CHNG 1

GII THIEU

Muc tieu
Hieu cai goi la cach t duy kinh te
Tm hieu cac chu e trong kinh te hoc

Bai oc
Bai oc: (1) Chng 1; (2) Chng 1, 2.
Bai oc 1: Cac khai niem c ban cua kinh te hoc
Hoac (3) Chapter 1 (4) Chng 1, 2
Noi dung
1.1 Cac Khai Niem c ban
1.2 Khan hiem, la chon, chi ph c hoi
1.3 ng gii han kha nang san xuat
1.4 Gia tr

Ch n g 1: Gi i t h i eu
1
1.1 CAC KHAI NIEM
Kinh te hoc: s dung va quan ly hieu qua tai nguyen hu han e at
c mc o thoa man nhu cau vat chat con ngi cao nhat.
Tai sao kinh te hoc?
T duy kinh te
Hieu biet ve xa hoi
Hieu cac van e toan cau
La mot ngi cong dan co trach nhiem
Pham vi cua kinh te hoc: V mo va Vi mo
Kinh te hoc VI MO (Microeconomics): xem xet s van hanh
cua tng loai th trng va hanh vi cua tng n v ra quyet nh
Doanh nghiep va ca nhan.
Kinh te hoc V MO (Macroeconomics) Nghien cu hanh vi kinh
te tong hp- thu nhap, viec lam, san lng - pham vi quoc gia
Phng phap nghien cu: Chuan tac va thc chng
Kinh te hoc CHUAN TAC (Normative Economics): Phan tch
ket qua cua hanh vi kinh te, anh gia va e ngh hanh ong.
V du: Chnh phu co NEN tr gia xang?
Pha n tch chuan tac: nen lam g (kinh te hoc chnh sach)
Kinh te hoc THC CHNG (Positive Economics): tm hieu
hanh vi va s van hanh cua he thong ma khong phan xet.
Hng en giai thch s ton tai s cua kien va tai sao.
V du: Viec g se xay ra neu nha nc khong anh thue?
Ch n g 1: Gi i t h i eu
2
Phan tch thc chng the hien moi quan he nhan qua va la trung
tam cua Kinh Te Vi Mo: giai thch hien tng, kiem nh quan sat va
xay dng mo hnh d bao.
Th trng (Market): tap hp nhng ngi mua va ban thong
qua tng tac xac nh gia cua san pham.
Nganh (Industry): tap hp nhng doanh nghiep ban cung mot
loai hay nhng san pham tng t nhau.
Th trng canh tranh: Khong co mot ca nhan (ngi mua hay
ban) co the anh hng en en gia tren th trng.
Th trng khong canh tranh: ton tai tac nhan co the anh hng
en gia tren th trng.
Gia th trng: Gia ton tai trong th trng canh tranh.
Ceteris Paribus: Cong cu phan tch quan he gia hai bien, cac
bien khac khong oi.
Cac yeu to san xuat (nguon lc):
o at
o Lao ong
o Von
o Kha nang kinh doanh
Ch n g 1: Gi i t h i eu
3

Ba cau hoi can ban cua kinh te hoc:
Quan em cua quoc gia: Quan iem cua doanh nghiep:
San xuat cai g va bao
nhieu?
San xuat the nao?
Ai se nhan nhng san pham
nay?
Quyet nh san xuat
Thue, mua hang, tuyen dung,
hoach nh ngan sach.
Quyet nh phan khuc th trng.

Ch n g 1: Gi i t h i eu
4
Nen kinh te th trng: La nen kinh te trong o s trao oi c ho
tr thong qua th trng trong o gia ong vai tro quyet nh.
e th trng van hanh hieu qua can:
Phng tien trao oi: on nh va ang tin cay
Canh ranh va thong tin hoan hao: minh bach, ngi tieu
dung co u thong tin, de dang gia nhap va rut lui.
Cac nh che vng manh: Luat phap bao ve quyen s hu va
am bao hieu lc cac hp ong.
Ha tang xa hoi: chuan mc tn nhiem, long tin, tha nhan va
ngha vu.
Phan phoi thu nhap: u e tao ra s ong thuan va duy tr trat
t xa hoi va khong pha huy ong lc xa hoi

Ch n g 1: Gi i t h i eu
5
1.2 KHAN HIEM, LA CHON, CHI PH C HOI
Tai nguyen hu han
Nhu cau vo tan
Khan hiem
Chi ph c hoi (opportunity cost): Gia tr cua c hoi tot nhat a
bo qua.
Hnh 1: Mo hnh chi ph c hoi
Tai nguyen
Huu han
Mong muon
vo tan
Khan hiem Lua chon
Chi phi
co hoi

Case study: Chi ph c hoi
Sau nhieu nam lam quan ly cho mot cong ty nc ngoai tai TPHCM,
Anh Nam quyet nh t mnh kinh doanh. Nam d kien au t 150
trieu ong e lam von lu ong kinh doanh. Anh d bao doanh thu va
chi ph trung bnh ba nam au tien hoat ong cua doanh nghiep nh
sau:
Hang muc So tien
Doanh thu chnh 180,000
Thue van phong 36,000
Cac chi ph khac 20,000
Tra lng 24,000
Ban hay anh gia c hoi kinh doanh nay. Co the neu ra nhng gia
nh e phan tch.
Ch n g 1: Gi i t h i eu
6
1.3 ng gii han kha nang san xuat (Production Possibility
Frontier - PPF)
Bieu o the hien s ket hp cua hang hoa va dch vu co the san xuat
neu tai nguyen cua xa hoi c s dung hieu qua.
Hnh 2: ng gii han kha nang san xuat
800
F1
100 120
Thc
pham
0
F
E
Quan ao
D
G
A
B
500


Cac gia nh:
(1) Toan dung cac yeu to san xuat va san xuat
(2) Nguon cung yeu to san xuat khong oi
(3) Tnh trang cong nghe on nh
(4) Nen kinh te ch san xuat hai loai san pham
Nen kinh te phat trien: ng PPF dch chuyen sang phai
ac iem
Quy luat la chon: Chi ph c hoi san xuat them thc pham bang
san xuat t hn hang hoa khac.
Quy luat chi ph c hoi tang dan.
Ch n g 1: Gi i t h i eu
7
1.4 Gia tr
Thuyet nguyen lieu au vao cua gia tr
Thuyet gia tr s dung: anh gia chu quan
Hnh 3 Cac hnh thai gia tr.
V -
Doanh
thu
Chi phi
nguyen
lieu
Luong
Chi phi
von
Chi phi
nguyen
lieu
Luong
Loi tuc
kinh te
Lai van
hanh
Chi phi
nguyen
lieu
Cia tr
gia tang
(Value
added)
VT
(chi
phi
yeu
to
dau
vao)

Kinh te hoc quan tam gia tr bien te (maginal value):
anh gia chu quan cua ngi tieu dung cho mot n v san
pham tang the m (bang tien) va
Chi ph e san xuat them mot n v san pham.
1.5 Cac he thong kinh te
Cac he thong kinh te
o Nen kinh te tap trung
o Nen kinh te th trng (Laissez-faire)
Tnh t chu cua ngi tieu dung
Quyet nh san xuat
Phan phoi san lng
Ly thuyet ve gia
Ch n g 1: Gi i t h i eu
8
o Nen kinh te hon hp, th trng va chnh phu
Ch n g 1: Gi i t h i eu
9
CAU HOI THAO LUAN

1. Tm chi ph c hoi cua tng phat bieu sau
Hoc e thi kinh te hoc.
Danh ra 2 gi e chi Games.
Mua xe mi.
Sau khi tot nghiep tiep tuc i hoc.

2. Mo ta s anh oi trong moi quyet nh sau
Sau mot nam hoc met moi, Ban Nam chon i mua he xanh thay
v cac ban khac i hoc he, i lam ben ngoai.
Huy rat sieng nang tap the duc, moi ngay anh danh t nhat 30
phut e chi the thao mac du hoc cang thang.
Tuan rat voi, v vay anh vt en o.

