📚 Year 10 OCR Economics: Case Study Practice | Year 10 OCR 经济：案例分析实战演练
In this article, we will work through a detailed case study to practise applying economic concepts for Year 10 OCR Economics. You will follow the story of EcoBrew, a coffee chain planning to expand into the town of Springfield, and analyse decisions around demand, supply, elasticity, externalities, and government intervention. This hands-on approach will help you tackle case study questions with confidence.
在这篇文章中，我们将通过一个详细的案例分析来练习如何运用 Year 10 OCR 经济学知识。你将跟随 EcoBrew 咖啡连锁店计划在 Springfield 小镇扩张的故事，分析需求、供给、弹性、外部性和政府干预等方面的决策。这种动手实践的方式将帮助你自信应对案例分析题目。
1. Introducing the EcoBrew Case | 案例介绍：EcoBrew 咖啡店
EcoBrew is a national coffee chain known for fast service and consistent quality. It wants to open a new store in Springfield, a medium-sized town with a few independent cafes. While demand for premium coffee is rising among young professionals, the business faces rising costs: worldwide coffee bean prices have increased due to poor harvests, and the local council is considering a £0.25 tax on disposable coffee cups to reduce waste.
EcoBrew 是一家全国性咖啡连锁店，以快速服务和稳定的品质著称。它希望在 Springfield 这个拥有少数独立咖啡馆的中型小镇开设新店。虽然年轻白领对优质咖啡的需求在增长，但企业面临成本上升的压力：全球咖啡豆价格因收成不佳而上涨，当地议会也正在考虑对一次性咖啡杯征收 0.25 英镑的税以减少垃圾。
2. The Basic Economic Problem and Opportunity Cost | 基本经济问题与机会成本
Scarcity forces all decision-makers to make choices. For EcoBrew, opening in Springfield means using limited funds, managerial time, and prime location sites. The opportunity cost of this investment is the next best alternative foregone, such as opening a branch in a different town with higher expected returns, or spending the budget on research into reusable cup technology.
稀缺性迫使所有决策者做出选择。对 EcoBrew 而言，在 Springfield 开店意味着使用有限的资金、管理时间和优质地段。该项投资的机会成本是所放弃的次优选择，例如在预期回报更高的另一个小镇开设分店，或者将预算用于可重复使用杯子技术的研发。
Consumers in Springfield also face scarcity. When they buy a £3.50 latte, they sacrifice other goods or services that could have been purchased with that income, such as a sandwich or a bus fare. Understanding opportunity cost helps explain why demand for coffee may change when incomes or prices of substitutes change.
Springfield 的消费者也面临稀缺性。当他们花 3.50 英镑购买一杯拿铁时，就牺牲了原本可以用这笔收入购买的其他商品或服务，比如一个三明治或一次公交车费。理解机会成本有助于解释为什么当收入或替代品价格变化时，咖啡的需求也会改变。
3. Demand Factors for EcoBrew Coffee | EcoBrew 咖啡的需求因素
The quantity of coffee demanded in Springfield depends on several factors. Higher disposable incomes among young professionals shift the demand curve to the right, as coffee is a normal good. Health trends, however, could reduce demand for sugary syrups and whole milk options, shifting those particular lines leftwards. If the price of a close substitute, such as tea or energy drinks, falls, the demand for coffee may decrease.
Springfield 的咖啡需求量取决于多个因素。年轻白领可支配收入的增加使需求曲线右移，因为咖啡是正常品。然而，健康趋势可能会减少对含糖糖浆和全脂牛奶选项的需求，使这些特定产品线左移。如果茶或能量饮料等近似替代品的价格下降，咖啡的需求可能也会减少。
A successful advertising campaign by EcoBrew highlighting its ethically sourced beans could increase brand loyalty and shift the demand curve outward. Complementary goods like pastry sales also affect demand: a rise in the price of croissants might slightly lower the demand for coffee if they are consumed together.
EcoBrew 成功开展宣传其符合道德采购咖啡豆的广告活动，可能会提高品牌忠诚度并使需求曲线外移。互补品如糕点销售也会影响需求：如果羊角面包价格上涨，可能会略微降低咖啡的需求，因为两者通常一起消费。
4. Supply Factors and Costs of Production | 供给因素与生产成本
Supply decisions are influenced by the costs of production. The rise in global coffee bean prices increases EcoBrew's raw material cost, shifting the supply curve for coffee leftwards. In addition, if the council imposes a £0.25 per cup tax, this is an extra variable cost for every sale, further reducing supply at every price level.
供给决策受生产成本影响。全球咖啡豆价格上涨增加了EcoBrew的原材料成本，使咖啡的供给曲线向左移动。此外，如果议会征收每杯0.25英镑的税，这会成为每笔销售的额外可变成本，从而在每一价格水平上进一步减少供给。
Technology can offset some cost pressures. A faster espresso machine reduces labour time per cup, increasing productivity and shifting supply to the right. In the longer run, if EcoBrew invests in barista training and better logistics, the supply could become more price elastic.
