文档介绍：Module 2 Key Concepts of Industrial Organization - Industrial(Market) Structure
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据中国汽车工业协会统计，2009年1-11月，乘用车销量排名前十位企业依次为：上汽通用五菱、上海大众、一汽大众、上海通用、北京现代、重庆长安、东风日产、奇瑞、比亚迪和一汽丰田，、、、、、、、、。1-11月，，占乘用车销售总量的59%。与此同时，1-11月，中国汽车累计产销双双突破1200万辆，预计年内将稳超1300万辆，达到历史最好水平。
请根据以上资料计算并回答下列问题。 -11月中国乘用车市场前4位厂商销量的集中度CR4。
。在这种市场类型下，厂商是否需要采取差异化战略？为什么？
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Agenda
1. The elements of Market structure（市场结构的要素）
2. Categories of Market Structure（市场结构类型）
3. Determinant of Market Structure(市场结构的决定因素)
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Agenda
1. The elements of Market structure（市场结构的要素）
market share（市场份额）
concentration（集中度）
conditions of entry（进入的条件）
2. Categories of Market Structure（市场结构类型）
3. Determinant of Market Structure(市场结构的决定因素)
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1. The elements of Market structure
With the market defined, one can access its internal structure. The internal structure of the market is mainly in the size distribution of the competing firms.
市场结构是指市场中卖方（企业）之间、买方（企业或消费者）之间、买卖双方以及市场内现有的买方、卖方与正在进入或可能进入该市场的买方之间关系的状况及其特征，是现在产业组织理论中特别是ＳＣＰ分析范式最基本的概念和研究主体。
There are three main elements of market structure:
1. Market Share. The largest firm’s market share may be dominant, medium, or small.
2. Concentration and the numbers of comparable rivals.
3. The conditions of entry.
Above the three elements, market share is the leading element, but concentration and entry barriers can also be significant.
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Market share
The firm’s market share is a simple concept. It is the firm’s percentage share of the industry’s total sales revenue, and it can range from virtually zero to 100 percent.
Market share is the most important single indicator of the firm’s degree of monopoly power. Higher market shares almost always provide higher monopoly power, whereas low shares involve little or none. Within a market, monopoly power will vary in line with the market shares, rather than be some industry-wide consta