3. Viec xay cau thu thiem bac qua song Sai Gon co y ngha nh the
nao?
Ai la ngi hng li
Ai la ngi b thiet hai
Nen tai tr nh the nao



CHNG 2
CUNG, CAU VA TH TRNG

Muc tieu
o Hieu va phan tch cac Khai niem th trng, cung va cau.
o Chnh sach cua chnh phu va c che cung - cau
Bai oc
Bai oc: (1) Chng 2;
Hoac: (3) Chapter 3, 4, 20
(4) Chng 3, 4
Noi dung
2.1 KINH TE TH TRNG
2.1.1 ac iem cua kinh te th trng
2.1.2 Dong chu chuyen thu nhap va san pham
2.2 CUNG CAU VA TH TRNG
2.2.1 Lng cau va ng cau
2.2.2 Lng cung va ng Cung
2.2.3 Can bang th trng
2.2.4 Thay oi Can Bang Th Trng
2.2.5 Phan tch thang d
Ch n g 2: Cu n g va Ca u
1
2.1 KINH TE TH TRNG VA DONG CHU CHUYEN THU
NHAP (nen kinh te ong)
2.1.1 ac iem cua kinh te th trng
S hu ca nhan
Quyen t do la chon
Li ch ca nhan
Canh tranh
He thong gia va th trng
Chnh phu can thiep rat han che

2.1.2 Dong chu chuyen thu nhap va san pham trong nen kinh te
th trng (nen kinh te ong)
TH| TRUCNG HANG HCA
B D|CH VU
TH| TRUCNG CAC YEU TC
SAN XUAT
HC GIA NH
DCANH
NGHIEP
CHNH PHU
C
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t
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x
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t
Thue
Mua HH
& DV
Tra
lng
Thue

Ch n g 2: Cu n g va Ca u
2
2.2 CUNG CAU VA TH TRNG
2.2.1 Lng cau va ng cau
Lng cau: lng cau hang hoa hay dch vu ngi mua co kha
nang va san sang mua cac mc gia khac nhau trong mot
khoang thi gian nhat nh.
Cac yeu to anh hng en cau:
o Thu nhap cua ngi tieu dung
o Gia cua cac hang hoa lien quan
o Th hieu hay s thch
o Ky vong khach hang
ng cau: Moi quan he gia gia hang hoa va san lng ngi
tieu dung san sang mua QD = QD(P)
Luat cau: San lng hang c mua co quan he nghch ao vi
gia c ban.
Thay oi san lng cau: S thay
oi san lng hang hoa ngi
tieu dung muon mua khi co s
thay oi ve gia.
Thay oi ve cau: S thay oi moi
quan he cua gia va san lng mua
do s thay oi cua yeu to khac
khong phai gia.
Q
1
Q
2
P
2
P
1
Gia
San lng
B
D'
A

Q
1
Q
2
P
1
P
2
Gia
San lng
D
B D'
A
C

Ch n g 2: Cu n g va Ca u
3
2.2.2 Lng cung va ng Cung
Lng cung: so lng hang hoa hay dch vu ngi ban co kha
nang va san sang ban cac mc gia khac nhau trong mot
khoang thi gian nhat nh.
Cac yeu to anh hng en cung:
o Cong nghe
o Gia cua cac yeu to san xuat
o Chnh sach thue
o So lng ngi san xuat
o Ky vong
ng cung: Mo i quan he gia gia cua hang hoa va so lng
nha san xuat san sang ban. QS = QS(P)
Luat cung: San lng hang c ban co quan he ty le thuan vi
gia c ban.
Thay oi san lng cung: S
thay oi san lng hang hoa
muon ban khi co s thay oi ve
gia
Thay oi ve cung: S thay oi moi
quan he cua gia va san lng cung
do s thay oi cua yeu to khac khong
phai gia.
Q
1
Q
2
P
1
P
2
Gia
San lng
S
B
A

Q
1
Q
2
P
1
P
2
Gia
San lng
S
S'
A
B
C

Ch n g 2: Cu n g va Ca u
4
2.2.3 Can bang th trng
o Gia can bang: Gia tai o cung va cau bang nhau
o C che th trng: Khuynh hng th trng t do cho phep gia
thay oi cho en khi th trng chap nhan.
Thieu hut
D tha
E
G
i
a

p
h

i
e
n

t
h
o
a
i

d
i

o
n
g

(
P
)
Thi gian s dung (Q)
S
D


Phan tch so sanh:
Chc nang ieu tiet (rationing function) - Thay oi th trng
trong ngan han:
Gia th trng thay oi lam giam s mat can bang gia
lng cung va lng cau.
Phan ng cua gia va san lng can bang do s thay oi cua
cung hay cau.
Chc nang phan bo (allocating function) thay oi th trng
trong dai han: s dch chuyen cua tai nguyen ra/vao th trng
phan ng lai s thay oi cua gia can bang cua hang hoa.
Ch n g 2: Cu n g va Ca u
5
V du:
Th hieu va s thch thay oi lam tang nhu cau nc ep trai cay va
giam nhu cau nc ngot.
S thay oi cua cau 2 san pham gay ra thieu hut nc ep trai cay
va tha nc ngot.
Phan ng lai s d tha va thieu hut trong 2 th trng lam giam th
trng nc ngot va tang th trng nc ep (Phan ng ngan han).
Trong dai han cac nha san xuat tang san lng nc ep va giam
san lng nc ngot.
S thay oi cung cau hnh thanh mot can bang mi.

Thay oi cung cau trong nga n va dai han
Thay oi ban au (ngan
han)
Thay oi tiep theo (dai han)
Tang cau lam gia tang Cung tang khi nhieu ngi gia nhap
vao th trng va ngi ban nang nang
lc san xuat
Giam cau lam gia giam Cung giam v doanh nghiep khong co
li nhuan hoac rut lui.
Tang cung lam gia giam Cau tang v th hieu va s thch ngi
tieu dung thay oi khong s dung san
pham thay the
Giam Cung lam gia tang Cau giam v th hieu va s thch ngi
tieu dung tiem kiem hang thay the

Ch n g 2: Cu n g va Ca u
6
2.2.4 Thay oi Can Bang Th Trng
Gia nguyen lieu giam:
S dch chuyen sang S
D tha Q
2
-Q
1
Can bang Q
3


S
Q
2
S
Q
2
P
Q
SS DD
P
3
Q
3
P
3
Q
3
Q
1
P
1
Q
1
P
1

Thu nhap tang:

D dch chuyen D
1
Thieu hut Q1
,
Q2

tai gia P1
Can bang Q3 tai gia P3

D D SS DD
Q
3
P
3
Q
2
Q
3
P
3
Q
2
P
Q Q
1
P
1
Q
1
P
1

Thu nhap tang, gia nguyen
lieu giam:
D tang nhieu hn S tang
Can bang th trng tai P2
D D S S
P
Q
SS
P
2
Q
2
P
2
Q
2
DD
P
1
Q
1
P
1
Q
1


Ch n g 2: Cu n g va Ca u
7
2.2.5 Phan tch thang d
Thang d
nha san
xuat
Gia 0 va Q
0
Ngi san xuat
Nha n c li t viec
Ban gia tr tha ng d
Thang d
ngi tieu
dung
San lng
0
Gia
S
D
5
Q
0
Khach hang C
10
7
Khach hang B Khach hang A
Gia 0 va Q
0
Ng i tieud ung A va B
Nha n c li t viec mua
tha ng d cua khach hang

GIA TRAN
B
A
C
Khach hang nhan
duoc thang du
tu su khac biet giua
hnh chu nhat A va
phan mat di B.
Nha san xuat mat
phan A va C.
B and C Ia
deadweight Ioss.
Deadweight Loss
San Iuong
Gia
S
D
P
0
Q
0
P
max
Q
1
Q
2
Gia su nha nuoc d|nh gia tran P
max
Thap hon gia can bang th| truong P
0
.

GIA SAN
B
A
Thang d cua
nha san xuat
se la A - C -
D. Nha san
xuat se khong
hai long
C
D
San Iuong
Gia
S
D
P
0
Q
0
P
min
Q
3
Q
2
Neu nha san xuat san xuat
Q
2
, Lng Q
2
- Q
3
Se khong ban c.

Ch n g 2: Cu n g va Ca u
8
THUE
D
S
B
D
A
Ngi mua mat A + B,
Ngi ban mat D + C,
Chnh phu thu c thue A + D
Deadweight loss la B + C.
C
San Iuong
Gia
P
0
Q
0
Q
1
P
S
P
b
t
P
b
la gia (gom ca thue) ngi mua tra.
P
S
la gia ngi ban nhan c.
Ganh nang thue c chia eu.

TR CAP
D
S
San Iuong
Gia
P
0
Q
0
Q
1
P
S
P
b
s
Giong nh thue, Li ch cua tr cap c
chia eu cho ngi mua va ngi ban
Phu thuoc vao o co dan cua cau va cung.

Ch n g 2: Cu n g va Ca u
9
AP AT THUE HOAC QUOTA E HAN CHE NHAP KHAU
Q
S
Q
D
P
W
Imports
A
B C
Bang cach han che nhap khau
Gia tang den P
C
.
Nguoi tieu dung mat A+B+C
deadweight Ioss Ia B + C.
San Iuong
Gia
D
P
0
Q
0
S
Trong th| truong tu do
Gia cua hang hoa trong nuoc
bang voi gia cua the gioi P
W
.
Neu nha nuoc ap dat
mot muc thue nhap
khau?

