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苏格拉底的哲学

苏格拉底的哲学

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苏格拉底的哲学

2021-03-03

$游戏驿站(GME)$麻烦问一下，3月5号800的期权如果我不卖，也不动，是直接过期吗，不会亏损为负吧

苏格拉底的哲学

2020-05-22

与你无关写个锤子文章，闲的

我站瑞幸，我有错吗？

苏格拉底的哲学

2019-04-12

$特斯拉(TSLA)$特斯拉适合做波段

苏格拉底的哲学

2019-04-12

$老虎证券(TIGR)$空军

苏格拉底的哲学

2019-04-12

$老虎证券(TIGR)$今天做空了老虎，感觉还会上升，但是最后一定会下跌，没有那么多的价值，不值那么多的钱

苏格拉底的哲学

2019-04-12

$老虎证券(TIGR)$看不懂目前的走势

苏格拉底的哲学

2019-03-20

#和老虎的故事# 大学第一次买美股，用的老虎证券，希望老虎陪伴我的美股投资生涯，陪伴是最长情的告白

苏格拉底的哲学

2019-02-14

$Tilray Inc.(TLRY)$ 希望麻姐给力点

苏格拉底的哲学

2018-11-30

求教一下，保证金增减500什么意思，不是太懂，一手0.65乘以100，是不是我期权费只用65？

苏格拉底的哲学

2018-10-25

$AMD(AMD)$刚来老虎没多久，做美股，三天前全仓杠杆空了按摩店，结果没有把控好风险，被强平了，如果没有强平，这三天收入也得有百分之25了，这就是股市，刺激，精彩，让人着迷

