经济学人:一篮子无形资产(2)
日期:2019-03-26 18:55

(单词翻译:单击)

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中英文本

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The problem is what it leaves out. These days, the value of a firm lies as much in its reputation, its processes,
问题是它遗漏了什么Qws.oEyvEC[q)D^。如今,一家公司的价值取决于其公司名誉、进程、
the know-how of staff and relationships with customers and suppliers as in tangible assets.
员工的专业技能以及客户和供应商之间的关系以及其有形资产wH]U]^v^r;~~,YjOaMO
Putting an accounting value on these intangibles is notoriously tricky. By their nature, they have unclear boundaries.
给这些无形资产定一个帐面价值很难74^LFV]ufWgLk9。就其本质而言,它们的界限并不明确c-R,mPY3NDmi
Not every dollar of R&D or advertising spending can be ascribed to a well-defined asset, such as a brand or patent.
不是每一分花在调研或广告上的钱都可以被归为有明确定义的资产,如一个品牌或专利(&5-))GuKyZZb|qv
That is in large part why, with a few exceptions, such spending is treated as a running cost, like rent or electricity.
这就是为什么(也有少数例外)这类开支被当做一种经营成本,如房租或电费MI.kGl)loC
Increasingly price is detached from book value. The median price-to-book of S&P 500 stocks is 3.0.
价格逐渐被脱离账面价值KUtzHxuwm[!&oGMzD_。S&P 500的中间股价与账面价值是3.0IFuIZ[#Ob98[T!j9pRC
But plenty of well-known companies, whose competitive edge rests on brands or patents, have much higher ratios or even negative book values.
但是很多竞争优势依赖于品牌或专利的知名公司比率更高,甚至账面价值是负值+tD~S1s9Dl+3!nKGe

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一篮子无形资产(2).jpg

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McDonald's has considerable brand value, which is not on its balance-sheet. It also has property assets that have been fully depreciated.
麦当劳品牌价值巨大,但这种价值没有体现在其资产负债表中bqCjhc2Alq9Y32。它也有已被完全折旧的不动产F!ZGa*1v!3c
The effect of mergers is to make things murkier.
企业合并的效果是让事情变得更加模糊MTk|^Kz6!L
If, say, one firm pays $100m for another that has $30m of tangible assets, the residual $70m is counted as an intangible asset—
如果假设一家公司出资一亿美元收购另一家拥有3千万美元有形资产的公司,剩余的7千万将算作是无形资产—
either as brand value, if that can be gauged, or as "goodwill". That distorts comparisons.
要么是品牌价值(如果这个可以被测量的话),要么是“商誉”i*wqLzsS-a。这就扭曲了比较BkmBQ4D#07Dt3p
A firm that has acquired brands by merger will have those reflected in its book value, says Simon Harris, of GMO, a fund-management firm;
对于通过合并收购品牌的公司而言,这些将会反应在其账面价值上,基金管理公司GMO的西蒙·哈里斯说到;
a firm that has developed its own brands will not. Share buy-backs make things murkier still. For any firm with a price-to-book greater than one,
而发展自己品牌的公司则不会CuV5A-]*lDmNbhXKS,&a。股票回购还是会让事情更加模糊[Oy1U_tXhofL.j3-。对于任何一家股价与账面价值大于一的公司而言,
a buy-back will diminish book by proportionately more than it lowers the value of outstanding stock. So price-to-book rises further.
回购会减少账面价值,其差值多于其降低的已发行股份的价值)fOc@~tGq3E。所以股价与账面价值会进一步增加c05~I6AAzdR
Some have called for accounting rules to change. But the more leeway a company has to turn day-to-day costs into capital assets,
一些人呼吁改变会计规则tjXNmRYc&soP0SbAU。但是一家公司需要将日常成本转化为固定资产的回旋余地越多,
the more scope there is to fiddle with reported earnings. Better to spur the disclosure of spending that adds to intangible value.
在收入报告中弄虚作假的范围就越大O&ZSNoY5Ydiw[LQNe。最好是鼓励披露添加至无形资产中的开支l+58mtXv2(^VEzIk9cJ&
Analysts can then make their own judgments. Mr Harris finds that adjusting book value to reflect past R&D
那么分析师就可以做出自己的判断n1yU[.rEekZ8。哈里斯发现调整账面价值以反映过去调研
and advertising spending makes for more useful comparisons across stocks.
和广告开支有助于对股票进行更有效的比较*uSKZUzLw-1-f
It is not a perfect gauge. But no single measure—whether price-to-book or billions of customers served— can ever tell the whole story.
这并非是一种完美的测量方法8Y|n3|VW*V5。但是没有一种单一方法—不论是账面价值还是服务了数十亿客户—能够讲述整个故事[o8;N=rmF8|=S

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译文由可可原创,仅供学习交流使用,未经许可请勿转载)Tn5#u@ZR%WtH

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词语解释

1.depreciate 贬值
Inflation is rising rapidly; the yuan is depreciating.
通货膨胀正在迅速上升;人民币正在贬值6M]=[.+E-l~AsXv2
2.know-how 专门技能
He hasn't got the know-how to run a farm.
他没有经营一个农场的专门知识kUspEX8ju_
3.be ascribed to 归结于
These can be ascribed to human factors.
这可以归因于人为的因素YAF#3xY_wRxq_d~l[cm|
4.spur 激励;鼓舞
It's the money that spurs these fishermen to risk a long ocean journey in their flimsy boats.
是金钱驱使这些渔民驾驶单薄的小船冒险出海远航;pWB3%VxWRbcd=

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重点单词
  • detachedadj. 超然的,分离的,独立的
  • flimsyadj. 易坏的,脆弱的,浅薄的 n. 复写纸,薄纸副本
  • unclearadj. 不清楚的;不易了解的
  • intangibleadj. 难以明了的,无形的 n. 无形的东西
  • considerableadj. 相当大的,可观的,重要的
  • competitiveadj. 竞争的,比赛的
  • gaugen. 测量标准,轨距,口径,直径,测量仪器 vt. 测量
  • patentn. 专利,特许 adj. 专利的,显著的 vt. 批准
  • diminishvt. 减少,变小,减损 vi. 变少,逐渐变细
  • scopen. 能力,范围,眼界,机会,余地 vt. 仔细研究