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Tsim lub ntiaj teb cov hom lag luam uas muaj kev ruaj ntseg thiab kev sib tw yog ib txoj haujlwm tsis tseem ceeb.
Cov dej num ntawm IT kev txhawj xeeb ua rau rov xav txog lub tswv yim ntawm "kev sib tw kom zoo dua." Los ntawm kev teb sai sai rau cov neeg siv khoom xav tau thiab siv lub zog ntawm cov khoom lag luam, cov tuam txhab no txuas ntxiv tsim cov kev daws teeb meem loj rau cov teeb meem tshwm sim.
Cov yeeb yaj kiab hauv qab no qhia txog cov khoom lag luam muaj txiaj ntsig tshaj plaws hauv xyoo 2019 piv rau xyoo 2001, raws li kev ntsuas txhua xyoo Ntiaj Teb Cov Hom Zoo Tshaj Plaws. Qhov no qhia tau hais tias yuav ua li cas cov tuam txhab thev naus laus zis tau tswj hwm kom nce mus txog thoob ntiaj teb hauv lub sijhawm luv luv, thawb cov lag luam ib txwm muaj mastodons rau hauv keeb kwm yav dhau.
Kev txhais lus tau ua nrog kev txhawb nqa ntawm EDISON Software.Peb kho , thiab peb tseem koom nrog .
Peb nyiam tsim cov khoom lag luam! 😉
Brand Equity yog dab tsi thiab yuav ntsuas nws li cas?
Cov kws sau ntawv ntawm Lub Ntiaj Teb Cov Hom Tshuaj Zoo Tshaj Plaws tau tsim ib qho qauv rau kev ntsuas tus nqi hom. Tus nqi lag luam yog tus nqi tam sim no (NPV), lossis tus nqi tam sim no ntawm cov nyiaj tau los uas lub hom yuav tsim rau yav tom ntej.
Cov qauv ntsuas cov hom lag luam raws li lawv qhov kev xav txog nyiaj txiag, lub luag haujlwm hom lag luam thiab lub zog muaj zog.
Cov lus piav qhia luv luv ntawm txoj kev ntsuas kev ntsuasKev ntsuam xyuas siv peb yam tseem ceeb:
- Kev txheeb xyuas cov ntsuas nyiaj txiag cov khoom lag luam thiab cov kev pabcuam.
- Lub luag haujlwm ua si los ntawm hom hauv kev txiav txim siab ntawm cov neeg siv khoom.
- Hom kev sib tw.
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Kev txheeb xyuas nyiaj txiag
Nws ntsuas tag nrho cov nyiaj txiag rov qab los rau cov tub ua lag luam, lossis hauv lwm lo lus, nyiaj txiag nyiaj txiag. Economic profit yog kev khiav hauj lwm cov nyiaj tau los tom qab cov se rho tawm tag nrho cov nqi.
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Lub luag hauj lwm ntawm lub hom
Qhov xwm txheej no qhia txog qhov uas lub hom phiaj nws tus kheej cuam tshuam rau kev txiav txim siab yuav khoom / kev pabcuam, yam tsis xav txog lwm yam (xws li tus nqi, kev yooj yim lossis cov yam ntxwv ntawm cov khoom). Lub Hom Lub Luag Haujlwm Index (BRI) muab kev ntsuas ntau hauv cov ntsiab lus feem pua. Kev txiav txim siab ntawm RBI rau cov tuam txhab thoob ntiaj teb, nyob ntawm hom, suav nrog ib qho ntawm peb txoj hauv kev:
- kev tshawb fawb kev lag luam;
- kev sib piv nrog IRB ntawm lwm lub npe los ntawm tib lub lag luam;
- kws tshuaj xyuas.