苏格拉底的哲学

2018-10-18

$易车网(BITA)$空了，看你能坚挺多久

苏格拉底的哲学

2018-10-10

$蔚来汽车(NIO)$可以可以这个垃圾

去老虎APP查看更多动态

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<span>“身边的事比世界大事要紧，因为图画远近大小的比例，窗台上的瓶花比窗外的群众场面大。”</span>\n</blockquote>\n<p><span><b>22亿财务造假&amp;消费者的购买热潮</b></span></p>\n<p><span>4月2日晚，瑞幸咖啡自曝22亿元收入的财务造假。消息一出，瑞幸股价暴跌80%，市值急速缩水，沽空机构获利。</span></p>\n<p><span>4月7日，瑞幸咖啡宣布停牌。</span></p>\n<p><span>5月19日，瑞幸咖啡公告称收到纳斯达克交易所的退市通知，公司计划举行听证会。</span></p>\n<p><b><span>瑞幸咖啡财务造假的黑天鹅，在资本市场上引起了“地动山摇”。</span></b><span>SEC（美国证监会）警告提示中概股风险，纳斯达克收紧上市标准，美股上百只中概股一片绿油油，卷入信用危机的风暴。事件不仅让投资者损失惨重，更是损害了中概股在国际市场上的信誉，也会加深美国资本市场会对中概股的偏见，加大了后续中国公司在美上市的难度。</span></p>\n<p><b><span>然而，在资本市场遭受重击的至暗时刻，戏剧性的事情发生了。</span></b><span>舆论爆发的第二天，即4月3日，瑞幸咖啡订单爆满，瑞幸咖啡APP、小程序全线崩溃，线下门店客流量也比平时暴增很多。财经媒体福布斯在4月3日的采访中发现，瑞幸咖啡的负面消息并没有对消费者产生强烈的影响。记者在瑞幸咖啡中港汇门店、太阳City门店、嘉里不夜城门店前随机采访了二十几位消费者，83%消费者称已得知瑞幸咖啡财务造假的事情，94%的消费者称财务造假不影响对瑞幸咖啡产品的认可。</span></p>\n<p><span>受访的绝大部分消费者认为：</span></p>\n<blockquote>\n <span>“对于一个普通的消费者来讲，只要瑞幸咖啡的味道不变，优惠不变，品质依然能保证，对我没有什么太大影响。”</span>\n</blockquote>\n<p><span>网络上甚至有人戏称瑞幸咖啡是“民族之光”，“割美国人的韭菜请国人喝咖啡”。</span></p>\n<p><b><span>当然，市场上还有另外一种截然相反的声音。</span></b><span>有部分消费者认为，瑞幸咖啡造假事件的性质之恶劣、影响之大都超出想象。连中国证监会都表态“对财务造假表示强烈谴责”，你我作为消费者怎么能不谴责呢？消费者应该摒弃这样三观不正的企业，更不该支持它的产品。正如新华社所评“敬畏市场规则，诚信方得长久”。</span></p>\n<p><span>毫无疑问，这种声音是正确的。财务造假的行为是一种违法犯罪，是该遭到唾弃的。但有趣的是，消费者为何会形成这样的态度分歧？甚至大部分人都选择了对瑞幸咖啡“再来一杯”。其实，不难理解：</span>如果从集体利益的大局观来讲，<span>消费者应该对价值观不正的企业坚决说“不”，才有利于整个市场的健康运行，投资者才不会被一次又一次的“割韭菜”；</span>但如果从个人利益的角度出发，<span>消费者是逐利的，会倾向于选择市场上物美价廉的商品，消费者并不关心企业的财务是否造假，只关心各种补贴和优惠券是否依然能正常使用。</span></p>\n<p><span>那么，为什么会这样？</span></p>\n<p><span><b>回溯资本市场的“个人”与“群体”利益</b></span></p>\n<p><b><span>要想理解消费者在个人利益与群体利益之间的抉择机理，首先要理解资本市场是如何处理这种矛盾的。</span></b><span>群体利益和个人利益之战在资本市场的发展历程中也是相当精彩。我们都知道，在资本市场高速发展期的公司和公司法，就是一种本着集体和个人利益统一的思想而设计的（虽然现实的发展偏离了这种初衷）。</span></p>\n<p><span>在资本市场公司法的思想里，有以下几点利益一致性：资本与市场的利益协同性、大户和散户的利益协同、股东会和管理层的利益协同、公司和员工收益上的融合、企业和市场（用户）目标的一致、企业和社会福利的协调。从资本到市场，从企业到消费者都是一种团结的利益圈，本着这种理念的企业才会有巨大发展潜力。