D
C B
Q
S
Q
D
Q
S
Q
D
A
P*
P
w
D
C B
Q
S
Q
D
Q
S
Q
D
A
P*
P
w
San Iuong
D
S
D
S

Nha san xuat trong nc nhan them A
Ngi tieu dung mat A + B + C + D.
Deadweight loss: B,C,D
Ch n g 2: Cu n g va Ca u
10
V du minh hoa
A. ieu g se xay ra neu nha nc nhap theo quota
5.00
10.00
15.00
20.00
0
0
100 200 40
Cau
Cung
Gia th|
truong tu do
Quota 60miI.
Nhap khau
Nhap khau
San xuat
trong nc
120


B. ieu g se xay ra neu nha nc a p at thue nhap khau
Cau
5.00
10.00
15.00
20.00
0
Cung
T do
thng mai
Thue S5
Nhap khau
Nhap khau
San xuat
trong nc
40 100 60 140


CHNG 3
HANH VI NGI TIEU DUNG

Muc tieu
- Hieu cac yeu to anh hng en nhu cau ve hang hoa va dch vu
cua tng ca nhan.
- Hieu s khac biet gia nhu cau ca nhan, th trng va doanh
nghiep. Giai thch nhng tac ong cua s thay oi cua gia tren th
trng.
- Hieu c cac nh ngha va tnh toan cung nh ng dung cua he
so co dan.
Bai oc:
Bai oc: (1) Chng 3; Bai oc 3: o co dan
Hoac (3) Chapter 21 (4) Chng 5
Noi dung
3.1 S thch va mc dung ch
3.1.1 S thch ngi tieu dung
3.1.2 Ngan sach
3.1.3 S la chon cu a ngi tieu dung
3.2 Nhu cau ca nhan va nhu cau th trng
3.2.1 Nhu cau ca nhan
3.2.2 Hieu ng thu nhap va thay the.
3.2.3 ng cau th trng
3.2.4 ng cau cua doanh nghiep
3.2.5 o co dan cua cau
Ch n g 3: H a n h vi n g i t i eu d u n g
1
3.1 S THCH VA DUNG CH
3.1.1 S thch ngi tieu dung
A. Gia nh c ban ve s thch
1. Completeness: Kha nang co the so sanh va xep hang nhng c hoi
la chon
Neu co hai san pham A va B, ngi tieu dung co the thch A hn B,
hoac thch B hn A, hoac khong thay s khac biet gia ca hai loai
VD: Mot ngi thch uong bia hn an kem va ngc lai co ngi thch
an kem hn uong bia.
2. Transitivity: Neu ngi tieu dung thch A hn B, va thch B hn C
co ngha la ngi nay thch A hn C.
3. More is better than less: Nhieu van hn la t.
B. Cac la cho n
- Nhom so lng hang hoa cu the e cho ngi tieu dung la
chon mot mc o hai long.
- Ngi tieu dung co the la chon mot trong sau tnh huong sau
cho viec s dung quan ao va thc pham.
La
chon
Thc
pham
Quan
ao
Hnh 2 La chon cua ngi tieu dung
T0 20 30 40
T0
20
30
40
50
A
E
D C
H
B
Thuc pham

u
a
n

a
o

A 20 30
B 10 50
D 40 20
E 30 40
G 10 20
H 10 40
Ch n g 3: H a n h vi n g i t i eu d u n g
2
C. Dung ch (Utility)
o Dung ch: (U) tieu dung mot tap hp nhng san pham se cho
ngi tieu dung mot mc o hai long.
o Neu mot ngi thch tnh huong A hn B UA>UB
o Ham dung ch: s thch cua con ngi c the hien bang ham
dung ch di dang U(X1,X2,,Xn). Vi X1,X2,,Xn la so lng
cua tng n hang hoa c tieu dung trong mot thi oan.
VD: Phan bo thu nhap cho hai loai hang hoa
X TU MU P MU/P Y TU MU P MU/P
1 12 12 3 4.00 1 21 21 6 3.50
2 22 10 3 3.33 2 33 12 6 2.00
3 28 6 3 2.00 3 42 9 6 1.50
4 32 4 3 1.33 4 48 6 6 1.00
5 34 2 3 0.67 5 51 3 6 0.50
6 34 0 3 - 6 51 0 6 -

Hnh 3 Ham dung ch va dung ch can bien
0
10
20
30
40
0 1 2 3 4 5 6
TU
MU

Ch n g 3: H a n h vi n g i t i eu d u n g
3
D. ng bang quan (Indifference curve)
- Tat ca cac ket hp
cua tng cap la chon
cho mot ngi cung
mc hai long (mc
dung ch).
- Cac ng bang quan
doc xuong di the
hien s thay the (ham
lom).
Hnh 4 ng bang quan
T0 20 30 40
T0
20
30
40
50
A
E
D C
H
B
Thuc pham

u
a
n

a
o
G
T


E. Ho ng bang quan (Indifference Maps)
o Ho ng bang quan mo ta s thch cua ngi tieu dung cho tat
ca cac ket hp hang hoa.
o Cac ng bang quan khong bao gi cat nhau.
Hnh 5 Ho ng bang quan
D
Thuc pham

u
a
n

a
o
G
T
G
2
G
3
A B
Thuc pham

u
a
n

a
o
G
T
G
2
B
A
D


Ch n g 3: H a n h vi n g i t i eu d u n g
4
F. Ty le thay the can bien (Marginal Rate of Substitution-MRS)
- MRS: Lng hang hoa ma mot ngi san sang bo qua khong s
dung e co c them mot hang hang hoa khac.
- MRS c o bang o doc cua ng bang quan. Neu co hai
hang hoa thc pham (F) va quan ao (C).
F
C
A
=

MRS

Hnh 6 Ty le thay the can bien
T
Thuc pham

u
a
n

a
o
E
A
4
6
8
T0
T2
T4
T6
2
T 3 4 2 5
D
B
C
-6
-2
-4
-T
T
T
T
MPS--(T0-T6)/T-6
MPS--(6-T0)/T--4
F
C
MRS =

Ty le thay the can bien
giam dan:
ng bang quan
lom
Khach hang thch la
chon can bang (co ca
A,B)
Thay the va bo sung
hoan toan

Hnh 7 Ty le thay the can bien
K
i
e
u

d
a
n
g
Chat luong
So thch A: co MRS cao
Hhung khach
hang nay san
sang danh doi
kieu dang de
co them chat
luong

Chat luong
So thch B: co MRS thap
Hhung khach
hang nay san
sang danh doi
chat luong de co
them kieu dang
K
i
e
u

d
a
n
g


Ch n g 3: H a n h vi n g i t i eu d u n g
5
3.1.2 Ngan sach
A. ng ngan sach
Ngan sach han che cung gii han kha nang tieu dung trong ieu
kien gia phai tra cho nhieu hang hoa va dch vu khac nhau.
ng ngan sach ch ra tat ca cac ket hp cua hai hang hoa vi
cung mot so tien thu nhap.
Ham ng ngan sach: Ngi tieu dung la chon tieu dung hai
loai hang hoa X va Y vi mc gia tng ng trong pham vi ngan
sach I.
I = XPx + YPy

Hnh 8 ng ngan sach
20 40 60 80
T0
20
30
40
0
A
D
B
E
C

u
a
n

a
o
Thuc pham
T0
20
uong ngan sach:
F + 2C - 80
o doc:
C
F
P
P
2
T
F
C
= =


Ch n g 3: H a n h vi n g i t i eu d u n g
6
B. Cac tac ong cua Thu Nhap va Gia
Thu nhap thay oi: thu nhap tang (giam) dch chuyen ng ngan
sach ra ngoai (vao trong), song song vi ng goc (gia khong oi).
Hnh 9 ng ngan sach di chuyen khi thu nhap thay oi
20 40 60 80
T0
20
30
40
0
Thuc pham

u
a
n

a
o

Gia thay oi: neu gia hang hoa tang (giam), ng ngan sach quay
vao trong (ra ngoai) quanh tai tung o goc cua hang hoa kia.
Hnh 10 ng ngan sach dch chuyen khi gia thay oi
P-2
40 80 T60
T0
20
30
40
0

u
a
n

a
o
Thuc pham
P-T
P-T/2
T20

Ch n g 3: H a n h vi n g i t i eu d u n g
7
3.1.3 S la chon cua ngi tieu dung
Ngi tieu dung se la chon hang hoa cho mc dung ch cao nhat
trong ieu kien ngan sach.
Hnh 11 La chon toi u cua ngi tieu dung
20 40 60 80
T0
20
30
40
0
Thuc pham

u
a
n

a
o
A
G
T
tai A MPS-
P
F
/P
C
-.5
l
G
2
G
3
D
C

Mc dung ch can bien & s la chon ngi tieu dung
Ngi tieu dung la chon hang hoa cho ho mc o hai long cc au
trong ieu kien ngan sach.
U = U(X,Y)
I = XPx + YPy
Ham Largrange = U(X,Y) + ( I - XPx - YPy)
ieu kien cc tr
Y X
P
G
P
X
G
Y c
c
=
c
c
=

hay
Y
Y
X
X
P
MG
P
MG
=
hay
Y
X
Y
X
P
P
MG
MG
MPS = =

Ch n g 3: H a n h vi n g i t i eu d u n g
8
3.2 Nhu cau ca nhan va nhu cau th trng
3.2.1 Nhu cau ca nhan
A Luat cau: khi gia gia tang va cac yeu to khac khong oi, san
lng cau se giam
Ly do:
- Hieu ng thay the: Gia giam co ngha la hang hoa tr nen
tng oi re hn hang hoa khac, bi vay co the thay the cho
nhng hang hoa nay.
- Hieu ng thu nhap: Gia giam tang sc mua vi cung mot mc
thu nhap v vay lam tang nhu cau hang hoa.
- Luat mc dung ch can bien giam dan: Mc o hai long gia
tang se giam dan khi gia tang tieu dung
ng dung:
- Giam gia e ban c hang nhieu hn.
- Ngay ca khi gia bang ), ngi ta cung chang muon mua.
B. Hang hoa thong thng va hang hoa th cap
Hnh 12 ng cong gia tieu dung
Can tin
N
h
a

h
a
n
g
15
30
U
3
C
15
30
U
3
C
uong cong tieu dung-thu nhap
Can tin tro thanh hang
hoa thu cap khi duong cong
tieu dung-thu nhap
cong nguoc Iai giua BC
10 5 20
5
10
A
U
1
B
U
2
Trong khoang AB,
Ca hai Ioai hang hoa deu Ia
hang hoa thong thuong