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Hom kev sib tw
Qhov no ntsuas lub hom phiaj muaj peev xwm los tsim kom muaj kev ntseeg siab rau cov neeg siv khoom, uas ua kom muaj kev xav tau txuas ntxiv thiab cov txiaj ntsig ruaj khov yav tom ntej. Kev ntsuam xyuas yog ua raws li 10 yam, uas nws qhov kev ua tau zoo yog ntsuas txheeb ze rau lwm lub ntiaj teb-chav hom hauv kev lag luam. Kev txheeb xyuas kev sib tw muab kev nkag siab tob rau hauv lub hom phiaj qhov zoo thiab qhov tsis zoo.
Cov 10 yam tseem ceeb no yog ua raws li kev ntsuas sab hauv thiab sab nraud.
Cov yam ntxwv sab hauv:
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Kev nkag siab. Kev nkag siab meej ntawm cov neeg ua haujlwm hauv tuam txhab txog dab tsi lub hom phiaj qhia txog nws tus kheej qhov tseem ceeb, nws txoj haujlwm thiab kev muab. Nws tseem yuav nkag siab tias cov neeg tuaj saib lub hom phiaj yog leej twg. |
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Kev cog lus. Cov neeg ua haujlwm kev mob siab rau lub hom phiaj, kev ntseeg ntawm nws qhov tseem ceeb thiab lub luag haujlwm. |
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Tswj. Kev tswj hwm muaj peev xwm npaum li cas hauv cov teeb meem ntawm kev txhawb nqa cov npe, thiab seb qhov kev txhim kho tag nrho puas muaj txiaj ntsig. |
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Yooj yim. Lub peev xwm ntawm ib lub koom haum los txhim kho nws txoj kev lag luam, cia siab tias yuav hloov pauv kev lag luam, teeb meem thiab lub sijhawm, thiab teb rau lawv raws sijhawm. |
Lwm yam tseem ceeb:
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Qhov tseeb. Lub hom phiaj yog tsim los ntawm nws zaj dab neeg, qhov tseeb sab hauv thiab lub sijhawm. Puas yog cov neeg siv khoom '(siab) kev cia siab tau ntsib? |
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Qhov tseeb. Qhov cuam tshuam rau cov neeg siv khoom xav tau, ua raws li kev txiav txim siab cov txheej txheem rau kev yuav khoom rau cov pej xeem cov cheeb tsam thiab thaj chaw muaj feem cuam tshuam. |
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Kev sib txawv. Qhov twg cov neeg siv khoom pom lub hom phiaj yog qhov sib txawv. |
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Kev sib raug zoo. Yuav ua li cas npaum li cas lub hom tau raug sim yam tsis poob rau hauv txhua hom thiab cov ntsiab lus ntawm kev sib cuag nrog cov neeg tuaj saib. |
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Cov nyhuv ntawm lub xub ntiag.Yuav ua li cas ubiquitous lub hom xav. Puas yog cov neeg siv khoom, cov neeg siv khoom thiab cov kiv cua tham txog qhov zoo? Kev soj ntsuam pej xeem kev xav ob qho tib si hauv kev sib txuas lus ib txwm muaj thiab hauv kev tes hauj lwm. |
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Kev koom tes. Qhov twg cov neeg siv khoom pom kev nkag siab tob, kev koom tes thiab muaj kev nkag siab zoo ntawm kev txheeb xyuas nrog lub hom. |
Cov ntaub ntawv
Kev ntsuam xyuas cov khoom lag luam muaj kev ntseeg siab suav nrog kev tshuaj ntsuam xyuas ntawm ntau yam ntawm cov ntaub ntawv sib txawv. Ntxiv nrog rau kev tshawb fawb lub rooj thiab cov kws tshaj lij kev txiav txim siab, cov ntaub ntawv hauv qab no (qhov twg muaj) suav nrog hauv cov qauv kev ntsuas:
- Cov ntaub ntawv nyiaj txiag: cov ntawv tshaj tawm txhua xyoo, kev nthuav qhia rau cov tub ua lag luam, ntau yam kev txheeb xyuas, thiab lwm yam.
- Cov ntaub ntawv thoob ntiaj teb ntawm cov neeg siv khoom, kev muag khoom muag los ntawm qhov chaw qhib thiab kaw.