</span></p>\n<p><span>这些利益协同性在公司法中具体体现为以下几点：</span></p>\n<blockquote>\n <span>（1）做市商按照金融原理，让企业股票稳步地跑赢通胀，凝聚更多的散户，让企业获得更多的信用并赢得了发展需要的资源。这本来就是大户和散户的一种利益分享。（2）股东投资有发展前景的团队，促进和协助企业的扩张，提高投资收益总量，提高前期投资者的投资收益，达到目标一致，扩张。（3）高福利凝聚人才，企业通过期权、股权、业绩奖金、年薪制、年休等福利措施，与人才分享企业成长的收益，凝聚人心。（4）产品的目标是满足市场，提高效率的目标是降低成本，这也使客户和企业的愿望走到一起。</span>\n</blockquote>\n<p><span>显然，资本市场并没有达到公司法中这样理想主义的自洽。公司为了一己私利牺牲消费者的群体利益的案例屡见不鲜。大户蚕食散户、垄断市场、哄抬物价、产品偷工减料等破坏市场秩序、伤害消费者自身利益的戏法每天都在上演。</span><span><b>被割韭菜到麻木的投资者和消费者对企业行为和资本市场的信任已经瓦解。信任机制已然崩塌，消费者个人利益和群体利益的一致性又从何保证？</b></span></p>\n<p><span>答案是难以保证。</span></p>\n<p><b><span>消费者与资本市场本是一种“你不负我，我不负你”的关系，但是在资本市场一次次为了企业私利而牺牲群体利益之后，消费者对资本市场的失望与不满情绪愈加强烈。这也催生了瑞幸咖啡事件中消费者对“个体利益和群体利益”选择的矛盾。</span></b></p>\n<p><span><b>消费者：个人利益or群体利益？</b></span></p>\n<p><span>在市场经济机制中，消费者固然是可以为了群体利益而短暂牺牲个人利益，但是这种做法有一个前提：个人利益与集体利益达到一致，且在服从集体利益后个人能够获得更大的利益。即集体大于单干，最终收益大于牺牲的成本。</span></p>\n<p><span>那为什么在瑞幸咖啡事件中，投资者选择了追求个人利益呢？</span></p>\n<p><span>这是因为资本市场在追求所谓“个人利益与集体利益一致化”的过程中，本就积存了很多顽疾，更是把这种信任危机带给了消费者。那么当个人利益与群体利益产生冲突的时候，若消费者优先服从群体利益，将会面临以下问题：</span></p>\n<p><b><span>1、选择群体利益时产生的机会成本。</span></b><span>这意味着消费者在选择群体利益的同时，会面临个人利益损失的可能性。在瑞幸咖啡事件中，消费者从大局观出发，就该和投资者一起抛弃瑞幸咖啡，对此类丑闻缠身企业的产品坚决说“不”，从而助力市场秩序的健康运行。但若做此抉择，就白白损失了手中的折扣券，丧失了在使用优惠消费时的精神快感，甚者，可能平添一笔不得不去买更贵的咖啡而带来的潜在金钱“亏损”。</span></p>\n<p><b><span>2、服从群体利益后追求的“长远利益”是否可靠。</span></b><span>我们都接受过类似的教育，遵从个人利益是目光短浅，服从群体利益才是长久之计。那么当消费者放弃个人利益、不再追捧瑞幸咖啡、加速败德企业淘汰，并期盼资本市场越来越好之后，消费者个体在未来是否还能享受到这资本市场的长期红利呢？这个问题是没有保证的，消费者也会存疑：我牺牲个人利益换来的“长远利益”说不定又回到了资本家的手里，那我为什么不抓住肉眼可见的短期利益呢？</span></p>\n<p><b><span>3、资本市场集体不能有效维护消费者个体。</span></b><span>如果把国际资本市场看作“群体利益”的一个整体，在瑞幸事件中，消费者则认为个体自身与美股市场的利益相关性不大。如果放弃消费瑞幸咖啡，固然会有利于美股市场，但是美股市场并不会有效维护你我个人的消费者利益，甚至美国资本市场的造假丑闻也曾经给整个国际市场、给每一个消费者带来重创。严格来说，不管是国际市场还是美股市场，其实都是和每一个消费者息息相关的，但消费者在做决策时毕竟不是一个理性的经济人，追求个人利益的最大化也是无可厚非。</span></p>\n<p><b><span>以上这些问题如同深壑一般，横在消费者和资本市场之间，</span></b><span>在这种“资本市场与消费者的畸形互动”中，消费者选择短期的个人利益也就可以理解了。</span></p>\n<p><b><span>另外，从集体主义的原则性来探讨瑞幸咖啡事件里消费者的选择也是有理可循的。</span></b><span>集体主义原则虽然主张集体利益高于个人利益，提倡在个人利益与集体利益发生矛盾时，个人利益要服从集体利益，但并非主张任何情况下都应该牺牲个人利益，这种自我牺牲应该是有条件的必要牺牲。