企业应收账款管理
摘要：应收账款管理直接影响公司的盈利能力。首先，本文样本公司实证研究的一部分，目的是分析应收账款和证明应收账款水平和盈利能力在资产收益表现之间的相关性。其次，理论研究的目的是探索信贷政策变化的成本和收益，确定影响净储蓄的独立变量，并建立了它们之间的关系，以开发一个新的数学模型，计算修订后的信贷政策的净储蓄。在研究结果的基础上，我们已经开发出一个数学模型，用于计算净储蓄和信贷政策的修订。根据此模型，公司可以根据信贷政策的变化考虑不同的信贷政策，以提高其收入和盈利能力，建立信贷政策，最终获取最大净利润。
关键词：应收账款、盈利能力、净储蓄、信贷政策
1．概述
应收账款是因其将产品销售给客户而欠公司的钱。公司投资的主要决定因素是在行业总销售额随着公司的信用和收集政策的水平时应收账款数目。
应收账款管理包括建立信用和收款政策。
信贷政策包括四个变量：信用期，早期付款，信用标准和征收政策的折扣。应收账款管理中的三个主要问题是：信用证应扩展，信用证的条款和应用于收款的程序。
应收账款的主要决定是对信用额度的确定和对客户的信用额度的确定。在任何特定时间内的应收账款总额是由两个因素决定的：信用销售数量和销售和收集的平均时间长度。信用证的条款直接关系到相关的成本和收入，以产生从应收款。如果信贷条件紧张，应收账款和坏账损失少的投资将减少，但销售额和利润的减少也会减少。
我们假设，通过应用科学的应收账款管理，并通过建立一个信贷政策来获取最高的净利润，公司可以获得利润最大化，以及投资回报率最大化。
本研究的目的是确定如何找到一个最佳的应收账款的水平，并利用不同的信贷政策，在一个可以接受的风险水平以达到最大的回报。这项研究致力于努力填补信贷政策变化的净储蓄的差距，并由此对管理者提出一些建议。文诶了实现这些差距的目的，本研究将调查应收账款的管理和探索的成本和收益信贷政策以及净利润的变化。
如果一家公司正在考虑改变其信贷政策来提高其收入，增量盈利能力必须与折扣和机会成本相比较，应收账款投资和相关的机会成本的关系。
最终我们得到一个新的数学模型，用于计算净储蓄信贷政策的变化，根据此模型，公司可以根据信贷政策的变化考虑不同的信贷政策，以提高其收入和盈利能力，最终获取最大净利润。
2.文献综述
2.1应收账款管理
应收账款占了绝大多数企业资产的相当大比例。应收账款，尤其是制造业企业的投资，代表了短期财务管理的一个重要部分。公司通常以现金和信用为基础销售商品和服务。公司宁愿以现金出售，也不愿用信用贷款，但竞争压力迫使大多数公司提供信贷。扩大交易信贷导致应收账款的产生。应收账款代表未被收款的信贷销售。当客户支付这些账款时，该公司收到与原始销售相关的现金。如果客户不支付账款，则会产生坏账损失。
在进行信用销售时，发生以下情况：存货的成本可以减少存货，销售价格导致应收账款增加了，而且差额就是利润，这是增加留存收益。如果是现金出售，那么账款实际上已经收到了，但如果销售是信用证，该公司将不会从销售收到现金，直到账款追回。应收账款既有直接和间接的成本，但也可以增加销售的收益。
根据室和莱西的研究，应收账款的管理主要有三个问题：向谁贷款，应该定什么信用证的条款，用什么程序来收钱。扩大信贷应根据成本和收益的比较。分析必须建立在不确定性基础上，因为我们是不确定什么时候付款，我们将处理这一计算的预期成本和预期收益，通过支付概率。延伸信贷的潜在成本是客户未来不支付。虽然有一种方法来计算这个成本作为产品的全部价格，它几乎总是更合适的使用该产品的实际成本。延伸信贷的潜在利益不只是一种交易的希望，而是客户的潜在价值。
当客户最初要求信用和客户要求提供额外信贷时，必须提供多少信贷的决定。指导财务决策的基本原则是：边际收益与边际成本。边际成本是产品附加的潜在损失成本。过去的销售成本是沉没成本，不应包括为边际成本。边际效益是潜在的销售和利息收入–包括恢复过去的销售仍然未收的潜力。
一旦决定给予信贷，该公司必须建立信用证条款。信用证条款通常分为2个部分：信用期和信用折扣。
应收账款收款是企业的一个重要过程，需要一个精心设计和实施的策略。一种收回应收账款的技术是代理业务。在一个典型的代理业务中，一家公司将应收账款以达成一致的价格全部出售给另一家公司。在此类交易中买方通常没有追索权，如果买方的货物没有最终支付给他们，是买方的损失。
加快收回应收账款收回的另一种技术是利用锁箱。锁箱是支付集合地点在地理位置上，以减少所需的时间，以减少所需的支票邮寄给该公司以存放和清除。该锁箱通常是邮政信箱地址，该地址从该存款一天直接到一家银行。当大量的资金参与时，减少邮件的时间和检查银行的结算时间可以节省大量的资金。
应收账款的支付应密切监测，以发现潜在的问题，如将被指示支付缓慢。跟进慢交客户是信用部门的重要职能。程序应仔细制定并不断实施。
应收账款的主要决定是对信用额度的确定和对客户的信用额度的确定。应收账款总额由两个因素决定：信用证的数量和销售与收回的平均时间长度。信用证的条款有直接关系到相关的成本和收入，以产生相应收款。
在评估潜在客户的支付能力时，应考虑到该公司的诚信、财务稳健、抵押担保和目前的经济状况。客户的信用健全可以通过定量分析，如回归分析。当一家公司向多家客户销售时，其信用政策并没有改变很长一段时间，就可以可靠地估计坏账损失。在管理应收账款时，建议以以下程序：
建立一个信贷政策，
制定一项有关收费政策的政策，
制定有关征收的政策，
建立信用政策可以包括以下活动：
应在扩大信贷前详细审查一个潜在客户的健全性。如仔细审查客户的财务报表和信用评级，以及审查财务服务报告是常见的程序。
如客户的财务健康状况发生变化，应修改信用额度。
必须注意营销因素，因为过分限制信贷政策会导致销售损失。
额外的销售回报加上降低库存成本是大于与应收账款的额外投资相关的增量成本时应选择在财政上适当的时候。
下列程序是建议在建立一个关于计费的政策：
客户报表应在1天内发送到达。
大型销售应立即收费。
客户应该收到货物时的顺序处理而不是当它在运输时。
服务收费应在临时基础或实际服务前立即进行时。
外文翻译 原文 Strategies for distinctive brands Material Source: Journal of Brand Management Author:Judith Lynne Zaichkowsky ABSTRACT Brand identity complements brand equity and it forms an important part of the strategic management of brands. Identity elements include a well-known brand name, logo, font type, symbols, colour, shape, as well as unique product and benefit descriptions. These different elements can contribute to distinct consumer perceptions of various brands in the marketplace and help to differentiate brands from competitors. Brand managers need to start with a vision of what they want their brand to represent and then use the appropriate identity elements to build the brand. Some brand identity components may be influential to choice at the subconscious level of consumers, and therefore the understanding of individual psychological processes of perception and social meaning is required by brand managers. Keywords: brand equity ; brand identity ; logos ; brand names ; packaging INTRODUCTION Much literature in the area of branding has focused on brand equity and its importance to strong brands. Although everyone agrees that understanding and creating brand equity is essential for marketing, very little academic attention is paid to understanding the importance of brand identity and its relation to brand equity and brand management. Brand identity is the visual picture and meaning derived from the visual impact of the brand. For the consumer to identify brands with their respective manufacturers, the brands must be sold with distinctive features supplied by that particular manufacturer. Strong and unique links to one source is what complements and protects brands from being interchangeable in the marketplace. Brand differentiation, or identity, may be achieved through a well-known brand name, logo, typeface, symbol, colour, shape, distinctive design of the package or product, as well as product benefit descriptions known as unique selling points
Master's thesis, University of London Information technology and accounting management with the use is the relevant value of information analysis and use, and various factors of production based on the value creation of corporate accounting and management contributions to the study of accounting will be the main content. No use of information technology, there is any enterprise information and accounting information to promote the implementation of value chain management will lose technical support, there is no theory of innovation value chain management, accounting, and information technology development, there is no power. In this paper, the meaning of information to start, leads to the meaning of accounting information, accounting information describes the development process, the second part of the analysis of the status quo of accounting information, analysis of its use in the problems, the third part of the proposed accounting information on the implementation of the strategic analysis. Keywords: accounting, information technology strategy I. Introduction (A) Background The development of accounting information in China has gone through more than 20 years, accounting information theory and practical application of talent, the accounting information system software has gradually matured, and, and the production, supply and marketing, human resources management, cost control and other aspects of the formation of an integrated management information system software. But the company found accounting information in the status of the development of enterprises is extremely uneven, a lot of strength and standardized management of large enterprises have been using the integrated accounting information system "ERP" is the management software, and the introduction of new ideas with the value of the supply chain management chain management system, and also the majority of the total business is still in the initial stage of the use of computerized accounting, or even manually. Enterprise management is still in the coexistence of traditional and modern, our corporate accounting information so early, the senior co-existence of the phenomenon will not surprise. Accounting information must be improved to facilitate the management of change. The essence of the value chain to value chain to implement the core business processes node changes, if companies choose the value chain as the core business process change, business management will enable a major step forward, it promotes corporate accounting development of information technology. (B) Significance