- Cov ntawv nyeem analytics, social network saib xyuas.
Technology txoj cai
Hauv xyoo 2001, tus nqi sib xyaw ntawm cov npe tau kwv yees ntawm $ 988 billion. Niaj hnub no nws twb yog $ 2,1 trillion thiab qhia txog kev loj hlob txhua xyoo ntawm 4,4%. Tau ntau xyoo, cov tuam txhab thev naus laus zis hauv ntiaj teb tau nce siab nyob rau hauv cov qeb duas thiab tam sim no suav rau ib feem tseem ceeb ntawm tag nrho cov nqi lag luam.
Niaj hnub no, 700 sab saum toj muaj cov khoom lag luam sib xyaw ua ke ntawm ze li $ 10 billion, thiab cov tuam txhab thev naus laus zis suav nrog ib nrab ntawm lub ntiaj teb 2019 hom khoom muaj txiaj ntsig tshaj plaws. Nws yuav tsis ua rau ib tus neeg xav tsis thoob tias Apple tuav lub npe ntawm cov khoom lag luam muaj txiaj ntsig tshaj plaws hauv ntiaj teb xyoo XNUMX - rau xyoo xya ua ke.
Tsuas yog 31 lub npe los ntawm 2001 qeb duas tseem nyob hauv cov npe tam sim no ntawm lub ntiaj teb cov npe zoo tshaj plaws, suav nrog Disney, Nike thiab Gucci. Coca-Cola thiab Microsoft yog ntawm ob peb tus uas tseem nyob hauv kaum sab saum toj.
Hauv qab no yog cov saum toj kawg nkaus nees nkaum hom tseem ceeb tshaj plaws hauv ntiaj teb. Kev lag luam IT tseem ceeb hauv xiav.
| Txoj haujlwm | Hom | Tus nqi lag luam ($ billion) | Hloov ib xyoo | Kev lag luam |
|---|---|---|---|---|
| #1 | Kua | $234 billion | ↑ 9% | IT thiab technology |
| #2 | $168 billion | ↑ 8% | IT thiab technology | |
| #3 | Amazon | $125 billion | ↑ 24% | IT thiab technology |
| #4 | Microsoft | $108 billion | ↑ 17% | IT thiab technology |
| #5 | Tso Tsheb Hlau Coca-Cola | $63 billion | Ncua -4% | Dej qab zib |
| #6 | Samsung | $61 billion | ↑ 2% | IT thiab technology |
| #7 | Toyota | $56 billion | ↑ 5% | Pib |
| #8 | Mercedes Benz | $51 billion | ↑ 4% | Pib |
| #9 | McDonald lub | $45 billion | ↑ 4% | Public catering |
| #10 | Disney | $44 billion | ↑ 11% | Lom ze |
| #11 | BMW | $41 billion | ↑ 1% | Pib |
| #12 | IBM | $40 billion | Ncua -6% | IT thiab technology |
| #13 | Intel | 40bn ua | Ncua -7% | IT thiab technology |
| #14 | $40 billion | Ncua -12% | IT thiab technology | |
| #15 | Cisco | $35 billion | ↑ 3% | IT thiab technology |
| #16 | Nike | $32 billion | ↑ 7% | Kev Muag Khoom |
| #17 | Louis Vuitton | $32 billion | ↑ 14% | Kev Muag Khoom |
| #18 | Oracle | $26 billion | ↑ 1% | IT thiab technology |
| #19 | General Electric | $25 billion | ↑ 22% | Multi-kev lag luam. |
| #20 | kua ntoo | $25 billion | ↑ 10% | IT thiab technology |
Lwm lub npe los ntawm TOP 100Cov tuam txhab uas, rau ib qho laj thawj lossis lwm qhov, tsis suav nrog xyoo tas los qeb duas raug cim tias Tshiab.
