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OrnaBneHMe

06UTOpe

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BBe~eHHe

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'IACTb I. 3KOHOMM'IECKASI TEOPMSI - HAYKA 0 TOM;

KAK nlOAM PEWAIOT npO&nEMY AECSMUMTA


DIaaa 1. nO'IeMY CJIe):Q'eT H3yw1aTb 3KOHOMft1leCK)'IO TOOPHIO
ThaBa 2. IIapo:lKHoe HJIH M~poJKeHoe? H3yw1eHHe noope6HTeJlbCKoro Bbl60pa
ThaBa 3. BblIlYCK npUIlJlltHO Bbl6paHHbIX TOaapoB ,lI,JUI MaKCHMllJIbHoro

Y~OBJIeTBOpeHHJI"eJlOBe'lecKHX n0Tpe6HOCTeit

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'IACTb II. MAKP03KOHOMMKA - HAYKA 0& 3KOHOMM'IECKOM

POCTE MCTA&MnbHOCTM
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DIua 4. MaKpo3KOHOMft1leCKHe nOKa3aTeJIII: KaK 3KOHOMHCTbI CJIe,IUlT 38 aceM


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ThaBa 5. lIHeJwm;tuI: noqeMY MHoro ~eHer He BCer.na xopomo


89

DIua 6. IIo'leMY npoHCXO,IUlT peneCCBB


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ThaBa 7. lioph6a C KpH3HCaMH C nOMO~ MOHeTapHOH H clJHCKllJIbHOH: nOJIHTHK 133

'IACTb III. MMKP03KOHOMMKA - HAYKA 0 nOBEAEHMM

nOTPE&MTEnEM M nPEAnPMSlTMM
DIaaa 8. IIpe.lUIoJKeHHe H cnpoc
_. DIaaa 9. 3HaKOMltTeC..: n0'I'pe6HTeJ1", MaKCHMH3HpYIODJ;Hii nOJle3HOCTh
DIua 10. OCHoaa KaIIJITIlJIII3Ma: npe~pH.RTHe, MaKCHMH3HpYIOInee npH6b1J1b
DIaaa 11. IIo'leMY 3KOHOMHCTbI mo6JIT cB060~e PbIHKH H KOHKYPeHUHIO
Thaaa 12. MOHonOJlHH: KaK IIJIOXO Be.lJYf Ce6R Te, Y KOro HeT KOHKypeIITOB
Thaaa 13. OJIHfOnOJlHR H MOHOnOJIHCTII'IecKaR KOHKypeIlllHR
Thaaa 14. IIpaaa Co6cTBeHHOCTH H ax OTCyrcTBRe
DIaaa 15. HecOCTOJlTeJlbHOCTh pblHKa: aCHMMeTPaqau HHcItoPManu

R 06m.ecTBeHHble TOaapbl

'IACTb IV. BEnMKOnEnHblE AECSlTKM


DIaaa 16. .IJ;ecJlTb (HJIH noUR ~ecRTh) H3BeCTHbIX 3KOHOMHCTOB
ThaBa 17 .IJ;ecJITb oqapoaaT~HbIX 3KOHOMft1leCKHX 386JIY1K,lleHHit
DiaBa 18. .IJ;ecJITb CaMbIX neHHbIX 3KOHOMft1leCKHX H,lJ,eii

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DIQCcapd

347

IIpe,nMeTHbIii y u 3 a T e J I b '

353

Do 8lITope

13

llOCBJllIleHHe

13

B~aro~PHOCTH

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BBe,ll,eHHe

15

o KHHre

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YCJIOBHbIe 0603HaqeHlliI H TepMHHbl, HCrrOJIb3yeMble B 3TOH KHHre


lITO qHTaTb He HYXHO
KTOBbI,MOHqHTareJIb
KaK rrOCTPoeHa 3Ta'KHHra
IIHKTOTPaMMbl, HCrrOJIb3yeMbIe B nOR KHHre
KY,lla ,llBHraTbCH ,llaJIbIlle
:JKn:eM BaIllHX OT3bIBOB!

"IACTb I.
ThaBa

3KOHOM~"IECKAR TEOP~R

- HAYKA 0 TOM,

KAK lIIOA~ PEWAIOT npO&/IEMY AECI)~""'~TA

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1. llolfeMY c~e)J.yeT H3yqaTh 3KOHOMll'leCK)'IO TeOpmo

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KpaTKHR 3KCKypC B HCTOpHlO pa3BHTlliI 3KOHOMHKH


IIo,llyMaTb TOJIbKO, HaCKOJIbKO OTBpaTHTeHbHOH, TPy60R H KOPOTKOH

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6blJIa qeJIOBeqeCKaH :lKH3Hb!


<l>aKTOpbI, crroco6cTBYJOIUHe rrOBbIIlleHHlO YPOBlUI :lKH3HH
CMOTPHM B 6YJlYIUee
Pa3BOMM MaKpo- H MHKpO-3KOHOMHKy rro pa3HbIM yrJIaM
3KOHOMR'IeCKaH reopllil KaK HaYKa

,llecPH:Qure

MaKpo3KOHOMHKa: 06111all KapT8Ha


MaKpo3KOHOMR'IeCKHe rrOKaJaTeJIH
IIPR'IHHbl 3KOHOMR'IeCKpro crra,lla
MOHeTapHalI H cPHCKaJIbHaH rrOJIHTHKH)lJIj{ rrpeO,llOJIeHHH crra,lla
MHKp03KOHOMHKa: rrOBe,lleHHe HImHBJmYYMOB H cPHpM
OaJIaHCHpOBaHHe crrpoca It' rrpe)J)loxeHlffi
IIoqeMY KOHKypeHUlliI -

3TO 3)lOpOBO

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IIpo6JIeMbI, B03HHKaIOlllHe H3-3a OTCYTCTBHH KOHKypeHUHH

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npe06pa30BaHHe rrpaB C06CTBeHHOCTH


,ll,pyrne H3'bHHbI pbIHKa
KaK 3KOHOMHCTbI HCrrOJIb3YJOT MO,lleJIH H rpacPHKH
OT peaJIbHOCTH K a6CTPaKIJ;HH
IIpe,llcTaIDIHeM MO,lleJIb

NQ 1: KpHBalI crrpoca

CTPOHM C06CTBeHHYIO KpHBYJO crrpoca

ThaBa 2. llapo)KHoe HJIH MOp01KeHoe? IhyqeHHe DmpeOHTeJlhCKOro Bw60pa


MO,lleJIb IIOBe,lleHlliI qeJIOBeKa
ll,eJIb -

MaKCHMaJIbHOe y,llOIDleTBopeHHe rroTPe6HOCTeH

HCrrOJIb3yeM rrOJIe3HOCTb)lJljJ H3MepeHiffi y,llOIDleTBOpeHIffi

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COAepJlCaHMe

YlIHTbIBaeM aJIbTPYH3M H :w;e,npocTb


KaK 3roH3M MO)l(eT co,neitCTBOBaTb 06:w;eCTBeHHOMy 6JIary
KpacHbIit CBeT: HCCJIe.nyeM orpaHHlIeHlliI

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OrpaHHlIeHHOCTb pecypcoB
TeXHOJIOrHlleCKHe OrpaHHlIeHlliI
OrpaHHlIeHHOcTb BpeMeHH
CroHMOCTb B03MO)I(HOCTH: HeH36e)I(Hoe orpaHHlIeHHe
)l,eJIaeM OKOHllaTeJIbHbIit BbI60p
HCCJIe.nyeM orpaHHlIeHlliI H npOTHBOpelllliI Mo,neJIH nOTPe6HTeJIbCKoro BbI60pa
KaK npOHcxo,nHT npHIUITHe peweHHit npH HenOJIHoit HH<popMaIIHH
PaIIHOHaJIbHOe B HppaIIHOHaJIbHOM

ThaDa

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3. BhlnycK npaDHJIbHO Bhl6paHHbIX TOBapoB JUJI MaKC~MaJlbHOro

y)l,OBJUITBOpeHWllleJIOBelleCKHX Dmpe6HOCnA

Onpe,neJIHeM. 'ITO MO)I(HO npOH3BeCTH


KJIaccH<pHKaIIlliI npOH3Bo,nCTBeHHbIX pecypCOB
Xopowero -

nOHeMHO)l(J{y: YMeHbweHHe OT,nallH

HeMHo.JicKo 3.LJ;ecb. HeMHO)I(KO TaM: pacnpe,neJIeHHe pecypcoB

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rpa<pHK npe,neJIbHbIX npOH3Bo,nCTBeHHbIX B03MO)I(HOCTeH

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IIonp06yeM H3MeHHTb rpa<pHK C nOMO:W;bIO YJIY'!WeHHOH TeXHOJIOfHn

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Onpe,neJIHeM. lIro ,nOJDKHO 6bITb npOH3Be,neHO


B3BeWHBaeM "3a" H "npoTHB": PblHOK H BMeWaTeJIbCTBO rocy,napCTBa
BbI6HpaeM CMewaHHYIO 3KOHOMHKY
Cp,neHCTBHe pa3BHTHIO HOBbIX TeXHOJIOfHH

"IACTb II. MAKP03KOHOMM KA - HAYKA 0& 3KOHOMM"IECKOM

POCTE M CTA&MnbHOCTM
Thasa 4. MaKp03KOHOMHIJ:eCKHe nOKll3aTeJIH: UK 3KOHOMHCThI CJIe~ 3a DceM
BBII )l)UI OTCJIe)I(HBaHlliI 3KOHOMHlIecKHX npoIIeccoB
qro He yqHTbIBaeTCH a BBII
qro yqHTbIBaeTcH B BBII

HcnOJIb3yeM

YlIHTbIBaeM nOTOKH ,nOXO,nOB H HMYWecTBo


CJIe.nyeM 3a <pOH.LJ;aMH. Be3,ne H BCIO.ny
YlIHTbIBaeM TOBap. Kor,na OH npOH3Be,neH. a He ror,na. Kor,na OH npo,naH
Xopowo. llJIOXO H cKBepHo: Bce BJIlliIeT Ha yaeJIHlIeHHe
IIpe,ncTaBJIHeM ypaBHeHHe
C -

I-

BBII

BBII

nOTPe6HTeJIbCKHe pacxo,nbI
HHBeCTHIIHH B OCHOBHOit KanHTaJI

G - rocy,napCTBeHHbIe pacxo,nbI
NX - lIHCTbIit ofu.eM 3KcnoPTa

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YlIHTbIBaeM Bce HMYIIIeCTBO, a He TOJIbKO HaJIHlIHbIe

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OTHOCHTeJIbHOe npeHMyrnecTBo

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KaK Me)I(.LJ;yHapo,nHaH TOproBJIH BJIlliIeT Ha 3KOHOMHKY


BHewHeroproBbIH ,ne<pHIIHT MoxeT 6bITb nOJIe3HbIM!

ThaDa

5. HHcIlJIJI~:

DOlleMY MHOro )l,eHer He DCer)l,a xopomo

IIoKyITaeM HH<pJIHIIHIO: pHCKH OT 60JIbworo KOJIHlIeCTBa ,neHer


)l,eHbfH: 6aJIaHC cnpoca H n p e . L J ; J I O ) l ( e H l l i I

C~ep.aHHe

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C03HaTeJIbHoe CTHMYJIHpOBaHHe HH<PJtilQHH


Pe3YJIbTaTbI HH<pJUlQHH
113MepHeM HH<pJIHQHIO: HHll.eKCbI QeH
C03AaeM Co6cTBeHHYIO rrOTpe6HTeJIbCKYIO KOP3HHy
BWIHCJIHeM TeMrr HH<pJUlQHH
YCTaHOBJIeHHe HHll.eKCa QeH
OrrpeAeJUleM AeHCTBHTeJIbHbIH ypoBeHb XH3HH C rrOMOmbIO HH,!J;eKCa QeH
IIpo6JIeMbI HH,!J;eKca QeH
CTOHMOCTb 6y.uym:ero: HOMHHaJIbHaH H peaJIbHaH rrpoQeHTHbIe CTaBKH
YpaBHeHHe C1>Hmepa
HeTOqHOCTh rrpomo30B

Thaaa 6. UO'IeMY npoHCXO,lUlT pe:u,eCCHH

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I1CCJIe.u;yeM 3KoHoM~ecKHH QHKJI

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C'rpeMJIeHHe K rrOJIHOH JaHHTOCTH


B03Bpaw;eHHe K

Y": eCTeCTBeHHbIH pe3YJIbTaT rrpHcrroc06JIeHHH QeH

PeaKQHH Ha 3KOHOM~eCKHemOKH: KpaTKocpoqHbIe H AOJITOCpoqHbIe pe3YJlbTllThI


OrrpeAeJUleM HeKOTopbIe BIDKHeHIIIHe rrOHHTHH
IIpHcrroco6JIeHHe QeH B AOJITOCpoqHOM rrepHoAe

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IIIoKH B CHCTeMe: peaKQHH Ha H3MeHeHHe COBOKyrrHOro crrpoca

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)l(eCTKHe QeHbI B KpaTKOcpoqHOM rrepHoAe


COBMemaeM KpaTKocpo~HH )J;OJIrocpotIHbIH rrepHoAbI
Kypc Ha peQeccHIO: CrrOThlKaeMCH 0 :lKecTKHe QeHbI
YMeHbIIIeHHe 3apruIaT HJIH YBOJIbHeHHe pa6oTHHKoB
CyMMHpyeM pacxoAbI Ha 3apa60THYJO IIJIaT}' H rronyqeHHYIO rrpH6hIJ1b
B03Bpaw;eHHe K

r: AeifcTBHH rrpaBHTenbCTBa

)],oCTHraeM paBHOBeCHH rrpH :lKeCTKHX QeHax: MOAenb KeHHca


KOppeKTHpoBaHHe 3arraCOB Ma~pHaJIbHbIX 060POTHbIX CpeACTB BMecTO QeH
POCT BBII H MOAeJIb KeHHca

Thaaa 7. Bopb6a C KPH3HCUtH C nOMOIllbIO MOHeTapHOH H c1JHCK8JIhHOH nOJIHTHK

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CTHMyJIHpoBaHHe cnpoca C QenbIO rrpeoAoneHHH crra,LJ;a

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ll,enb -

rrpoH3BoACTBO rrpo.n;yKTa rrpH rrOJIHOH 3aHHTOCTH

IIepe)J;BHraeM KpHByIO AD BrrpaBO -

HJIH B03Bpaw;aeM JIIOAHM pa6oT}'

B03HHKHOBeHHe HH<pJUlQHH B pe3ynbTaTe cnHIIIKOM 6onbIIIoH CTHMYJUlQHH


[ocYAapcTBO He MO:lKeT YAepXHBaTh 06'beM BbInyCKa Ha ypoBHe, rrpeBbIIIIaIOmeM
IIoBeAeHHe peaJIbHOH 3apa60THoH IIJIaThI
HeAOCTllTKH CTHMYnHPOBaHHH: qro npoHcXO.n;HT, KorAa Bce O:lKHAaIOT cTHMYna'
C1>HCKaJlbHaH nOJIHTHKa

YBen~eHHe rocYAapCTBeHHbIX pacxoAoB rrOMoraeT rrpeoAMeTb cna,LJ;

lITO AeJIaTh C Ae<PHQHTOM


MOHeTapHaH rrOJIHTHKa
ApryMeHTbI B rronb3Y 6YMIDKHbIX AeHer
Y BaC MO:lKeT OKaJaTbCH CJlHiliKOM MHOro AeHer
lITO TaKoe 06JIHraI.lHH
CBH3b Mexmy CTOHMOCThIO o6nHraQHH H rrpoQeHTHOH CTaBKOH
113MeHeHHe rrpeMO:lKeHHH AeHer MH H3MeHeHHH rrpoQeHTHbIX CTaBOK
CHH:lKeHHe rrpoQeHTHbIX CTaBOK)J;JIH CTHMYJIHpoBaHHH 3KOHOMHKH
KaK paQHOHaJIbHble O:lKHAaHHH MOryT OrpaH~bMOHeTllpHYIO rrOnHTHKY

Co.llepJKBHHe

'tACTb III.

M~KP03KOHOM~KA-

HAYKA 0

nOBEAEH~~

nOTPE6~TEnEA ~ nPEAnp~SlT~A

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Thaaa 8. TIpe,ll,JlOlKeHBe H cnpoc


qTO TaKOe phIHKH
Crrpoc H KPHBWI crrpoca
llpH.llep:lKHBaeMCH TOqHOii TepMHHOJIonrn
rpa<l>HK KPHBOii crrpoca
CTOHMOCTb B03MOlICHOCTH: orrpe~eJIHeM KPYfH3HY KpHBOH crrpoca
3JIacrnquocTb crrpoca
llpeMoxeHHe H KPHBWI rrpeMoxeHIDI
IPa<l>HK KPHBOii rrpeMoxeHIDI
3JIacrnquocTb rrpe,nlloxeHHH

B3aHMO~eHCTBHerrpeMoxeHHH H crrpoca ~ Haxo~eHHHPhIHOquOro paBHOBeCHH


PhIHoquoe paBHOBeCHe
.LI:eMOHCTpaU;HH CTa6HJ1bHOCTH PhIHOqHOro paBHOBeCHH
HOBOe PhIHOqHoe paBHOBeCHe rrpH H3MeHeHHH crrpoca HJIH rrpeMoxeirnH
PeaKI.J;HH Ha YBeJI~eHHe crrpoca
PeaKI.J;HH Ha YMeHbIueHHe rrpeMoxeHHH
Co~aeM rrpeIUITCTBHH ~ PhIHOquOro paBHOBeCHH
llOTOJIOK u;eH
lloMepXHBaeM MHHHMaJIbHhIe u;eHhI

Thaaa 9. 3H8KOMbTeC..: nOTpe611TeJ1h, M8KCHMH3HPYIOnndi nOJIe3HOCTh


YCJIOBHWI OrrTHMH3au;HH
nOJIe3HOCTb - Mepa Y~OBJIeTBOpeHHHrrOTpe6HOCTeH
OT 60JIbIUero K MeHbIUeMY: YMeHbIUeHHe rrpe~eJIbHOii rrOJIe3HOCTH
.LI:eJIaeM BhI60p C yqeTOM orpaH~eHHbIX cpe~CTB
CTapaeMcH KYITHTb CTOJIbKO (rrpe~eJIbHoii) rrOJIe3HOCTH, CKOJIbKO CMoxeM
Pacrrpe~eJIeHHe~eHer Me~y ~BYMH BH.IlaMH TOBapa MH MaKCHMH3au;HH
COBOKYITHOii rrOJIe3HOCTH
BblpaBHHBaHHe rrpe~eJIbHOH rrOJIe3HOCTH B pacqeTe Ha ~OJIJIap CTOHMOCTH
Bcex TOBapOB H yCJIYr
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KpHBhIe crrpoca H YMeHbIUeHHe rrpe~eJIbHOii rrOJIe3HOCTH
KaK H3MeHeHHe u;eHhI BJIHHeT Ha BeJI~HHY crrpoca
rpa<l>~ecKoeH306paxeHHe H3MeHeHIDI u;eHhI H KOJI~eCTBa -

KPHBaH crrpoca

Thua 10. OCHoaa KallHTaJIH3M8: npe,llIIJJlUlTHe, MaKCHMH3HpYIOmee npH6hIJIh


IJ;eJIb BCHKOro rrpe~rrpHHTHH -

MaKCHMH3aU;HH hpH6hiJIH

KO~HU;HH

YCJIOBHH a6cOJIIO'fHOH KOHKYPeHI.J;HH


COrJIaIUaeMCH C u;eHoii, HO rrpoH3BO~HM KOJI~eCTBO
P~e Me~ 6yxraJITepCKOH H 3KOHo~eCKOH rrpH6hIJIbIO
AuaJIH3 CTpYKTYPhI H3~epxeK rrl?eMPIDlTlUI
CTOHMOCTb e~HHHU;hI rrpoH3Be~eHHoro rrpo~a
Cpe~HHe rrepeMeHHhIe H~epXKH
Cpe~HHe <l>HKcHpOBaHHJ;.le H~epXKH
Cpe~HHe COBOKyI1HhIe H~epXKH

CQAepJIC8HHe

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IIpe,I(eJIbHbIe H3,I(ep:>KKH
ToqKa nepeCeqeHIDI: KPHBbIX MC, AVC H ATC
CpaBHeHHe npe,I(eJIbHOrO ,I(OXO,I(a C npe,I(eJIbHbIMH H3,I(ep)l(lQlMH
BOJIwe6HaH cPopMyJIa: KOr,I(a MR:= MC
BH3YaJIH3aUHH npH6hmH
BH3YaJIH3aUIDI: y6bITKOB
Kor,I(a nyqme HHqero He npOH3BO,I(HTb
YCJIOBIDI: KPaTKOCpOqHOrO 3aKphITHH npe,I(npIDI:THH: nepeMeHHbIe H3,I(ep)KI(H

224

npeBbIwalOT COBOK)'IIHbIH ,I(OXO,I(


YCJIOBHe ,I(OJIroCpOqHOro 3aKphITHH: COBOKYIIHbIe H3,I(ep)KI(H npeBhImalOT

225
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COBOKYIIHhIH ,I(OXO,I(
3aBHCHMOCTb OT pbIHOqHbIX ueH

Thaua

11. nO'leMY 3KOHOMHCTbI JII06HT cDo6o,llHbIe pbIHKH H KOHKYPemUlio

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fJIaBHOe npeHMYillecTBO KOHKYPeHTHhIX CBo6o,I(HhIX PhIHKOB: rapaHTIDI, qTO BbIrO,I(hI


npeBbIwalOT 3aTPaTbI
IIpe,I(IIocbIJIKH ,I(JIH cPYHKIIHOHHpoBaHIDI CBo6o,I(HbIX PbIHKOB
AHaJIH3 3cPcPeKTHBHOCTH CBo6o,I(HhIX PhIHKOB
MCnOJIh30BaHHe COBOKYIIHoro H3JIHmKa ,lI)UI H3MepeHIDI Bhlro,I(
Kor,I(a cBo6o,I(Hhle PbIHKH repHIOT CBOIO cBo60):(y: Heo6paTHMbIe norepH
He06paril:MbIe nOTepH, BhI3BaHHhIe yCTaHOBJIeHHeM nOTOJIKa ueH
AHaJIH3 Heo6paTHMhIX nOTeph OT HaJIOroB
IIpH3HaKH H,I(eaJIhHOH KOHKYPeHuHH: HyJIeBaH npH6hillh H caMbIe HH3KHe H3,I(ep:>KKH

IIP~HHbI H CJIe,I(CTBIDI: H,I(eaJIbHOH KOHKYPeHuHH


MCC,fIe,I(OBaHHe npouecca H,I(eaJIhHOH KOHK)'peHUHH

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HaqaJIo HJIH npeKpaIIIeHHe ,I(eHTeJIhHOCTH cPHpM B 3aBHCHMOCTH OT nonyqeHHH

247

npH6hillH

12. MOHOnOJIHH: UK DJlOXO BeJJYf ce6a Te, y KOro HeT KOHKypeHTOD

PeryJIHpOBaHHe MOHOnOJIhHOro ueHoo6pa30BaHIDI

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Pa3,I(eJIeHHe MOHOnOJIHH Ha HeCKOJIhKO KOHKYPHPYlOIIIHX cPHpM

272

ThaDa

MOHonoJIHH, MaKcHMH3HpYlOIIlHe npH6bIJIh


IIpo6JIeMhI, BbI3BaHHbIe MOHOnOJIIDlMH
MCTOqHHK np06JIeM: YMeHhweHHe npe,I(eJIbHOrO ,I(OXO,I(a
Bhl60p o6beMa npoH3BO,I(CTBa ,I(JIH MaKCHMH3aUHH npH6hmH
CpaBHeHHe MOHOnOJIHH C KOHKYPHpYlOIIIHMH cPHpMaMH
AHaJIH3 ypoBHeH npo):(yKTa H ueH
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16

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KaX. HarrpHMep:

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"
I

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26

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27

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28

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10

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CHHOBblit COK. DOJIee BblCOKHe ueHbl no-npe:lKHeMY 03HaqaIOT 60JIee HH3KHit cnpoc, H Hama
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34

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BHHX.

36

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I. 3KOHOMH'IecKafl TeOpHfI.

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ECJIH JIIO,lJ;H OCHOBbIBaIOT CBOH BhI60p Ha TOM, 'ITO HMeHHO rrpHHeceT HM CaMoe 60JThillOe
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JIeTBOpeHHH rrpHHeceT HM KIDK,ll,bIH OT,lJ;eJIbHbIH rrpO,lJ;yKT HJIH yCJIyra. BMecre C reM 3KOHO
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KaKHX-TO peaJIbHbIX BerneH. 3aKaT COJIHua H3YMHTeJIeH. MopoxeHbIM MOXHO OTJIHqHO rro
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COOTBeTCTBHH CO CBOHMH. npe,lJ;rrO'ITeHHHMH. CJIe,lJ;OBareJThHO, 3KOHOMH'IeCKaH HayKa npOCTO
He paCCMaTpHBaeT MOPaJIbHbIH acrreKT.

,..... 2. H3yt1eHHe nOTpe6HTen"cKoro sw60pa

37

TeM He MeHee 3KOHOMHCThI -

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rrpO,!J,YKUHH, KOTOPIDI, 6JIarO,ll,apR yJIyqlIIeHHotl: TeXUOJIOrHH, MO)ICeT 6bITb Terrepb rrOJIyqeHa


rrpH HCrrOJIb30BaHHH TaKOro )ICe KOJIHqeCTBa pecypcOB, qro H paHblIIe.

nOB Bce eme HMeeT

BH,lI, KPHBOtl:, rrOCKOJIbKY yJIyqWeHHhIe TeXUOJIOrHH He H36aBJIHIOT OT 3cPPeKTa YMeHblIIeHHR


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qHM rrOCJIe,ll,osaTeJIbHOe YMeHbWeHHe rrpHPOCTa om.eMOB rrpOH3BO,ll,CTBa.
Ha pHC.

3.2

rrOKaJauo, qTO HOBhIH TeXUOJIOrHqeCKHH rrO,ll,'beM C6aAaHCUp06aH TaK, qTO OH

yseJI~HBaeT BaillY crroC06HOCTb rroJIyqHTb 60JIblIIe TOBapa o6oHX BH,lI,OB. npHMepoM C6aJIaH
CHpoBaHHoro TeXHOJIOr~ecKoroH3MeHeHHR Morno 6hI 6bITb ycoBepWeHCTBOBaHHe y,ll,06pe
HHH HJIH rreCTHUH,lI,OB, KOTophIe yseJI~aT YPO~HOCTb KaK R6JIOK, TaK H arreJIbCHHOB.
Ho reXHOJIOrHqeCKHe HHHOBaUHH B 60JIbWHHCrne CBoeM pacrrpe,ll,eJIeHhI Hepa8HOMepHO.
npe,ll,rrOJIOJKHM, ~o BbI paCCM:aTPHBaere nnB.. F,lI,e ,lI,BYMH BH,lI,aMH rrpoH:)Be,ll,eHHhIX TOBapOB ..
RBJIRIOTCR CTaJIb H rrlIIeHHua. YcoBepWeHCTBOBaHHe rrpouecca H3roTOBJIeHHR CTaJIH 06R3a
reJIbHO rr03BOJIHT BaM BhIpa60TaTb 60JIbWe CTaJIH H3 BaIIIHX orpaH~eHHbIXpecypcoB, HO HH
KaK He Ol'paJHTCR Ha BblpamHBaHHH rrlIIeHHUhI.

54

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0;:

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PHC. 3.2. C6ansHcHpoB8HHblH nQAb6M


KaK BH,ZJ;HO H3 pHC.

3.3,

nne B pe3ynbTBre yn~weHHR rexHonorHH

KpHBaH nnB B 3TOM c.rryqae rrO)J.HHMaeTCH HepaBHOMepHO. OHa

rrO)J.HHMaeTCH Ha TOM KOHQe, r)J.e BeCb BallI OT)J.eJIbHbllt pecypc (CKIDKeM, TPY)J.) H8IIpaBJIeH Ha
rrpoH3BO,lI.CTBO CTaJIH, HO OCTaeTCH Ha rrpe)l(J{eM Mecre Ha TOM KOHQe, r,ll.e 3TOT pecypc HaIIpaB
JIeH Ha rrpOH3BO,lI.CTBO IIIlleHHQhI.

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PHC. 3.3. HepaBHoMepHblH nO,QbeM nns B pe3ynbr8re yn~weHHR reXHonorHH

Onjte'l~' 'tJJio '1tUJleJtO ObtJlib npoU3A'e'lelttJ


nOCJIe TOro KaK 06IUeCTBO orrpe)J.eJIHT rrpe,ll.eJIbHhle B03MO)l(J{OCrn 3!P<PeKTHBHOro rrpoH3
BO,lI.CTBa, CJIe.ll.YlOIUHM waroM ,lI.OJDKeH 6h1Tb Bhl60p TOtIKH Ha KpHBOiI: nnB, KOTOpaH 0TP8)fGi
eT

TY KOM6HHaQHIO TOBapOB H

ycJIyr, KOTOphle MaKCHMaJIbHO y)J.oBJIeTBOpJlIOT 38IIpoChI JIIO,lI.eH.

BbI60p, c,lI.eJIaHHhIiI: Ha ypoBHe rrpe,ll.eJIbHhIX B03MO)l(J{OCTeil:, rapaHTHpyeT 3rjxJJeKmu8Hocmb

U38oi}cm8a.

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BbI60p e,ll.HHCTBeHHoil: KOM6HHaQRH H3 rrpe,ll.eJIbHbIX B03MO)l(J{OCTeil:, KOTOpaH MaK

CHMH3HPyeT Y,lI.OBJIeTBOpeHHe rrDTPe6Hocreil:, 06eCrretIHBaeT

rnasa 3. SwnyCK npaSHII"HO sw6paHHwx Tosapas.. .

:xjxpeKmu8Hocmb pacnpeOeJleHUR.

55

IIOCKOJIbKY npe.lleJIbHbIe npOH3BO.llCTBeHHbIe B03MO}l{}fOCTH B OCHOBHOM 3aBHCHT OT pa3


pa60TKH H npHMeHeHHH TeXHOJIOrHH K HMeIOmHMCH pecypCaM, no nOBO.ny HHX He B03HHKaeT
60JIbIIlHX pa3HOrJIacHit. 'Ho npOIIecc npHHHTHH peIIleHHH 0 TOM, KaKYIO HMeHHO KOM6HHaIIHIO
BH.llOB npoH3BO.llCTBa 06mecTBo .llOJI}l{}fO BbI6paTb, HaMHoro 60JIee CJIOlKeH. JIIO.llH no-pa3HOM}'
BbIpIDKaIOT CBOH npe.llnO'ITeHHH; KIDK.llbIH no OT.lleJIbHOCTH H BMeCTe, rpynnaMH, OHH no-pa3
HOM}' BbI6HpaIOT npO.nyKTbI, Y.llOBJIeTBOpHIOmHe HX B MaKCHMaJIbHOH CTeneHH. HH.llHBH.nyYM
npH BbI60pe TO'IKH Ha C06CTBeHHOH IIIIB, He CTaJIKHBaeTCH C npOTHBOpe'IHHMH. OH BCero
JIHIIIb onpe.lleJIHeT, KaKaH KOM6HHaIIHH npOH3Be.lleHHOrO npO.nyKTa MaKCHMaJIbHO Y.llOBJIeTBO
pHT ero nOTpe6HOCTH, a 3aTeM npoH3BO.llHT H nOTpe6JuJ:eT ero.
IIpOIIecc npHHHTHH peIIleHHH CTaHOBHTCH KpaitHe CJIOJKHbIM, KOr.lla BbI yqHTbIBae
Te IIIIB 06meCTBa B IIeJIOM, -

B 3TOM cJIY'Iae BbI 06H3aTeJIbHO BCTPeTHTe peIIlH

TeJIbHOe HecomaCHe C TeM, KaKHe KOM6HHau.HH npo.nyKIIHH ~ O npOH3BeCTH,


nOJIb3YHCb orpaHH'IeHHbIMH pecypCaMH, npHHlI.llJIe)l(amHMH 06meCTBY. HanpHMep,

BallI Coce.ll MO)l(eT He .nyMaTb 06 06meM KOJIH'IeCTBe BbIpa6aTbIBaeMbIX Bpe.llHbIX Be


meCTB, nOCKOJIbKY OH JII06HT BO.llHTb CBOit aBTOM06H.JIb .llHeM H HO'IbIO. ECJIH 6bI OH
)I(HJI

B C06CTBeHHOM MHpe, 3arpH3HeHHe 6bI He HMeJIO 3Ha'IeHHH. Ho nOCKOJIbKY BbI

)l(HBeTe PH.llOM C HHM, 3arpH3HeHHe Ha Bac BJIHHeT, H BbI npOTHB Hero npOTecTYeTe.
B03MO}l{}fO, B .llaHHOM eJIy'Iae BaM nOHa.n06HTCH nOMOmb BJIaCTeH, KOTopbIe CMOIYI
OrpaHH'IHTb 6ypHYIO .lleHTeJIbHOCTb BaIIIero Coce.lla. IIOXO)I(HM 06Pa30M BJIaCTH 06
Cy)I(.llaIOT TO, 'ITO .llOJI}l{}fO 6bITb npoH3Be.lleHO npH cymecTBYIOmHX orpaHH'IeHHbIX
pecypcax. HeKOTopbIM XO'IeTCH cy6CJt.llHPOBaTb 4>epMepcKHe X03HHCTBa, TOr.lla KaK
.llPyrHe npe.llnO'IHTaIOT TPaTHTb .lleHbrH Ha 060POHY H.JIH nporpaMM}' nOAlIep)I(KH
6e.llHbIX CJIOeB HaCeJIeHHH.
IIo npH'IHHe cymecTBOBaHHH TaKHX KOHKypHpYIOmHX npHopHTeTOB .llOJI}l{}fbI 6bITb YC
TaHOBJIeHbI 'IeTKHe npOIIeCCbI npHHHTHH pemeHHit B HHTepecax 60JIbIIlHHCTBa HaCeJIeHHH.
B 60JIbIIlHHCTBe CTPaH peIIleHIDI no nOBO.ny npOH3BO.llCTBa Tex HJIH HHbIX BH.llOB TOBapOB H

ycJIyr npHHHMaIOTCH C yqeToM HHTepeCOB KaK 'IaCTHoro, TaK H rocY.llapcTBeHHoro ceKTOpOB.


IIPH 3TOM aHaJIH3HpyIOTCH B03MO}l{}fOCTH CBOOO.llHbIX PbIHKOB H IIeJIeco06pa3HOCTb rocY.llap
CTBeHHoro BMemaTeJIbCTBa.

B3BeWMBaeM "3a" M "npOTMB":

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npOH3BO.llCTBO TOBapOB HJIH HCnOJIb30BaTb rOCY.llapCTBeHHYIO BJIaCTb .llJUI BMeIIlaTeJIbCTBa B
.lleHTeJIbHOCTb pbIHKOB.
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BMeIIlaTeJIbCTBa, nOMHHTe 0 TaKHX TpeX 4>aKTOpax.
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COBpeMeHHbIe 3KOHOMHKH BeCbMa CJIOxalO yCTpoeHbI, OHH npOH3BO.llHT B 6y


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CH C 3TOH "CJIO}l{}fOCTbIO", a BMemareJIbCTBa CO CTOpOHbI rocY.llapcTBa 06b1'lHO
OKa3bIBaIOTCH HeY.lla'IHbIMH -

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3Ha'IHTeJIbHO CHH3HTb 3txt>eKTHBHOCTb npOH3BO.llCTBa H pacnpe.lleJIeHHH.

56

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THBHbIMH nOCJIe,nCTBHHMH .D;ID.l 06~eCTBa.

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HeraTHBHbIe nOCJIe,nCTBHH 003

,naIOT npeKpacHYIO B03MOXHOCTb .D;JIH pe3YJIbTaTHBHoro BMeIIIaTeJIbCTBa npa


BHTeJIbCTBa B 3KOHOMHKy, nOCKOJIbKy pbIHKH HMeHHO 3THX TOBapOB H ycnyr,
eCJIH HX OCTaBHThB nOKOe, 6y.nyT HenOMepHO paJpaCTaTbCH.
./

HeKOTOpbIe JIIO,nH HaqHHaIOT no-rpe6JIHTh OqeHb 60JIbIIIOe KOJIHqeCTBO TOBa


POB H ycnyr, TOr,na KaK ,npyrne ,nOBOJIbCTByIOTCH MaJIbIM. TaKaH HepaBHOMep
HOCTb B pacnpe,neJIeHHH CnOC06cTByeT BMeIIIaTeJIbCTBY npaBHTeJIbCTBa B 3KO
HOMHKY; B ,naHHOM cnyqae BJIaCTH HCnOJIb3yIOT CBoe BJIHHHHe.D;ID.l TOro, 'IT06bI
BbIPOBHHTb paJHbIe ypOBHH XH3HH.

B COBpeMeHHbIX

3KO~~~qeCKHXCHCTeMaX HCnOJIb3yIOTCH KaK B03MO:lKHOCTH CB060,nHbIX

pbIHKOB, TaK H rocy,napcTBeHHOe BMeIIIaTeJIbCTBO. qTO HMeHHO npOH3BO,nHTb, B KaKOM 060


eMe npOH3Bo,nHTh H KTO nOJIyqHT 3aKaJ Ha npOH3Bo,nCTBO -

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KOTOpbIe He Ha6JIIO,naJIHCb 6bI, eCJIH 6bI HH,lUIBH.D;yyMbI H 6H3HeC-C1pYKTYPbI ,neHCTBOBaJIH no
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TYIO),

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TaTKH cB060,nHoro pbIHKa H rocy,napcTBeHHOrO BMeIIIaTeJIbCTBa.

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<peKTHBHbIMH, eCJIH eCTh MHOro ToproBueB, rOTOBbIX npo,naTh HJIH KynHTh TOBap HJIH YCJIYTY.

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57

B TepMHHax llllB (CM. Pa3,ll.e.n: "fPacPHK npe,neJIbHhIX npoH3BO,nCTBeHHhIX B03MO)lQfOCTeD")


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HMeeT reH,neHIlHIO rapaHTHPOBaTb He TOJIbKO TO, 'ITO 3KOHOMHKa 6y,neT ,neilcTBoBaTb Ha ypOB
He npe,ne.n:bHblX B03MO)KHOCTeD, HO TaIOKe TO, 'ITO ee npe,ne.n:bHbIe B03MO)lQfOCTH 6y.nYT nOCTO
HHHO paCTH BCJIe)l.CTBHe ycoBepmeHCTBOBaHIDI <pHPMaMH CBoeH 3CP<PeKTHBHOCTH.
PbIHKH TaIOKe HMeIOT npeHMYilleCTBO B onpe,ne.n:eHHH (::no npOHcxo,nHT aBTOMaTHlJeCKH)
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IIIJIO BpeMH)I,JIH BaC n0.llPYXHTbCH C BBI1, qTQ6bI Bbl MOrJIH nOHHTb Bce MaJIeHbKHe ceKpeTbI
3TOro nOKaJaTeJIH -

B qaCTHocm, ero COCTaBJIHIOllJ;He qacm H TO, KaK OHH pa6oTaIOT. AHaJIH3,

npe,llCTaBJIeH~B 3TOM pa3,lleJIe, HHTepeCeH H caM no ce6e, HO OH B,llBoitHe nOJIe3eH, nOTOMy

qTQ ,IleJIaeT CTaH,llapTH)'IO KeliHCHaHCKYIO MO,lleJIb MaJq>03KOHOMHKH (0 KOTOPOH H paCCKa3bI


HalO B rJIaDe

6)

nOIDITRee, K TOMy xe BbI HayqHTeCb C Heli npaBHJIbHO 06pamaTbCH.

KeHHCHaHCKaH MO,lleJIb 6bma pa3pa60TaHa B

1936

ro,lly 3KOHOMHCTOM H3 KeM6pH.llXa

)lxOHOM MeHHap)l,OM KeHHcoM, KOTOPYIO OH npe,llCTaBHJI B CBOeli KHHre

mocmu, npol{eHma u oeHet!. 3Ta KHHI'a HMeJIa OrpoMHoe BJIHHHHe -

06w,Q.H meopUR 3aHR

HaCTOJIbKO orpoMHoe, ~O

c.n:eJIaJIa MaKp03KOHOMHKY OT,IleJIbHOA 06JIaCTblO HCCJIe,llOBaHHH.

76

&facrb

II.

MalCp03KOHOMMK8 - H8yK8

06 3KOHOMM'I8CKOM pocre M CTa6MRbHOCTJt

KHHra Ket%.Hca 6h1JIa peaKI.J;Het%. Ha BenHKyIO ,nenpeCCHIO 1930-x rO,nOB. llOCKOJIbKY OH


qyBCTBOBaJI, 'ITO nOJIHTHKa npaBHTeJIbCTBa, HanpaBJIeHHlUI Ha npeO,nOJIeHHe noro 3KOHOMH
'1ecKOro cna.n;a, ,nOJDKHa 6hITb HaueJIeHa Ha YBeJIH'leHHe paCXO,nOB Ha TOBaP~ H YCJIYfH. Ket%.Hc
Ha'IaJI C03,lJ;aBaTb CBOIO MO,neJIb, HCnOJIMYJI ypaBHeHHe, KOTOpOe n03BOJUlJIO paCC'IHTaTb BBll
nyreM CJIOXeHIDl paCXO,nOB.
B pa3,lJ;eJIe "qTO yqHTbIBaeTCH B BBll" BbIllie B 3TOt%. maBe, H 06'bHCHHIO, 'ITO BbI MOXe
re paCC'IHTaTb BBll KaK nyTeM CJIOXeHHH BCeX paCXO,nOB, nOTPa'IeHHbIX a npH06pereHHe
TOBapOB H

ycnyr,

YaK H CJIOXeHHeM BCeX ,nOXO,nOB, KOTOpble nOJIyqaIOTCH B pe3YJIbTare npO

H3BO,nCTBa TOBapoB H ycnyr. 06a pe3YJIbTaYa ,nOJIXHbI 6bITb paBHbIMH. TaKHM 06paJOM, 3TO
nepeKJIIO'IeHHe Ha MeTO,n no,nC'IeTa paCXO,nOB ,ZJ;JIH BbI'IHCJIeHHH BBll nOJIHOCTbIO onpaB,ZJ;aHo.

(3To

TaKXe OTJIH'lHlUI B03MOXHOCTb,ll)lH BaC nOHHTb 3KOHOMHKY C n03HUHt%. TOro, KTO TPaTHT

,neHbrH, a He TOro, KTO HX 3apa6aTbIBaeT.)


QT06bI nocTpoHTb ypaBHeHHe BBll C TO'IKH 3peHHH paCXO,nOB, He06xo,nHMO CJIOXHTb '1e
Tblpe TPa.n;HUHOHHbIe rpynnbI pacxo,nOB HbIe pacxo,nbI

(G)

noopeMeHHe

H 'IHCTbItt 06'beM 3KcnOPTa

(NX) -

(C),

HHBeCTHIJ;HH

(1),

rocy,napCTBeH

H npHpaBHHTb nOJIyqeHHYIO CYMMY K

CTOHMOCm(B TOH BaJIIOre, KOTOplUl,neHCTByeT B onpe,neJIeHHOH CTPaHe) BCex TOBapoB H


Ore'leCTBeHHoro npoH3Bo,nCTBa B ,naHHbIH nepHO,n, HJIH BBll

(Y).

ycnyr

B aJIre6paH'leCKOt%. lPopMe

paBeHCTBO BbIrJIH,ZJ;HT CJIe.nyIOIIJ;HM 06PaJOM;

Y=C+I+G+NX
XOTH CJIe.nyIOIIJ;He pa3,neJIbI co,nepxaT 60JIee ,neTaJIbHOe onHcaHHe, H npe,nOCTaBJIlO BaM
B03MOXHOCTb KOpoTKO 03HaKOMHTbCH C 'IeTbIpbMH BH,naMH pacxo,nOB, KOTOpble CYMMHpyIOTCH
BBBn.

./ C

OlBa..aeT pacxo~ Ba narpeC)JleHHe, npOH3Be,neHHbIe ,nOMOx03HHCTBaMH Ha

TOaapbI H

./ I

YCJIYI'H KaK ore'leCTBeHHoro,

T~ H~Py6eXHOronpoH3BO,LlCTBa

Olaa..aeT IIIIBeC'I'ImHOllIlhle pacxo~, c,nenaHHbIe qmpMaMH C IJ;eJIbIO npH06

pereHHH HOBbIX 06'beKTOB KanH1'aJIa, BKJIIO'IlUI nOCTpoHKH, 3aBO,nbI H 060py


,nOBaHHe.

TaIOKe BKJIIO'IaeT H3MeHeHHe 3anaCOB MaTepHaJIbHhIX 060POTHbIX

cpe,nCTB, nOCKOJlbKY BCHKHH npoH3Be,neHHbIH, HO He npo,naHHbIt%. B re'IeHHe


onpe,neneHHoro BpeMeHH TOBap ,nOJDKeH BOHTH B COCTaB MarepHaJIbHbIX JaIIa
COB lPHpM H C'IHTaTbCH BJIOXeHHeM KanHTaJIa B 3anaCbI MarepHaJIbHbIX 060
poTHbIX cpe,nCTB. \

./ G 03B.".eT I'OC)'AllpcTBellllWe 3axynn TOBapoB H ycJIYI'


./ NX OlHaUeT 'IIICTYit OOLeM 3K:CnopTa,

KOTOPblt%. onpe,neneH KaK Bce BH.LlI>I TO

(EX) MHHYC Bce ToaapbI, KOTOpbIe


1M. EX - 3TO CTOHMOCTb OTe'Ie
HHOCTPaHIJ;aMH. 1M - 3TO CTOHMOCTb HHO

aapOB, nOCbIJIaeMbIX Ha 3KCnOPT CTPaHot%.


OHa HMnopmpyeT "(1M), HJIH

NX

CTBeHHbIX TOBapOB, KYIIDeHHbIX

= EX -

CTPaHHbIX TOBapOB, KYIIJIeHHbIX BHYTPH CTPaHbI.

3TH

'IeTbIpe BH,na pacxo,nOB COCTaBJIHIOT BBn, nOTOMY'ITO Bce BMecre OHH OruIa'lHBaIOT

BCe -,no nOCJIe,nHero KYCO'IKa! -

npoH3Be,neHHble B ,naHHOt%. CTPaHe TOBapbI 3a onpe,LleJIeH

HbIt%. nepHO,n BpeMeHH.

C-

nOTpe6MTenbCKMe paCXOAbi

PaCXO,LlbI Ha nOTPe6JIeHHe ,n0r-tOX03Ht%.CTB COCTaBJIHIOT npHMepHO 70% OT 06meH CYMMbI


BBn -

HaMHoro 60JIbllle, 'IeM OCTaBlllHeCH TPH COCTaBJIHIOIIJ;He, B3HTbIe BMecre. MHorHe

rnasa 4. MaKP03KOHo.....,eclCtfe nOlCu8Ten.....

77

laKTOphl BJIIDIIOT Ha TO, KaKYIO 'IaCTb CBOHX .rlOXO,D;OB ,D;OMOX03JIitCTBa peWalOT nOTpaTHTb Ha
nOTpe6JIeHHe H CKOJIbKO OHH peWaT COXPaHHTb Ha 6Y.lJYIIl:ee.
CneU;HaJIHCThI no MHKp03KOHOMHKe npOBOMT Maccy BpeMeHH, }J3yqasI pa3Ho06pa3Hhle
laKTOphl, BJIIDIlOwHe Ha nO,D;06Hhle peweHIDI. Cpe,nH TaKHX laKTOpOB eCTb, HanpHMep, OXCH
,D;aHIDI OTHOCHTeJIbHO 6Y.lJYIIl:ero COCTOHHIDI 3KOHOMHKH HJIH HOpMhI ,D;OXO.rlHciCTH c6epexeHHit

III

(CM. tIaCTb

,D;aHHoit KHHrH, TaM BhI H~eTe Bce, 'ITO HYXHO 3HaTb 0 MHKp03KOHOMHKe).

C ,D;pyroit CTOpOHhI, 3KOHOMHCThI, CneU;HaJIH3pYlOWJJeCH Ha MaIqJ03KOHOMHKe, "OTCTYITaIOT"


OT 3THX laKTOpOB, noTOMY 'ITO npH H3yqeHHH 3KOHOMHKH B u;eJIOM HMeeT 3HatIeHHe 06wasI
CYMMa nOTpe6JIeHIDI, a He OTBeT Ha Bonpoc, nO'IeMY .rlOMOx03HitCTBa Bhl6paJIH HMeHHO 3TOT
ypOBeHb.
CneU;HaJIHCThI no MaKp03KOHOMHKe npe.rlCTaBJIHIOT nOTpe6JIeHHe O'IeHb npOCTO, KaK
lYHKijHIO pacnOJIaraeMoro (HMelOwerOCH B pacnopHXeHHH nOCJIe ynJIaThl HaJIOroB) ,D;OXO.rla.
BhI MoxeTe paCC'IHTaTb pacnOJIaraeMhlit ,D;OXO,D; C nOMOWblO aJIre6paH'IeCKHX BhI'IHCJIeHHit,
n0JIb3YHCb CJIe.rlYlOwHM Y.rl06HbIM TpeXCTYITeH'IaThlM cnoc060M.

@j
IlT

l.HaQHHTe C

Y,

06~ero ,D;OXOAA B 3KOBOMHe. B ypaBHeHHH KeitHca

Y paBHH~TCH

CYMMe paCXO.rlOB, HO nOCKOJIbKY .rlOXO,D;hI paBHhI paCXO.rlaM, BhI MoxeTe HCnOJIbJO


BaTb ero H .nIDI .rlOXO.rlOB. IIoMHHTe, 'ITO Bce ,D;eHbrH, KOTophle nOTpatIeHhI BaMH,
HBJIHIOTCH ,D;OXO,D;OM .nIDI KorO-TO ,D;pyroro.

2. BIII'IHCJlHTe,

CKOJIbKO H8JlOroB ,D;OJDKIIW 3aIlJlaTHTb JIIO,IUI.

nOJIOXCHM, tITO e,D;HHCTBeHHhlH cyw:ecTBYIOInHit HaJIOr -

no nO,D;OXO.rlHhlH H 'ITO

t = 0,25, tITO 3Ha'IHT:


25% OT BCei%: CYMMbI ,D;OXO.rlOB. CJIe,D;OBareJIbHO, 06W;asI
CYMMa ynJIa'IeHHbIX HaJIOroB, T, 6y,D;eT npe,D;CTaBJIeHa KaK T = t '" Y.
3. BlII'ITHTe HaJIOra (1), ynJIaQeHHWe rp~8MH, H3 ax ,D;OXOJl,OB (l') ,lI,IUI BbI'IIICJIeBBJI
ax pacOOJIaraeMOro Jl,OXOAA. 3KOHOMHCThI 0603HatIalOT pacnoAazaeMblU ooxoi) B aJI
CTaBKa nO.rlOXO,D;HOrO fIaJIOra BhlpaxeHa 'Iepe3

t.

,n;m ynpoweHHH npe,D;

Hl).IIpHMep,

CTaBKa HaJIOra cocTawrneT

re6paHtIeCKOH l0PMYJIe

YD'

BbPIHTaHHe HaJIOroB H3 ,D;OXO,D;OB BhITJIH,D;HT TaK:

YD = Y - T= Y - t"'Y= (1 - t)"'Y.
nOCJIe ~ro KaK nOJIyqHJIH pacnOJIaraeMhlH ,D;OXO.rl, BbI HCnOJIb3yere O'IeHb npocTYIO MO,D;eJIb
)J,IDI BbI'IHCJIeHIDI nOTPe6HTeJIbCKHX paCXO.rlOB ,D;OMOX03Hi%:CTB. MO,D;eJIb nOKa3bIBaeT, 'ITO nOTpe6

JIeHHe,

C, -

no lYHKUIDI pacnOJIaraeMoro ,D;OXO,D;a H naphl ,lJ;pyrHX nepeMeHHbIX,

Co H

c:

C =Co + c"'YD ,
r.rle c -

3TO

npeOeJlbHaR CK./lOHHOCmb" nompe6.lleHulO, HJIH MPC (marginal ptopensity to consume).

OHa BCer,D;a paBHHeTcH 'IHCJIY, HaxoMweMYCH MeX<,lly

0 H 1,

H OTPaxaeT npou;eHT ,D;oxp,D;a, KO

TOPbIH BhI C06paJIHCb nOTpaTHTb, a He coxpaHHTb. HanpHMep, eCJIH c =

0,9,

3TO 3Ha'IHT, 'ITO

H3 Kax.nO~ .rlOJIJIapa 'IHCTOro ,D;OXO,D;a, KOTOPblit y Bac OCTaeTCH nOCJIe ynJIaThI HaJIOrOB, BbI
TpaTHTe

90 IIeHTOB.

(OCTaJIbHhle ,D;eCHTb IIeHTOB BhI OTKJIa,llhlBaeTe Ha 6Y.lJYIIl:ee.)

.neitcTBHTeJIbHasI BeJIH'IHHa npe.rleJIbHOH CKJIOHHOCTH K nOTpe6JIeHHIO, c, onpe,D;eJIHeTCH


HH,[l}JBJJ,D;yaJIbHO, y pa3HbIX JIIO,D;eH OHa pa3HasI, H HaxO,D;HTCH B 3aBHCHMOCTH OT TOro, CKOJIbKO
'IHCTOro ,D;OXO,D;a HM HPaBHTCH OTKJIa,llbIBaTb Ha 6Y.lJYIIl:ee. Ho 'ITO 03Ha'iaeT

Co? 3To

roBOpHT 0

TOM, CKOJIbKO JIIO,D;H nOTpe6JIHIOT, ,D;axe eCJIH B 3TOM ro,D;y OHH HMelOT HYJIeBOH pacnOJIarae

~ ,D;OXO.ll. (ECJIH BhI npe,D;nOJIOXHTe, tITO


CTBO COKpawaeTCH.110

C = Co.)

YD = 0 B

ypaBHeHHH

C = Co + c"'YD ,

TO 3TO paBeH

Ho oTKY,D;a nocTYIUJT .lleHbrH.nIDI TOro, 'lT06bI ITJIaTHTb 3a

Co>

eCJIH y Bac HYJIeBoi%: pacnOJIaraeMbIit .llOXO.ll? OHH nocTYITHT H3 BawHX JIHtIHbIX c6epexeHHit,
KOTophle BhI C06paJIH B TeqeHHe npe,D;bI,D;yw:HX JIeT.

78

'ISCT" II. MsKposKoHoMHKs -

HSyKS

06 SKOHOMHtfeCICOM poeTe H CTs6HR"HOCTH

/I
\

C = Co C*YD 03HaqaeT, 'ITO o6maH CYMMa BaUIHX paCXO,IIOB B


3KOHOMHKe 6Y,lIeT 03HaqaTb BaW xpHmecJOdt ypOBeHb norpe6JIeHHH CO(COOTBeT

B :QeJIOM paBeHCTBO

cTByIDmHA HYJIeBOMy ,lIOXO,IIy) nJIIOC qaCTb BaWerO qHCTOrO ,IIOXO,IIa, BbIpaxeHHYJO


B BH,lIe C*YD.

B OCTaBWeAcR qaCTH 3ToA KHHrH $I npe,IInOJIaraIO, 'ITO paBeHCTBO C = Co


C*YD - ,lIOC
TaTOqHO XOpOWaH MO,IIeJJb TOro, KaK B 3KOHOMlfKe Onpe,IIeJIRIOTCH paCXO,IIbI Ha norpe6JIeHHe
.OHa He TO~O OTPaJKaeT ,lIeACTBHTeJIbHOCTb, HO nOKa3bIBaeT, 'ITO nOTPe6JIeHHe coxpamaeTCH
H3-3a BbICOIOfX HaJIOrOBbIX CTaBOK H H3-3a TOro, 'ITO JIIO,lIH npHHHMaIOT pa3HbIe peweHHH 0
TOM, CKOJIbKO pacnOJIaraeMOro ,lIOXO,IIa COXpaHHTb HJIH nOTPaTHTb. 31'0 paBeHCTBO n03BOJIR
eT MHe aHaJIH3HpOBaTb pe3YJIbTaTbI nOJIHTHKH, MeHHIOmeA HaJIOrOBbIe CTaBIOf, H pe3YJIbTa
TbI ,lIpyrHX nOJIHTHK, noompHIOmHX JIIO,lIeA TPaTlfTb 60JIbWyIO HJIH MeHbWYIO qaCTb CBOHX
,lIOXO,IIOB.

1- MHBeCTMI.4MM B OCHOBHOM KanMTan


I1HBecTH:QHH XH3HeHHO He06xo,IIHMbI, nOTOMY 'ITO cnoc06HOCTb 3KOHOMHKH npOH3BO
,lIHTb 3aBHCHT OT TOro, KaKHM KanHTaJIOM pacnOJIaraIOT npOMbIWJIeHHHKH ,IIJIR TOro, qT06bI
npOH3BeCTH npO.IIYKUHIO. 3anac KanHTaJIa YBeJIlfqHBaeTCH, Kor,IIa <pHPMbI nOKYnaioT HOBbIe
HHCTPYMeHTbI, 3,IIaHHH, MaIIIHHbI, KOMnbIOTepbI H T.,II., ,IIJIR TOro qT06bI nOMOqb npOH3BO,IIHTb
nOTPe6HTeJIbCKHe TOBapbI. I1HBecTH:QHH -

3T0 nOTOK,

KOTOP~ YBeJIHqHBaeT

OCHOBHOH Ka

nHTaJI 3KOHOMHKH.
Ho, 6e3YCJIOBHO, Cpe,IICTBa npOH3BO,IICTBa H3HaWHBaIOTCH BO BpeMR HCnOJIb30BaHHH. qaCTb
HX nopTHTCH. qacTb JIOMaeTCH. qacTb BbI6paCbIBaeTCH 3a HeHa,lI06HOCTbIO, nOCKOJIbKY HeH3
6e)KH0 yCTapeBaeT. Bce 3TH npO:QeCCbI, KOTopble YMeHbwaIOT OCHOBHOit KanlITaJI, 3KOHOMH
CTbI Ha3b1BaIOT U3HOCOM OCH06HOZO KanUmaAa.
ECTeCTBeHHO, <pHPMbI ,lIOJDKHbl ,lIeJIaTb HeKOTopbIe HHBecm:QHH ,IIJIR Toro, qro6b1 33MeHHTb
H3HoweHHble cpe,IICTBa npOH3BO,IICTBa. Ho KaX,lIaH HHBecm:QHH CBepx H3Hoca npHBO,IIHT K 06
meMy YBeJIlfqeHHIO OCHOBHOro KanHTaJIa, C03,IIaBaH nOTeH:QHaJIbHyro B03MO)KHOCTb npoH3BO,II
CTBa 60JIbWerO KOJIlfqeCTBa nOTPe6HTeJIbCKHX TOBapOB.

ITOTOK HHBecTH:QHit, H3pacx<5,IIOBaHHbIx B onpe,IIeJIeHHbIH npOMe:lKYTOK BpeMe- .


