由實務面探討影響航空公司貨運營收 之因素 · 收管理 (Revenue Management) 係藉由產能 重新分配、超額預定控制及定價決策得到 最佳營收。營收管理結合顧客關係管理、
Total revenue 總收入
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Transcript of Total revenue 總收入
![Page 1: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/1.jpg)
Total revenue
總收入 TR
TR
Q0
QMR
AR
AR,MR
0
![Page 2: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/2.jpg)
Average revenue
平均收入 TR
TR
Q0
QMR
AR
AR,MR
0
![Page 3: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/3.jpg)
Marginal revenue
邊際收入 TR
TR
Q0
QMR
AR
AR,MR
0
![Page 4: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/4.jpg)
Perfect competition
完全競爭
P
Q
d=MR=AR=P
MC
AC
AVC
Q*0
![Page 5: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/5.jpg)
Profit maximization
利潤最大化
P
P
Q
MC
D=AR
MR
0
MR=MC (profit maximization)
![Page 6: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/6.jpg)
Deadweight loss
無謂損失
P
Q
Pm
Pc
Qm Qc
S=MC
D=AR
MR
0
![Page 7: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/7.jpg)
Monopoly rent
壟斷租
P
Q
P
Q
MC
D=AR
MR
0
AC’
AC
![Page 8: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/8.jpg)
Monopoly
壟斷
P
Q
P
Q
MC
D=AR
MR
0
AC
![Page 9: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/9.jpg)
Law of diminishing marginal returns
邊際報酬遞減定律
TP
Variable factor
0AP,MP
0
Variable factor
TP
Slope=MP=AP
TP max.
MP max. AP max.
AP
MP
Law of diminishing marginal returns
![Page 10: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/10.jpg)
Average product curve
平均生產曲線
TP
Variable factor
0AP,MP
0
Variable factor
TP
Slope=MP=AP
TP max.
MP max. AP max.
AP
MP
![Page 11: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/11.jpg)
Marginal product curve
邊際生產曲線
TP
Variable factor
0AP,MP
0
Variable factor
TP
Slope=MP=AP
TP max.
MP max. AP max.
AP
MP
![Page 12: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/12.jpg)
Total product curve
總生產曲線
TP
Variable factor
0AP,MP
0
Variable factor
TP
Slope=MP=AP
TP max.
MP max. AP max.
AP
MP
![Page 13: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/13.jpg)
Total fixed cost
總固定成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 14: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/14.jpg)
Total variable cost
總可變成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 15: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/15.jpg)
Total cost
總成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 16: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/16.jpg)
Average fixed cost
平均固定成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 17: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/17.jpg)
Average variable cost
平均可變成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 18: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/18.jpg)
Average cost
平均成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 19: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/19.jpg)
Marginal cost
邊際成本
TC,TFC,TVC
Slope=MC=AC
TC
TVC
Slope=MC=AVC
TFC
OutputAC, AFC, AVC, MC, MFC, MVC
Output
0
0
MC=MVC
AC
AVC
AFCMFC=0
![Page 20: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/20.jpg)
First-degree price discrimination
一級價格分歧
MC
D=MUV=MR
P
Q0
![Page 21: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/21.jpg)
Third-degree price discrimination
三級價格分歧
P P P
QQQ
P1
DAMRA MRB DB MRA+B DA+B
PA
0
PB
QA QB
Market A Market B Both Markets
MC
Q
![Page 22: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/22.jpg)
Law of demand
需求定律
A
B
D
P
Q0
![Page 23: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/23.jpg)
Law of supply
供給定律
S
P
Q0
A
B
![Page 24: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/24.jpg)
Equilibrium Price
均衡價格
0
P
Q
S
D
Pe
![Page 25: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/25.jpg)
Surplus
盈餘
0
P
Q
S
D
Pe
Qe
Excess supply
![Page 26: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/26.jpg)
Shortage
短缺
0
P
Q
S
D
Pe
Qe
Excess demand
![Page 27: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/27.jpg)
Price ceiling
價格下限
Q
Price ceiling
P
S
D
Market Price
Black market price
0Excess demand
![Page 28: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/28.jpg)
Price floor
價格上限
S
D
0Labour
Wage rate
W 1
W e
W 0
Q1 Q2
Minimum wage
Surplus
![Page 29: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/29.jpg)
Elastic demand
高彈性需求
P
Q
D
0
D’a b
M
Elastic Demand
![Page 30: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/30.jpg)
Inelastic demand
低彈性需求
P
Q
D
0 D’
a b
M
Inelastic Demand
![Page 31: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/31.jpg)
Perfectly elastic demand
完全彈性需求曲線
P
Q0
D
![Page 32: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/32.jpg)
Perfectly inelastic demand
完全無彈性需求曲線
P
Q0
D
![Page 33: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/33.jpg)