Ch n g 3: H a n h vi n g i t i eu d u n g
9
C. ng cong Engel
- ng cong Engel the hien s tng quan gia so lng hang
hoa tieu dung va thu nhap.
- Hang hoa thong thng: ng Engel doc len tren.
- Hang hoa th cap: ng cong Engel quay ngc lai.
Hnh 13 ng cong Engel
u o n g E n g e I q u a y n g u o c I a i
T h u c a p
T h o n g t h u o n g
T h u c a p
T h o n g t h u o n g
T h u c p h a m
3 0
4 8 1 2
1 0
T
h
u

n
h
a
p
2 0
1 6 0
u o n g E n g e I d o c I e n
o i v o i s a n p h a m
T h o n g t h u o n g

D. Thay the va bo sung
- Hai hang hoa c xem la thay the neu gia cua san pham nay
tang (giam) se dan en tang (giam) lng cau cua san pham kia.
- Hai san pham c xem la bo sung neu gia cua san pham nay
tang (giam) se dan en giam (tang) lng cau cua san pham kia.
- Hang hoa c xem la oc lap khi s thay oi gia cua san pham
nay khong anh hng en lng cau cua hang hoa kia.
- Neu ng tieu dung-gia DOC XUONG, hang hoa c xem la
THAY THE.
- Neu ng tieu dung-gia DOC LEN TREN, hai hang hoa nay
c xem la BO SUNG.

Ch n g 3: H a n h vi n g i t i eu d u n g
10
3.2.2 Hieu ng thu nhap va thay the.
A. Hieu ng thay the (Substitution Effect)
- Khach hang co khuynh hng mua nhieu hang hoa hn khi hang
hoa tng oi re hn, va tieu dung t i gia tang len.
- Hieu ng thay the va s thay oi tieu dung cua hang hoa lien
quan en s thay oi ve gia cua san pham trong ieu kien mc
dung ch khong oi.
- Khi gia cua hang hoa giam, hieu ng thay the luon luon dan en
s gia tang lng cau cua san pham.

B. Hieu ng thu nhap (Income Effect)
- Ngi tieu dung se cam nhan c sc mua tang len khi gia cua
hang hoa giam.
- Hieu ng thu nhap la s thay oi tieu dung cua hang hoa do
tang sc mua trong ieu kien gia cua hang hoa khong oi.
- Khi thu nhap cua mot ngi tang len, lng cau hang hang hoa
o co the tang hay giam.
- Ngay ca khi hang hoa th cap, hieu ng thay the tng oi ln
hn hieu ng thu nhap.
Ch n g 3: H a n h vi n g i t i eu d u n g
11
Hnh 14 Hieu ng thay the va thu nhap cho hang hoa thong thng
Thuc pham
C
Q
u
a
n

a
o
R
F
1
S
C
1 A
U
1
Hieu ung thu nhap, EF
2
,
(Tu D qua B) giu gia tuong
oi khong thay doi nhung
suc mua tang
Hieu ung thu nhap
C
2
F
2
T
U
2
B
Khi gia cua thuc pham giam, tieu
dung tang F
1
F
2
khi nguoi tieu
dung di chuyen tu A qua B.
E
Tong hieu ung
Hieu ung thay the
D
Hieu ung thay the F
1
E,
(tu diem A qua D), thay doi gia
tuong doi Nhung van giu muc
thu nhap that khong thay doi

Hnh 15 Hieu ng thay the va thu nhap cho hang hoa th cap
Thuc pham
C
R
Q
u
a
n

a
o
F
1
S F
2
T
A
U
1
E
Hieu ung
thay the
D
TotaI Effect
Neu thuc pham Ia hang thu cap
Hieu ung thu nhap am,
Tuy nhien hieu ung thay the
Ion hon hieu ung thu nhap
B
Hieu ung thu nhap
U
2


Ch n g 3: H a n h vi n g i t i eu d u n g
12
3.2.3 ng Cau th trng
ng cau th trng Tng quan gia so lng hang hoa tat ca
khach hang se mua vi mot mc gia.
Gia A B C Th trng
Hai iem quan trong:
Them mot khach hang, ng cau
dch chuyen sang phai.
Yeu to anh hng cau ca nhan se
anh hng en cau th trng.
1 6 10 16 32
2 4 8 13 25
3 2 6 10 18
4 0 4 7 11
5 0 2 4 6
Hnh 16 ng cau ca nhan va cua th trng
T
2
3
4
5
5 T0 T5 20 25 30
Cia
San luong
Cau th truong
D
A
D
B
D
C

3.2.4 ng cau cua doanh nghiep
- ng nhu cau cua doanh nghiep = phan nhu cau cua th trng
cua doanh nghiep
- ng nhu cau cua doanh nghiep se nhay cam hn so vi ng
cau cua th trng
Nhu cau va doanh thu
- Tong doanh thu = PxQ
- Doanh thu trung bnh = TR/Q = P
- Doanh thu can bien = dTR/dQ
Ch n g 3: H a n h vi n g i t i eu d u n g
13
Lam the nao cc ai li tc?
Li tc t =t(q) = TR TC= R(q) C(q)
Chi ph can bien: MC = TC = C(q)
Doanh thu can bien: MR = TR= R(q)
Max t t(q)=0 R(q) - C(q) = 0 MR =MC
Hnh 17 Doanh thu, chi ph va li tc cua doanh nghiep.
0 q
0
q
*
) (q t
A
B
S
C(q)
P(q)
San luong
B

tng mc san lng
0 - q0 : t = R(q) - C(q) < 0
q0 - q* : t = R(q) - C(q) > 0 li tc tang
q > q* : t = R(q) - C(q) > 0 li tc giam

tai q*: li tc at cc ai

Ch n g 3: H a n h vi n g i t i eu d u n g
14
3.2.5 o co dan cua cau
o co dan = Mc o nhay cam cua san lng cau khi co s thay oi
cua mot bien oc lap :
lap oc bien cua oi thay %
cau lng cua oi thay %
=

Tnh toan o co dan
- o co dan cung
- o co dan tai iem
A o co dan cua lng cau theo gia
P
Q
Q
P
P/P
Q/Q
E
p
= =

- EP > 1 lng cau co dan theo gia
- 0 < EP < 1 lng cau khong co dan theo gia
Hnh 18 o co dan tai nhng v tr khac nhau
Q
P r i c e
Q = 8 - 2 P
E
p
= - 1
E
p
= 0
= - E P
4
8
2
4

Yeu to anh hng en o co dan theo gia
- So san pham thay the
- S trung thanh oi vi san pha m
- Thi iem
Ch n g 3: H a n h vi n g i t i eu d u n g
15
- Phan thu nhap dung e tieu dung san pham
Ch n g 3: H a n h vi n g i t i eu d u n g
16
B. o co dan cua cau theo thu nhap
I
Q
Q
I
I/I
Q/Q
E
p

= =

- EI < 0: Hang hoa th cap
- 0< EI < 1: Hang hoa thong thng
- EI > 1: Hang hoa xa x
C. o co dan cheo
Phan tram thay oi cua cau khi co s thay oi ve thu nhap
B B