运用方差分析监管应收账款外文翻译 外文翻译 Monitoring Accounts Receivable Using Variance Analysis Material Source:Financial Management Author:George W. Gallinger and A. James Ifflander I. Introduction In the past ten years, several articles have appeared in the literature discussing the monitoring of accounts receivable. With few exceptions, however, the monitoring techniques proposed in these articles have not been incorporated into the standard textbook discussions. Therefore, it is not surprising that the traditional, and often misleading, techniques of days sales outstanding DSO and aging schedules still appear to be the primary vehicles used by analysts to evaluate a firm's accounts receivable balance. As discussed by Stone, many analysts recognize that receivables can be influenced by sales effects, and they attribute this to seasonal or cyclical factors. They attempt to eliminate, or at least minimize, these effects by comparing calculated DSO ratios and aging schedules against those of historical periods or those of competitors. However, this approach may not be very satisfactory. History seldom repeats itself
Foreign source ：Friends of the accounting, in 2009 (30) 84 85 Enterprise receivables management analysed 【abstract 】in order to meet the expanding sales and increase the competitiveness of the enterprises, reduce inventory, reduce inventory risk and management expenses need, the business activities in El often created accounts receivable. Accounts receivable is the enterprise is an important, the risk is bigger liquid assets, its quality is good or bad for a business often has had a significant impact. Because of the important account receivable, according to some accounts receivable management and accounting, points out the existing problems in the disadvantages of account receivable mismanagement, and puts forward some to strengthen the management of accounts receivable practices. 【keywords 】receivables; The provision for; Management risk Accounts receivable is the enterprise is an important, the risk is bigger liquid assets, its quality is good or bad for a business often has had a significant impact. These long-term difficult to recover the accounts receivable existence, seriously affected the enterprise. The normal production and business enterprise management costs, increased to different extent some enterprise into a financial crisis. 1.The role of account receivable. Expand sales, increase the competitiveness of the enterprises in the fierce market competition situation, is to promote the sales of credit is an important way. Enterprise credit is actually to provide customers with the two transactions, to customer selling products, and in a limited period introverted customers funds. In credit-tightening, market weakness, lack of money, the promotion with obvious credit for enterprise sales role. New products and explore new market is more important significance. Reduce inventory, reduce inventory risk and management costs. To the enterprise to hold finished goods inventory additional fee, warehousing costs and insurance expenses; Instead, the enterprise to hold accounts receivable, you do not need the spending. Therefore, when the enterprise products inventory more for long time, generally can use more favorable credit conditions, the inventory into pipes receivable and reduce finished goods in stock, save related expenses.