</span></p>\n<p><span>集体主义原则中认为，“个人利益与集体利益发生冲突，而个人利益又是正当的，在其他条件下是可以得到满足的，而在此时此地，不牺牲个人正当利益，集体利益就无法实现时，社会主义集体主义原则要求必须牺牲个人利益”。</span></p>\n<p><span>从瑞幸咖啡事件来看，首先，消费者认为“用优惠券购买瑞幸咖啡”这个正当利益目前是很难被替代的；其次，这个消费行为并没有到“不牺牲正当利益，集体利益就无法实现”的程度，所以消费者认为自己去挤兑式消费咖啡是一种个人自由和权利，并没有什么不妥。</span></p>\n<p><span><b>瑞幸事件里消费者的选择重要吗？</b></span></p>\n<p><span>既然消费者在资本市场的动荡中选择了维持个人利益，继续支持瑞幸咖啡。那么这种与投资者截然相反的选择在市场中又具有怎样的分量呢？</span></p>\n<p><b><span>毋庸置疑，消费者行为的重要性是不言而喻的。</span></b><span>消费者的选择一直都是筛选产品、选优逐劣的重要一环，但这种有效筛选机制的前提是市场为非垄断状态。当市场接近完全竞争时，消费者才会有足够的选择权，才能够将目光放在服务好、质量高、价格实惠的产品上。在瑞幸咖啡之前，国内的咖啡饮品市场中基本上是<a href=\"https://laohu8.com/S/SBUX\">星巴克</a>一家独大，消费者没有太多的选择。所以，此次消费者才会对瑞幸咖啡有一定的“留恋情绪”。</span></p>\n<p><span>那如何看待此次情景下消费者的选择呢？辩证地看，在短期和长期效应下，消费者在瑞幸咖啡事件中的选择将占据不一样的分量。</span></p>\n<p><span>从短期来看，消费者的认可式消费无法改变瑞幸咖啡退市的结局。回溯过往的财务造假企业，<a href=\"https://laohu8.com/S/002069\">獐子岛</a>、辉山乳业等企业无一不被投资者和市场抛弃。这从一定程度上说明，市场机制其实会倒逼财务造假的企业做出选择。从目前呈现出的趋势来看，瑞幸咖啡已经被投资者抛弃、被B端客户抛弃、被市场抛弃，但还没有被消费者抛弃。</span><span><b>一个很典型的现实是，在“自曝22亿造假”之后至今，小蓝杯上的咖啡杯套再也没有广告的投放，这无疑是一笔极大的收入损失。</b></span></p>\n<p><span>那么从长期来看，风波之后，假如消费者依然选择认可瑞幸，那么瑞幸能否再续辉煌？</span></p>\n<p><span>它的终极结局到底是什么，没有人知道。</span></p>\n<p><span>这依赖于瑞幸前期的品牌效益能否获得大量消费者长期的支持和追捧，也取决于瑞幸在丑闻之后是否拥有企业重建的强大能力。</span></p>\n<p><span>综上所述，即使瑞幸咖啡有消费者消费热度不减的支持做保护衣，但由于其财务造假违法犯罪的事实已经对市场造成了恶劣的影响，瑞幸咖啡近一年的商业奇迹幻想可以说是自此破灭。当然，我们不能轻率地说“瑞幸完蛋了”，到底它会如何发展，让我们拭目以待。</span></p>\n<p><span>瑞幸事件过后，资本市场和消费者都会进行一定的反思。</span><span><b>在经济全球化的今天，没有人能独善其身。重塑当前资本市场和消费者之间的信任机制是今后经济体制健康运转的基础。</b></span><span>只有改变先前“资本市场与消费者的畸形互动”，才能真正达到个人利益与群体利益的统一。</span></p>\n<p><span>“非以其无私邪，故能成其私。”要想消费者做到为了群体利益而做出长远睿智的选择，企业和资本就应该先懂得“无私才能成其私”这个道理。如此，才能赢得消费者的信任，缓解消费者的不满情绪。我相信，当这个市场变得足够好的时候，消费者自然会感受到被集体原则覆盖的平等性和自由选择权，那才是资本、企业和消费者握手言和的一天。</span></p>\n<p><span>最后，回到我们开头提出的问题“面对一家财务造假的公司，我还要买它的产品么？”</span></p>\n<p><span>看了一下手边刚买回的小蓝杯，回复了下：</span></p>\n<blockquote>\n <span>造假？雨我无瓜。