《管理经济学讲稿教案资料.docx

《管理经济学讲稿教案资料.docx

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《管理经济学讲稿教案资料

ManagerialEconomics

《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.

ØCommoncharacteristics:

（1）Thenumberoffirmsinanoljgopolymarketissmallenoughthateachfirmrecognizesitsmutualinterdependencewiththeotherfirms.

（2）Alloligopolieshaveacertainamountofmarketpower.Ifanoligopolistraisesitsprice,itgenerallywon’tloseallitssales;ifitlowersitsprice,itwon’tgaintheentiremarket.（3）Oligopolymarketsarecharacterizedbysomebarrierstoentry,rangingfrommoderatetohigh.

ØDifferingcharacteristics:

（1）Oligopoliescanbeclassifiedbythetypeofproductproduced.Insomeoligopolymarketstheproductsarehomogeneous.Otheroligopolymarketsarecharacterizedbydifferentiatedproducts.

（2）OligopoliescanbeCooperativeornoncooperative:

Cooperativeoligopoliststendtofollowchangesmadebyrivalfirms.Noncooperativeoligopolists,ontheotherhand,donotaccommodatesuchchanges.（3）Someoligopolisticmarketarecharacterizedbyagreatdealofpricecompetition.Inothers,firmsdon’tcompeteextensivelybypricechangesbutinsteadcompetewiththeiradvertising,productquality,andmarketingstrategies.

ØFourgeneraloligopolisticmarketstructures:

（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.

ØAgameisanydecision-makingsituationwherepeoplecompetewitheachotherforthepurposeofgainingthegreatestindividualpayoff,ratherthangrouppayoff,fromplayingthegame.Inthegameofoligopoly,thepeopleinthegame,oftencalled“players”,aremanagersoftheoligopolyfirm.Payoffsintheoligopolygamearetheindividualprofitsearnedbyeachfirm.

ØSimultaneousdecisiongamesoccurinoligopolymarketswhenmanagersmustmaketheirindividualdecisionswithoutknowingthedecisionsoftheirrivals.Decisionsdon’thavetotakeplaceatthesametimeinordertobe“simultaneous”.

●Theprisoner’sdilemma—awidelyknowngameofsimultaneousdecisionmaking

ØThestory（page533）

ØPayofftableisatableshowing,foreverypossiblecombinationofdecisionsplayerscanmake,theoutcomesor“payoffs”foreachofthepl