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  3. Economies of scope are conceptually similar to economies of scale. Whereas economies of scale for a firm primarily refers to red

Economies of scope are conceptually similar to economies of scale. Whereas economies of scale for a firm primarily refers to red

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问题     Economies of scope are conceptually similar to economies of scale. Whereas economies of scale for a firm primarily refers to reductions in the average cost (cost per unit) associated with increasing the scale of production for a single product type, economies of scope refers to lowering the average cost for a firm in producing two or more products. Here, economies of scope make product diversification efficient if they are based on the common and recurrent use of proprietary know-how or on an indivisible physical asset. For example, as the number of products promoted is increased, more people can be reached per unit of money spent. At some point, additional advertising expenditure on new products may become less effective ( an example of diseconomies of scope). Related examples include distribution of different types of products, product bundling, product lining, and family branding. If a sales force sells several products, it can often do so more efficiently than if it is selling only one product. The cost of its travel time is distributed over a greater revenue base, so cost efficiency improves. There can also be synergies between products such that offering a range of products gives the consumer a more desirable product offering than would a single product. Economies of scope can also operate through distribution efficiencies: it can be more efficient to ship a range of products to any given location than to ship a single type of product to that location. Further economies of scope occur when there are cost savings arising from byproducts in the production process. An example would be the benefits of heating from energy production having a positive effect on agricultural yields. A company that sells many product lines sells in many countries, or both will benefit from reduced risk levels as a result of its economies of scope. If one of its product lines falls out of fashion or if one country has an economic slowdown, the company will likely be able to continue trading. Not all economists agree on the importance of economies of scope. Some argue that the concept applies only to certain industries, and then only rarely.
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答案 范围经济在概念上与规模经济相似。然而，规模经济主要指企业扩大单一产品的生产规模所引起的平均成本(也叫单位成本)的下降，而范围经济则是指企业同时生产两种或两种以上的产品所带来的平均成本的下降。这里，如果基于普遍并反复使用的专有技术或者不可分割的实物资产，那么，范围经济能有效地使产品多样化。例如，随着推广的产品越来越多，花费的每分钱能分摊到更多人身上。从某些程度上来讲，对新产品的额外广告支出可能收效甚微(这一例子属于范围不经济的范畴)。相关例子还包括不同品种产品的分配、产品捆绑、流线生产和家族品牌等等。如果一个销售团队同时销售几种商品，他们的工作效率要比只销售一种产品高得多。团队行程时间成本就分散到更大的收人基数上，因而提高了成本效率。产品之间也能发挥协同优势，繁多的产品种类为顾客提供选择更满意的产品的空间，单一产品则没有这种优势。范围经济也能通过分配效率发挥作用：相比于将单一产品运到某指定地点，范围经济能够同时将多种产品运到该地，效率更高。除此之外，在生产过程中，出现因生产副产品而节约成本的情况时，也会用到范围经济。举例来说，能源生产在供暖的同时，对农业产量也有一定积极影响。生产产品线的公司其产品也销往多国，因为范围经济而降低了风险并从中受益。即使该公司生产的某一产品线过时了，或者某个国家经济放缓，该公司仍能继续开展贸易。并不是所有的经济学家都认可范围经济的重要性。有些人认为范围经济理念只适用于部分产业，而且情况不多见。
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