企业成本控制外文翻译文献(文档含英文原文和中文翻译)
译文： 在价值链的成本控制下减少费用和获得更多的利润 摘要： 根据基于价值链的成本管理理念和基于价值的重要因素是必要的。首先，必须有足够的资源，必须创造了有利的价值投资，同时还需要基于客户价值活动链，以确定他们的成本管理优势的价值链。其次，消耗的资源必须尽量减少，使最小的运营成本价值链和确保成本优势是基于最大商业价值或利润，这是一种成本控制系统内部整个视图的创建和供应的具实践，它也是一种成本控制制度基于价值链，包括足够的控制和必要的资源投资价值的观点，创建和保持消费的资源到合理的水平，具有价值的观点主要对象的第一个因素是构造有利的价值链，从创造顾客价值开始；第二个因素是加强有利的价值链，从供应或生产客户价值开始。因此它是一个新型的理念，去探索成本控制从整个视图的创建和供应的商品更盈利企业获得可持续的竞争优势。 关键词：成本控制，价值链，收益，支出，收入，成本会计 1、介绍 根据价值链理论，企业的目的是创造最大的顾客价值；和企业的竞争优势在于尽可能提供尽可能多的价值给他们的客户，作为低成本可能的。这要求企业必须首先考虑他们是否能为顾客创造价值，和然后考虑在很长一段时间内如何创造它。然而，竞争一直以“商品”（或“产品”）作为最直接的载体，因此，传统的成本控制方法主要集中在对“产品”和生产流程的过程。很显然，这不能解决企业的问题，企业是否或如何能为客户创造价值。换句话说，这至少不能从根本上解决它。 因此，企业必须首先投入足够的资源，以便他们能够创建客户值取向，然后提供它以最少的资源费用。所以在整个视图中对价值创造和提供整体的观点来控制成本，它可以为客户提供完美的动力和操作运行机制运行成本的控制，也可以从根本上彻底克服了传统的成本控制方法的缺点，解决了无法控制的创造和供应不足的真正价值。基于此，本文试图从创作的整体观讨论成本控制提供价值并探讨实现良性循环的策略，也就是说，“创造价值投资成本供应价值创造价值”。 2、成本及其控制的基于价值链理念 2.1基于价值链的成本观念 根据价值链理论，如果企业是要被客户接受，它必须创造和提供能满足其客户的价值。因此，成本（价值或资源支付费用）这不离为创造和提供顾客价值的活动，其活动的价值链。因此，我们应该从价值链角度看成本的重要。
Under the financial crisis to rebuilding accounting occupation ethics question research literature review 徐珊珊 The financial crisis has become an indisputable fact, accounting occupation morals got be pounded badly, be placed in jeopardy of accounting integrity. The accounting personnel in the country, social interests and the interests of individual units, conflicts of interest, not the interests of the temptation of forgery, alteration in accounting information or collusion, lost the basic concept of legal system, in order to meet their own selfish desires and make the non moral behavior, these are serious impact on accounting occupation and the accounting information reliability. Therefore we must strengthen the accounting occupation morals construction, establish and perfect the accounting, auditing and relevant law laws and regulations, strengthen the audit organization and the supervision of public opinion, to strengthen the accountant occupation morals education and continuing education. The financial crisis, it is to point to a country or several countries and regions all or most of the financial indicators, sharp, and ultra-short-cycle deterioration. The accounting occupation morals is the accounting occupation activities that should be followed, reflect accountant occupation characteristics of occupation code of conduct and norms. The financial crisis as catalyst, which have been faced with the serious challenge of accounting occupation morals bottom line faced collapse, especially small and medium-sized enterprises in China faces sharp decline in the volume of trade and capital shortage of the double pressure, serious influence to the environment for the survival and development of small and medium-sized enterprises. The outbreak of the financial crisis that causes, causes the enterprise market risks increase, contradiction of supply and demand increasingly outstanding, market atrophy caused by poor liquidity, appeared the phenomenon of serious run
