《管理经济学讲稿教案资料Word文档格式.docx
《《管理经济学讲稿教案资料Word文档格式.docx》由会员分享,可在线阅读,更多相关《《管理经济学讲稿教案资料Word文档格式.docx(8页珍藏版)》请在冰豆网上搜索。
《管理经济学》
讲稿
专业班级:
信息管理与信息系统大类
任课教师:
吴 如 雪
教材:
《ManagerialEconomics》7thEdition
S.CharlesMaurice
ChristopherR.Tomas
机械工业出版社
CHAP14.StrategicDecisionMakinginOligopolyMarkets
14.1Characteristicsofoligopoly
●Oligopolyisamarketstructureinwhichonlyafewsellersoffersimilaroridenticalproducts.Itconsistsofafewrelativelylargefirms,eachwithasubstantialshareofthemarketandallrecognizetheirmutualinterdependence.Mutualinterdependencemeansthattheactionsofanyonefirminthemarketwillhaveaneffectonthesalesandrevenuesofotherfirms.Eachfirmknowsthatitsactionsorchangeswillhavesuchaneffectandthattheotherfirmswill,inresponse,takeactionsormakechangesthatwillaffectitssales.Butnofirmisreallysurehowtheotherfirmswillreact—thereisanuncertaintyaboutthereactionofrivalstoapricechange.
Ø
Commoncharacteristics:
(1)Thenumberoffirmsinanoljgopolymarketissmallenoughthateachfirmrecognizesitsmutualinterdependencewiththeotherfirms.
(2)Alloligopolieshaveacertainamountofmarketpower.Ifanoligopolistraisesitsprice,itgenerallywon’tloseallitssales;
ifitlowersitsprice,itwon’tgaintheentiremarket.(3)Oligopolymarketsarecharacterizedbysomebarrierstoentry,rangingfrommoderatetohigh.
Differingcharacteristics:
(1)Oligopoliescanbeclassifiedbythetypeofproductproduced.Insomeoligopolymarketstheproductsarehomogeneous.Otheroligopolymarketsarecharacterizedbydifferentiatedproducts.
(2)OligopoliescanbeCooperativeornoncooperative:
Cooperativeoligopoliststendtofollowchangesmadebyrivalfirms.Noncooperativeoligopolists,ontheotherhand,donotaccommodatesuchchanges.(3)Someoligopolisticmarketarecharacterizedbyagreatdealofpricecompetition.Inothers,firmsdon’tcompeteextensivelybypricechangesbutinsteadcompetewiththeiradvertising,productquality,andmarketingstrategies.
Fourgeneraloligopolisticmarketstructures:
(1)Afewnoncooperativefirmsproducingahomogeneousproduct,
(2)Afewnoncooperativefirmsproducingrelatedbutdifferentiatedproducts,(3)Afewcooperativefirmsproducingahomogeneousproduct,(4)Afewcooperativefirmsproducingrelatedbutdifferentiatedproducts.Becauseoligopolymarketsdiffersogreatlyintheirbehaviorpatternsandintheiroverallcharacteristic,economistshavenotbeenabletodevelopasinglegeneraltheoryofoligopoly,unlikethecasefortheotherthreemarketstructureswehaveanalyzed.
●Theproblemwitholigopolydemand:
Inspiteoftheuncertaintyofrivalstoapricechange,managersofoligopoliesshouldusethemarginalrevenue—marginalcostrulewhenmakingdecisions.Thisisoneofthemostimportantrulesofdecisionmaking,evenwhenthemarketischaracterizedbyuncertaintyaboutthereactionofrivals.Theproblemforanoligopolistisaccuratelyforecastingitsdemandandmarginalrevenueifitchangesitsprice.Anychangeinpriceandoutputhasanoticeableeffectonthesalesofotherfirms.Theserivalsmayreactbychangingtheirpricesandoutput,ortheymaynotreactatall.Inourdiscussionofoligopolymarkets,wewillemphasizethatthepriceandoutputdecisionsdependcriticallyupontheassumptionsmadeaboutthebehavioralreactionsofrivalmanagers.Sincemanydifferentassumptionscanandhavebeenmade,manydifferentsolutionscanandhavebeenreached.
14.2Decisionmakingwhenrivalsmakesimultaneousdecisions
Oligopolistsaremutualinterdependence.Mutualinterdependencerequiresstrategicbehavior.Wecan’tgiveasetofrulestofollow.Theartofmakingstrategicdecisionsislearnedfromexperience.Wecan,however,introduceatoolforthinkingaboutstrategicdecisionmaking.
●Gametheoryprovidesausefulguidelineonhowtobehaveinstrategicsituationsinvolvinginterdependence.Thistheorywasdevelopedapproximately50yearsagoinordertoprovideasystematicapproachtostrategicdecisionmaking.
Agameisanydecision-makingsituationwherepeoplecompetewitheachotherforthepurposeofgainingthegreatestindividualpayoff,ratherthangrouppayoff,fromplayingthegame.Inthegameofoligopoly,thepeopleinthegame,oftencalled“players”,aremanagersoftheoligopolyfirm.Payoffsintheoligopolygamearetheindividualprofitsearnedbyeachfirm.
Simultaneousdecisiongamesoccurinoligopolymarketswhenmanagersmustmaketheirindividualdecisionswithoutknowingthedecisionsoftheirrivals.Decisionsdon’thavetotakeplaceatthesametimeinordertobe“simultaneous”.
●Theprisoner’sdilemma—awidelyknowngameofsimultaneousdecisionmaking
Thestory(page533)
Payofftableisatableshowing,foreverypossiblecombinationofdecisionsplayerscanmake,theoutcomesor“payoffs”foreachofthepl