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Jingdong book

35岁前,要懂得活学活用的经济现象与规则(全民阅读提升版)

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35岁前,要懂得活学活用的经济现象与规则(全民阅读提升版)

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经济学是一门关于选择的学问,35岁前掌握的经济学决定你未来的财富和高度。
Catalogue

序章 为什么要懂经济学
舶来品的简历:经济学是什么
经济学的作用:让人更快乐
比鹦鹉聪明,你就可以学好经济学
35岁前,让你像经济学家一样思考

第一篇 价格谜思:为什么物以稀为贵
第一章 市场——左右价格的神奇妙手
超市中总有卖不完的面包
电影院的爆米花要更贵一些
为什么说婚姻自始至终是垄断交易
市场也有失去效力的时候
第二章 价值悖论——钻石为什么比水珍贵
奢侈品总是越贵越好卖
运动鞋比轮胎还要昂贵
钻石真的比水更有价值吗
现状维持偏差反而妨害现状的维持
闲置电脑连接线能否高价出售
聪明人只买对的,不买贵的
第三章 弹性——为什么食盐不搞促销
上涨的油价和供给紧张的石油
超值午餐,亏本还是大赚
为什么丰产不能丰收
深夜出租车的优惠服务
产品价格越高,买的人却越多
购物返券,却不直接打折
随时微调你的行业指示灯
第四章 均衡一买卖之间的讨价还价
为什么“粗粮”比“细粮”贵
牛肉价格越高,猪肉的需求就越大
对手为什么总喜欢做邻居
口渴的三个和尚喝上水
在讨价还价中走向均衡

第二篇 成本考量:天下没有免费的午餐
第一章 机会成本——“舍”与“得”的启示
种小麦还是去酿葡萄酒
要获得机会,就要付出代价
比尔·盖茨为何早早退休
校园兼职牺牲的是什么
买不买车,这是一个问题
总经理就要干总经理的活儿
第二章 沉没成本——追悔只是错上加错
沉没成本:失去的永不能再回来
不要在吃自助餐时想要赚回本钱
摔坏了的照相机应该拿去修理吗
航空公司亏本运营的秘密
付出越多的男友越执着
折旧的机器不再值钱
不要为了你的后悔埋单
第三章 交易成本——买大杯咖啡是双赢的选择
商品一样却价格不同的神奇奥秘
组装还是套装,买哪种更实惠
吃肯德基,要网上订餐还是上门自取
一机多用大大节约了消费者的交易成本
真正了解顾客需求的商家更受欢迎
热恋时VS分手时的交易费用分析
去星巴克应该买多大杯号的咖啡
同类店铺应该开在住宅区的什么位置
第四章 租金——使用总要付出代价
孟买房屋租金堪比曼哈顿
民营书店无法摆脱经营困境
为什么我们常常要别人管
胸小就不能开电动车了吗
美国大兵还不如秦军有效率
人们为什么会寻租
租值消散,别说你不懂

第三篇 选择:如何提高生活的满意度
第一章 预期——望梅为什么能够止渴
曹操是如何激励军队的
天气预报的准确度
你喜欢百事可乐还是可口可乐
美食不如美器,预期改变品位
现金变成度假,为什么反而高兴
2.2亿的天价玉凳饱受质疑
省钱一样多,行为却不同
越有钱,就越抠门吗
第二章 效用——萝卜白菜,各有所爱
萝卜是世界上最好的东西
我们天生就偏爱名牌吗
其实,9比10更加珍贵
戴劳力士的人一定要开宝马吗
1元钱对于穷人和富人的效用差别
消费者如何追求商品的高效用
第三章 替代效用——-真爱是不是只有一个
猪肉涨价了,牛羊肉销量增加
为什么保健食品不能替代药物
城里唯一的补鞋匠死了,谁来补鞋
苹果人才济济,但乔布斯无可替代
被人替代并不是一件美妙的事情
做不可替代的员工更有前途
精明的经济人懂得审时度势
第四章 边际——幸福越来越不容易满足
第一口啤酒总是最鲜美的
爱撒化肥的老农与减产的麦子
恋爱了就一定要结婚
工厂生产为什么不会无限制扩大
如果不是第一,最后就是灭亡
知识财富取之不尽,用之不竭
幸福与边际效用的关系

第四篇 效益:如何提升你的价值链
第一章 竞争——适者生存的哲学
为什么漂亮的姑娘更爱打扮
为什么在大医院看病难
为什么限塑令在小摊小贩那里不灵
降价竞争的企业早已经OUT了
合作是35岁之前成功的“双翼”
竞争优势效应:我+我们=完整的我
第二章 专业化——精通是最好的通行证
为何会把蓝领工人当宝贝
通用对麦当劳,极地对极地
地产企业如何结束野蛮生长困境
团购网络的生存之道
民营企业的职业经理人
专于一门,还是多元化发展
第三章 附加值——长久的爱情需要加点料
99.4%,苹果何以垄断手机应用
头等舱是商人出差的首选
看京瓷的附加价值三分法
长久的爱情需要附加价值
增加产品附加值,让它变得无可取代
谋求利润,也别忘了附加值
第四章 规模效应——酒吧扎堆后海
众人拾柴火焰高的生产秘密
是什么成就了宜家的今天
为什么平板电视的价格越来越低
春晚创造出的利润神话
有效规模:厂子不是越大越好
既要规模经济又要经济竞争力
酒吧为什么全在后海一条街