</span>\n</blockquote>","source":"lsy1568689437122","collect":0,"html":"<!DOCTYPE html>\n<html>\n<head>\n<meta http-equiv=\"Content-Type\" content=\"text/html; charset=utf-8\" />\n<meta name=\"viewport\" content=\"width=device-width,initial-scale=1.0,minimum-scale=1.0,maximum-scale=1.0,user-scalable=no\"/>\n<meta name=\"format-detection\" content=\"telephone=no,email=no,address=no\" />\n<title>我站瑞幸，我有错吗？</title>\n<style type=\"text/css\">\na,abbr,acronym,address,applet,article,aside,audio,b,big,blockquote,body,canvas,caption,center,cite,code,dd,del,details,dfn,div,dl,dt,\nem,embed,fieldset,figcaption,figure,footer,form,h1,h2,h3,h4,h5,h6,header,hgroup,html,i,iframe,img,ins,kbd,label,legend,li,mark,menu,nav,\nobject,ol,output,p,pre,q,ruby,s,samp,section,small,span,strike,strong,sub,summary,sup,table,tbody,td,tfoot,th,thead,time,tr,tt,u,ul,var,video{ font:inherit;margin:0;padding:0;vertical-align:baseline;border:0 }\nbody{ font-size:16px; line-height:1.5; color:#999; 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8px;line-height:1.3;color:#ddd; }\n.meta {color:#5e5c6d;font-size:13px;margin:0 0 .5em; }\na{text-decoration:none; color:#2a4b87;}\n.meta .head { display: inline-block; overflow: hidden}\n.head .h-thumb { width: 30px; height: 30px; margin: 0; padding: 0; border-radius: 50%; float: left;}\n.head .h-content { margin: 0; padding: 0 0 0 9px; float: left;}\n.head .h-name {font-size: 13px; color: #eee; margin: 0;}\n.head .h-time {font-size: 11px; color: #7E829C; margin: 0;line-height: 11px;}\n.small {font-size: 12.5px; display: inline-block; transform: scale(0.9); -webkit-transform: scale(0.9); transform-origin: left; -webkit-transform-origin: left;}\n.smaller {font-size: 12.5px; display: inline-block; transform: scale(0.8); -webkit-transform: scale(0.8); transform-origin: left; -webkit-transform-origin: left;}\n.bt-text {font-size: 12px;margin: 1.5em 0 0 0}\n.bt-text p {margin: 0}\n</style>\n</head>\n<body>\n<div class=\"wrapper\">\n<header>\n<h2 class=\"title\">\n我站瑞幸，我有错吗？