《有市场势力的定价》PPT课件

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1、Chapter11PricingwithMarketPower1Chapter11TopicstobeDiscussedCapturingConsumerSurplusPriceDiscriminationIntertemporalPriceDiscriminationandPeak-LoadPricing2Chapter11TopicstobeDiscussedTheTwo-PartTariffBundlingAdvertising3Chapter11IntroductionPricingwithoutmarketpower(perfectcompetition)isd

2、eterminedbymarketsupplyanddemand.Theindividualproducermustbeabletoforecastthemarketandthenconcentrateonmanagingproduction(cost)tomaximizeprofits.4Chapter11IntroductionPricingwithmarketpower(imperfectcompetition)requirestheindividualproducertoknowmuchmoreaboutthecharacteristicsofdemandaswe

3、llasmanageproduction.5Chapter11CapturingConsumerSurplusQuantity$/QDMRPmaxMCIfpriceisraisedaboveP*,thefirmwilllosesalesandreduceprofit.PCPCisthepricethatwouldexistinaperfectlycompetitivemarket.AP*Q*P1Between0andQ*,consumerswillpaymorethanP*--consumersurplus(A).BP2BeyondQ*,pricewillhavetofa

4、lltocreateaconsumersurplus(B).6Chapter11CapturingConsumerSurplusP*Q*:singleP&Q@MC=MRA:consumersurpluswithP*B:P>MC&consumerwouldbuyatalowerpriceP1:lesssalesandprofitsP2:increasesales&andreducerevenueandprofitsPC:competitivepriceQuantity$/QDMRPmaxMCPCAP*Q*P1BP27Chapter11CapturingConsumerSur

5、plusQuantity$/QDMRPmaxMCPCAP*Q*P1BP2QuestionHowcanthefirmcapturetheconsumersurplusinAandsellprofitablyinB?AnswerPricediscriminationTwo-parttariffsBundling8Chapter11CapturingConsumerSurplusPricediscriminationisthechargingofdifferentpricestodifferentconsumersforsimilargoods.9Chapter11PriceD

6、iscriminationFirstDegreePriceDiscriminationChargeaseparatepricetoeachcustomer:themaximumorreservationpricetheyarewillingtopay.10Chapter11P*Q*Withoutpricediscrimination,outputisQ*andpriceisP*.VariableprofitistheareabetweentheMC&MR(yellow).AdditionalProfitFromPerfectFirst-DegreePriceDiscrim

7、inationQuantity$/QPmaxWithperfectdiscrimination,eachconsumerpaysthemaximumpricetheyarewillingtopay.ConsumersurplusistheareaaboveP*andbetween0andQ*output.D=ARMRMCOutputexpandstoQ**andpricefallstoPCwhereMC=MR=AR=D.ProfitsincreasebytheareaaboveMCbetweenoldMRandDtooutpu