HH, 3aBHCHT OT COnOCTaBJIeHHH, KOTopoe <pHPMbI ,lIeJIaIOT Me:lK,lIy nOTeHUHaJIbHOH
BbIrO,IIOH H CTOHMOCTbIO npH06peTeHHOrO OCHOBHoro KanHTaJIa. IToTeH:QHaJIbHaH
BbIrO,IIa H3MepHeTcH B e,IIHHH:Qax nOTeHUHaJIbHOH npH6bIJ1H, a CTOHMOCTb npH06
peTeHHH H3MepHeTCH npOueHTHOH cTaBKoA, 6e3OTHOCHTeJIbHO Toro, 6paJIa HJIH He
6paJIa <PHPMa CCY.IIY ,IIJIR npH06peTeHHH KanHTaJIa.

IToqeMy npOueHTHaH CTaBKa TaK MHoro 3HaqHT? ECTeCTBeHHO, eCJIH q>HpMa Hy:lKLlaeTCH B
cCY,IIe ,IIJIR npH06peTeHHH KanHTaJIa, 60JIee BblCOKHe np0:QeHTHble CTaBKH ,lIeJIaIOT npouecc 33
HMCTBOBaHHH ,lIeHer MeHee npHBJIeKaTeJIbHblM, nOToMy 'ITO BbIllJIaTbI no cCy,IIe 6y.IIYT O'leHb
BbICOKHMH. TeM He MeHee, ,lIaJKe eCJIH <pHpMa HMeeT Ha PYKax ,lIOCTaTOqHO HaJIHqHbIX ,lIJIH
nOKYllKH ,lIaHHOro cpe,IICTBa npOlf3BO,IICTBa, 60JIee BblCOKHe np0:QeHTHbIe CTaBIOf 33CTaBJIHIOT
<pHpMy BbI6HpaTb Me:lK,lIy HCnOJIb30BaHHeM 3THX HaJIHqHbIX ,lIJIH nOKYllKH 060pY,IIOBaHHH H
B03MO)KHOCTbIO HX O,IIOJlXHTb KOMy-TO. Cne,IIOBaTeJIbHO, 60JIee BbICOKHe np0:QeHTHbIe CTaB
KH npenHTCTByIDT HHBeCmUHRM, 6e30THOCHTeJIbHO TOro, ,lIOJI)KHbI <PHPMbI 33HHMaTb cpe,IICTBa

,IIJIR ,lIaHHbIX BJIO:lKeHHil: KanHTaJIa HJIH HeT. (eM. rnaBy

2,

OHa nOMoraeT nOHHTb, noqeMy 60JIee

BbICOIOfe np0:QeHTHbIe CTaBKH YBeJIlfqHBaIOT CTOHMOCTb B03MO)KHOCTH HHBecmpOBaHHH.)

rnasa 4. MaKp03KOHOltfH'IecKHe nOKa3arenH...

79

3KOHOMHCTbI npe,l(CTaBJUlIOT 06'beM HHBeCrnUHOHHbIX pacXO.n.OB, KOTOpbIe l>HpMbI cTPe


MHTClI c.n.eJIaTb,

I,

r,

KaK l>YHKUHIO npOueHTHOH cTaBKH,

KOTOPlUl BblpaJKeHa B npoueHTax.

PaBeHcTBo, KOTopoe H npHBoxy 3.n.eCb, 06menpHHHTo B yqe6HHKax. no MaKp03KoHoMHKe


(XOTlI 0603HaqeHHH B pa3HbIX KHHrax BaPbHPyJOTCH):

1= 10 - I,""r.
3To

paBeHCTBO, no cynt:, nOXO:lKe Ha paBeHCTBO nOTPe6JIeHHH, npHBe.n.eHHoe B npe.zu,my

meM pa3,ll.eJIe, 3a HCKJIlOqeHHeM 3HaKa "MHHYC", KOTOPbIH 03HaqaeT, 'ITO Kor.n.a npoueHTHlUI

I na.n.aeT.
I, nOKa3bIBaeT,

CTaBKa nOBbIwaeTCH,
Ko3l>l>HUHeHT

HaCKOJIbKO na.n.aeT

B cYIIIeCTByJOmeH 3KOHOMHKe B KaJK

.n.OM OT.n.eJIbHOM CJIyqae nOBbIweHHH npOueHTHOH CTaBKH. npe.n.nOJIO:lKHM, 'ITO


Ha O.n.HH "YHKT. eJIH

I"

CKaJKeM, paBeH

10 MJIP.n. .n.0JIJI.,

r nOBbICHJIaCb

BbI 3HaeTe, 'ITO KIDK,lI.bIH

"YHKT YBe

JIH'IeHHH npoueHTHbIX CTaBOK npHBe.n.eT K YMeHbweHHIO HHBeCTH:QHH Ha lOMJIP.n. .n.0JIJI.


napaMeTP

10 nOKa3bIBaeT,

CKOJIbKO HHBecrnUHH 6y.n.eT HMeTb MeCTO, eCJIH npoueHTHlUI

CTaBKa paBHa HYJIIO. no npaB.n.e roBOpH, npoueHTHble CTaBKH HHKor.n.a He OnycKalOTCH .n.o HY':'
JIeBOH OTMeTKH, HO npe.n.nOJIO:lKHM, 'ITO TaK npoH30illJIO. Tor.n.a BTOpoe 3HaqeHHe B ypaBHeHHH
6Y.n.eT paBHO HYJIIO, H Y BaC nOJIyqHTCH

1= I{)o

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XO~bI, HO BhI MOrJIH CTaTh HaCTOHIUHM 6aHKpoTOM.

1000 ~OJIJI.

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B nepBhIt!: ro~ BbmaHHbltl: BaMH Kpe~HT B


10 roJIOBaM CBHHet!:. Ho nOCJIe TOm, KaK pa3BHJIaCb HH<pJIHUHH,

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6 rOJIOBaM

CBHHet!:. BhI nOJIyqHJIH

40%

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HaMHoro 60JIee Pa3YMHaH npH'IHHa, no KOTOPOt!:

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7,

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95

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If Bonwe6HlfK orpaHbI 03

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96

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97

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10

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Bbl Mo.lKtIT BHL\eTh, 'ITO q,aKTIl'iecKaH HHlPJIHUIDI MeJKL\Y HHBapeM 1980 rOLla H HHBapeM
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CHTeTa.

1981

roLla COCTaBJIHJIa OKOJIO

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106

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6e3pa6OTHQbI, B03HHKalOlI.(eit BO BpeMH cna.na npOH3BO.llHTeJIbHOCTH.

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r.lla 6Y.lleT He60JIblUoit npOQeHT 6e3pa60THhIX, nOCKOJIbKY mO.llH no c06cTBeHHoit BOJIe MOryT
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paCTaeT, nOTOMY 'ITO yJIyqlUeHHlUI TeXHOJIOrHH 3HatIHT, 'ITO nOJIHOCThIO 3aHHTble TpY.llOBble pe
CYPCbI MOryT npoH3BeCTH 60JIblUe TOBapoB. Ho .llJIH ynpomeHIDI CBOHX HCCJIe.llOBaHHit 3KOHO
MHCTbI 06bl'1HO He yqHTbIBaIOT .llOJIroBpeMeHHyro TeHJleHQHIO pacTa H paCCMaTpHBalOT TOJIbKO
TO, HaxO.llHTCH JIH <paKTHtIecKHit 06'beM BbJrrycKa

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Ha

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rnasa 6.

nOlle"" npoffCXOAIIT P8146CCHH

109

B OCTaBilleAcH qaCTH

fJIaBhI BhI 03HllKOMHTeCb C reM, KllK 3KOHOMHKa rrpHCrrOCaMHBaeTCH

K CHTYaUHHM, B KOTOphIX 061>eM BbIrryCKa HaxO.n;HTCH KllK BhIille, TaK H HmKe OueHKH

.n;aHHhIA MOMeHT BpeMeHH.

JiI3

061>HCHeHHA, .n;aHHbIX B 3TOA fJIaBe, BhI rrOAMere, qTO 3KOHOMHKa ecreCTBeHHhlM 06

pa30M )I{eJIaeT BepHYTbcH K

BCHKHA pa3, Kor.n;a 061>eM BhlrryCKa OTKJIOHHeTCH OT

r. ECJIH

6bl rrpouecc rrpHcrroc06JIeHHH ueH 6bIJ1 .n;OCTaTOqHO 6bICTPhIM, HaM He H}')I{HO 6bIJ10 6h1 6ec
rrOKOHTbCH 06 3KOHOMHqeCKHX UHKJIax, KPH3HCax H 6e3pa6oTHue. ECJIH 6bI 3KOHOMHKa B03
BpalI.J;aJIaCb 06paTHo K

r .n;OCTaTOqHO 6hICTPO, B03HHKillHA crra.n; 6bIJ1 6h1 CJIHillKOM KpaTKHM

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eCTecTBeHHhI1t rrpouecc rrpHcrroc06JIeHHH MO)l{eT 6bITb OqeHb Me.LlJleHHhIM, R rroceMY rrepHo.n;hI
peueCCHH MOryT 6bITb .n;OCTaTOqHO 3aTH)I{HhIMH.

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fte3/f.J.blJialJi "'/tUCII.OCOt!.J.e/UlJl IIt
lloCJIe 3KOHOM~ecKoro illOKa, KllK TO rrpHpo.n;HbIA KaTaKJIH3M HJIH pe3Koe rrOBhlilleHHe
CTOHMOCTH rrpHpo.n;HbIX pecypCOB, rrpHcrroc06JIeHHe ueH "CTapaeTCH" BepHYI'b 3KOHOMHKY K'
ypOBHIO BhlrryCKa rrpH rroJIHoA 3alUITOCTH

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llpe.n;cTaBHM ce6e CHTYaUHIO, Kor.n;a c0801,ynH~ii (061I.J;HH) crrpoc Ha TOBapbI H yCJIyrH B
3KOHOMHKe YMeHbillaeTCH: HH.n;HBH.LlYYMhI, qmpMhI H rocy.n;apcTBo TPe6YIOT H rrpH06peTaIOT
Memillee KOJ1~eCTBO TOBapOB",qeM rrpOH3Bo.n;HT 3KOHOMHKa.

pe3YJIbTRre B03HHKaeT H36h1

TOK rrpe.LlJlO)l{eHHH TOBapOB, KOTOPbIH, B CBOIO Oqepe.n;b, rrpHBO.n;HT K 'CHmKeHHIO ueH.


KOHUOB,

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MO)l{eT c.n;eJIaTb TO HJIH HHoe ToproBoe rrpe.n;rrpHHTHe, eCJIH OHO He MO)l{eT rrpo

.n;aTb Bce, qTO HM rrpOH3Be.n;eHO, rro Ha3HaqeHHbIM HM ueHaM? llpOH3Be.n;eHHbIA TOBap rrpo
.n;aBaTb Hy)l{HO.

qmpMa CHIDKaeT ueHbI. CHH)I{eHHe ueH rrpHBJIeKaeT 60JIbillee KOJIHqeCTBO

rrOKYIIaTeJIelt, H BCKope qmpMa rronyqaeT B03MO)I{HOCTb rrpo.n;aTb BeCb OCTaBillHHCH TOBap.

Il,."',,Ell, r.,

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ccPepbI. Kor.n;a H3-3a

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pbB. 3TOT rrpouecc CO BpeMeHeM rrpHBO.n;HT K .n;BYM rrOCJIe.n;CTBHHM.

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3alUITOCTH,

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OHH 06JIa.n;aIOT 3TOlt B03MO)I{HOCTbIO, TO 3KOHOMHKa OqeHb 6bICTPO B03BpalI.J;aeTCH K

r.

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eCJIH rrpHcrroc06JIeHHe ueH rrpOHCXO.n;HT Me.LlJleHHO, 3KOHOMHKa MO)l{eT rrpOH3Bo.n;HTb MeHb


llIHH o61>eM BbIIIYCKa, qeM

r, Ha rrpOTH)I{eHHH .LlJlHreJIbHOrO BpeMeHH. )];pyrHMH CJIOBaMH,

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51

TOJIbKO qTO .n;aJI BaM CaMbIH 061I.J;Hit 0630P B03MO)I{HbIX peaKUHA 3KOHOMHKH Ha 3KOHO

MHqeCKHe illOKH. CJIe.LlYIOlI.J;HH pa3.n;eJI rrpe.n;OCTaBHT 3HaqHTeJIbHO 60JIbIiIe .n;eTaJIeH, rr03ToMY


BbI CMO)l{ere rroHSlTb, KllK H rroqeMY 3KOHOMHKa CO BpeMeHeM B03BpalI.J;aeTCH K

110

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MJIlIeCKoro mOKa, Ha,llDa rrepHO,lla, KOTOpLle OHH HaJLlBaIOT KpamKOCpO'lHbIM H iJoAZOCPO'lHblM.

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KpamKOCpOltHbIM Ha3L1BaeTCjI TOT ~epHO,ll BpeMeHH, 3a KOTOPLl:A: qlHpMLI eme

He H3MeHHJIH QeHLI B OTBeT Ha 3KOHOMHtlecKH:A: mOK.

y/ ,l(OJlZOCPO'lHbIM HaJLlBaeTCjI rrepHO,ll BpeMeHH, 3a KOTOPLlit <pHpMLI BLlrrOllHHJIH

Bce Heo6xo,llHMLle H3MeHeHHJI QeH B OTBeT Ha 3KOHoMWIecKHit WOK.

3TH rroHJlTHjl HecYT B ce6e HeOrrpe,llelleHHOCTL, rrOTOMY 'ITO CKOpOCTb, C KOTOpoit <pMpMbI
KoppeKTIq>YJOT QeHLI, BapbMpyeTCjI OT WOKa K WOKY. B 3TOM pULJ:eJIe jI

YKIDKY BaM Ha rJIaDHLle

Pa3JIWIHJI Me)l{,lly reM, 'ITO rrpOHCXO,llHT B KIDK.lI;OM H3 BLlweYKaJaHHLIX nepHO,llOB.

OnpeAenHeM HeKOTopble B8)1(HeMWMe nOHHTMH


.l];mI

TOro 'ITo6L1

YBH.lIeTb pa3HHQY Me)l{,lly TeM,

KaK 3KOHOMHKa pearnpyeT Ha WOK B KPaT

KOopoqHOM H ,llOJIroCpO'IHOM rrepHO,llax, Ha'IHeM C paCCMOTpeHHJI pHC.

6.2,

Ha KOTOPOM BallIe

MY BHHMaHHIO rrpe,lI,1l0xeHa MO,lleJlb MaIq>03KOHOMHKH. fOPH30HTaJIbHaR OCb OTMeqaeT CTOH


MOCTb B ,llOJlJlapax npo,llaHHbIX oreqeCTBeHHLIX TOBapOB H

YCJIYT (Y). 3To qHCllO paBHO BaJIOBO


4. BeprnKaJIbHaJI OCb

MY BHYTPeHHeMY rrpo.IIYKTY (BBn), 0 KOTOPOM paCCKa3bIBaeTCjI B rJIaDe


CJIY)KHT MepHJlOM o6:mero ypoBHjI QeH B 3KOHOMHKe,

P.

LRAS

PBblCOKKH

,,,
,,
,,

p. 1- ------------ ~ -----------
,,
,,,
,,,
,,
ptiKSKKH --;---------~------------,
,,
,,
,,
,,
,,
'l'I'KSKKH

Puc. 6.2.

Y'

AD
Yl'blCOKKH

MO,lenb M8KP03KOHOMUKU

rna.a 6. nOCleAfY npOMCXCJ,qfIT peqeccHH

111

,lLrnI roro qro6h1 nOHSITb 3HaqeHHe P,

paCCMOTPHM CJIe,lJ;YI<>Iuee. llPH roM, qro KIDK,lI,bIH OT

.n:eJIbHhIH roBap H YCJIYfa HMeeT C06CTBeHHYIO ueHY H HeKOTOphie H3 3THX ueH MOryr rrO.n:HH
MaThCSI, KOr.n:a .n:pyme 6y.n:yr CHmKaThCSI,
UHSl H3MeHeHHSI ueH.
B ueJIOM. ECJIH

P-

.n:rur 3KOHOMHKH B ueJIOM cymeCTByeT 06maH TeH.ll:eH

3m npocro Mepa roro, KaK Be.n:yr ce6S1 ueHhI Ha TOBaphi H YCJIyrH

nO.n:HHMaeTCSI, 3HaqHT, Cpe.n:HHe ueHhI nO.n:HHMaJOTCSI; eCJIH

3HaqHT, Cpe.n:HHe ueHhI na.n:aIOT.

eCJIH ueHhI OCTaIOTCSI npe:lKHHMH, 3Ha~T,

CHIDKaeTCSI,

(6e3YCJIOBHO)

5, B HeH BhI HaH,neTe no.n:po6HOCTH 0 TOM, KaK 3KOHOMHCThI


P.
Ha pHC. 6.2 BhI Moxere BH.lI:eTh CHMBOJI p., 3ToT CHMBOJI 0603HaqaeT p(UIH08eCHblu ypoBeHb
ueH. qro 3TO 3Ha~T? p. - 3ro ypOBeHb ueH, no KOTOphiM nmpe6HTeJIH XOTSIT KYUHTh BeCb
npo.n:yKT, npoH3Be.n:eHHhlH npH YCJIOBHH nOJIHOH JaHSITOCTH (r).
OCTaeTCSI npe:lKHHM. eM. maBy

H3MepSlIOT

KaK 3KOHOMHCThI

onpe.n:eJISlIOT P~? 3'I'OT ypOBeHb ueH onpe.n:eJISleTCSI nepeCeqeHHeM TOro,

KpU80U OoIUOCpOo,HOZO c0801cynHozo npeOIlOJICeHUJI (long-run aggregate supply,


LRAS) C KPU80U c08oKynHozo cnpoca (aggregate demand, AD). llepe.n: TeM KaK BhI HaqHeTe

qro HaJhlBaeTCSI

yqameHHo .n:bIIIIaTh, n03BOJIbTe MHe 061l:CHHTb, qTO 03HaqaIOT 3TH TepMHHbI.

" KpU8aJ1 c08oKynHozo cnpoca npe.n:CTaBJUIeT 06mee KOJIHqeCTBO TOBapoB H YCJIYr,


KOTopble XOTSIT KYfiHTb JIIO.n:H.
3aMeThTe, qTO Ha pHC.

6.2 KpHBWI AD onyCKaeTCSI BHH3.

3'1'0 noTOMY, qro eCTh

06paTHo nponopUHOHaJIbHaH 3aBHCHMOCTh Me:::.n:Y ypoBHeM ueH H KOJIHqeCT-

BOM TOBapoB, KOTOpoe JIIO,ZUI XOTSIT KYUHTh. 06pamHo nponopu,UOHatlbHaJI 3a8U


CUMocmb npoCTO 3HaqHT, qro npH 60JIee BhlCOKOM ypoBHe ueH (P"blCDlCMii) JIIO.n:H
XOTSIT nOKYOaTb MeHbIlIe,e KOJIHqeCTBO npO.n:yKTa (YHU3ICUii). Ho eCJIH ueHbI
na.n:aIOT .n:o p'U3KUii, JIIO.n:H TPe6yx>T HaMHoro 60JIbIlIee KOJIHqeCTBO npo.n:YK
Ta (yblCDKuii). HanpaBJIeHHWI BHH3 KpHBaH

AD 03HaQaeT

4>aKT,

qTQ

npH 60JIee

HH3KHX ueHax JIIO,ZUI nOKYUaIOT 6oJIbIlIe.

"

KpU8aJ1 OOIlZOCpOo,HOZO c08oKynHozo npeOIlOJICeHUJI npe.n:CTaBJISleT KOJIHqeCTBO


TOBapOB H YCJIYr, KOTOpoe 3KOHOMHKa npOH3Be.n:eT, Kor.n:a ueHhl 6y.n:yr CKOp
peKTHPOBaHhl nOCJIe
Ha pHC.

6.2

3KOHOM~ecKoro I1IOKa.

BbI MoxeTe BH.LleTb, qTO

LRAS -

3TO BepTHKaJIbHWI JIHHHSI H

OHa Bo06me HHKaKaH He KpHBWI! (He qyBCTByeTe JIH BhI ce6S1' 06MaHYThIMH?)

LRAS

no.n:HHMaeTCSI BepTHKaJIbHO BBepx, HaqHHaHCb B TOqKe, JIexameit Ha

ropH30HTaJIbHoit OCH,
H3MeHeHHSI B ueHax

r.

lloqeMY? llOTOMy, qTO B .n:OJIrocpOqHOM nepHo.n:e

8cema B03BpamaIOT 3KOHOMHKY K ypoBHIO BblnyCKa, co-

OTBeTCTByIOmeMY nOJIHoit JaHSITOCTH.


Bce eme He BepHTe MHe?

BbI, OKa3b1BaeTCSI, ynPSlMbI! Ho npo.n:oJIXaitTe qHTaTb -

H SI

nocTapaIOcb yGe,!UlTh Bac!

npMcnoco6neHMe qeH BAonrOCpO'4HOM nepMOAe


J],aBaHTe HCCJIe.n:yeM, qTO npOHCXO.n:HT, Kor.n:a 3KOHOMHKa HaqHHaeT C YPOBHSI ueH, OTJI~
HOro OT

po.

HanpHMep, .n:aBlurre CHOBa paccMOTPHM ypoBeHb ueH p"bICOKuii H COOTBeTCTByIOmHH

eMY ypoBeHb COBOKYUHOro cnpoca, J"HU3Kuii. OqeBH.LlHO, qTO yHU3ICMii MeHbIlIe, qeM ypoBeHb BbI
nyCKa, npoH3Be.n:eHHoro npH nOJIHOH 3aHSlTOCTH
npe.ztnOqHTaIOT pa60TaTh Ha ypOBHe BhmycKa

(r). 3To

r.

Ba:lKH0, noTOMY qTO npe.n::npHSlTHSI

Be.n:b OHH BJIOXHJIH .n:eHbrH B 4>a6pHKH H

060py.n:OBaHHe, KOTopoe 6y.n:eT npocTaHBaTb, eCJIH OHH cTaHYT npoH3Bo.n:HTb MeHbIlIe npo
Jl:YKUHH. CJIe.n:OBaTeJIbHO, HX peaKUHeH 6y.n:et CHHXeHHe ueHbI C ueJIbIO YBeJI~eHHSI npo.n:ax.

OHH 6y.LlYT npo.n:OJIXaTh CHHXaTh ueHbI .n:o Tex nop, nOKa nOBCeMeCTHO YP0BeHb ueH B 3KO

112

'facTb II.

MaKP03KOHOIlIfKa - H8YK8

06 SlCOHOMIf'feclCOIl pocTe If cTa6lflftlHOCTIf

HOMHKe CHH3HTCH .0;0

p.,

rrOTOMY 'ITO 3TO TOT ypoBem. ueH, rrpH KOTOPOM rr0'l'pe6HTeJIH XOTm'

K}'IlHTb KOJlHllecTBO rrpo,nyKTa, IIpoH3Be.o;eHHoro rrpH rrOJIHoA 3aJUlTOCTH,

r.

BhI 6eCrrOKOHTeCb, 'ITO BCe 3TH CHH)I{eHHH ueH rrpHBe.o;yT I>HpMy K rrOTepe ,n;eHer?
My)l{aHTeCb: I>HPMhI He 06H33TeJIbHO rrorepHIOT rrpH6hIJIb B 3TOit CHTyauHH, rroTOMY 'ITO o,n;
HOBpeMeHHO rra,n;aIOT H HX pacxo,n;hI.
BO.ZJ;HT MeHbwe, qeM

r"

3To rrpoHCXO.ZJ;HT

rrOTOMY, '!TO Kor,n;a 3KOHOMHKa rrpOH3

rrOHBJUleTCH Macca 6e3pa60THhIX JIIO,n;eA H MHoxeCTBO HeHCrrOJIb30

BaHHhIX rrpOH3BO,n;CTBeHHhIX pecypCOB, KaK TO XeJIe30 H Hel>Tb. Be3pa60THua rrpeIIm'CTByeT


IIOBhIweHHIO 3apIIJIaT, Be.o;b HaJIHqHe 6oJIbworo KOJIHqeCTBa CB06o,n;HhIX TPy,n;OBhIX pecypCOB
3HaqHT, 'ITO BhI MOXeTe HaHm'b JIIO,n;eH 33 60JIee HH3KYIO 3apIlJIaTY. H qeM 60JIbille eCTb HeHC
IIOJIb30BaHHhIX Cpe,n;CTB IIpoH3BO.o;CTBa, reM 60JIbwe rra,n;aeT HX ueHa.
HTaK, MhI rerrepb 3HaeM, 'lT0 60JIee HH3KHe ueHhI rrpHBJIeKaIOT 60JIbwee KOJIHqeCTBO rro
TPe6HTeJIeA, CTHMYJIHPyIOT poeT rrpo.o;8}K H crroco6cTByIOT TOM}', ~O I>HPMbI CHOBa HaHHMaIOT
YBOJIeHHhIX pa60THHKOB.

3ToT rrpouecc

IIpo,n;OJI:lK8eTCH,n;o rex rrop, rrOKa ueHhI yrra,n;YT,n;o

r.

Ha 3TOH TOqKe 3KOHOMHKa CHOBa HaqHHaeT I>YHKUHOHHpOBaTb rrpH rrOJIHoA 3aHm'OCTH, a 3m


3HaqHT, 'ITO Bce pa6oTHHKH, )l{eJIaIOmHe rroJIY'IHTb pa60Ty, MOfyT ee rroJIY'IHTb.
TaKHM xe 06pa30M ueHhI He MOfYT ,n;OJII'Oe BpeMH OCTaBaTbCH HH)l{e ypOBHH

p .

Ha ypoBHe

ueH p"U3KUU JIIO,n;H XOTm' rroKyrraTb rrpo.nyrcr .t',"COKUU. Ho 3TO 6oJIbwe, qeM I>HPMhI MOfyT rrpo
H3BO,n;HTb rrpH rrOJIHOH 38ID1TOCTH. E,nHHCTBeHHhIA crroc06 rrpOH3BeCTH TaKoA 60JIbilioA rrpo

.nyKT -

3TO yBeJIHqRTb rrpd,n;OJI:lKHTeJIbHOCTb pa60qeA He,n;eJIH 33 rrpe,n;eJIhI

CTBeHHhIA crroc06 CXJIOHHTb pa6oTHHKoB COrJIaCHTbCH Ha 3TO rrpH'leM e,n;HHcTBeHHbIA crroc06 rrOBhICHTb 33pa60TuyIO IIJIaTY -

40

qaCOB.

e,n;HH

3aIIJIaTHTb HM 60JIbWe ,n;eHer,


3Ha'lHT rrOBbICHTb ueHbI Ha

IIpoH3Bo,n;HMhIe I>HpMOA TOBaphI. HTaK, eCJIH crrpoc rrpeBhIWaeT rrpe)J)IoXeHHe, ueHhI rrOBhI
WaIOTCH ,n;o rex rrop, rrOKa ou,I ,n;QCTHfHYT

p.,

Kor,n;a KOJIHqeCTBO TOBapa, TPe6yeMoe rr<>TI>e6H

TeJUlMH, TOqHO palJHO o61.eM)' IIpoH3BO,n;CTBa rrpH rrOJIHOH 33ID1TOCTH,

r.

KaK BhI MoxeTe BH.o;eTb, eCJIH ueHhI paCrrOJIafaIOT ,n;OCTaTOqHhIM KOJIHqeCTBOM BpeMeHH

,lVUI rrpHcrroc06JIeHIDl, 3KOHOMHKa Bcer,n;a-B03BpamaeTCH Ha ypoBem. BhIIIYCKa

r. llOCKOJIhKY

MhI Ha3hIBaeM BpeMH, He06xo,n;HMoe )J;JlH KOppeKTHpOBaHHH ueH, OOJlZOCPOltHbIM nepuoooM,


HMeeT CMhICJI Ha3BaTb BepTHKaJIbuyIO JIHHHIO Ha,n;

KPU80U OOJlZOCPOltHOZO C0801cynHOZO npeiJ

JlOJICeHUR, rrOCKOJIbKY oHa rrOKa3b1BaeT, KaKOH o61.eM BbIIIYCKa 6y,n;eT rrpOH3Be,n;eH B 3KOHOMHKe

rrOCJIe TOro, KaK rrpoii.neT ,n;OCTaTOtIHoe KOJIHqeCTBO BpeMeHH, ~06hI ueHbI rrpHcrroc06HJIHch,
BhIPOBHHB rrpe)J)IO)l{eHHe H crrpoc Ha TOBaphI H ycnyrH. (llo,n;p06HOCTH 0 rrpe)J)IO)l{eHHH H
crrpoce BhI Hait.n;ere B fJlaBe

8.)

WOKM BCMCTeMe: peaKL\MR Ha M3MeHeHMe cOBoKynHoro cnpoca


B rrpe.zu,myw,eM rro.ZJ;pa3.ZJ;eJIe o6'bHcHHeTCH, 'ITO rrpoHcxo,n;HT, eCJIH ueHhI Ha TOBaphI H yCJIy
fH 6y.ZJ;YT, B ueJIOM CJIHWKOM BhICOKHMH HJIH CJIHWKOM HH3KHMH: OHH co peMeHeM rrpHcrro

Ca6JIHBalOTCH K paBHOBeCHOMY YPOBHIO

(p.),

TaK 'ITO 3KOHOMHKa MoxeT BePHYTbCH K 06'heMY

IIpoH3Bo,n;CTBa Ha ypOBHe rrOJIHOH ~HHTOCTH

(n. Ho 'ITO H3Ha'IaTIbHO C03.ZJ;aeT YCJIOBHH

)I.JLII

Toro, 'IT06hI ueHhI 6hIJIH CJIHWKOM BhICOKHMH HJIH CJIHWKOM HH3KHMH? IIIoK c08oKynHozo
cnpoca -

06mero KOJIHqeCTBa TOBapoB H ycJIYf, KOTOphIe JIIO.ZJ;H XOTHT KyrrHTb.

Bo-rrepBhIX, ,n;aBaATe rrocMOTPHM, 'ITO rrpe,n;CTaBJIHeT C060H WOK COBOKyrrHOro crrpoca.


Ha pHC.

6.3

nOKa3aHa KPHBaH COBOKyrrHoro cnpoca, CMeCTHBWlUICH BJIeBO OT

ADo,n;o AD].

JIeBOCTopoHHee CMemeHHe KPHBOA COBOKYIIHoro crrpoca Ha3hIBaeTCH ompUl(ameJlbHbIM UlOKOM


cnpoca, Hero MO)l{eT BhI3BaTb, HarrpHMep, COKPameHHe ,n;OBepHH K rrpoueCCaM, npOHCXOllH

IlIHM B 3KOHOMHKe, rrpH HaTIH'lHH KOTOPOro JIIO.ZJ;H XOTm' 60JIbWe OTKJIa.ZJ;hIBaTh H Mem.we rro
we6AATb. (llpaBOCTOpoHHee CMemeHHe

AD Ha3b1BaIOT nOllOJICUmeJlbHbIM UlOKOM

rn8B8 6. ntJll8MY npOHcxo,q_T peqeccHH

cnpoca.)

113

LRAS

ADo

AD,
y

Y"

PHC.

6.3.

OrPHI..l8TeflbHblH WOK COBOKYnHOrO CnpOC8

113HatIaJIbHhIH ypoBeHb ueH,


cnpoca

ADo nepeceKaeTC:

Po,

COOTBeTCTByeT TOtIKe, B KOTOpoA nepBOHatIaJIbHllSI KPHBllSI

C BeprHKaJIbHOA KPHBoA npe.UJIOXeHIDI

LRAS.

B ));OJlroBpeMeHHoM

nepHO));e, nocne TOro, KaK <pHPMhI npHcnoc06:TC: K HapymeHHIO cnpoca, HOBhIA ypoBeHb ueH,

Ph

6YJleT HaxO));HTbC: B TOtIKe nepecetIeHIDI HOBOA KPHBOA


HOBhIA ypoBeHb ueH

(p])

AD] H

BeprHKaJIbHOH KPHBOA

HHXe H3HatIaJIbHOfO ypOBH: ueH

(PO)'

LRAS.

nOtIeMY?

Cnpoc Ha TOBaphI H YCJIYfH YMeHbWaeTClI nOCJIe 0TPHuaTeJIbHoro WOKa cnpoca.


E,nHHCTBeHHbIH cnoc06 3aHHTepeCOBaTb nQTPe6HTeJIeH CHOBa npH06peTaTb 061>
eM npO));YKTa, npOH3Be));eHHhIA npH nOJIHOH 3aHm'OCTH,

(Y} -

3TO CHH3HTb CTOH-

MOCTb nOKYllKH TaKOro 6oJIbworo KOJIHtIeCTBa TOBapa, T.e. CHH3HTb ypOBeHb ueH.
.BbInOJIHeHHe He06xo));HMoro CHuxeHIDI ueH MoxeT 3aHllTb Y npe));npHllTHA HeKO
Topoe BpeMll, HO KOf));a OHH C));eJIaIOT 3TO, 3KOHOMHKa CHOM 6y));eT npOH3BO));HTb
TOBaphI Ha ypOBHe

yo B ));OJIroCpOtIHOM nepHO));e.

Ha)l;eIOCb, 'ITO BhI yxe y6e));HJIHCb, tITO B ));OJIroCpOtIHOM nepHO));e, nOCJIe TOro, KaK ueHhI

CMOTJIH npHcnoc06HTbC: no)); yCJIOBIDI, BhI3BaHHhIe KaKHM 6hI TO HH 6hIJIO WOKOM, 3KOHO
MHKa 6y));eT CHOBa npOH3BO));HTb npoJlYKT, COOTBeTCTBYIOIUHA nOJIHoA 3aHllTOCTH,

YO.

3ro BO

MHOfOM OTJIHtIaeTC: OT rex npoueCCOB, KoropbIe npOHCXOMT B KPaTKOCpOtIHOM nepHO));e,


));0 TOro, KaK u.eHhI npoA)l;yT 3Tan KOppeKTHpoBKH.

KPaTKocpotIHOM nepHO));e : paCCKaxy

BaM B cne,nyIOIUeM nO));pa3));eJIe.

)l(ecTKMe ~eHbl B KpaTKOCpO"lHOM nepMOAe


Kate: yxe 061>>>:CHAA Bhlwe, nOCJIe TOfO, KaK B 3KOHOMHKe npOHCXO));HT KaKOH
JIH60 WOK, u.eHhI C retIeHHeM BpeMeHH KOPpeKTHpYIOTC:, B03BPaIlUUl 3KOHOMHKY K
ypoBHIO BhInyCKa npH nOJIHOH 3aJU1TOCTH

(Y}.

O)l;HaKO 3TOT npouecc MoxeT 3aHllTb

HeKOTOpoe BpeMll, nOTOMY tITO B KPaTKOCpOtIHOM nepHO));e ueHhI B BhIcweA CTe

114

"Iacr" II.

M8KP03KOHOMHK8 - H8YK8

06 3KOHOMH'IeCKOMpoc:re H cr86Hn"HOCTH

neHH XeCTICHe. J];axe MeHe,IOKepaM CaMhIX 6bICTPO npHcnoca6J1HBaIOIUHXCH pHPM


Heo6xo,lUiMO onpe,lJ;eJleHHOe BpeMSl )J)UI TOro, ':ITOObI peWHTb, HaCKOJlbKO CHH3HTb
QeHbI.

A HeKOTOphle pHPMbI B006w;e npo.llBJUllOT He,lJ;OCTaTO':IHylO rn6KOCTb B 3TOM

Bonpoce.
llpe,lJ;nOJIO)({HM, ':ITO KalGUl-TO pHpMa BbInyCTHJIa KaTaJIOrH C nepe':lHeM QeH Ha TOBapbI,
KOTOpbIe OHa npO,lJ;aeT

.'3Ta

pHpMa pacnpOCTPaHHeT CBOH KaTaJIOrH TOJIbKO O,lJ;HH pa3 B ro.JJ;;

OTCIO,lJ;a CJle.nyeT, 'ITO OHa ,lJ;OJDKHa 6Y.JJ;eT np0,lJ;aBaTb nOTPe6HTeJUlM TOBaPbI no 3THM QeHaM ,lJ;O
rex nop, nOKa He 6Y,lJ;eT BbIny:w;eH CJIe.llYlOW;HiI KaTaJlOr.

nO,lJ;06HOil CHTYaQHH pHpMa KOP

peKTHpyeT CBoil 06'beM npoH3Bo,lJ;CTBa C 06'beMOM cnpoca, B03HHKalOIU;HiI no 3THM xeCTKHM


QeHaM. ECJIH 06Hapy)({HTCH, 'ITO eCTb MHOro XeJIaJOIU;HX npH06pecTH TOBapbl no 3THM QeHaM,
$HpMa YBeJIH':IHBaeT 06'beM npoH3BO,lJ;CTBa, 06bI':1HO HaHHMaH C 3TOiI QeJIblO 60JlbWe pa60':lHX.
ECJlH xe OKaXeTCH, 'ITO TOBapbI Y 3TOiI pHPMbI nOXeJIaeT npH06pecTH CJlHWKOM MaJIOe KOJIH
qeCTBO nOKynaTeJIeil, OHa COKPaIUaeT npoH3BO,lJ;CTBO, 06bI':1HO HaHHMlUI MeHbwee KOJIH':IeCTBO
pa60':lHX.
PHC.

6.4

0TP8XaeT CHTY8QHIO, npH KOTOpoil pHpMbI CBH3bIBalOT ce6H xeCTKHMH QeHaMH

H MOlYI' OTBe':laTb Ha H3MeHeHWI B cnpoce TOJIbKO KOppeKTMpOBaHHeM ypoBHH npoH3BO.JJ;CTBa.


Ha pHCYHKe BH.JJ;Ha rOpH30HTaJIbHaH 1CpU60J1 c06OfcynHoeo npeOJlOJICeHUR 6 1Cpam1CocpOliHOM ne
puoiJe SRAS (short-run aggregate supply), KOTOPlUl Ha CaMOM ,lJ;eJIe BOBCe He KPHBWI, a npHMWI
JIHHWI. 31'a "KPHBaH" COOTBeTCTByeT YPOBHIO QeH

POt

nOTOMY ':ITO pHpMbI B KPaTKOcpo':lHOM

nepHO,lJ;e He MOryI' CKOppeKTHpOBaTb CBOH QeHhI. llepeMew;eHWI BJleBO H BnpaBO B,lJ;OJlb KpH
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OHH no.rryqaIOT npH em npo,naxe, 6y,neT IIpeBhlIIlaTb 3aTPaTbI Ha npoH3BO,ncTBO ~H e,nHHHIlhI.


B nepHO,n peueCCHH 60JIee HH3KHit COBOKynHbIit cnpoc 03Ha'iaeT, qro IPHPMbI COKPamaIOT
npOH3BO,nCTBO H npo,nalOT MeHbIIlee KOJI~eCTBO TOBapa. KaK JI 06'bHcHSIIO BbIIIIe, 3apa60THaH
llJIaTa -

70%

3TO caMM 60JIbIIlaH 'IaCTb 3aTPaT 60JIbIIlHHCTBa IPHPM (IPaKTH'IeCKH OHa COCTaBJIHeT

OT 06meit CYMMhI 3aTPaT cpe.nHecraTHc~ecKoilIPHPMbI). ECJIH IPHpMa He MO:lKeT cOKpa

THTb 3apa6OTHyK> llJIaTY H3-3a 60H3HH CHIDKeHHH npO,nYKTHBHOCm, OHa TaKJKe He MO:lKeT B

rnasa 6. nOlfel/lY npOHCXQ,qRT peqeccHH

119

3HaqwrCJIbHOH MCpC COKpaTWfb CBOH 3aTpaTbI Ha npOH3BOJJ;CTBO CJJ;HHHIIbI npo,IIyKUltH. B CBOIO


OqepCJJ;b IPHpMa HC MOXCT HaMHOrO CHH3HTh IICHbI Ha CBOIO npOJJ;YKUltIO, nOTOMY 'ITO IICHbI
JJ;OJI)l{HbI OCTaBaThCR 60JIbIllHMH, qCM 3aTpaTbI Ha npOH3BOJJ;CTBO, qT06bI IPHpMa nOJIY'!!U'a
npH6billb H OCTaBaJIaCb B 6H3HCCC.
IA. EIj~

Ii .... /
~

..
;'

lITO BCC 3T0 03HaqaCT? KorJJ;a cnpoc CHJt)I{aCTCR, IICHbI 06bIqHO OCTaIOTCR B.bICO
KHMH, HCCMOTpR Ha TOT IPaKT, 'ITO cnpoc Ha 3KOHOMHqCCKHH npO.lJYKT CHlt3ltJICR.
3TO npmltHa TOro,

B Ha

pHC.

6.5

~O

3KOHOMHKa JJ;BJt)I{eTCR roPH30HTaJIbHO H3 TOqKH

B TOqtey

nOCJIC OTpHIIareJIbHoro 1II0Ka cnpoca. B PC3YJIbTIlTC nOJIyqaeTCR, 'ITO

H3-3a IICH, XCCTIrnx no npHqHHe Toro, ~o IPHPMbI HC MOryr COKpaTHTb 3apa6oT

HYIO ITJIaTY, OTpltllaTeJIbHblit 1II0K cnpoca npHBOJJ;wr K PCIICCCltH C OJJ;HOBPCMCHHbIM


CHJt)I{CHHCM om.CMa BbIIIYCKa H nOBbIIIICHltCM ypOBHR 6C3pa60TltIIbI, nOTOMY 'ITO B
3TO BpeMR npOXOMT MaCCOBbIC yaOJlbHCHltR.
EOJIbIllC TOro, ItO rex nop, nOKa IICHbI He MOryr XOTb KaK-TO HaqltHaTh naJJ;aTb, 3KOHOMltKa
HC MOXeT nCpCJJ;BHHyTbCR H3 TO'IKH
BeJJ;CHHOro npH nOJIHOH 3aHRTOCTH

B B TO'IK}' C, 'IT06bI BCPHYThCR Ha


(Y'). IJ,CHbI naJJ;aIOT co epe.Mefte.M,

ypoBCHb BblII)'CKa, npOH3


HO 3m npOIIecc JJ:JIHreJIb

HbIH, a ::ITO 3HaqHT, 'ITO OTpHIIaTeJlbHblH 1II0K cnpoca MoxeT npHBeCTH K 3aTRXHOH peIICCCltH.

B03Bpa~eHMeK Y*: AeMCTBMSI npaBMTenbCTBa


B maBC 7 o6bRCHReTCR, KaK rocYJJ;apCTBO MOXCT H'CnOJIb30BaTb MOHcTapHblit

H IPHCKaJIb

HbIH CTHMYJIbl JJ:JIR PCIIICHHR np06JICMbI XCCTKOCTH IICH nyreM nOBbllllCHHR COBOteynHoro
cnpoca. CCH'lac $I xoqy 06pHCOBaTb BKpamc, KaK 3T0 npOHCXOJJ;HT.
IIpeJJ;cTaBbTe, 'ITO nOCJIe TOro, KaK H306paxCHHbIH Ha pHC.
ca CMCCTHT KpHByIO COBOK}'ITHOro cnpoca BJIeBO
nOKa IICHbl CaMH co BpeMCHCM

yna.n:yT.

oTADo K AD},

6.5 OTpHIIareJIbHbIH 1II0K cnpo


roCYJJ;apCTBO HC CTIlHCT )KJJ:aTh,

BMecTO 3TOro OHO 6YJJ;CT CTHMYJlHpOBaTb COBOKynHbIH

cnpoc, TaKqTO KpltBaR COBOKynHOro cnpoca ncpeJJ;BltHeTCR Ha3aJJ; BnpaBO H BepHCTCR K JIH
HHH, C KOTOPOH OHa HaqHHaJIaCb,

ADo-

IIoJJ;06Hbrit 111M BCpHCT 3KOHOMHtey K npOH3BOJJ;CTBY

npH nOJIHOH 3aIDlTOCTH 6C3 TOro, qT06bI JK;LJ:aTh, nOKa

ynanyr

IIeHbI.

'ITO 6YJJ;CT, CCJIH npaBHTeJIbCTBO HC npCJJ;npHHltMaCT HltKaKltX lIIaroB, qT06bI nOJJ;06HbIM

06pa30M CTHMYJIHpOBaTh COBOKynHbIH cnpoc? lITO, CCJIH 3KOHOMHKa HaxOJJ;HTCR B TOqKe

npaBHTeJIbCTBO HC. BMcIIIHBaeTcR? B TaKHX CJIyqaRX IICHbI co BpeMCHCM naJJ;aIOT, nOToMy 'ITO
3aTpaTbI Ha npOH3BOJJ;CTBO TOxe CO BpeMCHCM CHJt)I{aIOTCR.

KaK

MbI YaHJJ:eJIH H3 npCJJ;bIm'lIIltX nOJJ;pa3JJ;eJIOB, ~aTpaTbI Ha OITJIaTY TpyJJ;a OqCHb MCJJ:JICH

HO COKpall(aIOTCR, nOTOMY 'ITO MeHCJJ:)KepbI He XOTRT pHCKOBaTb JIORJIbHOCThIO CBOltX pa60qltX


H3-3a COKpall(CHltR 3apa6OTHOH ITJIaTbI. Ho KorJJ;a 3KOHOMHKa HaxOJJ;ltTCR B TOqKC

B,

3apa6OT

HaR ITJIaTIl CO BpCMCHCM CHJt)I{aCTCR H3-3a 6oJIblllOro 'IHCJla 6c3pa60THbIX. HeKOTopble IPHPMbl
HaHHMaIOT 6c3pa6OTHblx Ha 60JICC HH3KyIO 3apnrraTY, 'ITO COKpamaCT paCXOJJ;bI IPHPMbI; 3TO
3HaqHT, 'ITO OHH MOryr npOJJ;aBaTb CBOH TOBapbIltJIH ycJIyrH JJ;cIIICBJIe JJ;PyrltX IPHpM, KOTOpbIC
yJJ;Cp)l{JtBaIOT ypoBCHb 3apa60THOH ITJIaTbI CBOHX pa60'lltx Ha npeXHeM ypOBHC. Co BpCMCHeM
nOJJ;06HaR CHTYaultR npHBOJJ;HT K TOMY, 'ITO BCC IPHPMbl cOKpaIIIaIOT 3apa60~ ITJIary.
,[(pyrltC paCXOJJ;bI TaKXC COKpamaIOTCR. 3'1'0 npOHCXOJJ;HT nOTOMY, ~O BO BpeMR KpH3HCa,
Kor.n:a 06beM npOH3BCJJ;CHHOro npo.lJYKTa OqCHb CltJIbHO YMCHblllaCTCR, MHorHe cpeJJ;CTBa npo
H3BOJJ;CTBa HC HCnOJIb3yIOTCR. IIpOCTIlHBaIOT 3aBOJJ;bI H rpY30BbIC aBToIPyproHbI, BarOHbI It KO
paMH. ECTh 60JIbllloe KOJImCCTBO HCHCnOJIb3YCMbIX JICCOMarepHaJIOB, XCJIe3HOH PYJJ;bI,

HCl1>~

TH H JJ;pyroro CbIPbR JJ:]lll npOMblIUJIeHHOCTH.


BJIaJJ;CJIbUbI TaKHX HeHCnOJIb3YCMbIX CPCJJ;CTB npOH3BOJJ;CTBa CHJt)I{aIOT UCHy Ha HltX

reM, qT06bl nOCTapaTbCR n06blCTpCC npoJJ;aTb HX. IIoCKOJIbtey UCHbl naJJ;aIOT, 3aTpaTbI IPHPM

120

Ifacrb II.

MaKp03KOHOMHKB - HayKa

06 3KOHOMH'IeCKOM pooTe H cTa6H1lbHOCTH

TO)Ke YMeHbllIaIOTCR, H TaKJfM 06pa30M <l>HpMbI CHIDKalOT npO)).a)KHbIe ueHbl Ha CBOI{ TOBap.

11,

nOCKOJIbKY npO)).IDKHble ueHbl na)].aJOT, 3KOH~MHKa )).BIDKeTCR H3 TOqKJf

B TOqKY

C,

rrOJCa3aHO Ha pHC. 6.5, BOCCTaHaBJIHBaR npOH3BO)).CTBO )).0 ypOBHR nOJIHOI{ 3aHRTOCTH

KaK

(r).

BH)l.HTe, KaK 'I)')).eCHO Bce HaJI~BaeTCR (co BpeMeHeM)?

j)ocHiuzae.,u ft.a6'Jtol'ectlJl, Itft.U .JIteCJh,ltUX


/ii!Jta.x: ~0'1e."tb KeuJtca
,[J;a)Ke eCJIH 3TO nepBaR KHHra no 3KOHOMJ1qeCKOI{ TeOpHH, KOTOpYJO BbI KOma-JIH60' )).ep
)KaJIH B CBOHX PYKaX, Bee-TaKJf R n03BOJIIO ce6e 3a)].aTb BaM Borrpoc: BaM HHqero He roBOpHT
HMR KeI{HC? KTO 3TO TaKOI{ H noqeMY 3KOHOMHCTbI TaK ero JII06RT?

Di

~.~
\,c'
...

~ if'

,1l;)KOH Mel{Hap)). Kel{HC CqHTaeTCR caMbIM BbmalO~HMCR 3KOHOMHCTOM

XX

BeKa.

IIoqeMY? OH 6bIJI nepBbIM 3KOHOMHCTOM, KOTOPbIH OC03HaJI, ~ HMeHHO :lKeCTKJfe

.ueHbI (Bbl3BaHHbIe K JKH3HH )KeCTKJfMH 3apnJIaTaMH) -

BHHOBHHKJf rrpOHCXO)l.SlIIIHX

peueCCHI{. Kor)).a BbI npOqJIH npe)).bI)l.ymHI{ pa3)).eJI, y Bac MOfJIO CJI9:lKH:rbCR Brre
qaTJIeHHe, qTO H)l.eH, H3JlO)KeHHble B HeM, He 6bIJIH, TaK CKa3aTb, peBOJIIOUHOHHbIMH, HO rrOBepbTe MHe: npOHHuaTeJIbHOCTb Kel{HCa COBepllIeHHO H3MeHHJIa no)l.Xo)).
K H3yqeHHIO 3KOHOMHKlf.

l:J:TO nO)).BHfJIO Kel{HCa Ha 3T0? IIpHqHHOI{ BceMY nOCJI~O TO j')KaCHoe cocroRHHe, B


KOTOpOM rrpe6bIBaJIa 3KOHOMHKa CllIA BO BpeMR BeJIHKOI{ )).enpeCCHH 1930-x ro)).OB. Y:lKe B
caMOM ee Ha3BaHHH -

BeAu/UlJl iJenpeccUJI -

KpoeTCR HeKOTopoe rrpe)).CTaBJIeHHe 0 TOM, Ha

CKOJIbKO nJIOXO IlIJIH Tor,n:a )).eJIa B 3KOHOMHKe. ,[J;aBal{Te cpaBHHM. HOPMaJIbHbIl{ 3KOHOMH
qeCKJf1:l: crra)]. Ha3bIBaeTCR pe~eccueu. DoJIee fJIy60KJfl{ H cepbe3HbII{ crra)]. Ha3bIBaeTCR

cueu.

iJenpec

Ho TO, qro npOHCXO)).HJIO B Coe)).HHeHHbIx IIITaTax B 30-e ro)).bI rrpoIIIJIoro BeKa, 6bIJIO

HaCTOJIbKO nJIOXHM, ~o JIIO)l.H CTaJIH Ha3bIBaTb 3TOT rrepHO)).

BeJ/uKou iJenpeccueu,

qT06bI caMO

Ha3BaHHe MOfJIO )).OHeCTH )).0 Hac aTMoc<l>epy rrOHCTHHe )KyTKHX c06bITHI{.


BeJIHKWI )).errpeCCHR HaqaJIaCb C 3aTR)KH01{ peueCCHH 1929-1933 rO)).OB. Coe)).HHeHHbIe
IIITaTbI He CMOfJIH BepHYTbCR Ha YP0BeHb rrpOH3BO)).CTBa 1929 ro)).a BITJIOTb )).0 BCTYITJIeHHR
BO BropYJO MHpOBYJO BOI{HY B 1941 ro)l.y.

,[(mI:

TOro qro6bl corrOCTaBHTb BeJIHKYIO )).errpeCCHIO

C )l.pyrHMH rrepHo)).aMH crra)].a, B3rJIRHHTe Ha Ta6JI. 6.1, KOropWl co)).ep:lKHT )).aHHble 0 KaX<:)l.OI{
H3 ceMH peueCCHI{, HcrrbITaHHbIX ~llIA HaqHHWI C 1960 ro)).a, a Ha rrepBOM MeCTe -

)).aHHbIe,

0TP~IOIII,He nepHO)). BeJIHKOI{ )).errpeCCHH.

TaCSnMqa 6.1. BenMKali AenpeCCMH M3KOHOMM'feCKMe cnaAbI B CWA C 1960 roAS

Ha... ano

KOHel.l

AnMTenbHQCTb
(B MecRI.I8X)

CaMbiA BblCOKMM ypoBeHb 6e3pa6oTMI.IbI

M3MeHeHMR
DpeanbHoM BBn (%)

ABrycr 1929

Mapr 1933

43

24,9

-28,8

Anpenb 1960

C1>eBpanb 1961

10

6,7

2,3

AeK86pb 1969

Hml6pb 1970

11

5,9

0,1

H01l6pb 1973

Mapr 1975

16

8,5

1,1

~HBaPb 1980

I1101lb 1980

7,6

-0,3

I1IOHb 1981

H01l6pb 1982

16

9,7

-2,1

I1IOHb 1990

Mapr 1991

7,5

-0,9

Mapr 2001

H01l6pb 2001

6,0

0,5

HCrO'lHUKu: NBER, 3KOHOMU'IeCKUU oT'ler npesu,aeHTY CiliA, elOpo rpy,aoBoU cr8rucrUKU.

rnasa 6. nOlfeMY npOHCXO,lUlT peLCeCCHH

121

'ITO ,qenSeT peqeccHIO peqeCcHej

B Ha'l8J1e

rnaBbi pel.{eCCHR OnpeA9nReTCR

WTaT MaCCa'lyceTc, Oc!>HIlH8J1bHO" 06bRBnR

KaK nepHOA BpeMeHH, BO BpeMR KOToporo

eT 0 Ha'l8J1e H OKOH'IaHI1I1 Bcex nepl10AOB pe

06beM npOl1aBOACTBa n8A8eT, a 6eapa60TML18

lleccHl1, npoxOAR~B CoBAHHeHHbIX WTaTax

paCTeT. Ho 3TO He eAI1HCTBeHHoe ee onpe

AMepl1KI1. 3Ta rpynna PYKOBOACTByeTcR A/lHH

AeneHHe. Hanpl1Mep, Bbi MOlKeTe npO'lI1TaTb

HbiM Cnl1CKOM KpI1TePl1eB, KOTOPbl~ Ha'lHHaeT

B KaKOM-nI160 Y'!e6HHKe I1nl1 raaeTHO~ CTa

CR C nllAE!HHR 06beMa BblnycKa 11 BoapaCTaHI1R

Tbe, 'ITO 3KOHOMI1Ka HaxOAI1TCR B pelleCCI1H,

ypoBHR 6eapaOOTl1l1bl, BKnIO'ISSI Macey APyrl1x

ecnl1 pe8J1bHbI~ BBn n8A8eT B Te'leHl1e AByx

c!>aKTOpOB: Hanpl1Mep, ASHHble 0 TOM, Ha

KBapT8J10B nOAPRA. Ho ecnl1 Bbi nOCMOTpl1Te

CKonbKO 6b1CTpO c!>a6pHKI1 nonY'!alOT HOBbie

Ha Ta6n.

6.1,

TO aaMeTI1Te, 'ITO BO BpeMR OT

AenbHbIX pelleCCI1~ (Hanpl1Mep, TO~, KOTopaR


Ha'l8J1aCb B anpene

1960),

peanbHbI~

BBn

aaKaabl. V1HOI",Q8 3TM APyrl1e c!>aKTOpbl npl1BO


ART 3KOHOMI1CTOB

NBER

K ow,yw,eHI1IO TOro,

'ITO 3KOHOMHKa npOWlla CBO~ nl1K 11 BCrynl1n8

nOAHI1M8J1CRj BMecTO TOro 'IT06b1 n8A8Tb. TaK

B nepl10A pelleCCI1H, ASlKe ecnl1 06beM npo

nO'leMy lKe 3TI1 nepl10Abi Bce paBHO Haablsa

I13BOACTsa He n8A8eT.

3a~AI1Te Ha Web-ca'1T

IOTCR pelleCCHRMI1?
MHorl1e c!>aKTOpbl BXOART B onpeAeneHl1e

www. nber. org,

NBER no SAPecy
TaM HaxOAI1TCR 60nbWe

TOro, 'ITO H83b1BaeTCSI pelleccl1e~. rpynna 3KO

HHc!>0pMaIlHH 06 3KOHOMI1'1eCKI1X I1I1Knax H 0

HOMHCTOB l1a HallHOH8J1bHoro SIOPO 3KOHOMI1

TOM, KaK I1MeHHO

'IeCKI1X I1ccne.o.osaHI1~

T1eHHH pelleCCI1I1.

(NBER) B KeM6PHAlKe,

NBER 06bRBnReT 0

Hacryn

KaK BhI MOXere BH,D;eTb, BeJIHKaJI .llenpeCCIDI 6h1JIa HaMHOro, HaMHOro xyxe mo6oA .llpyroA
06bNHOA peueCCHH. npHMepHO

25%

TPY.llOBhIX pecypCOB CTPaHhI 6h1JIH He Boc-rpe60BaHhI, a

Haqll.!lbHhlA cnll.ll npoH3BO.llCTBa .llJlHJICg npHMepHO B qeThIPe pa3B .llOJIbWe, qeM 1O,7-MecK<I
Hhle (B cpe.llHeM)peueCCHH, B03HHKaBWHe B

CllIA C HaqBJIB 60 ro.llOB npoWJIoro BeKa.

06lIJ,HA 06'beM 9KOHOMHlIeCKoro npOH3BO.llCTBB, KOTOPhlA H3MepgeTCSI peaJIbHhlM BBn


(pellb 0 HOMHHBJIbHbIX H peBJIbHhIX BeJIHlIHHaX H,D;eT B rJIBBe
DO

Bpe~

5)

06bNHoA peueccHH. HanoMHHM, 'ITO HOMUHaJlbHblU

nB.llBeT HaMHOro HHXe, HeXeJIH

BBll -

9TO COBOKYJIHag pJ>jHOll

Hag CTOHMOCTb KOHeqHhIX TOBapOB H YCJIYf, npoH3Be.lleHHhIX 9KOHOMHlIeCKHMH cy6'beKTaMH


(npe.llnpIDITHSlMH, opraHH3BUHSlMH, HH,llHBH,D;YBJIbHhlMH npe.llfipHHHMareJISlMH, .llOMBWHHMH .
X03gAcTBaMH) 3a TeKYIUHA nepHO.ll (KaK npaBHJIO, 3a ro.ll) Ha 9KOHOMHlIeCKoA TeppHTOpHH
.llaHHoA CTPaHhI; BBn, H3MepeHHhlA B ueHax 6a3HCHOro nepHO.lla, Ha3h1BBeTCg peaJIbHbIM
TepMHH peQ//bHblU 03HalJaeT, 'ITO CTOHMOCTh TOBBPOB H

BBll.

yc.rryr Onpe,lleJIeHB B nOCTOSlHHhIX ueHax.

nOCKOJIbKY pellJlbHhIA BBn KOppeKTHpyeTCg C y'leTOM HHmsIUHH, OH OXBBThlBBeT H3MeHeHIDI


B cPH3HlIeCKOM KOJIHlIeCTBe npOH3Be.lleHHoro
HhlA BBn nll.llllJl MaKCHMYM Ha

2-3%.

npo.!lYKTB.