\n</h2>\n\n<h4 class=\"meta\">\n\n\n2020-05-22 09:36 北京时间&nbsp;&nbsp;&nbsp;<a href=https://mp.weixin.qq.com/s/7l18n7A7M5SjoqH8S69zyg><strong>苏宁金融研究院</strong></a>\n\n\n</h4>\n\n</header>\n<article>\n<div>\n<p>5月19日，瑞幸咖啡称收到纳斯达克交易所退市通知。\n不出意外，这家上市刚刚满1年的“资本神话”，就要在纳斯达克画上一个句号。\n有趣的是，朋友圈里又掀起了一波挤兑式购买的热潮，大家纷纷晒出小蓝杯，并调侃道：\n\n “再不多喝几杯瑞幸，我的2.8折优惠券就用不掉了。”\n\n与再一次掀起购买热情的消费者截然不同，绝望的投资者用脚投票了。\n5月20日，瑞幸咖啡开盘暴跌50%。\n有意思的是，网络上一直有一个声音...</p>\n\n<a href=\"https://mp.weixin.qq.com/s/7l18n7A7M5SjoqH8S69zyg\">Web Link</a>\n\n</div>\n\n\n</article>\n</div>\n</body>\n</html>\n","type":0,"thumbnail":"https://static.tigerbbs.com/324e43c6c2694249d5fc03a098a94f36","relate_stocks":{},"source_url":"https://mp.weixin.qq.com/s/7l18n7A7M5SjoqH8S69zyg","is_english":false,"share_image_url":"https://static.laohu8.com/e9f99090a1c2ed51c021029395664489","article_id":"1183006421","content_text":"5月19日，瑞幸咖啡称收到纳斯达克交易所退市通知。\n不出意外，这家上市刚刚满1年的“资本神话”，就要在纳斯达克画上一个句号。\n有趣的是，朋友圈里又掀起了一波挤兑式购买的热潮，大家纷纷晒出小蓝杯，并调侃道：\n\n “再不多喝几杯瑞幸，我的2.8折优惠券就用不掉了。”\n\n与再一次掀起购买热情的消费者截然不同，绝望的投资者用脚投票了。\n5月20日，瑞幸咖啡开盘暴跌50%。\n有意思的是，网络上一直有一个声音在告诉大家，作为消费者，我们不应该去支持一家财务造假公司的产品。支持一家财务造假公司的产品，是不道德的。\n这就引申出了一个十分具有争议性的辩题：如果一个企业因为财务造假违背了诚信道德和市场规则，但其产品却物美价廉、值得信赖，我作为消费者，还要去支持它的产品吗？\n张爱玲的一句话与此次消费者的态度不谋而合：\n\n“身边的事比世界大事要紧，因为图画远近大小的比例，窗台上的瓶花比窗外的群众场面大。”\n\n22亿财务造假&消费者的购买热潮\n4月2日晚，瑞幸咖啡自曝22亿元收入的财务造假。消息一出，瑞幸股价暴跌80%，市值急速缩水，沽空机构获利。\n4月7日，瑞幸咖啡宣布停牌。\n5月19日，瑞幸咖啡公告称收到纳斯达克交易所的退市通知，公司计划举行听证会。\n瑞幸咖啡财务造假的黑天鹅，在资本市场上引起了“地动山摇”。SEC（美国证监会）警告提示中概股风险，纳斯达克收紧上市标准，美股上百只中概股一片绿油油，卷入信用危机的风暴。事件不仅让投资者损失惨重，更是损害了中概股在国际市场上的信誉，也会加深美国资本市场会对中概股的偏见，加大了后续中国公司在美上市的难度。\n然而，在资本市场遭受重击的至暗时刻，戏剧性的事情发生了。舆论爆发的第二天，即4月3日，瑞幸咖啡订单爆满，瑞幸咖啡APP、小程序全线崩溃，线下门店客流量也比平时暴增很多。财经媒体福布斯在4月3日的采访中发现，瑞幸咖啡的负面消息并没有对消费者产生强烈的影响。记者在瑞幸咖啡中港汇门店、太阳City门店、嘉里不夜城门店前随机采访了二十几位消费者，83%消费者称已得知瑞幸咖啡财务造假的事情，94%的消费者称财务造假不影响对瑞幸咖啡产品的认可。\n受访的绝大部分消费者认为：\n\n“对于一个普通的消费者来讲，只要瑞幸咖啡的味道不变，优惠不变，品质依然能保证，对我没有什么太大影响。”\n\n网络上甚至有人戏称瑞幸咖啡是“民族之光”，“割美国人的韭菜请国人喝咖啡”。\n当然，市场上还有另外一种截然相反的声音。有部分消费者认为，瑞幸咖啡造假事件的性质之恶劣、影响之大都超出想象。连中国证监会都表态“对财务造假表示强烈谴责”，你我作为消费者怎么能不谴责呢？消费者应该摒弃这样三观不正的企业，更不该支持它的产品。正如新华社所评“敬畏市场规则，诚信方得长久”。\n毫无疑问，这种声音是正确的。