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Jingdong book

中学生经济学

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中学生经济学

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在国内，经济学始终被列为一门高深、精巧的专业性学科而被纳入众多高校的课程设置，繁杂的数学推导与定量分析更令众多数学基础薄弱的学生头痛不已，掌握经济学理论与经济分析方法，似乎成为一项极为困难的任务。如此阳春白雪的经济学教育方式，也使得经济学往往曲高和寡，而难以在年轻学子之中得到普及。在欧美国家，往往早在中学阶段就已经普及了经济学的基础教育，欧美国家的中学生，大多可以掌握最为基础的经济分析方法和经济思维。
现代经济的发展，下至日常生活中的生活用品的购买与消费，资本市场中的炒股与抢购黄金的决策行为，企业最为基本的投资运营决策，上至政府对于人民收入的纳税，发行货币等政策选择，都蕴藏着极为复杂的经济学思维，现代人已经不能够在脱离复杂经济现象的世外桃源而孤立地存在，如果不能够掌握最为基础的经济学知识，我们也就难以看透诸多热点事件背后的奥妙。
《中学生经济学》正是一本面向中学生读者的经济学读物，通过简化复杂的数学分析过程，巧妙地运用众多最新的热点问题作为研究案例，运用轻松的语言向中学生们揭示复杂的经济学原理和基础的经济分析方法，希望据此培养中学生严密的逻辑分析能力、思维理性的研究作风与独立的学习能力，全面提升当代中学生的综合素质。
Author Description

姜达洋，中国人民大学经济学博士，天津商业大学经济学院国际贸易专业教师，天津“131”创新型人才工程第三层次人选，天津高校“优秀青年教师”人选。主要从事国际金融、国际贸易、国际经济学和商业银行经营管理实验等课程的教学与研究工作。在国内外公开刊物发表论文80多篇，独立出版专著4部，教材4部，主持与参与国家社科项目、教育部项目和省社科课题多项。
Catalogue

第一章 经济学是个什么玩意儿？
第一节 什么是西方经济学？
第二节 经济学是如何发展而来的？
第三节 我们可以像研究自然科学一样研究经济学吗？

第二章 分工与贸易
第一节 李娜应该自己做家务吗？
第二节 比尔·盖茨还会自己编程吗？
第三节 我们为什么愿意买意大利时装？

第三章 供给与需求
第一节 你能看懂“豆你玩”和“姜你军”背后的秘密吗？
第二节 欧佩克为什么要控制石油产量？
第三节 政府是如何干预市场运行的？

第四章 市场与效率
第一节 黄牛为何屡禁不止？
第二节 汽车摇号是治堵的灵丹妙药吗？
第三节 充满争议的人体器官交易

第五章 经济决策行为
第一节 企业的成本结构
第二节 企业为什么愿意赔本赚吆喝？
第三节 经济规模与生产成本

第六章 市场结构与竞争策略
第一节 我们为什么享受不到中国移动的68港元套餐？
第二节 谁在补贴我们打车？
第三节 开发商联盟能够控制房价吗？

第七章 市场失灵
第一节 谁能向搭便车者收费？
第二节 公款浪费为何屡禁不止？
第三节 谁应该对雾霾负责？

第八章 博弈论与信息经济学
第一节 博弈与信息经济学
第二节 网购中的信息经济学
第三节 上市公司为什么做假账？

第九章 国民收入核算
第一节 GDP与GNP
第二节 扫黄打黑会影响GDP吗？
第三节 GDP代表着幸福吗？

第十章 物价
第一节 通货膨胀因何而来？
第二节 我们应该痛恨通货膨胀吗？
第三节 现实生活中的通货膨胀

第十一章 就业与失业
第一节 是什么导致了大学生最难就业季？
第二节 谁为我们支付更高的工资？
第三节 瑞士为何否决全球最高工资保障？

第十二章 投资与股票市场
第一节 余额宝为何大受欢迎？
第二节 不差钱的京东为什么选择上市？
第三节 资本市场中的投资策略

第十三章 税收与财政政策
第一节 政府为什么会选择征税？
第二节 谁来承担税收？
第三节 政府应该征收多少税收？

第十四章 货币政策
第一节 货币发行与垄断
第二节 货币政策手段
第三节 希腊为何不能增发货币，应对欧债危机？

第十五章 外汇与国际金融
第一节 外汇的产生
第二节 中国是如何成为美国的债主的？
第三节 中国大妈为什么会抢购黄金？

课后思考题答案
Book Abstract

《中学生经济学》：
一、经济学中的成本收益分析
现代西方经济学的主要分析思想就在于对成本与收益的权衡。经济学家在进行每一项决策之时，都会细致地比较决策行为能够给自己带来什么好处，而又会让自己背上多大的负担，分析该决策行为到底能够给自己带来更多的好处，还是更大的损害，并据此决定自己的决策结果。
中国有句古话叫“人为财死，鸟为食亡”，无沦是人类，还是动物，在进行决策思考时，都会追寻能够给自己带来最大收益的决策结果。“无利不起早”，如果没有足够的利益诱导，任何一个经济主体都不会作出徒增自身麻烦的行为选择。
而在现代西方经济学中，个人与企业恰恰是最为基础的微观经济主体。个人更多地关注于个人消费活动，比如说，我现有需要买一部手机，我可以花五六千元购买一款新款的苹果iPhone，当然可以只花一千元左右购买一部物美价廉的国产手机。如果在个人消费能力满足的情况下，也就是说，这个消费者两款手机都消费得起，不存在硬的资金约束导致无力消费高价商品的现象，那么消费者就会在心中权衡，购买这二款手机对自己有什么区别，苹果iPhone在功能、使用体验，以及朋友中的认同度方面比国产手机有何优势，而这些优势是否值得自己为其多花数千元资金；如果购买国产手机，那么自己节约下来的钱能否在其他方面给自己更多的好处。通过对上述问题的分析，最终理性的消费者能作出最符合自身利益的决策选择。
在对于个人消费行为的分析过程中，效用理论是最为重要、最为基础的分析方法。经济学在分析消费者行为时，最早提出了效用的概念，并用其来揭示消费者消费决策行为能够给自己所带来的满足感，以及是否消费的选择对于消费者自身欲望的满足程度。粗听起来，似乎效用的概念很复杂，但是实际上，我们可以把它简单地视为消费者能够从消费行为中获得的好处。
……

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