Bo Bpe~ He.llBBHIIX peueccHA peaJIb

Bo BpeMJI BeJIHKoA .llenpeCCHH OH ynaJI Ha

KaK OqeBH,D;eu BeJIHKOA .llenpeCCHH,

28,8%!

KeAHC gBHO XOTeJI onpe.lleJIHTb npHllHHY TaKOrO pe3

KOro 9KOHOMHlIeCKoro Cnll.llB H Y3HaTh OTBeT Ha Bonpoc: 'ITO MOrJIO 6h1 npe.llYIlpe.llHTb no.ll06
Hoe onyCTOweHHe?

KoppeKTMpOBaHMe aanaCOB MaTepManbHblX


060POTHbiX cpeACTB BMeCTO L\eH
KeAHC He TOJIbKO onpe.lleJIHJI, 'ITO xeCTKHe ueHhI npHBO,lUIT K peueCCIDIM B 9KOHOMHKe;
OH TaIOKe pa3pa60TaJI BeCbMa y6e.llHTeJIbHyIO MO.lleJIb, KOTOpag .ll0 CHX nop npHcyrCTByeT BO
MHorHX yqe6HHKax no MaKp09KOHOMHKe. 31'a MO.lleJIb -

lIaCTh nO,llXO.lla K ynpBBJIeHHIO MaK

p03KOHOMHKoA, Ha3BaHHoro lCeUHCUQHCIn80M, npH KOTOpOM peKOMeH.llYlOTCSI cymecTBeH

122

. 'Iacn. II.

AfalCp03lCOHoMlflCa - HaylCs

06 31COHOMlflfecKOM poCTe "

cTa61U1ltHOCTH

Hble focy)J;apCTBeHHble BMeIIIaTeJIbCTBa B 3KOHOMHKY BMeCTO nOIlUmUKU He6MeWamellbCm6a.


(06C}')IC.lI;eHHe 3aTPaT H BblfO)J; OT BMeIIIaTeJIbCTBa focy)J;apcTBa B 3KOHOMHKY Bbl HaH.LleTe B
rnaBe

3,

pa3.LleJIe "Onpe)J;emJ:eM, 'ITO )J;OJDKHO 6blTb npOH3Be)J;eHo".)

ITo npaB,lle roBOpH, H )J;OJDKeH no,nqepKHYTb, qTO KeiiHCHaHCTBO Bbl3BaJIO MHOro KpHTHKH
H qTO OHO -

He CaMoe Ba)l(Hoe B MaKp03KOHOMHKe. Ho Ta ero qaCTb, KOTOpaJI npe)J;CTaBJIeHa

MHOIO B )J;aHHoii KHHre, cnopOB He Bbl3blBaeT. IT03HaKoMHBIIIHCb C HeIO, Bbl noiiMeTe, KaK
3KOHOMHKa npHXO,llHT Kpa6H06ecUiO -

nOJIOXeHHIO, npH KOTOpOM BbIpaBHHBaeTCH COBOK)'II

Hoe npeMoxeHHe H COBOKYITHbIH cnpoc -

B npe)J;eJIbHO KpaTKHe CpOKH nOCJIe 3KOHOM~e

CKOro IIIOKa, KOf)J;a ueHbI Boo6IUe He MOryT MeHHTbCH.


BepHeMCH Ha MHHyry K pHC.

6.4.

OT ypOBHH npOH3BO)J;CTBa npo)lyKTa

MO.lleJIb KeiiHca o6'bHcIDIeT, KaK 3KOflOMHKa )J;BH)I(eTCH

Yo)J;o

ypOBHH npoH3BO)J;CTBa

COBOKYIT~oro cnpoca, a ueHbl <pHKCHpOBllHbI Ha ypoBHe

Yj,

KOf)J;a' npOHCXO)J;HT IIIOK

Po-

MO)J;eJIb KeiiHca <POI{ycHpyeT HaIIIe BHHMllHHe Ha npOH3Be)J;eHHbIX <pHPMaMH BJIO


xeHIDIX B TOBapbI, KOTOpbIe 6bIJIH H3fOTOBJIeHbI, HO He 6bIJIH npo)J;aHbI. ITo KeiiHcy
H3MeHeHHR JanaCOB MarepHaJIbHbIX 060POTHbIX cpe)J;CTB npHBOilHT <pHpMbI K yae

JI~eHHIO HJIH YMeHbIIIeHHIO o6'beMa npOH3BO)J;CTBa B cHTYauHHX, KOf)J;a ueHbI xeCTKHe H He MOryT

CJIYXGITb CHrHaJIOM

K )J;eiiCTBHIO.

~ TOro qT06bI yaH,lleTb HOBH3HY H,lleH KeiiHca 0 3anacax MaTepHaJIbHbIX 060POTHbIX


cpe)J;cTB, HYXHo nOIDITb, 'ITO eCJIH ueHbI MOryT MeHHTbCH, 3HaqHT, ueHbI (a He MarepHaJIbHble
JanaCbl) 6y.llYT PYKOBO)J;HTb peIIIeHHHMH <pHPM 06 06'beMax npOH3BO.llCTBa
./

ECJIH 6bI ueHbl nO,llHHMaJIHCb, <pHpMa 3HaJIa 6bI, 'ITO ee llpo)J;YKUHH nonyJIHp
Ha H qTO HYXHO YBeJI~Tb 06'beM np0!'l3BO)J;CTBa

./

ECJIH 6bI ueHbI CHH)l(aJIHCb, <pHpMa 3HaJIa 6bI, qTO ee TOBap He nOJIb3yeTcH
CnpOCOM, n03TOMY HYXHO cOKpaTHTb 06'beM npOH3BO)J;CTBa (a MoxeT, H 0006
me nepeiiTH Ha )J;pyroii BH,ll )J;eHTeJIbHOCTH!).

O)J;HaKo B CHTYaUHH HaJI~HH B 3KOHOMHKe xeCTKHX ueH <pHpMaM H)')KeH KaKoii-TO )J;py
roii cnoc06 peIIIeHHH, yaeJIHqHBaTb HJIH COKpamaTb npoH3Bo)J;CTBO. KeiiHc nepBblM nOHHJI,

qro PYKOBOlUlIUHMH CHJIaMH B )J;aHHOM cnyqae 6y.llYT H3MeHeHHH 3anaCOB MarepHaJIbHbIX 060
pOTHbIX Cpe)J;CTB.

Cne,qHM 38 ypoBHeM 38n8COB M8TepH8nIJHIJIX 060POTHIJIX Cpe,qCTB


YpoBeHb 3anaCOB MarepHaJIbHbIX 060POTHbIX cpe)J;CTB nOCTOHHHO MeHHeTCH, Be)J;b TOBapbl
nOCTOHHHO nocTYITaIOT H nOCTORHHO npo)J;aIOTCH. HOBoe npoH3Bo)J;CTBO yaeJI~HBaeT 3anaCbI,
TOf)J;a KaK HOBbIe npO)J;axH HX YMeHbIIIaIOT. )l;Ba <paKTopa BJaHMo)J;eiicTBYIOT )lJIH onpe)J;eJIeHHH
TOro,

yaeJI~HBaJICHJIH

ypOBeHb MarepHaJIbHbIX 3anaCOB, CHH)I(aJICH HJIH OCTaBaJICH npeXHHM.

HanpHMep, eCJIH HOBbIii 061>eM npOH3BO.llCTBa paBeH ypoBHIO HOBbIX npO)J;ax, ypOBeHb 3ana
COB MarepHaJIbHbIX o60pOTHbIX cpe)J;cTB OCTaeTCH npeXHHM. ECJIH HOBbIii o6'beM npOH3BO)J;CT
Ba npeBbIIIIaeT ypoBeHb HOBbIX npO)J;ax, ypoBeHb MaTepHaJIbHbIX 3anaCOB nOBbIIIIaeTCH.
BJaHMO)J;eiicTBHe HOBOfO 06'beMa npoH3Bo)J;cTBa H HOBhlX npo)J;ax HBJIHeTCH Bax
HbIM nOToMy, qTO Kax)J;aJI <pHpMa HMeeT ~elle6ou yp06eHb 3anaCOB MaTepHaJIbHbIX
060POTHbIX cpe)J;CTB, KOTOPbIii OHa npe)J;nOqHTaeT npo)J;OJI)l(aTb y)J;epXHBaTb B CH
TYaUHHX, npH KOTOPbIX npO)J;axH BpeMeHHO H,llYT 6bICTPee, HeXeJIH <pHpMa MoxeT
npOH3BO)J;HTb llpo,llYKT. IJ.eJIeBoii ypOBeHb onpe)J;eJIHeTCH 3aTPaTaMH H npH6bIJIbIO OT
BJIa)J;eHHH 60JIbIIIHM HJIH MeHbIIIHM 06'beMOM MarepHaJIbHbIX 3anaCOB.

rnaas

6. nOlfeMY npOMCXQART pe148CCMM

123

HMeTb MeHbIlIe 3anaCOB MaTepHaJIbHbIX 060POTHhlX Cpe)).CTB, qeM Ha3HalJeHO QeJIeBbIM


ypoBHeM, OnaCHO, nOTOMY ~O IPHpMa MO:lKeT OKaJaTbCH Hecnoc06HoH CnpaBHTbCH C nepHO

~eCKHMH BCDJIeCKaMH npo)).a:lK. 06JIa)].aHHe 60JIbIlIHMH 3anaCaMH, qeM HaJHalJeHHbIH QeJIe


BOH ypOBeHb, He3KOHOMHO, nOTOMY qro HeT CMbICJIa XpaHHTb TOBapbI, H3 ro)).a B ro)). BaJIHIO
WHeCH 003 .lIeJIa, HenpO.lIaHHbIMH.

KroIc.naH

IPHpMa B3BeIlIHBaeT H3)).ep:lKKH H BbIro.llY, lJro6bI

onpe)).eJIHTb C06CTBeHHbI-H QeJIeBOH ypoBeHb 3aIlaCOB MarepHaJIbHbIX 060poTHhlX Cpe)).CTB.


UeJIeBOH ypoBeHb MarepHaJIbHhlX JanaCOB MO:lKeT papbHpOBaTbCH H3 ro)).a B ro))., B 3aBHCH
MOCTH OT TOro, O:lKH)].aeT JIH IPHpMa 60JIbIlIHX HJIH MaJIhlX 06'beMOB npo)).a:lK. ECJIH MeHe)].X(epbI
O:lKH)].aIOT 6oJIbIIIOH 06'beM npo)).a:lK, OHH MOryI' JaDJIaHHpoBaTb YBeJIHqeHHe MarepHaJIbHbIX 3a
naCOB,. a eCJIH OHH O:lKH)].aIOT MaJIOrO 06'beMa npo)).a:lK, OHH MOryI' IVIaHHpOBaTb YMeHbIIIeHHe
3anaCOB.
KeiIHc OC03HaBaJI, qTO IlIOKH COBOKYDHOro cnpoca (KoTOpbIe no onpe)).eJIeHHIO Heo:lKH)].aH
HbI) MOryI' npOHBHTbCH HeO:lKH,lUlHHbIMH H3MeHeHHHMH MarepHaJIbHhlX 3anaCOB IPHpM.

vi' Heo:lKH)].aHHo HH3KHH COBOKYDHbIH cnpoc 3Ha~, qro npo)).a:lKH na)].aIOT Ha


CTOJIbKO,

~o

MaTepHaJIbHbIe 3anaCbI yBeJIHqHBaIOTCH H )).ocmraIOT ypOBHH,

npeBbIIlIaIOmero QeJIeBOH.

vi' HeO:lKH)].aHHO BbICOKHH COBOKYDHbIH cnpoc 3Ha~, qro npO)).a:lKH YBeJIHqHBa


IOTCH HacTOJIbKO, qro 3anaCbI COKPamaIOTCH H He )).OCTImUOT QeJIeBOro ypoBHH.

YsenHlfeHHe HnH COKpau.ceHHe 06"eAfa npoH3sO,ltCTsa


npH Kone6aHHH ypOSHII 3anacos
HeoxomaHHO 60JIbIlIHe H3MeHeHHH 3anaCOB MarepHaJIbHhlX o60poTHhlX cpe)).CTB npHBO)].HT
IPHPMbI K CJIe.lJYIOIUHM H3MeHeHHHM ypoBHH npoH3BO)).CTBa.

vi' BeJIH ypoBeHb MaTepHaJIbHhlX 3anaCOB npeBbIlliaeT QeJIeBOH ypoBeHb, IPHPMbI


pearHPYIOT cOKpameHHeM npOH3Bo)).cTBa. Kor)).a TeMn pOCTa npOH3BO)).CTBa
CTaHOBHTCH HH:lKe TeMna pOCTa npo)).a:lK, MaTepHaJIbHbIe JanaCbI HalJHHaIOT
CHH:lKaTbCH OTHOCHTeJIbHO QeJIeBoro ypoBHH.

vi' ECJIH YPOBeHb MarepHaJIbHhlX 3anaCOB OKa3bIBaeTCH HH:lKe QeJIeBoro ypoBHH,


IPHPMbI peamPYIOTYBeJIHqeHHeM npoH3BO)).cTBa. Kor,n;a TeMn pOCTa npOH3
BO)).CTBa CTaHOBHTCH BbIllie reMna pOCTa npo)).a:lK, MarepHaJIbHbIe 3anaCbl YBe
JI~HBaIOTCH.

H3MeHeHHe ypOBHH npOH3BO)).CTBa, BbI3BaHHOe H3MeHeHHHMH 3anaCOB MaTepHaJIbHbIX


060POTHblX Cpe)).CTB, lJpe3BMqaiIHo BlDKHO, nOTOMY ~o OHO nOKa3bIBaeT He TOJIbKO ro, YBe

JI~HBaeTCH npo.lJYKT

(y)

HJIH YMeHbIlIaeTCH, HO TaK:lKe paCTeT HJIH COKPaIUaeTCH ypOBeHb 003

paOOTHQbI.
HanpHMep, eCJIH npe)].DpHHTHH YBeJIHqHBaIOT 06'beM npOH3BO)).CTBa nOTOMY, ~o MarepH
aJIbHbIe 3anaCbI COKPaTHJIHCb )).0 ypOBHH, HaxO,D;HmerOCH HIDKe QeJIeBOro, HM H)'lKH0 HaHHTb
60JIbIlIe pa60'IHX, H Tor)).a 6e3pa6oTHQa nOMeT Ha yfibIJIb.

)).pyroH CroPOHbI, eCJIH IPHPMbI

COKpamaIOT 06'beM npOH3BO)).CTBa, nOToMy ~o MarepHaJIbHbIe 3anaCbI npeBbICHJIH QeJIeBOH


ypOBeHb, HM npHXO)).HTCH

YBOJIHTb pa60'IHX, if rorM OO3pa6oTHQa B03paCTaeT.

KoppelCTHposaHHe 3anaCOS CYlfeTOAf 3annaHHpOSaHHWX


Ht/JalCTHlfeCKHX paCXOAOS
B

MO)).eJIH KeHHca )).eJIaeTCH ynop Ha Pa3JIHqHH Me)K)].y JaIVIaHHPOBaHHbIMH H lPaKTHqe

CKHMH pacxo)).aMH.

124

'ISCTb

II.

MSICp03KOHOMHKS - HSyKa

06 3KOHOMH'IeCKOM pOCTe H cTs6HnbHocTH

./ 3annoHUjJ080HHble POCXOObl -

9TO KOJIWleCTBO ,n:eHer, KOTOphle ,n:OMOX035IHCTBa,

npe,n:rrpIDl1'IDl, rocy,n:apCTBO H Japy6eX<Hhle rr0Tpe6HTeJIH XOTeJIH 6hl rrOlpaTHTb


Ha TOBapbI H YC.rryrH OTe'leCTBeHHoro rrpoH3BO,n:CTBa
./ tP01CmUlfeCKUe POCXOObl rrpupaBHHBaIOTC5I K BaJIOBOMY BHYTPeHHeMY rrpO.n:yKTy

(BBTI),

0 KOTOpOM paCCKa3b1BaeTC5I B maBe

4.

cDaKTWlecKHe pacxo,n:hl paBHbl

CYMMe, KOTOPYIO B ,n:eDCTBHTeJIbHOCTH lpaT5IT Ha TOBapbl H yCJIyrH OTeqeCT


BeHHoro rrpOH3Bo,n:CTBa ,n:OMOX035IDcTBa, rrpe,n:rrpH5ITH5I, rrpaBHTeJIbCTBO H Ja
py6eX<Hhle rroKYIIaTeJIH.
qTO rrpOHcxo,n:HT, Kor,n:a lPaKTHqeCKHe pacxo,n:hl OTJIHqaIOTC5I OT 3aIIJIaHHpOBaHHhlX
paCXO,n:OB? 3arrachl MaTepHaJIbHblX o60poTHblX cpe,n:CTB aBTOMaTHqeCKH H3MeH5IIOT
C5I. HarrpHMep, ecml Ha TOBaphl H yc.rryru lpaTHTC5I 60JIbIIle ,n:eHer, qeM 3aIIJIaHHpO
BaHO, JIIO,n:H rrOKYIIaIOT 60JIbIIle rrpo,n:YKTa, qeM rrpOH3Bo,n:HTC5I B ,n:aHHblH MOMeHT.
3Ta cHTYaUH5I B03MOX<Ha rrOTOMY, 'ITO lPHpMbl rrpo,n:aIOT TOBaphl H3 CBOHX MaTepH
aJIbHbIX 3arraCOB, KOTOphle OHH C03,n:aJIH paHee.

C ,n:pyroH CTOpOHhl,

eCJIH JIIO,n:H lpa

T5IT MeHbIIle ,n:eHer Ha TOBaphl H ycJIyrH, qeM 6hlJIO 3aIIJIaHupOBaHO, MaTepHaJIbHhle


3arraCbl <tlHPM YBeJIHqHBaIOTC5I, rrOTOMY qTO lPHpMhl ,n:OJIX<Hhl CKJIa,n:HpoBaTb BeCb
rrpoJJ:YKT, KOTOphlH OHH He MOryT rrpo,n:aTb.
KeitHc rrpe,n:CTaDHJI 3aIIJIaHHpOBaHHhle pacxo,n:hI,

PE,

B BH.n;e aJIre6paWlecKoro paBeHCTBa:

PE = C + IP + G + NX

(6.1)

.sI ,n:eTaJIbHO 06b5ICH5IIO HX B maDe 4,

qTO 03HaqaIOT Bee 3TH 6yxBbl?

a :meCb rrpHBe.n:y JIHIIIb

KPaTKOe co,n:eplKaHHe

./ C 03HaQaeT 06beM

./ IP 03HaIJaeT

BhlrryCKa, KOTOPblH Heo6xo,n:HM rrOlpe6HTeJI5IM.

06'beM BhlrrycKa, KOTopoelPHpMhl IIJIaHHpYIOT rrpHo6peCTH KaK

HHBeCTHUHOHHhle TOBaphl, HarrpHMep, HOBhle <t>a6pHKH H o6opy,n:OBaHHe, a


TaIOKe BC5IKOe IIJIaHHpyeMoe H3MeHeHHe 3arraCOB MaTepHaJIbHhlX 060pOTHhlX
cpe,n:CTB.
ECJIH rr03,n:Hee <t>HpMbl ,n:OJIX<Hbl 6y.D:YT YBeJIH'lHTb HJIH COKpaTHTb MaTepHaJIb
Hhle 3arraCbI 6oJIbIIle, IJeM OHM IIJIaHHpOBaJIH, 3HaQHT, <t>aKTWleCKHe HHBeCTH
UHOHHble pacxoJJ:hl,

I,

He 6y.D:YT paBHbl o6beMY 3aIIJIaHHpOBaHHhlX HHBeCTH

uHH,IP.
./ G 03HaIJaeT,

KaKYIO qaCTb rrpOJJ:YKTa XOIJeT rrpH06pecTH rocy,n:apcTBo

B BH.n;e

II1KOJIbHhlX 3,n:aHHH HJIH rapaHTHpoBaHHoH rrOCTaBKH 6YMarH JJ)UI qHHOBHH


KOB .

./ NX 03HaQaeT IfUCmblU 06'be.M 3Kcnopmo -

CTOHMOCTb 3KcrropTa OreqeCTBeHHblX

TOBapoB H yc.rryr MHHYC CTOHMOCTb HMrropTa 3apy6eX<HOH rrpo,n:YKIlHH.

NX co

Q6II1aeT HaM QHCTbIH crrpoc 3apy6eXHbIX 3KOHOMHK Ha TOBapbl O"I'eIJeCTBeHHO


ro rrpoH3Bo.uCTBa.

)lmI:

<t>aKTH'leCKHX pacxo,n:OB,

Y,

KeHHC HCrrOJIb30BaJI TO JKe ypaBHeHHe, KOTopoe Mhl HC

rrOJIb3yeM JJ)UI BhI'lHCJIeHH5I BaJIOBOro BHYTPeHHero rrpOJJ:YKTa (peIJb 0 HeM H.n;eT B maBe

Y=C+I+G+NX

rnasa 6. nO'leMy npOMcxO~flT petteCCMM

4):

(6.2)

125

llo'IeMY MbI MOXeM HCnOJIb30BaTb ypaBHeHHe BBll AJUI BbI'lHCJleHIDl lPaKTH'IeCKHX


paCXO,llOB?

KaK H 06'bHCHHIO B maDe 4,

,lloxo.lly, noTOMY 'ITO B 3KOHOMHKe

lPaK'I'H'leCKHe pacxO,llhI PaBHhI COBOKYJIHOMY

KaXC,llhIit

KeM-TO H3paCXO,llOBaHHhUl: ueHT CTaHO

BHTCH ,llOXO,llOM AJUI KOro-HH6y.zu, ,llpyroro. DOJIee TOro, lPaK'I'H'leCKHe paCXO,llbI TaK
)ICe paBHbI CTOHMOCTH BCex TOBapOB ~

YCJI}T,

npoH3Be,lleHHhIX 3KOHOMHKOj;(, nOTO

MY 'ITO BCHKaH 'IaCTb npoH3Be,lleHHoro npo.uyKTa KOMY-HH6y,llb npo,llaHa. (BCHKHj;(


npo.uyKT, npoH3Be,lleHHbIA lPHPMOj;(, HO KOTOpblit He MO)ICeT 6hITb npo,llaH nOTPe6H~
TeJIHM, C'IHTaeTCH "npo,llaHHbIM" lPHPMOj;( CaMoj;( ce6e, KaK 'IaCTb ee M;arepHaJIbHbIX
3anaCOB.

3TH H3MeHeHIDI 3anaCOB H3BeCTHhI KaK uH6ecmu~uu 6

eTCH B BBll, KaK 'IaCTb 06w;ero 06'beMa HHBeCTHuIdt,

3anOCbl H CYMMHPY

I.)

Y C nOMolIlblO pa3HhIX cnoco60B.


Y B BH,lle lPaKTH'leCKHX paCXO,llOB;B

lbyqaH MO,lleJIb Kej;(Hca, O'IeHb Y,ll06HO paCCMaTPHBaTb


I1Hor,lla JIertle nOHHTb MO,lleJIb, eCJIH BhI npe,llCTaBJUIeTe
.upyroe BpeMH ee JIertle nOHHMaTb, eCJlH npeACTaBHTb

YB

BH,lle COBOKYJIHOro AOXOAa HlIH

06'b

eMa rtPOH3BO,llCTBa.BcHKIdt p83, KorAa R xoqy o6JIeI"lHTb nOHHMaHHe 3TOA MOAeJIH. MHe npH
XOAHTCR nepeKJIlO'IaTbCR C OAHOro onpeAeJIeHIDl

Ii ,~ ,
~;

Y Ha ,lij)yTOe

HJlH TPeTbe.

E,nHHCTBeHHaR p83HHua Mex.ny npaHOA 'I8CTbJO ypaBHeHH1t


HHBeCTHUHA. B nepBOMCJIyqae 3tO 3DntlaHUp06DHHble
aBO BTOpOM- ,paKmU14eCKUe

PE OTJIH'IBlOTCR

UH6ecmU~UOHHble

(6.1)

(6.2) -

3TO BH,llhI

UH6eCmU~UOHHblePDCXoObl (P'),

PDCXOObl

(I).

,lUlyrHMH CJIOBaMH,

YH

Ha BeJIH'lHHy npHpOCTa (YMeHbWeHHJI) HHBeCTHUHA, BhI3BaHHO

ro HeO)KH,!l8HHbIM YBeJIH'leHHeM HJlH COKPaw;eHHeM MaTepH8JlbHhIX 3anaCOB, KorAa


npO,llaxH HJlH HaxO,llRTCR HH)i(e 3anJIaHHpOBaHHOro ypOBHH, HJlH npeBbIWaJOT ero.

A renepb -

HeMHOJKKO

anre6pw

BhI 3H8JlH, 'ITO 3TO HeH36e>KHo: H8CTYJIHJlO BpeMH 8Jlre6paH'IeCKHX ynpUCHeHHj;(. KaKoBa
Hawa UeJIb? Onpe,neJIHTb 3KOHOMH'IeCKOe paBHOBeCHe B Mo,neJIH KeAHca, HCnOJIb3YJ1 HaWH
BbIlUlIOlUHeCR MaTeMaTH'IeCKHe cnOC06HOCTH. (11T1lK, KY,na )ICe R HX no,neB8Jl?)
Bo-nepBhIX, HaM HYXHO onpe,neJIHTb YHK~UIO nompe6.neHUJI nOTPe6JIeHHH, -

KqTOPYIO MbI no,nCTaBHM B ypaBHeHHe

(6.1).

cnoco6 paCtieTa 06111ero

B maBe

npe,ncTaBJIeHa CJIe

.llYIOlUaR lPOpMYJIa AJUI pactieTa nOTPe6JIeHIDl:

C = Co + c (l - t) Y.
3a BceMH ,lleTaJIHMH 06pawaj;(TeCb K rJIaDe

4. A ce1t'lac

(6.3)
Bce, 'iTO BaM ,neACTBHTeJIbHO HYJICHO

3HaTb 06 3TOA lPoPMYJIe, T1lK 3TO TO, 'iTO 60JIee BbICOKHj;( ypoBeHb ,nOXO,nOB

(C).
(6.3) B ypaBHeHHe (6.1),

(y)

npHBO,llHT K

60JIee BhICOKOMY ypoBHIO noope6JIeHIDl


ECJlH BhI nO,llCTaBHTe ypaBHeHHe

TO nOJIyqHTe:

PE =Co +c(1- t)Y+ jP +G + NX

(6.4)

ECJIH BbI BHHMaTeJIbHO nOCMOTPHTe, TO YBH,llHTe, 'ITO 3TO ypaBHeHHe nOKa3bIBaeT, 'ITO
06lUaH CYMMa 3anJIaHHpOBaHHhIX paCXO,llOB Ha TOBaPbI H ycJIyrH B 3KOHOMHKe
OT 06mero ,nOXO,lla B 3KOHOMHKe

(PE)

3aBHCHT

(n. qeM BhIwe ypoBeHb o6w;ero ,lloxo,lla, TeM 60JIbWe ,lleHer

JIIO.llH nJIaHHPYIOT nOTPaTHTb.


XopoWHA cnoc06 ynpOCTHTb 3TO ypaBHeHHe -

3TO C03.llaTb nepeMeHHyK)

H on

pe,neJIHTb ee CJIe.llYIOW;HM 06p83oM:

A =Co+IP+G+NX

126

"'SCTb

II.

MSIqJ08ICOHOMMICS - HSylCS

06 HOHOMlfCfeCICOM POCM H Crs6MRbHOcnr

ECJIH Bb! c,n;eJIaeTe 3TO, paBeHCTBO

(6.4)

6y,neT BbIrJIH,lJ;eTb HeMHoro rrpIDITHee:

PE=A+cO-t)Y.
IlepeMeHHaJI

03HaqaeT

(6.5)

aBmOHOMHble pacxoobl, rro,n KOTOPbIMH 3KOHOMHCTbI rrOHHMaIOT

qaCTb 3aIIJIaHHpOBaHHbIX pacxo,noB, KOTOpbIe He 3aBHCHT OT ,nOXO,nOB


BaHHbIx pacxo,nOB, KOTopbIe 3aBHCHT OT ,n;OXO,nOB, C (1

- t) Y,

(Y).

qacTb 3aIIJIaJIHpo

H3BeCTHa KaK

UHOy14UpOBaHHble

paCXOObl.

,LlJuI

rrOHHMaHIDI HH,DyUHpOBaHHbIX pacxo,noB rrpe,nCTllBbTe ce6e, qTO eCJIH

rro,noXO,ZJ;Horo HaJIOra, 3HaqHT,


yruIaTbI HaJIOroB.

11

(1 - t) Y-

6.6

3TO YPOBeHb

H3 3TOH CYMMbI qaCTb C TPaTHTCH Ha rrOTpe6JIeHHe, TaK qTO C (1

06UlHT BaM, KaKJIe pacxo,nbI "HH,ZJ;yIUfpoBaHbI" ,nOXO,nOM B pa3Mepe


Ha pHC.

t-

CYMMa, KOTOPaJI ,nQIDKHa OCTaTbCH Ha pacJ(o,nbI rrOCJIe

3llBHCHMOCTb

(6.5)

- t) Y co

Y.

H306plUKeHa rpa<t>~ecKH B BH,ZJ;e

1CpUBOU 3aTUlaHupOBaHHbIX

pacxoOoB.
3annaHMpOBaHH~epacxOA~

PE
3annaHMpOBaHHbie paCXQ,II,b1
PE = A + c( 1- t)Y

AOXOA,
PKC.

,LlJuI TOro 1ff06hI HaRTH

6.6.

B~nycK,

KPK8SR 3snnSHKp08SHHblX PSCXO~08

KOHKpeTHoe PllBHOBeCHe B KeHHCHaHCKOH Mo,neJIH, 3arrOMHHTe, ~O

see B03MO:lKHbIe BapHaHTbI pllBHOBeCHbIX COCTOHHHH BbIplUKeHbI CJIe,nYJOUlHM paBeHCTBOM:

PE= Y.
3To

(6.6)

ypaBHeHHe MoxeT 6bITb rrpoqHTaHO KaK "3aIIJIaHHpOBaHHbIe pacxo,nbI PllBHbI <t>aKTH

qeCKHM pacxo,naM. (IloMHHTe, 1ffO B 3KOHOMHKe

Y PllBHO

KaK o6UleMY ,noxo.ny, TaK H 06UlHM

pacxo,naM, rroTOMY ~o Bee pacXO,nbI ecTb qbHMH-TO ,nOXO,naMH.)

BCHKaJI CH'rya~IDI, Kor,na

PE = Y,

3KOHOMHKa ,nOCTHfaeT TOqKH, r,ne

eCTb paBHOBeCHe. IloqeMY? IloToMY, qTO eCJIH

PE = Y,

3HaqHT, HHKTO He HMeeT HHKaKOH rrpH

qHHbI H3MeIDITb CBoe rrOBe,neHHe. IloTPe6HTeJIH rrOTPe6AAIOT CTOJIbKO, CKOJIbKO


OHH 3aIIJIaHHpOBaJIH
rrpHo6pecTH

(G).

(C).

focy,naPCTBO rrOKYIIaeT CToJIbKO rrpO.nyKTa, CKOJIbKO XOqeT

3apy6e:lKHl>Ie rroTpe6HTeJIH rrOKYIIaIOT CTOJIbKO TOBapOB, CKOJIbKO

rn8186.nO~8MynpoMcx~Tp8q8CCMM

127

OHH HaMepeBaJIHCb IIpH06peCTH

(NX). H,

'ITO CaMOe BaJKHOe, c!>HpMbI TpanlT Ha

HHBeCTHUHH poBHO CTOJIbKO, CKOJIbKO OHH IIJIaHHpOBaJIH -

OTCIO,lla CJIe,llYeT, qTO

MarepHaJIbHble 3arraCbI He H3MeIDIIOTCg HeO)(OfJl;aHHO.


ECJIH 3arirraHHpoBaHHhle paCXO,!lbI paBHhl c!>aKTH'IeCKHM pacxo~. Bhl .neHCTBHTeJIbHO IIO
~aere paBHOBeCHe, IIOTOMY qTQ Ka.)({,lU>IH IIOJlY'laeT XeJIaeMoe. H HH Y KOro HeT CTHMYJIa .llJljJ:

H3MeHeHHjJ: CBOero IIOBe,lleHUjI.

Gf)

!:

.,

Bhl Moxere orrpe.neJIHTb paBHOBeCHoe 3HaqeHHe lIpO.ayKTa, KOTOPhlR g CJ>6l1paIOCb


Ha3BaTh

Y, IIo.nCTaBHB ypaBHeHHe (6.5) B ypaBHeHHe (6.6). ECJIH BLI c.neJIaere 3TO,

y Bac IIOJIyqHTCg CJIe.ZJ;yIOmee:

= - - - - A..
I - c(l - t)

(6.7)

Onpe,qenfleAf pSSHOSeCJfe rpacPJflfeCKJf


(6.7)

EcJIH paBeHCTBO

qepecqyp rryraeT Bac, rrpo.nOJIXaHre qHTaTh .naJIbllJe. HaMHoro JIer

qe OIIpe.neJIHTb paBHOBeCHe B MO,lleJIH KeHHca rpac!>WIecKH. ~ TOro 'IT06hl c.neJIaTh 3TO, Bhl
IIOMemaeTe rpac1>HK paBeHCTBa

PE

A + C (1 - t) Y,

PE

Y Ha TOT xe rpac!>HK, r.ne HaxO.ZJ;HTCg rpac!>HK paBeHCTBa


6.7. ToqKa, r.ne ,llBe JIHHHH IIepeCeKaIOTCg, 6y.neT

KaK IIOKa3aHO Ha pHC.

TOqKOH paBHOBeCUjI. B 3TOH TOqKe 3aIIJIaHHpOBaHHLIe paCXO,!lbI TOqHO paBHhl c!>aKTWIeCKHM


paCXO,ZJ;aM B 3KOHOMHKe.
3TO paBHOBeCHe

Cma6UJ1bHO (ycmou14u8o);

IIO.n 3THM IIO.ZJ;pa3YMeBaeTCg, qTO eCJIH 3KOHO

Y OHa BCKope B03BpamaeTCg


Y,- 3T0 H3MeHeHHg 3aIIaCOB MaTepHaJIbHhlX

MHKa HaquHaeTCg Ha JII060M ypOBHe .nOXO,llOB, OTJIWIHOM OT

KY. To, qTO 3aCTaBJUleT ee B03BpamaTbCg

o6oPOTHhlX cpe.nCTB.

3annaHHpOBaHHble paCXO,!lbl

ll>aKTH'leCKHe pacxoJl,bl

PE=Y

PE

3annaHHpOBaHHble paCXO,!lbl

PE=A+c(1-t)Y

45

y
PHC.

128

'IaCrb

II.

6.7.

lloxOA, BblnycK, Y

PSSHOS8CH8 S MO/J.8I1H K8HHC8

MaKP03ICOHOMIIICa -

HaylCa

06 3ICOHOMII"eCICOM poere II cTB6ItnllHocllf

QT06bI y6e.n;HTbCj( B 3TOM, nOCMOTPHTe H8 pHC.


HLlA reOMeTPHtleclOf1t lplOK C JIHHHeA

PE = Y,

6.8,

H8 KOTOPOM HCnOJIb30BaH npeBOCXO.n;

nOKa3hlBaIOUlHA, KaK 3KOHOMHKa Be.n;eT ce6j(,

Kor.n;8 06'beM ee BhIIIYCKa He COOTBeTCTByeT paBHOBeCHOMY YPOBHIO,

Y.

3annaHIIlpOBaHHble

paCXOAbI

PE
Cl>aKTM'leCKlIle paCXOAbi

Y, .--------------------------------------3annaHIIlpoBaHHble paCXOAbl

PEl
.,

,
,,

PE2

OKPalll~HMe aanaCOB npMBO~1T K yaenM'leHMIO BblnyCKa

Y2

I
I
I
I
I
I
I

,,
,
,
I
I
I

Y2
Pt1C.

6.8.

KSK t13MeHeHt1R 38nSCOB MSTept18J1bHblX 060poTHbiX CPeACTB BcerAB

B03Bpa~IOTBblnycK K,

.<i)

Aox(),[\. BblnycK, Y

Y,

<I>OI{YC, KOTOPbIA JlHHIDI

PE = Y nOKa3bIBaeT H8 rpa4lHKe

B BH.n;e ym8 B

45 0 ,

'IaeTCj( B TOM, 'ITO ee MOlKHO HCnOJIb30BaTb ,lJ,IUl Ha'lePTSHHj( KBa.nP8TOB -

3aKJIIO
reOMeT

pHtlecKHX <lmryp, 'lbH CTOpOHhI HMelOT O.z:(HHaKOBYIO .n;JIHHy. 3To 3H8'1HT, 'ITO BbI
Moxere nepeHOCHTb BCJII(oe 3Ha'leHHe

Y H8

BePTJfK8JIbH)'lO OCb.

c.n;eJl8Tb 3TO, B03bMHTe npOH3BOJlbHOe 3H8'1eHHe


nepece'leHHj( C JlHHHeA, 06p83Y1OUleA yroJl

MY,

45 0 ,

Y,

,ll;rn

Toro 'lT06bI

no.n;HHMHTeCb BBePX, .n;o TO'IKH

8 38TeM HanpaBIDlHreCb B CTOPO

.n;o TO'IKH nepeCe'leHHj( C BepTHKaJIbHOH OCblO. TO'lKa, KOTOPYlO BbI nOJIY'lHTe,

npe.n;CTaBJIj(eT KOJIH'IeCTBO .n;0JIJI8poB (H8 BepTHKaJlbHOH OCH), KOTOpoe npe.n;CTaBJUI


eT

Y (H8 roPH30HTaJIbHOA).

6.8, Ha'lHHTe H8 roPH30HTaJIbHOH OCH C YPOBIDl BbI


Yz, KOTOPhIH HaxO.n;HTCH HHXe paBHOBeCHOro ypOBHH Y.EcJIH BbI no.n;HHMereCb no aep
0
THKaJIH .n;o JIHHHH, 06p83Y1OUleH yrOJI 45 , 8 3areM, nOBepHeTe HaJIeBO, BbI Moxere H8HeCTH
ypOBeHb BbInyCKa Yz Ha BePTHKaJIbH)'lO OCb. nO'leMY 3TO TaK nOJle3HO (3Ha'lHMO)? nOTOMY
'ITO YzMO)((HO 6y.n;eT CPaBHHTb C ypoBHeM 3aIIJIaHHpoBaHHbIX p8CXO.n;OB, PEz, KOTOphIit BbI no
JIY'IHJlH, Ha'IHHaH C ypoBHH BblJIYCKa Yz, pacnOJIOXeHHoro Ha roPH30HTaJIbHOH OCH.
KaK BbI Moxere BH.n;eTb, PEz > Yz; 3TO 3Ha'lHT, 'ITO 3aIIJIaHHpOBaHHbIe pacxo.n;bI npeBbI
HanpHMep, eCJIH paCCM8lpHBaTb pHC.

nycKa

m810T 06'beM BbIIIYCKa B 3KOHOMHKe. 3To 3Ha'lHT, 'ITO MaTepHaJIbHbIe 3anaCbI 6y.n;yT HeO)((H

rnsss 6. nOlfeMY npotfCXo,qRT peqeCCtftf

129

,naHHO YMeHhlUaThCR, KOr,na cPHpMhI npo,n1\llYT '1aCTh CBOHX 3aIIaCOB Jl}Dl peWeHHR B03HHKIlleit
npo6n:eMhI, nOCKOJIhKY JIIO,ZJ;H nOKYI!aJOT 60JIhWe TOBapOB, '1eM cPHPMhI npoH3BO,lUlT B ,naHHhIit
MOMeHT. 3TO CHIDKeHHe ypOBHR 3aIIaCOB BepHeT 3KOHOMHKY B COCTORHHe paBHOBeCHR.
nOCKOJIhKY o6'beM MaTepHaJIhHhIX 3anaCOB CHIDKaeTCR HeO)KH,.ll;aHHO, cPHpMhI YBeJIH'IHBa
lOT 06heMhI npOH3BO,nCTBa.

B pe3YJIhTaTe

BaThCR ,nO rex nop, nOKa He ,nOCTHrHeT

B03paCTaeT

Y.

DoJIee TOro, OH npo,n0JDK8.eT YBeJIHtIH

Y ,nOTOMY 'ITO npH BCRKOM 3Ha'leHHH Y < Y ,KaK BhI

Moxere BH.neTh H3 rpacPHKa, 3anJIaHHpOBaHHhIe pacxo,nhI 6y,nYT cnoc06CTBOBaTh HapalllHBa


HHIO o6heMa BhInyCKa.
KOppeKTHpoBaHHe MarepHaJIhHhIX 3arraCOB TaIOKe B03BpalllaeT 3KOHOMHKY K paBHOBeCHIO,
eenH OHO HBtIHHaeTCR HB ypOBHe npO.lJYK.Ta
pHC.

Yj,

KOTOPhIit 60JIhwe

6.8, eenH HCnOJIh3yeTe JIHHHIO, 06pa3YlOlllYlO yroJI45,

waeT 3aMaHHpOBaHHhIe pacxo,nhI,

PEl'

Y.KaK BhI Moxere BH.neTh H3

<paKTH'IecKHit BhIrrycK,

Yj,

npeBhI

,ZJ;pymMH CJIOBaMH, JIIO,nH nOKYI!alOT MeHhwe

'1eM B ,naHHhIil MOMeHT npOH3BO,ZJ;RT cPHpMhI

(Y/),

(PE/),

noSTOMY 3arraChI MaTepHaJIhHhIX 060POTHhIX

cpe,nCTB Ha'lHHaIOT YBeJIH'lHBaThCR.


<I>HPMhI OTBe"IaIOT Ha YBenH'IeHHe 3arraCOB coxpallleHHeM 06'heMOB npOH3Bo,nCTBa. OHH
YBOJIhHRIOT pa60'lHx.
nOKa ,nocrnrneT

B pe3YJIhTaTe Y CHIDKaeTCH.

OH npo,nOJDKaeT CHIDKaThCR ,no Tex nop,

Y ,nOTOMY 'ITO,nnR KaX,noro 3HaqeHHH Y> Y ,KaK BhI MoxeTe BH.neTh H3 rpa

<pHKa, ypoBeHh npOH3BO,ZJ;HMOro npo,DyKTa npo,nOJDKlleT IIpeBhIWaTh <paKTH'IeCKHe pacxo,nhI.

PaCT BBn M MOAenb KeMHca


KeilHC H306peJI 3TY MO,neJIb He TOJIbKO Jl}Dl 06'hRCHeHHR TOro, KaK 3KOHOMHKa C xeCTKH
MH ueHaMH ,nOCTHraeT cTa6unbHoro paBHOBeCHR.

B ero ,neitCTBHTeJIhHhIe HaMepeHHR

Bxo,nuna

,neMOHCTpauHR TOro, 'ITO HMeHHO MoxeT cJJ:eJIaTh rocy,napCTBO Jl}Dl ynyqweHHH CHTYaUHH BO
BpeMR peueCCHH.
,ZJ;aBa:ttTe OIIRTh BepHeMCR K pHC.

6.8.

npeJJ:nOJIOXHM, 'ITO KOppeKTHpoBKa MaTepHaJIbHhIX

3anaCOB npHBeJIa 3KOHOMHKY K YPOBHIO paBHOBeCHoro ,noxo,na,


YPOBeHb npoJJ:YKTa, npOH3Be,neHHoro npH nOJIHoit 3aHJJTOCTH,

Y,

HO 3TO

MeHhwe, qeM

r. 'liTO B STOil CHTYBUHH, cnpa

wHBaeT KeitHC, JJ:OJIXHO ,nenaTh rocy,napCTBo?

.'

~.
'"
o

focy,napCTBO MoxeT HH'lerO He MeHRTh. Co BpeMeHeM, nOToMyqTO

Y < r, ueHhI

CHH3JJTCH H 3KOHOMHKa BepHeTCH K YPOBHIO npOJJ:yxTa, npOH3Be,neHHoro npH nOJI


Hoil 3aHRTOCTH (STO ,l1BIDKeHHe nOKa3aHO Ha pHC. 6.5: H3 TOqKH

B TOqKY

C). Ho

KeitHc JJ:OKa3aJI, 'ITO rocy,napCTBO ,nOJDKHO YCKOpHTh BOCCTaHOBHreJIhHhIit npouecc,


nOBhIWaR ypoBeHb 3anJIaHHpOBaHHhIX pacxo,nOB.

K npHMepy, npe.nrrOJIOXHM, 'ITO rocy,napCTBO peWHnO }'BeJIH'lHTh G, rocYJJ:apCTBeHHhIe pac


XOJJ:hI Ha TOBaphI H ycnyrH. BenH:no npoH30it,neT, 3HaqHT,
YBeJIHtIHBaThCR. nOCKOJIbKY
;rnqeHHe

G-

PE B ypaBHeHHH (6.4) RBHO HaqHeT


(A), }'BeJIHtIeHHe G 3HaqHT YBe

qaCTh aBTOHOMHhIX pacxo,nOB

B ypaBHeHHH (6.5). fpa<pHqecKH: 60JIbWee 3HaqeHHe

3HaqHT, 'ITO JIHHHR 3aMB

PE/,no PEl, KaK nOKa3aHO Ha pHC. 6.9.


'ITO JIHHHH <paKTH'lecKHX pacxo,nOB (PE = Y) He H3MeHHJ18Cb, BepniKaJIh

HHpOBaHHhIX pacxo,nOB nepe,nBHHeTCR BepniKaJIbHO OT


YqHThIBaft TOT <paKT,

Hhdl: no,n'heM JIHHHH 3aIIJIaHHPOBaHHhIX pacxo,nOB npHBe,neT K YBeJIHtIeHmO paBHOBecHoro BhI


nycKa OT

,no

Y2

KeitHc npe,nnaran, 'lT06hI nOJIHTHKa rocy,napCTBa 6hIJIa HarrpaBJIeHa Ha YBe;rnqeHHe 3anna


HHpOBaHHhIx pacxo,nOB ,no He06xo,nHMoro ypOBHR Jl}Dl YBeJIHqeHHH paBHOBeCHoro 3HaqeHHR
BhInyCKa B xpaTKOCpO'IHOM nepHo,ne, xapaKTepH3YJQllleMcH xeCTKHMH ueHaMH,
BhIIIYCKa, npOH3Bo,nHMOro npH nOJIHoit 3aHJJTOCTH,

130

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r.

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06 31C0HOAllflfeCICOAl pocre If CTB6Ifn"HOCTlf

B rJUlBe 7 nO,l106HWI nOJIHTHKa paCCMaTpHBaeTCR

60JIee ,lleTBJIbHO H 06'W1CRjleTCR. nOlleMY

Ha npaKTHKe OHa He BCer,lla XOpOwo pa60TlleT.


cPaKTM'leCKMe
paCXO,Il,bI

3annaHMpoBSHHble
pSCXO,Il,b1

PE
3annaHMpOBaHHble paCXOAbl
nocne yBBnM'leHMII G, PE2

~3Ha'lanbHble

3annaHMpOBaHHble
pacxOAbl, PEl

Yl
PHC.

6.9.

.. Y2

AOXOA, BblnycK, Y

YB6J1H'/SHHS rocy,qapCTBSHHblX paCXOAOB nOBblwaST paBHoBscHb/~BblnycK OT

rnsBs.6. nOlfeMY npOHcxo,qflT peqeccHH

AO

Yz

131

rnaBa 7
60pb6a C KpM3MCaMM C nOMO~blO
MOHeTapHOM M 4>McKanbHOM nOnMTMK
IJ 3~1t ua8e...

L4cno.nb30BaHllle MOHeTapHOI.1 III <!>IIICKa.nbHOI.1 no.nIllTIIIK AIlR

cTIIIMynRl.\1II111 aKOHOMIIIKIII

HeYTeWIIITe.nbHbll.1 <!>aKT: cnlllWKOM 60nbwaR

cTIIIMynRl.\IIIR -

nplII'-1I11Ha B03HIIIKHOBeHIIIR IIIH<!>nRI..\MIII

Pal.\IIIOHa.nbHble OJKIIIAClHIIIR MOryr orpaHIII'fIllTb

a<!><t>eKTIIIBHOCTb MOHeTapHOI.1 III <!>HCKa.nbHOI.1 nonlllTIIIK

60nee AeTa.nbHO 0 MOHeTapHOI.1 III <!>IIICKa.nbHO~

...~~

no.nIllTIIIKax

OHeTapHaR H <pHCKaJILHasI rrOmITHKH -

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BIDKHe~WHe

<PYHKUHH COBpeMeHHO

ro rocy,ll,apcTBa, HarrpaBJIeHHbIe Ha CTHMyJUU.J;HIO 3KOHOMHKH. MOHemapHaR no

AumUiCO Haue.rreHa Ha yaeJIH'ieHHe HJIH COIq>ameHHe ,lI,eHeJKHOH MaCCbI, TOr,ll,a KaK rjJUCKaAbHaR
nOAumUKa BKJIIOqaeT B ce6R rocy.napcTBeHHbIe paCXO,ll,bI H CHCTeMy HaJIoroo6J!oxeHHR.

DJlaro,ll,apR coaepWeHCTBOBaHHIO 3KOHOMH'ieCKOH HayKH B HawH ,lI,HH rocy,ll,apcTBO MOXeT


CMRI"DITb rrp0,ll,OJDKHTeJIbHOCTb H cepbe3HOCTb Iq>H3HCOB C rrOMOIIJ;bIO MOHeTapHOH H <pHC

KaJIbHO~ rrOJIHTHK.

3To ,lI,OCTHXeHHe qpe3BbI'I~HO BaXHO,

rrOTOMy ~o OHO ,lI,aeT rocy,ll,apcTBy

waHC rrpOBeCTH rr03HTHBHbIe H3MeHeHHR B XH3HH MHJUIHap,ll,OB JIIO,lI,e~. 3<p<peKTHBHasI 3KO


HOMH'ieCKaR rrOJIHTHKa MOXeT C,lI,e.rraTb HauHIO rrpoUBeTaIOIIJ;e~,TOr,ll,a KaK He3<P<PeKTHBHasI
HaHeCTH HerrorrpaBHMbI~Bpe,ll,.
TeM He MeHee, MOHeTapHaR H <pHCKaJIbHaR rrOJIHTHKH He JIHWeHbI He,ll,OCTaTKOB, H B 3TOH
maae R rroKaXy BaM HeTOJIbKO TO, KaK XOpOWO OHH pa6oTaIoT rrpH HaHJIyqWHX yCJIOBHRX, HO
orrHmy HX orpaHH'ieHHR H rrp06JIeMbI, B03HHKaIOIIJ;He rrpH rrpoBe,ll,eHHH HX B XH3Hb. nonyqHB
06m;yIO KaPTHHY, BbI CMOXeTe peWHTb AJllI ce6R, KOr,ll,a H KaK ,lI,OJI:lKHbI 6bf.fb HCrrOJIb30BaHbI
MOHeTapHaR H <pHCKaJIbHaR rrOJIHTHKH.
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rHX rrOJIHTHKOB H rrOMOXeT C,lI,e.rraTb co6cTBeHHbIe BhlBO,ll,bI, KOr,ll,a <paHa~o rrpHBepxeHHbIe


rrOJIHTHKe 3KOHOMHCTbI 6y,ll,YT CTapaTbCR rrpOBeCTH MC. KaK rOBOpHJIa AxoaH P06HHCOH,
O,ll,Ha H3 caMbIX BbI,lI,aIOIIJ;HXCR 3KOHOMHCTOB

XX BeKa:

"U;eJIb H3yqeHHR 3KOHOMH'ieCKO~TeO

pHH JaKJIIOqaeTCR He TOJIbKO B TOM, ~bI rrpH06pecTH Ha60p fOTOBbIX OTBeTOB Ha 3KOHOMH
qeCKHe BOrrpoCbI, HO H HayqHTbCR H300raTb 06MaHa co CTOPOHbI 3KOHO~t:HCTa"

.sI rrOJIHOCTbIO

COrJIaCeH C 3THM. Ho He BO.IIH}1heCb, MHe BbI MOXeTe aepHTb.

@S

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6,

R rrpowy MC c,lI,eJIaTb 3TO rrepe,ll, TeM, KaK BbI rrpH

CTYIIHTe K ,lI,aJIbHeRweMY qTeHHIO 3TOR maBhI. XOTR MoeR ueJIbIO 6bIJIO C,lI,eJIaTb
Kax.nYIO maBy 3TOR KHHrH caMOCTORTeJIbHOR, qT06bI BbI MomH, rro XeJIaHHIO,

"rreperrpblfHBaTh" C MeCTa Ha MeCTO, MHOrne TepMHHbI, C KOTOpbIMH BbI CTOJIKHe


TeCb B 3TOi\ maBe, rrpe)lCTaBJIeHbI H OOMICHeHbI B maBe

6.

B03MO:lKH0, BaM 6Y)leT

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6a30BbIM rrOHHMaHHeM TOro, KaK H rro'leMy rrpoHcxoMT peueCCHH, 'ITO HBJUleTCH
TeMOi\ maBbI

6.

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hjt.e0'lCMeJttul Cha'la
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COBOKYIIHOfO cnpoca Ha TOBapbI H YCJIYfH.

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3KOHOMHKY K eCTeCTBeHHOMY ypOBHIO BbInYCKa TaK 6bICTpO, KaK 3TO B03MO:lKH0.

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KOJIHQeCTBO rrpO)lYKTa, KOTOPbIit rrpOH3Be)leH 3KOHOMHKOH npH yCJIOBHH rrOJIHoit 3aH.lITOCTH,

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:lKeJIaHHe peaJIH30BaTb. ECJIH 3KOHOMHxa BOIlIJIa B xpH3HC H rrpOH3BO)lHT MeHbille rrpO)lYKTa,
'IeM

r, MHJIJIHOHbI JIIO)leit TepHIOT pa60Ty -

B 3THX yCJIOBIDIX rrpe)lrrpHHTHHM HyxGfO MeHb

IlIee KOJIH'leCTBO pa60'lHX )lJlH BbIpa60TKH MeHbiliero KOJIHlleCTBa rrpo)lyxTa.


XY:lKe TOro, ypOBeHb 6e3pa60THUbI OCTaeTCH BbICOKHM )l0 Tex rrop, noxa rrpo)lyxT He sep
HeTCH Ha ypoBeHb, COOTBeTCTBYIOI.JJ;Hit rrOJIHott 3aHHTOCTH. MOHeTapHlUI H q,HCKaJIbHlUI rrOJIH
THKH O'leHb rrOJIe3HbI, rroToMy 'ITO OHH MOryI' nOMO'Ib BepHYTb 3KOHOMHKY K rrpOH3BO)lCTBY
Ha ypOBHe

HaCTOJIbKO 6bICTpo, HaCKOJIbKO 3TO B03MO:lKH0; OHH MOryI' B 3Ha'lHTeJIbHott Mepe

CoxpaTHTh TOT rrepHO)l rrOTepb H HeB3fO)l, KOTOpbIi\ nepe:lKHBaIOT 6e3pa60THbIe.


llaBaiiTe B3fJIHHeM Ha pHC.

7.1,

KOTOPbIit nOKa3bmaeT, KaK MOryI' 6bITb HCnOJIb30BaHbI MO

HeTapHlUI H 'q,HCKaJIbHlUI nOJIHTHKH )lJlH CTHMYJIHpOB;;lHHH COBOxyIIHOfO cnpoca H KaK OHH


rrOMOfaIOT BepHYTb 3KOHOMHKY K npOH3BO,ll,CTBy Ha ypOBHe

r -

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CTpO, -

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B maBe

6, ompUl{ame.tlbHblU utOK cnpoca -

3T0 TO, QTO HeO:lKH)l,aHHO CHH:lKaeT COBOxyIIHbIit

cnpoc, HarrpHMep na)leHHe )lOBepHH nOTpe6HTeJIeit.)


Ha pHC.

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HHCXOMIUlUI XPHBlUI COBOxyIIHOro cl1poca,

ADo,

A,

f,ll,e

rrepecexaeT BepTHKaJIbHYJO xpHBYJO COBO

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LRAS. Kax

H 061.HCIUlIO B maDe

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ueHbI

B 3KOHOMHKe B xpaTKOCpO'lHOM rrepHO)le xeCTKHe. no 3TOtt npHllHHe XPHBlUI COBOKYrrHoro


rrpe)lJlO:lKeHHH B xpaTKOCpOQHOM rrepHO)le,
He ueH

(Po),

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6,

pa3JleJIe rro,ll, Ha3BaHHeM ")I(ecTKHe ueHbI B xpaTKOCpO'lHOM rrepHO,ll,e", 'ITO B 3ToD KHHre
)lJlH rrpOCTOTbI -

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BbIKJlH BH)I,eTh nO)lHHMaIOIUHeCH BsepX xpHBhIe

134

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KOf.lla npOHCXO.llHT OTpHJ.J.aTeJIhHblit lliOK cnpoca, CJIY'IaeTCSI CJIe.JlYlOm;ee.


,/ KPHBaSI COBOKYIlHOfO cnpoca CMem;aeTCSI BJleBO B nOJImKeHHe
COKpam;eHHe paCXO.llOB Ha TOBapbl 101

,/ C

AD]>

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Po

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B TO'IKY

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A
B

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,/ Kor.lla KOJIH'IeCTBO npO.ll}'KTa CHIDKaeTCSI, B03paCTaeT ypOBeHh 6e3pa60THUhl,
noTOM}' 'ITO npe.llnpHSlTHSI He H)')IC.naIOTCSI B 60JIhlliOM KOJIH'IeCTBe pa6OTHH
KOB.
KaK BbI Moxere BH,lleTb, 06XUHit pe3YJIhTaT HapymeHHSI cnpoca -

no 3KOHOMH'IeCKHj;!:

cna,ll (peueccHSI): nepHO.ll, KOf.lla npOHCXO.llHT CHIDKeHHe 06DeMOB BhIIIYCKa (npOH3BO.llHMOro


npo,ll,yKTa) 101 YBeJIH'IeHHe 6e3pa6oTIfl:u,I.

K CO)K8JIeHHIO, Ha npeO.llOJIeHHe cna,lla MoxeT yArn MHoro BpeMeHH. KaK SI 06bSlCHSlIO B


maDe

6,

eCJIH rOCY.llapCTBO He npe.llnpHHHMaeT HHKaKHX .lleitcTBHit ,llJISI TOro, 'IT06hl nOKOH

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Hblit ypOBeHh BblnyCKa 3aKJII()'IaeTCSI B CHH}I{eHHH ueH, ifr06h1 TO'IKa paBHOBecHSI 3KOHOMHKH
Moma nepe.llBHHyrbCSI no KpHBOit

AD]

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B maDe

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MHOro BpeMeHH.110 TOro, KaK OHa CMoxeT BepHyrbCSI K npOH3BO.llCTBY npo~a Ha ypOBHe

r,

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rn 7. Sop.6. C ICpM3MCIltfM...