P
Q
Q
P
/P P
/Q Q
E
A
A
B
B
A A
C
= =

- EC < 0: hai hang hoa bo sung
- EC > 0: hai hang hoa thay the nhau

Case study: Ca hang cay canh
Mot ca hang cay canh ban rat nhieu loai hoa, cay canh khac, va
giong cay. Ngi chu cua ca hang nay muon biet ban chat ve nhu
cau san pham cua mnh. Anh ta ac biet quan tam en hoa. Anh a
thue t van dung nhng ky thuat thong ke e d bao nhu cau cua hoa.
Phng trnh ng cau cay hoa nh sau:
Q = 1,000 - 50 Ps + 0.05A - 50 Pt
Trong o:
Q = so lng cay canh ban trong thang
Ps = Gia cua hoa = $5
A = chi ph quang cao hang thang = $20,000
Pt = Gia cua cay canh khac = $15
Cau hoi:
1. Bien oc lap nao co tac ong ln nhat en doanh so cua hoa?
Ch n g 3: H a n h vi n g i t i eu d u n g
17
2. Neu ca hang muon tang doanh so ban Hoa, nen ap dung chien
lc nao?
Ch n g 3: H a n h vi n g i t i eu d u n g
18
CAU HOI THAO LUAN
1. Trong nhng bien co sau ay ban (sinh vien), doanh nghiep co lien
quan va th trng phan ng nh the nao?
- Gia xang tang 20%.
- Dch cum ga.
- Giam thue thu nhap ca nhan.
- Ph ien thoai giam.
- Gia nc tang gap oi va phai tra ph nc thai.
3. Trong tnh huong sau ay. Ban Nam c bo me cho 160.000
ong/thang e mua sach va xem phim. Nam can phai tieu dung
ca hai loai hang hoa. Ve xem phim gia 16.000 va moi cuon sach
gia 40.000.
Xem phim Sach
X TU MU P MU/P Y TU MU P MU/P
1 100 16 1 44 40
2 160 16 2 84 40
3 200 16 3 104 40
4 232 16 4 114 40
5 242 16 5 120 40
6 246 16 6 124 40
7 246 16 7 126 40
a. ien vao cho trong cac gia tr
b. Cac gia tr nay co phu hp vi luat mc hu ch can bien giam dan
c. Vi mc tieu dung the nao th du ng ch cua ban Nam la ln nhat.
d. Ve ng ngan sach cua ngi nay
e. Gia s gia sach giam 20.000 ieu g se xay ra.
CHNG 4
HANH VI NHA SAN XUAT
- SAN XUAT VA CHI PH

Muc tieu
Hieu moi quan he gia yeu to au vao va yeu to au ra cua san
xuat va chi ph
Hieu khai niem li ch can bien giam dan trong san xuat ngan han.
Hieu khai niem li ch t quy mo trong san xuat dai han.
Hieu hanh vi cua chi ph ngan han va dai han
Biet cac cong cu quan tr e cai tien hieu qua doanh nghiep
Bai oc
Bai oc bat buoc: (1) Chng 4;
Bai oc them: (3) Chapter 22 (4) Chng 6, 7
Noi dung
4.1 MOI QUAN HE GIA SAN XUAT VA CHI PH
4.2 HAM SAN XUAT
4.2.1 ng ang lng (Isoquant)
4.2.2 Quan he san xuat trong ngan han
4.2.3 S thay the gia cac yeu to san xuat
4.2.4 Quan he san xuat trong dai han
4.3 CHI PH SAN XUAT
4.3.1 Phan Loai Chi Ph
4.3.2 ng ang ph (Isocost)
4.3.3 Chi Ph Trong Ngan Han
4.3.4 Chi Ph Trong Dai Han

Ch n g 4: h a n h vi n h a sa n x u a t
1
4.1 MOI QUAN HE GIA SAN XUAT VA CHI PH
Hnh 1 Quan he gia san xuat va chi ph
au vao
(cac yeu to san
xuat)
Qua trnh san xuat
(ham san xuat)
Xuat pham
Chi ph au vao
La chon kinh te
trong san xuat
Chi ph (gia
thanh) cua xuat
pham
Cong nghe
san xuat
Tnh kinh te cua
san xuat
Q
u
a
n

l
y

c
o
n
g

n
g
h
e

v
a

c
h
i

p
h

4.2 HAM SAN XUAT
Ham san xuat the hien mc san lng cao nhat doanh nghiep co
the tao ra bang s ket hp cac yeu to san xuat au vao.
Ham san xuat cho mot hang hoa hay dch vu co dang:
Q = f(X1, X2, X3, , Xn) (trong ieu kien mot loai cong nghe)
San lng san xuat (Q) c xac nh bang so lng nguyen vat
lieu au vao khac nhau c s dung.
Ham san xuat the hien quy trnh nao kha thi ve mat ky thuat khi
doanh nghiep van hanh hieu qua.
Ham san xuat trong trng hp ch xet hai yeu to au vao la
Lao ong (K) va Von (L) se co dang: Q = f(K,L).
Ch n g 4: h a n h vi n h a sa n x u a t
2
4.2.1 ng ang lng (Isoquant)
ng ang lng: ng cong the hien tat ca cac kha nang ket hp
cac yeu to au vao e cho ra cung mc san lng san pham.
ng ang lng doc ve ben phai the hien s anh oi gia
hai yeu to san xuat.
Cac ng ang lng khong cat nhau.
Bang 1 Quy trnh san xuat vi hai yeu to au vao
Yeu to lao ong
Yeu to von 1 2 3 4 5
1 20 40 55 65 75
2 40 60 75 85 90
3 55 75 90 100 105
4 65 85 100 110 115
5 75 90 105 115 120
Hnh 2 Ho ng ang lng

Lao dong
1
2
3
4
1 2 3 4 5
5
Q
1
= 55
uong dang Iuong
co duoc tu ham san xuat
Co cung muc san Iuong
55, T5 va 90
A
D
B
Q
2
= T5
Q
3
= 90
C
E
Von
hang nam
Ho duong dang Iuong
Ho duong dang Iuong

- Tnh linh hoat cua yeu to au vao: co the at cung mot mc san
lng bang cach thay the yeu to san xuat au vao
- Ham san xuat ngan han: khoang thi gian co t nhat mot yeu to
san xuat khong oi. yeu to co nh va yeu to bien oi
- Ham san xuat Dai han: Thi gian u dai e tat ca cac yeu to san
xuat tr thanh yeu to bien oi
Ch n g 4: h a n h vi n h a sa n x u a t
3
4.2.2 Quan he san xuat trong ngan ha n
Tong san pham (TP): tong san lng san xuat
Nang suat trung bnh cua yeu to san xuat (APX): Mc san
lng tao ra cua tng n v yeu to au vao.
L
Q
ong lao to Yeu
lng San
AP
L


San pham can bien (MPX): Mc san lng tang them khi gia
tang mot n v Yeu To au Vao
L
Q

ong lao to yeu oi Thay
lng san oi Thay
MP
L

Bang 2 Qua trnh san xuat vi hai yeu to Lao ong va von
Lao ong
(L)
Von (K) Tong san
lng (Q)
Nang suat trung
bnh (Q/L)
Nang suat can
bien (Q/L)
0 10 0 --- ---
1 10 10 10 10
2 10 30 15 20
3 10 60 20 30
4 10 80 20 20
5 10 95 19 15
6 10 108 18 13
7 10 112 16 4
8 10 112 14 0
9 10 108 12 -4
10 10 100 10 -8
LUAT NANG SUAT CAN BIEN GIAM DAN
- Viec gia tang s dung mot yeu to san xuat (cac yeu to san xuat
khac khong oi) se dan en Nang suat gia tang giam dan.
- Khi yeu to lao ong t, Nang suat can bien MPL tang do chuyen
mon hoa.
- Khi yeu to lao ong nhieu, Nang suat can bien MPL giam do
khong hieu qua.
Ch n g 4: h a n h vi n h a sa n x u a t
4
Hnh 3 Ham san xuat va cac giai oan san xuat
-100
0
100
200
300
400
500
600
700
0 2 4 6 8 10 12
Q MRPL ARPL

Giai oan 1
Giai oan 2
Giai oan 3
MP
L
AP
L
TP
TP
MP
L
AP
L
Lao dong
Doanh li can bien
gia tang
Doanh li can bien
giam dan
Doanh li can bien
am

Ch n g 4: h a n h vi n h a sa n x u a t
5
4.2.3 S thay the gia cac yeu to san xuat
Ty le thay the ky thuat can bien cua hai yeu to san xuat (Marginal
Rate of Technical Substitution MRTS): khi gi mc san lng khong
oi, so lng cua mot yeu to san san xuat giam khi gia tang s dung
yeu to san xuat khac.
L
K
ong lao to yeu oi Thay
von to yeu oi Thay
ong lao va von cua MRTS

Hay
0
q q

L
K
K) (L, MRTS

MRTS giam dan: V ng ang lng giam dan va lom, ty le thay
the ky thuat can bien giam dan.
MRTS
L
K
MP
MP
K
L

Ty le thay the can bien cua hai yeu to san xuat bang ty le Nang suat
can bien cua hai yeu to.
V DU: Cho ham san xuat Q=f(K,L)=600K
2
L
2
-K
3
L
3
. Gia s, gia tr
von K=10, tm Nang suat can bien va Nang suat trung bnh cua yeu to
lao ong. K=10 Q = 60.000L
2
1000L
3
.
Nang suat can bien:
2
L
3000L 120.000L
L
Q
MP

. Nang suat can bien

se giam dan khi L gia tang, v vay e san lng q cc ai: MPL=0
120.000L-3000L
2
=0 L=40, Q=32 mil.
Nang suat trung bnh:
2
L
1000L 60.000L
L
Q
AP
. ay la ham
parapol, e AP cc ai,
0 2000L 60.000
L
AP
L