| Txoj haujlwm | Hom | Tus nqi lag luam ($ billion) | Hloov ib xyoo | Kev lag luam |
|---|---|---|---|---|
| #21 | Hasdas | $24 billion | ↑ 3% | Pib |
| #22 | Chanel | $22 billion | ↑ 11% | Kev Muag Khoom |
| #23 | American Express | $22 billion | ↑ 13% | IT thiab technology |
| #24 | Pepsi | $20 billion | Ncua -1% | Dej qab zib |
| #25 | JP Morgan | $19 billion | ↑ 8% | Nyiaj txiag |
| #26 | Ikea | $18 billion | ↑ 5% | Kev Muag Khoom |
| #27 | ib ce | $18 billion | ↑ 7% | Logistics |
| #28 | Hermes | $18 billion | ↑ 9% | Kev Muag Khoom |
| #29 | Zara | $17 billion | Ncua -3% | Kev Muag Khoom |
| #30 | H&M | $16 billion | Ncua -3% | Kev Muag Khoom |
| #31 | Accenture | $16 billion | ↑ 14% | Kev Pabcuam Lag Luam |
| #32 | Budweiser | $16 billion | ↑ 3% | Cawv |
| #33 | Gucci | $16 billion | ↑ 23% | Kev Muag Khoom |
| #34 | Pampers | $16 billion | Ncua -5% | FMCG |
| #35 | Ford | $14 billion | ↑ 2% | Pib |
| #36 | Hyundai | $14 billion | ↑ 5% | Pib |
| #37 | Gillette | $14 billion | Ncua -18% | FMCG |
| #38 | Nescafe | $14 billion | ↑ 4% | Dej qab zib |
| #39 | Tsev av | $13 billion | ↑ 20% | IT thiab technology |
| #40 | Volkswagen | $13 billion | ↑ 6% | Pib |
| #41 | Citi | $13 billion | ↑ 10% | Cov kev pabcuam nyiaj txiag |
| #42 | Audi | $13 billion | ↑ 4% | Pib |
| #43 | Allianz | $12 billion | ↑ 12% | Insurance |
| #44 | ebay | $12 billion | Ncua -8% | IT thiab technology |
| #45 | adidas | $12 billion | ↑ 11% | Zam, khaub ncaws |
| #46 | Axa | $12 billion | ↑ 6% | Insurance |
| #47 | HSBC | $12 billion | ↑ 5% | Nyiaj txiag |
| #48 | Starbucks | $12 billion | ↑ 23% | Public catering |
| #49 | Philips | $12 billion | Ncua -4% | Electronics |
| #50 | Porsche | $12 billion | ↑ 9% | Pib |
| #51 | L'oreal | $11 billion | ↑ 4% | FMCG |
| #52 | Nissan | $11 billion | Ncua -6% | Pib |
| #53 | Goldman Sachs | $11 billion | Ncua -4% | Nyiaj txiag |
| #54 | Hewlett Packard | $11 billion | ↑ 4% | IT thiab technology |
| #55 | visa | $11 billion | ↑ 19% | IT thiab technology |
| #56 | Sony | $10 billion | ↑ 13% | IT thiab technology |
| #57 | kev | $10 billion | Ncua -2% | FMCG |
| #58 | Siemens | $10 billion | ↑ 1% | IT thiab technology |
| #59 | Danone | $10 billion | ↑ 4% | FMCG |
| #60 | Nestle | $9 billion | ↑ 7% | Dej qab zib |
| #61 | Canon | $9 billion | Ncua -9% | IT thiab technology |
| #62 | MasterCard | $9 billion | ↑ 25% | IT thiab technology |
| #63 | Dell Technologies | $9 billion | Tshiab | IT thiab technology |
| #64 | 3M | $9 billion | Ncua -1% | IT thiab technology |
| #65 | Netflix | $9 billion | ↑ 10% | Lom ze |
| #66 | Colgate | $9 billion | ↑ 2% | FMCG |