135

nepeABMraeM KpMBylO AD BnpaBo


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~ IIp.'M, xorop..> BI<JIIO'''''' <ax MO.""'p.", TlU<.

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TO'IKH

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BB

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C (pHC. 7.1).

llpH 3TOM rrpOHCXO,!I,IIT nepeMemeHHe KPHBOH COBO

KylIHoro crrpoca BnpaBO.


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AD] 06paTHo
3To

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TO'IKa paBHOBeCHH 3KOHOMHKH Moma 6bI nepenpbImyfb B n03HUHK>

A.

O'leHb XOpOlIIO, nOTOMY 'ITO B TaKOM CJIY'lae 3KOHOMHKa B03BpamaeTCH K rrpOH3BO,n;CTBy

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XO,ll;HM ,lI;JIH nepexo,n;a 3KOHOMHKH H3 TO'lKH

B TO'IKY

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CHOBa CMOryr HaRTH paGOTY H npo,n;OJDKaT 3a60THTbCH 0 ce6e H CBOHX CeMbHX.
Ho,

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60pwbI C 3KOHOM~eCKHM Cna.n;OM -

,n;eJlO HeJleTKoe. Moryr B03HHKHyTb npo6J1eMbI, Cpe,ll;H

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,n;eH no nOBO.n;y TOro, HaCKOJlbKO YBeJl~eHHe COBOKYIIHOro cnpoca nOBJIHHeT Ha P03H~HbIe
ueHbI). ll03TOMY, nepe,n; TeM KaK H Ha'lMY paCCMaTPHBaTb OCo6eHHOCTH HCnOJlb30BaHHH MOHe
TapHOH H l>HCKaJIbHOH nOJIHTHKH C ueJlbK> YBeJI~eHHH COBOKYIIHOro cnpoca, xoqy 06bHCHHTb
BaM, KaK HH1>JIgUHH H HH1>JIgUHoHHbIe O)KH,ll;aHHH MOryr orpa~HTb HX 3<P<PeKTHBHOCTb.

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t:.,I,ltlllJttM/, OtJJ,b/ltOU cliiltJt't.AJlH,ll.It .
JlyqlIIHH cnoco6 nOHHTb
eT COBOKYIIHbIH cnpoc, -

orpaH~eHHH 3KOHOM~eCKOHnOJlHTHKH,

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nOJlHTHKa MoxeT H3MeHHTb TOJlbKO ypOBeHb ueH, a He 06'beM BbIl1YCKa. llo'leMY? MH;e no
Ha.n;06HTCH HeCKOJlbKO CTPaHHU ,lI;JIH Toro, 'IT06bI 06'bHCHHTb Bce np~HHbI, HO B HTore Bee
06'bHcHeHHH, CBe~H K TOMY, 0 'IeM H,ll;eT pe'lb B rJIaBe
CH KPHBaH COBOKYIIHoro cnpoca -

6:

He HMeeT 3Ha'leHHH' r,n;e HaxO,!I,IIT

He HMeeT 3Ha'leHHH, CKOJlbKO TOBapoB xeJlaIQT (HJlH He

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rrpH KoroPOM 3KOHOMHKa CHOBa Ha'lHHaeT IIpoH3BO,n;HTb eCTeCTBeHHbIH 06'beM BbIl1YCKa


3KOHOMHKa rrpocTo He XO'leT CJlHlIIKOM ,n;OJIro OTKJIOHHTbCH OT

H 06bHCHHK> rrpHBH3aHHOCTb
eCJlH rrOCMQTPHTe Ha pHC.

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3KOHOMHKH K

B rJIaBe

6;

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(r).

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OrpHuaTeJlbHbIH lIIOK crrpoca rrepe,n;BHraeT KPHBYK> COBOKYII

ADo BAD].

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UeJIbIO CTHMYJlHUHII rrpoH3BO,n;CTBa, 3KOHOMHKa rrOCTerreHHO CaMOCTOHTeJlbHO npHcrroca6J1H


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a 3aTeM -

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B TO'IKY

r.

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KPHBOH COBOKylIHOro crrpoca BrrPaBO B

ADI>

B ,n;OJITOCPO'IHOM rrepHo.n;e 3KOHOMHKa BCer.n;a rrpH

XO,ll;HT K PaBHOBeCHIO B TOlIKe, me KPHBaH COBOKylIHoro crrpoca rrepeceKaeTCH C ,n;OJITOCPO'lHOH


KPHBOH COBOKYIIHOro npeMo~eHHH (LRAS).

11, KaK H nOKa3bIB8lO B rJIaBe 6, LRAS -

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136

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nOCKOJIhKY 3KOHOMHKa BCer,n;a

(r),

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BaTh 061.eM BhInycKa B 3KOHOMHKe Ha ypOBHe, npeBhImalOIIJ,eM

r. ~ TOro 'ITO

6hI y6e,D;HThC~ B HCTHHHOCTH 3TOro ymepJK,ZJ;e~, npe.n;nOJIO)KHM, 'ITO rocy,n;apcTBO


. HCnOJIh30BaJIO MOHeTapHylO H/HJIH cPHCKaJIbHylO nOJIHTHKY ~ CMemeH~ Iq)HBOH
COBOKYllHOro cnpoca H3

P1 I

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XO,D;HlUI Iq)HBaJI COBOKYllHOro cnpoca
ro cnpoca

(LRAS),

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BePTHKaJIhHoit JIHHHeit, npoxo,n;~un.eH tIepe3 TOtIKY

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6)

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TO'IKY

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npoHCXO.llHT nOTOMy, 'ITO u;eHhI B KPaTKocpo'IHOM nepHo.ne xeCTKHe, 3KOHOMH

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B 60JIhme,

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r.

no 3TOH

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'Ieit CHnbl.

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Ma .n;OJDKHa BbIITna'IHBaTb HM .n;onOJIHHTeflbHbIe .n;eHbm.

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<pHPMbI .n;OJDKHbI }'BeJI~HTb 3apa6OTHyIo nnary (nocKOJIbKY nOHJITHO, 'ITO 3TH


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Ha TOBapbI H ycJIyJ'H.
no 3TOit np~HHe 3KOHOMHKa nepeit.n;eT H3 TO'IKH B B TO'IKY C, KaK nOKa3aHO Ha pHC. 7.2.
B pe3ynbTaTe nOBblWeHHJI ueH H3-3a nOBblWeHHJI 3apa60THoit nnaTbl 3KOHOMHKa nepe.n;BHHeT
Baepx KPHBYIO

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ypOBHe

B TO~e

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r, H 4lHpMaM He H)')K

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Po.n;o PI'

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r.

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HaJa,n K 3THM BeJIH'IHHaM~ CJIe.n;OBaTeJIbHO, PhIHO'lHa5I ueHa H o61.eM phIHKa
TaIOKe Ha3hIB8IOTCJI paBHOBeCHOU 14eHOU H paBHOBeCHbtM 06!eMOM.

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He HMeeT 3Ha'leHHJI, C 'Iero Ha'IHHaeT pbIHOK, OH Bcer.n;a B03BpaIUaeTC.II HaJa,n K paBHOBeCHIO.
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npe)l;JlO:lKeHHJI, BhI .n;OJDKHhI Y3HaTb o.n;HY O'leHb Ba:lKHYIO BeIUb. 3aMeTbTe, 'ITO npH
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TaJIH3MY BHYTPeHHe He npHcy:ma 3KcnnyaTaUHJI. COBceM Ha060poT: npH yCJIOBHH
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8.10

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OTBeTCTBOBaTb TO~e, B KOTOpOH nepeceKaIOTCSl 3TH KPHBhIe cnpoca H npe,lJJIOlKeHHSl. IIoCJIe
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Do K D], TOr,lI,a KaK KPHBaSl npe,lJJIOXeHHSl S oc~
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PbIHOqHoe npe,lJJIOXeHHe - Q"{)o KOr,ll,a KPHBaSl cnpoca CMemaeTCSl Bnpaao K D], u:eHa CHaqana
OCTaeTCSl Ha ypoBHe F {)o Ho 3Ta u:eHa He MOXeT ,lI,OJlTO OCTaBaTbCSl HeH3MeHHOH, nOTOMY qTQ c
HOBOH KPHBOH cnpoca nOSlBHllcSlH36bITO'IHlJIii: cnpoc. 3To 3HaqHT, qTQ npH u:eHe po 0 BeJIHqH
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)];aBaHTe BHHMaTeJlbHO paCCMOTpHM pHC.

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JIeBOM rpact>HKe pHC.

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lJepqeHHoil: Ha npaBOM rpacPHKe pHC.

8.7,

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PeaK",MR Ha YMeHbWeHMe npeAnO)l(eHMR


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8t 9

10:

eCJIH Sl norpaqy BOCbMOR ,llOJIJIap Ha noKYllKY qeTBeproro

KYcOqKa nHIJ;IJ;bI, TO noJIY'IY

e,llHHHIJ; nOJIe3HOCTH. To xe KOJI~eCTBO e,llH

HHIJ; Sl noJIY'IY. eCJIH norpaqy BOCbMOil ,llOJIJIaP (BMeCTe C ,lleBSlTbIM) Ha rpeTblO


nHHTY nHBa. TaK qTO MOH nOCJIe,llHHe rpH ,llOJIJIapa Sl ,llOJDKeH norpaTHTb Ha
noKYllKY qeTBeproro KYco~a nHIJ;IJ;bI H rpen,eH nHHTbI nHBa.

B Ta6JI. 9.4 Sl

npHBOxy ,llaHHble 0 roM, Ha qro Sl norpaTHJI 6b1 I<a.}I(,llblH H3 CBOHX

3aMeTbTe, qro COBOKynHaR nOJIe3HOCTb, KOropyro Sl MOry n~Tb 3a CBOH

112

JISleT

e,llHHHIJ; nOJIe3HOCTH. 3'1'0 HaMHoro JIyqme, qeM

6b1, norpamB Bce ,lleHbrH Ha nHIJ;.u;y, HJIH

80

64

10 ,llOJIJI.,

10 ,llOJIJI.
COCTaB

e,llHHHIJ;bI, KOTopble Sl nOJIyqHJI

e,llHHHIJ;, KOTopble Sl nOJIyqHJI 6b1 OT npH06peTe

HHSl nHBa. TIorpaTHB I<a.}I(,llblR ,llOJIJIap B COOTBeTCTBHH C ,llaHHblMH 0 MaKCHMaJIbHOil nOJIe3HO


cm I<a.}I(,lloro BH,lla TOBapa, Sl C,lleJIaIO JIyqme, qeM eCJIH norpaqy Bce ,lleHbrH TOJIbKO Ha 0.I\HH
BH,ll roBapa.

Ta6nML4a 9!4. KaK II onTMManbHO pacnopRAMncR CBOMM 61O,AlK8TOM


Aonnap

BIII6paHHIII" TOlap

1
2

nHlllla

nHlllla

nHBO

n~ll.ll1a

nnHIAOMlP

20
16
14
10
10
9
9

11HBO

nHBO

nHBO

nHlllla

8,

nHBO

9
10

nHBO

01511.\68 ICOnM'IeCTIO e,qMHM", none3HOCTM

8
112

3aMeTbTe TaIOKe, qrO B pe3YJIbTare Sl npHo6peJI qeTblpe KYCOqKa nHIJ;IJ;bI H rpH nHHTbI nHBa.
TIPH ,llaHHOM 6IO,ll}I{eTe H ,llaHHbIX IJ;eHax BeJI~HHa Moero cnpoca Ha nHIJ;.u;y COCTaBJUIeT qe
TbIpe KYCOqKa, a BeJI~HHa Moero cnpoca Ha nHBO -

rpH nHHTbI. TIpoIJ;ecc MaKCHMH3aIJ;HH

nOJIe3HOCTH TaKXe JIe:JICHT B OCHOBe KPHBbIX cnpoca H onpe,lleJISleT CBSl3b Me}l{,lly BeJI~HHOH
npeMoxeHHSl H IJ;eHoil.

(0

KPHBbIX cnpoca Sl paCCKa3b1BaIO B rJIaDe

8H

B03BpamaIOCb K HHM

n03,llHee B :noil maBe, B pa3,lleJIe "KpHBble cnpoca H COKPameHHe npe,lleJIbHoil nOJIe3HOCTH".)

B CJIe,llYJOmeM
lUYIO

194

pa3,lleJIe Sl npe,llCTaBJIIO BameMY BHHMaHHIO BOJIme6Hyro cPoPMYJIY, n03BOJISlIO

BaM BbI6paTb, Ha qro norpaTHTb CBOH ,lleHbrH B JII060R CHryaIJ;HH.

"'Ben, III. AfHICP031COHOMHKB - HBYKB 0 nos8,qetlHH norpe6wrenej H nP8Al'PIfJmfil

BblpaBHMBaHMe npeAenbHOA nOne~HOCTM BpaC'IeTe


Ha Aonnap CTOMMOCTM BCeX TOBapOB Mycnyr
B IIpe.n;hLlWIUeM

pa3JleJIe H 3aHHMaJICH OIIHCaHHeM ,llOBOJIbHO CK}"IHOro IIpOueCCa orrpe.n;e

JIeHHH, KaK JIY'lme IIoTpaTHTh 10.n;oJIJI. Ha IIHBO H IIHUUY. IIpHHHTHe IIo.n;o6Horo pemeHIDI He
BCer.aa 3aURMaeT TaKoe 6oJIbmoe KOJlH'IeCTBO BpeMeHH.

3TOM pa3JleJIe H O6'MICHHIO IIpOCTyIO

<P<>PMYJIY, KOTOpaH II03BOJIHeT JIIOAAM MaKCHMH3HpoBaTb COBOKYIIJIYlO IIOJIe3HOCTh, KOTOPYIO


OUR MOIyr IIOJIY'IHTh rrpH pacxo.n;OBaHHH KaKHX yro.n;HO CYMM, -

He HMeeT 3HaqeHIDI, KaKoe KO

JIHlIeCTBO TOBapoB HaxO.n;HTCH y HHX B paCilopIDKeHHH HJIH CKOJIbKO 3TH TOBaphl MOIyr CTOIITh.

AmI IIpOCTOTbI II03BOJIbTe H

HaQHY C IIOKaJa BaM BepCHH <pOpMyJIbI, KOTOPaH npHMeHHeT

CH IIpH pemeHHH TOro, KaK JIY'lme IIOTpaTHTb BamH KaIIHTaJIbI, Kor.n;a eCTb TOJIbKO ,llBa BH.n;a

TOBapOB HJlH yc.rryr. Kor,lla BbI 03HaKOMHTeCb C ".n;ByxBH.n;OBhlM" BapHaHTOM, TO 6e3 YCRJIHA:
CMO:lKeTe OCBOHTb "MHOroBH.n;OBOit".
,lJ,aBmtTe 0603HaQHM .n;Ba TOBapa 6YKBaMH
COOTBeTCTBeHHO

Px JJ.OJIJI.

X H Y H rrpe.n;IIOJIO:lKllM, QTO HX ueHa COCTaBHT


X H Py.n;OJIJI. 3a Ka:lK.!lYIO e.n;HHHUY Y. Hx rrpe

38 Ka:lK.!lYlO e.n;HHHUY

,lleJIbHble IIOJIe3HOCTH COOTBeTCTBeHHO 6y.n;YT Ha3bIBaTbCH

MUx H MUy~

PaCCMOTpHM <POPMYJIY,

II03BOJIHIOIUYIO'COilOCTaBHTh IIpe.n;eJIbHbIe IIOJIe3HOCTH .n;Byx BH.n;OB TOBapOB:

MU x _
--Px

MUy
Py

(9.1)

HH"'n ..,H. H cnpoc


KorAS Bbl 6YAeTe PSCCMSTP~BSTb ypSB
HeHHe (9.1) ~n~ YPSBHeHHe (9.3),npHBeAeH

Ho B rnSBe

5 SI

rOBop~n BSM 0 60nbw~x

6eAaX, np~XOAJlw,HX C ~H4>nSlIl~eR. aT~ 6eAbI

Hble B 3TO~ rnSBe, TO MOlKeTe 3SMeT~Tb OAHY

npO~CXOASIT OT TOro, "lTO B pesnbHoR lKH3H~

~HTepeCHYIO

Bbl H~KorAS He YB~A~Te H,Q6snbHYIO ~H4>nSl

Bew,b: ecnH Bce l.\eHbI B '3HSMe

HSTenSiX BHe3snHO YMHOlK~Tb Ha OA~H K034>

1I~1O nOA06HO ToR, KOTOPYIO SI TonbKO "lTO


KorAS u,eHbl Ha Bce TOBSpbl ~ ycnyr~

4>Hl..l1'1eHT, Bce pSBeHCTBS OCTSHyrCSI npelKHH

on~can,

M~,

nOAHHMSIOTCSI C~HXPOHHO ~ Ha OA~HSKOBYIO

- S 3TO 3Ha"l~T, "lTO nlOA~ npOAonlKSIOT


Bbl6~pSTb TO lKe KOn~"leCTBO KSlKAOrO B~AS
TOBSpS. Apyr~MH cnOBaM~, ecn~ npO~30~
AeT BHe3snHSSI ~H4>nSlIl~S1, B pe3ynbTsTe
KOTOpoR u,eHbl nOBblCSlT,CSI B ASS pS3S, nlOAH
6YAYT npOAonlKSTb nOKYnSTb TO"lHO TaKoe lKe
KOn~"leCTBO TOBSpS, KSK H pSHbwe.
lo13 3Toro cneAyeT, "lTO ecn~ MoR AOXOA YA
BO~TCSI OAHOBpeMeHHO C ABOAHblM nOBblwe
H~eM lIeH HS TOBSpbl, MHOIO np~06peTaeMble,
B AeRCTB~TenbHOCT~ HH"lerO He ~3MeH~TCR.
51 6YAY npOAOnlKSTb n0KYnSTb TO"lHO TSKoe lKe
Kon~"leCTBO TOeapOB ~ ycnyr, KOTOpoe SI np~BblK
nonY"!aTb AO ~H4>nSlI..lH~. lo1 nOCKOnbKY 3TO Kon~
"leCTBO 6b1no ~MeHHO TaKHM, KOTOpoe MaKC~
M~3HPOIl8Jl0 nonY"!aeMYIO MHOIO nonb3Y paHee,
3Ha"l~T, OHO 6YAeT npoAonlKSTb MSKC~M~3~
pOBSTb MOIO nonb3Y ceR"lsc. B pe3ynbTaTe no
A06HblX BblKnBAOK BaM MOlKeT nOKa38TbCSI, "lTO
~H4>nSlI..lHSI He OK83b1BaeT H~KaKoro BnHSlHHSI.

Ben~"l~HY

BMeCTO 3Toro npo~cxOA~T TaK, "lTO u,eHbI


HS pS3Hble TOBSpbl ~ ycnyr~ nOAH~MSIOTCSI
no-ps3HOMy, T.e. 3HaMeHSTen~ B pa3HblX "lSC
TSiX YPsBHeHHR (9.1) ~ (9.3) H3MeHSIIOTCSI no
PS3HOMY. KorAS 3TO npo~CXOA~T, nlOp,M Ha"l~
HalOT "lpe3MepHO MeHSlTb

Ben~'l~HY

CBoero

cnpoca B nonblTKBX np~poBHSlTbnpBAenbHYIO


none3HOCTb K Aonnapy

CTO~Mocn,

Bcex TO

BapOB ~ ycnyr. KorAS OH~ nblTalOTCSI CAenaTb


3TO, nonY"!aeTCSI xaoc; HeKOTopble
SlT~Sl CTanK~BSIOTCSl

C BHe3anHblM

npeAnp~
nBAeH~eM

cnpoca Ha CBOVI TOBSpbl, rorAS KaK APyrVlX


npVlSlTHO

YA~BnSleT nOBblweH~e

cnpoca Ha

npOVl3BoAHMylO HM~ npoAyKIIViIO.


lo1TaK, He n03BonSlATe ypaBHeH~SlM (9.1)
~nH

(9.3)

II~Sl

He OKa3blBaeT

3aCTaB~Tb Bac AyMaTb, "lTO ~H4>nSl


BnVlSlH~Sl

Ha cnpoc B pe

anbHOM M~pe. OKa3b1BSeT!

rna. 9. 3HSKOMtlrec.: norpe6HT&n., MaKcMMM3MPYlOUCri none3Hocr.

195

#fJI,.

It~. ECJIH qeJIOBeK OllTHMaJIhHhIM 06pa30M pacnpe.n;eJIHJI CBOH OrpamAeHHhIe cpe.n;CTBa


~\, ..'

Mex,ny

.n;eJIhHllil nOJIe3HOCTh Ha .n;OJIJIap CTOHMOCTH

.lI:BYMH

BH.n;aMH TOBapa, 3HaqHT, npH OillHMaJIhHOM KOJI~eCTBe X H

Y npe

X H Y 6y.n;eT O.n;HHaKOBO~.

3Ta CBH3h nO.n;TBep)l{)];aeTCH B npHMepe, npHBe.n;eHHOM B npeJlhI.llYIlleM paJ.n;eJIe. BepHeMCJI


K Ta6JI. 9.4. Kor.n;a H OnTHMaJIhHhIM 06PaJOM nOTpaTHJI CBOH 10.n;oJIJI. Ha nHOO H nHI.J;.QY, on
THMaJIhHoe
ThI nHBa.

KOJI~eCTBO Ka)I{)];OrO

113 TpeThe~

npO.n;yKTa COCTaBHJIO qeThIpe KyCOqKa nHQQhI H TpHnHH

KOJIOHKH ni6JI. 9.4 BhI MoxeTe BH.n;eTh, ~o npe.n;eJIhHllil nOJIe3HOCTh Ha

.n;OJIJIap .lI:JIH qeTBePToro KyCOqKa llHQUbI H TpeThe~ PHHThI nHBa .n;e~CTBHTeJIhHOo.n;HHaKOBa H


COCTaBJUleT

8 e.n;HHHQ nOJIe3HOCTH Ha ,.n;oJIJIap, TaK KaK npe.n;nHChIBaeT ypaBHeHHe

(9.1).

nOlfeAfY npe,qenbHBfI none3HOCTb Ha ,qonnap ,qOnJICHa 6",Tb O,QMHaKOBOii


nOlteMY npe.n;eJIhHllil nOJIe3HOCTh Ha .n;OJIJIap
B XOTH'1,'eMflKCIfMJf3HPQBlSTb n~3HOC11t npHpacxo.a~a

B 3TOM pa3.n;eJIe H npo.n;eMOHCTpHpyro BaM,


.n;OJDKHa 6LlTh OJlHlW(OBOft. ecMf
HHH orpaHH'lemmro

6x>ne-ra. ECJIH ypa3HhIX TOBaPOBnpe.nem.HIUl none3HOCTh Ha .n;O.Map 'He

O.n;HHaKOBa, BhI 6y.n;eTe XOTeTh nepepacnpe.n;eJIHTh CBOH nOKYllKH .n;o rex nop, nOKa He .n;OCTHr
HeTe paBeHCTBa. llpHMephI, npHBe.n;eHHhIe B 3TOM paJ.n;eJIe, noKWKYT BaM, noqeMY.
Bo-nepBhIX, npe.n;CTaBhre, ~O H BbI6paJI .n;pyroe KOJIHlieCTBO Ka)l{)];oro BH.n;a TOBapa, TaK qTO

.lI:JIH nOCJIe.n;He~ e.n;HHHUbI

XH

nOCJIe.n;HeH e.n;HHHQbI

Y,

KOTopbIe H KYllHJI, CnpaBe.n;JIHBO CJIe

)JJlJOIUee HepaBeHCTBO:

(9.2)

~,.~

HanpHMep, nyCTh llHQQa 6y.n;eT

X,

Y. 113

a nHBO -

Ta6JI. 9.2 H 9.3 BbI MoxeTe .BH

.n;eTh, qro eCJIH npH06pereHHe qeThIPex nHHT nHBa H .n;Byx

KyCO~OB llHQQhI,MU

(npe.n;eJIhHllil nOJIe3HOCTh) Ha .n;OJIJIap.ll:JIH qeTBePTo~ llHHThI nHBa COCTaBHT

7,

TOr.n;a

MU Ha .n;OJIJIap BTOpOro KyCOqKa nHQUhI COCTaBHT 16. HCHo, qro MU Ha .n;OJIJIap


y nHQQbI HaMHOro 6oJIhllIe, HeXeJIH MU Ha .n;OJIJIap y nHBa, eCJIH H TaKHM 06paJOM
KaK

H3pacxo)JJlJO CBOH orpaHH'IeHHhIe cpe.n;CTBa.


Ho 3TOT cnoc06 pacXO.n;OBaHHH cpe.n;CTB He HBJUleTCH OmHMaJIhHhIM. llpwn{Ho~ 3TOro HB
I

JIHeTCH TOT q,aKT, qTO Ha .n;eHhfH, KOTOpbIe H Tpaqy Ha reKYIUHH nOCJIe.n;HHH KyCOqeK

X (nHQ-

UbI), MOXHO KYllHTh 60JIhwe npe.n;eJIhHO~ nOJIe3HOCTH, qeM Ha .n;eHhfH, KOTOpbIe H Tpaqy Ha
nOCJIe.n;HHH KyCOqeK
Ha

X,

Y (nHoo).

EcJIH H MOry nonyqHTh 60JIhllIe nOJIe3HOCTH, nOTPaTHB .n;OJIJIap"

qeM Kor.n;a nOTPaqy ero Ha

reM, qro6hI nOTpaTHTh HX Ha

X.

Y,

g .n;OJI)KeH H3'bHTh .n;eHhfHH3 npe,nHaJHaqeHHhIX.niuI

YC

1'I.n;0 Tex nop, nOKa HepaBeHCTBO (9.2) 6y.n;eT cnpaBe.n;JIHBhIM,

H 6y.n;y npo.n;OJI)KaTh H3bIMaTh .n;eHhfH OT npe.n;Ha3HaqeHHhIX .llJIH npH06pereHHH Y.llJIH TOro,


qro6hI YBeJIH1IHTh TpaThI Ha

X.

)l;aBa~Te paCCMOTPHM .n;pyroft npHMep. llpe.n;noJIo:lKHM, qTO Bce

10 .n;OJIJI.

H nOTpaTHJI Ha

noKYllKy IDITH nHHT nHBa. 1'13 Tll6JI. 9.3 BbI Moxere BH.n;eTh, qTO npe.n;eJIhHllil UOJIe3HOCTh Ha
.n;OJIJIap nOCJIe,nHero nOTPaqeHHoro .n;OJIJIapa Ha nHBO COCTaBJUleT Bcero 6 e,nHHHQ. HanpOTHB,
eCJIH g B03hMY 3TOT .n;OJIJIap H3 .n;eHer, npe.n;HaJHaqeHHhIX Ha llHBO, H HCnOJIh3yro HX Ha noKYll
Ky nepBOro KyCOqKa nHQQbI, TO 3Ta llHQQa npHHeceT MHe 20 e.n;HHHQ (CM. Ta6JI. 9.2). HCHo,
qro MHe HYXHO COKPaTHTh JaKYIIKy llHBa .lI:JIH TOro, qro6bI YBeJIH'lHTh JaKYllKy llHQQbI.

51

npo.n;OJI)KaJI 6hI nOKYllaTh MeHhwe nHBa H 60JIhllIe nHQQhI .n;o rex nop, nOKa He noJIY

qHJI 6hI KOM6HHaQHIO H3 qeThIpex KyCOqKOB nHQQbI H TPex nHHT nHBa. 3T0 3HaqHT, qTO MHe

196

"BeTh III.

MtfJCP03KOHOMtfK8 -

H8yrcB 0

no.e,qeHtftf no-rpe6lfTeJ1eM tf npe,qn""".,..,if

lfY}KH0 6b1JIo 6bI KOppeKTHpOBaTb CBOH 1paTbI ,ll0 TeX nop, nOKa npe,lleJIhHIDI nOJIe3HOCTh Ha

~OJIJIap KaK

y nHBa, TaK H Y ITHI.J;IJ,hI He CTaJIa 6bI O.!UlHaKOBOIt:, KaK B ypaoHeHHH

To :lICe npaBHJIO npHMeHHMO H B cnyqae,

(9.1).

ecnH JI HaqHHalO TPaTHTh Bce CBOH ,lleHhfH Ha

nHI.J;I.J;Y. EcnH SI KYITJIIO ,lleCJITh KyCOqKOB nHI.J;I.J;bI, TO H3 Ta6n.


,llenhHaSl nOne3HOCTh ,lleCSlTOrO KyCOqKa COCTaBJIHeT

-4

9.2 BbI

MO:llCeTe BH,lleTh, 'ITO npe

e,llHHHI.J;hI, TOr,lla KaK npe,lleJIhHIDI IIO

ne3HOCTh Ha nepBbIlt:nOTpaqeHHbIH Ha IIHBO ,llOJIJIap COCTaBJIHeT

10 e,llHHHI.J;.

IlOHJITHO, 'ITO 51

,llon::KeH 3a6paTh ,lleHhrH OT nHI.J;UhI H HCnOnh30BaTh HX ,!VIS[ yoenH'IeHHH MoeH 3aKyIIKH nHBa.

npHMeHeHHe

@j

t/JOpMynw A/lfl pa3HOo6pa3HWX TOBapOB H ycnyr

BaM lfY}KH0 3aIIOMHHTh npaBHJIO, npe,llCTaBneHHOe B ypaoHeHHH

(9.1).

OHO ,ll0

BOJIhHO npoCToe: .llJIJI Toro, 'IT06bI MaKCHMH3HpOBaTh COBOKyIIHYIO nOJIe3HOCTh,


BaM lfY}KH0 BHeCTH KOppeKTHBbI B CBOH 3aKyIIKH TaKHM 06paJOM, 'lT06bI .llJIH no
cne,llHeH e,llHHHI.J;bI Ka::K,lloro BH,lla TOBapa npe,llenhHIDI IIOJIe3HOCTh Ha ,llOJIJIap 6b1JIa
O,llHHaKOBoit EcnH 3TOHe TaK, O,llHH BH,ll TOBapa IIpeMaraeT BaM 60JIhmee KOJIHqe
CTBO y,llOBneTBopeHHJI Ha Ka::K,llbIH IIOTpaqeHHhIH ,llOJIJIap; 3TO 3HaqHT, 'ITO BbI XOTH
re BHeCTH KOppeKTHBbI B 3aKYITKH, IIOTpaTHB 60nhme .neHer Ha 3TOT TOMp. TOJIhKO
KOr,lla paoeHcTBO

(9.1)

cIIpaoeMHBO, BbI He 6Y,llere 60JIhme BHOCHTh KOppeKTHBbI,

IIocKonhKy HH O.nHH H3 TOBapOB He IIpeMO::KHT BaM 60nhme y.nOBneTBopeHHJI Ha


.nOJIJIap, qeM .npyroH.
TaK::Ke HY::KHO IIOHJITb, 'ITO ypaoHeHHe

(9.1)

MO:llCeT 6bITh HCIIOJIh30BaHO .llJIH MHOfHX TO

BapOB. HanpHMep, B cnyqae C TpeMJI PaJHbIMH TOBapaMH BaM HY::KHO opraHH30BaTh CBOH 3a
KyIIKH TaKHM 06paJOM, 'lT06bI IIocne.llHJlJl e.nHHHI.J;a Ka::K,llOro BH,lla TOBapa

X, Y H Z

IIpHHOCHJIa

o.nHHaKOByIO IIone3HOCTh Ha .nOJIJIap:

MUx

MUy

MUz

Px

Py

Pz

EcnH O.nHH H3 1pex BH,llOB TOBapa HMeeT

(9.3)

60nee BLICOKyIO IIpe.nenhHyIO IIone3HOCTh Ha

.nOJIJIap, qeM ,llpyrHe, BLI 6y.nere BHOCHTh KOppeKTHBLI B CBOH 3aKYIIKH C reM, 'IT06LI KyIIHTh
MeHLmee ICOJIHtIeCTBO,llpyrHX TOBapoB H 60JIhlIlee rnpOBKy .no rex IIOp, IIOKa paBeHCTBO

(9.3)

3TOro.

If BbI 6y.nere

IIpo.nOJDKaTh KoppeK

He CTaHeT cIIpaoeMHBbIM.

K;uJbte cltftOca It 'IJl.eH.blMeltlle


Itjte'lUbJUJU JtO.,U!3JUJclJill
I~l

YMeHhmeHHe IIpe.nenhHoH IIone3Hocrn -

3T0 o.nHa H3 npHtIHH, IIO KOTOPOH KpH

BLIe CIIpoca HanpaB1IeHhI BHH3. IlOCMOTPHTe Ha pHC.

9.2,

r.ne BLI YBH,llHTe, 'ITO

npe

.nenLHIDI IIone3HOCTh, KOTOpIDI IIOCTYIIaeT OT Ka::K,llOro .nOIIOnHHTenLHoro KyCOqKa


nHI.J;IJ,hI, YMeHhlIlaeTCJI. EcnH BalIla I.J;enh 3aKJIIOqeHa B HCIIOnh30BaHHH .neHer MH
npH06pereHHJI KaK MO::KHO 60nLmero KOnHqeCTBa nOnh3bI .llJIH TOrn, 'IT06bI MaK
CHMaJIhHO y.nOBneTBOPHTh CBOH IIOTpe6Hocrn, BLI 3axOTHTe nnaTHTL Bee MeHbme H
MeHhme 3a

Ka::K.llhIH .nOIIOJIHHTenhHbIH KyCOqeK IIHI.J;I.J;LI, IIOCKOJIhKy Ka::K):lbIH .nOIIOJI

HHTeJILHhIH KyCOqeK IIHI.J;I.J;bI IIpHHeceT MeHLlIle IIone3Hocrn, 'IeM IIpe,ll,hJ.llYIIUfH.

rnasa 9. 3HaKOM"TeC": nOTP66trren", MaKCHMH3HPYJ014HH none3Hocr"

197

TeM He MeHee ICpHB8Jl, H306proKeHH8Jl Ha pHC.

9.2,

He HBJUleTCH KPHBO:A CIIpoca IIO ,n;BYM

IIpH'IHHaM.
./ OHa He IIpHHHMaeT B paC'IeT BJIHHHHe ueH Ha BeJIH'lHHY crrpoca
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IIepBblH pa60qHH MOXeT HCrrOJIb30BaTb COKOBbDKHMaJIKY

.llIDI BbDKHMaHIDI ,llOCTaTOqHOrO

KOJI~eCTBa COKa.llJIH HanOJIHeHIDI 50 6yn.illOK, BJIOJKHB JIHMOHbl B COKOBhDKHMaJIKY H rrpo


H3Be,llH Bce He06xo,llHMble MaHHnymruHH. Ho OKa3blBaeTCH, qro,llBOe pa60qHX, eCJIH 6y.llYT pa
60TaTb BMeCTe, CMOryT CrrpaBHTbCH C 3THM ~Ille, eCJIH pa3.lleJIHT 06H3aHHocrn: O,llHH 6Y,lleT
rrpHHOCHTb JIHMOHbl K COKOBbDKHMaJIKe, a BTOpoit;- rrpOH3BO,llHTb Bce He06xo,llHMble MaHH
rrYAAUHH.Pa6OTaH BMeCTe, OHH MOryT B 061IleH cYMMe rrpOH3BeCTH 140 6yrbIJIOK -

6oJIbIlle,

qeM B,llBOe, rrpeBblCHTb H3HaqaJIbHbie 50, KOTopble CMoxeT npOH3BeCTH O,llHH pa60qHH, eCJIH
6Y,lleT TPYll.HTbCH B O,llHHOqKY.

TeM He MeHee, TPeTHH pa60qHH He yeJIWDfBaeT npOH3BO,llCTBO npo,llyKTa HaCTOJIbKO, KaK


3TO lI.eJIaeT BTopoa, rrOTOMY qTO ,llBe OCHOBHble 3a,llaQH -

,llOCTaBKa H MaHHnyAAUHH -

yxe

nOll.eJIeHbl. B ~IlleM c~ae OHCMoxeT nOMOqb ,llB)'M rrepBbIM pa60qHM BbInOJIHHTb HX 06H
3aHHOCTH HeMHoro 6blCTPee. 31'0 CnpaBeAlIHBO H .llJIH Qcex ,llPYJ'HX, HaHHTbIX B ,llaJIbHeallieM
pa60qHX: OHH nOJIe3Hbl, HO KroK.llblit H3 HHX ,ll06aBHT K rrp0.llYKTY MeHbIlle, qeM rrpe,llbI.llYIUHH,
rrOCKOJIbKY pa60qHX CTaHeT CJIHIIIKOM MHOro H BeKOpe .llJIH ,llaJIbHeHIllero COBepIlleHCTBOBaHHH
rrpOH3BOll.CTBa rrOqTH He OCTaHeTCH MeCTa.

CpeAHMe nepeMeHHble M3AeplKKM


Ha rrepeMeHHble H3.llepXKH OKa3blBaeT BJIIDIHHe TOT l!>aKT, qrO nOHaqaJIY ,llOrrOJIHHTeJIbHbIe
pa60qHe yeJIHqHBaIOT ,llOXO,llbI, a 3aTeM COKpalIlaIOT HX. B c~ae C lCoprropaUHeH
(CM. Ta6JI. 10.1) nepeMeHHble H3.llepXKH -

LemonAid

3TO Bce paCXO.llbI Ha pa60qyro CHJIY npH 3apIIJIaTe

Ka)I{,lloro pa6oqero B 80 ,llOJIJI. B ,lleHb. BbI Moxere BH,lleTb B03PacTaHHe 3THX nepeMeHHbIX H3
,llepXeK, eCJIH H3yqHTe ,llaHHble IIHTOH KOJIOHKH Ta6JIHUbl.

~
"'..El/r.

; / ...
. .
~ ...

Ho HaMHoro HHTepeCHee nOCMOTPeTb Ha

cpeiJnue nepeMeHHble U3iJep;HCKu (AVe),

KOTOpbIe Orrpell.eAAIOTCH KaK nepeMeHHbIe H3.llep:lKKH, rrO,lleJIeHHble Ha


BO e.llHHHU npo,llyKTa

(VC/q).

KOJI~eCT-

HanpHMep, rrOCKOJIbKY O,llHH pa60QHH rrpOH3BO,llHT

506yrbIJIOK rrp0,llYKTa rrpH rrepeMeHHblx 3aTPaTax B 80,lloJIJI., Cpe.llHHe rrepeMeH


Hble H3,llepXKH COCTaBAAIOT 80 ,llOJIJI. / 50 = 1,60 ,llOJIJI. 3a 1 6yrbIJIKY. Kor,lla lI.BOe
pa60QHX 06XO,llHTCH B 160 ,llOJIJI. rrepeMeHHMx H3,uepxeK, HO rrpoH3BO,llHT 140 6y
TbIJIQK, Cpe.llHHe nepeMeHHble H3,llep:lKKH AlIH ,llBYX pa60QHX COCTaBAAIOT TOJIbKO
160 ,llOJIJI. / 140 = 1,14 ,llOJIJI. 3a 6yn.illKY.

YMeHbIlleHHe Cpe,llHHX rrepeMeHHbIX H3,llepXeK npHBO,llHT K YBeJI~eHHIO OT,lla<rn: rrpH rre


peXO,lle OT cHTyaUHH C O,llHHM HaHHTbIM pa60QHM,llo CHTyauHH C

.llBYMH HaHHTblMH pa60QHMH

nepeMeHHble H3,llepXKH y,llBaHBaIOTCH (OT 80,lloJIJI. ,ll0 160), HO rrpo,llyKT B03pacTaeT 60JIee,
QeM B.llBa pa3a (OT 50 6yrblJIOK,ll0 140).
Kor,lla npOHCXO,llHT YMeHbIlleHHe OT,llaQH, Cpe,llHHe nepeMeHHble H3,llep)I{KH HaQHHaIOT
B03paCTaTb -

Bbl MoxeTe BH,lleTb 3TO, rrpOCMOTPeB ,llaHHble H3 IllecToit KOJIOHKH Ta6JI. 10.1.

3To npOHCXO,llHT nOTOMY,

QTO TOr,lla KaK Ka)I{,llbIH ,llOrrOJIHHTeJIbHblH pa60QHH CTOHT ,llOrrOJIHH

TeJIbHbIe 80,lloJIJI., K3)I{,llbIH ,llOnOJIHHTeJIbHbIH pa60QHH, HaQHHaH C TPeTbero, 06eCrreQHBaeT


rrpHpOCT rrpO,llyKTa Ha MeHbIIIYIO BeJI~HHY, QeM ero rrpe.llIlleCTBeHHHK. KIDK.naH nOCJIe.llYlOIUaH
BbIIIJIaTa 80-,llOJIJIapOBOH 3apIIJIaTbI npHHOCHT C co6oii Bee MeHbIlle H MeHbIlle ,llOrrOJIHHTeJIb

212

lIaen. III. MIfIqJ03lCOHOMIfICB - H8Y1C8 0 noBeAeH1f1f norpe6ln"e.neMIf npe.qnplfflnHf

HblX 6yTbInOK nHMOHa,ua, TaK qTO CpeilHHe rrepeMeHHbIe H3,ll.ep:lKKH Ha npOH3BOilCTBO OilHOH

6yn,mKH ilOJDKHbI B03paCTaTb.

LemonAid H306paxeH Ha pHC. 10.1.

fpa41HK cpe):{HHX rrepeMeHHLIX H3,ll.ep)ICeK KOprrOpawm

(TaM )ICe rrOKa3aHbl cpe)lHHe 4lHKcHP0BaHHble H3,ll.ep:lKKH H cpeilHHe COBoKYIIHble H3ilepXKH


KOMrraHHH.) 3arrOMHHTe

3TY KpHBYJO Cpe)lHHX rrepeMeHHblX H3ilepxeK, rrocKonbKY OHa 6YileT

. HMeTb orpOMHoe BJIIDIHHe Ha TO, CKonbKO 6yTbInOK 3aXOTHT rrpOH3BeCTH MeHe,lOKepbI 4lHpMbi
C reM, qT06b1 MaKCHMH3HPOBaTb rrpH6bInb CBoeH 4lHpMbI.

4,00
3,50
3,00
2,50

III

2,00
1,50

ATe

1,00 '

100

0,50 ]
0,00

200

300

~AVC
AFC

400

500

6yn.lJ1ICM

P~C.

10.1.

Cpe,qH~e

nepeMeHHble ~3,qep)f(K~, cpe,qH~e C/J~Kc~poBaHHble


cOBOKYnHble ~3,qep)f(K~ Kopnopal.4H~ LemonAid

~3,qep)f(K~

~ cpe,qH~e

Cpe.QHMe cj)MKCMpOBaHHble M3Aep>KKM


CpeilHHe 4lHKcHpoBaHHble H3)lep)ICKH

(AFt')

orrpeilellilIOTcH KaK 4lHKcHpoBaHHbIe H3

ilep:lKKH, rrOileneHHble Ha KOnHqeCTBO e)lHHHU rrpoLI,yKTa


KoprropauHH

LemonAid COCTaBnHIOT 100 ilOM.,

(FC/q). <l>HKCHPOBaHHble H3,ll.ep:lKKH

KOTOpble 6b1nH 3arrna'IeHbI 3a COKOBbDKHMM

KY, 6e30rnOCHTenbHO TOro, KaKoe KOnH'IeCTBO npoLI,yKTa OHa npOH3BOilHT.

B pe3ynbTaTe,

qeM

60nbrne nHMoHa,ua OHa rrpOH3BO)lHT, TeM MeHbIIle cpeilHHe 4lHKcHpoBaHHble H3,ll.ep:lKKH.

AFC (CM.

~,.

I~

qeTBepTyIO KonoHKy Ta6n.

10.1):

no

2 ilOM. 3a 6YTblJIKY
npH rrpOH3BO)lCTBe 50 6yTbInOK C HCrrOnb30BaHHeM TpYJlll O)lHOro pa60'Iero - ilO 0,21 ilOM. 3a
6YTbIJIKY rrpH npOH3BO)lCTBe 470 6yTbInOK C HCrr01lb30BaHHeM Tpy)la BOCbMH pa60'IHX.
:nOH rrpH'IHHe CHIDKaeTCH

OT

Cpe,U,lme 4lHKCHpoB8HHble H3,ll.ep:lKKH Bcerila YMeHbrnaIOTCH, nOCKOnbKY OilHH H Te


)ICe 4lHKcHpoBaHHbIe 3aTpaTbl C YD.

e~H'IeHHeM

o6DeMa rrpOH3BeileHHoro npo)lyKT.a

\~ ilenHTCH Ha 60nbrnee H 60nbrnee KPJIWiecTBO eilHHHU. Korila BbI pa306beTe Ha yqa


CTKH cpeilHHe 4liuccHpoBaHHble 3aTpaTbl Ha 6yTbInKY, KaK Ha pHC.
re CHH)I(aIOIUYIOCH KpHBYJO

AFC.. 3arrOMHHTe

10.1, TO nonyqn

3TOT 4laKT, rrOTOMy 'ITO OH rrOMO:lKeT

06DHCHHTb <I>oPMy KpHBOH CpelI,HHX COBOKYIIHbIX H3,ll.ep)ICeK

(A1L), pe'Ib 0 KoropOH

rroHileT B cne)lYJOIUeM p83,ll.ene.

rnasa 10. OCHOaa KanwrantI3Ma: npe,qnpMflTlff, MaKCHMIf3HPflO~ee npH6wnh

213

B npe.n;bmymHX .n;Byx pa3.n;eJIax 51 nOKa3aJI BaM, qro cpe.n;HHe cPHKCHpOBaHHbIe H3- .


.n;epXKH Bcer,na YMeHblUalOTCj{ C YBeJIHqeHHeM npo.n;YKTa, Tor.n;a KaK cpe.n;HHe nepe
MeHHble H3.n;epXKH CHaqaJIa YMeHblUaIOTCj{ (B pe3YJIbTaTe YBeJIHqeHHH OT.n;aqH), a
3areM YBeJIHqHBalOTCj{ (B pe3YJIbTare YMeHblUeHHj{ OT.n;aqH). IIOCKOJIbKY COBOKYTI3TO CYMMa q,HKCHPOBaHHbIX H nepeMeHHbIX H3.n;epxeK, cpeiJHue
C080KynHble U3iJepJICKU j{BHO 3aBHCj{T OT TOro, KaK CYMMHpyIOTCj{ cpe.n;HHe cPHKCH
Hble 1f3.n;epXKH -

p0BaHHble H cpe.n;HHe nepeMeHHble H3,lJ;epXKH.


Cpe.n;HHe COBOKYTIHble H3.n;epXKH
Hble Ha KOJIHqeCTBO

(TC/q).

(A7q

onpe.n;eAAIOTCj{ KaK 06m;He H3.n;epXKH, no.n;eJIeH

(10.3), npHBe.n;eHHOMy
(10.3) Ha q, ro nO~Hre

Tenepb .n;aBaDTe BepHeMCj{ K paBeHCTBy

paHee B 3TOD rJIaBe. ECJIH BbI pa3.n;eJIHTe KaX.n;bllI: qJIeH ypaBHeHHH


CJle.n;yIOm;ee:

TC/q
BbI MoxeTe
a

AVC

= FC/q + VC/q.

(lOA)

ynPOCTHTb paBeHCTBO (1004), eCJIH npe.n;CTaBHTe, qro ATC = TC/q, AFC = FC/q,

= VC/q. Y Bac n~HTCj{:

ATe = AFC + AVC.


113 paBeHCTBa (10.5)

(10.5)

BbI Moxere JlCHO BH,lJ;eTb, ~o Cpe,lJ;HHe COBOKYTIHble H3.n;epXKH JaBH

CHT OT roro, KaK COOTHOCHTCj{ cpe,lJ;HHe q,HKCHpOBaHHble H cpe,lJ;HHe nepeMeHHble H3,lJ;epXKH.


3.n;ecb HYXHO BbI,lJ;eJIHTb .n;Ba OCHOBHbIX MOMeHTa.

,/lml roro

ATC Bcer.n;a 60JIblUe AVC Ha BeJIHqHHY AFC.


ATC .n;OCTHraeT CBOero
npo.n;yKTa, qeM AVC.

MHHHMaJIbHOro 3HaqeHHH npH 60JIee BbICOKOM ypOBHe

10.1,
AVC. BepmKaJIbHoe paccroj{HHe Mexmy
HHMH Ha KaX,lJ;OM OT.n;eJIbHOM ypoBHe npo.n;YKTa paBHO AFC Ha 3TOM ypOBHe npo,lJ;YK'fa. Kor.n;a
BbI nepelt.n;ere OT 60JIee HH3KHX ypoBHell: np0,Il.YKTa ,Il.O 60JIee BblCOKHX, KpHBbIe ATC H AVC
colI:.n;yTcj{, nOCKOJIbKY AFC 6Y,Il.eT CTaHOBHTbCj{ Bce MeHblUe H MeHblUe. ()J.pyrHMH CJIOBaMH,
BepTHKaJlbHOe paccroj{HHe Mexmy KPHBblMH ATC H AVC TaKXe 6Y,Il.eT YMeHblUaTbCj{.)
,/lml Toro qTo6bI YBH,lJ;eTb CnpaBe,Il.JIHBOCTb Broporo YTBepx.n;eHHH, ,Il.aBaHTe CHOBa nOCMOT
pHM Ha m6JI. 10.1. BbI YBH,lJ;HTe, qro Cpe,Il.HHe nepeMeHHble H3,lJ;epXKH ,Il.OCTHraIOT CBOell: MH
qro6bI y6e.n;HTbCj{ B HCTHHHOCTH nepBOro YTBepx.n;eHHH, B3rJIHHHTe Ha pHC.

Ha KOTOpoM KPHBaH

ATC pacnOJIaraeTCj{

HHMaJIbHOD CTOHMOCTH B

Ha,lJ; KPHBOII:

1,09 .n;0JIJI., Kor.n;a HaHHro Tpoe

pa60qHX H npOH3BO,!J.HTCj{

JIOK.O.n;HaKO cpe.n;HHe COBOKYTIHble H3,lJ;epXKH .n;OCTHraIOT CBoero MHHHMYMa B


yCJIOBHH HaDMa

rutm pa60qHX,

KOTOpble npoH3BO,!J.HT

350 6YTbIJIOK.

220

6YTb1

1,43 ,Il.OJUl.

npH

IIpHqHHolI: 3Toro j{BJIj{eTCj{ TO, qTO cpe.n;HHe cPHKCHpOBaHHbIe 3aTPaTbI Bcer.n;a YMeHb
lUalOTCj{, ~O 3HaqHT: B ypaBHeHHH

(10.5) AFC

C npaBOII: CTOpOHbI ypaBHeHHj{ acer.n;a 6Y,Il.eT

YMeHblUaTbCJI. 3To nOCTOj{HHoe YMeHblUeHHe nOMoraeT BpeMeHHO noraCHTb 3cPcPeKT yae


JIHqeHHj{ cpe.n;HHX nepeMeHHbIX H3,lJ;epXeK, Koropoe npOHCXO,II.HT npH YMeHblUeHHH OT.n;aqH.
CJIe.n;OBaTeJIbHO, XOTj{ cpe,lJ;HHe nepeMeHHble H3,lJ;epXKH ,Il.OCTHraIOT MHHHMaJIbHOro 3HaqeHHH
TIpH HaJIHqHH TPex pa60qHX, cpe.n;HHe COBOKYTIHbIe lf3,!J.epXKH He .n;OCTHraIOT CBoero HHXHero
npe.n;eJIa H npo.n;OJIXalOT YMeHblUaTbCj{ .n;o TIHTOro pa6oqero.

214

'1SCTI

II'. M..Kpo3lCOHOII..KS -

HSYleS 0

nQ8fIMH.... norpe6Mrenej .. npe,qnp...nrJf

npeAenbHble M3Aep)l(KM
tITO BCer,na CTPeMHTCH Y3HaTb MeHe,lOKep <pHPMbI, TaK 3TO KOJ!HqeCTBO,

q,

rrpo,nyKTa, KO

TOpOe <pHpMa ,nOmKHa rrpOH3BO,nHTb MH MaKCHMH3aJ..J;HH rrpH6billH. OTCIO,na CJIe,nyeT, 'ITO .IJ;JIH
perneHHH 3mH rrpo6JIeMbI eMY HyxillO 3HaTb 0 eme O,nHOH COCTaBJIHIOmeH 3aTPaT: rrpe,neJIbHbIX
H3,nepXKax.

,..olWlr

;~

IIpeiJeIlbHble U3iJepJICIW

rrOKa3bIBaIOT, HaCKOJIbKO B03paC1)T COBOKYITHbIe H3,nepXKH C

rrpOH3Be,neHHeM eme O,nHOH e,nHHHJ..J;bI TOBapa. IIpe,neJIbHaH Ce6eCTOHMOCTb O,nHOH

\~ ,nOrrOJIHHTeJIbHOH e,nHHHJ..J;hI TOBapa 3aBHCHT OT TOro, CKOJIbKO rrpo.nyKTa y;+<e 6bIJIO


rrpOH3Be,neHO.
LJ;JIH TOrO qT06bI rrOHHTb 3TO, ,naBaHTe paCCMOTpHM KOJIOHKY cOBoKyrrHbIx H3,nep)l(eK

10.1. 3aMeTbTe, qTO COBOKYITHbIe H3.IJ;epJKKH YBeJIJ1qHJIHCb OT 100 ,nOM. B rrepBOH CTPOKe
180 ,nOM. BO BTOPOH, TOr,na KaK rrpo,nYKT YBeJIHqHJICH OT 0 ,nO 50 6yTbillOK, Kor,na <pHpMa
HaJUlJIa rrepBoro pa60qero. LJ;pyrHMH CJIOBaMH, H3.IJ;ep)l(KH B03pOCJIH Ha 80 ,nOM., TOr,na KaK

Ta6JI.
,nO

06'beM rrpo.nyKTa rrO,nHJIJICH Ha


HblX

50

50 6yTbIJIOK.

MTaK, Ka)l(.IJ;aH H3 3THX ,norrOJIHHTeJIbHbIX,

6yTbIJIOK YBeJIJ1qHJIa COBOKYITHbIe H3.IJ;ep)I(KH B cpe,nHeM Ha

3a 6yTbIJIKY. IIpe,neJIbHaH Ce6eCTOHMOCTb 6yTbIJIKH,

MC

= (H3MeHeHHe Te) /

MC,

orrpe,neJIHeTCH TaK:

(H3MeHeHHe

npeoMb

80 ,nOM. / 50 = 1,60 ,nOM.


'

q).

(10.6)

Kor,na BbI paCCMaTPHBaeTe ,naHHhIe KOJIOHKH rrpe,neJIbHbIX H3.IJ;ep)l(eK Ta6JI.

10.1,

TO MO)l(eTe

BH,neTb, qTO rrpe,neJIbHbIe H3,nepJKKH BHaqaJIe CHH)I(aIOTCH, a BrrOCJIe,nCTBHH pac1)T. 3TO eme

LemonAid ,neMoHcTPH

0,nH0 OTpa)l(eHHe <paKTa, 'ITO rrpoH3Bo,nCTBeHHhIH rrpouecc KoprropauHH

pyeT YBeJIHqeHHe oT,naqH, 3a KOroPbIM CJIe,u;yeT ee YMeHbrneHHe. IIoCKOJIbKY BTOPOH pa60qHH


rrpoH3Bo,nHT HaMHoro 60JIblIle, qeM rrepBbIH, a pacxo,nbI Te )I(e, Kor,na K pa60Te rrpHcTYITaeT
BTOPOH pa60qHH, rrpe,neJIbHbIe H3.IJ;epJKKH CHH)I(aIOTCH. C Ka)l(.IJ;bIM ,norrOJIHHTeJIbHbIM pa60qHM
COBoKYITHbIe H3.IJ;epJKKH YBeJIH1lHBaIOTCH, HO rrpe,neJIbHbIH npo.nyKT cOKpalIlaeTcH, 3HaqHT, rrpe
,neJIbHbIe H3.IJ;epJKKH ,nOJDKHbI B03paCTaTb.

TO'fK8 nepeCe'feHMR KpMBblX

MC, AVC M ATC

CYilleCTByeT O,nHH 3a6aBHbIH <paKT, KOTOPbIH OqeHb HpaBHTCH 3KOHOMHCTaM: eCJIH

(MC), 3Ta KpHBaH rre


(AVC), TaK H KpHByIO cpe,n

BbI rrocTpoHTe rpa<pJ1qeCKH KpHBYIO rrpe,neJIbHbIX H3,nep)l(eK


peCeqeT KaK KpHBYIO cpe,nHHX rrepeMeHHbIX H3,nep)l(eK
HHX COBOKYITHbIX H3,nep)l(eK

(ATe)

B HX MHHHMaJIbHbIX TOqKax, pa3MeCTHBIIIHXCH B

HIDKHeH qaCTH COOTBeTCTBYIOmHX HM U-06pa3HbIX KpHBbIX. (tITO?! BbI CqHTaeTe,


1)T HeqeMY pa,nOBaTbCH? IIpo,noJI)l(aHre qreHHe, B03MO)I(H0, H CMOry rrOBbICHTb CTe
rreHb Barnero y,nOBJIeTBOpeHHH.)
IIoCMOTPHTe Ha pHC.

10.2,

r,ne H HaqepTHJI KpHBbIe

MC, AVC HAn:::,

B pe3YJIbTaTe pacrrpe,neJIeHHH Ha rpa<pHKe ,naHHbIX H3 Ta6JI.


TOqKH MHHHMYMa KpHBbIX

10.1.

KOTopbIe rrOJIY'!HJIHCb

KPHBaH

MC rrpOXO,nHT CKB03b

AVC HAn:::.

3TO rrpoHcxo,nHT rro rrpHqHHe Toro, ~o rrpe,neJIbHaH ce6ecToHMoCTb Ka)I(.IJ;OH e,nHHHUbI


TOBapa orrpe,neJIHeT B03paCTaHHe HJIH CHH)I(eHHe KpHBbIX

AVC H An:::.

BaM He COBceM HCHO?

Tor,na ,naBaHTe rrOCTapaeMCH ynpOCTHTbIlpHMep, HeHa.IJ;OJIro BH,nOH3MeHHB' ero; BMecTO TOro,


~o6b1 ,nYMaTb 0 3aTPaTax, ,naBaitTe rro.IJ;YMaeM 0 BbICOTe qeJIOBeqeCKOrO POCTa.

fnssatO.

OCH08S KSnMTanM3AfS:npe,qnptfflTMe, AfSKCMAfM3MPYlOUlee

npM6wn"

2t5

4,00
3,50

..
:lIi

a.
c:

3,00

Me

2,50
2,00

1,50
1,00

0,50

O,OO+---,--,----,--,----r--.,---r--.,-----.-----,
o
50
100
150
200
250
300
350
400
450
500
&yrwnKM

. PHC. 10.2. KpHBble AVC, ATC H MC Kopnopal.lHH LemonAid

llpe,ZJ;CTaBbTe KOMHaTY, B KOTOPOH HaxO,ZJ;HTCR ,ZJ;eCRTb qeJIOBeK. llpe,ZJ;nOJIO)l(}lM,


Bb! onpe,ZJ;eJIHJIH, qTO cpe,ZJ;HHH pOCT JIIO,ZJ;eit, HaxoAAmHxcR B KOMHaTe, COCTaBJIR
eT 5lPyrOB

6 ,ZJ;IOHMOB.