L=30, APL =
900.000.
Ch n g 4: h a n h vi n h a sa n x u a t
6
4.2.4 Quan he san xuat trong dai han
Trong dai han tat ca cac yeu to san xuat eu la bien oi
Quy mo thay oi dan en thay oi yeu to au vao
Hieu suat san xuat t quy mo
San lng theo quy mo: san lng gia tang khi yeu to san xuat
gia tang ty le vi nhau.
Neu ham san xuat Q=f(K,L) va tat ca cac yeu to c nhan
bang mot hang so khong oi m, (m>1) th
San lng tang theo quy mo: khi san lng tang ln hn gap
oi khi tang yeu to san xuat gap oi;
F(mK,mL) > mf(K,L) = mQ
San lng khong oi theo quy mo: khi san lng tang gap oi
khi tang yeu to san xuat gap oi;
F(mK,mL) = mf(K,L) = mQ
San lng giam theo quy mo: khi san lng tang nho hn gap
oi khi tang yeu to san xuat gap oi;
F(mK,mL) < mf(K,L) = mQ
Hnh 4 San lng khong oi theo quy mo yeu to san xuat
5 10 15 0
2
4
6
A Von
Lao do ng
10
30
20

San lng va yeu to au
vao tang ty le vi nhau,
qua trnh san xuat dch
chuyen doc theo ng
OA

Ch n g 4: h a n h vi n h a sa n x u a t
7

4.3 CHI PH SAN XUAT
4.3.1 Phan Loai Chi Ph
Chi ph ke toan (Accounting cost): Chi ph thc s phat sinh
cong vi chi ph khau hao thiet b (explicit costs)
Chi ph c hoi (Opportunity cost): chi ph lien quan en c hoi
a bo qua khi tai nguyen cua doanh nghiep khong c dung e
a vao cach s dung tot nhat (implicit costs).
Chi ph kinh te (Economic cost): Chi ph doanh nghiep s dung
tai nguyen kinh te trong san xuat, bao gom ca chi ph c hoi.
Chi ph chm (Sunk cost): chi tieu a phat sinh ma khong the
phuc hoi.
Chi ph bien oi (Variable cost-VC): loai chi phthay oi khi san
lng thay oi.
Chi ph co nh (Fixed cost-FC): Chi ph khong thay oi vi
nhieu mc san lng khac nhau
Tong chi ph (Total cost-TC): tong chi ph kinh te cua san xuat
bao gom chi ph co nh va chi ph bien oi
V du:
Doanh nghiep at coc $5.000 mua van phong A $50.000. Tong chi
tieu mua van phong nay A se la PA=$55.000. Mot van phong khac
PB=$52.250 c e ngh.
Mua van phong nao?
Chi ph chm:
Chi ph kinh te cua A:
Chi ph kinh te cua B:
Ch n g 4: h a n h vi n h a sa n x u a t
8
4.3.2 NG ANG PH (Isocost)
Ham chi ph san xuat C = wL + vK
ng ang ph the hien tat ca nhng trng hp mua ket hp gia L
va K vi cung mot mc chi ph: K = C/v (w/v)L
o doc cua ng ang ph K/L=-w/r
o doc la ty so mc lng so vi chi ph thue von.
Ty le tai o von co the thay the cho lao ong ma khong thay oi
chi ph.
4.2.3 CHI PH TRONG NGAN HAN
Trong ngan han co t nhat mot yeu to co nh ham chi ph trong
ngan han: TC = FC + VC
Chi ph can bien (Marginal cost-MC): s gia tang chi ph t viec
san xuat them mot n v san pham.
Trong ngan han chi ph co nh khong thay oi, v vay chi ph
can bien chnh bang chi ph bien oi trong tng n v gia tang:
Q
TC
Q
VC
MC

Trong trng hp ham chi ph lien tuc
' TC

Q
TC
Q
VC
MC

Chi ph trung bnh (Average Total Cost - ATC): chi ph san xuat
tng n v san pham. ATC=TC/Q
Chi ph co nh trung bnh (Average Fixed Cost - AFC): chi ph
co nh tren tng n v san pham. AFC=FC/Q
Chi ph bien oi trung bnh (Average Variable Cost - AVC): Chi
ph bien oi tren tng n v san pham. AVC=AC/Q
Ch n g 4: h a n h vi n h a sa n x u a t
9
Bang 3 Cac loai chi ph ngan han cua doanh nghiep
San lng FC VC TC MC AFC AVC ATC
0 50 0 50 --- --- --- ---
1 50 50 100
2 50 78 128
3 50 98 148
4 50 112 162
5 50 130 180
6 50 150 200
7 50 175 225
8 50 204 254
9 50 242 292
10 50 300 350
Hnh 5: Cac ng cong chi ph ngan han cua doanh nghiep
0
50
100
150
200
250
300
0 2 4 6 8 10
FC VC TC
0
10
20
30
40
50
60
70
80
90
100
0 2 4 6 8 10
MC --- AFC --- AVC --- ATC ---

Ch n g 4: h a n h vi n h a sa n x u a t
10

CAC YEU TO ANH HNG EN CHI PH NGAN HAN
San lng tang va chi ph: Gia tr San lng Q gia tang nhieu
hn so vi chi ph au vao va chi ph bien oi, ket qua nay dan
en tong chi ph giam khi san lng tang.
San lng giam va chi ph: Gia tr San lng Q giam nhieu hn
so vi chi ph au vao va chi ph bien oi, ket qua nay dan en
tong chi ph tang khi san lng tang.
Hnh 6 Moi quan he gia nang suat va chi ph ngan han
C
h
i

p
h

S
a
n

p
h
a
m

t
r
u
n
g

b

n
h
,

c
a
n

b
i
e
n
MP AP
MC
AC
So lng lao ong
San lng

Ch n g 4: h a n h vi n h a sa n x u a t
11
4.3.4 CHI PH TRONG DAI HAN
Trng hp san lng khong oi theo quy mo yeu to san xuat:
Neu yeu to tang gap oi, san lng tang gap oi va chi ph trung
bnh khong thay oi moi mc san lng.
Trng hp san lng tang theo quy mo yeu to san xuat: Neu
yeu to tang gap oi, san lng tang hn gap oi va chi ph trung
bnh giam khi tang san lng.
Trng hp san lng giam theo quy mo yeu to san xuat: Neu
yeu to tang gap oi, san lng gia tang t hn gap oi va chi ph
trung bnh tang khi tang san lng.
Trong dai han, doanh nghiep co the co san lng tang hoac
giam theo quy mo yeu to au vao, v the ng cong chi ph
trung bnh co dang ch U.
ng cong chi ph can bien dai han (LMC) the hien s thay oi
trong tong chi ph dai han khi san lng tang san lng.
Hnh 7 Chi ph trung bnh va chi phi can bien dai han
LMC
LAC
A
Chi
ph
San Iuong

Chi ph can bien dai han
(LMC) se nh hng chi ph
trung bnh dai han (LAC):
Neu LMC < LAC,
LAC giam
Neu LMC > LAC,
LAC tang
V vay, LMC = LAC tai v
tr LAC min
ng cong chi ph trung bnh dai han (LAC) co dang ch U la
do tang va giam san lng do quy mo (decreasing/increasing
returns to scale).
ng cong chi ph trung bnh ngan han (SAC) co dang ch U la
do hieu qua yeu to san xuat giam (dimishing returns to factors of
production).
Ch n g 4: h a n h vi n h a sa n x u a t
12

Hnh 8 Chi ph dai han trong trng hp san lng khong oi theo
quy mo
SMC
1
SAC
1
Chi
ph
San Iuong
SMC
2
SAC
2
SMC
3
SAC
3
LAC=LMC
Q
1
Q
2
Q
3
C


Hnh 9 Chi ph dai han trong trng hp tnh kinh te nh quy mo va
tnh phi kinh te nh quy mo
SMC
1
SAC
1
Chi
ph
San Iuong
SMC
2
SAC
2
SMC
3
SAC
3
LMC
Q
0
Q
1
C LAC


Ch n g 4: h a n h vi n h a sa n x u a t
13
A. TNH KINH TE VA PHI KINH TE NH QUY MO
Tnh kinh te nh quy mo: chi ph trung bnh giam khi gia tang san
lng san xuat trong dai han.
Tnh phi kinh te nh quy mo: chi ph trung bnh gia tang khi tang
san lng.
o co dan san lng va chi ph:
AC
MC
C/Q
C/Q
Q/Q
C/C
E
c


E
C
< 1 MC < AC: Tnh kinh te nh quy mo.
E
C
= 1 MC = AC: Tnh kinh te khong oi nh quy mo.
E
C
> 1 MC > AC: Tnh phi kinh te nh quy mo.

