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Jingdong book

管理经济学（原书第12版）

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Books Management Enterprise Management and Training

Jingdong book

管理经济学（原书第12版）

Name: 管理经济学（原书第12版）
Brand: Jingdong book
SKU: 3102007331
Price: 53.66 USD
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《管理经济学（原书第12版）》内容的组织围绕两个主题：产品竞争和股东财富的最大化。管理经济学研究的是在经济中的私人、公共和非营利部门内，由分析人员、经理人员和咨询人员所制定的资源配置、战略和战术决策。管理经济学的各种方法力求以效率最高的方式实现组织的目标，同时考虑到对实现目标的外显和内含约束条件。较之前版本，新版更新了50个应用案例，同时扩展了微观经济基础部分，增加了一个新的附录。
《管理经济学（原书第12版）》适合工商管理及其他相关专业的本科生、研究生、MBA学生，企业经营管理及相关领域研究人员。

Catalogue

序言
作者简介
第一部分导论
第1章导论与厂商的目标
1.1 何为管理经济学
1.2 决策模型
1.3 利润的作用
1.4 厂商的目标
1.5 所有权与控制权的分离：委托-代理问题
1.6 股东财富最大化的含义
小结
练习
案例练习
第2章基本经济概念
2.1 需求与供给：概览
2.2 边际分析
2.3 净现值概念
2.4 风险的含义及衡量
2.5 风险与要求的收益
小结
练习
案例练习
第二部分需求与预测
第3章需求分析
3.1 需求关系
3.2 需求的价格弹性
3.3 需求的收入弹性
3.4 需求的交叉弹性
3.5 需求弹性的综合影响
小结
练习
案例练习
第4章需求估计
4.1 运用市场研究方法估计需求
4.2 需求函数的统计估计
4.3 简单的线性回归模型
4.4 利用回归方程进行预测
4.5 多元线性回归模型
小结
练习
案例练习
附录4A 应用线性回归模型的问题
第5章企业预测与经济预测
5.1 预测的意义
5.2 预测技术的选择
5.3 可供选择的预测技术
5.4 确定性趋势分析
5.5 平滑技术
5.6 气压计法
5.7 调查和民意测验技术
5.8 计量经济模型
5.9 随机的时间序列分析
5.10 用投入-产出表进行预测
小结
练习
案例练习
第6章出口管理
6.1 导论
6.2 进出口销售与汇率
6.3 外包
6.4 中国贸易的繁荣兴旺
6.5 作为外汇的美元市场
6.6 汇率长期趋势的决定因素
6.7 购买力平价
6.8 国际贸易：管理视角
6.9 自由贸易区：欧盟和NAFTA
6.10 美国最大的贸易伙伴：NAFTA的作用
6.11 美国贸易赤字透视
小结
练习
案例练习
附录6A 外汇风险管理
第三部分生产与成本
第7章生产经济学
7.1 生产函数
7.2 一种变动投入要素的生产函数
7.3 确定变动投入要素的最优使用量
7.4 多种变动投入要素的生产函数
7.5 确定投入要素的最优组合
7.6 固定比例的最优生产过程
7.7 衡量一种生产过程的效率
7.8 规模报酬
小结
练习
案例练习
附录7A 扩充阅读材料：成本约束条件下的产量最大化问题
附录7B 扩充阅读材料：可再生与可耗尽自然资源的生产经济学
第8章成本分析
8.1 成本的含义与衡量
8.2 短期成本函数
8.3 长期成本函数
8.4 规模经济与规模不经济
小结
练习
案例练习
附录8A 柯布-道格拉斯生产函数的长期成本
第9章成本理论的应用
9.1 成本函数的估计
9.2 盈亏平衡分析
小结
练习
案例练习
第四部分定价与产量决策：战略与策略
第10章价格、产量与战略：纯粹竞争和垄断竞争
10.1 导论
10.2 竞争战略
10.3 波特的五力战略框架
10.4 市场结构的连续统一体
10.5 纯粹竞争条件下的价格-产量决定
10.6 垄断竞争条件下的价格-产量决定
10.7 推销与促销费用
10.8 不对称信息条件下的竞争市场
10.9 逆向选择问题的解决
小结
练习
案例练习
第11章价格和产量决定：垄断与支配厂商
11.1 垄断的定义
11.2 垄断者市场力量的来源
11.3 垄断者的价格和产量决定
11.4 最优加成、贡献毛利与贡献毛利百分比
11.5 受管制的垄断
11.6 管制的经济合理性
小结
练习
案例练习
第12章价格与产量的决定：寡头
12.1 寡头市场结构
12.2 寡头行业中的相互依赖
12.3 卡特尔与其他形式的共谋
12.4 价格领导
12.5 弯折的需求曲线模型
12.6 避免价格战
小结
练习
案例练习
第13章最佳行动策略：博弈理论
13.1 寡头对抗与博弈理论
13.2 同时博弈分析
13.3 避免囚犯两难
13.4 顺序博弈分析
13.5 作为一种自我实施顺序博弈的企业对抗
13.6 可信的威胁与承诺
13.7 建立可信性的机制
13.8 更换保证
小结
练习
案例练习
附录13A 阻止进入与接纳博弈
第14章定价方法与定价分析
14.1 基于价值的事前系统分析定价理论框架
14.2 最优的差别价格水平
14.3 目标细分市场中的差别定价
14.4 定价实践
14.5 扩充阅读材料：收益管理的实践
小结
练习
第五部分组织架构与管制
第15章契约、治理与组织形式
15.1 导论
15.2 契约在合作博弈中的作用
15.3 公司治理与道德风险问题
15.4 委托-代理模型
15.5 选择有效的组织形式
15.6 垂直一体化
小结
练习
案例练习
附录15A 拍卖设计与信息经济学
第16章政府管制
16.1 对市场结构与市场行为的管制
16.2 反托拉斯管制状况及其实施
16.3 对某些企业决策的反垄断限制
16.4 命令和控制管制限制：经济分析
16.5 外部性的管制
16.6 政府对企业的保护
16.7 最优部署决策：许可还是不许可
小结
练习
案例练习
第17章长期投资分析
17.1 资本支出决策的性质
17.2 资本预算的基本框架
17.3 资本预算过程
17.4 估算厂商的资本成本
17.5 成本-效益分析
17.6 成本-效益分析的步骤
17.7 成本-效益分析的目标与约束条件
17.8 效益和成本的分析与评估
17.9 适当的贴现率
17.10 成本-效果分析
小结
练习
案例练习
附录A 货币的时间价值
附录B 附表
附录C 微分法在管理中的应用
附录D 部分练习参考答案

