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作为公司管理者,在保护股东权益上,最根本的不是短期高回报,而是经营好品牌,建立在强大品牌基础之上的企业稳健发展是对股东权益的最大保障。近些年来,由于公司管理层借提高股东价值为名而进行的种种贪婪行为和丑闻的曝光,主张股东回报最大化的观点遭到了严重的打击。而我认为,企业品牌战略规划目标中两个基本面的把握相当重要:一方面,企业品牌战略规划的经营实际上就是要通过提升内在价值来实现股东价值的最大化;另一方面,价值的最大化应该涵盖公司短期业绩的管理和公司长期健康发展的管理。
As a company manager, in protecting the rights and interests of shareholders, the most fundamental issue is not short-term high returns, but good brand management, based on a strong brand based on the steady development of the company is the maximum protection of shareholders’ rights and interests. In recent years, the idea of maximizing shareholders’ returns has been seriously hammered by the exposure of corporate greed and scandals in the name of shareholder value raising. In my opinion, it is quite important to grasp two fundamentals in the target of brand strategy planning: on the one hand, the operation of the enterprise brand strategy planning is actually to maximize the shareholder value by enhancing the intrinsic value; on the other hand, the value Maximization should cover the management of the company’s short-term performance and the management of the company’s long-term healthy development.