1 / 10

These Views Are Not Necessarily

These Views Are Not Necessarily. Those of the U.S. Federal Trade Commission (or of any individual commissioner) 本文仅代表作者个人观点 不代表联邦贸易委员会或任何委员的观点. A Critical Look. At Critical Loss 对临界损失分析的一个审视. Three Goals of this Talk 本次讨论的三个目标. CLA Defined. How it is Used (and at times misused)

brandy
Télécharger la présentation

These Views Are Not Necessarily

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. These Views Are Not Necessarily Those of the U.S. Federal Trade Commission (or of any individual commissioner) 本文仅代表作者个人观点 不代表联邦贸易委员会或任何委员的观点

  2. A Critical Look At Critical Loss 对临界损失分析的一个审视

  3. Three Goals of this Talk本次讨论的三个目标 • CLA Defined. How it is Used (and at times misused) • 定义临界损失分析：如何使用（有时误用） • CLA: Special Cases • 临界损失分析：特殊情况 • CLA and Competitive Effects • 临界损失分析和竞争效应

  4. What Critical Loss Is临界损失分析是什么？ It is an effort to answer the following question: “Would a price increase of X percent be profitable?” 临界损失分析试图回答以下问题：“将价格提高X%是否有利可图？”

  5. The Pain vs. The Gain 提价的得与失 Price, Cost 价格，成本 Added  增加的利润 Lost  损失的利润 P1 P0 MC Quantity 产量

  6. Two Effects from Raising Price提价带来的两种效应 • a. Lower  from losing sales • a. 由于销量损失而失去的利润 • b. Greater on sales at higher prices • b. 由于提价而增加的利润 Enter CLA 进入临界损失分析 • If losses are < than some “Critical” amount, the X% price increase raises profits • 如果损失的销量小于某一“临界”数量，则X%的提价能够增加利润。

  7. Some Economics of Profit Maximization一些关于利润最大化的经济学 • Firms maximize profit by setting MR =MC • 企业通过设定边际收益 =边际成本取得最大利润 • This generates the following relationship: • (P-Marginal Cost)/P = 1 / (the firm’s demand elasticity) • 据此可得出以下关系： • Lesson: In general, when a firm’s price-cost margin is high, it doesn’t lose many sales from raising price a little. And, it doesn’t gain many sales when it lowers price a little • 经验：一般而言，当企业的价格成本利润率很高时，小幅提价不会损失很多销售量，小幅降价也不会增加很多销售量。 .

  8. Pretty Lady is Merging with Beautiful Fragrance漂亮女士与美丽香水的合并 • Profit-maximizing P, Pre-merger, is $100 for Both • 合并前双方的利润最大化价格都是$100 • Per unit Marginal Cost for Both is Constant at $75 • 双方每单位的边际成本恒为$ 75 • Price Elasticity of Demand Facing Pretty Lady is -4 • 漂亮女士所面临的需求价格弹性为-4 • One-quarter of Lost Pretty Lady Sales Go to Beautiful Fragrance • 漂亮女士所损失的销售量有四分之一被美丽香水收入囊中 • Critical Loss Unilateral Effects Question: • 临界损失单边效应问题： • Will the merged firm profit from a 5% increase in the price of Pretty Lady? • 将漂亮女士的价格提高5%，合并后的企业是否将会获利？

  9. Did you notice…你是否注意到… • That we just analyzed a merger’s competitive effect without first defining a market? • 我们刚才分析了一起合并的竞争效应，却没有先界定一个市场?

  10. Caveats & Non-Standard Applications注意事项和非标准应用 CLA: Price Increases > a SSNIP 临界损失分析：提价幅度>一个SSNIP CLA: Price Discrimination is Feasible 临界损失分析：价格歧视是可行的 CLA: Demand or MC Change Greatly as Output Changes 临界损失分析：需求或者边际成本随着产出的变动而大幅变动

More Related