财务造假的行为是一种违法犯罪，是该遭到唾弃的。但有趣的是，消费者为何会形成这样的态度分歧？甚至大部分人都选择了对瑞幸咖啡“再来一杯”。其实，不难理解：如果从集体利益的大局观来讲，消费者应该对价值观不正的企业坚决说“不”，才有利于整个市场的健康运行，投资者才不会被一次又一次的“割韭菜”；但如果从个人利益的角度出发，消费者是逐利的，会倾向于选择市场上物美价廉的商品，消费者并不关心企业的财务是否造假，只关心各种补贴和优惠券是否依然能正常使用。\n那么，为什么会这样？\n回溯资本市场的“个人”与“群体”利益\n要想理解消费者在个人利益与群体利益之间的抉择机理，首先要理解资本市场是如何处理这种矛盾的。群体利益和个人利益之战在资本市场的发展历程中也是相当精彩。我们都知道，在资本市场高速发展期的公司和公司法，就是一种本着集体和个人利益统一的思想而设计的（虽然现实的发展偏离了这种初衷）。\n在资本市场公司法的思想里，有以下几点利益一致性：资本与市场的利益协同性、大户和散户的利益协同、股东会和管理层的利益协同、公司和员工收益上的融合、企业和市场（用户）目标的一致、企业和社会福利的协调。从资本到市场，从企业到消费者都是一种团结的利益圈，本着这种理念的企业才会有巨大发展潜力。\n这些利益协同性在公司法中具体体现为以下几点：\n\n（1）做市商按照金融原理，让企业股票稳步地跑赢通胀，凝聚更多的散户，让企业获得更多的信用并赢得了发展需要的资源。这本来就是大户和散户的一种利益分享。（2）股东投资有发展前景的团队，促进和协助企业的扩张，提高投资收益总量，提高前期投资者的投资收益，达到目标一致，扩张。（3）高福利凝聚人才，企业通过期权、股权、业绩奖金、年薪制、年休等福利措施，与人才分享企业成长的收益，凝聚人心。（4）产品的目标是满足市场，提高效率的目标是降低成本，这也使客户和企业的愿望走到一起。\n\n显然，资本市场并没有达到公司法中这样理想主义的自洽。公司为了一己私利牺牲消费者的群体利益的案例屡见不鲜。大户蚕食散户、垄断市场、哄抬物价、产品偷工减料等破坏市场秩序、伤害消费者自身利益的戏法每天都在上演。被割韭菜到麻木的投资者和消费者对企业行为和资本市场的信任已经瓦解。信任机制已然崩塌，消费者个人利益和群体利益的一致性又从何保证？\n答案是难以保证。\n消费者与资本市场本是一种“你不负我，我不负你”的关系，但是在资本市场一次次为了企业私利而牺牲群体利益之后，消费者对资本市场的失望与不满情绪愈加强烈。这也催生了瑞幸咖啡事件中消费者对“个体利益和群体利益”选择的矛盾。\n消费者：个人利益or群体利益？\n在市场经济机制中，消费者固然是可以为了群体利益而短暂牺牲个人利益，但是这种做法有一个前提：个人利益与集体利益达到一致，且在服从集体利益后个人能够获得更大的利益。即集体大于单干，最终收益大于牺牲的成本。\n那为什么在瑞幸咖啡事件中，投资者选择了追求个人利益呢？\n这是因为资本市场在追求所谓“个人利益与集体利益一致化”的过程中，本就积存了很多顽疾，更是把这种信任危机带给了消费者。那么当个人利益与群体利益产生冲突的时候，若消费者优先服从群体利益，将会面临以下问题：\n1、选择群体利益时产生的机会成本。这意味着消费者在选择群体利益的同时，会面临个人利益损失的可能性。在瑞幸咖啡事件中，消费者从大局观出发，就该和投资者一起抛弃瑞幸咖啡，对此类丑闻缠身企业的产品坚决说“不”，从而助力市场秩序的健康运行。但若做此抉择，就白白损失了手中的折扣券，丧失了在使用优惠消费时的精神快感，甚者，可能平添一笔不得不去买更贵的咖啡而带来的潜在金钱“亏损”。\n2、服从群体利益后追求的“长远利益”是否可靠。我们都接受过类似的教育，遵从个人利益是目光短浅，服从群体利益才是长久之计。那么当消费者放弃个人利益、不再追捧瑞幸咖啡、加速败德企业淘汰，并期盼资本市场越来越好之后，消费者个体在未来是否还能享受到这资本市场的长期红利呢？这个问题是没有保证的，消费者也会存疑：我牺牲个人利益换来的“长远利益”说不定又回到了资本家的手里，那我为什么不抓住肉眼可见的短期利益呢？\n3、资本市场集体不能有效维护消费者个体。如果把国际资本市场看作“群体利益”的一个整体，在瑞幸事件中，消费者则认为个体自身与美股市场的利益相关性不大。如果放弃消费瑞幸咖啡，固然会有利于美股市场，但是美股市场并不会有效维护你我个人的消费者利益，甚至美国资本市场的造假丑闻也曾经给整个国际市场、给每一个消费者带来重创。严格来说，不管是国际市场还是美股市场，其实都是和每一个消费者息息相关的，但消费者在做决策时毕竟不是一个理性的经济人，追求个人利益的最大化也是无可厚非。\n以上这些问题如同深壑一般，横在消费者和资本市场之间，在这种“资本市场与消费者的畸形互动”中，消费者选择短期的个人利益也就可以理解了。