Book Abstract

16.7.2有关特许转让的结论

特许转让决策部分地取决于递增报酬的可得性以及成本降低带来的公司竞争优势的持续性。在欧洲，信息技术产品只出现少数的行业标准，专利常常被成功挑战，先动者厂商向竞争对手转让许可证，而不是简单地看着自己的商业秘密和独有诀窍被模仿者稳步地侵蚀掉。结果就是竞争加剧，消费者的价格下降和采用技术的速度更快。例如，欧洲某些数字电视零件（如数字音像广播芯片）的价格一直在下降，数字技术正在快速融入相关产品之中，比如移动电话、寻呼机和用于公司会议的安全视像商务网络。

在美国，红帽（Red Hat）公司使用一个通用的公开许可证，用它基于Linux的软件尽快地渗透到操作系统市场之中，旨在与WindowsNT、最终与Windows本身进行竞争。红帽公司允许其供应商和顾客免费复制、修改和再次分销红帽子的软件，只要它们也不收费。这种公开来源的软件战略就是力求达到递增报酬的拐点，这是包括苹果公司在内的微软的竞争对手所从未达到的。苹果电脑追求的是相反的非特许战略，结果Mac的采用率明显降低，输给了IBM和微软。今天的谷歌正在为其新的智能电话（安卓电话）追求红帽的公开操作系统源码战略。

特许转让的最后一个策略优势来自减少再次签约的风险。很多工作站制造商在从数字设备公司（现在是惠普公司的一个事业部）购买高端Alpha芯片时，都担心签约之后面对被“要挟”的情况。在契约更新时，一旦其设计达到了Alpha技术的最优水平，制造商们就会无力面对这些具有唯一供应来源的芯片的价格大幅提高的局面。数字设备公司能够可信地承诺更稳定的价格，从而通过向AMD和英特尔特许转让许可证提高其产品的采用率。数字设备公司通过特许转让和允许顾客有双重来源获得Alpha芯片技术，就是在可信地承诺在更新其供给契约时不会进行价格欺诈。

……

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