”这两句话是否矛盾？Otherreasonsofthechangeindemand：IncomeTastesPredictionforpricesorincomePricesofothergoodssubstitutegoodscomplementgoods需求曲线的特殊形状Exception:SomeconspicuousgoodsSomevaluableorraregoodsP($)Q0d需求曲线的特殊形状Exception:AbnormalchangeP($)Q0d需求曲线的特殊形状Exception:OthersP($)0ddQ二.PriceElasticityofDemand弹性理论最早是由数理经济学派的奠基者——法国数学家、经济学家古尔诺（A.Cournot，1801—1877）提出来的，后来由马歇尔完善了弹性公式，并将其发展成为完整的理论。Elasticity(弹性)TheratioofthepercentagechangeofthedependentvariabletotheindependentvariableCoefficientofelasticityYXXYXYXYeElasticityofdemandPriceelasticityofdemandIncomeelasticityofdemandCrosselasticityofdemandPriceelasticityofdemand(P85)AconceptthatmeasureshowmuchthequantitydemandedofagoodchangewhenitspricechangesQPPQPPQQeNegativevalue需求价格弹性的计算方法Arcelasticity为避免由于起始点基数值的不同而造成计算结果上的差异，经济学上常采取按两点的平均数值计算的办法，按这种方法所求出的弹性称为“弧弹性”。Formulation：2121212122QQPPPQPPPQQQe需求价格弹性的计算方法Pointelasticity指在某一价格水平点上，当价格波动很微小的一点，所引起的需求量变化的敏感程度。PX($)AFEP1P2Q1Q2Q0DBC●●112121OQOPPPQQ11112121OPBQAQBQEAEFPPQQ1111112121OQOPOPBQOQOPPPQQeCAABCPOPOQBQ1111121121//OPPPOQQQPPQQeExpressionindifferentialformulation：0PPPQQQPPQ=lim0P用求导数的方法计算点弹性，其优点在于只要知道一条需求曲线的函数形态，就可以求得弹性系数e=lim点弹性的计算方法QPdPdQ=PQ260QPdPdQePP260230PP时，当5P2.0e2260PQQPdPdQe22604PPP30222PP10e时，当2P31.0134e时，当0P0e时，当5P点弹性的计算方法举例需求价格弹性的几种特殊形态de=0P($)0QZeroelasticityorPerfectinelasticity需求价格弹性的几种特殊形态de=∞0QInfiniteelasticityP($)需求价格弹性的几种特殊形态de=－10QTheelasticityisalways－1P($)需求价格弹性的几种特殊形态de=－10Q双曲线需求价格弹性等于-１的证明如下：22PaPadPdQ，其导数为：PaQ12PQaQPPaQPdPdQeP($)需求价格弹性和总收益的关系ThreeState｜e｜＞１，elastic｜e｜＜１，inelastic｜e｜=１，unitelasticityP($)0Qd●Whene＞１，P↓,TR↑;P↑,TR↓.Whene＜１，P↓,TR↓;P↑,TR↑.Whene=１，TRdoesnotchangewhilethepricechange.影响需求价格弹性大小的经济因素可替代商品的多少和替代程度的高低可替代商品越多，替代程度越高，需求价格弹性则越大；反之，则越小。商品消费支出占消费者收入比重的大小如果所占比重大，则需求价格弹性必大；反之必小。选择商品时间的长短时间越长弹性越大；反之则越小。商品用途的多少