技术可以抵消部分成本压力。更快的浓缩咖啡机减少了每杯咖啡的劳动时间，提高了生产率并使供给曲线右移。从更长期来看，如果 EcoBrew 投资于咖啡师培训和更好的物流，供给可能变得更具价格弹性。
5. Price Elasticity of Demand (PED) | 需求的价格弹性
EcoBrew estimates that if it raises the price of a standard latte from £3.00 to £3.30, the quantity demanded per day would fall from 2,000 cups to 1,800 cups. The percentage change in price is +10%, and the percentage change in quantity demanded is -10%. Using the formula:
EcoBrew 估计，如果将标准拿铁的价格从 3.00 英镑提高到 3.30 英镑，每日需求量会从 2,000 杯降至 1,800 杯。价格变动的百分比为 +10%，需求量变动的百分比为 -10%。使用公式：
PED = % change in quantity demanded ÷ % change in price = -10% ÷ 10% = -1.0
The PED value is -1, meaning unit elastic demand. A 10% price increase leads to a 10% fall in quantity, so total revenue remains unchanged (£6,000 before and after). This suggests EcoBrew would not gain extra revenue by raising prices alone, so it must focus on non-price competition or cost control.
PED 值为 -1，意味着需求为单位弹性。价格上涨 10% 导致数量下降 10%，因此总收入保持不变（涨价前后均为 6,000 英镑）。这表明 EcoBrew 仅靠提价无法增加收入，必须专注于非价格竞争或成本控制。
If loyal customers view EcoBrew coffee as a necessity, PED might be inelastic (e.g. -0.5). In that case, a price rise would increase revenue. EcoBrew could survey customers to judge sensitivity before making pricing decisions.
如果忠实顾客将 EcoBrew 咖啡视为必需品，PED 可能缺乏弹性（例如 -0.5）。那样的话，提价会增加收入。EcoBrew 可以在定价决策前调查顾客价格敏感度。
6. Price Elasticity of Supply (PES) | 供给的价格弹性
In the short run, a coffee shop cannot easily expand its shop floor or hire and train extra baristas. If market price rises by 10%, quantity supplied might increase by only 2% because production capacity is fixed. PES would be:
在短期内，咖啡馆难以迅速扩大店面或招聘和培训额外的咖啡师。如果市场价格上升 10%，供给量可能只增加 2%，因为生产能力是固定的。此时 PES 为：
PES = % change in quantity supplied ÷ % change in price = 2% ÷ 10% = 0.2
A PES of 0.2 indicates highly inelastic supply. This means any tax that reduces the net price will not cause a large drop in quantity supplied in the short run, but consumers will bear most of the tax burden through higher prices.
PES 为 0.2 表明供给高度缺乏弹性。这意味着任何导致净价下降的税收，在短期内都不会引起供给量的大幅下降，但消费者会通过更高的价格承担大部分税收负担。
Over time, EcoBrew could increase its store size, install more coffee machines or extend opening hours, making supply more elastic. A well-prepared revision plan for business growth is essential for long-run responsiveness.
随着时间的推移，EcoBrew 可以扩大店面、安装更多咖啡机或延长营业时间，使供给更具弹性。为企业增长做好周密计划对长期响应能力至关重要。
7. Market Equilibrium and Disequilibrium | 市场均衡与非均衡
Initially, the Springfield coffee market is in equilibrium where the demand curve (D) intersects the supply curve (S) at a price of £3.00 and quantity of 2,000 cups per day. The increase in coffee bean costs shifts the supply curve left to S2. At the original price, there is excess demand, causing price to be bid up. The new equilibrium settles at a higher price, say £3.40, and a lower quantity, perhaps 1,700 cups.
起初，Springfield 咖啡市场在需求曲线 (D) 与供给曲线 (S) 相交处达到均衡，价格为 3.00 英镑，日销量为 2,000 杯。咖啡豆成本上升使供给曲线左移至 S2。在原价格下，出现超额需求，价格被抬高。新的均衡价格更高，比如 3.40 英镑，销量更低，比如 1,700 杯。
If the council introduces the £0.25 cup tax, the supply curve shifts further leftwards because the tax adds to the cost of selling each unit. The market price rises again, and the quantity falls. Disequilibrium occurs when price is not allowed to adjust – for example, if the council imposes a maximum price below the new equilibrium, a shortage would persist.
如果议会开征 0.25 英镑的杯子税，供给曲线将进一步左移，因为该税增加了每销售一单位的成本。市场价格再次上升，数量下降。当价格不允许调整时就会出现非均衡——例如，如果议会设定了低于新均衡的最高限价，短缺将会持续存在。
8. Negative Externalities from Disposable Cups | 一次性杯子的负外部性
Consuming takeaway coffee generates private benefits for the customer and private costs for the cafe, such as ingredients and labour. However, disposable cups create a negative externality: litter, plastic pollution, and landfill costs that affect third parties who are not compensated. The social cost of each coffee sold in a disposable cup exceeds the private cost.