Tenepb npe,ZJ;CTaBbTe, 'lTO npoH30H,ZJ;eT co cpe,ZJ;HHM pOCTOM,

eCJIH B KOMHa'I)' BOH,ZJ;eT eme o,znrn qeJIOBeK


./

ECJIH poCT O,ZJ;HHHa,uuaTOro qeJIOBeKa 6Y,ZJ;eT npeBbIIlIaTb npe,ZJ;b!,ZJ;Ymee cpe,ZJ;Hee


3HaqeHHe, TO cpe,ZJ;Hee B03paCTeT

./

ECJIH pOCT O,ZJ;HHHa,ZJ;uaTOro 'IeJIOBeKa 6Y,ZJ;eT HHJKe npe,ZJ;bI,ZJ;yw;ero cpe,ZJ;Hero


3HaqeHHR, TO cpe,ZJ;Hee yMeHbIDHTCR

./

ECJIH POCT O,ZJ;HHHll,!J,uaTOrO 'IeJIOBeKa 6Y,ZJ;eT paBeH 5 lPyraM

,ZJ;IOHMaM, TO

cpe,ZJ;Hee OCTaHeTCH npe:llCHHM.


To )fCe caMoe MO:llCHO CKa3aTb 0 npe,ZJ;eJIbHbIX H cpe,ZJ;HHX H3,ZJ;epXKaX.

AmI

e,ZJ;HHHU npo

AVC H An:' TO'IHO TaK )fCe, KaK cpe,ZJ;HHH poeT nepBbIX


lloCJIe 3TOro AVC HAn:' Ha'IHyr HJIH nO,ZJ;HHMaTbCH, HJIH onyCKaTbCR, B 3aBH

,ZJ;yKTa Bb! MO)fCeTe BbNHCJIHTb BeJIH'lHHy


,ZJ;eCHTH qerrOBeK.
CHMOCTH OT

MC CJIe,ZJ;yIOmeit e,ZJ;HHHUb! npo,ZJ;YKTa,

TO'IHO TaK xe, KaK H cpe,ZJ;HIDi: poCT JIIO,ZJ;eii,

HaxOAAmHXCH B KOMHaTe, YBeJIH'lHBaeTCH, YMeHblDaeTCH HJIH OCTaeTCR HeH3MeHHblM B 3aBH


CHMOCTH OT pacTa qeJIOBeKa, BxoAAIllero B KOMHaTY O,ZJ;HHHll,!J,UaTblM. BOT 'ITO 3TO 3HaqHT
./

ECJIH

MC MeHblDe

./

ECJIH

MC 60JIbwe npe,ZJ;b!,ZJ;YmHX Cpe,ZJ;HHX H3,ZJ;ep)fCeK,

./ ECJIH

MC

npe,ZJ;bUJ.YIllHX cpemrnx H3,ZJ;epxeK, cpe,ZJ;Hee nll,!J,aeT


cpe,ZJ;Hee paCTeT

paBHO npe,ZJ;bI,ZJ;YIllHM cpeJiHHM H3,ZJ;epnaM, cpe,ZJ;Hee OCTaHeTCjI

npe:llCHHM.

10.2.
140 6YTb1J10K. Ha 3TOM ypoBHe npo)]yKTa MC
MeHbwe, qeM An:' H AVC, a 3TO 3Ha'IHT - An:' H AVC

Bi.I MO)fCeTe YBH,ZJ;eTb Bee 3TH 3lPlPeKTb! B BH,ZJ;e rpalPHKoB, eCJIH nOCMQTPHTe Ha pHC.
Bo-nepBbIX, rorJIHHHTe Ha ypOBeHb npo)]yKTa B
npoH3Be,ZJ;eHHoit CJIe,ZJ;yIOIlleit 6yrblJIKH

HaqHyr CHH)K3TbCjI, eCJIH 06'beM npoH3BO,ZJ;HMoro npo)]yKTa B03pa~TeT Ha O,ZJ;Hy ,ZJ;onOJIHHTeJIb

HYIO

6)'TblJIKY. BOT noqeMY KpHBb!e

AVC HAn:' npJi:

3TOM ypoBHe npo)]yKTa DJIaBHO CHHJKaIOT

CH. Cpe,ZJ;HHe KpHBb!e 6y,ZJ;Yf Bb!Hy)K,ZJ;eHb! CHH3HTbCH H3-3a HH3KOro 3HaqeHIDI

216

"ISCTb

Me.

III. MIIICp03KOHOUIIKS - HSYKS 0 noae,qeHIIII rro-rpe6l1T811ej II npe,qnpllflTjfj

3aTeM )J,aBaiITe rrOCMOTpHM Ha ypoBem rrpo)J,yKTa B

440

6yrhUIOK. Bbi MO)KeTe BH)J,eTb, lfTO

MC Ha 3TOM ypoBHe npo.ll,yKTli BbIlIIe ATe HAn::'. CJIe)J,OBaTeJIbHO,

AVC, TaK HATe )J,OJDKHhI


AVC
HATe. KpHBble rrO,ll,HHMalOTCR BBepX, rrOfOMY 'ITO BbiCOKoe 3HaqeHHe MC "TOJIKaeT" HX Ha 3TO.
Terrepb )J,aBa~Te C06epeM qaCTH B e)J,HHoe ueJIoe. 3aMeTbTe, qTO KpHBaR MC BblHyx)J,aeT
rrO,ll,HHMaTheR.

KpHBYJO

3To

AVC H

KPHBYJO

CJIeBa, TOT <paKT, 'ITO

10.2,

lOTCR. Ha pHC.

KaK

OTpa)KeHO B reoMe'Il>ll'leCKOM BH)J,e rrO,ll,HHMaIOIIJ.HMHCR Baepx KPHBbIMH

An::'

CTaTb U-06Pa3HblMH (XOTR H rrpH6JIH3HTeJIbHO). Ha pHC.

MC MeHbUIe

10.2,

cpe)J,HHX KpHBbIX, 03HaqaeT, 'ITO cpe)J,HHe KpHBbIe CHH)K3

crrpaBa, TOT <PaKT, qTO

MC 60JIbUIe cpe)J,HHX KpHBbIX,

03HaqaeT, lfTO cpe)J,

HHe KpHBble rrO)J,HHMalOTCR.


I1TaK, BbI rro.rryqaeTe COBepUIeHHOe rro)J,TBep)l{)J,eHHe TOro <paKTa, 'ITO KpHBaR
rrepece'lb )],Be Cpe)J,HHX KpHBbIX B COOTBeTCTBYJOIUHX MHHHMaJIbHbIX TOqKax -

MC )J,OJI)KHa

B HH)KHeH 'Iac

TH COOTBeTCTBYJOIUHX HM U-06pa3HbIX KpHBbIX. CJIeBa OT :noil TO'IKH rrepeCe'leHHR cpe)J,Hee


)J,OJI)KHO CHH)KaTbCR, rrOCKOJIbKY
MaTheR, rrOCKOJIbKY

MC 60JIbUIe

MC

MeHbUIe cpe)J,Hero.

crrpaBa cpe)J,Hee )J,OJI)KHO rrO)J,HH

cpe)J,Hero. Ho B TO~e nepeCe'leHHH KpHBbIX Cpe)J,HHR KpHBasI

He nO)J,HHMaeTCR H He onycKaeTCR, rrOfOMY 'ITO

MC 3TOH

e)J,HHHUbl rrpO)J,yKTa paBHa TeKYUle

MY cpe)J,HeMy. ()l,pymMH CJIOBaMH, eCJIH B KOMHary BOUIeJI qeJIOBeK, HMelOIUHH POCT

6 )J,lOilMOB,

a cpe)J,HHH poCT HaxO,ll,IDIlHXCR B HeH JIIO)J,eH TO)Ke COCTaBJIHeT

5 <PYTOB

5 <PYTOB 6 ,lUOHMOB,

TO cpe,ll,Hee OCTaeTCR HeH3MeHHbIM.)


3KOHoMHcTaM HpaBHTCR pacrrpOCTPaHHTbCH rro rrOBO.n;y )J,aHHoro <paKTa, HO B )J,eHCTBH
TeJIbHOCTH OH -

JIHUIb OTp3)KeHHe TOro BJIHRHHH, KOfOpoe YBeJIHqHBaIOIUaRCH a 33TeM YMeHb

UIaIOIUaRCH OT)J,aqa OKa3b1BaeT Ha KpHBble H3)J,ep)KeK. 113.n;ep)KKH BHa'laJIe YMeHbUIaIOTCR, a


33TeM B03paCTaIOT. 11 eCTb B cepe.n;HHe O)J,Ha TO'lKa, B KOTOpOH OHH Ha MrHOBeHHe OCTalOTCSI
O)J,HHaKOBblMH, 3aMopo)KeHHbIMH, IJPH rrepexo)J,e OT rra,ll,eHHR K pOCTY. 3Ta TOqKa .n;OJI)KHa Ha
XO)J,HTheR TaM, r)J,e rrpe.n;eJIbHhIe H3)J,epXKH paBHbI cpe)J,HHM H3)J,epX<KaM, nOCKOJIbKY TOJIbKO B
c.rryqae paaeHCTBa

MC H

Cpe.n;HHX H3)J,ep)KeK rrOCJIe.n;HHe )J,OCTHraIOT CBOero MHHHMYMa.

C/ta6'Jte1lJ,U! npe'leJ,bIUJZO '1OJe0'lQ


c npe'lUbllbUlJ,l, U3'1e/tJltl&QJI,U
B rrpe)J,hI)J,yUleM p33)J,eJIe R 06'bSICHHJI, KaK rrpe.n;eJIbHble H3.n;epX<KH COOTHOCRTCR co cpe)J,HH
MH H3)J,epJKKaMH. Terrepb, 03HaKOMHB Bac C 3TOil B3)KHOH HH<popMaUHei%, SI roTOB rrepeiITH K
o6'bRcHeHHlO TOro, KaK MeHe)J,X<epbl orrpe.n;eJISIlOT KOJIH'IeCTBO rrpo)J.yKTa, KOTOpoe HYX<HO rrpo
H3BO)J,HTb )J,JISI MaKCHMH3aUHH rrpH6hUIH.(Bbi yxe rrO)J,YMhIBanH 0 TOM, qTO Mbi HHKor)J,a He
rrepeH,ll,eM K 3TOMY BOrrpOCY, He TaK JIH?)

HYX<HO 3aIIOMHHTb O)J,HH rpycTHhIH, HO CrrpaBe,lI)IHBbIiI <paKT: rrpe,n.npHHTHR He MO

ryr

BCer)J,a rro.rryqaTb rrpH6"mb. 3To rrpoHCXO)J,HT rro rrpH'IHHe TOro, qyO B cymecT

BYJOII.I,HX B orrpe)J,eJIeHHO~ OTPaCJIH yCJIOBHRX H)J,eanbHOil KOHJCYpeHUHH <pHpMa He


MOX<eT KOHTPOJIHP0BaTb ueHy Ha IIpoH3Bo.n;HMble elO rrpO.zlYKThI, H HHor,na 3T3 ueHa
OKa3b1BaeTCH CJIHUIKOM HH3KOH )J,JISI TOro, 'ITo6bI rrpe)J,rrpHHTHe Morno rrOJIy'lHTb
rrpH6hUIb, -

6e30THOCHTeJIbHO TOro, KaKoe KOJIH'IeCTBO TOBapa 6bIJIO elO npOH3

Be.n;eHO. Kor)J,a TaKoe c.rryqaeTCH, TO .rryqUIee, qTO MoX<eT C)J,eJIaTb <pHpMa, 3TO MH
HHMH3HPOBaTb COOH yfihITKH H Ha,lI,eRTbCH Ha H3MeHeHHe ueHbI. ECJIH ueHa yuana
)J,OCTaTO'lHO HH3KO, .rryqUIe" BCero HeMe,lI)IeHHO 33KpbITb rrpOH3BO)J,CTBO, rrOCKOJIbKY B
nOM c.rryqae <pHpMa_rrOTepHeT TOJIbKO CBOH <pHKCHpoBaHHhIe H3)J,epX<KH. (Pa3HHuY
Me)K)J.y <pHKCHpOBaHHblMH H rrepeMeHHhIMH H3.n;epX<KaMH H 06bHCHHIO B paJ.n;eJIe
"AHaJIH3 CTPYKTYphI H3)J,ep)KeK rrpe,lUIpHRTHR", paHee B 3TOH maae.)

rnasa 10. OcHOsa KanwraRM3Ma: npe,lUJpttflTJfe, MaKCMMM3MPYlO~ee nptt6wnb

217

,ll;aJIee B 3TOH maBe 3Ta neqaJIbHlUI CHTyauIDI paCCMaTpHBaeTCH 60JIee iJ:eTaJIbHO. Ho BHa~
qaJIe paCCMOTpHM 60JIee Y,D;aqHhIlt ~alt -

KOr,D;a PhIHOqHlUI ueHa ,D;OCTaTOtIHO BhICOKa, .'lTO

KaK

6hI <PHPMa XOTeJIa npoH3BO,D;HTb onpe,D;eJIeHHoe KOJIHtIeCTBO npO)lyKTa.

BhI YBH,!l;HTe, 3TO

MoxeT 3HaqHTb', a MoxeT H He 3HaqHTb, 'ITO <PHPMa nOJIY'IaeT npH6bIJ1b, HO ,D;axe BO BTOpOM
c.rryqae ee y6bITKH He HaCTOJIbKO BeJIHKH, 'lT06hI OCTaHOBHTb npOH3BO,D;CTBO.

Bonwe6HaSi cl>opMyna: KorAa MR = Me


B THnHtIHOM

cJIytIae, KOr,D;a PbIHOqHlUI ueHa ,D;OCTaTO'lHO BhICOKa AJUI TOro, qT06bI <PHPMa

XOTeJIa rrpoH3OO,D;HTb orrpe,D;eJIeHHOe KOJIHtIeCTBO npO)lyKTa, AJUI onpe,D;eJIeHIDI OmHMaJIbHoro


KOJIH'IeCTBa rrpo)lyKTa,

"
I

q,

KOTOpoe ,D;omKi:Ia npOH3BO,D;HTb (JmpMa, HCrrOJIb3yeTCH,D;O CMeWHoro,

rrpoCTlUI <PoPMYJIa. <l>HpMa XO'leT npOH3BO,!l;HTb TOT ypOBeHb rrpo)lyKTa, npH KOTOpOM npe,D;eJIb
HhIlt ,D;OXO,D; paseH npe,D;eJIbHbIM H3,!l;ep::KKaM
npoI13OO,D;CTBO, rrpH KOTOPOM

MR

(MR

= Me).

= MG, rr03BOJIHeT rroJIytIHTb CJIe,nyIOIUHe ,D;Ba pe3YJlbTIlTIl.

OHO MHHHMH3HpyeT y6bITKH <J>HPMbI, eCJIH <J>HPMa TepnHT y6bITKH H3-3a HH3

KOit npo,D;aJKHoit ueHbI Ha cooit npo)lyKT.

"

.,

OHO MaKCHMH3HPyeT rrpH6bIJ1b <J>HPMbI, eCJIH OHa MoxeT nOJIY'laTb npH6bIJ1b

6JIaro,D;apH TOMY, 'ITO rrpo,D;aJKHlUI ueHa ,D;OCTIlTOqHO BhlCOKa.

H,n;eH, 3aKJIIOqeHHlUI B paseHCTBe

MR H MG,

OqeHb npoCTa.

Heif npHOO,!l;HT aHa

JIH3 3aTpaTH BhIrO,D;. ECJIH npoH3BO,D;CTBO H npo,D;axa 6YTbIJlKH rrpHHocHT 60JIbWe


,D;OXO,D;a,' 'IeM 3aTpaTbI Ha ee rrpOH3BO,D;CTBO, 3HatIHT, ee Hy::KH0 ,D;eJIaTb. ECJIH xe HeT,
3HaqHT, ee ,D;eJIaTb He Hy::KH0. npaB,lJ,a, 3T0 JIefKO 3anOMHHTb?
,ll;aBaltTe Terrepb CHOBa BepHeMCH K HaweMY npHMepy. npe,D;CTaBbTe, 'ITO KoprropaUHH

LemonAid MoxeT npo,D;aTb Ka::K.nyIO

6YTbIJ1KY JIHMOHa,D;a, KOTOPYIO OHa npoH3BO,D;HT, 3a 2,D;oJIJI.

3KOHoMHcTaM HpaBHTCH roBOpHTb, 'ITO

npeOeAbHblU iJoxoiJ

OT KroK,IJ;Oit 6YTbIJlKlI COCTaBJIHeT

2,D;oJIJI., rrOCKOJIbKY Ka::K,D;lUI npoH3Be,D;eHHlUI 6YTbIJ1Ka rrpH rrpO,D;axe npHHOCHT ,D;OrrOJIHHTeJIb


HbIe 2,D;oJIJI.
MeHe,D;::KephI <PHPMbI ,D;OIDKHbl peWHTb, CKOJIbKO 6YTbIJ10K JIHMOHa,D;a ,D;OIDKHO 6bITb rrpOH3
Be,D;eHO Ha HX rrpe,nrrpIDITHH, OCHOBbIsaRCb Ha TOM, 6Y,D;eT JIM Ka::K,D;lUI,D;aHHlUI 6YTh1J1Ka CTOHTb
60JIbwe HJIH MeHbwe 2 ,nOJIJIapOB rrpe,D;eJIbHoro ,D;OXO,D;a, KOToPbIit noJIytIHT <J>HpMa B pe3YJIbTa
Te rrpo,D;a:x<:H JIHMOHa,na.

@j
IlT

BY,D;bTe OqeHb BHHMaTeJIbHhI Ha 3TOM3Tane.

BaM

Hy::KH0 3aIIOMHHTb, 'ITO TIl CTOH

MOCTb Ha KOTOPYIO 06paIUaIOT BHHMaHHe MeHe,lOKepbI, - 3T0 rrpe,D;eJIbHlUI CTOH


1
, MOCTb Ka::K,D;oit OT,D;eJIbHoit 6YTh1J1Kl1, MG.' 3TO nOTOM)'; 'ITO eCJIH OHH peWaIOT rrpo
H3BO,D;HTb HMeHHO 3TY 6yrhmKY, TO Hy::KH0 paccMaTpHBaTb CTOHMOCTb npoH3BO,D;CTBa
3Toit 6YTbIJ1Kl1 OT,D;eJIbHO OT CTOHMOCTH npoH3BO,D;CTBa BCex rrpOH3Be,D;eHHbIX paHee
6YTbIJ10K MH TOro, qT06h1 cpaBHHTb ee C ,D;OXO,D;OM, KOTOPbIit 6YTbIJlKa rrpHHeceT,
ecJIH ee npOH3Be.nYT H npo.na.nyr. TOJIbKO

MG OT,D;eJIbHOIt

6YTbIJ1Kl1 HMeeT 3Ha'leHHe;

Bce 6YTbIJIKH, rrpOH3Be,D;eHHhle paHee, OCTaIOTCJI 6e3 BHHMaHIDI"a MeHe,!l;::KepbI Ha


ueJIeHbI Ha orrpe,D;eJIeHHe CTOHMOCTH npOH3BO,D;CTBa CJIe,nyIOIUeit.
ECJIH

MG

3TOit 6YTbIJlKH MeHbwe 2,D;oJIJI., TO JICHO, 'ITO eCTb CMbICJI ee npOH3BO,D;HTb; B

3TOM CJIY'Iae MeHe.n:x<:epbI npHMYT peweHHe ee rrpOH3BO,nHTb.

C ,D;pyroit

CTOPOHbI, eCJIH

Me

6Y,D;eT rrpeBbIwaTb 2,D;OJIJI., rrpOH3OO,D;CTBO 6YTbIJ1Kl1 npHBe,D;eT K rroJIytl:eHHIO y6bITKa; B TaKOM


CJIytIae MeHe,D;::KepbI npHMYT pe.weHHe He rrpOH3BO,!l;HTb ee.

218

"Ben,

III.

MMKP03lCOHOMtfKfI- HflYKB 0 noSe,48HtfH norpe6HTeJJ8RH nPflAllPHflTHH

PaCCMaTPHBWI

MC

K8.JK,lI;oA OT,D;eJIbHOA 6yrbIJIKH (nepBOA, mlToA, ,lleBHHOCTO Ce,llLMOA

H T.,D;.) H cpaBHHBaH ee C npe,lleJIbHhIM ,D;OXO,D;OM, KOTOPLlA MOlKeT nOJIy'IHTb l1>HpMa OT ee npo


,D;alKH, MeHe,ll)KepLl MOryr TO'IHO Onpe,D;eJIHTb, CI{OJILKO 6yrLIJIOK HyXHO npOH3BO.llHTb HX npe,ll
npHHTHIO. He06xo,llHMLle CpaBHeHHH MOryr 6LlTb ripOBe,D;eHLl C nOMOIllLIO Ta6JIHULl paCXO,D;OB,

10.1, HO eIlle npoIlle 6y,D;eT 3TO C,D;eJIaTb C nOMOIllbIO rpal1>HKa.


10.3 H Ha'leJ)THJI KPHBLle npe,D;eJIbHLlX H3,lI;ep)l{eK (MG), Cpe,llHHX nepeMeHHLlX H3
,nep)l{eK (AVC) H Cpe,D;HHX COBOKYJIHbIX H3,lI;ep)l{eK (A1C) KopnopaUHH LemonAid. EIlle H npoBeJI
TaKoA, KaK Ta6JI.
Ha pHC.

roPH30HTaJIbHYIO JIHHHIO, Ha'IHHaIOmyIOCH Ha OTMeTKe

"2 ,ll0JIJI.", -

TaKOB npe,lleJILHLl1t ,llOXO,ll

51

OT npo,D;WKH I<aJK,lJ;oA H3 6yrLIJIOK, KOTOPYIO l1>HPMa MO)l{eT pemHTL npOH3BO.!lHTb.


'lHJIJIHHHIO l1>oPMYJIoA

~eHa 6yrLIJIKH COCTaBJUleT


r

~
';
.

0603Ha

= MR = 2 ,llOJIJI .MH nO,llTBep:lK,lleHHH Toto l1>aKTa, 'ITO np0,llIDKHaH


2 ,D;OJIJI., .fro COBna,n:aeT C npe,D;eJILHLlM ,llOXO,D;OM.

B3rJIHHHTe Ha KOJIH'lecTBO
TaJILHOA JIHHHH

P = MR

q',

KOTOpoe COOTBeTCTByeT TOllKe nepeCe'leHHH ropH30H

= 2 ,D;OJIJI.

H KPHBOA

MC.

q' = 440

KaK BLI BH"llHTe,

6y

TbIJIOK. 31'0 ypoBeHL npo.uyKTa, KOTOPLl1t BLl6epeT l1>HpMa.MH no.n:yqeHHH MaKCH


MaJILH01t npH6LlJIH.

4,00

3,50

3,00

Me

ICD

2,50

&:

2,00 I

"<

p=MR=2

ATe

1,50

1,00

0,50

0,00 I

,
100

,
200

,
300

i '

&'fT1oInKM

PHC. 10.3. OnTHManbHblH yposeHb npO,lfyKT8 qmpMbI s

500

400
q' =440
TO 'IKe

nepeCe'leHHR Me H MR

,[(ml TOro 'lT06Ll nOHHTb, nO'leMY npHBH3Ka K MR = MC MaKcHMH3HpyeT npH6bIJIL, ,D;aBa1t


10.1, npHBe,lleHHo1t paHee B 3T01t rJIaBe, H paCCMOTPHM Ka:lK)lyIO e,llHHHUY
q, M{I KOTOP01t CnpaBeMHBO HepaBeHCTBO q < 440.,[(ml BCex 3THX e,llHHHU npe

re BepHeMCH K Ta6JI.
npO.uyKUHH,

lleJILHLl1t ,llOXO,D; 6y,lleT 60JIbWe npe,D;eJIbHo1t ce6eCTOHMOCTH

(MR > MG),

'ITO 3HaqHT: ,llOXO.llLl

OT npo,llWKH Ka)I{.l101t H3 3THX 6yrLlJIOK npeBLlCHT 3aTPaTbl Ha HX npOH3BO,llCTBO. HanpHMep,

aaaa1tre B03bMeM 6YTLlJIKY no,D; HOMepOM 140. Be npe,lleJILHlUI ce6ecTOHMocTb COCTaBJIHeT BCe
ro 0,89 ,llOJIJI., HO ee MO)I{HO np0,D;aTb 3a 2,00 ,D;OJIJI. IIoHHTHo, 'ITO BaM HYXHO npOH3BeCTH 3TY
6YTblJ1Ky,

nOCKOJIbKY OT ee npO,D;WKH BLl nOJIy'IHTe 60JIbWe ,lleHer, 'IeM 6LlJIO 3aTPa'leHO Ha ee

npOH3BO,D;CTBO. 3TO yrBep:lK,lleHHe cnpaBeMHBO .MH BCex OCTaJIbHLlX 6yrLlJIOK, r,D;e

q < 440;

BaM HyXHO npOH3BO,ZlHTb HX, nOTOMY 'ITO BCe OHH npHHecyr BaM npH6LlJIb.

npo~a q' (q

crrpaBeMHBO 06paTHoe: npe,neJIbHLl1t ,llOXO,D; MeHbwe npe,lleJIbHo1t ce6ecTOHMOCTH

> 440),
(MR < MG).

rnaB. 10. OcHOB. K8nWT8Dtf3M.: npe,qnpJlflTMe, M.KCHMIf3HPYIOucee npH6wnb

C ,llpyro1t

CTOpOHLl, .MH Bcex e,llHHHU, npeBLlwaIOIllHX ypOBeHb

219

BLI nOTepReTe ,neHbrll, eCJIII BLI npOll3Be,neTe II npO,nll,lJ,IITe 3TII 6yrhUIKH. HanpIIMep, Ha

MC

ypOBHe npo,nyKTIl B 470 6yrhUIOK,

COCTaBIIT 2,67,noJIJI., TOr,na KaK

MR

COCTaBJIHeT Bcero

2,00,noJIJI. ECJIH BLI npOll3BeJIII npo,nYKT Ha 3TOM ypOBHe, TO Ha 6yn,mKe no,n HOMepoM 470
BLI norepHere 67 ueHTOB. .S!CHO, qTO BaM He 3axOqeTCR B 3TOM yqaCTBOBaTb.
CpaaHIIBaR npe,neJIbHblit .lI.OXO.ll. II npe,neJIbHLIe 113.l1,epxarn Ha BCex ypOBHRX npO,n}'KTa, BLI
MoX<:ere BH.lI,eTb, qTO MeHe)l)KepLI Kopnopau;1I11
e,nHHllU -

LemonAid XOTHT

TO KOJIuqeCTBO e.ll.HHIIU, npll KOTOpoM JIIIHIIII

MR

II

npoll3BO.ll.HTb TOqHO

MC

q' = 440

nepeceKaIOTCR.

KaK R ynOMIIHaJI BO BBe.ll.eHIIII K 3TOM}' pa3.ll,eJIY, npOIl3BO.lI.CTBO, r.ll.e

MR = MC,

He

rapaHTllpyeT BaM npll6hUIII, HO OHO XOTR 6LI rapaHTllpyeT, ~O BLI npOll3BO.ll.llre


6yrhUIKH, npIIHOCHIu;lIe 60JIbIIle .lI.eHer, qeM 6bIJIO nOTPaqeHO Ha HX npo"3BO.lI.CT
BO. IIpllqllHa, no KOTopoa na lPoPMYJIa caMa no ce6e He MoX<:eT rapaHTllpOBaTb
npll6hIJIb, 3aKJIIOqeHa B TOM, 'ITO OHa He npllHHMaeT B paCqeT cPIIKCllpoBaHHble 113
.lI.epxarn, KOTopLIe BaM HYX<:HO nJIaTHTb 6e30THOCHTeJIbHO ypOBHR npo.ll.YKTa, KOTO
PLIH RbI np01l3BO.lI.HTe. ):J;aX<:e eCJIH BbI npoll3BO.lI.HTe 6yrbIJIKH, qeH npe.ll.eJIbHblH .lI.O
xo,n no KpaHHeH Mepe paBeH npe.ll.eJIbHOH ce6ecTOIIMOCTH, BLI Bce eIu;e MOX<:eTe He
nOJIyqIlTb .lI.OCTaTO~O BblPyqKH AIDl OIIJIaTbl BamHX cPIIKCIlP0BaHHhIX 113.l1,epX<:eK.

BM3yanM3aL,MSI npMt)blnM
H3 npe.ll.bU\Ylllero pa3.ll,eJIa MhI y3HaJIII CJIe.ll.YlOIu;ee
./ <DllpMa MoX<:eT onpe.ll.eJIIITb OnTIIMaJIbHblit YPOBeHb cBoero npO,n}'KTa,
XO.ll,R 113 paaeHCTBa

MR

q',

IIC

= MC.

./ IIPOl13BO,nCTBO Ha ypOBHe

q'

He rapaHTllpyeT npll6hUIb -

BMeCTO 3Toro OHO

rapaHTllpyeT, qTO BbI nonyqllre MaKCIIMaJIbHO B03MO:JKHyIO npll6hUIb (eCJIII


B03MOX<:H0 nQnyqIlTb npll6bIJIb) HJIII MIIHIIMaJIbHO B03MOX<:Hble y6bITKH (eCJIH
ueHbI 6y.nYI HaCTOJIbKO HH3KHMII, 'ITO HeB03MOX<:H0 nOJIyqHTb npll6hUIb npll
.lI.aHHOH CTPYKTYPe 113.l1,epx<:eK).

A ceAqacR C06HpaIOCb BaM npo.ll.eMOHCTpHpoBaTb 6LICTPbIH II JIeI1CHH cnoc06 IIcnOJIbJOBa


HUH KPIIBhIX JaTPaT AIDl onpe.ll.eJIeHUH TOro, nOJIyqaeT cPHpMa npll6bIJIb HJIII HeCeT y6bITKH.
<DOKYC JaKJIIOqaeTCR B TOM,
'BOKynHbIH .lI.OX0.ll.

(TR)

~bI OC03HaTb, 'ITO .lI.Be COCTaBJIRIOm;HX npll6hUIII, CO

II COBOKynHble 113.l1,epxarn

(m,

MOryI' 6bITb npe,nCTaBJIeHhI

npRMOyroJIbHllKaMII, ITJIOIu;ll,lJ,1I KOTOpbIX 6y.nYI paBHbI COOTBeTCTBYIOIIJ;HM BeJIHqll


.HaM. B pe3YJIbTare BbI MOX<:eTe CPa3Y X<:e CKaJaTb, nOJIOX<:HTeJIbHaR HJIII 0TP"uaTeJIbHaR y Bac npll6bIJIb, eCJIII nOCMOTPHTe, 6y;IleT JIll npIDWyrOJIbHIIK
I

MoyroJIbHIIKa

TC,

TC.

ECJIII npRMOyrOJIbHHK

npll6bIJIb nOJIOlKIlTeJIbHaR.

HIIKa

TC,

TR

eCJIII npRMOyroJIbHIIK

npll6bIJIb OTPllUareJIbHaR -

TR

npe.ll.eJIbHbIX 113.l1.epX<:eK

(MC),

MeHhme npRMoyroJIb

cPllpMa repnHT y6bITKH.

):J;JIR TOro ~06bI yBH,neTb, KaK no pa6OTaeT, B3rJIRHHTe Ha pIIC.


KpllBLIe Cpe.ll.HIIX COBOKynHhIX 113.l1,epX<:eK

TR 60JIbIIle npR- ..

npeBblIIlaeT pa3Mep npRMoyroJIbHllKa

(Am,

10.4,

r,ne R HapllCOBaJI

Cpe.ll.HHX nepeMeHHbIx 113.l1,epX<:eK

a TaKX<:e rop"30HTaJIbHYIO JIIIHIlIO, 0603HaqeHHYIO

(Ave)

II

= MR,

YKa3LIBaIOmyIO Ha paBeHcTBO ueHbI II npe.ll.eJIbHoro .lI.OX0.ll.a )lJUI 3TOH cPllpMbI, pa6oTaIom;eH


B yCJIOBIIRX KOHKypeHIJ;lIl1. (3.l1.eCb 11306paX<:eH THnllqHbIH BH.lI, 3THX KP"BblX; MbI 60JIbme He
IIcnOJIbJyeM KOHKPeTHble KPlIBbIe, KOTOpbIe nQnyqHJIIICb y Hac B pe3YJIbTa're IICCJIe,nOBaHIIH
3aTPaT Kopnopau;HII

.220 .

LemonAid.)

Me

..

p=MR

<II

q*
KonW'leCTBO

Puc. 10.4. C;PupMa, nOR}"IalOUjafl npU6b1Rb


~,.

~ ,.'
~ :

nOMHMO Toro, qTO COBOKYJIHblH .o;oxo.o; MoxeT 6b1Tb Jf306paxeH B BH,D,e npfl:MO
yrOJIbHHKa, BaM HyxHO 3anOMHHTb,

~O

COBOKYnHblH .o;oxo.o; lPHPMbI, Kor.o;a ee

npOH3Bo.o;HTeJIbHOCTb HaxO.D;HTCSI Ha ypOBHe npo.o;yKTa


MH3HpOBaTb npH6b1JIb, npo.D;yKTa, HJIH

TR

q',

n03BOJISlIOllI,eM MaKCH

3TO npOCTO ueHa, YMHoxeHHaSi Ha KOJIHqeCTBO e.o;HHHU

= p*q'.

To~o TaK xe, KaK MbI onpe.o;eJISleM TIJIOlll,a.D;b npfl:MO

yrOJIbHOH KOMHaTbl, YMHOXafl: ee .D;JIHHY Ha lliHpHHY, BeJIH~Ha COBOKYJIHoro .o;OXO


.o;a onpe,lleJIHeTCSI KaK npoH3Be,lleHHe ueHbI Ha KOJI~eCTBO. Ha pHC.
npSlMoyrOJIbHHK C BblCOroH p H lliHpHHOH

q".

10.4 TR -

TeMbI Koop,llHHaT, roqKOH p Ha BepnlKaJIbHOH OCH"TO'IKOH, r,lle JIHHIDl


peceKaeT KPHBYIO

Me,

H ro~OH

3ro

Ero yrJIbI 0603HaqeHbI HaqaJIOM CHC

q" Ha roPH30HTaJIbHOH

P = MR ne

OCH.

TOqHO TaK xe MbI MoxeM HCnOJIb30BaTb npHMoyrOJIbHHK .D;JlfI: npe,llCTaBJIeHHfI: COBOKYJI


HblX H3,llepXeK, KOTopble OJIJIaqHBaeT lPHpMa, KOr,lla npOH3BO.D;HT

q" e,llHHHU

npO,llYKTa.

):lJIsI

TOro qro6b1 noc'l'pOHTb 3TOT npHMoyrOJIbHHK, HY:JKHO npOBeCTH HeKOTopble MaTeMa~eCKHe


BblqHCJIeHHSI .D;JIfI: npeo6pa30BaHHSI HHlPoPMau;HH, npe,llOCTaBJIeHHOH KPHBOH Cpe,llHHX COBO
KYJIHbIX H3,llepxeK
,llep:llCKH

(A1C),

B ro, ~o Mbi XOTHM H306pa3HTb rpalP~eCKH, T.e. COBOKYJIHble H3

(1C).

Qro6b1 pa306paTbCfI: B 3THX MaTeMa~ecKHXBwqHCJIeHHfI:X, BHaqaJIe nOCMO'I'pHTe Ha roqKY

B Ha pHC. 10.4.
npoiJyK14UU,

OHa nOKa3b1BaeT cpe,ll,HHe COBOKYJIHble H3,llep:llCKH

KOr,lla lPHpMa npoH3BO,llHT YP0BeHb npo.D;yKTa

qbSl lliHpHHa paBHa

q',

q".

(A1C)

B paCqeTe

Ha eaUHU~

Mbi BH,D,HM, qro npfl:MOyrOJIbHHK,

AIr Ha ypoBHe npo.D;yKTa q', ,lleHCTBHTeJIbHO o'l'pa


3To 3HaqHT, ~ I r paBeH TIJIOlll,a.D;H npfl:MoyroJIbHHKa,
HaqaJIe Koop,llHHaT, roqKe A Ha BepTHKaJIbHOH OCH, roqKe B"

a BblCOTa 3a.D;aHa

)I{aeT cOBoKYJIHble H3,llepXKH lPHPMbI.


qbH qeTbIpe yrJIa pacnOJIOXeHbI B
H roqKe

q' Ha roPH30HTaJIbHOH OCH.

rnasa 10. OCHOsa anHranH3Ma: npe.qnpHJlTHe, MBKCHMH3HPYIOU4e6 npH6wnb

221

fJIaBHoe, q1'O H}')KHO nOIDlTb H3 BCero BblmeCKaJaHHOrO, -

q',

KOr)l;a lPHpMa npOH3BO

A1t:' = 1t:'/q'. ECJIH BbI )'MHOXHTe 06e CTOpOHbI 31'Oro ypaa


HeHIDl Ha q', TO 06HapyxHTe, ~O A1t:' X q', = 1t:'. 31'0 ypaBHeHHe roBOpHT BaM, q1'O
1t:' )l;eHCTBHTeJIbHO paBHbI npOH3Be)l;eHHIO A1t:' H q', HJIH DJIOIU;8)I;H npHMoyrOJIbHHKa C BblCOTOH A1t:' H. mHpHHoit q' .

)l;HT Ha ypOBHe

TO

Tenepb, KOr)l;a BbI nOHHJIH, KaK C nOMOIU;bIO DJIOIU;8)I;H npJlMoyrOJIbHHKOB, KOTopbIe CBH
3aHbl C KPHBbIMH paCXO)l;OB lPHpMbI, MOryr 6blTb npe)l;CTIlBJIeHbI

TR

1t:',

Bac He )l;OJDKeH

y)I;HBJUITb TOT lPaKT, qTO npH6bIDb lPHPMbI, KOTOPaH no onpe)l;eJIeHHIO paBHa

TR - 1t:',

TaK

:lICe MO:llCeT 6bITb npe)l;CTaBJIeHa DJIOIU;8)I;bIO KOHxpeTHOrO npHMoyroJIbHHKa. Ha C8MOM )l;eJIe


npH6bIJIb paBHa DJIOIU;8)I;H 3aillTpHXOBaHHOrO npJlMoyroJIbHHKa Ha pHC.
npH6b1JIb HHK

TR

3TO npOCTO pa3HHua Me)K)l;y

60JIbme npHMOyroJIbHHKa

1t:',

TR

1t:'.

lOA. 31'0 no1'OMY,

qTO

IIocKOJIbKY B HameM cnyqae npHMoyrOJIb

lPHpMa nOJIY'!aeT npH6b1JIb, qeA pa3Mep 3KBHBaJIeHTeH

DJIOIU;8)I;H 3amTPHXoBaHHofo npJlMoyroJIbHHKa, KOTOpaH onpe)l;eJIHeTCH CJIe)l;yIOIU;HM 06Pa30M:


DJIOIU;8)I;b 60JIbmerO npJlMoyroJIbHHKa

TR

MHHYC DJIOIU;8)I;b MeHbmefO npHMoyrOJIbHHKa

1t:'.

OqeHb nOJIe3HO 6Y)l;eT npOBeCTH MblCJIeHHblA 3KcnepHMeHT, HCnOJIb3yH pHC.


IIpe)l;cTaBbTe, qTO npoH30ii)l;eT, eCJIH ueHa
Te: OnTHMaJIbHOe KOJIHqeCTBO,
fOPH30HTaJIbHOit JIHHHH

q',

P = MR

lOA.

p yaeJIHqHTcJI. Bo-nepBblx, 3aMeTb

yBeJIHqHTCJI, nOCKOJIbKY TOqKa nepeCeqeHH.JI

MC

H KpHBOA

nepeMeCTHTCH BBepx H BnpaBO.

O)I;HOBpeMeHHo npJlMoyrOJIbHHK COBOKYDHOro )l;Oxo)l;a yaeJI~HTCH B pa3Mepax, KaK


H npHMoyroJIbHHK COBOKYDHbIX H3)I;epxeK. Ho KaKOit H3 HHX yaeJI~HTCH B pa3Me
pax 6blCTPee? IIpH6b1JIb B03paCTeT HJIIl cOKpaTHTCH?
C nOMOlltbIO rpalPHKa Mbl MoxeM nO;uBep)I;HTb,

'11'0 npH6bIJlb B03paCTeT -

C YBeJIHqeHHeM

u.eHbl JaWTPHXOBaHHbIit npJlMoyrOJIbHHK npH6blJIH yaeJI~HTCH B pa3Mepax. TaKHM 06pa30M,


nOBblweHHe u.eHbI yaeJIHqHBaeT npH6blJIb lPHPMbl. B CJIe)l;yIOIU;eM pa3)1;eJIe o6'bHcIDIeTCH, KaK
npH6bIDb MO)l(eT CTaTb OTPHuaTeJIbHOA, eCJIH ueHa CTaHeT HHXe onpe)l;eJIeHHoro ypOBHH.

BM3yanM3aL,MA yfiblTKOB
CpaBHHTe cHTYau.HIO, onHCaHHYIO B npe.llbl.IlYlUeM pa3)l;eJIe, C npOHJIJIIOCTPHPQBaHHoA Ha
pHe.

~0.5, r)l;e

KPHBble 3aTPaT TIlKHe xe, KaK H Ha pHC.

10.4,

HO ueHa (H, KaK CJIe)l;CTBHe, npe

MR), no K01'OPOit lPHpMa MoxeT npO)l;aTb cBoA npo.nyKT, HaMHoro HHXe.


CJIe)I;)'R npaBHJIY MR = MC MH Bbl60pa OnTHM8JIbHoro ypOBHH npo.nyKTa, lPHpMa npHMeT
pemeHHe npOH3BO)l;HTb KOJI~eCTBO q'z, f)l;e HOBaH, HaxO)l;HIU;aHCJI HHXe, JIHHH.Jlp = MR nepe
CeKaeT xpHBYIO MC. Ho H3-Ja HH3KOit IIeHbI, no KOTOpoA lPHpMa BbIH}')K,lI;eHa np0)l;aTb cBoA

)l;eJIbHblA )l;OXO)l;

npo.nyKT, OHa He 6y)l;eT HMeTb B03MOlKHOCTH nOJIY'IHTb npH6bIJIb. (Ha pHC.


OnTHMaJIbHhl1t ypOBeHb npOH3BO)l;CTBa lPHPMbI

q'2' MH

10.5

H 0603HaqHJl

TOro, ~06bI CTaJIO OqeBH)I;HO: OnTH

MaJIbHbIH ypoBeHb npO.nyKTa B TOM CJIY'!ae, KOf)l;a ueHa HHXe, OTJI~aeTCH OT OnTHMaJIbHOrO
YPOBHH npo)I;yKTa

q' Ha pHC. 10.4,

f)l;e ueHa 6bIJla Bblme.)

TR H 1t:', KOTopbIe nOJIyqa


TR = p x q'2, COBOKYfiHbIH )l;OXO)l; paBeH DJIOIII8)I;H npJlMO
yroJIbHHKa BblCOTOA P H mHPHHOif q'2- CJIe)l;OBaTeJIbHO, TR paBeH DJIOIII8)I;H npHMoyroJIbHHKa,
qbH qeTbIpe yrJIa JIeXaT B HaqaJIe KOOp)l;HHaT, TOql{e p Ha BepmKaJIbHOH OCH , TOqKe C H TOqKe
q* 2 Ha roPH30HTaJIbHOH OCH. OH MeHbwe, qeM npHMOyroJIbHHK 1t:', onpe)l;eJIeHHbIif HaqaJIOM
KOOp)l;HHaT, TOqKaMH A, B H q'2' IIoCKOJIbKY DJIOIII8)I;b npHMoyroJIbHHKa COBOKYDHbIX H3)1;ep
BbI MO)l(eTe oueHHTb y6bITKH, cpaBHHBaH npHMoyrOJIbHHKH

IOTCH B 3Toif CHTYaIIHH. IIOCKOJIbKY

)l(eK npeBbImaeT DJIOIU;Mb npHMoyroJIbHHKa COBOKYDHOfO )l;OXO)l;a, lPHpMa TepnHT y6bITKH,


3KBHBaJl:eHTHbIe pa3Mepy 3aWTPHXOBaHHOH DJIOIII8)I;H Ha pHC.

222

'IBCrlt

III.

10.5.

MHlCp03lCOHOMMICB - HByrca 0 no88,lfeHMM norpe6tiTeneii H npe,qnpMflTMR

Y5b1TKIo1

ATC
A

AVC

o
~

q*2

KOnlo1'l8CT80
PHC.

CHTYaQHJI, 0TPIDKeHHaJI Ha pHC.

10.5.

4>HpM8 TepnHT y6b1TKH

10.5, roBOpHT 0

Cg npOH3Bo,a;HTh ypOBeHh npo.nyKTa npH

MR

TOM, 'ITO XOTg MeHe,lJ;)Kep Bcer,a;a CTPeMHT

= MC,

3TO He 06g3aTeJIhHO rapaHTHpyeT npH

6h1JIh. flp06JIeMa 3aKJIIO'IaeTCg B TOM, 'ITO MeWaIOT <pHKCHPOBaHHMe H3,ll;epXCKH. HanpHMep,


npe.a;nOJIOXGIM. 'ITO HelGUl <pHpMa ,a;OJDKHa ynJIa1'HTh

1000 ,a;0JIJI. MeCSI'IHojt peHThI. EcJm MecJlU

yxe Ha'l8JICJI H peHTa yxe ynJIa'leHa, BM 6y)J;eTe npOH3Bo,a;HTh npo)J;yKT, ,ll;JlSI KOTOPOro

MC. 3m npHBe,a;eT BaC


flpe,a;nOJIOXGIM, 'ITO
JISleT

1 ,a;OJIJI.

K YPOBHIO npo,a;YKTll

q'2 ==

MR

>

q"2 HR pHC. 10.5.

600, H QeHa. no KOTOPOjt BhI MOX.eTe npo,a;aTh npo,DyKT. COCTaB

3a e,a;HHHUY TOBapa. 3T0 npHHeCeT BaM 600,a;oJIJI. COBOKYIlHOro ,a;oxo,a;a. Ho npH

1000 ,a;OJIJI. peHThI BM 6y,a;eTe npo,a;OJIx.aTh TepneTh y6hlTKH B Te'leHHe MeCJlQa. ,a;IDKe eCJIH npe
,a;eJIhHhIjt ,a;oxo,a; npeBhICHT npe,a;eJIhHhIe H3,ll;ep:xcKH Ha IWK,llyIO H3 600 e,ll;HHHQ TOBapa. cI>OICYC
B TOM, 'ITO TOr,a;a KaK npe,a;eJIhHhIe H3,llep:xcKH He npHHHMalOT B paC'IeT <pHKCHPOBaHHhle JaTPa
ThI, npH6hIJIh 06J13B.TeJIhHO HX yqHTbIBaeT.

(~ j[ noBIOpJIIO CHona: npoH3BOACTBO lGl ypoRHe, me MR ~ Me, npl<6h1J1H He rnpaH


THPyeT. Ho OHO rapaHTHpyeT, 'ITO eCJIH BbI ,a;OJDKHbI TepneTh y6bITKH, OHH 6y,!J;YT
HaCTOJIbKO M8JIeHbKHMH, HaCKOJIbKO B03MOx.H0. TaK KaK BbI He MOx.eTe Henocpe,a;
CTBe}{HO HH'lerO no,a;eJIaTh C BaWHMH <pHKCHP0BaHHbIMH H3,a;epXKaMH, 'BbI MOlKere
rapaHTHPOBaTh npOH3BO,a;CTBO TOJIbKO TOro KOJIH'leCTBa TOBapa, ,ll;JlSI KOTOporo npe
,a;eJIbHbItt ,a;OXO,a; OT npo,a;axH 6y,a;eT 60JIbWHM, 'IeM npe,a;eJIbHble H3,a;epXKH Ha ero
npOH3Bo,a;CTBO.

masa 10. OcHosa KBIJIfTIIRtf3Ma: npe,qn"",m,e, MaICCMMtfSIfPYrDU,fee npH6wnb

223

KtJz'1Q
Y

.,I,'I'tUU! JUtlteZO Jte

Jt/Wua80'1ltlhb

BaC MOXeT B03HHKHYTb BOnpoc: nOqeMY lPHpMa OCTaeTCSI B 6H3HeCe, eCJIH OHa TepllHT

y6bITKH BMecTO TOro, qT06bI noJIytIaTb npH6bIJIb. 06J:dqHbID OTBeT: nOTOMy, ~o Ha.n;eeTCSI Ha
CKopbIe H3MeHeHHSI. DHa MoxeT OXH,lJ.aTb, qTO u;eHa, no KOTOpOH OHa CMoxeT npo,n;aBaTb
CBOIO npO)JJ'KIJ;HIO, B03pacreT, HJIH

qTQ

OHa CMoxeT KaKHM-HH6y.D;b 06pa30M COKpaTHTb CBOH

3aTPaTbI Ha npOH3Bo,n;CTBO.
LJ:axe eCJIH 3TH OXH,lJ.aHHSI HMeIOT no,n; co60D npOqHbIe OCHOBaHHSI, .D;JISI lPHPMbI MOXeT
OKaJaTbCSI JIyqIlle nOJIHOCTbIO npeKpaTHTb npOH3Bo,n;CTBO, qeM npoH3Bo,n;HTb HeKOTopoe KO
JIHqeCTBO npo,n;YKTa. Dnpe,n;eJISlIOlllHM lPaKTOpOM 3,n;eCb cHoBa BbICTYJIalOT lPHKcHpoBaHHbIe
H3.D;ep)KKH.

YcnOBMH Kp8TKOCpOliHOrO 38KPblTMH npeAnpMHTMH:


nepeMeHHble M3AeplKKM npeBblW810T cOBOKynHblM AOXOA
llpe,n;nOJIOXHM, ~o BbI Hecere OTBeTCTBeHHOCTb Ja'lPHPMY,

Y KOTOpoD

eXeMeCSfqHaSI peH

Ta COCTaBJISleT 1000,n;oJIJI. ECJIH BbIHHqero He npOH3Bo,n;HTe, 10 TepnHTe y6bITOK B pa3Mepe


1000 ,n;OJIJI. Ho 310 He 3HaqHT,

qTQ

BbI

onpeiJeAeHHo Haquere npoH3BO.D;HTb .1OBap .D;JISI lOro, qTO

6bI nOCTapaTbCSI BepHYTb ce6e XOTb HeMHOfO 3THX ,n;eHer. CKopee, BbI XOTHTe npOH3Bo,n;HTb
TOJIbKO Tor,n;a, KOf,n;a 3TO 6y,n;eT JIY'lllle.D;JISI BaC, qeM eCJIH 6bI BbI H~ero He ,n;eJIaJIH. ~O 3Ha
qHT, qTO BaM H)')KHO BbI6paTb npOH3Bo,n;CTBO, eCJIH 3TO ,n;eDCTBHe npHBe,n;eT HJIH K HeMe.D;JIeH
HOH npH6bIJIH, HJIH K y6bITKaM B CYMMe MeHbille 1000,n;OJIJI., KOTopbIe BbI nOTepSieTe, eCJIH

H~ero He 6y,n;eTe npOH3Bo,n;HTb. KaK SI 06'bSiCHSIJI BaM, B HHbIX C.JIyqaSIX JIytIIlle Bcero H~ero
He npOH3BO.D;HTb.
PaCCMOTPHM pHC. 10.6, r,n;e ueHa, no KOTOpoil lPHpMa MoxeT npo,n;aTb CBOH npo.n;yKT, Ha

(p = MR) H KpHBaSl npe,n;eJIbHbIX H3.D;epXeK


(MC) nepeceKaIOTCSI B TOqKe, Haxo.D;SlmeifcSI HUJlCe KPHBOH Cpe,n;HHX nepeMeHHbIX H3,n;epxeK
(AVC). qTO 3TO 3HaqHT? llonpocTY fOBOpSl, COBOKYllHbIH ,n;oxo,n; B 3TOM C.JIyqae B ,n;eDCTBHTellb

ClOJIbKO HH3KaS1, QlO JIHHHSI npe,n;eJIbHoro ,n;OXO.n;a

HOCTH HH)Ke ypoBHSI nepeMeHHbIX H3.D;epxeK. (COBOKYllHbIH ,n;oxo,n; npe,n;CTaBJIeH npSlMoyroJIb


HHKOM, era qeTblpe yrJIa HaxO.D;SITCSI B HaqaJIe KOOp.D;HHaT,

lOqJGlXp, B

q-3'

r,n;e

q-3

npe,n;CTaB

JUleT OllTHMaJIbHbIit ypOBeHb npo.D;yKTa npH 3TOH ueHe. IIepeMeHHbIe H3.D;epXKH npe,n;CTaBJIeHbI
npSlMOyroJIbHHKOM, qbH qeTbIpe yrJIa pacnOJIOXeHbI B uaqaJIe KOOp.D;HHaT, lOqJGlX

~o 3HaqHT,

qTQ

npH npOH3Bo,n;CTBe

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C, D H q-3')

lPHPMa He npHHOCHT ,n;OCTalOQHO ,n;oxo,n;a

,n;axe .D;JISI TOro, qro6bI nOKpbITb nepeMeHHbIe H3.D;epXKH, CBSl3aHHbIe C npoH3BO,n;CTBOM TaKora

K~eCTBa lOBapa. <l>HpMa MOXeT He TOJIbKO norepSlTb CBOH lPHKCHpOBaHHbIe H3.D;epXKH, HO


OHa repSleT ,n;axe 60JIbille ,n;eHer, 6y.n;yqH Hecnoc06Hoif nOKpbITb nepeMeHHbIe H3.D;epXKH, CBSI
3aHHbIe C !IPOH3BO,n;CTBOM

q-3.

'JIOfHqeCKHBePHbIMnOCTYJIKOMB,n;aHHOilCHTYauHH6y,n;eT OTCYTCTBHe BCSlKOro

@)

npOH3Bo,n;CTBa. IIpH npOH3Bo,n;CTBe HOAA e,n;HHHU BbI repSlere TOJIbKO BaIIIH lPHK
CHpoBaHHbIe JaTPaTbI. IIpH npOH3Bo,n;CTBe

q3 BbI

repSleTe eme 60JIbille ,n;eHer, no

CKOJIbKY BbI He Moxere ,n;axe nOKphITb CBOH nepeMeHHbIe 3aTPaTbI.


llpe,n;nOJIOXHM, ~o lPHKCHpOBaHHbIe 3aTPaTbI COCTaBJISIlOT 1000 ,n;OJIJI., H npH npoH3BO,n;
CTBe

q-3 e,n;HHHU

lPHpMa nOJIytIaeT COBOKYllHbID ,n;OXo,n; B 400,n;0JIJI. H HeceT nepeMeHHbIe H3

,n;ep)KKH B pa3Mepe 500,n;oJIJI. TIOCKOJIbKY COBOKYllHbID ,n;oxo,n; nOKpbIBaeT TOJIbKO 400,n;0JIJI. H3


500,n;oJIJI. nepeMeHHbIX H3.D;epXeK, npH npOH3BO,n;CTBe lPHPMa repSleT 100 ,n;OJIJI. 3a CqeT nepe
MeHHbIX H3.D;epxeK.

224

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ATe

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He MOJKer JiS)Ke nOKpblTb CBOH nepeMeHHble H3,l1,epJKKH

,ll;06aBbTe K 3TOMY 1000,ll.OJIJl. q,HKcHpoBaHHLIx paCXO,ll.OB, KOTopble OHa 6Y,ll.eT HeCTH


6e3OTHOCHTeJIbHO KOJIH'IeCTBa rrpoH3Be,ll.eHHoro ToMpa, H q,HpMa rrOTepReT B 06:w;eH CYMMe
1l00,ll.OJIJI. rrpH rrpoH3BO,lI.CTBe q*Je.u.uHHU IIpo.zJ.YKTa. B rrpOTHBHOM c.rryqae, eCJIH q,HpMa 3a
KpoeTCR H He 6Y1\;eT HH'Iero rrpoH3BO,ZUITb, OHa rrOTepReT JIHIIIb 1000,ll.OJIJI. q,HKcHpoBaHHbIX
3aTpaT. jlCHO, 'ITO B TaKOH cKryalUlH q,HpMa ,lI.OJDKHa 3aKPbITbCR.

3KOHOMHCTbI Ha3LIB8IOT TaKYJO cHTYaUHIO YCII08UeM KpamKocpoifHOZO 3aKpblmUR. eJIH

COBOKyII~ ,lI.oxo,ll. q,HpMhI rrpil q*J MeHbIIIe, qeM rrepeMeHHhIe H3,l1.epJKKH, nyqIIIe B006:w;e
3aKPblTb q,HPMY. fPacPJIlIecKH 3m rrpoHcXO,ll.HT

IGOK.lU>IH

pa3, KOma roPH30HTaJIbHaR JIHHHR

= MR rrepeceKaeT KPHBYIO MC B TO~e, HaxoMlIleHcR HIDKe U-06Pa3HOH KPHBOH AJIC. Bo

BCex rro,ll.06HbIX CHTYauHRX COBOKyIIHhIit ,lI.OXO,ll. 6Y,ll.eT MeHbIIIe, qeM rrepeMeHHble H3,lI.ep)I{KH,
'ITO 3HaqHT: JIY'lIIIe q,HPMY 3aKPhITb, qeM 3aHHMaTbCR rrpoH3BO,ll.CTBOM.

YcnOBMe AonrOCpOliHOrO 38KpblTMR: cOBoKynHble


M3AeplKKM npeBblW810T cOBoKynHblM AOXOA
tIT06b1 paccMOTpeTb

.zJ.PYfYIO

CKryauHIO, BepHeMCR K pHC. 10.5. B 3mM c.rryqae q,HpMa 60

JIee qeM rroKPblBaeT COOH rrepeMeHHhIe H3,lI.epXKH, rrOCKOJIbKY COOOKYIIHhIH ,lI.OXO,ll. (rrpe,ll.CTIlB
JIeHHhIit rrpRMOyroJIbHHKOM, ero qeTLIpe yrJIa pacrrOJIOXeHbI B HaqaJIe KOOp,ll.HHaT H TO'IKax

P, C

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D, B H q*]). XOTR 3Ta q,HpMa Te
pReT ,lI.eHbrH, eH Bce xe JIY'lIIIe rrpoH3OO,ZUITb q*], 'IeM q = 0, rrOCKOJIbKY COBOKYIIHhIit ,lI.OXO,ll.
H

'IeTblpe yrJta pacrrOJIOXeHLI B Ha'laJIe KOOp.u.HHaT H TO'lKaX

IIpeBbIllIaeT rrepeMeHHbIe H3,l1.epXKH. OHa MoxeT HCrrOJIb30BaTb ,lI.eHbrH, OCTaBIIIHeCR rrOCJIe


IIOKPbITHR rrepeMeHHhIX H3,l1.epXeK, ,lI.JIR OIIJIaTbI qaCTH q,HKCHPOBaHHhIX paCXO,ll.OB.

rna.. 10. OcHOlUllCBnlfT8Jlll3lla: npe,qtlpllfl7Jfe, IIIIKCJf"Jf3JfPYIOiQee npJf6wn"

225

HanpHMep, npe,llnOJIO:lKHM, 'ITO ee pHKCHpOBaHHhIe paCXO,llhI COCTaBJUlIOT 1000,ll0JIJI. H


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q"2'

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800 ,ll0JIJI.

co

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KPOIOT '1aCTb H3 1000.n;0JIJI. <pHKCHPOBIlHHhIX 3aTpaT.
900.n;0JIJI. -

,.