Unitary elastic demand curve
單一彈性需求曲線
P
Q0
D
Loss in revenue
Gain in revenue
Gain in revenue
Gain=Loss
![Page 34: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/34.jpg)
Budget constraint
預算限制
0
1
3
2
5
4
1 32Good X
Q
R
S
P
Good Y
![Page 35: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/35.jpg)
Indifference curve
無異曲線
1
3
2
4
5
1 320
4 5
Good X
B
A
D
C
IC (utility=10)
Good Y
![Page 36: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/36.jpg)
Utility maximization
效用最大化
0 Good X
B
E
C
D
L
IC1
IC2
IC3
Good Y
![Page 37: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/37.jpg)
Sales tax
銷售稅
0 Q
S2
S1Tax
D
P
Seller’s burden
Consumer’s burden
![Page 38: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/38.jpg)
Subsidy
補貼
0 Q
S2
S1
Subsidy
D
P
Seller’s benefit
Consumer’s benefit
![Page 39: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/39.jpg)
Consumer surplus
消費者盈餘
0Q
Total exchange value
Price
D = MUV
P
Consumer’s surplus
![Page 40: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/40.jpg)
Economies of scale
規模經濟
0 Output
LRAC
economies of scale
Qm
$
![Page 41: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/41.jpg)
Diseconomies of scale
規模不經濟
0 Output
LRAC
diseconomies of scale
Qm
$
![Page 42: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/42.jpg)
Producer surplus
生產者的盈餘
Q
S
P
0
![Page 43: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/43.jpg)
Economic rent
經濟租
Price
S
D
Q1
P1
Units of a factor0
Economic rent
![Page 44: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/44.jpg)
Transfer earning
轉移收入
Price
S
D
Q1
P1
Units of a factor0
Transfer earning
![Page 45: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/45.jpg)
All-or-nothing Pricing
全量或零售定價
Q0
MUV
All-or-nothing demandAUV1=P1
P2
P
Q1 Q2
![Page 46: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/46.jpg)
Contractionary monetary policy
收縮性貨幣政策
r
M0
Ms’ Ms
Md
![Page 47: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/47.jpg)
Expansionary monetary policy
擴張性貨幣政策
r
M0
Ms’ Ms
Md
![Page 48: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/48.jpg)
Equilibrium in money market
貨幣市場的均衡
r
M0
Ms
Md
![Page 49: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/49.jpg)
Paradox of thrift
節儉之迷
E E
0 0Y Y
S’
S
S’
SI
I
Yf YfYeYe’ YeYe’
![Page 50: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/50.jpg)
Expansionary fiscal policy
擴張性財政政策
E
0 YYfYe
Y-line
45°
E’
E
![Page 51: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/51.jpg)
Contractionary fiscal policy
收縮性財政政策
E
0 YYf Ye
Y-line
45°
E’
E
![Page 52: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/52.jpg)
Deflationary gap
緊縮缺口
E
0 YYfYe
Y-line
45°
EG
R
DG
![Page 53: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/53.jpg)
Inflationary Gap
膨脹缺口
E
0 YYf Ye
Y-line
45°
E
G
F
IG
![Page 54: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/54.jpg)
Liquidity trap
流動之迷
E
0 YYf
LM1
IS
LM2
![Page 55: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/55.jpg)
Crowding-out effect
排擠效果
r
0 YYf
LM
IS2
IS1
Y2Y1
crowding-out effect
r2
r1
![Page 56: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/56.jpg)
LM Curve
LM 曲線
r
0 Y
LM
Y2Y1
r2
r1
![Page 57: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/57.jpg)
IS Curve
IS 曲線
r
0 Y
IS
Y2Y1
r2
r1
![Page 58: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/58.jpg)
Phillips curve
菲利蒲士曲線
0
Rate
of c
hang
e of
mon
ey w
age
rate
s (%
p.a
.)
Unemployment (%)
![Page 59: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/59.jpg)
Quota
配額
Good X
World market price
P
S
D
0 Q
Pt
Pe
Q1 Q2
![Page 60: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/60.jpg)
Tariff
關稅
Good X
World market price
P
S
D
0
Pt
Pe
Q1 Q2
b d
c ea f T
Q3 Q4
![Page 61: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/61.jpg)
Average propensity to consume
Y
E
0
a
C
C
Y
Slopes=APC
![Page 62: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/62.jpg)
Marginal propensity to consume
Y
E
0
a
C
Slopes=MPC
![Page 63: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/63.jpg)
Backward bending labor supply
向後彎曲勞力供應曲線 Income
0Wage rate
CB
A
C
B
A
0
Slope=W3
Slope=W2
Slope=W1
Work 24 (hours)Leisure
W1
W2
W3
Quantity supplied of labor
![Page 64: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/64.jpg)
J-curve
J 曲線
0Time (+)
J-curve
+
-
Trade balance
![Page 65: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/65.jpg)
Marginal utility
邊際效用
Good Y
0Good X
Slope= Marginal UtilityIC
![Page 66: Total revenue 總收入](https://reader033.fdocuments.net/reader033/viewer/2022061407/56813373550346895d9a8911/html5/thumbnails/66.jpg)
Reference
參考書目
• Lam Pun Lee, Advanced Level Microeconomics Third Edition, Macmillan
• Lam Pun Lee, Advanced Level Macroeconomics Third Edition, Macmillan