消费外卖咖啡为顾客带来了私人收益，为咖啡馆带来了私人成本，如原料和劳动力。然而，一次性杯子会带来负外部性：垃圾、塑料污染和填埋成本，这些影响着第三方且未得到补偿。每杯用一次性杯子销售的咖啡，其社会成本高于私人成本。
| Category | Cost per cup (£) |
|---|---|
| Private cost (ingredients, labour, cup) | 1.50 |
| External cost (clean-up, pollution) | 0.25 |
| Social cost | 1.75 |
Because consumers and producers ignore the external cost, too many disposable cups are used, leading to market failure. The equilibrium quantity exceeds the socially optimum quantity where social cost equals social benefit. Government intervention aims to correct this.
由于消费者和生产者忽略了外部成本，过多的一次性杯子被使用，导致市场失灵。均衡数量超过了社会成本等于社会收益时的社会最优数量。政府干预旨在纠正这种情况。
9. Government Intervention: Cup Tax Analysis | 政府干预：杯子税分析
A £0.25 per cup tax is designed to internalise the externality. It shifts the supply curve upward by the amount of the tax. EcoBrew, facing higher costs, will pass on part of the tax to consumers. The new market price might be £3.55, of which consumers pay an extra £0.25 and the producer absorbs £0.05 (if previously sold at £3.30 without tax). The quantity traded falls, reducing the number of disposable cups used.
每杯 0.25 英镑的税收旨在将外部性内部化。它使供给曲线向上移动税额大小。面对成本上升，EcoBrew 会将部分税收转嫁给消费者。新的市场价格可能为 3.55 英镑，其中消费者多付 0.25 英镑，生产者承担 0.05 英镑（假设此前无税时售价为 3.30 英镑）。交易数量下降，减少了一次性杯子的使用。
The tax generates government revenue, which could be used to fund recycling programmes. However, it may have unintended consequences: loyal customers may be unhappy about higher prices, and some may switch to alternatives like bringing their own reusable mug for a discount. EcoBrew could gain a competitive edge by offering a 10% discount for reusable cups before the tax is enforced.
税收增加了政府收入，可用于资助回收计划。但也可能带来意外后果：忠实顾客可能对涨价不满，一些人可能转而自带可重复使用杯以获得折扣。EcoBrew 若能在税收执行前为自带杯提供 10% 折扣，可获得竞争优势。
Evaluation using stakeholder analysis:
利益相关者分析评估：
| Stakeholder | Impact of tax |
|---|---|
| Consumers | Higher prices, but cleaner environment in long run |
| EcoBrew | Higher costs, need to innovate; possible first-mover advantage if adopts green practices early |
| Government | Tax revenue improves public finances; reduced spending on waste management |
| Third parties (residents) | Less litter, lower clean-up costs, improved quality of life |
10. Evaluation and Recommended Strategy | 评估与建议策略
EcoBrew must weigh up the evidence. The unit elastic demand suggests raising prices will not increase revenue, so passing the full tax onto consumers could hurt sales volume. However, if the tax is implemented, all competitors face the same cost increase, reducing the risk of losing market share. EcoBrew could differentiate itself by launching a 'green loyalty' programme: a reusable cup discount plus a tree planted for every 100 cups saved.
EcoBrew 必须权衡证据。单位弹性需求表明提价不会增加收入，因此将全部税负转嫁给消费者可能损害销量。但是，若税收实施，所有竞争者面临相同的成本增加，市场份额流失风险降低。EcoBrew 可通过推出“绿色忠诚”计划实现差异化：自带杯折扣加上每节省 100 个杯子就种植一棵树。
On the cost side, investing in energy-efficient machines and negotiating long-term coffee bean contracts could offset rising raw material costs. Improving supply elasticity in the long run will help the business respond to future demand and policy changes without sharp price hikes. This aligns with corporate social responsibility and could attract health-conscious, environmentally aware customers.
在成本方面，投资节能咖啡机和签订长期咖啡豆合同可以抵消原材料上涨。长期内改善供给弹性将有助于企业应对未来的需求和政策变化，而无需大幅涨价。这符合企业社会责任，并能吸引注重健康和环保的顾客。
In an exam, remember to use relevant diagrams (supply and demand shifts, external cost curves) and data calculations to support your analysis. A structured answer that identifies opportunity cost, elasticities, market failure and government response will achieve top marks.
在考试中，记得使用相关图表（供需曲线移动、外部成本曲线）和数据计算来支持你的分析。一篇能够识别机会成本、弹性、市场失灵和政府应对措施的结构化答案将会取得高分。
Published by TutorHao | Economics Revision Series | aleveler.com
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