Ii ;
\}

B pe3YJIbTare

06IUHit y6hITOK COCTaBHT

BMecTO 1000, eCJIH <PHPMa He 6y.n;eT HH'Iero npoH3BO,ll;HTb.

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B KPaTKOCpO'lHOM nepHo.n;e, nOCKOJIbKY 3TO JIytlIUe, >reM

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HHe .n;eRTeJIbHOCTH. Ho OHa npo,llOJIJKaeT repJITb .n;eHbrH. TaK 'ITO, TOf,lla KaK ,llJlR Hee
JIYtlIIIe npOH3BO.n;HTb npo,llyKT B KpaTKOcpo'IHOM nepHo.n;e, OHa CO BpeMeHeM 3axo
'leT npeKPaTHTb npOllecc nOTepH ,lleHef, npHIDIB peIIIeHHe 0 npeKPameHHH CBoeit
.n;eRreJIbHOCTH. OHa 3aKpoeTCR IIOCJIe HCre'leHIUI CpOKOB .n;eitCTBIUI KOHTpaKTOB no
<pHKCHpOBaHHhIM H3,llepJKKaM.

3aBMCMMOCTb OT PbIHO'tHbiX ~eH


TIOCKOJIbKY <pHPMhI, <PYJIKlUIOHHPYIOIUHe B KOHKypeHTHbIX ycJIOBIUIX, .n;OJIJKHhI npHHHMaTb
PhIH0'lHYJO ueHY KaK .n;aHHOCTb, HX peIIIeHIDI no nOBO,lly npO,llOJDKeHIUI .n;eRTeJIbHOCTH BO MHO
fOM .n;HKTYlOTCR BHeIIIHHMH YCJIOBIUIMH. CymeCTByeT TOJIbKO TpH B03MO)K}{OCTH 'nOBe,lleHIUI
npH lleHOO6pIl30BaHHH.

01' ECJlH lleHa .n;OCTaTO'lHO BhICOKasI, <pHpMa 6y.n;eT n0JIY'IaTb npH6hIJIb H OC


TaBaTbCR B 6H3Hece C TeM, 'IT06hI np0,llOJIJKaTb HaKanJIHBaTb npH6hIJIb.
fpa<pH'IeCKH 3TO npOHcxo.n;HT, KOf.n;a roPH30HTaJIbHasI JIHHIUI
CeKaeT KPHBYIO

MC B TO'IKe,

p = MR

nepe

paCnOJIOJKeHHoit Ha.n; U-06PIl3HOit KPHBOit

A1C,

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01' ECJIH roPH30HTaJIbHaJI JIHHIUI p

= MR nepeceKaeT KPHBYIO MC B TO'IKe, pac

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nO,ll06HO~

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<pHpMa repnHT y6hITKH. qTO

CHTYallHH, 6Y,lleT 3aBHceTb OT TOro, HacKOnbKo

HH3KOit 6Y,lleT lleHa, H, CJIe.n;OBaTeJIbHO, HaCKOJIbKO 60JIbIIIHMH 6y.n;yr y6hITKH.


CymeCTByeT ,llBa ycJIOBHR, 0 KOTOPhIX roBOpHJIOCb B npe,lJ;hI,lly1IlHX pa3,llenax.

YCil06ue "pam"ocpoilHOlO 3a"plMmUR HMeeT MecTO TOf,lla, KOf.ll& COBOKYJIHhIit


,llOXO,ll cPHPMhI MCHbIUC, lICM

cc

ncpeMcHHhIe H3,llCPJKKH. rpacPH'ICCKH: 3TO

p = MR nepeccneT KPHBYIO
MC B TO'IKe, HaxolUIUleitcR HlOKe HmKHeit TO'IKH U -06Pa3Hoit KPHBOit A~,
npOHCXO,llHT, KOf,lla roPH30HTaJIbHaJI JIHHHJI

KaK nOKll3aHO Ha pHC. 10.6.

B TaKOit CHTYllUHl! cPHpMe JIY'Ulle HeMe~eHHO 38XphITbCJI H norepJITb TOJIb


KO CBOH <pHKCHpOBaHHhIe H3,llepJKKH. TIPOH3BO,lJ;CTBO npo,llyKTa B TaKoit CH
TY8llHH npHBe,lleT B HTOfe K yBeJIH'IeHHlO y6hITKOB.

YCiloBue iJoAZOCPOIIH020 3a"pblmUR CJIytlaeTCJI TOf.n;a, KOf.n;a COBOKYJIHhIit .n;o


XO,ll <PHPMhI npCBhIIIIaeT ee nepeMcHHhIe H3,llepJKKH, HO MeHbIIIe, 'IeM ee co
BOKYJIHhIe H3,llepJKKH. fpa<pH'leCKH: 31'0 npOHCXO,llHT BO BCRKOit CHTYallHH,
KOf.n;a roPH30HTaJIbHaJI JIHHIUI
60it TO'IKe OTpe3Ka KPHBOit

p = MR

MC,

nepeCeKaeTCR C KPHBoit

MC B JIIO

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U-06p1l3Hoit KPHBOit A~ H HmKHeit TO'IKOit U-06pa3Hoit KPHBoit ATe, KaK


nOKa3aHO Ha pHC. 10.5.

226

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npe.qnPlfflTJfii

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<pHKCHPOBaHHhIX H3,IlepXeK, .rryqwe npo.n;OJDKHTb npOH3Bo.n;CTBO, '1eM He
MeD,JIOHHO 3aKPhlTbCR. ECJIH <pHpMa BhInytKaeT TOBap, ee COB0KYnHhIA .n;o
XO,Il npeBhIwaeT ee nepeMeHHhIe H3,IlepXKH, a ::no 3Ha'lHT, 'ITO OHa MoxceT
HCnOJIb30BaTb H3lIHWKH D,1IR OMaThl XOTR 6hI '1aCTH CBOHX <pHKCIIpOBaHHhIX
H3,IlepxeK.

C .IlPyr<?A

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,IleT, OHa norepReT Bce CBOH <pHKCHpOBaHHhIe H3,IlepXKH H TaKHM 06pa30M


ycyry6HT CBOe nOJIOXeHHe.

Kax

BhI Moxere BH,IleTb, <pHpMa, HaxOMl:QWlCR B ycJIOBIDIX H,IleaJIbHOA KOHKYPeH:QHH, Ha

XO.n;HTCR B HeKOTOpoM CMhICJIe B nOJIHoA 3aBHCHMOCTH OT PhIHO'lHOA ueHhI. ECJIH ueHa BhICO
KWl, <pHpMa no.rryqaeT npH6hTJIh. ECJIH ueHa HH3KWl, OHa repnHT y6hITKH.

If

ee nOCJle.nyIOIUee

peweHHe 0 HeMeD,JIeHHOM 3aKPhITHH HJlH np0,IlOJl)KeHHH .n;emeJIbHOCTH B y6hITOK .n;o rex nop,
nOKa OHa H36aBHTCR OT CBOHX 06H3areJlbCTB no <pHKCHPOBaHHhIM 3aTPaTaM, 3aBHCHT aceueJlO
OT ueHhI. <l>HPMhI, .n;eACTByKlIUHe B YCJlOBIDIX H,IleaJIbHOA KOHKYPeHUHH, He BJla,IleIOT CHT)'a
UHeA.

B cJle.nyIOl:QeA fJIaBe R

paccKaX}' BaM 0 <PHPMax, KOTophIe He HCnhIThIBaIOT KOHKYPeH:QHH,

H 0 TOM, KaK OHH KOHTPOJIHpyKlT phIHOtIHhIe ueHhI. KaK BhI yxce MOfJIH nOHHTb H3 CHTYa:QHH
C 3aBHCHMOCTbIO OT PblHO'lHOA ueHhI <PHPM, pa6OTaIOmHX B YCJIOBIDIX KOHKYPeHUHH, no.n;06
HhIA KOHTPOJIb CTaBHT HX B HaMHOfO MeHee waTKyKl n03HUHIO.

m'8' 10. OCH08' nnJfT8JfH3Af': npe.qnplffITJfe, Af'KClfAflf3lfPYJOIl.Iee npJf6wnb

227

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B .JJ1io1i uak...
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~ AeMOHCTpaU,MSI TOro <!laKTa, "ITO cBo60AHble pblHKM

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~ CoKpaU4eHMe COBOKYnHOrO H3nMWKa 3a C"IeT HanorOB H

KOHTPOflSl HaA u,eHaMH

~ npOH3BOACTBO npM caMbIX HH3KHX B03MO)l(HbiX M3Aep)l(KaX

AnSI o6U4eCTBa

~ PeaK~SI Ha H3MeHeHHSI npeAnO)l(eHMSI H cnpoca

~
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nOBHH H8MeJKamero lPYHKIJ,HOHHPOBaHIDI KOHK}'PeHTHhle cB06o,D;Hhle phIHKH cnoc06 npe06pa30BaTh OrpaH~eHHhlepeCYPChl o6mecTBa B TOBaphl H

ycnym,

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lloqeMY

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./

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HecosepUleHCmSaMU pblHKa (marketfailures),

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B 3TOit maae R

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B KOTOpbIX 60JIbWe Bcero Hyx,naIOTCH JIIO,D;H.

~.... r

3KOHOMHCTaM HPaBHTCH KOHKYPeHTHble CB060.,nHble pblHKH, nOTOMY 'ITO eCJIH OHM


<PYHKUHOHHPYJOT ,n0JDKHblM 06pa30M, OHH rapaHTHPYJOT, 'ITO peCypcbl pacnpe,neneHbl

/( " , .

~ ;

ODTHMaJIbHO.

B qaCTIlOCTH,

TaKHe PbIHKH raPaHTHPYIOT, 'ITO peCypcbl HanpaBJIeHbl Ha

npoH3BO,nCTBO TOJIbKO rex npo.n;yIcrOB, ,nOXO,nbl OT KOTOPbIX npeBblWalOT pacXO,nbl.

3TO yrnepx.neHHe MOXeT 6b1Tb JIerKO npO,neMOHCTPHpoBaHO C nOMOIUblO rpa<pHKa npe,n


JIOXeHHH H cnpoca (nO,n06HO TOMy, KOTOPblit npe,nCTaBJIeH B fJlaBe

8).

Ho nepe,n TeM, KaK 11

nOKaJKy BaM, KaK 3TO MOXHO c,nenaTh, n03BOJIbre MHe 06'bHCHHTh yCJIOBHH, npH KOTOPbIX KOH
KYPeHTHble cBo6o,nHble pblHKH MOryT <PYHKUHOHHP0BaTh ,nOJDKHhlM 06PaJOM H npe,nOCTaBJIHTh
TaKHe xopoWHe pe3YJIbTaTbI. (IIo)I(aJIyitcTa, OTMeTbTe ,D;JIH ce6H: B 3Toit fJla:ae H HHor,na roBO
plO "cBo60,nHble PblHKH" HJIH npOCTO "PblHKH" BMeCTO TOro, 'IT06b1 Ka)I(,ll;bIit pa3 nOBTOpHTb
"KoHKYPeHTHble cB060,D;Hble pblHKH".

3TOM cnyqae H CTapaIOCb MaKCHMH3HpoaaTb nOJIb3Y

OT CBOHX orpaHH'leHHbIX pecypCOB, COKpaIUaH CJIOBa.)

npeAnOCblnKM AnR~YHK4MOHMpOBaHMRCBo6oAHbiX PblHKOB


CB060,nHble pblHKH rapaHTHpylOT OnTHMaJIbHble pe3YJIbTaTbI TOJIbKO npH BblnOJIHeHHH
CJIe.nyIOW;HX yCJIOBHit.

tr::;l'
\
\.~
~r

. ./

KaK nOlcynaTeJIH,

TaK H npO,naBUbI HMelOT ,nOCTYD K o,nHHaKoBoA nOJIHoA HH

<popMaUHH 06 onpe,neJIeHHbIX TOBapax HJIH YCJIYfax.


./ IIpaBa c06cTBeHHocTH yCTaHOBJIeHbI TaImM 06pa30M, 'ITO e,nHHCTBeHHblil
cnoc06, nocpe,nCTBOM KOTOPOro nOlcynareJIH MOryT nonyqHTh onpe,neJIeHHblil
TOBap HJIH yCJIyry, -

3TO 3llDJIaTHTh npo,naBuaM 3ll Hero.

./ KpHBble npe,LlJIOXeHHH OXBaTblBalOT Bce 3aTPaTbI q,HPM Ha npOH3BO,nCTBO on


pe,neJIeHHoro TOBapa HJIH yCJIYI'H
./ KpHBble cnpoca OXBaThlBaIOT Bce Bblro,nbl, KOTOPble JIIO,nH noJIY'llllOT OT onpe
,neJIeHHoro TOBapa HJIH

YCJIYfH.

./ CyrueCTByeT MHOXeCTBO nOlcynaTeJIeit H MHoxeCTBO npo,naaUOB, TaKqTO HH


KTO He HMeeT TaKOro 'IHCJIeHHoro npeHMY!UeCTBa, qT06b1 OKa3b1BaTb RJIHHHHe
Ha PblHO'lHYJO ueHY.

3m 'IaCTO Ha3b1Bae~H npeOnOJlOJICeHUeM 0 c02llacuu c 14e

HaMU (price-taking assumption),

nOCKOJIbKY Ka)I{,lI;brlt ,nOJI)l(eH npHHHMaTh ueHbI

TaKHMH, KaKHe OHH eCTb.

230

'I'CT. III. MlflCp03ICOHOMIfIC. - H'ylC' 0 no.8,48HIfIf norpe6lfnureR If npeAnplffITlfR

I '"

PhIHOqHasI lleHa cBo6o,llHo KOppelcrHpyeTCJI, 'IT06b1 BbiPOBIDITl> npe,llJIOXCeHHe


H Cnpoc Ha orrpe,lleJIeHHblA TOBap HJIH

'"
I

yc.rryry.

IIpe~e BCero, 3TH IIIeCTb YCJIOBHA eJIYX<:aT peIIIeHHIO ,llBYX OCHOBHbIX 3a,llaq.
OHH rapaHTHPYIOT, 'ITO JIIO,lI;H 38XOTJIT rroKYIIaTb H rrpO,llaBan Ha pblHKe.
OHH rapaHTHpYIOT, ~ pblHKH rrpHMYT B paCqeT BCe <3aTPaTbI H BCe Bblro,llbl OT

'"

IIpoH3BO,llCTBa, a 3aTeM rroTpe6JIT ,llaHHoe KOJI~eCTBO rrponyKTa.

B CJIe.!lYIOII.I,HX ,llByx pa3,lleJIax ICIDIC"llasI H3 3THX <5lUlaq paCCMaTPHBaeTCJI OT,lleJIbHO.


rSpSHT.II TOrO, "TO mOA. 38XOTflT nOKYnSTIJ npo,qSSSTIJ HS PWHK8X
YCJIOBHe, qT06b1 KaK rrOIcynaTeJIH, TaK H rrpO,llaBllbl HMeJIH ,llOCTYII K rroJIHoA HHlPopMa
llHH, rapaHTHpyeT, qTO H Te, H ,llpyrHe 38XOTJlT BeCTH ,lleJIa 6e3 He06xo,llHMOCTH rrepeX<:HBaTb 0
TOM, ~ KTO-TO pacrrOJIaraeT ceKpeTHoA HHlPopMaQHeA, KOTOpasI MoxceT 9b1Tb HCrrOJIbJOBaHa
rrpoTHB HHX.

(B

rJIaDe

15

JI 06'bJlCHJlIO, KaK PblHKH paCrrlUlaIOTCJI, eCJIH Ta HJIH HHasI cropoHa

BJIlUleeT 60JIbIIIHM 06DeMOM HHlPoPMauHH.)


YCJIOBHe, 'IT06b1 rrpaDa C06CTBeHHOCTH 6bIJIH YCT8,HOBJIeHbI TaKHM 06Pa30M,.~ rroKYIIa
TeJIH OOA3ICHbl IIJIaTHTb rrpO,llaBQaM, rapaHTHPyeT HaJI~He rrpO,llaB1l0B, XCeJIaIOmHX rrpe,llOCTa
BHTb rrpo.zlYKT.

B KaqeCTBe

06paTHoro rrpHMepa MOXCHO rrpHBeCTH CTapaHHe rrpo,llaTb 6HJIeTbI

Ha lPeAepBepK. IIoCKOJIbKY KaX<:,llbiA 3HaeT, qTO 3'1'0 IIIoy MOXCHO YBH,lleTb 6ecIIJIaTHo, HHKTO
He 3axoqeT IIJIaTHTb 3a 6HJIeT. Ho rrOCKOJIbKY rrpo,llaBQbI He MOryT rrpO,llaTb 6HJIeTbI, 3HaqHT, y
HHX OTCYTCTByeT CTHMYJI yCTPaHBaTb IIIOY.

(B

rJIaBe

15 JI paCCKa3b1BaIO 0

rro,ll06HbIX cwryaQRJIX

H 0 TOM, KaK 06mecTBo ,llOJIX<:HO rrOCTYIIaTb B TeX cnyqaJIX, Kor,lla pbIHKH He MOryT CrrpaDHTbCJI
caMH.)

y.,.TWS8eM SCe3STp8TW

swro,qw

Tpe60BaHHe TOro, 'IT06b1 KPHBble npe,llJIoxeHIDi OXBaTbiBaJIH BCe 3aTPaTbI, a KPHBble crrpo
ca OXBaTbiBaJIH Bce BblrO,llbI, rapaHTHpyeT, qTO paCqeTbI 3aTPaT H Bblro,ll ,llOJIXCHbi 6bITb BbI
rrOJIHeHbI Ha,llJIexcamHM 06PaJOM. HanpHMep, eCJIH CTaJIeJIHTeHHblH 3aBO,ll 6Y,lleT 3arpSl3HJlTb
OKp}')KalO1IJ;YIO cpeny H He IIJIaTHTb 3a 3'1'0, TO He 6Y,lleT crroc06a, C rrOMombIO KOTOpOro QeHa
CTaJIH npaBHJIbHO ~a3HT Bpe,ll, np~HHeHHblA3THM 3aDO,llOM oKPyxcaIOII.I,eH cpe,lle.

C npyroH

CTOpOHbI, eCJIH rocy,llapCTBO 3aCTaBHT 3aBO,ll nOCTOJlHHO TPaTHTbCJI Ha OqHCTHbie coopyxeHRJI,


,llaHHble paCXO,llbi 6y,llYT 0TPaxceHhI B PblHOqHOA QeHe, rr03BOJIJIJI 06mecTBy KOppeKTHO oQe
HHTb 3aTPaTbi H BblrO,llbi OT rrpo.nyicra, rrpOH3BO,llHMOro KOMnaHHeA. (fJIaBa

14 cO,llepX<:HT rre

peqeHb cnoco60B, KOTOphIMH MOXCHO rrOMO% pblHKaM, eCJIH KPHBble cnpoca H npe,llJIOXCeHRJI
He 0TPaJKaIOT BCex 3aTPaT H Bblro,ll.)
ECJIH rrepBble qeThIpe Tpe60BaHRJI ,ll1UI CBo60,llHbIX PblHKOB BbinOJIHeHbI, PblHOqHble CHJIhI
MOryT ,llOCT~b COllHaJIbHOrO OIITHMYMa TOJIbKO B T()M cnyqae, eCJIH OHH 6y,llYT CB060,llHhI OT
rrOCTOpOHHero BMeIIIaTeJIbCTBa. IIJltoe TPe60BaHHe YCTPaHJleT rrp06JIeMbi THrra B03HHKHOBe
HRJI MOHOrrOJIHA, rrpH KOTOpbIX OT,lleJIbHble nOKYIIaTeJIH HJIH np0,llaBQbI CHJIbHhI HaCTOJIbKO,
qTO OHH MOryT MaHHrryJIHpOBaTb PhIHOqHblM QeHo06paJOBaHHeM B C06CTBeHHhIX HHTepecax.
IIIecToe TPe60BaHHe 06yCJIOBJIHBaeT, qro rocy,llapCTBO He yCTaHaBJIHBaeT MaKCHMaJIbHhIX HJIH
MHHHMaJIbHbIX QeH, a cB060,llHYIO PblHOqHYIO QeHY orrpe,lleJIJleT COOTHOIIIeHHe crrpoca H rrpe,ll
JIOXCeHRJI.

(B

rJIaDe

8 JI

roBOpIO 0 rrpo6JIeMax C MaKCHMaJIbHblMH H MHHHMaJIbHblMH ycTaHOB

JIeHHblMH QeHaMH H 06'bJlCHJlIO, KaK OHH Bpe,llJlT 06mecTBY.)

rnala 11. nOlfeMY ROHOMIICrw mo6fIT clo6o.qHwe pWHICII II ICOHICYP8HLllllO

231

Ecm BhIlIOJIIDIIOTCH BCe WeCTb tpe60Bluurn,

IIpoHCXO,l(HT 3a6aBHasI BeID;b. IIpe,lQIo

:lICeHHe H CIIPOC aBTOMamqeCKH "nepeHOCHT" BaC K COUHaJIbHOMY OITrHM}'My, 6e30


BCHKOro BMeWareJIbCTBa co CTOpOHhI roey)l,apCTBa HJIH BJIHHTeJIbHhIX JIHU. 3TOT
lPeHOMeH CfaJI OCHOBOH MeTacPoPhI MaMa CMHTa 0 HeBH,ZJ;HMOR PYKe, KOTOPasI Ka
:lICeTCH HaCTOHIIJ;HM PYKoBO)l,HTeJIeM phIHKa, BhIBO)l,H ero Ha BepHYIO )l,opory, HecMOT
pH Ha TO, '1TO.B )l,eHCTBHTeJIbHOCTH HHKTO He PYKOBO,l(HT npoueCCOM, H rtpH TOM,

'ITO .Kll:lK):(bIH yqaCTHHK phIHKa IIpeCJIe~ TOJIbKO co6crBeHHhIe HHTepeChI.

AH811M3 3<1><I>eKTMBHOCTM CBo6oAHblX pWHKOB


3KOHOMHCThI HCIIOJIb3Y1OT KpHBhIe cnpoca H IIpe)l,JlO:llCeHHH )l,JlH )l,eMOHCtpaI(llH
TOro, 'ITO cB060)l,HhIe PhIHKH npOH3BO)l,HT COUHaJIbHO OIITHMaJIbHhIe ypOBHH npo
)l.yKTa. Ho e)l,HHHua npo)l.yKTa MO:llCeT 6hITb COUHaJIbHO BbITO)l,HOH )l,JlH npoH3BO)l,CT
Ba H nmpe6JIeHHH TOJIbKO B TOM CJIyqae, eCJIH BhIfO)l,hI, nOJIyqaeMble JIIO)l,bMH OT ee
nmpe6.JleHHH, npeBhIWaIOT 3atpaThI Ha ee IIPOH3BO)l,cTBO.
3ToT npocTOit BblBO)l, <paKTH'IecKH o61ICIDIeT, IIO'leMY KPHBble cnpoca H npe,lQIOXeIJHH TaK
IIOJIe3HbI npH aHaJIH3e COUHaJIbHOro OfITHMYMa. KaK R Ooo.RCIDIIO B maBe

8,

KPHBhIe cnpoca

II03BOJIHIOT H3MepHTb BhIro)l,hI, KOTOphIe 1I00000aIOT JIIO)l,H OT nmpe6.JIeHHH, IIOKa3blllaR,

KaKYIO

ueIJY OHH XOTeJIH 6hI lIJIaTHTb 3a notpe6JIeHHe KaX)l,oit OT)l,eJIbHOH e)l,HHHUhI npo)l.YKTa.
maDe

10 H 06'bRCIDIIO,

KaK KPHBhIe npe)l,JlO:llCeHHH Otpa:lKaIOT 3atpaThI Ha npoH3BO)l,CTBO KaX

)l,OH OT)l,eJIbHOit e)l,HHHUhI npo)l.yKTa.

JfcnOnIJaOSBHJfe KPJfSIJIX CnpOCB Jf npeR/lOJKeHJfff


AlIff CpBSHeHJfff aBrpBr Jf sIJIro,q
Ha'iepTHB KPHBhIe ClIpoca H npe,lQIO:llCeHHH Ha TOBaphI H yC.rryrH Ha O)l,HOM H TOM :lICe rpa
<pHKe, MO:lKHO JIerx:o CpaBHHTb 3atpaThI HBhIro)l,hI, CBR3aHHhIe C lIpOH3BO)l,CTBOM KaX)l,OH OT
)l,eJIbHOH e)l,HHHUhI IIpo)l.yKTa. ~ TOro 'IT06hI YBH)l,eTb, KaK 3TO pa60TaeT, )l,aBaHre B3fJIHHeM
Ha pHC.

11.1, Ha KOTOpOM

H306pa:lKeHhI KPHBasI crrpoca

H KPHBasI IIpe,lQIO:llCeIJHH

S.

10Aonn.
9

7
<ll
:I:

5
4

3
2

1
2

KOnlol'lBCTBO
Puc.

232

11. 1.

CpaBHeHHe 38TpaT U BblrO,lt

c nOMO~blO KpHBblX cnpoc8 H npeIU/O)l(BHHR

'Iserb III. AflfICP08ICOHO.,IfIKS - HSYJCB 0

nose,qeH1f1f no~e;; If npe,qtJptfflTtftf

,ll,mI

HaqMa ,lUlBaitTe B3rJUlHeM Ha O,nuy e,nHHHUY rrpO.nyKTa, paCrrOJIO:lKeHuyIO Ha ropH

30HTaJIbHOit OCH. ECJIH Ha 3TOM ypOBHe rrpO,DylITa BbI rrO,nHHMereCb BePTHKaJIbHO BBePX, ,no
rrepeCeqeHIDI C KPHBOit crrpoca, TO YBH,D;HTe, qro Ja e,nHHHUY rrpo.nyKTa 1I1O,nH XO'nIT II1IaTHTb

8 ,n0JIJI. B

TO :lKe BpeWl, eCJIH BbI 6y,nere rrepeMemaTbCH BePTHKMbHO BBepX ,no rrepece'leHIDI

C KPHBOit rrpeMO:lKeHIDI, TO YBH,nHTe; qro <l>HpMbI XOTHT rrOCTaBHTb Ha PblHOK O.nuy e,nHHHuy
rrpo.nyKTa, 3aTPaTHB Ha ee rrpoH3BO,nCTBO

2 ,n01I1I.

..

Coe,nHHHB 3TH ,nBa cj>aKTa; BbI rroitMere, 'ITO MJI 06meCTBa rrOJIe3HO rrpOH3BO,nHTb 3TY
rrepBYID e,nHllllUY rrpo.nyKTa, rrOTOMY 'ITO MJI rroKYIIareJIeit
6b1JIO JaTPa'leHO Ha ee rrpoH3BO,nCTBO rrpo,naBlI,OM

(2

(8

,n01I1I.) OHa CTOT 60JIbWe, '1eM

,n01I1I.). ,l(pyrHMH CJIOBaMH, TOr,na KaK pe

CypCbI, KOTopbIe uy:lKHbI MJI H3roTOB1IeHIDI 3TOit e,nHHHlI,bI rrpO.nyKTa, o6oWlIHCb 06mecTBy
lIHWb B
lIH

2 ,n01I1I., Kor,na HX rrpe06pa3OBaJIH B orrpe,neJIellHbI1t rrpo.nyKT H1IH yc.nyry,

8 ,n01I1I .lloxo,na.

lIoCKOJIbKY B ,naHHOM CJIY'Iae ,nOXO,nbI rrpeBbICH1IH JaTPaTbI,

OHH rrpHHec

3TY e,nHHHuy

rrpo.nyKTa rrpoH3BO,nHTb HYJlCHO.


Terrepb rrOCMOTPHM Ha BTOPYIO e,nHHHUY rrpo.nyKTa. lIepe,nBHJKeHHe BePTHKMbHO BBepx
,nO rrepece'leHIDI C KPHBOit crrpoca rrOKnblBaeT, 'ITO 3a 3TY e,nHHHUY JIIO,nH roroBbI 3aII1IaTHTb
7,n0JIJI., TOr,na KaK rrepeMemeHHe BePTHKMbHO BBepx ,no rrepeceqeHIDI C KPHBOit rrpe)l)loxe

3 ,n01I1I. 11 B 3TOM
3TY e,nHHHUY rrpo.nyKTa HYJlCHO rrpoH3BO.llHTb.

HIDI coo6maer, 'ITO paCXO.llbI Ha rrpOH3BO,nCTBO BTOpoit e,nHHHlI,bI COCTaBH1IH


.CJIY'lae ,nOXO,nbI rrpeBbIWaIOT pacxo,nbl, a 3Ha'IHT,

,ll,mI TOro qr06bI YBH,neTb rrpoTHBOrrOJIOxuyIO CHTYalI,HlO, ,naBaitre paCCMOTPHM IIHTYlO e,nH
HHuy rrpo.nyKTa. lIepeMecTHBwHcb BBePX, MbI BH,nHM, 'ITO paCXO.llbl Ha rrpOH3BO,nCTBO IIHTOH
e,nHHHlI,bI, YKaJaHHbIe KPHBOH rrpeMoxeHIDI, COCTaBH1IH 6 ,n0JIJI., TOr,na KaK ,nOXO.llbI, OTMe
'1eHHbIe KPHB01t crrpoca, COCTaBJUIlOT

4 ,n01I1I.

lIoCKOJIbKY CTOHMOCTb rrpoH3BO,nCTBa 31'OH e,nH

HHlI,bI rrpeBbIIHaer CYMMY, KOTOPYIO XOTm' 3a Hee II1IaTHTb,

3TY e,nHHHuy

rrpo.nyKTa npoH3BO

,nHTb He 1fYJlCHO. ,l(pyrHMH CJlOBaMH, rrpOH3BO,nCTBO IIm'oite,nHHHlI,bI rrpo.nyKTa HHBeJIHpyeT ee


ueuy. lIoqeM}'? lIOTOMy, 'ITO ee rrpoH3BO,nCTBO BKlIIO'IaeT rrpe06paJoBaHHe 6,n01I1I. CTOHMOCTH
peCypcOB BO qro-TO, qro 6y,ner CTOHTb JIHWb

4 ,n01I1I. MJI rrOTPe6HTeJIeit.

TaKoe rrpoH3BO,nCTBO

y6bITO'lHO.

OnpeAeneHMe coqManIJHo OIlTMUanIJHOrO YP08HfI npOAYlCTa


Puc.

11.1 MO:lKer CKaJaTb BaM TOqHO, KaKoe KOJIH'leCTBO (q) rrpo.nyKTa ,nOJI:lKHO 6bITb rrpo
3To rrOTOMY, qro KPHBbIe crrpoca H rrpe)l)lO:lKeHIDI rr03BOJIHT BaM 6bICTpo CpaBHHTb

H3Be,neHO.

JaTPaTbI H ,nOXO.llbI MJI Ka:lK.lloro B03MO)f{HOro YPOBIDl rrpO.nyKTa.


ECTb TOJIbKO TPH COOTHOIlIeHIDI JaTPaT H ,nOXO,nOB.

'" ,ll,mI Ka:lK.llOH

e,nHHHUbI rrpo.nyKTa, r,ne CrrpaBeMHBO HepaBeHCTBO

q < 4,

,nOXO

.llbI rrpeBbIWaIOT pacxo.llbI.


'" lIpH YCJlOBHH paBeHCTBa

'" ,ll,mI

q = 4 ,nOXO.llbl paBHbI

JaTPaTaM.

Bcex ypoBHe1t, Kor,na crrpaBe.ll1IHBO HepaBeHCTBO

q> 4,

3aTPaTbI rrpeBbI

WaIOT ,nOXO,nbl.
3KOHOMHCTbI, rrpoaHaJIH3HpoBaB 31'0, ,neJIaIOT BbIBO,n 0 TOM,qro COll,HaJIbHO OIITHMaJIbHbIH
ypOBeHb rrpo.nyKTa COCTaBJUleT

q = 4,

rrOCKOJIbKY MJI 3THX e,nHHHU ,nOXO.llbI H1IH rrpeBblWlllOT

pacxo,nbl, H1IH rro KPaHHeH Mepe paBHbI HM. lIpoH3Be.wr rrepBble '1eTbIpe e,nHHHUbI rrpo.nyKTa,
06mecTBo rrOJIy'lHT BbIro,nbI H1IH XOTH 6b1 He rrOCTPa,n,aeT OT rrorepb.

@j

KaK BbI MO:lKere BH,neTb, COll,HMbHO OrrTHMMbHbIH YP0BeHb rrpo.nyKTa Bcer,na rro
pa3HTeJIbHO JIerKO orrpe,neJIHTb Ha BCHKOM rpa<l>HKe crrpoca H rrpe)l)lO:lKeHIDl.

3m

rrpocTO KOJIH'leCTBO rrpoH3Be,neHHoro rrpo.nyKTa, COOTBeTCTBYIOmee TO'IKe rrepece


'1eHIDI KPHBhIX crrpoca H rrpe)l)lO:lKeHIDI.

rnasa

t t. nOlleMY 3KOHOMtfCTW nlO6flT C8~Hwe

pWHKIf If KOHqpeHqlf1O
\

233

C8060AHwe pWHKH npOH380,ltflT COLlHanlJHO OnTHManlJHWii ypoBeHIJ npOAYKTa


48"'Q~

feHHaJIbHOCTb MaMa CMHTa 3aKJIIO'IaJIaCb B TOM, 'ITO OH onpe,neJIHJI CJIe,nYIOllJ;HH

<peHOMeH: cB060,nHhle pbIHKH rrpOH3BOMT TOqHO

COUHaJIbHO~OrrTHMaJIbHhI:R:

YPO

BeHb rrpo.uyKTa 6e3 TOro, 'IT06h1 KTO-TO orrpe,neJIeHHhI:R: pyx:OBOJl:HJI HMH, rro,nTaJIKH
BlUI K BepHhlM ,neHCTBIDlM.
llo,nTBep,nHTb 3mT <paKT MO:lKHO CaMhlM rrpOCTemnHM crroco6oM. Bce, 'ITO BaM H}')KHO c,ne

JIaTh, -

3m rrOCMOTpeTb Ha pHC.

11.1

H OC03HaTh, 'ITO PhlHO'lHOe paBHOBecHoe KOJlH'leCTBO

T.e. TaKoe KOJIH'leCTBo, KOTOpoe rr0JIY'iaeTCH, Kor,na PhlHOqHlUI u;eH8 cB060,nHa .nJIH KoppeK
THpOBKH, TaK 'ITO KOJIH'IeCTBO, rrOCTllBJIeHHOe rrpo,naBUaMH, paBHO KOJIH'leCTBy, tpe6yeMOMY
rrOKyfIaTeJIHMH, -

3To

orrpe,neJIHeTCH B TO'IKe rrepeCe'leHIDI KpHBhIX crrpoca H rrpeMoxeHIDl.

rrpeBOCXOJl:Hhl:R: <PeHOMeH, BO MHOroM yrrPOllJ;aIOUJ;H:R: Harny )1G13Hb, rrOCKOJIbKY OH HH

BeJIHpyeT rrOTpe6HOCTh HMeTh CrreUHaJIbHoe rocy,napCTBeHHOe yqpe)K,lleHHe, OTBeTCTBeHHoe 3Q


ueMTpaJIH30BaHHOe lUIaHHP0BaHHe H nOCTOHHHO npoBepHIOm;ee, OITIHMaJIbHoe JIH KOJIH'leCTBO
rrpo.l(yKTa rrpOH3BeLleHO. CBo60,QHhle PbIHKH BbI,D;aIOT C1pOro OITIHMaJIbHhI:R: ypoBeHb npo.ayKTa
6e3 TOro, 'IT06h1 KTO-TO ,nOJIXeH 6hIJI BhlrrOJIHHTb KaKHe 6h1 TO HH 6h1JIO

<PYJiKUHH Ha6mo~.

l1cnonb30BaHMe COBoKyl1Horo M311MWKa AnR M3MepeHMR BbiroA


48!W1~

{~

3KOHOMHCThI HCrrOJIb3YIOT rrOHHTHe, Ha3BaHHOe

c080KynHbIM U3IlULUKOM, MH CYM

MHpOBaHIDl H3JIHIIIKOB, KOTOpbIe rrOCTYTIaIOT OT rrpOH3Bo,nCTBa Ha COIJ;HaJIbHO orr

\1.fbJ

THMaJIbHOM ypOBHe. Bhlro,na, HJIH H3JIHIIIeK, rroJiyqaeTcH B pe3YJIbTaTe Toro, 'ITO


,nOXO,nbI OT rrpo,na)IGI rrpeBhlIIIaIOT 3atpaTbI Ha rrpOH3Bo,nCTBO orrpe,neJIeHHbIX e,nH
HHU npo,nyKTa.

CoOOKyfIHhlH H3JIHIIIeK ,nonxeH 6h1Tb paJ,neJIeH Me)K,lly rrOTpe6HTeJIHMH H rrpOH3Bo,nHTeJIH


MH. qaCTh COBOKYfIHOro H3JIHI.I.IKll, KOTOPlUl rrOCTYTIaeT rrOTpe6HTeJIHM, Ha3BaHa (eCTeCTBeHHO)

U3AULUKOM nompe6umeJlJl, TOr,na KaK '1aCTb, KOTOplUl rrOCTYTIaeT rrpoH3Bo,nHTeJIHM, Ha3h1BaeTCR


U3AULUKOM npou3800UmeJlJl.
B p83Jl:eJIax, KOTophle nOCJIe.nyIOT Ja TeKYUJ;HM, CHaqaJIa paCCMatpHBaeTCR H3JIHIIIeK rro~
6HTeJIR, a 3aTeM -

H3JIHIIIeK rrpOH3Bo,nHTeJUI. llocJIe TOro KaK MhI rroroBopHM 0 K8)K,llOM H3

HHX B OT,neJIbHOCTH, MhI COBMeCTHM HX, '1T06h1 paCCMOtpeTb rrOHHTHe COBOKyrrHOro H3JIHIIIKa.

(If

H HCKpeHHe Ha,neIOCb, 'ITO Kor,na BhI rrOKOHWTe C 3THM'pa3,neJIOM, TO rroqyBCTByeTe" '1ro

rrOJIyqHJIH KaK

MHHHMYMlfymolfKY H3JIHI.I.IKll rr0Tpe6HTeJIH.)

H3MepeHHe H3nHWKa noTpe6HTenfl He,ltenHMOrO (,ltHCKpeTHOrO) T08apa


H3IlUWeK nompe6umeJlJl -

3TO Bhlro,na, KOTOPYIO rrOJIY'iaIOT JIIO,nH, Kor,na HM y,naeTCH KY

fIHTh roBaphl 3a MeHbIIIYJO CYMMY, '1eM OHH roroBhI 6h1JIH JalUIaTHTh.


CaMbIH JIerKH:R: .rryrb rrOHHMaHIDl H3JIHIIIKa rrOtpe6HTeJIH JIHMhIH TOBap (,nHCKpeTHhlH, IIITyqHbI:R:).

31'0 rrepBhlH B3rJUJ,lJ, Ha He,ne

HeOetlUMbiU m08ap (discrete goods) -

3m TOBap, KO

1 MaIIIHHY HJIH
1 JIOIIIMb Him 13
eCJIH BaM OHM HY:lKHhI

roPhIH H3MepReTCR TOJIbKO B ueJIhIX e,nHHHUax. HarrpHMep, BhI Moxere K)1IHTh

57 MaIIIHH,

HO BhI He Moxere KyfIHTh

2,33

MaIIIHHhI. BhI MOXeTe npH06pecTH

KOpoB, HO Y BaC He rrOJIyqHTCH KyrrHTb HX rro qaCTHM (00 BCHKOM c.nyqae,


:lKHBbIMH!).

~MIf~

IlocMOtpHTe Ha pHC.

11.2,

Ha KOTOpOM H306paxeH crrpoc Ha KOpoB. IloCKOJIbKY

KOpOBhI OTHOCHTCR K urryqHhlM TOBapaM, y BaC He rrOJIY'iHTCH lUIaBHO:R: CHHXaIO


..

llJ;e:R:cR KPHBO:R:. BMeCTO 3Toro BhI nOJIyqHTe TO, 'ITO B MaTeMaTHKe Ha3h1BaeTCH

cmyneHlfamou yHKu,ueu. llOHHMaTh ee HMO TaK, 'ITO 3a rrepBYIO KOpOBy JIIO,nH XoTRT lUIaTHTb

900 ,nOM.,

3a BropYIO -

800 ,nOM.,

3a 1peThIO -

700 ,n0JIJl.

H T.,n.

TeIlepb ,ll.aBait're Ilpe,ll.IlOJIOXHM, 'ITO PhIHO'lHaH ueHa KOpoBhI -

500 ,ll.OJIJI., Il03TOMY R Ha

PHCOBaJI'roPH30HTaJIbHYIO rryHKTHpHYIO JIHHHIO Ha ypOBHe :nOH ueHbI. CpaBHHTe 31)' ueHY C


TOH, KOTOPYIO XOTRT IlJIaTHTb JIIO,ll.H 3a

KlOK.UYIO

KOPOBY.

3a nepBYIO KOpOBy JIIO,ll.H XOTRT IIJIaTHTb 900 ,ll.OJIJI. TIOCKOJIbKY PhIHO'lHaH ueHa O,ll.HOH KO
POBhI Bcero 500 ,ll.OJIJI., 3TH IlOKYIlaTeJIH OCTaHYTCR B BhIHrphIIIIe, nOCKOJIbKYOHH CIloc06HhI
npH06pecTH KOpoBy Ha 400 ,ll.0JIJI. ,ll.eIIIeBJIe, 'IeM OHH roTOBhI JaIIJIaTHTb. HrrH, KaK JII06RT 1'0
BOPHTb 3KOHOMHCThI,

U3IluweIC nompe6ume.tlJl 3a nepBYIO

KOpoBy COCTaBJIReT 400 ,ll.OJIJI.

3aTeM' Ilepeit.D.eM KO BTOPOH KOpoBe. JIIO,ll.H XOTRT IIJIaTHTb 3a Hee 800 ,ll.OJIJI., HO IlOCKOJIbKY
PhIHO'lHaH ueHa COCTaBJIReT Bcero 500, 3a

3TY KOpOBy OHH

IlOJIY'laT H3JlHilieK n0'fPe6HTeJIR B

pa3Mepe 300 ,ll.0JIJI.

900 Aonn.

800
700
~

600
lleHa =500 Aonn.

500
400
300
200
100
3

HOMep KOpOBbi

P/lfc. 11.2. CryneH'IarafJ Kp/lfSafJ cnpoca Ha Wry'lHbI,;f rosap


TO'lHO TaX )({e IlpoHCXO,ll.HT H B cJIY'lae C TPeTbeH KOPOBOH: JIIO,ll.H nOJIY'laIOT H3JlHilieK IlO
TPe6HTeAA B paJr-t:epe 200 ,ll.OJIJI., IlOCKOJIbKY OHH I'OTOBbI 3aIlJIaTHTb 3a 31)' KOpoBy 700 ,ll.0JIJI.,
HO HM H)')({HO 3aIIJIaTHTb TOJIbKO PbIHO'lHYIO ueHy, COCTaBJIRIOIllYIO 500 ,ll.OJIJI.
3a IlepBhIe 'IeThIpe KOpOBhI Il0JIY'laeTCR IlOJIO)({HTeJIbHbIH H3JlHilieK nOTPe6HTeAA, TOr,ll.a
Kax,..Ha-IIRTOH KOpOBe 3Ta uenO'lKa 06phIBaeTCR, IlOCKOJIbKY IlOTpe6HTeJIH roTOBhI 3aIIJIaTHTb
500 ,ll.OJIJI., H KopOBa CTOHT 500 ,ll.OJIJI.

3To 3HatIHT, 'ITO JIIO,ll.H JaXOTRT KYIlHTb TOJIbKO IlRTb Ilep

BbIX KOpOB. (3KOHOMHCThI BCer,ll.a C'IHTaIOT, 'ITO KOr,ll.a "P0,ll.axHaH ueHa paBHa TOH, KOTOPYIO
I'OTOBhI 3aIIJIaTHTb nOTpe6HTeJIH, TO Bce H;J;yT H IlOKYIlaIOT.)

.nmr Toro 'IT06hI BhI'lHCJIHTb H3JlHilieK IloTPe6HTeAA 3a IIITY'IHhIH TOBap THIla KOpoB, HaM

H}')KHO 061.e,ll.HHHTb Bce H3JIHIIIKH, KOTophIe JIIO,ll.H n0JIY'laIOT 3a Ka)({.lJ.YJO e,ll.HHHUY TOBapa,
KOTOpYJO OHH peIIIaIOT KYIlHTb.

3TOM CJIY'lae CYMMa COCTaBHT 1 ThIC. ,ll.OJIJI. (400 ,ll.OJIJI. 3a

nepBYJO KOpOBy, IlJIIOC 300 ,ll.OJIJI. 3a BTOPYJO KOpoBY, IIJIIOC 200 ,ll.OJIJI. 3a TPeTbIO KOpoBy, IlJIIOC
100 ,ll.OJIJI. 3a 'IeTBePTYIO KOpoBy, IIJIIOC 0,ll.0JIJI. 3a

JI

nOKa3hIBaIO

3TY

JIRTYIO KOpoBY).

1 ThIC. ,ll.0JIJI. H3JIHiliKa IloTpe6HTeAA Ha rpacPHKe 11.3 3aIIITPHXOBaHHOH

06JIaCTbIO no,ll. Ka)({.lJ.OH CTYIIeHbKOH, paCIlOJIO)({eHHOH Ha.D. rOpH30HTaJIbHOH JIHHHeH ueHhI B


500,ll.0JIJI. TIJIOIlla.D.b 3aIIITPHXOBaHHOH CTYIleHlJaTOH cPHryphI paBHa 1 ThIC. ,ll.OJIJI.

rn.s. 11. nOIf.MY SICOHOIIMCTW n106.T CS06o.qHW. pWHICM M ICOHlCYP8HLtMIO

235

9OOAMJI.

800
700
"'600

--- _. ------- -------- l..leHa =500 AOJlJl.

500
400

300
200
100
2

HOMep KOpOBbl

PHC. 11.3. U3J1HWeK norpe(jHTenSl, nOJl}"leHHblH OT He,o.enHMoro TOBSPS

H3AfepeHJle Jl3nJlWKB nOrpe6J1Tenfl AenJlAfOro TOBspa


H3JIHmeK n0'lJ}e6HTeJ1S1 MOXeT 6bITh paCcqHTaH H,lI,IDI

goods),

iJeJzUMblX m06Qp06 u ycnyz (continuous

HanpHMep, 3eMJIH HJIH paCTHTeJIbHoI'O MaCJIa, HJIH qaCOB MY3b1KaJIbHbIX 3aIDITHH, KO

TOpble He 06H3aTeJIbHO npo,n;aIOTCSI B BH.D;e u.eJIbIX e.D;HHHIJ..

,npyrHMH CJIOBaMH, BbI MOXeTe KY

nHTh ,n;ecsl'rylO (COTYIO H T.,n;.) qacTb e,n;HHHu. ,n;eJIHMoro TOBapa, HanpHMep 78,5 axpOB 3eMJIH
HJIH

6,33 raJIJIOHOB paCTHTeJIbHoro MaCJIa,

HJIH 2,5 qaca M}'3hIKaJIbHbIX 3aIDlTHit.

KpHBble cnpoca .D;JISI ,n;eJIHMblX TOBapOB BblrJUl,lUlT HaMHoro JIY'lIIIe, qeM cTYTIeH'laTaSI
IPYHKI.J.HSI, KOTOPYIO BbI n0JIY'lHJIH ,lI,IDI IUTy'IHbIX TOBapOB. B CaMOM ,n;eJIe KPHBble cnpoca .D;JISI
,n;eJIHMbIX TOBapOB -

3TO TIJIaBHble CHHJKaIOIIUlecSl JIHHHH, KOTopble BbI yxe BH.D;eJIH paHbme

(K npHMepy, B maBe 8).


H3-3a TIJIaBHOCTH 3THX KPHBbIX cnpoca npH nOCTpoeHHH rpalPHKa H3JIHIIIKa n0'lJ}e6HTeJISI

.D;JISI ,n;eJIHMbIX TOBapoB y BaC n0JIY'laeTCSI o6JIacTb B BH.D;e TpeyroJIbHHKa, KOTOPaSI pacnOJIa
raeTCSI no,n; KPHBOH cnpoca H Ha,D; PbIHOqHOH u.eHoH. 13bI MoxeTe YBH.D;CTb 3TOT "KJIHH" Ha
pHC.

11.4,

A'!!!I'f.

r,n;e H306paxeH PbIHOK MaCJIa ,lI,IDI xapKH.


Ha pHC.

11.4

u.eHa Ha MaCJIO ,lI,IDI xapKH COCTaBJDleT 5 ,n;OM. 3a raJIJIOH. ITo noit

u.eHe JIIO.D;H XOTSIT npH06peCTH


~

1 TblC.

raJIJIOHOB MaCJIa .D;JISI JKapKH. KPHBaSI cnpoca

paCnOJIO)KeHa Ha,D; roPH30HTaJIbHOit JIHHHeit u.eHbl B 5 ,n;0JUl. -

3TO 3Ha'lHT, 'ITO no

KyTIaTeJIH I'OTOBbl3aTIJIaTHTb 6om.me, qeM 5,n;0JUl. 3a raJIJIOH, H n0JIY'l8.lOT H3JIHIIIeK


1I0'lJ}e6HTeJISI OT noJCYIIKH 3TOit

Ami TOro

1 TblC.

raJIJIOHOB.

'IT06b1 BbI'IIICJIHTb H3JIHIIIeK nmpe6HTeJUI 3a ,n;eJIHMbIit TOBap, BbI CYM

MHpyeTe Bce H3JIHmKH, KOTOpbIe nOJIY'laIOT JIIO,ZUI, Kor,n;a nOKYTIaIOT 3a MeHbmee


KOJIH'leCTBO ,n;eHer, qeM OHM XOTIIT TIJIaTHTb, -

TaK xe, KaK H B CJIY'lae He,n;eJIHMO

ro TOBapa. Ho nOCKOJIbKY ceWiac MbI HMeeM ,n;eJIO C TpeyroJIbHMKOM, .D;JISI nOJIY


qeHHSI HYJICHoro pe3YJIbTaTa Tpe6yeTCSI HeMHoro reOMeTpHH. He BOJIH}'itTeCb, 3TO
OqeHb npOCTO. BaM BCero JlHIIIb HYJICHo 6y,n;eT HCnOJIb30BaTb l1>oPMYJIY .D;JISI HaxO

~eHHSI TIJIOma,D;H TpeyroJIl>HHKa (nOJIOBHHa npoH3Be,n;eHHSI OCHOBbI Ha BblCOTY),


.D;JISI TOro qr06bI HaitTH COBOKYTIHbIH H3JIHmeK.

0,5

236

x 1 TbIC. ,n;0JUl. x 5 = 2,5 TblC. ,n;0JUl.

.a

HameM cJIY'lae BbI YMHOXaeTe

10 AOl1l1.

9
8
7

! 6
=r 5
II)

- - - - - - - - - - - - - - - - - - - UeHa =5 A01111.

3
2

1
1000
ran110HOB

MaClla AIlA lKllpKH

PHC. 11.4. M3JlHWeK nOTpe6HTenSl, nOny<4eHHblH OT p,enHMoro TOBapa

H3MepeHlfe 1f3JJIfWK8 npOlf380,RIfTenfl


H3IIUlUeK np0U3800Ume.n.R H3MepHeT BbIro.uy, KOTOPYIO pHPMbl noJIY'IlllOT, KOr,LJ;a OHH MOJYf

ITpO,LJ;aTh CBOA npo.uyJIT Ja 6oJlI>wyIO cyMMy, qeM MHHHMaJII>HaH u;eHa, KOTOPYIO 6bl OHH fOTOBbl
6bIJIH npHHHTh. Bbl MOJKeTe paccqHTaTh H3JlHWeK npoH3BO,zurreJlH H MH He,LJ;eJIHMblX TOBapoB,
H MH ,LJ;eJIHMblX TOBapoB -

TO~O TaK JKe, KaK Bbl MOrJIH paccqHTaTh H3JlHWeK nQTPe6HTeJUI

MH KaJK)J;oro H3 3THX BH)J;OB ToBaPOB. B 3TOM pa3,LJ;eJIe H npeMaraIO BaWeMYBHHMaHHIO npH


Mep paCqeTa H3JlHWKa npOH3BO,LJ;HTeJUl MH ,LJ;eJIHMblX TOBapOB.
BbI MOJKeTe nOJIyqHTb XOPOWHH hpHMep Bbl'IHCJIeHHH H3JlHWKa npOH3BO,LJ;wreJUl, eCJIH

11.5, Ha KOTOpOM H306paJKeHa Iq)HBaH npeMOJKeHHH S MH MaCJIa MH


3Ta Iq)HBaH npeMOJKeHHH qpe3BbNaAHO BaJKHa MH onpe,LJ;eJIeHHH H3JlHWKa llpOH3BO

nocMoTPHTe Ha pHC.
JKapKH.

,LJ;HTeJUl, nOCKOJIbKY Ka)K)J;aH TOqKa Ha Iq)HBOH npeMOJKeHIDI roBOpHT BaM 0 MHHHMYMe, KOTO
PblH BaM HYJKHO 3anJIaTHTb nOCTaBIIJ;HKaM MH TOro, qro6bl OHH npe,LJ;OCTaBHJIH BaM COOTBeT
CTBYIOlIJ;ee KOJIH'lecTBO npO.uyJITa. CpaBHHBaH KaJK)J;oe MHHHMaJII>HOe 3HaqeHHe C 60JIee Bbl
COKOH PbIHOqHOH u;eHoit, KOTOPYIO npoH3BO,LJ;HTeJIII ,LJ;eHCTBHTeJIbHO nOJl}"IHJIH, npO,LJ;aB CBOit
npo.uyJIT, Bbl MOJKeTe paCCqHTaTh H3JlHWeK npoH3BO,LJ;HTeJUl. (RaJIee nO,LJ;p06HaH HHPoPMau:HH
o Iq)HBbIX npeMOJKeHHH H 06 HX HHTepnpeTaU;HH HaxO)J;HTCH B rJIaDe

8.)

5 ,LJ;OJUI. Ja raJlJIOH. Ii rpapHK nOKa3bl


qro npoH3BO,lUfTeJIH c06MpaIOTCH nOCTaBHTh TOqHO 1 TbIC. raJlJIOHOB MaCJIa MH JKapKH no

ll,eHa Ja MaCJIO .MJi-npKH OCTaeTCH HeH3MeHHOH BaeT,

3TOH u;eHe. OHH XOTHT nOCTaDHTh 3TO KOJIHqeCTBO, nOCKOJIbKY Ja


qaH nocne)J;HIOIO H3
MeHbwe, qeM

1 TbIC.

5 ,LJ;OJUI.

~ KaIlJIl() MaCJIa, BKJIIO

raJlJIOHOB, JaTPaTbI Ha npoH3BQlICTBO ,LJ;aHHOit Iq)HBOit npeMOlKeHHH

Ja raJIJIOH, KOTOpble npoH3BOAHTeJIH nOJl}"IaIOT npH npo)J;a)Ke MaCJIa.

Ho, H 3TO OqeHb BaJKHO, npOH3BO,LJ;HTeJIH rOTOBbl npOH3BeCTH nOqTH Bce 3TO MaCJIO 3a
MeHblUYIO

cyMMy, 'teM

PbIHOqHaH u;eHa B

5 ,LJ;OJIJI.

3a raJIJIOH. Bbl MOJKeTe nOHHTh 3TO H3 TOro,

qro Iq)HBaH npeMOJKeHHH paCnOJIaraeTCH no,LJ; roPH30HTaJIbHOit JIHHHeH u;eHbl ,LJ;O nocJIe,LJ;Heit
KaITJIH H3

1 TbIC.

raJIJIOHOB. TOT paJcr, qro OHH no.rryqaT no

5 ,LJ;OJIJI. Ja raJIJIOH MaCJIa HeCMOTPH

Ha TO, qTO roTOBbI npoH3BO,lIHTb ero Ja MeHblIIyIo CTOHMOCTh, C.JIYXGIT HCTOqHHKOM H3JlHWKa
npOH3BO,LJ;HTeJIH, KOTOPblit npe,LJ;CTaBJIeH ITJIOIIJ;a)J;bIO JaW1pHXoBaHi:lOro TpeyroJIbHHKa.

~.~.,_._-

rnasa

11. n04lellYHoHOII"CTIJI RI06Ar C806QRHWe pWHIOf H ICOHICYP8HlCHIO

237

10 Aonn.

6
5
4

__._,c._ - -- --- - -_. -- - -- - -- --- UeHa = 5 AOIlIl.

3
2
1

1000
rannOHOB MaClla AJ1R J1(apKI4

PHC.

11.5. M3flHweK npOH3SOAHTeflR, nOflY'feHHbla 38 lteflHMblH Tosap

BOCnOJIb30BaBWHCb !l>OpMyJIOjt nJIOmMH TPeyrOJIbHHKa

(0,5

YMHO:lKHTb Ha OCHO

By YMHO:lKHTb Ha BblCOTy), Bbl MOXeTe BbltIHCJIHTb, 'ITO H3JIHWeK npOH3BO,llHTeJUI


B 3TOM npHMepe COCTaBJUleT
cYMMe

2 ThIC. ,llOM., npo,llaB

2 TblC. ,llOM.

flPOH3BO,llHTeJIH nOJIy'lHJIH BblHrpblW B

1 TblC. raJIJlOHOB MaCJIa, nOCKOJIbKy KOJIH'leCTBO ,lleHer,

noJIYtIeHHoe 3a 1 TbIC. raJIJIOHOB MaCJIa, Ha

2 TblC. ,llOM.

npeBblwaeT MHHHMaJIbHoe

KOJIHtIeCTBO, KOTOpoe OHH roTOBbl 6blJIH npHIDITb.

H3MepeHJfe COBOIC)'llHOrO Jf3JlJfWK8


C060KynHblu U3IIUWeK, KOTOpbljt o6mecTBo nOJIy'laeT OT npOH3BO,llCTBa COUHaJIbHO onrn

MaJIbHOro ypOBIDI TIpo.uyKTa COOTBeTCTBYJOmero 1'OBapa HJIH yCJIyrH, -

31'0 npOCTO cYMMa H3

JIHWKa nOTPe6HTeJUI H H3JIHWKa npOH3BO,llHTeJUl, nOJIYtIeHHbIX Ha 3TOM ypOBHe np0.uyKTa.


Ha pHC.

lL6

Bbl MoxeTe BH,lleTh COBOKYTIHbIjt H3JIHWeK,llJUI pblHKa, Ha KOTOpOM PaBHO

BeCHasI ueHa H paBHOBeCHoe KOJIHtIeCTBO COCTaBJUIIOT, COOTBeTCTBeHHO,

p' == 5 ,llOM.

q" = 4.

(ECJIH 3TOT rpa!l>HK KaXeTCH BaM 3HaKOMblM, no nOTOy, 'ITO OH noxo}l{ Ha pHC. 11.1.)

