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Jingdong book

有些道理只是逼真

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有些道理只是逼真

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生活中很多事情不尽如人意,并非人们不够尽力,而是方法错误,这是人所共知的道理。在经济生活领域却很少有人相信这一点。人们总是觉得,集中力量并加以道德教化,没有什么事情不能实现。这样的说法对于现实生活的解释显然是无力的,因为人们很难真正说服人心。想要解释众多“事与愿违”的现象,就必须学习经济知识。
经济学知识分析人的行动规律,并将其扩展到整个社会领域。很多人们认为“本应如此”的道理,只是看起来很逼真,却经不起经济分析。《有些道理只是逼真》的内容,就是运用经济学知识,对于我们生活中所遇现象进行尝试解释,希望能让说明一些道理,破解一些谬见。
Author Description

这本书讨论了我们日常生活中遇到的各式各样的问题,用最普通的道理对这些问题加以分析,将复杂的现象还原为基本的逻辑。它大有助于帮助我们提高认识水平,走上正确的人生道路。
——茅于轼

人可以很快变聪明,人也可以迅速看破骗术,捷径就是学些经济学常识。这本书可以证明这点。这本书的 作者虽都是年轻人,但却眼光独特。他们的文章不被情绪的表象所迷惑,直达事件的本质,非常值得阅读。
——连岳
Catalogue

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保障快递安全谁更专业
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人人都爱看广告
天气预报也可以由市场提供吗
废除食盐专卖制度势在必行
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法国电影:一个迷人的神话
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Book Abstract

电商大战中消费者会被忽悠吗?观察家们自己不会被忽悠,智商不比他们低的消费者难道就会被忽悠?除非观察家们一直觉得消费者是蠢货。然而,一贯以消费者代言人自居的这帮人倒也未必敢表露出这样的倾向。
消费者选择购买商品,绝非只看价格不顾其他,消费者会考量除价格之外的其他因素,比如送货时间售后服务等。参与大战的各家电商,无非是要用更加吸引人的价格与服务,来讨好消费者。甭管参与大战的各家电商是否心怀鬼胎,拼得你死我活。这场竞争中,谁不讨好消费者,谁就是自取灭亡。
要是大战的电商仅仅只是虚张声势,怎么办?真要出现这样的情况,那他们也是在拿自己企业的声誉开玩笑,“煽风点火”的媒体可时刻盯着,每一双潜在消费者的眼睛也在盯着。事实上,互相竞争的电商就是彼此最好的监督者。
更值得一提的是,第三方的比价网站如惠惠网、什么值得买,监测各家电商的优惠活动以及价格,正是他们的主要工作,电商有啥猫腻难逃他们的法眼,他们发布的检测数据被很多媒体引用。这些比价网站都是市场中自发形成的,它们为消费者收集归纳各类电商的优惠活动,提供同一商品在各家电商的价格比对。
可见,电商大战中消费者不会轻易被忽悠。但“恶性竞争”是经常被提及的词汇。不少强势的企业经常莫名其妙被扣上这顶帽子。
某专家说:“企业家们只知道打价格战赢市场,消费者只以价榴选商家,监管机构袖手旁观而传媒业火上浇油,导致的是一个唯利是图的丛林市场。”换成大白话,他们的意思是价格大战是恶性竞争,磁坏正常的市场秩序。可是,消费者与电商你情我愿的事儿,怎么到专家的口里就成了恶性竞争了?或许他们担心一波又一波的电商大战,最终形成一家独大局面,产生垄断。可这样的垄断是通过市场竞争形成的,是每一个消费者用钞票选出来的,这与政府设置准入门槛的垄断完全是两回事。前者服务于消费者,后者损害消费者。后者的例子请参考中移动中石化中石油中……
1996年,由于地方政府大力扶持各地都生产彩电,造成彩电生产过剩。四川长虹率先宣布降价,随后TCL宣布降价,中国的彩电业就此打响了一场价格大战。最终结果是,彩电价格大幅降低并得到普及,而与此同时很多生产效率低下的彩电厂倒闭。这场彩电大战就是他们眼中的“恶性竞争”的典型。
价格大战,是非常的营销手段而已,竞争越惨烈,越有利于消费者。淘汰掉那些竞争力低的企业,最终留在市场的是那些能提供更低价格更高质量更好服务的企业。实际上电商们的价格大战是表面上能看到的,背后看不到的却是企业综合实力的竞争,比如融资能力、物流仓储成本、管理能力等等。

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