一个公司想要轻资产必须首先做出品牌,轻资产的基础是品牌。在内外多重因素的驱动下,企业经营环境的“不确定性”已经成为中国经济发展的一种常态。在这样的大环境下,企业生存与发展的对策需要有新的战略思路,我有三个方面的建议:首先,回到商业战略层面。从理论上说,在不确定环境下,企业家对社会发展与经济走势难以准确预期,为此,企业的经营战略上,企业的战略和经营方针就需要准备多套方案。在资源配置方面要灵活机动,尽可能分散。 A company that wants to light assets must first make a brand, and a light asset is based on a brand. Driven by multiple factors inside and outside, the “uncertainty” of the business environment has become a norm in China’s economic development. In such a large environment, the strategy of survival and development of enterprises needs a new strategic thinking. I have three proposals: First, return to the level of business strategy. In theory, in an uncertain environment, entrepreneurs can hardly accurately predict the social development and economic trends. Therefore, the business strategy of enterprises and the operational guidelines of enterprises need to prepare multiple sets of plans. In the allocation of resources to be flexible and decentralized as possible.