11 H306paJHJI COBOKYTIHblA H3JIHWeK TaK, 'lT06bI 6blJIO HCHO BH,llHO,

'ITO OH COCTOHT H3 H3

JIHWKa nOTPe6HTeJUI H H3JIHWKa npOH3BO,llHTeJUl. OHH paJ,lleJIeHbl roPH30HTaJIbHOjt JIHHHejt,


OTMetIaIOmeA ypoBeHb PblHOqHOA paBHoBecHoA ueHbl

(5

,llOM.). TpeyrOJIbHHK H3JIHWKa no

-rpe6HTeJUI 3aWTPHXOBaH BePTHKaJIbHblMH JIHHHHMH, 1'Or.ua KaK -rpeyrOJIbHHK H3JIHWKa npoH3


BO,llHTeJIH JaWTPHXOBaH .,llHarOHaJIbHblMH JIHHHRMH.
CHoBa HCnOJIb30BaB !l>OpMyJIy ,llJUI Haxo}l{,lleFiHH nJIOma,llH TpeyroJIbHHKa, Mbl YMHoxaeM

0,5

4 x 8 ,llJUI

TOro, tITo6bl onpe,lleJIHTh, 'ITO ,llJUI 3TOro rpa!l>HKa COBOKYTIHblA H3JIHWeK co

CTaBJUleT 16,ll0JIJI. 06masI BbIrO,lla o6mecTBa npH npoH3Bo,llCTBe Ha 31'OM ypOBHe npo.uyKTa
COCTaBJIHeT 16 ,llOM.

238

"BeTh ",. MMKp03KOHOMHK8 - HByrcB 0 n08eReHMIf norpe6tn'eneR If npeAnplfllTlfR

10 Aonn.

COBOKYnHblA HsmlW8K =
H3nHW8K nOTpeOMT9nR

H3nHW9K npOH3BQAHT9nR

' ./

e
5
4

1
2

Konw49CTBo

PHC. 11.6. COsoK}'nHbI~ H3J1HW9K - 3TO CyMMa H3J1HWKa norpe6HrenR (seprHKMbHo 38wrpH
XOBSHHaR nno~) H H3J1HWKS npoH3so,QHrenR (,QHSroHMbHO 38wrpHxos8HH8R nnO~8,Qb)

AHBn.,3 COBOKYnHOrO .,3JJ.,WKB


COBOKYJIHhl.tl: H3JIHWeK OqeHb BroKeH, rrOCKOJlbKY OH rr03BOmIer Ou;eHHTb Bhlro.uy, KOTOPYIO
rrpHHOCJIT rrpOH3BO,llCTBO H roproBIDl. cIHPMhl H3rOTaBJIHBaIOT TOBaphl H YCJIYrH

.llmI rrOJIY'Ie

HIDI rrpH6hlJ1H. JIIO,llH TPanlT ,lleHbrH Ha 3TH roBaphl H ycJIYrH, rrOCKOJlbKY rrorpe6J1eHHe 3THX
BemeD ,lleJIaeT HX CqaCTJIHBhlMH (y,lloBJIeTBOpSleT HX rrOTPe6Hocrn).

COBOKYJIHhl.tl: H3JIHWeK

roBOpHT BaM, HaCKOJlbKO 60raqe CT8JlH rrorpe6HTeJIH H rrpoH3BO,llHTeJIH rrOCJle "B3aHMO,lle.tl:CT


BWI" ,llpyr C ,llpyroM.

Ii :"
~

7'

llOMHMO H3MepeHWI BI>IfO,llbI, rrOJIY'IeHHo.tl: B pe3YJIbTaTe B3aHMO,lle.tl:CTBWI rrorpe6H


TeJIe.tl: H rrpoH3BO,llHTeJIe.tl:, COBOKYJIHhl.tl: H3JIHWeK rrpe,llOCTaBIDleT

KP,

HTepHD, C rro

MombIO KOropOro 3KOHOMHCThl MOryT H3MepHTb ymep6, rrOHeceHHhl.tl: B<;JIe,llCTBHe


rrpOBe,lleHIDI orrpe,lleJIeHHoD rrOJIHTHKH rocy,llapCTBa, BMeWaBWerOCSI B ,lleJla PhlHKa.

O,llHO

,lleJIO -

CKa3aTb, HarrpHMep, 'ITO u;eHOBbIe Cy6CH,llHH Bpe,llSlT rrOl'pe6HTemIM.

Ha/'>fHoro Ba)l(J{ee 'ITO, MO)I{HO roqHO orrpe,lleJIHTb, KaKOe KOJI~eCTBO ,llOJIJIapoB no


TPe6HTeJIH norepSIJIH B pe3YJIbTaTe BMeWaTeJIbCTBa rocy,llapCTBa: I1MeHHo 06 3TOM
ceDqac H rro.tl:.lleT pe%.

Koz'Iadooo'lJtbte jtbtHJtU JJiejtJUtJlhcA'OJ()


cA'OOO'l't: JteotfJtalliuJtbte /l,oJJiejtu
KaK SI OTMeq8Jl paHee B

3roD maBe, 3KOHOMHCTaM HpaBSlTCSI cBo60,llHbIe pbIHKH, rrOCKOJIb

KY cB060,llHhle PhlHKH npoH3BO,llJlT He TOJIbKO Te e,llHHHI.J;bI,

.llmI KOTOpbIX rrpH6bIJlb rrpeBhlwaer

3aTPaTbI. )lp~ ,CJlOBaMH, PbIHOqHoe paBHOBeCHe rapaHrnpyeT, qro COBOKYJIHbID H3JlHWeK


BeJIHK HaCTOJIbKO, HaCKOJIbKO 3m B03MO)I{H0 B ,llaHHO.tl: CHlYaU;HH.

rn... 11. nOlfeMY SICOHOMHCTW nlO6Jlr c.o6o,qHwe PWHICH H ICOHqpeHl.llf1O

239

Bce TO, 'ITO MeWaeT cnoc06HocTH phIHKa ,nOCTH'ib PhIHO'IHOro paBHOBeCIDI H npo
H3BeCTH PhIHO'IHOe KOJI~eCTBO, COJq>~aeT COBOKYJIHbIit H3JIHWeK. 3KOHOMHCThI
HaJhIBalOT KOJIH'IeCTBO, Ha KOTOpoe COKPamaeTCR COBOKYJIHbIit H3JIHWeK, nOJIb3Y
SlCb Jq>aCO'IHhIM repMHHOM

He06pamUMble nomepu (deadweight loss).

B CJIe.nyIOmeM paJ.neJIe SI npe,nocTaBmO BaIUeMY BHHMaHHIO no.np06Ho COCTaBJIeHHhIe npH


MephI Heo6paTHMhIX norepb, BhI3BaHHhIX HaJIOraMH HJIH YCTaHOB1leHHeM nOTOJIKOB ueH.

3TH

BH,D;hI BMeWaTeJIbCTBa B ,neRTeJIbHOCTb PhIHKOB HaxO,D;JITCSI no,n KOHTpoJIeM rocy,napcTBa, HO Bill


He ,nOJDKHhI .nyMaTb, 'ITO He06paTHMhIe norepH MOryr 6hITh BhI3BaHh1

mOJlblCO rocy,napcTBeHHoit

nOJIHTHKoit. Bce, 'ITO cOJq>aw,aeT npo.nyKT, ,neJIaJI ero MeHbWe PhIHO'IHOro KOJI~eCTBa, npH
BO,D;HT K Heo6paTHMhIM norepJIM.

TaKoit CHTYauHH MOryr npHBeCTH MOHOnOJIHH H OJIHronO

JIHH, a TaIOKe np06JIeMhI, CBRJaHHhIe ~~eTPH'IHOCTbIOHH4x>PMlUlHH H 06meCTBeHHhIMH


TOBapaMH, -

060 BCeM 3TOM noit,neT pe'Ib B CJIe.nyIOlllHX HeCKOJIbKHX rmmax.

Heo6paTHMbie nOTepH, Bbl3B8HHble yCTaHoBneHMeM nOTOnKa ~eH


B Ka'IeCTBe npHMepa He06paTHMhIX norepb BaM npe,ncTaB1leHhI rpa$HKH Ha pHC.
rocy,napcTBo yCTaHOBHJIO nOTOJIOK ueH

pc, KaK

06'bRClUleTCR B rnaBe

8, nomOJlOlC

11.7, r,ne
- 3TO

~eH

M~CHMaJIbHaJI ueHa, no KOTOPOit npo,naBUbl MOryT Ha 3aKOHHbIX OCHOBaHIDIX npo,naBaTb

cBOit npo.nyKT. no 3aMblCJIY HX CTOpoHHHKOB, nOTOJIKH ueH npH3BaHhI nOMO'Ib nOKYllaTeJIRM


nocpe,nCTBOM HH3KHX ueH, HO R CKOPO noKIDKY BaM, 'ITO OHH MOryT npHHeCTH MHOro Bpe,na.

"'-----r---------"~-- nOTOll0K 4eH

D
A

qL

q*
KOllM'lecTBO

p.,c. 11.7. COKpall.leH.,e COBo/cynHoro .,3II.,WK8 B pe3ynbr8re YCTaHosneH.,S1 rloronK8 !.(eH

AmI TOro 'IT06bI }'BH,D;eTb Bpe,n,

np~eHHbIit YCTaHOB1leHHeM MaKCHMaJIbHOro 3HS'IeHHR

ueHbI, CHaqaJIa OTMeTHM, 'ITO npH MaKCHMaJIbHOit ueHe

pc npoH3BO.D;HTeJIH

c06HP81OTCR npo

qL e,nHHHU npo.nyKTa. ,l(pyrHMH CJIOBaMH, no 3TOit ueHe BhIro,nHO npoH3BO,nHTb


TOJIbKO nepBhIe qL e,nHHHU npo,nYKTa. ECJIH He cymeCTByeT MaKCHMaJIbHO YCTaHOB1leHHoit

,naTb TOJIbKO

ueHbl H PhIHOK ,neitcTByeT no CBoeMY ycMOTPeHHIO, npOH3BO,nHTeJIH 6y.nyT npOH3Bo,nHTb phI


HO'IHoe paBHOBecHoe KOJI~eCTBO npo.nyKTa,

q'.

.Ij

Cne,nOBaTeJlbHO, eCJIH 6bI 3TO 6bIJI CB060,nHbIA pbIHOK, COBOKYJIHblA H3JlHWeK 6bIJI 6bI
npe,nCTaBJIeH rpa.pHtleCKH TpeyroJIhHHKOM, 0603Ha'lcHHblM TO'IKaMH
MoxeT 6bITb npoH3Be,neHO TOJIbKO

A, B H C.

Ho nOCKOJIbKY

e,nHHHIJ. npo~, WIOma,D;b COBOKylIHOro H3JlHWKa co

qL

KPameHa,no 381DTPHXOBaHHoA 06JI8CTH, 0603H8'1eHHoA TO'IKllMH

A, B,

FH

E.

nOTepH COBOKylIHOro H3JlHWKa B pe3YJIbTare TOro, 'ITO 6bIJIO npoH3Be,neHO He


npo.nyKTa, 8

E,

qL -

q' e.nHHHIJ.

3TO AHaroHaJIbHO 381DTPHXOBaHHbIA TpeyroJIbHHK, 0603Ha'leHHblA TO'IKaMH

F H C. llJIoUJ;8,llb 3TOro TpeyroJ1bHHKa nOKa3blBlleT BeJIH'lHHY He06paTHMbIX norepb, KOTOpbJe

B03HHKJlH B pe3YJIbTaTe cOKP8llJ;eHIDI npo~ HHXe COIJ;HaJIbHO OIITHMaJIbHOro ypoBIUI,

q'.

nOTOJIOK IJ,eH npHHOCHT y6b1TKH, nOCKOJIbKY AJUI Bcex e,nHHHIJ. npO.nyKTa, HaxO

qL

.lUlUJ;HXCH Me)lQly

q',

,nOXO,nbl npeBbIwaIOT 3aTP8TbI, 'ITO 3Ha'lHT: 3TH e,nHHH

IJ.bI ,noroKHbI 6bITb npoH3De.lleHbI. npH CYMMHpOBaHHH pl13Mepa ,nOXO,nOB, KOTOpbIe


MO)I{HO nOJIY'lHTb OT npoH3Bo,nCTBa H nOTPe6JIeHHH 3THX e,nHHHIJ., WIOlIJ,3,lJ,b Tpe
yrOJIbHHKa He06paTHMbIX norepb MoxeT TO'IHO 0TPl13HTb BeJIH1fHHY yw;ep6a, npH
'IHHeHHOro .BMewaTeJIbCTBOM B pbIHOK.

AHanM3 Heo6paTMMblX nOTepb OT HanOrOB


HaJIora, KOTOpbIMH,06mmuoTcH TOBaPbI H YCJIYTH, TOxe npHBO,nHT K He06paTHMbIM nOTe
pHM.

3To

npOHCXO,nHT nOTOMY,

<iTo TllIGIe HaJIOra nOBbIwaIOT 3a'l])aTbl Ha npOH3BO,nCTBO H

no

rpe6JieHHe npO.nyKTa. Kor.lla 3TH 3aTPaTbl HCKyCCTBeHHO nOBbIWaIOTCH H3-3a HaJIOroB, JIIO,nH
pearapyJOT npoH3Bo,nCTBOM H nOTPe6JIeHHeM MeHbwero KOJIH1feCTBa e,nHHHIJ; npO.nyKTIl, 'IeM
6bIJIO ,no YCTaHOBJIeHHH ,naHHoro HaJIOra. nOCKOJIbKY Ka)l{AaH e,nHHHIJ.a, KOTOpaH 6bIJIa nDTPe6
JIeHa ,no yCTaHOBJIeHHH HaJIOra, 6bIJIa e,nHHHIJ;eA, y KOTOpoA ,nOXO,nbl npeBbIWaJIH 3aTPaTbI Ha
ee npOH3BO,nCTBO, cOKPameHHe npo.nyKTa, KOTOpoe nOCJle,nOBaJIO B pe3YJIbTaTe HaJIOra, 06H3a
TeJIbHO cOKPaTHT COBOKYUHbIA H3JlHWeK H npHBe,neT K He06paTHMbIM nOTepHM.

KaK HanOn, .CMe~aIOT KPIfBY'O npeA/lOJICeHlffl

aa
~~

IIepe,n TeM KaK H 60JIee ,neTaJIbHO paccKa)I{y 0 He06paTHMbIX nOTepHX, KOTOpbIe no


JIY1faIOTCH B pe3YJIbTaTe 06JIOXeHHH npo.nyKTa HaJIOraMH, H ,nOJI)l{eH nOKl13aTb BaM,

~ . 'ITO YCTaHOBJIeHHe HaJIOra Ha npO.llaBIJ;a CMemaeT KPHBbIe npe.nnoxeHHH DePTHKaJIbHO Ha BeJIHtlHHY HaJIOra. ,naBaihe paCCMOTPHM KOHKpeTHbiA npHMep -

no

CTaBKY rOBjIAHHbI Ha PhIHOK rOBH,nHHbI, r,ne rocy,napcTBo c06HpaeTcH yCTaHOBHTb


HaJIOr B pl13Mepe
Ha pHC.

11.8

1 ,n0JIJI.

3a <PYHT.

BbI BH,nHTe ,nBe KpHBbIe. (KOHe'lHO, 3T0 npHMbIe JIHHHH, HO MHe npOCTO

HpaBHTCH Hl13bIBaTb HX KpHBblMH.) HH)l{HHH,


PaCnOJIOXeHHaH BblWe, Hl13BaHHaH

+ HaJl02,

JIoro06JIoxeHIDI. B8)l{H0 nOHHTb, 'ITO KPHBaH

S, -

3TO KPHBaH npe.nnoxeHHH rOBjIAHHbI.

3TO Ta xe KPHBaH npe.nnoxeHHH, HO nOCJIe Ha

S + HaJlOe -

3TO npocTO H3Ha'laJIbHaH KPHBaH

npe.nnoxeHHH, nepeMeCTHBWaHCH DepTHKaJIbHO H8 BeJIH'lHHY HaJIOra, KOTOpaH B .llaHHOM


'Iae paBHa

CJIY

1 ,nOJIJl.

IIpH'IHHa, no KOTOpoA KPHQaH npe.nnoxeHHH nepeMemaeTcH BepTHKaJIbHO Ha BeJIH'IHHY


HaJIOra, COCTOHT B CTHMYJIHpOBaHHH nOCTaBmHKOB.

rJIaDe

8H

06'bHCIUlIO, 'ITO Ka)I{,llaH TO'IKa

Ha KPHBOH npe.nnoxeHHH nOKl13bIBaeT MHHHMYM, KOTOpbIA "yxHO 3anJIaTHTb nOCTaBmHKaM


C TeM, 'lT06bI OHH npe,noCTaBHJIH COOTBeTCTBYIOmee KOJIH'IeCTBO npo.nyKTa. HanpHMep,
BaATe nOCMOTPHM Ha TO'IKY

A.

IIoCKOJIbKY TO'IKa

BbI 3HaeTe, 'ITO BaM lfY)I{HO 3anJIaTHTb


npe,nocTaBHJIH Ha PbIHOK

rnaBS

10 MJIH.

5 ,nOJIJl.

,na

pacnOJIOXeHa Ha KPHBOH npe.nnoxeHHH,

3a <PYHT, eCJIH Bbi XOTHTe, 'ITo6bI nOCTaBIIlHKH

<PyHTOB rOBjIAHHbI. IIoxo)I{HM 06p1130M TO'lKa

11. nOlfeMYHOHolllfcrw nlo6.r c.o6oAHwe pWHlCIf,1f KOHlCYpeHQlf1O

rOBOpHT 0

241

TOM, 'ITO BbI ,llOJDKHbI 38lIJIaTKI'b rrOCTaBIllHKaMH


Ha pbIHKe rrOSlBHJIOCL Bcero JIHWL

9 MJIH.

4,5 ,ll0JlJI.

3a <l>YHT, eCJIH BaM XO'leTC.lI, 'IT06h1

<l>YHTOB rOBJI,llHHbI.

ECJIH rrpaBHTeJlLCTBO Ha'lHHaeT BMeWHBaTLCSI H YCTaHaBJIHBaeT HaJIOr B pll3Mepe

1 ,llOJIJI.

3a <l>YHT, 3TO rrOBJlH.lleT Ha pll3Mep BaweR OIIJlaTbI, CTHMYJlHPYIOIlleR nOCTaBIllHKOB. ECJlH BaM
Bce ewe H}')KHO

10 MJIH.

<l>YJiTOB roBJI,llHHbI, BbI ,llOJDKHbI 38lIJIaTKI'b H3Ha'IaJILHoe KOJIH'leCTBO,

rpe6yeMoe ,l\Jl.lI CTHMYJlHP0BaHH.lI rrOCTaBIllHKOB, 'IT06bI OHH rrpe,llOCTaBHJlH BaM 3m KOJIH'lecT


BO roBJI,llHHhI

(5

,llOJlJl. 3a <l>YHT) H ewe ,llOrrOJlHHTeJlbHO ,lleHLfH ,lI)UI OIIJlaTbI HaJIOra, ycTaHOB

JleHHOrO Ha rOBJI,llHHY

(l ,llOJlJl. 3a <l>YHT).

5+ Hanor

6,00
5,50

5,00

4,50

10

MlotJlJllotOHOB cIlYHTOB rOBRAIoIHbI

PHC. 11.8. Hsnor B pa3Mepe 1/J,onn. HB tPYHT rOBRAHHbI nepeMeU/seT

KpHSylO npe.o.nO)l(eHHR BepTHKsnbHo HB 1/J,onn.

rrepeMelll,aeTC.lI Ha BeJlH

B Ha KpHBOR S + HOJIOZ.

no TaXHM )l{e rrpINHHaM

fpa<l>H'IeCKH 3TO 3Ha'lliT, 'ITO TO'IKa AHa KpHBOR rrpe,llJlO)l{eHH.lI


'IHHY B

1 ,ll0JlJl. HaJIOra H

CTaHOBHTCSI TO'lKOil:

E Ha KpHBOR rrpe,llJlO)l{eHH.lI ,llOJl)l{Ha rrepe,llBHHYTLC.lI B TO'll{}' F Ha KPHBOtl: S + HOJIOZ.


3m 3Ha'IHT, 'ITO ec.rm BbI ,llOJl)l{HbI IIJlaTKI'b rrOCTaBllI,HKaMH 4,50 ,llOJlJl. 3a <l>YHT, 'IT06bI CTHMY
JIHpOBaTb HX rrpe,llOCTaBHTb Ha PbIHOK 9 MJIH. cl>YHTOB roBJI,llHHbI rrpH yCJlOBHH, 'ITO 1 ,llOJIJI. 3a
<PYHT ,llO)l)l{eH YX0,llHTb rOCY,llapCTBY B BH,lle HaJIOra, B 06ll1,eM BaM H}')I{HO 3aIIJlaTHTb 5,50 ,ll0JlJl
. 3a <PYHT. HMeHHo 310 H rrpOHCXO,llHT B TO'IKe F.
.
KaJiGJ;aSl TO'IKa Ha KpHBOtl: rrpe.l1JlO)l{eHH.lI S ,llO)l)l{Ha C,llBHraTbC.lI BePrHKaJlbHO TaKHM Ie
06pa30M, KaK H TO'IKH A H E, TaK'ITO KpHBlUl S + HOJIOZ 01P~eT TO, KaK 6Y,lleT BbIrJlJl,lleTL
TO'IKa

KpHBlUl rrpe,llJlO)l{eHH.lI rrOCJle YCTaHoBJIeHH.lI HaJIOra. n03HaKOMHBWHCL C 3THM CMeweHHeM,


BbI roTOBbI K TOMY, 'IT06bI y3HaTb, KaK 3TOT BH,ll HaJIoroo6JIo?KeHH.lI rrpHBO,llHT K He06paTHMbIM
rrorepSlM.

KaK HanorH npH80,QflT KHeo6pSTHMblM nOTepflM


. Ha pHC.

11.9 ,ll06aBJIeHa

KpHBlUl crrpoca,

D,

K pHC.

11.8,

TaK 'ITO MbI MOJKeM BH,lleTL, 'ITO

npoHCXO,llHT C COBOKYJIHbIM. H3JlHWKOM, KOr,lla rocY,llapcTBO ycTaHaBJIHBaeT HaJIor B

1 ,ll0JlJI.

3a

<PYHT roBJl,llHHbI, rrpo~IOllI,etl:c.lI Ha pblHKe.

242

"sen. III.

AflffC/J03ICOHOMIIKS - HSyu 0 no.tA8H1fIf norpe6lmmeM If npewrplfflTlfM

)];0 ycTaHOBJIeHIDI 3TOro HMOra PDlHO'lHoe paBHOBeCHe HaxO,nHJIOCb B TO'IKe


npeJlJIQ)KeHIDI

10

nepeCeKaeT KPHBYJO cnpoca

5 ,nOJIJI.

MJIH. lPYHTOB roBHJlHHbI no ueHe

D.

A,

r,ne KPHBasI

B 3TOit TO'lKe npOH3Bo,nHTeJlH nOCTaBJUUOT

3a lPYHT. COBOKYJlHblit H3JlHWeK B 3~M CJ1Y'Iae

npe,nCTaBJIeH TpeyroJIbHHKOM, 0603Ha'leHHblM TO'IKaMH

C, D

(Ha BepTHKaJIbHoit OCH) H

A.

S + HBIlor

'I

!!ll

6,00

5,50
5,00
4,50

:!

Heo6psTIo1Mble
nOTeplo1 = 500 TblC,

Aonn,

C
9

10

Mlo1nnlo1oHoB (jlYHTOB roBR,QIo1HbI

PHC. 11.9. Heo6psrHMble norepH, Sbl3SSHHble ycr8HosneHHeM HBnOra

HB rOSR/tHHY 8 pa3Mepe 1/tonn,

O,nHaKO nOCJIe yCTaHOBJIeHHH HMora paBHOBeCHe HaxO,nHTCjl B TO'IKe

F,

r,ne KPHBafl

HaJlOZ nepeCeKaeT KPHBYJO cnpoca. B 3Toit TO'lKe ueHa Ha roBMHHy COCTaBJIJleT

lPYHT, H Ha PblHOK nOCTaBJIeHO

MJIH. lPYHTOB roBMHHbI. (nOCTaBJIeHO Bcero

lPYHTOB, nOCKOJlbKY nOCJIe TOro, KaK rocy,napCTBO 3a6pMO CBOit


JlHIlIb

4,50

1 ,nOJIJI.

S+

5,50 ,nOJIJI. 3a
JIHIlIb 9 MJlH.

HMora, OCTaJIOCb

,nOJIJI. ,llJUl CTHMyJIHpOBaHIDI npOH3BO,llHTeJleit. BbI MoxeTe yBH,lleTb 3TO H3 KPH

Bait npeJlJIOXeHIDI: npH TaKOit CYMMe ,neHer 3a lPYHT nOCTaBmHKH XOTfl npe,llJlOXHTb TOJJbKO

9 MJlH.

lPyHTOB.)

IfJ-3a yCTaHOBJIeHHoro rocy,llapcTBOM HMora KOJlH'leCTBO nOCTaBJIeHHoit roBflJlHHbI ynano


C

10

MJlH. lPYHTOB ,ll0

9 MJlH.

lPYHTOB. EOJIee TOro, COBOKYJlHbI:lf H3JlHIlIeK COKpaTHJICSI ,ll0 Tpe

yroJlbHHKa, 0603Ha'leHHoro 6yKBaMH

@j

G, D

F.

BbI MoxeTe cpa3y xe yBH,lleTb, 'ITO 3TOT HOBblit COBOKYITHblH H3JIHIlIeK HaMHoro
MeHbwe cTaporo COBOKYJlHOro H3JlHIlIKa. Ho nepe,ll reM, KaK MbI Ha'lHeM pa3rJIa
rOJlbCTBOBaTb 0 He,llOCTaTKax rocY,llapCTBeHHoit nOJlHTHKH, HaM HYJKHO npHHSlTb BO
BHHMaHHe TOT lPaKT, 'ITO HMorn 6blJ1H c06paHbI. HMorH (BO BCSlKOM CJIyqae TeO
peTHqeCKH) BblrO,llHbI 06mecTBY, TaK 'ITO HaM HYXHo BKJIlOqHTb 3TY CYMMy, KOr,lla
MbI 6Y,lleM nO,llC'IHTblBaTb COBOKYJlHbl:lf H3JIHIlIeK 06mecTBa OT npO,llaxH roBMHHbI
no 3TOit ueHe.

HOBOM COCTOHHHH paBHOBeCHjl B BH,lle HanoroB 6Y,lleT c06paHo

MJlH. ,llOJ1Jl., nOCKOJlbKY

HaJlOroM B pa3Mepe

1 ,llOJIJI.

MJlH. lPYHTOB npO,llaHHOH roBMHHbI 6y,llyr 06J10XeHbI

3a lPyHT.

MJlH. ,llOJIJI. B BH,lle HaJlOroBblX C60POB npe,llCTaBJIeHbI rpalPH'IeCKH napaJIJleJIorpaMMOM,

0603HaqeHHblM 6yKBaMH

rnaaa

C, G, F

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JIaeT Ha3Ha'lHTb B COOTBeTCTBHH C KPHBOA cnpoca Ha CBoA npo,IJyKT.

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Ha

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n03TOMY nepBhIA

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6y~eT B,lI;BOe KPyqe, qeM KPHBOA cnpoca, a 3TO 3HaqHT, 'ITO C YBeJIHqeHHeM o61.eMa

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MOXeT 6hITh Ha3HaqeHa npH KIDK,ZJ;OM OT,neJIbHOM 06'beMe BbInyCKa.

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xe TO'IKe, 'ITO 1'1 ICpHBaH cnpoca, HO ee HaKJIOH B,llooe KPyqe. OHa nepeCeKaeT ropH30HTaJIb

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rn888 12. MOHonon""

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r

Ii

TIpH'IHHa TOro, 'ITO npe.IIeJIbHhIA .lIOXO.II npO.IIonxaeT COKPaw;aTbCJl H .lIalKe CTaHOBHTCJl 0TPHuaTeJIbHhIM, 3aKJ1IO'IeHa B TOM, 'ITO KP.HBaJI cnpoca CHH)l{aeTCJl. 3'1'0

3HatIHT, 'ITO e,lJ,HHCTBeHHhIA cnoc06 JaCTaBHTb JIIO.lIeA nOKYJlaTb 60JIbWe B8.WHX TOBapOB, -

3TO npe,lIJlO)l{HTb HM 60JIee HH3KYJO ueJiy Ha CBoA npo.IIYKT. BaM HYJKHo

npe.lIJlO)l{HTb HM 60JIee HH3KYJO ueHY He TOJIbKO Ha .ll,onOJIHHTeJIbHO npOH3Be,lJ,eH


HhIe TOBaphI, HO Ha H Ha Bee paHee B&myIIleHHltIe.

Lij)ymMH CJ10BaMH, eCJ1H MOHOnOJIHCT XOtIeT np0.IIaTb TO.1II>KO 0.IIHY e)lHH~ (CM. TO'IKY A),
OH CMO)l{eT nOJIY'lHTb 3a Hee 9 .lIOM. Ho eCJ1H MOHOnOJIHCT XOtIeT npo.IIaTb ,lIBe e,lJ,HHHUbI (CM.
TO'IKY

B),

OH ,lJ,OJ1)KeH CHH3HTb ueHy .lIO

8 ,lJ,OM.

3a e.IIHHHUY Ha

o6e e,lJ,HHHUbI:

.lJ,J1Jl nepBoA U

.lJ,J1Jl BTOpoA.

TIOCKOJIbKY COBOKYOHbIA ,lJ,OXO,lJ, paBeH ueHe, YMHO)l{eHHOA Ha KOJIlAecTBO

(TR = p

q),

abI

MO)l{eTe BH,lIeTb, 'ITO MOHOnOJIHCT CT8JIKHBaeTCJl C np06JIeMOA BbI60pa, KOr,lJ,a OH }'BeJIH'IHBaeT


npOH3BO.IICTBO H onyCKaeTCJl BHH3 no KPHBoA cnpoca. Kor.a.a OH npOH3BO,lJ,HT 60J1bwe,

q 06Jl

TR, 6Y.IIeT JaBHCeTb OT TOro,


COKPaTHTCJl p (BJIHJlHHe ueHbI).

JaTeJIbHO nOBbIWaeTCJl, HO p ,lJ,OJDKHO ynacTb: qTO npoHCXO,lJ,HT C


yBeJIHqHTCJl JIH

q (BJIHJlHHe npo,lIYK'fa) 60JIbWe,

qeM

BbI MO)l{eTe BH,lIeTb H3 Ta6JI. 12.1, 'ITO KOr,lJ,a MOHOnOJIHJl YBeJIH'lHBaeT npoH3BO,lJ,CTBO no
cpe.IICTBOM qeTbIpex nepBbIX e,lJ,HHHU, COBOKYIIHbIA ,lJ,OXO.II np0,lJ,onxaeT paCTH -

3TO 3HatIHT,

'ITO BbIHrpbIW OT npO.IIalKH 6oJIbwero KOJIlAeCTBa e,lJ,HHHU 60JIee qeM KOMneHcHpyeT OTPHua

258

'IBen

III.

MHKPoalCOHOMHICB - HBYlCB 0 no.e,qSHHH no7p86KreneR.H nP8AlJP".ntR

TeJIbHhI~ 3$$eKT nonyqeHWI MeHbwero KOJIHqeCTBa .n;eHer 3a e)lHHHuy npO.D;yKTa. npH npo
.n;YKTe H3 mlTH e.n;HHHU .n;Ba BhIWeyKaJaHHhIX $aKTOpa B3aHMHO nOraWalOT .n;pyr .n;pyra.

A D,lUI

KOJIH'IeCTBa npo.n;YJ(Ta 60JIbWe mlTH e.n;HHHU COBOKYnHhI~ .n;oxo.n; 6y.n;eT nMaTb, nOCKOJIbKY
otpHuaTeJIbHOe BJIWlHHe MeHbwero KOJIH'IeCTBa .n;eHer, nonyqeHHhIx 3a e.n;HHHuy npo.n;YKTa,
npeBocxo.n;HT nOJIO}l{HTeJIbHoe BJIWlHHe npo.n;ax<H 6oJIbwero KOJIH'IeCTBa e.n;HHHU.
nOCKOJIbKY npe.n;eJIbHhI~ .n;OXO.n; c006maeT BaM, HaCKOJIbKO H3MeHHTCH COBOKYDHhI~

TR COnpOBO:lK,lJ;aeTCH H3MeHeHHeM
MR. ECJIH BhI nOCMOTPHTe Ha pHC. 12.1, TO CMO:lKeTe YBH.D;eTb, 'ITO MR Bcer.n;a CHH:lKa
eTCH. 3To npoHcxo.n;HT nOTOMY, 'ITO OTPHuaTeJIbHhI~ 3$$eKT n0JIY'IeHWI MeHbwero

.n;OXO.n; npH YBeJIH'IeHHH npo.D;yKTa, H3MeHeHHe

KOJIH'IeCTBa .n;eHer ja e)lHH~ npOH3Be.n;eHHO~npo,llyKUHH CTaHOBHTCH Bee CHJIbHee .'


H CHJIbHee nOJIO:lKHTeJIbHoro 3<PcPeKTa npo.n;1l:lKH 6OJIbwero KOJIH'IeCTBa e)lHHHU.

KaK H

(i)

no.n;qepKHBaJI paHee B 3TO~ maBe, D,lUI KPHBhIX cnpoca B BH.D;e npHMhIX JIH

HH~, no.n;06HO TO~, KOTOPYlO PhI BH.D;HTe Ha pHC.

12.1,

KPHBag

MR -

310 npHMag

JIHHHH, KOTOpag B.n;Boe Kpyqe KPHBO~ cnpoca. ECJIH BhI yBJIeKaeTeCb BhIt.IHCJIe
HHHMH, TO CMO:lKeTe no.n;TBep.n;HTb, 'ITO KPHBag

MR

CHH:lKaeTCH B.n;Boe 6hICtpee,

qeM KpHBag cnpoca. Y'IHThIBag, 'ITO ypaBHeHHe KPHBO~ cnpoca, nOKa3aHHO~ Ha

12.1, P = 10- q, no.n;CTaBbTe 310 BhIpaxeHHe B ypaBHeHHe COBOKYDHOrO .n;o


TR = p x q, a 3areM B03bMHre nepBYlO npoH3BO.D;HYJO no OTHoweHHIO K npo
.nYKTY, q. nOCKOJIbKY npe.n;eJIbHhI~.n;OXO.n; COCTaBJllleT dTRjdq, BhI 06HapY:lKHTe, 'ITO
pHC.

xo.n;a,

MR = 10- 2q,

310 03HaqaeT, 'ITO

MR nepeceKaeT BepTHKaJIbHYJO OCb B TO~:lKe

TOq

Ke, 'ITO H KPHBag cnpoca, HO HaKJIOHeHa OHa B .n;Ba pa3a Kpyqe.


Tenepb, Kor.n;a BhI paCCMOtpeJIH KPHBYlO npe.n;eJIbHOrO .n;oxo.n;a $HpMhI-MOHOnOJIHCTa, BhI
MO:lKere coe.n;HHHTb 3TY KPHBYlO C KPHBO~ npe.n;eJIbHhIX H3.D;ep:lKeK D,lUI HaxO:lK,lJ;eHWI TOro ypOB
HH npO.D;YKTa, npH KOTOpOM MOHOnOJIWI MO:lKeT MaKCHMH3HpOBaTb npH6hIJIb.

$I

c06HpalOCb

npo.n;eMOHCtpHpOBaTb BaM, 'ITO 3TOT ypOBeHb MeHbwe TOro, KOTOPhI~ BhI6HpaeT D,lUI ce6H
KOHKYPHpYlOmag $HpMa, -

TaKoe nOBe.n;eHHe Bpe.n;HT 06meCTBY, H pa3Mep ymep6a MO:lKHO

H3MepHTb C nOMOmblO MeTO.n;a H3MepeHWI He06paTHMhIX nOTepb, KOTOPhI~ .n;eTaJIbHO 06'bHC


HHeTCH B maDe

11.

Bbl60p 06'beM8 npOM3BOACTB8 AnA M8KCMMM38LU1M npM6blnM

I?

Kor.n;a pe'Ib, H.D;eT 0 3atpaTax Ha npOH3BO.n;CTBO npo.n;YKTa, MOHOnOJIHH HH'IeM He


OTJIHlJaeTCH OT

KOHKYPHPYlOlUe~

lPHpMhI. KaK H KOHKYPHPYlOlUWI lPHpMa, MOHO

nOJIWI HMeeT lPHKCHpOBaHHhIe H3,llep:lKKH, nepeMeHHhIe


H3,llep:lKKH (CM. rJIaBy

10).

H3,llep~ H

HaH60JIee BWKHO TO, 'ITO 3TH H3.n;ep:lKKH

npe.n;eJIbHhIe

!rem ce6H O.n;H

HaKOBO, 6e30THOCHTeJIbHO TOro, KOHKYPHPYlOlUWI 3TO lPHpMa HJIH lPHpMa-MOHO


nOJIHCT. 31'0 03Ha'IaeT, 'ITO BhI MO:lKeTe HCnOJIb30BaTb H3.n;ep:lKKH C reM, 'IT06hI npo
aHaJIH3HpOBaTb npouecc npHHHTWI peweHH~ MOHOnOJIHe~ -

TOqHO TaK :lKe, KaK

BhI HCnOJIb30BaJIH HX D,lUI aHaJIH3a npouecca npHHHTWI peweHH~ KOHKYPHpYlOmH


MH lPHPMaMH.
O.n;HaKO OCHOBHoe OTJIH'IHe Me:lK,lJ;y KOHKYPHPYlOme~ lPHPMO~ H MOHOnOJIHe~ 3aKJIlOqeHO
B TOM, 'ITO MOHOnOJIWI'HMeeT .n;eJIO CO CHH:lKalOme~CH KPHBO~ npe.n;eJIbHoro .n;oxo.n;a.

Ii H xoqy

ce~qac npo.n;eMOHCtpHpOBaTb, 'ITO HMeHHO 3TOT lPaKTOp 3aCTaBJIjIeT MOHOnOJIHIO, CtpeMH

WYlOCH MaKCHMH3HpOBaTb npH6hIJIb, npOH3Bo.n;lffb MeHbwe npo.n;YKTa, qeM KOHKYpHPYlOIUYJO


lPHPMY, HMelOWYlO aHaJIOrHqHYIO ueJIb.

rnB8S 12. MOHononlflf...

259

06eCne.,eHHe MR =Me,lUrfi MOHononHH


MOHOnOJlH$I HaMepeBaeTC$I MaKCHMH3HpOBaTb npH6bUIb 60JlbrneH qaCTblO TaK xe, KaK H
KOHKYPHpyJ<>IU3$l <l>HpMa.

):(mI

12.2, Ha
(A1L) H npe,n:eJlbHhIX H3,lJ.epxeK
(D) H npe,n:eJIbHoro ,n:oxo,n:a (MR)

TOro qT06b1 yBH,lleTb 3TO, ,n:aBaHTe nOCMOTPHM lia pHC.

KOTOpOM HaqepqeHbI KpHBble Cpe,n:HHX COBOKYJIHbIX H3,n:epxeK

(MC)

MOHOnOJIHH Ha TOM )I(e rpa<l>HKe, qro H KpHBble cnpoca

MOHOnOJIHH.

Me

o
KOmt'leCTBO

MR
PHC.

12.2.

06beM npoH3BoACTB8 MOHonORHH COOTBeTcTsyeT TO'IKe


nepece'leHHfI KpHBbIX

K.aK 06'MICH$!eTC$I

B maBe

10, .D:JI$I K3)((.lJ:oro

Me H MR

YPOBH$! npO.n:yKTa,

q,

KI>HBlUI

A1t:' nOKa3bIBaeT

Cpe.D:HHe COBOKYJIHble H3,lJ.epXKH B pacqeTe Ha e,n:HHHUY npo,ZJyKUHH npH npOH3BO,n:CTBe

q e,n:H

HHU. 3Ta KPHB3$! U-06pa3H3$I, nOTOMY ~O Cpe.D:HHe COBOKYJIHble H3,lJ.epXKH CHaqaJIa CHIOKll
IOTCR H3-3a YBeJluqeHIDI OT,n:aqH, a 3aTeM B03paCTalOT -

no npuqHHe YMeHbilieHIDI OT,n:aqH.

KPHB3$! npe,n:eJlbHbIX H3,lJ.epxeK OTo6paxaeTcTOHMOCTb npOH3Bo,n:CTBa eme o,n:HoA e,n:HHHUbI


npO.n:yKTa; T.e. nOKa3blBaeT, HaCKOJIbKO B03pacTYT COBOKYJIHble H3,lJ.epXKH npH yseJlHqeHHH
BblnyCKa Ha O.D:HY e,n:HHHIJ.Y.

KaK

nOKa3aHO Ha pHC.

12.2,

CHMH3HpYIOmero npH6bUIb,

Me.

KaK H B

OnTHMaJIbHblH ypoBeHb npo.n:yKTa MOHOnOJlHCTa, MaK

if",

COOTBeTcTByeT TOqKe nepeCeqeHIDI KPHBhIX

MR

c~ae C KOHKYPHPYIOmeH q)HPMOH, perneHHe npoH3BO,n:HTb Ha TOM

ypoBHe, r,n:e npe,n:eJIbHblH ,n:OXO,n: paBeH npe,n:eJlbHbIM H3,lJ.ep)I(KaM

(MR

MC),

TaK

)I(e MaKCHMH3HpyeT npH6bUIb HJIH MHHHMH3HpyeT y6bITKH, B 3aBHCHMOCTH OT TOro,


6y,n:eT JlH cnpOC Ha npo.n:yKT <l>HpMbl ,n:OCTaTOqHO BeJIHK .D:JI$I TOro, qT06b1 OHa Moma

n~aTb npH6bUIb (CM. maBy


QT06b1 y6e,n:HTbC$I B TOM, qTO
o6DeMa npOH3Bo,n:CTBa,

260

qL

qH,

10).

qm ---.:. OmHMaJIbHOe
L 3Ha~ HH3KHA,

r,n:e

KOJlHqeCTBO, paCCMOTPHM ,n:Ba pa3HblX


a

H-

BblCOKHA.

"IBCTb III. M"Kpo3KOHOM..KB - HBYKB 0 nose,qeH.... norpe6trreneR .. npe.qnp"JlTJfR


ff

./ HH30H OOI.eM 1IpOII3~CTBll.

qL BbI MOlKere nO.nIDITbCJI


MR npH 9TOM ypoBHe npO,l{yK.Ta npe
BbI npoH3Be,ll;ere H npo,ll;a.nHTe 3TY e,ll;HHH

ITPH ypoBHe npom'KTIl

BePTlUCaJlbHO BaepX, lJT06bI }'BH)J;eTb, 'ITO


BbIWaeT

uy.

MC;

31'0 3HaQHT, 'ITO eCJIH

OHa npHHeCeT 60JIbwe ,lI;OXO.na, qeM 6hIJlo narpaqeHO Ha ee npOH3BO,ll;CTBO

.SICHO, 'ITO 9TO nO,ll;XO,ll;JIWaJI.LlIDI npoH3BO,lI;CTBll e,ll;HHHIJ;a. ITOCKOJIbKY noxoXGUI:


CBJI3b cnpaBe,ll;JlIma .LlIDI BCeX ypOBHeii: npom'KTIl, Kotopble MeHbWe

f/",

MOHO

nOJIHCT ,lI;OJDKeH npO,ll;OJDKaTh yaeJI~HBaTh 06'beM npOH3BO,ll;HMOro npO,l{yK.Ta


,lI;0 rex nop, nQKa OH He ,lI;OCTHrneT

./ BWCOoH oObeM upoII3BO,.I:'IBll. C


H3BO,lI;HTb npo.nyKT 60JIbwe
XO,ll;HT,

f/".

.npyroii: cropoHbI, MOHOnOJIHCTbI He XOTJIT

npo

f/".,[(.Jrn TOro 'IT06bI nOHJITh, noqeMY 3TO TaK npoHC

.u.aaaii:Te HCCJIe.nyeMypoBeHb npo.nyKTa qU.

ITPH 9TOM ypoBHe npo.nyna

npe,ll;eJIbHhIe H3,lI;ep)J{l(H HaMHOro BbIwe, qeM npe,ll;eJIbHbIii: ,lI;OXO,ll;, liTO 03HallaeT:

eCJIH BbI npoH3Be,ll;ere

3TY e,ll;HHHU)' npom'KTIl,

TO CTOHMOCTb ee npOH3BO,lI;CTBa

npeBhlCHT KOJIH'IeCTBO ,lI;eHer, KOTOpoe BbI CMoxere nOJIy'lHTh npH ee npO,ll;IDKe.

):Q>yrHMH

CJIOBaMH, eCJIH BbI npoH3Be,ll;ere

3TY e,ll;HHHuy'

TO norepJIere ,lI;eHbrn.

HTaK, KaK BIlllHO H3 BbIWeH3JI0XeHHoro, MOHOnOJIHCTbI XOTJIT npOH3BO,ll;HTb TOtIHO


e,ll;HHHU;, nOCKOJlbKY .LlIDI BCex e,ll;HHHIJ; MeHbwe

qm

f/" npe,ll;eJIbHblii: ,lI;OXO,ll; npeBhlwaeT"npe,ll;eJIbHble

H3,lI;epXKH, 'ITO 3HatIHT: npO,ll;aB :n'H e,ll;HHHI.J;bI, BbI nOJIY'lHTe 60JIbwe ,lI;eHer, lIeM narpaTHJIH Ha
HX npoH3BO,llCTBO.

YcrsHosneHlfe l.4eHW
):(mI TOro tIT06h1 onpe,ll;eJIHTh u;eHY KaX,lI;oii: e,ll;HHHI.J;bI npO,ZIyKTa, BOCnOJIb3y1freCb KpHBOii:
cnpoca. J],BHraATecb BePTHKaJIbHO BBepx OT ypOBHJI npo.nyKTa MaKCHMH3HPYlOmero npH6hIJlb
MOHOnOJIHCTa,ll;O KPHBOii: cnpoca, a 3areM nepeMeCTHTeCb BJIeBO. Ha pHC.
,neTh, 'ITO Ha ypOBHe npO,ZIyKTa

f/"

MOHOnOJIHCT MoxeT Ha3HatIHTh u;elfY

12.2 BM Moxere

BH

JI".

Ol.4eHKB nplf6wnlf, nonr.seAfOii AfOHOnOnlfeii


Ha pHC.

12.2

npH6hIJlb, KOTOPYIO nOJIY'laeT 4lHpMa-MOHOnOJIHCT, nOKa3aHa 3areHeHHbIM

npJIMoyroJIbHHKOM, 0603HatIeHHhIM TOtIKaMH

A, JI", C H B.

KaK 06bHCHJIeTCH B maBe

10,

Ta

KHe npHMoyrOJIbHHKH npH6h1J1H' B03HHKaJOT npH cpaBHeHHH,lI;Byx npJIMOyrOJIbHHKOB, KOTO


pble 03HatIaJOT, COOTBeTCTBeHHO, COBOKYIIHhIA ,lI;OXO,ll; H COBOKYIIHbIe H3,lI;ep)J{l(H.

@5

OCHOBHaJI npeMY.npOCTh, KOTOPYIO HYXHO nOMHHTb, 3aKJIIOtIaeTCH B TOM, 'ITO llJIO


ma.nb npHMoyrOJIbHHKa onpe,ll;eJIHeTCH KaK npoH3Be,ll;eHHe ero ,lI;JlHHbI Ha IIIHpHIfY.

):(mI MOHOnOJIHCTa, MaKCHMH3HPYIOmero npH6hIJlb nyreM npoH3BO,ll;CTBa f/" e,ll;HHHU;


H npo,ll;axH HX no u;eHe
Ha lCOJI~eCTBO (TR =

JI" ,lI;OJIJIapoB, COBOKYIIHbIii: ,lI;OXO,ll; - :no u;eHa, YMHOxeHHaJI


JI" x qm). CJIe,ll;OBareJIbHO, COBOKYIIHbIii: ,lI;OXO,ll; - 3TO llJIO

ma.nb npHMoyroJlbHHKa, ,lI;JlHHa KOTOPOro paBHa u;eHe, a wHpHHa paBHa KOJIHlIeCT


By.3HatIHT,

TR -

3TO llJIOma.nb npJIMoyroJIbHHKa, 0603HatIeHHoro TOtIKaMH

0, pm,

C H f/".
BbI Moxere nocTPOHTb npJIMOyrOJIbHHK COBOKYIIHhIX H3,lI;epXeK, eCJIH BHatIaJIe npe,ll;CTaBH
re ce6e, 'ITO COBOJCYllHbIe H3,lI;epXKH -

3TO TOxe npoH3Be,ll;eHHe Cpe,ll;HHX H3,lI;epXeK B paCtIere

Ha e,ll;HHHU}' npo,ZIyKTa H KO~eCTBll e)l;HHHU;. ECJIH BbI nO,ll;HHMereCb BepTHKaJIbHO BBepx OT


"TOtIKH

qm ,lI;0 nepecetIeHHJI C KPHBOA An::,

,lI;0 TOtIKH

rnBSS

TO nOJIY'lHTe TOtIKY

B.

BePTHKaJIbHOe paccToHHHe

B ,lI;aeT cpe,ll;HHe H3,lI;epXKH B paCtIere Ha e,ll;HHHIJ;y npO,ZIyKTa npH npoH3BO,lI;CTBe npo

12. MOHononMM...

261

,lIjIKTa

t:/".

HTaK, eCJIH BbI YMHOXHTe 3TH H3Jl:epJKKH Ha KOJIWiecTBO npo,!JYKTll

t:/",

TO nOJIyllHTe

COBOKYIIHbIe H3Jl:epJKKH. feOMeTPWieCKH 3TO 3HaqHT, qTO COBOKYJIHbIe H3Jl:epJKKH BbIpaxeHbI


IIpRMOyrOJIbHHKOM, 0603HaqeHHOM TOqKaMH
Ha pHC.

12.2

0, A, B

t:/".

npRMoyrOJIbHHK COBOKYJIHoro .noxo.na

yrOJIbHHK COBOKYJIHbIX H3.nepxeK

(0, A, B, t:/"),

(0, pm, C, t:/")

qTO 03HaqaeT -

60JIbllIe, qeM npRMO

MOHOnOJIIDI 3apa6aTbIBaeT

npH6bIJIb. 3Ta npH6bIJIb nOKa3aHa B BH)l;e 3aTeHeHHoro npRMoyrOJIbHHKa, 0603HaQeHHoro"


TO'IKaMH

A, p"', C H B,

QTO npe.nCTaBJIReT Pa3HHU}' B nJIOW;a.nu npRMoyroJIbHHKa COBOKYJIHOro

)l;OXO)l;a H COBOKYJIHbIX H3Jl:epxeK.

MOHononHfI He rapaHTHpyeT npH6wnIJHOCTH


*JtWlr

Ji~..
../ TOJIbKO TO, QTO lPHpMa HMeeT MOHonOJIHIO, eme He 3HaQHT, QTO eH rapaHTHpOBaHa

i( ,.
~.

npH6bIJIb. ECJIH cnpoc CJIHllIKOM MaJI, ueHbI 6y.nyr CJIHllIKOM HH3KHMK ,llJllI TOro,
qroGbI nORBHJIaCb

B03MOiKHOCT~ XOTb qro-TO 3apa6o'raTb.

AJBI TOro QT06bI YBH)l;eTb 3TO, nocMoTPHTe Ha pHC.


OlleHb MaJIeHbKHM cnpocOM. HOBaR KpHBaR cnpoca,
)l;eJIbHoro )l;oxo)l;a,

Db

12.3,

oT06paxaIOW;HH CHTYaUHIO C

CBlI3aHa C 60JIee HH3KOH KpHBOH npe

MR}.

ATC

KOI1H'lBCTBO

MR1
PHC.

12.3.

KorA8 cnpoc CflHWKOM Man, MOHonOflHR TepnHT y6b1TKH.

5b1Tb MOHonOflHCTOMHe 03H8'18eT nOflY'/8Tb npH6b1flb


MOHOnOJIIDI CHOBa 06eCneQHBaeT paBeHCTBO npe)l;eJIbHoro )l;OXO)l;a H npe.neJIbHbIX H3Jl:ep
xeK, QT06bI onpe.neJIHTb OnTHMaJIbHbIH ypOBeHb' npo.nYKTIl,

t:/"}.

Ho no npHQHHe HH3KOro

cnpoca MOHOnOJIIDI TepnHT y6bITKH, paBHbIe nJIOW;a.nu 3aTeHeHHoro npRMoyroJIbHHKa.


O)l;HHM H3 cnoc060B YBH)l;eTb, QTO 3aTeHeHHblH npRMoyroJIbHHK .naeT y6bITOK, eCTb cpaB
HeHHe npSIMoyrOJIbHHKa COBOKYJIHOro )l;OXO)l;a C npSIMoyroJIbHHKOM COBOKYJIHbIX H3Jl:epXeK,
KaK 3TO c.neJIaHO Ha pHC.

12.2 B npe)l;bmyw;eM pa3Jl:eJIe. B 3TOM

CJIY'Iae pa3MepbI npRMOyroJIb

HHKa 06W;HX H3)l;epXeK npeBbIllIaIOT pa3MepbI npHMoyrOJIbHHKa COBOKYJIHOro .nOXO)l;a Ha Be- .


JIH'iHHY 3aTeHeHHoro IIpRMOyroJIbHHKa.

262

lisen. III.

MHKp03KOHOMHKS - HBYKB 0 nose,qeHHH norpe6HTeneR H npe,qnPffRTHR

@)

)],pyrOH cnoc06 nOHWfb, OTKYAa nOSlBJUlIOTCSI yfibITKH, 3aKJIIO'IaeTCSI B CpaBHeHHH


CpeAHHX COBOKYJIHhIX H3Aep)l{eK Ha eAHHHUY npOAYKTa, npOH3BeAeHHoro MOHOnO
JIHeH, C I.J,eHOH eAHHHI.J,bI npoAYJ(Ta, KOTOPYIO MOHOnOJIHSI nOJIY'laeT npH npOH3BOA

q'" l' Ha 3TOM ypOBHe npoAYJ(Ta OnpeAeJUleM


p'" 10 Ha'lHHasI C TO'IKH q'" 1 Ha roPH30HTaJIbHOH OCH, a 3a

CTBe H npOAa)I{e npoAYJ(Ta Ha ypOBHe


I.J,eHY eAHHHI.J,bI npoAYJ(Ta,

TeM nOAHHMasICbBepTHK3JThHO K KPlIBOH cnpoca. KaK BRAHM, 'lT06bI AOCTH'lb KPH


BOH

A1C,

1fY)I{H0 nOAHwrbCSI Aa)I{e BbIllIe KPHBOH cnpoca, 'ITO 03Ha'laeT, 'ITO CpeA

HHe COBOKYJIHbIe H3Aep)l{IQ{ Ha eAHHHUY npoAYJ(Ta npH npOH3BOACTBe

qm 1 eAHHHI.J,

npeBbIllIalOT I.J,eHY eAHHHI.J,bI npoAYJ(Ta, KOTOPYIO MbI nOJIY'lHM npH npOAa)I{e 3TRX
eAHHHI.J,. 1f3 3TOro CJIe.llYeT, 'ITO qmpMa nOTepSleT AeHbfH, eCJIH 6YAeT npOH3BOARTh
Ha ypOBHe npoAYJ(Ta
KaK nOKa3aHO B maae

10,

q'" l'

qmpMa B 3TOH CHTYaI.J,HH He MO)l{eT HH'lero R3MeHHTb K JIY'lllIe

My. 3TO 3Ha'lHT, 'ITO BCSlKHH APyrOH ypOBeHb npoAyKTa, KpOMe

qm 10

6YAeT npH'lHHWfb Aa)I{e

60JIbllIHH YIIIep6 npeAnpHSlTHIO. ECJIH MOHOnOJIHSI He CMO)l{eT HaHTH cnoc06 COKPaTHTb 3a


TPaTbI Ha npoH3BOACTBO IDIH YBeJIH'IH;b cnpoc, OHa BCKope CTaHeT 6aHKPOTOM.
II03TOMY nOMHHTe, 'ITO Aa)I{e eCJIH BbI 6YAeTe eAHHCTBeHHbIM npOAaBI.J,OM B OTPaCJIR, HH3
KHH cnpoc MO)l{eT 03Ha'laTb, 'ITO BbI He CMO)l{eTe nOKPbITb c06CTBeHHbIe npOH3BOACTBeHHbIe
paCXOAbI H nOJIY'lHTb npH6bmb.

Cjta6'HeJttte ~O/tOIttU.UU
C KO/tK'IjtU/UlIOIltl,IUI,U rpU/tJI-aJi,U
)],0 CHX nop B 3TOH fJIaBe MbI RCC.IleAOBaJIH nOBeAeHHe MOHOnOJIHH C I.J,eJIblO MaKCHMR
3aI.J,HH npH6bIJIH. Tenepb SI xO'ly CpaBHHTb MOHOnOJIHIO, MaKCHMH3HPYIOII.J,YIO npH6bmb, C
KOHKYPHpYIOII.J,eH qmpMoH, MaKCHMH3HPYIOII.J,eH npH6bIJIb. 3TO cpaBHeHRe nOJIY'laeTCH He B
nOJIb3Y MOHOnOJIHH, nOTOMY 'ITO, KaK SI 06'bSlCHSlIO B maBe

11,

KOHKYPHpYIOII.J,He qlHpMbI npo

H3BOAAT COI.J,HaJIbHO OnTHMaJIbHbIe ypoBHH npoAYJ(Ta. IIoCKOJIbKY MOHonoJiHH BcefAa pellIa


lOT npOH3BOAHTb MeHbllIe, 'IeM KOHKYPHpYIOII.J,He qmpMbI, HX ypOBHH npoAYJ(Ta 6YAYT BcefAa
MeHbllIHMH, 'IeM COI.J,HaJIbHO OnTHMaJIbHbIe.

AHanM3 ypoBHeA npoAyKTa Mu,eH


MOHOnOJIHH npOH3BOAAT MeHbllIe, 'IeM KOHKYPHpYIOII.J,He qmpMbI nOToMy, qTO OHR RMe
lOT pa3HbIe KpHBbIe npeAeJIbHoro AOXOAa. KaK H npoAeMoHcTPHpOBaJI paHee B 3TOH fJIaBe, y
MOHOnOJIHH KpHBbIe npeAeJIbHOfO AOXOAa RAYT BHH3.

KOHKYPHPYIOIIIHX (lmpM, HanponlB,

Ha6JIlOAalOTCSI roPH30HTaJIbHbIe KpHBbIe npeAeJIbHoro AOXOAa.


BbI MO)l{eTe YBRAeTb 3TO Ha pHC.
npeAeJIbHoro AoxOAa MOHOnOJIHH,
KOHKYPHPYIOII.J,eH qmpMbI,
KYJIHhIX H3.nep)l{eK,
PHC.