B. TNH KINH TE NH PHAM VI
Khi san lng san xuat hai loai san pham trong mot doanh nghiep ln
hn do hai doanh nghiep rieng biet san xuat.
ng cong chuyen hoa san xuat: S ket hp gia hai loai san
pham trong cung mot mc yeu to au vao L & K.
Hnh 10 ng cong chuyen hoa san xuat
C
1
C
2
So xe
o to
So xe may 0

Cac ng cong chuyen
hoa co he so goc am
Bi b ng cong chuyen
hoa loi, viec ket hp san
xuat la co li.
Khong co mot moi lien he
trc tiep gia tnh kinh te
nh quy mo va tnh kinh te
nh pham vi.
Ch n g 4: h a n h vi n h a sa n x u a t
14
Ty le tiet kiem chi ph do hai hay nhieu san pham cung san xuat so
vi san xuat rieng biet.
) , (
) , ( ) ( ) (
2 1
2 1 2 1
Q Q C
Q Q C Q C Q C
SC

Neu SC > 0 Tnh kinh te nh pham vi
Neu SC < 0 Tnh phi kinh te nh pham vi
C. HIEU UNG HCC TAP su thay doi dong cua chi ph
ng cong hoc tap o lng tac ong cua kinh nghiem cong
nhan len chi ph.
ng cong mo ta moi quan he gia san lng tch luy cua
doanh nghiep va lng yeu to au vao can san xuat tng n v
san pham.
Hnh 11 Tnh kinh te nh quy mo va hieu ng hoc tap
Gio
Iao
dong
San Iuong tch Iuy
A
C
Hoc tap
Tnh kinh te
nho quy mo
B


Ch n g 4: h a n h vi n h a sa n x u a t
15
CAU HOI THAO LUAN

CHNG 5
CAU TRUC TH TRNG

Muc tieu
- Hieu ac iem cua 4 loai cau truc th trng va hanh vi cua cac
doanh nghiep trong cac th trng nay.
- Phan tch cac quyet nh trong tng loai th trng.

Bai oc
Bai oc: (1) Chng 5;
Hoac (3) Chapter 23, 24, 25 (4) Chng 8, 9, 10

Noi dung
5.1 Phan Loai Th Trng
5.2 Mo Hnh Th Trng Canh Tranh Hoan Hao
5.3 Mo Hnh oc Quyen Thuan Tuy
5.4 Th Trng Canh Tranh oc Quyen
5.5 Mo Hnh Th Trng Canh Tranh Nhom


Ch n g 5: Ca u t r u c t h t r n g
1
5.1 PHAN LOAI TH TRNG
Th trng: Tap hp nhng ngi mua va ban tiem nang cua mot san
pham cu the.
Cach phan loai
o tap trung: so ngi mua va ngi ban tren th trng va kch
c tng oi cua tng doanh nghiep.
Loai san pham: giong, khac.
Rao can gia nhap: mc o van ong cua tai nguyen.
Thong tin va kien thc ve th trng.
Kha nang kiem soat gia.
Sap nhap doc/ ngang.
Tai sao cau truc th trng?
Anh hng en quyet nh mua/ban.
Xac nh san lng va gia ban.
Cac ac tnh cua cau truc th trng
Cau truc th trng So doanh
nghiep
ieu kien
gia nhap
Thay the
Canh tranh hoan hao Nhieu De dang Hoan toan
Canh tranh oc quyen Nhieu De dang Khong hoan toan
oc quyen nhom t Kho Ca hai
oc quyen thuan tuy Mot Han che Kho
Canh tranh
hoan hao
Canh tranh
doc quyen
oc quyen
nhom
oc quyen
thuan tuy


Ch n g 5: Ca u t r u c t h t r n g
2
5.2 MO HNH TH TRNG CANH TRANH HOAN HAO
5.2.1 Cac ac tnh cua th trng canh tranh hoan hao
Nhieu ngi ban va mua, quy mo nho khong co kha nang tac
ong en gia cua th trng.
San pham hoan toan giong nhau: Cac san pham thay the cho
nhau hoan toan.
Thong tin hoan hao.
De dang gia nhap hoac rut lui trong dai han: ca ngi mua lan
ngi ban.
Doanh nghiep chu gia (Price-takers).
Ch co mot gia (luat mot gia).

Hnh 1 ng cau th trng va doanh nghiep trong th trng canh
tranh hoan hao.
D
S
T0
20
30
40
0 250 350 450
C
i
a

c
u
a

h
a
n
g

h
o
a

(
P
)
d-P-MP
T0
20
30
40
0 250 350 450
Th trng canh tranh hoan hao
Doanh nghiep canh tranh hoan hao

Ch n g 5: Ca u t r u c t h t r n g
3
5.2.2 Doanh nghiep canh tranh hoan hao trong ngan han
Hnh 2 Doanh nghiep canh tranh hoan hao cc ai li lc
San luong hang hoa ()
T0
20
30
40
0 T
C
i
a

c
u
a

h
a
n
g

h
o
a

(
P
)
MC
d-P-MP
AVC
D
2 3 5
S
ATC
Li tc mat i
do q>q*
L i t c ma t
i do q<q*
A
B C
q
T
q* q
2

ac tnh cua Doanh nghiep trong Th Trng Canh Tranh Hoan Hao
ngan han
Doanh thu: R = P x q
Doanh thu trung bnh: AR = R/q = P
Doanh thu can bien: MR = AR/Aq
Doanh thu tang len chnh bang gia cua mot san pham:
MR = P = AR
ng cau doanh nghiep canh tranh hoan hao: d = P= MR
Ap dung quy tac cc ai li tc: MC = MR = P
Tai D? Tai A?
- Li tc t =TR TC= PQ ATC*Q =Q(P-ATC)
- ieu g xay ra neu P < ATC?
Ch n g 5: Ca u t r u c t h t r n g
4
Hnh 3 Doanh nghiep canh tranh hoan hao trong ngan han
T0
20
30
40
0 T
San luong hang hoa ()
C
i
a

c
u
a

h
a
n
g

h
o
a

(
P
)
MC
d-P-MP
ATC E
A
J
C
B
A
2 3 4 5
S
T0
20
30
40
0 T
C
i
a

c
u
a

h
a
n
g

h
o
a

(
P
)
MC-s
d'-P'-MP'
AVC
F
H
C
B
2 3 4 5
S
ATC
Shutdown point
B'
E'
A'
J
EE
H

Phan ng MC t AVC (iem ong ca) la ng cung cua
doanh nghiep trong ngan han
Khi gia nguyen lieu thay oi ng MC dch chuyen san
lng tai li tc cc ai thay oi

Ch n g 5: Ca u t r u c t h t r n g
5
Hnh 4 ng cung th trng trong ngan han

2 4 5 7 8 T0 T5 2T
P
2
P
T
P
3
S
MC
T
MC
2
MC
3

5.2.3 San lng trong dai han
Hnh 5 San lng cua doanh nghiep trong th trng canh tranh trong
dai han
San luong
T0
20
30
40
0
LMC
P-MP
SMC
D
ATC
C
SAC
C
A
B
q
2
q
T
q
3
E
F
Cia

Trong dai han, doanh nghiep co li tc kinh te bang 0.
Ch n g 5: Ca u t r u c t h t r n g
6
Hnh 6 Can bang canh tranh trong dai han
30
40
0
LMC
ATC
q
2
Cia
P
2
P
T
Doanh nghiep
San luong
S
T

T
Cia Hganh
San luong
2
S
2
P
2
P
T


5.2.4 Cac ng cung nganh trong dai han
Hnh 7 ng cung dai han nganh co chi ph khong oi
30
40
0
LMC
ATC
q
T
Cia
P
2
P
T
Doanh nghiep
San luong
S
T

T
Cia Hganh
San luong
2
S
2
P
2
P
T
S
L
C
B A
C
q
2

Ch n g 5: Ca u t r u c t h t r n g
7
Hnh 8 ng cung dai han cua nganh co chi ph gia tang
P
T
0
MC
T
AC
T
q
T
Cia
Doanh nghiep
San luong
S
2

T
Cia
Hganh
San luong

3
S
L
P
T
A
B
q
2
MC
2
AC
2
P
3
P
2
D
T
D
2
S
T

2
P
3
P
2

Nganh co chi ph giam ng cung dai han doc xuong

Hnh 9 Tac ong cua thue en chi ph doanh nghiep
P
T
0
MC
T
AC
T
+t
q
T
Cia Doanh nghiep
San luong q
2
MC
2
-MC
T
+t
AC
2
AC
T

Ch n g 5: Ca u t r u c t h t r n g
8
Hnh 10 Tac ong cua thue en nganh
P
2
0
T
San luong
S
2
-S
T
+t
S
T
D
Cia

2
P
T
t

Hnh 11 Ganh nang cua thue en nganh
D
S
t
P
S
P
0
P
b

P
D
S
t
P
S
P
0
P
b

P
Canh nang cho nguoi tieu dung Canh nang cho nha san xuat

ng cung va cau cua th trng se quyet nh ganh nang cua chnh
sach thue
Ch n g 5: Ca u t r u c t h t r n g
9
5.3 MO HNH OC QUYEN THUAN TUY (PURE
MONOPOLY)
5.3.1 Sc manh th trng
Kch c doanh nghiep
Ty le tap trung
Sc manh th trng
5.3.2 oc Quyen Ban (Monopoly)
A. ac iem
Mot doanh nghiep trong nganh.
Khong co san pham thay the
Rat kho gia nhap
Ngi mua chu gia.
Tai sao?
Chnh sach cua nha nc.
San pham ac biet.
Sap nhap e hnh thanh mot.
Canh tranh loai bo tat ca oi thu va ch con mot.

