市场结构

Market Structures

Objectives / 学习目标

  • Understand the four main market structures 理解四种主要的市场结构
  • Identify real-world examples of each type 识别每种类型的实际例子
  • Analyze how competition affects consumers and prices 分析竞争如何影响消费者和价格
  • Learn key economics vocabulary 学习关键经济词汇

Key Vocabulary / 关键词汇 (Part 1)

Market Structure (市场结构) - How a market is organized

Perfect Competition (完全竞争) - Many sellers, identical products

Monopoly (垄断) - One seller controls the market

Oligopoly (寡头垄断) - Few sellers control the market

Key Vocabulary / 关键词汇 (Part 2)

Monopolistic Competition (垄断性竞争) - Many sellers, differentiated products

Supply and Demand (供给和需求) - Forces that determine prices

Price (价格) - What consumers pay

Product Differentiation (产品差异化) - Making products different

Key Vocabulary / 关键词汇 (Part 3)

Advertising (广告) - Promoting products to consumers

Collusion (串通) - Secret cooperation between companies

Price Fixing (价格操纵) - Illegally setting prices together

Barriers to Entry (进入壁垒) - Obstacles for new businesses

Market Structures / 市场结构

What is it?

Market structures describe the organization and characteristics of a market.

市场结构描述市场的组织方式和特征。

Questions to ask

  • How many sellers? 有多少卖家？
  • Same or different products? 产品相同还是不同？
  • Easy for new businesses? 新企业容易进入吗？

The Four Types / 四种类型

  1. Perfect Competition / 完全竞争
  2. Monopolistic Competition / 垄断性竞争
  3. Oligopoly / 寡头垄断
  4. Monopoly / 垄断

What can you buy in the school?

1. Perfect Competition / 完全竞争

Characteristics / 特征:

  • Many buyers and sellers 许多买家和卖家
  • Identical products (完全相同的产品)
  • Easy to enter and exit 容易进入和退出
  • Businesses are price takers (价格接受者)

Price in Perfect Competition / 完全竞争中的价格

Key Question / 关键问题

How is price determined? 你认为价格是如何决定的？

Price is set by Supply and Demand 价格由供给和需求决定

Supply and Demand Graph / 供给和需求图表

Discussion: Competition Methods

讨论：竞争方式

1. Perfect Competition / 完全竞争:

In perfect competition, all products are the same.

在完全竞争中，所有产品都是相同的。

If products aren’t the same, how can businesses compete?

如果产品不同，企业如何竞争？

  • Better quality 更好的质量
  • Lower prices 更低的价格
  • Advertising 广告
  • Better service 更好的服务
  • Brand image 品牌形象

2. Monopolistic Competition / 垄断性竞争

Characteristics / 特征:

  • Many sellers 许多卖家
  • Differentiated products (差异化产品)
  • Some price control (价格管制)
  • Heavy advertising (大量广告)

Examples of Monopolistic Competition / 垄断性竞争的例子

What are some examples? 有哪些例子？

What businesses can you think of?

  • Restaurants 餐厅 (Chinese, Italian, Mexican)
  • Coffee shops 咖啡店 (Starbucks, Luckin, local cafes)
  • Clothing brands 服装品牌 (Nike, Adidas, Li-Ning)
  • Phone brands 手机品牌

Advertising Campaigns / 广告活动

Can you think of famous ads? / 能想到著名广告吗？

Advertising that shows product differences: 展示产品差异的广告：

  • Nike: “Just Do It” - sports performance 运动表现
  • Apple: “Think Different” - innovation 创新
  • Coca-Cola vs Pepsi: Taste tests, lifestyle 口味测试，生活方式

Why spend so much on advertising? 为什么花这么多钱做广告？

3. Oligopoly / 寡头垄断

Characteristics / 特征:

  • Few large sellers (e.g., 2-10 companies) 少数大公司
  • High barriers to entry (高进入壁垒)
  • Products: can be similar or different 产品：相似或不同
  • Companies are interdependent (相互依存)

Examples of Oligopolies / 寡头垄断的例子

What industries have few big companies? / 哪些行业只有几家大公司？

Can you name some? 你能说出一些吗？

  • Smartphones 智能手机: Apple, Samsung, Huawei
  • Cars: Toyota, VW, GM, Tesla
  • Soft drinks: Coca-Cola, Pepsi
  • Airlines 航空公司: Few major carriers

Collusion and Price Fixing / 串通和价格操纵

Why is this negative? / 为什么是负面的？

Collusion (串通) = Secret cooperation between companies

Price Fixing (价格操纵) = Illegally agreeing on prices

This is illegal in most countries! 在大多数国家是非法的！

Who Gets Hurt? / 谁受到伤害？

Discussion / 讨论

Why is collusion considered negative?

为什么串通被认为是负面的？

  • Eliminates competition 消除竞争
  • Artificially high prices 人为抬高价格
  • No consumer choice 消费者没有选择
  • Consumers (消费者) pay more 支付更多
  • New businesses 新企业 cannot enter 无法进入
  • Economy 经济 becomes inefficient 效率降低

4. Monopoly / 垄断

Characteristics / 特征:

  • ONE seller controls everything 单个卖家控制所有
  • No close substitutes 没有相近替代品
  • Very high barriers to entry (极高的进入壁垒)
  • Complete price control 完全价格控制

The Game vs. Real Life / 游戏与现实

Who has played Monopoly (the game)? 谁玩过垄断游戏？

How do you win? 怎么赢这个游戏？

How to Win at Monopoly

  • Buy all properties 买下所有房产
  • Charge high rent 收取高租金
  • Eliminate opponents 淘汰对手
  • Control everything 控制一切

Just like a real monopoly! 就像真实的垄断！

Review Questions / 复习问题

  1. In which market structure is price set ONLY by supply and demand? 哪种市场结构中价格只由供给和需求决定？

  2. Which type uses the most advertising? Why? 哪种使用最多广告？为什么？

  3. Why is collusion illegal? 为什么串通是非法的？

Final Discussion / 最终讨论

Which market structure is best for:

哪种市场结构最适合：

  • Consumers? 消费者？
  • Businesses? 企业？
  • The economy? 经济？

Vocabulary Review Cards / 词汇复习卡

Match the English and Chinese: 匹配英文和中文：

  • Perfect Competition ↔︎ 完全竞争
  • Monopoly ↔︎ 垄断
  • Oligopoly ↔︎ 寡头垄断
  • Product Differentiation ↔︎ 产品差异化

Practice Activity / 练习活动

Find examples in groups: 小组寻找例子：

  1. One example of monopolistic competition in our school 学校内的一个垄断性竞争例子

  2. One industry that might be an oligopoly 可能是寡头垄断的一个行业

  3. Is there a monopoly in our city? 我们城市有垄断企业吗？