Accounts Receivable Author: M. Elizabeth Haywood, Donald. Introduction Accounts receivable consists of monies due from customers as a result of an organization's normal business operations. The management of accounts receivable is an extremely important function since the collection of outstanding receivables represents the single most important source of cash for all organizations selling goods on open account. Because of the impact that accounts-receivable collections have on cash flow, it is important that responsibility for the day-to-day management of credit and collections activities be delegated to a single individual within the organization. Accounts Receivable as a Current Asset On the balance sheet, accounts receivable is reported as a current asset and is considered part of an organization's working capital. As a current asset, accounts receivable is expected to be turned into cash within the annual operating cycle of a business, which for most businesses is generally considered to be one year and corresponds to the twelve-month fiscal year used for financial reporting purposes. This, however, does not imply that it should take one year to collect individual receivable balances. In the case of a university press, accounts receivable represents a major component of current assets, working capital, and cash flow. The other major components of a university press's working capital are cash, short-term investments, and inventory. As a component of working capital, accounts receivable must be carefully managed in order to be turned into cash as quickly as possible and to avoid becoming uncollectible. Although accounts receivable is reported as a current asset, it must be carefully valuated and reported because until the receivable is collected, it cannot readily assist with the paying of current obligations. Accounts Receivable and Collections Reports Because of the significance of accounts receivable it is important for management to receive periodic reports that both measure the effectiveness of collection activities and inform or alert management of problem accounts. Ideally, reports should be generated on a monthly basis, but depending on the size of the receivable balance and collections staff, the issuance of such reports may range from weekly to quarterly. This flow of information is necessary so that management and collections staff can determine whether current credit and collections policies and procedures are working, or whether any of the policies and procedures need to be changed to more effectively collect outstanding receivables. Additionally, the collections staff needs information so that collection activities can be prioritized, problem accounts isolated, and outstanding balances collected. Analysis of Accounts Receivable and Collections
应收账款管理外文翻译文献编辑 上海财经大学浙江学院毕业设计(论文)外文翻译译文: 会计帐户应收账款(AR) 侯赛因?Pashang瑞典延雪平大学 文摘: 治理工商管理财务报表的质量是一个关键问题。经过痛苦的经验与实践的表外会计、应收账款(AR)的概念越来越多地得到了管理层的注意。这种关注的原因之一是,可以使用基于“增大化现实”的技术,高度灵活的方式,来影响底线和债务/股本比例。 本研究的目的是,通过必要的信息披露和其他一些会计原则和客观性等思想, 重要性、匹配和公允价值批判分析中使用的技术评估和测量的基于“增大化现实”技术。 关键词:会计确认、会计应收账款、会计披露。 1.介绍 账户操作的概念,包括“收益管理”,主要是附加的损益表的项目。例如,科普兰(1968)集中在收入报表和观察到管理影响净利润的大小有目的地。按照构建三个“否则”不利于收入的概念,“收益极大化者”和“收入smoothers”他把收入作为管理中心的研究重点。值得注意的是,盈余管理的概念,表示一个特定类型的会计实践,把注意力只在损益表。然而,账户操作可能分类上的实践,这些相关的平衡负债表和损益表分类。这些类型的操作不是文学中描述。也许,这个缺点的原因应该与复杂的会计技术有关,应用于促进盈余管理。 一项研究由理查森et al .(2002)表明,盈余管理主要是根据收入确认,包括基于“增大化现实”技术。他没有表明,使用基于“增大化现实”技术的方式来操纵
帐户。观察的会计违规和会计错误当局要求重述或修正的年度报告。AR-related 重述的原因应该与所需的“盈余管理”,包括操作的资产负债表和损益表。 看起来,“收益管理”是在路上被安放“管理帐户”的概念。新概念建构的旧概念收入管理和沟通管理更中性时尚的观点影响会计(见,例如。金融时报》6月8日,2009年)。根据定义,收益管理一组通信方式管理人为管理以满足一些预先设定的预期收益水平,如,分析师预期。跟上一些收入趋势,据分析师估计,它是先验假定可以影响投资者对风险的看法(Riahi-Belkaoui 2005; 马修斯和佩雷拉1996)。从本质上讲,这种类型的账户操作是基于股价的常见功能固定视图的决心,会计数字确定股票价格(马修斯和佩雷拉1996)、在任何情况下,盈余管理可能影响表示实践损益表和现金流等物品,净收益或风险被分析。 一方面,发明“管理帐户”一词来表示透明度返回诸如对冲基金的策略管理的实践。对冲的会计是一个帐户经理试图增加净利润。从这个意义上讲,“管理帐户”的意义属性与意义相反属性的“盈余管理”。另一方面,“管理帐户”一词表明各种会计相关服务平台来提高盈利能力的公司。这意味着管理倾向于使用这个概念作为吹捧灵丹妙药来修复的坏名声这个词“收益管理”。管理可以带来一些服务平台,比如对冲或增加净出售信用为了显示更高的盈利能力。正如我们看到的,托管账户的概念混乱。本研究关注的是技术方面的基于“增大化现实”技术,以展示如何“管理”基于“增大化现实”技术。发布的一份报告显示美国总审计局(GAO)显示,几乎38%的“会计违规行为”——需要重述——不当相关识别的收入基于“增大化现实”技术。 根据高,主要原因众多1977年和2002年之间(样本期): 主要原因百分比 收入确认 37.9 成本/费用 15.7