\n另外，从集体主义的原则性来探讨瑞幸咖啡事件里消费者的选择也是有理可循的。集体主义原则虽然主张集体利益高于个人利益，提倡在个人利益与集体利益发生矛盾时，个人利益要服从集体利益，但并非主张任何情况下都应该牺牲个人利益，这种自我牺牲应该是有条件的必要牺牲。\n集体主义原则中认为，“个人利益与集体利益发生冲突，而个人利益又是正当的，在其他条件下是可以得到满足的，而在此时此地，不牺牲个人正当利益，集体利益就无法实现时，社会主义集体主义原则要求必须牺牲个人利益”。\n从瑞幸咖啡事件来看，首先，消费者认为“用优惠券购买瑞幸咖啡”这个正当利益目前是很难被替代的；其次，这个消费行为并没有到“不牺牲正当利益，集体利益就无法实现”的程度，所以消费者认为自己去挤兑式消费咖啡是一种个人自由和权利，并没有什么不妥。\n瑞幸事件里消费者的选择重要吗？\n既然消费者在资本市场的动荡中选择了维持个人利益，继续支持瑞幸咖啡。那么这种与投资者截然相反的选择在市场中又具有怎样的分量呢？\n毋庸置疑，消费者行为的重要性是不言而喻的。消费者的选择一直都是筛选产品、选优逐劣的重要一环，但这种有效筛选机制的前提是市场为非垄断状态。当市场接近完全竞争时，消费者才会有足够的选择权，才能够将目光放在服务好、质量高、价格实惠的产品上。在瑞幸咖啡之前，国内的咖啡饮品市场中基本上是星巴克一家独大，消费者没有太多的选择。所以，此次消费者才会对瑞幸咖啡有一定的“留恋情绪”。\n那如何看待此次情景下消费者的选择呢？辩证地看，在短期和长期效应下，消费者在瑞幸咖啡事件中的选择将占据不一样的分量。\n从短期来看，消费者的认可式消费无法改变瑞幸咖啡退市的结局。回溯过往的财务造假企业，獐子岛、辉山乳业等企业无一不被投资者和市场抛弃。这从一定程度上说明，市场机制其实会倒逼财务造假的企业做出选择。从目前呈现出的趋势来看，瑞幸咖啡已经被投资者抛弃、被B端客户抛弃、被市场抛弃，但还没有被消费者抛弃。一个很典型的现实是，在“自曝22亿造假”之后至今，小蓝杯上的咖啡杯套再也没有广告的投放，这无疑是一笔极大的收入损失。\n那么从长期来看，风波之后，假如消费者依然选择认可瑞幸，那么瑞幸能否再续辉煌？\n它的终极结局到底是什么，没有人知道。\n这依赖于瑞幸前期的品牌效益能否获得大量消费者长期的支持和追捧，也取决于瑞幸在丑闻之后是否拥有企业重建的强大能力。\n综上所述，即使瑞幸咖啡有消费者消费热度不减的支持做保护衣，但由于其财务造假违法犯罪的事实已经对市场造成了恶劣的影响，瑞幸咖啡近一年的商业奇迹幻想可以说是自此破灭。当然，我们不能轻率地说“瑞幸完蛋了”，到底它会如何发展，让我们拭目以待。\n瑞幸事件过后，资本市场和消费者都会进行一定的反思。在经济全球化的今天，没有人能独善其身。重塑当前资本市场和消费者之间的信任机制是今后经济体制健康运转的基础。只有改变先前“资本市场与消费者的畸形互动”，才能真正达到个人利益与群体利益的统一。\n“非以其无私邪，故能成其私。”要想消费者做到为了群体利益而做出长远睿智的选择，企业和资本就应该先懂得“无私才能成其私”这个道理。如此，才能赢得消费者的信任，缓解消费者的不满情绪。我相信，当这个市场变得足够好的时候，消费者自然会感受到被集体原则覆盖的平等性和自由选择权，那才是资本、企业和消费者握手言和的一天。\n最后，回到我们开头提出的问题“面对一家财务造假的公司，我还要买它的产品么？”\n看了一下手边刚买回的小蓝杯，回复了下：\n\n造假？雨我无瓜。","news_type":1},"isVote":1,"tweetType":1,"viewCount":1905,"authorTweetTopStatus":1,"verified":2,"comments":[],"imageCount":0,"langContent":"CN","totalScore":0},{"id":466944,"gmtCreate":1555060080565,"gmtModify":1704797923367,"author":{"id":"3496235267140510","authorId":"3496235267140510","name":"苏格拉底的哲学","avatar":"https://static.tigerbbs.com/734b1cd260fcf11f74a87eadd68407ad","crmLevel":1,"crmLevelSwitch":0,"followedFlag":false,"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