第五篇 资源配置:人尽其才,物尽其用
第一章 比较优势一尺有所短,寸有所长
中国的大蒜和葡萄牙的酒
越南制造为什么有吸引力
乔丹应该自己剪草坪吗
能力是获得天价收入的真实原因
无论谁都拥有比较优势
找准比较优势,才能找到适合的工作
推动专业化生产,打造自己的比较优势
第二章 自由贸易——穿耐克鞋,用诺基亚手机
穿耐克鞋,用诺基亚手机
汇率送上的免费啤酒
在香榭丽舍大道扫货的中国人
全球化已经不是寓言而是现实
增加美国大片进口,切走了谁的蛋糕
面对国际分工,我们不应该盲目乐观
开阔视野,从民族企业上升到全球公司
第三章 壁垒保护——到底要不要圈地筑墙
火热的iPad商标争夺大战
新浪微博当中的用户壁垒
新企业进入,资本门槛渐高
大幅削减补贴,行业重洗牌
需要为国际贸易设墙吗
中国式养老的艰难行进
备好定金,坐等新房子
职场充电,你准备好了吗
第四章 要素整合——天衣无缝的搭档
无花果树没结果,砍了吧
大鱼吃小鱼,市场兼并无处不在
裁员是破解企业危机的上上策
国际要素整合,要效率也要公平
企业合并比明星婚姻的失败率更高
人力资本价值要从娃娃抓起
……

第六篇 商业模式:成功在于道路选择
第七篇 不确定性:如何在未知的世界取胜
第八篇 博弈策略:如何在博弈中占据上风
Book Abstract

《35岁前,要懂得活学活用的经济现象与规则(全民阅读提升版)》:
其实,对于上面这家餐厅的情况,我们可以从经济学中的价格弹性和追加成本两方面来进行分析。
价格弹性表明供求对价格变动的依存关系,反映价格变动所引起的需求的相应的变动率,即需求量对价格信息的敏感程度。商品本身的价格、消费者的收入、替代品价格,以及消费者的爱好等因素都会影响对商品消费的需求。价格弹性是指这些因素保持不变的情况下,该商品本身价格的变动引起的需求数量的变动。在需求有弹性的情况下,降价会引起购买量的相应增加,从而使消费者对这种商品的货币支出增加;反之,价格上升则会使消费者对这种商品的货币支出减少。在需求弹性等于1的情况下,降价不会引起消费者对这种商品的货币支出的变动。
价格弹性取决于该商品的替代品的数目及其相关联(即可替代性)的程度、该商品在购买者预算中的重要性和该商品的用途等因素。价格弹性主要应用于企业的决策和政府的经济决策。
对于一个餐厅来说,影响超值午餐定价的因素很多,价格弹性是一个非常重要的因素。我们常会听到“薄利多销”这样的话,实际上它也的确是存在的,用经济学中的概念来解释它,就是价格弹性。餐厅根据客流量和成本来选择一个合适的价格,往往单价不高,但交易次数增加,继而总体的交易额是巨大的。
另一方面,如果我们用经济学中的追加成本的知识来分析的话,你将会发现这家店按照原计划经营午餐不仅不会亏本,还会带来更多的利润。当然,这些数据是我们虚构出来的,实际上也有可能会出现不适合经营午餐的例子。但是合理利用追加成本的方法一旦掌握,还是很具有实际意义的。
如果用追加成本的概念来思考的话,食材费是要完全计入到追加成本中的,而平均成本里的房费可以从追加成本中扣除。关于人工费也是如此,午餐时服务员的工资需要算入追加成本,而厨师的工资,不管经营不经营午餐,他们都要从早晨开始进货,为晚餐作准备等等,其工资是不变的,所以追加成本中不包含厨师的工资。按照以上的计算,我们把食材以外的追加成本定为150元。
由此可见,合计的追加成本是750元,而定价是980元,所以每份午餐可以获得230元的利润。对于顾客来说,晚上要花3000元才能吃到的套餐,中午花980元就可以享受到,实在是太实惠不过了。看似亏本的午餐,用经济学的手法来分析,可以得到店方和顾客双赢的结论。
在生活中,如果我们把价格弹性和追加成本这两个知识点结合起来运用于指导实践的话,那么赢利是必然的。
……

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Jingdong book