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第一,有智慧的创业者必须清楚,任何决策都应本着“成本降低、收益提高”的原则,要考虑3种效益:经济效益、社会效益和生态效益。仅考虑经济效益,不顾生态效益,是有缺失的。第二,不要迷信实验经济研究得出的数据。这些数据可做参考,但异时异地,情况发生了变化,结果也会不同。所以正确的态度是不要迷信也不要完全不信,比如,在作营销问题的决策时,经济人假设仍然重要。因为大多数人都希望买到便宜耐用的商品。第三,每次决策,都是一项战役的开始,不能凭侥幸经验。经验可能是财富也可能是包袱。投资股市与掷骰子不同,掷骰子每次都是重新开始,结果为“大”或“小”的机率,各占50%。而股市不同,选股的是人而不是机器。股市是有预期的。当大家都认为股市要跌的时候,股市真地就会跌下去。
First, wise entrepreneurs must be clear that any decision should be based on the principle of “cost reduction and income improvement.” Three types of benefits should be considered: economic, social, and ecological benefits. Considering economic benefits only, regardless of ecological benefits, there are shortcomings. Second, do not blindly believe the data from experimental economic studies. These data can be used for reference, but the situation has changed and the results will be different from time to time. So the correct attitude is not to be superstitious or to disbelief. For example, the economic person hypothesis is still important when making marketing decisions. Because most people want to buy cheap and durable goods. Thirdly, every decision is a beginning of a battle. It cannot be based on lucky experience. Experience may be wealth or burden. Investing in the stock market is different from rolling dice. Each time the dice roll is re-started, the result is a “large” or “small” chance, each accounting for 50%. And the stock market is different. People choose stocks instead of machines. The stock market is expected. When everyone thinks that the stock market is going to fall, the stock market will really fall.