Enterprise Human Resources Management System Design And Implementation Abstract: Human resource management system is the core content of modern enterprise management. With the rapid development of the computer information technology and unprecedented prevalence of electronic commerce mode，the competition between enterprises is turning from visible economic markets to the network. Developing the human resource management system supported by computer technology，network technology and information technology can not only improve the skill of human resource management and the efficiency of the enterprises but also make human resource management modern and decision sciencefic,Modern human resource management uses B/S mode to avoid C/S modes short coming of difficult in maintdning and reusing.According to the functional requirements of the actual project,this article specificly state the analysis of system,the general desigin of the system,the detail design of system and the practice of the system. The development of the system is the practice of MVC design ideas, maing using the Jsp+Servlet+JavaBean form of development.Jsp is the practice of MVC design ideas’view,in charge of receiving/responding the request of the customer.Servlet mainly responsible for the core business control of the whole system is the practice of the vontroller of MVC design idea to take charge of the statistics and rules of the whole system. In the practice of the system, somr open-source projrcts,such as the Ajax technique,JfreChart statements,fileupload technology,has been used. Using the modern human resource management theropy and analysising the actual situation, comparing the current situation of human resource management system, a huaman resource contents of management system basied on the Internet/Intranet has been designed. The main management,attendance management training more efficient statistics. Keywords:human resource management; B/S mode; Open-source projects; MVC mode. 摘要 人力资源管理系统是现代企业管理的核心内容。随着计算机信息技术的高速发展，电子商务模式的空前盛行，企业之间的竞争也从有形的经济市场转向了网络。开发以计算机技术、网络技术、信息技术支持的现代人力资源管理系统，既能提高企业人力资源管理的技术含量和企业的办事效率，也能使人力资源管理能够进入现代化、决策科学化的进程。现代人力资源管理系统采用了B/S模式，可以避免C/S模式的重用性差、维护难度高的缺点和
品牌营销外文翻译文献(文档含中英文对照即英文原文和中文翻译) 译文： 品牌 消费者总有关于产品可用性、质量和可供选择的价格的不完全信息。这样的“不完美的信息”导致他们依靠那些减轻获取产品信息的费用的品牌。由于依靠名牌和伴生的公司名誉，每次购买时，消费者没有搜寻或调查产品就能做出合理的购买。 许多经济学家惊叹这样一个事实：消费者在名牌上投入了如此的信赖。问题是，如同这些经济学家看见的，消费者的信赖给了公司建立超出他们能收取的价格的品牌“市场力量”。因为这些经济学家宣称要“真实地”辨别产品，当公司以独特的名牌、相关的广告和积极的竞争来“区分”他们的产品，他们能够比其他人得到更多。名牌引导消费
者在不同的产品之间进行那些经济学家认为的人为的分别。公司因为品牌而受到尊敬，因此，名牌能使企业在提高价格的情况下而不会失去重大的销售额。 品牌导致消费者经常根据现实世界和“完美的”信息世界之间的比较而付出不必要的多余地的高价，那里同一个行业内的每个公司都承担出售相同的、没有品牌的“同类”产品。这些是在“完善的竞争模型，”作的假定，及有时供经济学家使用的简化的构建。虽然不完美信息是完全自然的和不可避免的。许多经济学家认为完善的竞争的绝佳状态是衡量政策是否理想的评判标准。那是因为在完善的竞争之下公司没有任何力量抬高交易价格。如果公司提高了他们的产品的价格甚至只比市场价格高一分，它都将什么也卖不出去。因此，在完全竞争情况下，消费者不会支付更高一分的价格购买在其他任何地方以更低的价格能买到的相同的产品。毫不奇怪，假定同类产品是理想的，导致以品牌区分产品而减少消费者福利的不正确涵义。那么，反过来，导致由哈佛经济学家爱德华·H 1956年主张的政策——商标不应该被强制执行。 但是，越来越多的经济行业认识到了假定产品是相同的存在着问题。你无法理解由没有下降的品牌效应为其服务的经济目的假定，我们居住在消费者都知晓的完全信息的世界。实际上，消费者没有充分的掌握信息，并且他们也知道他们并没有掌握完全的信息。因此，他们重视公司的名誉——并且他们愿意支付更多在那些一直供应高质量产品、拥有良好声誉的生产商的产品上。通过这种做法，消费者不会不合理行动。他们简单地设法保护自己没有必须用许多时间去学习获得关于各个公