| #67 | Santander | $8 billion | ↑ 13% | Nyiaj txiag |
| #68 | Cartier | $8 billion | ↑ 7% | Khoom kim heev |
| #69 | Morgan Stanley | $8 billion | Ncua -7% | Nyiaj txiag |
| #70 | salesforce | $8 billion | ↑ 24% | IT thiab technology |
| #71 | Hewlett Packard Enterprise | $8 billion | Ncua -3% | IT thiab technology |
| #72 | PayPal | $8 billion | ↑ 15% | IT thiab technology |
| #73 | FedEx | $7 billion | ↑ 2% | Logistics |
| #74 | Huawei | $7 billion | Ncua -9% | IT thiab technology |
| #75 | Lego | $7 billion | ↑ 5% | FMCG |
| #76 | Kab ntsig | $7 billion | ↑ 19% | Multi-kev lag luam. |
| #77 | Ferrari | $6 billion | ↑ 12% | Pib |
| #78 | Kia | $6 billion | Ncua -7% | Pib |
| #79 | Corona | $6 billion | ↑ 15% | Cawv |
| #80 | Jack Daniels | $6 billion | ↑ 13% | Cawv |
| #81 | Panasonic | $6 billion | Ncua -2% | IT thiab technology |
| #82 | Dior | $6 billion | ↑ 16% | Zam, khaub ncaws |
| #83 | DHL | $6 billion | ↑ 2% | Logistics |
| #84 | John Deere | $6 billion | ↑ 9% | Multi-kev lag luam. |
| #85 | Av Rover | $6 billion | Ncua -6% | Pib |
| #86 | Johnson & Johnson | $6 billion | Ncua -8% | Kev Muag Khoom |
| #87 | Uber | $6 billion | Tshiab | IT thiab technology |
| #88 | Heineken | $5,626 | ↑ 4% | Cawv |
| #89 | Nintendo | $6 billion | ↑ 18% | Lom ze |
| #90 | MINI | $5 billion | ↑ 5% | Pib |
| #91 | Discovery | $5 billion | Ncua -4% | Lom ze |
| #92 | Spotify | $5 billion | ↑ 7% | IT thiab technology |
| #93 | KFC | $5 billion | ↑ 1% | Public catering |
| #94 | Tiffany & Co | $5 billion | Ncua -5% | Zam, khaub ncaws |
| #95 | Hennessy | $5 billion | ↑ 12% | Cawv |
| #96 | Burberry | $5 billion | ↑ 4% | Zam, khaub ncaws |
| #97 | Plhaub | $5 billion | Ncua -3% | Kev lag luam fais fab |
| #98 | $5 billion | Tshiab | IT thiab technology | |
| #99 | Harley Davidson | $5 billion | Ncua -7% | Pib |
| #100 | Prada | $5 billion | Ncua -1% | Zam, khaub ncaws |
Hauv xyoo 2001 (thawj xyoo hauv tsab ntawv ceeb toom), 100 hom tau pib sawv cev. Txij thaum ntawd los, ntau lub tuam txhab thev naus laus zis tau koom nrog bandwagon thiab tau nce mus rau saum cov npe. Thaum 137 lub npe nrov (xws li Nokia thiab MTV) tau suav nrog hauv kev ntaus nqi xyoo dhau los
thiab ces poob tawm ntawm nws.
Hauv qhov kev hloov pauv zoo kawg nkaus, Facebook tau nyob ntawm ib qho ntawm 10 sab saum toj, tab sis tom qab ntawd poob tawm ntawm 14 sab saum toj thiab coj XNUMX qhov chaw tom qab xyoo nyuaj. Txawm li cas los xij, qhov no tsis yog qhov xav tsis thoob. Lub tuam txhab thev naus laus zis tau koom nrog hauv kev sib hais plaub txij li cov ntaub ntawv tsis pub lwm tus paub txog kev cuam tshuam rau nom tswv.
Cov hom twg yog qhov loj tshaj plaws?