B. Hanh vi cua nha oc quyen trong ngan han
ng cau th trng = ng cau doanh nghiep
Khong ton tai ng cung oc quyen
Gia s
ng cau doanh nghiep: P = a bQ
Tong doanh thu: TR = PxQ = aQ bQ
2
.
Doanh thu trung bnh: AR = TR/Q = P
Doanh thu can bien: MR = TR = a 2bQ
Ch n g 5: Ca u t r u c t h t r n g
10
Hnh 12 ng cau, doanh thu can bien cua nha oc quyen
D-AP
San luong
S
Co dan
Khong Co
dan
MP
Co dan
don v
Tong
doanh
thu
San luong

C. Quyet nh san lng
Hnh 13 Doanh nghiep oc quyen xac nh mc san lng tai o li
tc at cc ai
MP
AC
MC
D-AP
P
T
P*
P
2
Loi tuc mat
di do san
xuat it va
dnh gia cao
Loi tuc mat di
do san xuat
nhieu va dnh
gia thap

T
*
2
San luong
Cia


Ch n g 5: Ca u t r u c t h t r n g
11
Hnh 14 Li tc cua doanh nghiep oc quyen
$
MR
AR
AC
MC
San lng
P
C

Hnh 15 Doanh nghiep oc quyen lo
$
MR
AR
AC
MC
C
P


Gain
Loss
P
2
P
1
Q
1
Q
2
D
P
Q

Ch n g 5: Ca u t r u c t h t r n g
12
D. Quy tac nh gia theo kinh nghiem

|
|
.
|

\
| +
=
|
|
.
|

\
|
+ =
|
.
|

\
|
c
c
|
.
|

\
|
+ =
c
c
+ =
c
c
+
c
c
=
c
c
=
c
c
=
d
d
d
E
E T
P
E
T
P P

P
P

P P MP

P
P

TP
MP

Cc ai li nhuan MC = MR
d
E T
MC
P
/ 1 +
=

Vi Ed= o co dan gia cua cau cua doanh nghiep.

5.3.3 C s cua oc quyen
- o co dan cua cau th trng
- So doanh nghiep trong th trng
- Tng tac gia cac doanh nghiep
Hnh 16 Li tc cua oc quyen phu thuoc vao o co dan cua ng
cau th trng
P*
MC
AP
MP
P*-MC
S/
* San luong
MC
AP
MP
P*-MC
S/
* San luong
P*


Ch n g 5: Ca u t r u c t h t r n g
13
5.3.4 Chi ph xa hoi cua oc quyen
Hnh 17 Chi ph xa hoi do oc quyen
A
B
C
MC
AP
MP
S/

P
C
P
m

m
Phan thang du khach
hang mat di
Deadweight
Loss
Deadweight
Loss

Hnh 18 Nha nc quy nh gia
MC
AP
MP
S/

P
T
P
m

m
AC
P
c
P
2
Doanh thu can
bien khi gia
quy nh khong
cao hn P1

c

3.3.4 Van e cua doanh nghiep oc quyen
- nh gia phan biet (Price discrimination):
- Quy nh cua nha nc ve luat chong oc quyen.
- oc quyen t nhien.
Ch n g 5: Ca u t r u c t h t r n g
14
5.4 TH TRNG CANH TRANH OC QUYEN
5.4.1 Khai niem
- Canh tranh oc quen: th trng ma cac doanh nghiep co the gia
nhap de dang, moi san pham co nhan hieu rieng hoac san pham
khac biet
- Cac ac tnh
o Rat nhieu doanh nghiep
o T do gia nhap hay rut lui
o San pham khac biet nhng thay the nhau.
- Mc o sc manh canh tranh phu thuoc vao s khac biet cua san
pham: Kem anh rang, Bot giat, soap, shapoo, Thuoc cam
Ten nhan hieu Colgate Close-up P/S
Cong ty Colgate-
Palmolive
Unilever Unilever
ac tnh Khong sau rang Trang rang Gia re

5.4.2 Doanh nghiep canh tranh oc quyen
Hnh 19 Canh tranh oc quyen trong ngan-dai han
$
MR
SR
D
SR
AC
MC
San lng
P
SR
Q
SR
$
MR
LR
D
LR
AC
MC
San lng
P
SR
Q
LR
Ngan han Dai han

Ch n g 5: Ca u t r u c t h t r n g
15

A. Ngan han B. Dai han
o ng cau doc xuong (san
pham khac biet)
o Li tc thu hut nhieu doanh
nghiep gia nhap
o Cau tng oi co dan san
pham thay the
o Cau doanh nghiep cu giam
Qua DLR
o MR < P o San lng va gia se giam
o Cc ai li tc MR = MC o San lng cua nganh tang
o Doanh nghiep co li tc kinh
te
o Khong con li tc kinh te

5.4.3 So sanh canh tranh oc quyen va canh tranh hoan hao
Hnh 20 Canh tranh oc quyen va hoan hao
$
MR
LR
D
LR
AC
MC
San lng Q
LR
Dai han
$
D=MR
AC
MC
San lng Q
Dai han
Deadweight
loss

Cau hoi
o Neu th trng canh tranh oc quyen tr thanh canh tranh hoan
hao, gia va san lng the nao?
o Nen co nhng quy nh nao cho canh tranh oc quyen?
o Sc manh oc quyen cua cac doanh nghiep nay?
Ch n g 5: Ca u t r u c t h t r n g
16
o au la li ch cua a dang hoa san pham?
Ch n g 5: Ca u t r u c t h t r n g
17
5.5 MO HNH TH TRNG CANH TRANH NHOM
5.5.1 Khai niem
o So doanh nghiep t.
o San pham co the khac biet hoac khong.
o Rao can gia nhap ln.
V du: Xe o to, Thep, Hoa dau, thiet b ien, may tnh
Rao can gia nhap
o T nhien: tnh kinh te nh quy mo, ban quyen, cong nghe,
thng hieu chap nhan.
o Hanh ong chien lc: Bao trum th trng, kiem soat yeu to
au vao (Debeers, OPEC)
Van e
o Cac hanh ong chien lc
o Hanh vi cua oi thu

5.5.2 ng dung trong nh gia
- Trong mot so th trng oc quyen, hanh vi nh gia tai mot thi
iem co the tao ra moi trng nh gia d oan c va co the
ham y hp tac.
- Nhng cung co mot so doanh nghiep rat la tao bao, khong the
hp tac
o Doanh nghiep ngai thay oi gia v ngai phan ng cua oi
thu.
o Gia se on nh.

Ch n g 5: Ca u t r u c t h t r n g
18
5.5.3 Gia on nh va ng cau gay
- Neu mot doanh nghiep tang gia, oi thu se khong tang gia
ng cau co dan.
- Neu doanh nghiep giam gia, oi thu se giam gia theo ng
cau khong co dan.
Hnh 21 ng cau gay
* San luong
S/
P*
MC'
MC
D
MP

5.5.4 Mo hnh Cartel
- Cac doanh nghiep trong Cartel ong y hp tac e nh gia va
san lng.
- Neu co u so lng doanh nghiep trong cartel, th trng tng
oi khong co dan
- Cartels co the nh gia cao
Hai ieu kien e Cartel thanh cong:
To chc Cartel ben vng trong o cac thanh vien tuan thu mc
san xuat tai mc gia va san lng a ky ket.
Ch n g 5: Ca u t r u c t h t r n g
19
Tiem nang e tao ra sc manh oc quyen
Ch n g 5: Ca u t r u c t h t r n g
20
5.6 LAM SAO THAY OI MOI TRNG CANH TRANH
Tac ong len pha cau
Tang nhu cau o co dan t hn

Khac biet hoa san pham
Thay oi mot so ac tnh cua san pham, nham tao ra s khac biet ln
hn so vi san pham cua cac oi thu canh tranh, tao s thu hut vi
khach hang.
S khac biet co the la hi hnh hoac vo hnh .

Khuyen mai
Quang cao, gia tang lc lng ban hang, cung cap cac dch vu hau
mai tot hn.
Trong ngan han, neu ch co mot so t doanh nghiep tang cng quang
cao va khuyen mai co the gianh c th phan.
tao s khac biet hay tang cng cac hoat ong khuyen mai se tac
ong len nhu cau nhng ong thi cng lam tang chi ph hoat ong.
Trong dai han cac doanh nghiep hoat ong tai iem sa n lng hoa
von, va neu tat ca cac XN eu gia tang cac hoat ong quang cao va
khuyen mai th trong dai han cac DN co the duy tr c th phan cua
mnh.

Ho tr t pha chnh phu
Han che ve xuat nhap khau hay han ngach.
Bao ho, tr cap.

Ch n g 5: Ca u t r u c t h t r n g
21