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12.4,

MRm,

fAe H Haqepnm nJIaBHO CHH)I{alOII.J,yIOCH KpHBYIO

H ropH30HTaJIbHyIO KPHBYIO npeAeJIbHOfO .noxo.na

Ha 3TOM )I{e rpaqlHKe pacnOJIO)l{eHa H KPHBaSI cpe.nHHX COBO

H KPHBaSI npe.neJIbHhIX' H3Aep)l{eK,

MC.

npe.nnOJIaraeT, qTO KOflKYPHPYIOII.J,asI qmpMa H MOHOnOJIHSI HMelOT o.nHHaKOBYIO

CTPYKTYPY 3aTPaT, n03TOMY SI H306pa3HJI Bcero o.nHY KPHByIO

MC H

0.ll.HY

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IIpe.nnoJIo)I{HB,

'ITO 06e qmpMbI HMelOT OAHHaKOBYIO CTPYKTYPY 3aTPaT, SI MOry YBRAeTb, KaK xapaKTep KPHBOH
npe.neJIbHoro .noxo.na onpe.neJUleT npHHSlTHe pellIeHHSI no nOB0.llY o60eMa BbInyCKa Ka)I{,lI,OH OT
.neJIbHOH qlHpMOH.

ma88 12. MOHononHH...

263

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MRm
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3aTpaT, MOHonollHR npOH3s0ltHT MeHbwe, '4TO npHsQQHT K Heo6paTHMblM nOTepRM

MBKCJfMJf3BLlJfll npJf6",nJf /VIR KBJK,qOii cPJfPftf",


KaK H 06'bHCIDIIO B rJIaBe 11, KpHBlUI rrpeJJ;eJIbHoro JJ;oxoJJ;a )J)UI KOHKypHpyIOlIJ,eH PHPMbI,

M~, HBJUleTCH roPH30HTllJIbHOH JIHHHeH, COOTBeTCTByJOIIJ;eHpbIHOqHOH u.eHe, pC.


BHTeJIbHO TaK, rrOCKOJIbKY KOHKypHPyJOmaH pHpMa OHa He MoxeT BJIIDITb Ha PbIHOqHyJO u.eH)'.

3To JJ;eHcT

HaCTOJIbKO MllJIaH qaCTb OTpaCJIH, qTO

B pe3YJIbTaTe

OHa MoxeT rrp0JJ;aTb TaK MHOro HJIH

TaX MllJIO eJJ;HHHu., KaK rrOXeJIaeT, rro u.eHe pC, a 3TO 3HaQHT, ~O rrpeJJ;eJIbHbIH JJ;OXOJJ;, KOTOPbIH

OHa

nO~HT 3a

:IGl)[(,lI;yIO BbI6paHHyJO elO )J)UI rrpOH3BOJJ;CTBa eJJ;HIIHU,y rrpoJJ;YKTa, COCTaBHT pC.

KaK rrOKa3aHO Ha pHc.12.4, )J)UI KOHKypHpyJOIIJ;eit pHPMbI

M~ =pC.

DOJIee TOro, B rJIaBe 11 rrOKa3bIBaeTCH, ~o pbIHO'IHbIe CHJIbI KOppeKTHpyJOT rrpeMoxeHHe


H crrpoc JJ;O Tex rrop, rr'OKa PbIHOqHaH u.eHa He 6YJJ;eT paBHa MHHHMaJIbHbIM CpeJJ;HHM COBO
KYIIHbIM H3,lI,epXKaM, rrpH KOTOpbIX pHpMa MOXeT rrpoH3BOJJ;HTb rrpoJJ;YKT. feOMeTPH'leCKH 3m
3HaqHT, qro roPH30HTaJIbHaH JIHHHH

M~ = pC COrrpHKaCaeTCH

C HHXHeit TOqKOit

U -06Pa3HOit

KpHBOHA1C.
KaK H rrOJJ;qepKHyJI paHee B 3TOH maBe, MOHOrrOJIHH H KOHKypHpyJOIIJ;He PHP
,MbI CJIeJJ;yJOT OJJ;HHaKOBbIM rrpaBH1IaM MaKcHMH3au.HH rrpH6b1JIH: OHH o6e rrpo
H3BOJJ;HT rrpo.nYKT Ha TOM ypOBHe, rJJ;e HX KPHBaH rrpeJJ;eJIbHoit rrpH6bIJIH rrepece~
KaeT KPHByJO HX rrpe.neJIbHbIX 3aTPaT. Ho rrOCKOJIbKY OHH HMeIOT pa3HbIe KPHBbIe
rrpeJJ;eJIbHoro JJ;oxoJJ;a (CM. pHC. 12.4), OHH rrpOH3BOJJ;HT pa3Hble 06'beMbI BblrryCKa.
KORKypHPyJOIIJ;aH pHpMa rrpoH3BOJJ;HT

264

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nOlfeMY MOHOnOn.... npO..38o,q_r MeHIJWe npo,QYlCTa


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3To

rrpoHCXO.n;HT H3-:3a TOro, 'ITO

Ha 6ecnoKoHTbCH 0

COKp~eHHH

KOHKYPHPYJO~a5I<l>HPMa He .n;OJDl{

CBOHX .n;OXO.n;OB Ha e.n;HHHllY rrpo.n;yKTa, eCllH OHa

}'BeJIH'lHT rrpoH3BO.n;CTBO. He HMeeT 3Ha'leHHH, KaKOH 06beM rrpo.n;yKTa OHa rrpOH3


BO.n;HT, OHa acer.n;a nOJIY'lHT

Me:: = pC Ha Ka.)[()J;yIO rrpo.n;aHHYJO e.n;HHHUy, rrOCKOJIbKY

ee rrpo.n;yKT CJIHIIIKOM MaJI no OTHOIIIeHHIO K COBOKYIIHOMY BbmyCKY OTPaCJIH, )J;JIH


TOro '1T06hI OH Mor rrOBJIUHTb Ha <l>opMHpoBaHHe PhIHO'IHOH ueHbI.

.n;pyroH CTOPOHbI, MOHOnOJIHCT nOJIY'laeT TaKYJO KpHBYJO PhIHO'IHOro crrpoca, H3 KOTO

POH CJIe.n;yeT, 'ITO KaJK,!la51 .n;orrOJIHHTeJIbHa5I e.n;HHHua, rrpo.n;aHHa5I HM, CHHJKaeT ueHy Ha ace
npo.n;aHHhIe e.n;HHHUhI rrpoH3Be.n;eHHoit rrpO.n;yKUHH. feoMeTPH'IeCKH 3TO BhIpIDKaeTCH IIJIaB
HO CHHJKaIOm;eHCH KpHBOH

MkR,

KOTOpa51 rrpHBo.n;HT MOHonoJIHio K COKpam;eHHIO rrpo.zo'KTa,

rrOCKOJIbKY H3BeCTHO: '1eM 60JIbIIIe npO.n;yKTa rrpOH3Be.n;eHO, TeM MeHbIIIe .n;eHer B paC'IeTe Ha
e.n;HHHIJY rrpo.n;yKTa OHanOJIY'lHT.
IIOCKOJIbKY MOHOrrOJIUH cOKpa~aeT 06l>eM BblrrycKa rro cpaBHeHHIO C KOHKYPHPYJO~eH
<l>HPMOH, ueHa MOHOrrOJIHH,

P"',

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pC.

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npM'fMH8HHOrO MOHOnOnMHMM
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HHJKe COUHaJIbHO OIITHMaJIbHOro ypOBHH, KOTOPOro npH.n;ep:>KHBaIOTCH KOHKYPHpYJOIIJ;He <l>Hp
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eCJIH ace e.n;HHHUhI rrpo.n;yKTa, pacrrOJIO:JKeHHble Me:JK.n;y ypOBHeM rrpo.n;yKTa MOHOrrOJIHH,


ypoBHeM rrpo.n;yKTa KOHKYPHPYJOm;eit pHpMhI,

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KpHBaH cnpoca pacnOJIaraeTCH Ha,D; KpHBOH rrpe.n;eJIbHhIX 3aTPaT, 3TO 3Ha'lHT, 'ITO
JIIO)J;H XOTHT IIJIaTHTb 60JIbIIIe 3a

3TY e.n;HHHIJY

rrpo.n;YKTa, '1eM 6hIJIO 3aTPa'ieHO Ha ee

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IIIaIOT pacxo.n;hI. IIOCKOJIbKY 3m CrrpaBe;ZJ.JIHBO )J;JIH Bcex e.n;HHHU, HaxO.n;H~HXCH Me

f/"

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pacxo.n;~.

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rrpo.n;yKTa

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BOH rrpe.n;eJIbHoro .n;oxo.n;a, pacrrOJIO:JKeHHhIM Ha,D; 3THM ypoBHeM rrpo,D;YKTa.

3To

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rf.

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TpeyroJIhHHK He06paTHMhIX nOTeph ,IleMOHCTPHpyeT, qTO KOf,lla MOHOnOJIHH COKpaIUalOT
npo.uyKT C ueJIhlO MaKCHMH3aUHH npH6hmH, HM He y,llaeTCH npOH3BO,llHTh Te e)lHHHUhI npo
.uyKTa, )lJIH KOTOPhIX BhIfO,llhI npeBhImalOT H3,1lepXKH. 3TO Bpe,llHT 06IUecTBy. CJIe)lyJOIUHH paJ
. ,IleJI nOKaJhIBaeT, qTO perneHHe COKpaTHTh BhInyCK TaKXe npHBO)lHT K nOBhImeHHIO npOH3BO,ll
CTBeHHhIX H3,IlepxeK.

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.CH K KareropHH 3<p<peKTHBHhIX npOH3BO)lHTeJIeH. BhI Moxere YBH)leTh 3TO, eCJIH CHOBa 06pa
THreCh K pHC.

12.4.

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THKaJIhHO BBepx OT 3TOro ypOBHH ,IlO KPHBOit
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,Ao CHX nop B 3TOit rnaBe H ,n;eMOHCTPHpOBaJI BaM, qTO B cpaBHeHHH C KOHKYPH
PYJOIUeit cPHpMOit MOHOnOJIIDl npoH3BO,!J;HT CJIHIUKOM MaJIO npo,DyKTa no CJIHllIKOM
BhlCOKOit ce6ecTOHMOCTH H npo,n;aeT ero CJIHIIIKOM ,n;oporo. IIpH BhlIUenepeqHCJIeH
HhIX TPex "ITJIOXHX" cPaKTOpax BaM 3axOqeTCH HeMe,!J;JIeHHO H36aBHTbCH OT Bcex MOHOnOJIHit pa30M. Ho eCJIH BhI c,n;eJIaere 3TO, TO CqHTaitTe, qTO He06,nyMaHHO rrOTO
pOnHJIHCb.

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CaMhlM nOKa3aTeJIbHhlM npHMepOM TOro, KaK MHOro ,n;06pa MOryI' npHHOCHTb 06mecTBy
MOHOnOJIHH, HBJIHIOTCH naTeHThI. IIaTeHThI ,n;alOT HCCJIe,n;OBaTeJIHM 3KCKJIlO3HBHOe npaBO Ha
npo,n;IDKY HX H306peTeHHH B TeqeHHe

20 JIeT,

no HCreqeHHH 3Toro CpoKa HX H306pereHHH CTa

HOBHTCH c06CTBeHHOCTblO 06IUeCTBa. 3100 3HaqHT, qTO naTeHThI ,n;alOT H306peTaTeJIHM npaBO
Ha MOHOrrOJIHIO Ha nepHO,n;

20 JIeT.

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JIH60 MaTepHaJIbHOe B03Harpax,neHHe 3a CBOH TIDKeJIhlH TPy,n;, nOCKOJIbKY Macca
no,n;paxareJIeit HeMe,!J;JIeHHO YKPa,n;yT Y Hero M,n;elO H HarrOJIHHT PhlHOK BopOBaHHOH
rrpO.u;yKI.J;HeH, TaKHM 06Pa30M CHH3HB ueHY. CJIe,n;OBaTeJIbHO, B MHpe, JIHWeHHOM
nareHTOB, HaMHOro Memwee KOJI~eCTBO JIIO,n;eit peWHJIOCb 6h1 TPaTHTb CBoe Bpe
MH, yCHJIHH H ,n;eHbrH, He06xo,!l;HMhle ,!J;JIH H306peTeHHH qero-TO HOBOro.
QT06h1 HcnpaBHTb 3TY CHTYaUHIO, rocy,n;ap~TBa Bcero MHpa npeMaralOT rrareHTHbIe MO
HOnOJIHH ,!J;JIH H306peTaTeJIeit.

B pe3YJIbTaTe

npouecc nOHCKa HOBOro npoxo,n;HT 3HaqHTeJIbHO

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HeHHhlH ypOBeHb.

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MOHOnOJIHlO, qeM nareHTbI.

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focy,n;apCTBO ,n;OJDKHO TalOKe BMeWHBaTbCH B C03,!J;aHHe MOHOnOJIHit B Tex CHTYaUHHX, r,n;e
KOHKYpeHUHH HeBhlro,!l;Ha 06IUeCTBy. IIpHBe,n;y JIHWb HeCKOJIbKO npHMepOB.

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3TO HeBepOHTHO wyMHbIe, H pa3,!J;paxalOIUHe

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nOJIbHbIM npaBOM Ha Bbm03 MYcopa, TO BaM H)')KHO 6y,n;eT repneTb IllyM H rpo
XOT rpY30BHKOB TOJIbKO pa3 B He,n;eJIIO. 1I0 eCJIH, CKIDKeM, B KOHKYpeHTHOH
60pb6e COH,n;eTCH ceMepo pa3HbIX MYCOpoy60POqHhlX KOMnaHHH, BbI MO)l{eTe
CTOJIKHYTbCH C He06xo,n;HMOCTblO exe,n;HeBHO BbICJIYWHBaTb 3TH WYMbI, eCJIH
BbI H wecrepo BaDIHX coce,n;eit BbI6epeTe YCJIYfH pa3HbIX KOMrraHHH, Ka)I{,!J;aH
H3 KOTOphIX 6y,n;eT C06HpaTb MYCOp B pa3HbIe ,n;HH He,n;eJIH.

-I' Ka6eJ11>HOe TeJleBBJJ.eHHe. ECJIH ,n;eCHTb pa3HbIX Ka6eJIbHbIX TeJIeKOMnaHHH


6y,!J;YT KOHKypHpOBaTb 3a npaBO BeIUaHHH, Bce COCe,llH ,n;OJDKHbI 6yilYT HMeTb
,n;eCHTb pa3HbIX rrpOBo,n;OB Ka6eJIbHOrO TeJIeBH,!J;eHHH, KOTophle ,n;OJI)KHbI 6bITb
npOJIOXeHhI qepe3 HX reppHTOpHIO, -

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rnaBa 12. MOHononMM...

'

267 .

"
I

IIpHpo,lUlhli

ra3, -

raJ. TIPOKJU1,D,Ka TPyG, rro KOTOpbIM ,D,OCTaBJUleTCR rrpHpo,D,HbIit

O'IeHb ,D,oporag BeIUb, H pa3MeIUeHHe MHOrHX ra30BbIX TPyG Ha O,D,HOM

H TOM xe yqacTKe Moxer OKa3aTbCR ,D,OBOJIbHO HaKJIa,D,HbIM.

CJIe,D,OBaTeJIbHO, MHome ropO,D,a pellIaIOT, 'Iro y HHX 6Y,D,eT ,D,eitCTBOBaTb Bcero O,D,Ha MY
copoy60PO'IHaR KOMrraHHR, O,D,HO Ka6eJIbHoe TeJIeBH,D,eHHe H O,D,Ha J{OMrraHHR, JaBe,nyIOIUaR
rrOCTaBKaMH rrpHpO,D,HOro ra3a.

Kax,D,aH

Ta.KlUI KOMrraHHR 6Y,D,eT HMeTb MOHOrrOJIbHoe rrpaBO '

H, CJIe,lJ,OBaTeJIbHO, KOHTPOJIHP0BaTbCR, qro6bI rapaHTHpOBaHHO He .n;aTb eit 3KCIIJIYaTHpoBaTb


rroTPe6HTeJIeit. (CM. CJIe)J,yIOIUHit pa3)J,eJI "PeryJIHpoBaHHe ,D,eRTeJIbHOCTH MOHOrrOJIHit".)

HM3KMe M3AepJKKM eCTeCTSeHHblX MOHOnOnMM


CJIe)J,yIOIUHit rrpHMep TOro, KOr,lJ,a 06m;ecTBo pelliaer C03.n;aTb MOHOrrOJIHIO BMecro KOHKY
peHUHH, 3TO cnyqait, KOTOpblit 3KOHOMHCTbI Ha3hIBaIOT ecmeCm6eHHblMU MOHOnOAbHblMU om

paCARMU, HJIH ecmeCm6eHHblMU MOHOnOAUJl.MU.


OrpaCJIb RBJUleTCR eCTeCTBeHHoit MOHOrrOJIHeit, eCJIH O,D,HH KPYIIHbIit rrpoH3BO,lJ,H
TeJIb MoxeT rrpOH3BeCTH rrpo.n;yx:T rro 60JIee HH3KOit ce6ecToHMoCTH, 'IeM MHOro
'IHCJIeHHbIe MaJIeHbKHe rrpOH3BO,D,HTeJIH. XOpOlliHit rrpHMep TaKOH MOHOrrOJIHH
rrpOH3BO,lJ,CTBO 3JIeKTP03HepmH. TIo rrpH'IHHe KOHCTPYKUHOHHhIx oc06eHHocTeH
,lJ,eCRTHMeraBaTTHaR 3JIeKTPOCTaHUHR Moxer rrpOH3BeCTH 3HepmIO .n;ellIeBJIe, 'IeM
O,lJ,HOMeraBaTTHaR.
,AJIR TOro 'lT06b1 YBH,D,eTb, KaK 3TO rrpHBO,D,HT K C03.n;aHHIO eCTecTBeHHoit MOHOrrOJIHH,
rrpe.n;CTaBbTe ce6e CHTYaUHIO, Kor.n;a ropo,lJ"

KOTOPOMY TPe6yeTcR .n;eCRTb MeraBarr 3JIeKTPO

3HeprHH, H3Ha'IaJIbHO 06CnyxHBaJICR .n;eCRTbIO MaJIeHbKHMH, O,D,HOMeraBaTTHbIMH 3JIeKTpo


CTaHUHRMH. Ho 3aTeM B03HHKJIa 60JIbllIaR KoprrOpaUHR H rrocTPOHJIa .n;eCRTHMeraBaITHYIO
3JIeKTPOCTaHUHIO. TIOCKOJIbKY 3Ta 60JIbllIaR CTaHI.J;HR MoxeT rrpOH3BO.D;HTb 3HeprHIO rro 60JIee
HH3KOit ce6ecrOHMOCTH, 'IeM MeHbniHe, MeHee 3CP<I>eKTHBHbIe CTaHlUUI, OHa rrpe,nnaraeT 6oJI.ee
HH3KHe ueHbI H rrOCTerreHHO "3aBJIa,lJ,eBaer" BCeMH KJIHeHTIlMH, -

a 3m 3HalJHT, qro MeHbllIHe

3JIeKTPOCTaHUHH O'IeHb 6bICTpo 06aHKpoTRTCR.


TaKaR OTPaCJIb MoxeT Ha3bIBaTbCR ecmecm6eHHou MOHonOAueu, rrOCKOJIbKY OHa eCTeCTBeH
HbIM IIyTeM craHer .n;OMHHHpoBaTb B Ka'IeCTBe e.n;HHCTBeHHoro ,D,ellIeBOro rrpoH3BO,lJ,HTeJIR.

,AJIg

rrOJIHTHlJeCKHX ,lJ,eRTeJIeit 3)J,eCb B03HHKaeT .n;OCTllTO'IHO CJIOXHaR rrp06JIeMa: qro xe ,lJ,eJIaTb C


eCTeCTBeHHoJt. MOHOrrOJIHeit?
C O,lJ,HOit CTOpOHbI, BceM rrpHRTeH TOT !paKT, 'ITO 60JIbllIaR CTaHUHR HaMHoro 60JIee 3!p
!peKTHBHa: OHa CXHraeT MeHbllIe TOIIJIHBa H MeHbllIe JarpR3HReT OKpyxaIOIIJYIO cpe.n;y. Ho
rrOCKOJIbKY OHa YHH'lTOXHJIa BCex KOHKfpeHTOB, JIIO,D,H Terrepb ,D,OJIXHbI 6ecrroKoHTbCR 0 TOM,
'ITO HOBaR MOHOrrOJIHR MoxeT Ha3Ha'IHTb BbICOKHe ueHbI H rrpoH3BO.D;HTb rrpO.D;YKTa MeHbllIe
COI.J;HaJIbHO OrrTHMaJIbHoro ypOBHR.

3TH KOH!pJIHKTYIOIUHe

"3a" H "rrpOTHB" 06bI'lH0 3Ha'IaT, 'IT0JOCy.n;apcTBO rr03BOJIReT ec

TeCTBeHHoit MOHOrrOJIHH OCTllBaTbCR B 6H3Hece B Ka'IeCTBe e.D;HHCTBe~lHoit !PHPMbI B 0TPaCJIH,


HO B TO xe BpeMR peryJIHpyeT ee TllKHM 06pa30M, 'lTo6bI JIIO.D;RM He HyXHO 6b1JIO BOJIHOBaTbCR
o BbICOKHX ueHax HJIH He.n;OCTaro'IHOM KOJIH'leCTBe rrpO.D;YKTa. TIOCTfIIaR TaKHM 06pa30M, 06
IIleCTBO H3BJIeKaeT rrOJIb3Y, rrpHHOCHMyIO CaMbIM 3PcPeKTHBHbIM crroco60M, 6e3 TOro, 'ITOObI
BOJIHOBaTbCR 0 rrpo6JIeMax, KOTOpbIe B03HHKJIH 6bI, eCJIH

6bI MOHOrrOJIHIO

OCTaBHJIH Ha CaMO

peryJIHpoBaHHH.

268

IIscn, III.

AfIlKPOKOHOMtflCa - HaYKB 0 ROSe/leHlIlI norpe6MTe.neiii II npe.qnpllflTllii


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[ocy,napCTBO ,nOJDKHO peIIIaTb, KOr,na nO,lJ.Ilep)[{HBaTb H KOr,na "no,naBJUlTb" MOHOnOJIHH.


HanpHMep, naTeHTbl nO,lJ.Ilep)[{HBalOT MOHOnOJIbHOe npaBO H306peTaTeJIeit Ha npOH3BO,nCTBO H
npo,nIDKy CBOHX H306peTeHHit B TeqeHHe

20 JIeT.

no HCTe'leHHH 3TOro nepHo,na npoH3BO,nCTBO

H npo,nIDKa H306peTeHIDI CTaHOBHTCH OTKPbITbIMH ~ KOHKYPeHIJ,HH.

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\~

,npyrHX CHTYaIJ,HHX 6bIJIH paJpa60TaHbI pa3Hble peryJIHTOpHble HHCTHTYTbI, KaK

AJUI paJpyIIIeHIDI MOHOnOJIHH nyreM paJ.neJIeHIDI Ha qaCTH, TaK H AJUI peryJIHpoBa


HIDI ee ,neHTeJIbHOCTH rrocJIe npHHHTIDI peIIIeHIDI n03BOJIHTb eit npo,nOJDKaTb 6blTh
e,nHHCTBeHHoit lPHpMOit B OTpaCJIH.

3TOM paJ.neJIe BaIIIeMy BHHMaHHIO npe,nCTaB

JIeHbl HeCKOJIbKO TaICHX peryJIHTOPHblX cxeM H npoBe,neH aHaJIH3 TOrn, 'ITO OHH ,ne
JIalOT AJUI YJIY'lIIIeHHSl "nOBe,neHIDI" MOHOnOJIHit Ha pbIHKe.

Cy6CMAMpOBaHMe MOHononMM AnSI yBenM"IeHMSI 06'beMa BblnycKa


PaHee B ::/TOH fJIaBe Sl yrBepX,ll,aJI, 'lT0 MaKCHMH3HpyroIUHe npH6blJIb MOHOnOJIHH npo
H3BOAAT npo,llyKT Ha ypOBHe, HaxoAAIIJ,eMCH HIDKe COIJ,HaJIbHO OnTHMaJIbHoro.

'IaCTHOCTH,

12.4 npoH3Bo,nHT llpo.nyKT B TOqKe nepece


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BBepx KpHBOlt npe,neJIbHblX H3,nep)l{eK, Me. 3TOT ypoBeHb npo.uyKTa, if", MeHbIIIe COIJ,HaJIbHO
MaKCHMH3HpyromaSl npH6bIJIb MOHOnOJIIDI Ha pHC.

OnTHMaJIbHoro ypOBHSl, KOTOPblit Mor 6blTb npoH3Be,neH KOHKYPHpyromeit lPHPMOit,

+9~Bt,.

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~ 1

if.

OMH H3 cnoc06oB, KOTOPblM MO)I{HO ,n06HTbCSl OT MOHOnOJIHH llpoH3BO,nCTBa 6oJIb


IIIero KOJIH'leCTBa npo,llyKTa, 3aKJIIO'IaeTCSl B cy6cH,nHpOBaHHH ee npoH3Bo,nCTBeH
HbIX JaTpaT TaKHM 06pa30M, 'ITO KpHBaH npe,neJIbHbIX H3,Uep)l{eK B pe3YJIbTaTe nepe
MeCTHTCJI BeprnKaJIbHO BHH3. TaKoe ,neitCTB.He npHBe,neT K TOMy, 'lT0 KpHBble npe
,neJIbHblX H3,nep)l{eK H npe,neJIbHoro ,noxo,na BCTpeTJlTCH Ha 60JIee BbICOKOM ypOBHe
npo.nyKTa.

11 ec.iH Cy6cH,nIDI 6y,neT ,nOCTaTO'IHO 6OJIbIIIoit,

BbllfY)l{.neHa nOCTOSlHHO YBeJIH'lHBaTb npo,llyKT ,no

MOHOnOJIIDI MO)l{eT 6bITh

if.

HeKOTOpble rocy,napCTBa HCnOJIb3YlOT 3TOT BH,n cy6CH.lUiH AJUI TOro, 'lT06bI nOCTaBJIHlOmHe
raJ, npOH3BOMmHe 3JIeKTpo3HeprnlO H

YCJIYfH

TeJIe.poHHoit CBH3H KOMllaHHH 06CJIY)l(HBaJIH

60JIbIIIee KOJIH'IeCTBO JIIO,neH, oc06eHHO npe,nCTaBHTeJIeit 6e,nHblx CJIOeB HaCeJIeHIDI. ECJIH


pacxo,nbI Ha npHBJIeqeHHe nOTpe6HTeJIeH npo.uyKTa lPHpM-MOHOnOJIHH 6y.nYT Cy6cH,nHpOBaHbl
Ha ,nOCTaTO'IHO BblCOKOM ypoBHe, lPHPMbl JaxOTIlT npHBJIe'Ib 60JIbIIIee KOJIH'iecTBO nOTpe6HTe
JIeit, 'IeM OHH MOfJIH 6bl 6e3 npe,nOCTaBJIeHlfe Cy6CH,nHH.
HeKOTOpble JIIOM BbICTYllalOT npornB cy6CH,nHpOBaHIDI MOHOnOJIHCTOB, TaK 'lT0 3TOT BH)].
peIIIeHIDI He Bcer,na C~MbIit nonyJlSlpHbIit B nOJIHTHQeCKOM OTHOIIIeHHH, HO OH 3lPlPeKTHBeH

AJUI YBeJIH'IeHIDI BbITIyCKa npo,llyKTa.

MMHMManbHble Tpe60BaHMSI K 06'beMy npOM3BOACTBa


+.~,.

ClIe.nyromHit cnoc06 ,n06HTbCSl OT MOHOnOJIHH npoH3BO,nCTBa 60JIbIIIero KOJIH'leCTBa

\~

perHoHax OT TeJIelPOHHbIX KOMllaHHit Tpe6yeTCH npe,nOCTaBJIeHHe OCHOBHbIX TeJIe

I~

npo,nYKTa -

npocTO npe,nIlllCaTb eit npOH3BOMTb 6oJIbIIIe. HanpHMep, BO MHorHX

lPOHHbIX ycJIYf Ka.JK,lJ;OMy HOCTH OllJIaTHTb

3TY yCJIYfY.

,n~e TeM nOTPe6HTeJlSlM, KOTOpbIe He HMelOT B03MOlK


(H,neSl COCTOHT B TOM, qT06bI rapaHTHpOBaTb KroKJlOMy

rpaX,LJ,aHHHY B03MO)I{HOCTb n03BOHHTb H nOJIY'lHTb He06xo,nHMylO nOMQIllb, eCJIH

rnasa 12. MOHononHH...

269

OHH 6y)];yr B HeA H}'}K,lI;aTbC$I.)

3To

:>Ke npaBHJIO qaCTO cnpaBeMHBO H )l,1UI KOMna

HHH, KOTOpbIe o6ecneqHBaIOT 060rpeB HaillHX )];OMOB 3HMOA; B HeKOTOpbIX pemoHax


BaM He HMelOT npaao

OTK.1IIO~Tb OTOnJIeHHe,

)];a:>Ke eCJIH BhI He OnJIaTHJIH CqeTa.

MHHHMaJIbHhIe Tpe60BaHH$I K npo)];YKTY MOryr 3aCTaBHTb MOHOnOJIHIO npOH3BO)];HTb npo


)];YKT Ha COUHaJIbHO OnTHMaJIbHOM ypOBHe. TaKHe Tpe6oBaHH$I qaCTO O'IeHb nonyJI$lpHbI B
nOJIHTHqeCKOM OTHOIlleHHH, nOCKOJIbKy MHome JIIO)];H CqHTalOT MOHOnOJIHCTOB 3JIOCTHhIMH
3KCnJIyaTaTOpaMH H He npOTHB 3aCTaBHTb MOHOnOJIHH npOH3BO)];HTb 60JIbIllee KOJIHqeCTBO
rrpo)];YKTa.
BC$lKOe HaCHJIbCTBeHHoe yaeJIHqeHHe npO)];yKTa TaK:>Ke 03HaqaeT cOKpameflHe rrpH6hIJIH
MOHOnOJIHH. IIo 3TOH rrpmHHe rrO)];06HhIe nporpaMMhI TaK:>Ke rrOJIb3YIQTC$I rronyMpHoCTbIO,
rrOCKOJIbKy MHome CqHTaIOT, qTO MOHOrrOJIHH rro~alOT npH6hIJIb HeqeCTHhIM rryreM, o6pa
mM BHHMaHHe Ha TOT laKT, qTO lHpMa

rro~aeT npH6hIJIb,

He rro6e:>K,Zl.M KOHKYPeHTOB.

TeM He MeHee, Bce peryJI$lTOpHhIe opraHhI )];OJI:>KHbI 6hITb OqeHb BHHMaTeJIbHhIMH, qT06hI
He rrpHBeCTH MOH,OrrOJIHH, KOTophIe HaxO)];$lTC$I rro)]; HX rrOrreqHTeJIbCTBOM, K 6aHKpoTcTBy.
B 3aBHCHMOCTH OT KpHBbIX rrpOH3BO)];CTBeHHbIX H3)];ep:>KeK'MOHOrrOJIHH cymecTByeT peaJIbHM
B03MO:>KHOCTb JaCTaBHTb MOHOnOJIHIO rrpOH3BO)];HTb rrpo)];YKT Ha TOM ypOBHe, Ha KOTOpOM OHa
6y)];eT Tep$lTb )];eHbrH. IIOCKOJIbKy peryJI$lTOpHhIe opraHhI He XOT$lT 6aHKpOTCTBa MOHOrrOJIHA
H, KaK CJIe)];CTBHe, JIHIllaTb nOTpe6HTeJIeA )];OC'ryIla K TOBapaM HJIH YCJIYfaM, rrpOH3BO)];HMhIM
3THMH MOHOrrOJIH$lMH, OHH BHHMaTeJIbHO paCCMaTpHBalOT CTpYKTYPY paCXO)];OB MOHOrrOJIHH
npH paCqeTe MHHHMaJIbHbIX Tpe60BaHHH K o6beMY rrpOH3BO)];CTBa.

PerynMpoB8HMe MOHOnOnbHOrO L4eHoo6p830B8HMfI


B03MO:>KHO, caMhIM pacrrpOCTpaHeHHhIM crroco60M peryJIHpoaaHH$I )];e$lTeJIbHOCTH
MOHOrrOJIHH eCTb HaJHaqeHHe TaKOH ueHbI, rrpH KOTOPOH MOHOnOJIH$I 'CMO:>KeT rrpo
)];aTb Bce e)];HHHUhI rrpOH3Be)];eHHoro elO rrp0.ll}'KTa. 3TOT no,lJ,XO)]; pa60TaeT noTOMy,

~o OH rrpeBpamaeT KpHBYIO' rrpe)];eJIbHOro )];OXo)];a lHPMhI-MOHOrrOJIHCTa H3 nJIaBHO


CHH:>KaIOmeHC$I a ropH30HTaJIbHyIO. TaKHM 06paJOM, HH.BeJIHPYIOTC$I 06hI'IHhIe npo
6JIeMhI MOHOrrOJIHH, CB$l3aHHhIe C TeM, ~o qeM 60JIbwe npo.ll}'KTa npO)];aeTC$I, TeM
MeHbIIIYIO ueHY Ha rrpo)];aBaeMYIO e)];HHHUY rrpo.nyKTa MOHOrrOJIH$I MO:>KeT HaJHaqHTb.
TeM He MeHee, KaK H B c~ae C Tpe60aaHH$lMH K o6beMY rrpoH3BO)];CTBa, peryMTOpHhIe
opraHhI )];OJI:>KHhI y)];eJIHTb oco60e BHHMaHHe cTpYKTYP.e 3aTpaT MOHOrrOJIHH, qTo6hI peryJIHpO
BaRHe ueH He npHBeJIO K 6aHKpoTCTBY MOHOnOJIHH.

';[VuI: TOro qT06hI

rrOH$lTb rrpo6JIeMy, )];aBattTe paCCMOTpHM MOHOrrOJIHIO, KpHBhIe JaTpaT KO

TOpoH rrpHBe)];eHhI Ha pHC.

12.5.

OCTaBwHcb 6e3 BHHMaHH$I peryJI$lTOpHOrO opraHa, MOHorro

JIH$l6y)];eT npOH3BO)];HTb Ha MaKcHMH3HPYIOmeM rrpH6hIJIb ypOBHe


rrepeCeqeHH$I

MR

MC.

f/",

orrpe)];eMeMOM TOqKOH

113 KpHBOH crrpoca BhI MO:>KecTe BH,ll,eTb, qTO )l,1UI 31'0ro 06'beMa npo

)];YKTa OHa 6y)];eT crroc06Ha HaJHaqHTb ueHY pm Ja e)];HHHUY JIPo)];YKTa. (BoJIee rro)];p06HYIO HH
lPoPMaUHIO 0 rrOBe)];eHHH HeperyJIHpyeMoH MOHOrrOJIHH BhI HaA)];eTe B pa3)];eJIe "BhI60p

06'be

Ma rrpOH3BO)];CTBa ~ MaKCHMH3aI.J;HH rrpH6hIJIH" paHee B 3TOH rJJ,aBe.)


3aTeM )];aBaATe rrO)];yMaeM 0 TOM, KllK peryMTopHhItl: opraH MO:>KeT 3axOTeTb MO)];HqlHUHpo
BaTb rrOBe)];eHHe MOHOnOJIHH. HarrpHMep, peryMTOPHhIH opraH, HCXO)];$l H3 ~WHX rr06y}K,D;e
HHH, 'MO:>KeT 3axOTeTb 3aCTaBHTb MOHOrrOJIHIO rrpOH3BO)];HTb Kaxm'lO e)];HHHUY rrpO)];YKTa,
KOTOPOH )];OXO)];hI rrpeBhIIllaIOT paCXO)];hI. IIocMOTpeB Ha pHC.

12.5, BhI MoxeTe

YBH,ll,eTb, qro OH

3axOTeJI 6hI 3aCTaBHTb MOHOnOJIHIO,rrpoH3BO)];HTb npo.zlYKT fla ypoBfle

f/"c, onpe)];eJIeHHhIH KaK

MecTO rrepeCeqeHH$I nnaBHO cHIDKlllOmeAc$I KpHBOH crrpoca C KpHBOH

MC.

270

'IBcr"

III.

MHKP03ICOHOMHICB - HBYKB 0 n08e,qSHHH norpe6lfT8neR H npe,qnpH.nrR

ATC

qm

q8C qmc

KOflHyeCTBO

MR
PHc.12.5. PerynHpoB8HHe MOHOnOnHff C HCnOnb30B8HHeM l..leHoot5
P830B8HHR H8 OCHOBe Cpe,aHHX COBO/cynHblX H3,aepJKeK HB e,aHHHI..lY
npO,aYIIT8 H /.4eHoot5p830B8HHR H8 OCHOBe npe,aenbHblX H3,D,epJKeK H8
e,aHHH/.4Y npO,aYIIT8

KaK JI 06'LJlCIDIIO B pll3,lJ.eJIe "He06paTHMhle nOrepH: H3MepeHHe Bpe,n;a, npH1J:HHeHHoro


MOHOnOJIHJlMH" (CM. BbIIlIe), ,ll;JUI COIlHYMa Bhlro,n;HO npOH3Bo,n;HTb KIDIQ:(yIO e,n;HHHllY npo,n;yKTa
,n;o (BKJII01J:aJI) q"'c. 3'1'0 CnpaBe,lJ)lHBO nOTOMY, qro,D;JIJI KIDK,ZlOit e,D;HHHI.lhl npO,llyKTa CYMMa~ KO
TOPYIO JIIO,D;H roTOBhl ITJIaTHTL C lleJIhIO ee nOTPe6JIeHHJI (3a,n;aHHaJI BepmKaJIhHhlM 0TPe3KOM
OT rOpH30lITaJIhHoit OCH ,n;o KpHBOit cnpoca), npeBhlwaeT npe,n;eJIhHhle 3aTPa1hl Ha ee npOH3
BO,n;CTBO (3a,n;aHHhle BepmKaJIhHhlM OTpe3KOM 01' roPH30lITaJIhHOit OCH,n;O KpHBOit
B pe3YJIhTare peryJIJlTOpHhlit opraH yCTaHOBHT lleHY Ha ypOBHe
BaJI cnpoca roBOpHT HaM, ~O nOTpe6HTeJIH JaXOTJlT npH06pecTH

pmc.

MG).

llpH 3TOit lleHe KpH

q"'c e,n;HHHIl npO,llyKTa. ROJIee

TOro, MOHOnOJIHJI 3ax01J:eT nOCTaBHTb 3TOT ypOBeHh npo,n;yKTa, nOCKOJIhKY npe,n;eJIhHhlit ,n;OXO,n;
OT npO,n;WKH KaJK,L{oit e,D;HHHllhl npeBhlWaeT npe,n;eJIhHhle H3,D;epJKKH Ha ee npOH3BO,n;CTBO.
Ho, reM He MeHee, cyWeCTByeT 60JIhillaJI npo6JIeMa C no,n;06Hoit nOJIHTHKoit npH ,n;aHHOH
CTPYK'J'YPe 3aTPaT MOHOnOJIHH: MOHOnOJIHJI CTaHeT 6aHKpOToM. 31'0 npOH30H,n;eT nOTOMY, 'iTO

q"'c COBOKYITHhle H3,D;epXKH pHpMhl npeBhlCJlT ee COBOKYITHhlit ,n;OXo,n;.


9TY npo6JIeMY B paC'iere Ha e,n;HHHIlY npo,n;yKTa, 3aMe'iaJI, 'ITO cpe,n;HHe
H3,D;ep*l{H Ha e,n;HHHllY npo,n;yKTa npH ypOBHe npo,n;yKTa q"'c (3a,n;aHHhle BepTH

Ha yPOBHe npo,n;yKTa

Bhl MOXeTe BH.!leTL


~OBOKYITHhle

KaJIhHhlM OTPe3KOM 01' ropH30HTaJIhHotl OCH ,n;o KpHBOit


peryJIJlTOpHhlM OpraHOM ,n;OXO,n; B

A1C)

pmc Ha e,n;HHHllY npo,n;yKTa.

npeBOCXO,llHT yCTaHOBJIeHHhlit

llOCKOJIhKY cpe,n;HHe CYMMapHhle

H3,D;epXKH Ha e,n;HHHllY npo.zlYKTa npeBhlillaIOT ,n;OXO,D;hl 01' e,D;HHHllhl npo,llyKTa, MOHonOJIHJI 6y


,n;eT PYHKllHOHHpOBaTh B y6hlTOK.

If

eCJIH peryJIJlTOpHhlit opraH He CMJlrqHTCJI H He Ha3HaqHT

60JIee BhlCOKYIO lleHY Ha npo,n;yKT, MOHOnOJIHJI CTaHeT 6aHKpOTOM, eCJIH rocy,n;apCTBO He npe
,n;OCTaBHT eit Cy6CH,D;HIO B CYMMe nOHeceHHoro yWep6a.

rn,., 12. MOHonontftf...

271

~
IWf..

~ ,,'
,

MeTO~ peryJlHpOBaHIDI, KOTOpblH R TOJIbKO 'ITO OnHCaJI, H83b1BaeTCR Z(eHoo6pQ3o

eaHUe Ha OCH06e npeiJe.flbHbIX U3iJepJICeK,

....

;'

JIeHa B TOqKe nepeCeqeHIDI KPHBOH

nOCKOJIbKY

npe~eJIbHaR ueHa, r,

npe~eJIbHbIX H3~epJKeK H

yCTaHoB

KPHBOH cnpoca. Ho

nOCKOJIbKY TaKOH MeTO~ MO:lKeT npHBeCTH MOHOnOJIHIO K nOTepe ~eHer, 60JIee pac
npoCTPaHeHHOH aJIbrepHaTHBOH 6y~eT

JlCeK,

Cpe,lUlHX CYMMapHbIX 3aTPaT


Ha pHC.

12.5

Z(eHo06pa30BaHue Ha OCH06e cpeiJHux U3iJep

KOTopoe ycTaHaBJIHBaeT ueHY, COOTBeTCTBYIOl.QYIO TOqKe nepeceqeHIDI KPHBOH

(Am

C KPHBOH cnpoca.

OTpa:lKeHa CHTyaUIDI, Kor~a peryIDlTopflblH opraH, HCnOJIb3YB

Hue Ha OCHoee CpeiJHUX u3iJep:JICeK,

yCTaHoBHT ueHY B TOqKe

pu.

Z(eHoo6pa306a

PaCCMOTpeB KPHBYIO cnpoca,

BblYB~HTe, qTO npH 3TOH ueHe nOTPe6HTeJIbCIGIH cnpoc COCTaBHT ~ MHHHU npo~a.
MOHOnOJIIDI C pa,nOCTbIO npe~OCTaBHT 3TOT YPOBeHb npo~a, nOCKOJIbKY MR ~OH OT

~eJIbHOH e~HHHUbl ~O ~ BKJIIOqHTeJIbHO npe~eJIbHblH ~OXO~ (peryJIHpoBaHHaR ueHa Ha eM


HHUY,

poC)

6y~eT npeBblmaTh npe~eJIbHble H3~epJKKH, a 3TO 3HaqHT, qro MOHOnOJIHR nO~HT

$HHaHCOBYIO Bblro~ OT npOH3BO~CTBa KlDIQJ,OH H3 3THX e~HHHU.


fJIaBHaR nOJIb3a OT TaKOH CHCTeMbI JaKJIIOqaeTCR B TOM, qro BaM He HY:lKH0 nepe:lKHBaTh 0
B03MO:lKHOM 6aHKPOTCTBe Mj)HonOJIHH (HJIH OTKY~a B3RTh ~eHbm Ha cy6c~HpoBaHHeMOHO
nOJIHH, KOTOpaR Moma 6b1 OKa3aTbCR 6aHKPOTOM B pe3YJIbTare ueHoo6p83oBaHIDI Ha OCHOBe

npe~eJIbHbIX H3~ep:lKeK). lJ,eHoo6paJOBaHHe Ha OCHOBe cpe~HHX H3~ep:lKeK rapaHTHpyeT, qro


$HpMa He 6Y~eT y6bITO~OH.
BbI MO:lKeTe B~eTb 3TOT $aKT, CpaBHHBaR cpe~HHe COBOKYDHble H3~epJKIGI Ha e~HHHUY
npo.nyKTa npH ypOBHe npo,nyKTa

q"c

C ~OXO~OM Ha e~HHHuY npH 3TOM ypoBHe npo~YKTa. BbI

nO~Hre cpe~HIOIO ce6ecToHMOCTb e~HHHUbl npo~YKTa, eCJIH nO~HHMeTeCb BepTHKaJIbHO


BBepx ~O nepeCeqeHHR C KpHBOH: cpe~HHX COBOKYDHbIX H~ep:lKeK. IIOCKOJIbKY 9TOT BepTH
KaJIbHbIH OTpe30K paBeH peryJIHpOBaHHOH ueHe Ha e~HHHUY npo~YKTa, pu, BbI 3Haere, qTO

cpe~HHe COBOK)'Dflble H3~epJKKH Ha e~HHHUY paBHbI peryJIHpoBaHHOH ueHe Ha e~HUY, TaK

qro 3KOHOMmeCKaR npH6b1JIb $HPMbI paBHa HYJIIO.


06paTHaR CTopOHa

Z(eHoo6pa30eaHUR Ha oCl/oee cpeiJHux u3iJepJICeK

MR 3TOH MOHOnOJIHH

COCTOHT B TOM, qTO Bce CO.QHaJIbHO nOJIe3Hble e~HUbl npo~a, Haxo~HecR Me~ ~ H

qmc, He npoH3BO~TCR. C

~pyroH CTOPOHbl, e~HHCTBeHHbIHcnoco6 y~epJKaTh 3TYMOHonOJIHIO

Z(eHoo6pti3oeaHUR
Ha OCH06e npeiJenbHbIX U3iJep:JICeK, - 3TO cy6c~HpOBaTh MOHOnOJIHIO. HCn0JIb30BaHHe Z(eHo
06pQ306aHUR Ha OCHoee cpeiJHux U3iJep:JlCeK HHBem\pyeT Bce CJIOXHOCTH, CBR3aHHble C npe~oc
B 6H3Hece C reM, qTo6b1 OHa Moma npoH3BO,llHTh 3TH eMHHUbl, il yCJIOBIDIX

TaBJIemfeM Cy6c~HH. B qaCTHOCTH, BaM He HY:lKH0 nepe:lKHBaTh HH 0 KaKOM nOreHUHaJIbHOM


yrn,ep6e, KOTOPblH BbI MO:lKere npJl1IHHHTh 06IlleCTBy, nO~HHMaR HaJIOrOBYIO CTaBKY, BJIIDIIO

IllYIO Ha KaKYIO-JIH60 H3 c<PeP 3KOHOMHKH, C ueJIbIO cy6c~BaThMOHOnOJIHIO.

Pa3AeneHMe MOHOnOnMM Ha HeCKOnbKO KOHKYPMPylOl1\MX clMpM

11 HaKOHeu,

eIlle O~HO pemeHHe np06JIeMbI -

3TO paJpymeHHe MOHOnOJIHH nyreM paJ.ne

JIeHHR ee Ha MHO:lKeCTBO KOHKYPHPYIOIllHX $HpM. B Coe~HHeHHbIX IIlTaTax caMblM H3BeCT


HblM ~aeM no~o6Horo pemeHIDI 6b1JIO pa3~eJIeHHe B
HOH H TeJIerpa<pHoA KopnopaUHH

1984

ro~ AMepHKaHCKOH reJIe<PoH

(American Telephone and Telegraph Corporation; AT& 1)

rpynny MeHbmHX KOHKYPHPYIOIllHX <pHpM.

Ha

.IJ:o

1984

ro.na

AT&T 6hVIa

06Il\eHauHoHan:b~OHMOHOIIOJIHeH. ECJIH BaM HyxHO

6blJIO II03BOHHTb Ky.na-JIH60 B Coe.nHHeHHbIX IIITllTax, BbI IIOJIb30BaJIHCb YCJIYTIlMH

AT&T,

IIOCKOJIbKy OHa 6hVIa e,IJ;HHCTBeHHOH TeJIe<PoHHOH KOMIIaHHeH B cTPaHe.

Ee

perymqJOBaJIH Ha OqeHb BblCOKOM ypOBHe, eH IIpe.zo,HBJIIDIH 'I'pe60BaHIDI K KaqeCTBy 06CJIYXHBaHHH, TPe60BaJIH IIpe.nOCTaBJIeHIDI TeJIe<pOHOB .lJ)Ul Bcex H BbI,Zumran:H
ueHOBbIe TPe60BaHIDI, KOTOpble IIo.n.nep:lKHBaJIH KaqeCTBO ee TeJIeKOMMYHHKaUHOH
HOro 06CJIYXHBaHIDI Ha BblCOKOM ypOBHe. Ho Bce paBHO 3TO 6blJIa CTOIIpoueHTHaH
MOHOIIOJIIDl, H B

1984

ro.ny perneHHeM cy.na 6blJIO IIpe.nIIHcaHO paJ6HTb KOMIIaHHIO

Ha MHO~ecTBO JIOKaJIbHbIX <pHpM ,IJ;JUI TOro, trro6bI CTHMYJIHpOBaTb KOHKYPeHUHIO.


ITo.n06HaH IIOJIHTHKa cpa60TaJIa HeBepOHTHO xoporno. BCKOpe B CIlIA 06paJOBaJICH PbIHOK
TeJIe<PoHHbIX yc.rryr, r;LJ;e yCTaHOBHJIaCb BbICOKaH KOHKypeHUIDI MeJK,D;y <pHpMaMH, KOTOpble pa
Hee 6billH qaCThIO AT& T.

COBCeM He.naBHO HH.nyCTPIDI TeJIe<poHHbIX c~ CTaJIa eIIJ.e 60JIee

KOHKypeHTHOH, 6JIaro.napH IIOHBJIeHHIO KOMIIaHHH Mo6HJIbHOH CBH3H, KOMIIaHHH MHTepHeT


TeJIe<pOHHH H .n~e KOMIIaHHH Ka6eJIbHoro TeJIeBH.IJ;eHIDI, IIpe,IJ;JIaraIOIl\HX ~JIe<poHHble YCJIY

rH. IIo.no6HaH 3.nOpOBaH KOHKypeHUIDI COKPaIllaeT npo6JIeMbI, CBH3aHHble C MOHOIIOJIIDIMH, H


rapaHTHpyeT, ~o c~6a TeJIeKOMMYHHKaUHH 6y.neT ~BaTb KJIHeHTOB IIO HH3KOH ce6e
CTOHMOCTH, HO Ha BblCOKOM ypoBHe:
C03,UaHHe KOHKypeHUHH OqeHb y.n06Ho C TOqKH 3peHIDI B3aHMo.neHcTBIDI C MOHOIIOJIHeH,
IIOCKOJIbKy no aHHYJIHpyeT JaTPaTbI, CBH3aHHbIe C 06H3aTeJIbHbIM
HIDI 3a peryJIHpyeMoH MOHOIIOJIHeH.

Kax

H 06'bSlCHHIO B maBe

11,

npo.no~eHHeM Ha6JIIO.ne

KOHKypeHUIDI 06eCIIeqHBaeT

COUHaJIbHO OIITHMaJIbHbIJt ypoBeHb IIpOH3BO.nCTBa 6e30 BCHKOro ueH1'paJIH30BaHHOro KOHTPQ


JUl. B peryJIHPyeMbIX MOHOIIOJIIDIX, Hao6,opoT, 06~HO TPe6yeTcH C03.naHHe .nOporocTOHIl\ero

6IOpoKpa~ecKoroaIIIIapaTa H BBe.neHHe B .neijCTBHe 3aKOHOB H HHCTPYKUHJt.

rnass 12. MOHononlflf..

273

rJlasa 13
OnMrononMSI M MOHOnOnMCTM'IeCKaR
KOHKYpeH,-,MSI
B .!J1Iio1i uale...

'-lTO AellaTb -

KOHKYpHpOBaTb HllH AOrOBOpHTbCIl H

pa60TaTb B OllHrOnOllHH?

KaK AOroBOpHBWH9CIl cPHpMbI npWIHHlllOT BpeA

nOTpe6HTellllM H 06w,eCTBY

HCnOllb30BaHHe MOAeJlH AHlleMMa 3aKJlIO'leHHOrO"


nO'leMY OAHH 06b9AHHeHHIl AOroBOpHBWHXCIl cPHpM

cPYHKIIHOHHPYIOT, a APyrHe -

HeT

KOHTPOl1b HaA cPHpMaMH, 'lT06b1 OHH He MOr11H

AorOBopHTbCIl

HcnOllb30BaHHe AHcPcPepeHLlHallHH npoAYKTa

Mil

YKJlOHeHHIl OT HAeanbHo~ KOHKYpeHIIHH

OrpaHH'leHHe npH6b111H B MOHonOl1HCTH'leCKO~

KOHKYpeHIIHH

J~aBbI
: 10

12 ,l(eTaJIbHO HCCJIe,D;yJOT ,l(Be

KP~HHe

<pOPMbI, KOTopble MOryr B03HHKHYTb

0TPaCJIH: H,l(eaJIbHCUl KOHKYPeHUHH co MHOrHMH MaJIeHbKHMH KOHKYpHpyromHMH

<pHPMaMH H MOHOnOJIHH, f,l(e eCTb TOJIbKO O,l(Ha <pHpMa (H n03TOMY OTCyrCTByeT KOHKYpeH
UHH). 3Ta rJIaBa nOCBSlIueHa ,l(B):M HHTepeCHblM npOMexyroqHblM <popMaM.
nepBCUl H3 HHX <pHpM -

3TO OJIHronOJIHSI, OTPaCJIb, B KOTOpoit eCTb TOJIbKO He6oJIbWOe qHMO

,l(Be, TPH HJlll HeMHoro 60JIbwe. CaMO CJIOBO HMeeT rpeqecKoe npOHCXO:JK,UeHHe H

03HaqaeT "MaJIO npo,l(aBUOB".

K OJIHrOnOJIHHM OTHOCSITCSI

TaKHe OTPaCJIH, KaK npOH3BO,l(CTBO

6e3aJlKOroJIbHbIX HanHTKOB, ,l(06b1t(a He<l>TH H 3JIeKTPOHHble Hrpbl. HanpHMep, Ha pbIHKe 003


aJIKOroJIbHblX HanHTKOB ,l(OMHHHPYIOT KOMnaHHH

Coke

Pepsi,

3HaqHTeJIbHO Onepe)f{llIOUJ;He

no YPOBHIO npo,l(ax<: OCTaJIbHblX npOH3BO,l(HTeJIeit fa3HpoBKH. nOXOXHM o6pa30M BcefO TPH


HJlH qeTblpe CTPaHbI npOH3BO,l(SIT 60JIbWyK> qaCTb Bceit ,l(06b1BaeMoit B MHpe He<pTH.

eCTb

TOJIbKO TPH KOMnaHHH, KOTopble npoH3BO,lUlT H np0,l(aIOT aBTOMaTbI)J)UI BH,D;eoHrp, KOTOpblMH


3aTeM nOJIb3yeTCSI BeCb MHp.
OJIHfOnOJIbHble 0TPaCJIH HHTepecHbI TeM, 'ITO B 3aBHCHMOCTH OT OC06bIX 06CTOSITeJIbCTB
<pHPMbI MOryr HJlH 6e3XaJIOCTHO KOHKYPHpOBaTb ,l(pyr C ,l(pyrOM, HJlH BblCTYnaTb e,l(HHblM
<pPOHTOM -

nOqTH TaK :lKe, KaK 3TO .zleJIaIOT MOHOnOJIHH. 3TO 3HaqHT, 'ITO B HeKOTOpblX CJIy

qaSIX OJIHfOnOJIHH MOryr 6bITb npe,l(OCTaBJIeHbI caMH ce6e, nOC}COJIbKY KOHKYPeHUHSI rapaHTH
pyeT, 'ITO OHH npOH3BO,l(SIT npo.ztYKT He COUHaJIbHO OnTHMaJIbHbIX ypOBHSIX, TOf,l(a KaK B ,l(pyrHX
CJIY'laSIX He06xo,l(HMO peryJIHpOBaHHe CO CTOpoHbI focy,l(apCTBa C UeJIbIO npe,l(yllpe:JK,UeHIDI MO
HOnOJIH3aUHH H COUHaJIbHO He:lKeJIaTeJIbHOfO nOBe,l(eHHH.

BTopoe npOMe:JKYTOqHOe COCTOHHHe OTPaCJIH Ha3bIBaeTCH He HHaqe, KaK

IteclCaJl lCoHlCypeHt(UJI -

MOHonOAucmu

3TO O,lJ,HO 11,3 COqeTaHHA H,ll,eaJIbHOH KOHKypeHUHH II, MOHOnOJIHH.

OCHOBHoe, ~O OTJI~aeT <pHPMbI 3TOro THna OT <pHpM, pa60TaIOillHX B YCJIOBIDIX H,ll,eaJIbHoH.


KOHIcypeHUHH, -

3TO

aUrjxpepeHt(uat(UJI npoiJylCma (product differentiation) -

TaKoe HRJIeHHe,

KOr,lJ,a KIDK,lJ;aH <pHpMa npOH3BO,lJ,HT HeMHoro OTJIWlaIO:mIDtcH OT ,lJ,PyrHX llpO.nyIcr.


3'ra maBa HaqHHaeTCH C ,lJ,eTaJIbHoro paCCMOTPeHHH OJIHronOJIHH II, nepeqHH TeX peweHHA,
KOTopbIe <pHPMbI 3TOro BH,ll,a ,lJ,OJDKHbI npHHHMaTb. 3aTeM nepeMeM K aHaJIH3Y ~OHOnOJIH
CTHqeCKOH KOHKYPeHUHH II, nOKlUKeM, noqeMY ,lJ,H<p<pepeHUHallHH npO,lJ,YKTa He 06H3aTeJIbHO
npHHOCHT 3HaqHTeJIbHYIO npH6bIDb.

BbtO(lp: "OJUtlffu!JtIl,IIJl /LI,f,(, czo6'op


B OTPacJIHX, r,lJ,e <PYHKUHOHHPYIOT TOJIbKO HeCKOJIbKO <PJlPM, npe,lJ,npIDITIDI ,lJ,OJDKHbI c,lJ,e
JlaTb BbI60p, KOHKYPHpOBaTb HM Mil, KoonepHpoBaTbCH.
HAeaJIbHOH KOHKYPeHUHH, onHcaHHOH B maDe

B
II,

3Ta

CH1YaUHJI oqe:fn, OTJI~aeTCH OT

11.

YCJIOBHHX HAeaJIbHO KOHKYPeHTHbIX PbIHKOB <PYHKUHOHHpyeT MHO)l(eCTBO Pa3HbIX <pHPM,

Ka)l()l;aH <pHpMa HBJIHeTCH HaCTOJIbKO MaJIOH qacTHueA pbIHKa, 'ITO ee npo.nyIcr He OKa3b1

BaeT HHKaKoro RJIHHHHH Ha PbIHOqHYIO ueHy. B pe3YJIbTaTe KOHKYPHpYIOillHe <pHPMbI TOJIbKO


npHHHMaIOT PbIHOqHYIO ueHy KaK ,lJ,aHHOCTb II, COOTBeTCTBeHHO KOppeKTHPYIOT OObeM CBoero
npoH3BO,lJ,CTBa AJIH TOro, ~bI n~HTb KaK MO)I(HO 6oJIbrnyIO npH6bIDb.

CTpaTenUI onr,UOnOflbHblX clMpM


~W:"~

O,lJ,HaKO Ha pbIHKe, r,lJ,e ecTb Deero HeCKOJIbKO npo)laBUOB, ~ 11,3 HHX npoH3BO

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