Cov hom lag luam loj tshaj plaws ntawm xyoo 2019 kuj tseem ceeb rau kev tswj hwm thev naus laus zis, nrog Mastercard, Salesforce thiab Amazon ua txoj hauv kev.
Cov tuam txhab hauv qhov qeb duas no tau loj hlob ntau dua piv rau xyoo tas los.
| Txoj haujlwm | Hom | Tus nqi lag luam ($ billion) | Hloov ib xyoo | Kev lag luam |
|---|---|---|---|---|
| #1 | MasterCard | $9 billion | ↑ 25% | IT thiab technology |
| #2 | salesforce | $8 billion | ↑ 24% | IT thiab technology |
| #3 | Amazon | $125 billion | ↑ 24% | IT thiab technology |
| #4 | Gucci | $16 billion | ↑ 23% | Khw muag khoom |
| #5 | Starbucks | $12 billion | ↑ 23% | Public catering |
| #6 | Tsev av | $13 billion | ↑ 20% | IT thiab technology |
| #7 | visa | $11 billion | ↑ 19% | IT thiab technology |
| #8 | Kab ntsig | $7 billion | ↑ 19% | Multi-kev lag luam. |
| #9 | Nintendo | $6 billion | ↑ 18% | Lom ze |
| #10 | Microsoft | $108 billion | ↑ 17% | IT thiab technology |
Kev vam meej ntawm cov hom no tuaj yeem raug ntaus nqi los ntawm lawv lub peev xwm los cia siab tias yuav hloov pauv cov neeg siv khoom xav tau.
Txawm hais tias kev sib raug zoo ntawm kev lag luam kev ua tau zoo thiab cov khoom lag luam sib luag tau sib tham dav dav rau ntau xyoo lawm, nws yog qhov tseeb tias cov neeg siv khoom txaus siab pab txhawb lub hom lag luam thiab ua rau muaj txiaj ntsig zoo rau nyiaj txiag.
Ua txhaum koj cov cai, txwv tsis pub koj cov neeg sib tw yuav rhuav koj
Ntxiv nrog rau kev cia siab tias yuav hloov cov kev xav tau, qee qhov kev ua tau zoo tshaj plaws kuj tseem tsom rau cov neeg siv khoom qis dua. Qhov no yog qhov pom tau zoo tshaj plaws hauv cov khoom kim heev thiab cov khw muag khoom, ob qhov kev loj hlob sai tshaj plaws rau xyoo thib ob ua ke.
Cov tub ntxhais hluas cov neeg tuaj saib hauv lawv qhov kev nyiam yuav yog tsom rau kev siv thev naus laus zis, tab tom ua ntau thiab xav tau thiab nyiam sib qhia cov kev paub dhau los. Yog li ntawd, cov khoom lag luam ib txwm muaj thoob plaws txhua qhov kev lag luam tau tsim kho tshiab los khaws cov neeg tuaj saib, thiab qee lub tuam txhab tseem ceeb dhau los ua cov thev naus laus zis hauv lawv tus kheej hauv cov txheej txheem.
Gucci, piv txwv li, koom nrog nws tam sim no renaissance nrog kev tshawb nrhiav rau kev sib xyaw ua ke zoo tshaj plaws ntawm kev muaj tswv yim thiab thev naus laus zis. Lub tuam txhab, uas nws lub hauv paus kev lag luam tau ua nws cov cuab yeej cuab tam keeb kwm, tam sim no tsom mus rau kev lag luam e-lag luam thiab kev tshaj xov xwm los koom nrog nws cov neeg siv khoom Gen Z.
Ib yam li ntawd, Walmart tsis ntev los no tshaj tawm tias nws tab tom siv virtual reality headsets thiab tshuab kawm robots los sib tw nrog Amazon.
Puas yog txhua lub tuam txhab ib txwm ua thaum kawg ua cov tuam txhab thev naus laus zis - lossis lawv puas yuav noj tsuas yog ciaj sia?
Nyeem kuj ntawm EDISON Software blog:
Tau qhov twg los: www.hab.com