Monday, March 21, 2016

一步步致富: 少年股神 Larry 的投資世界


這本書總結了一位年輕人這兩年在股票市場的投資經驗。書中分享到「投資並沒有速成班,新手必須交學費,所以請各位認清股票市場的風險所在。我個人認為與其一步致富,不如一步步致富,一步步致富的方法就是努力工作,努力儲錢,把錢投資在擁有前景的股票身上,進行長線投資。千萬不要期望自己能夠靠炒股、炒窩輪,一朝致富,錢越容易得到,就越容易失去 (p.xvii-xviii)。」作者亦語重心長的提醒同輩,越早培養儲畜的習慣越「著數」,那可是你能輕鬆致富的主因 (p. 33-37)

有別於之前所介紹的理財書籍,這本書只談股票。書中提及很多我們在財經新聞中經常聽到的用語,如市盈率、資產回報率、派息比率、移動平均線、背馳情況、「圓底」和密集區等等。若想多了解它們的意思,不妨看看書中的〈第二章:股票分析的基本知識〉。

對於己想躍躍欲試的同學們,或許你會對〈第四章:投資經驗之談〉感興趣吧!作者提及到每一位投資者的疑問: 何時買入? 何時賣出? 「短炒」還是「長揸」? 如何「止蝕」? 他並分享了自己的投資經驗,很值得參考。

看畢全書,你可能也會覺得投資是一門學問,需要時間和心思去經營。就算是少年股神也不敢掉以輕心!



洪龍荃。 (2009)。《一步步致富: 少年股神 Larry 的投資世界》。香港:博顥出版有限公司。

Monday, March 14, 2016

廣告101


當學生要填報大學入學志願時,總會對市場學充滿好奇和疑問。這本書正好給他們一個清晰的答案。書中揭開了廣告的神秘面紗,分析廣告的內容、製作方法,並且教我們如何欣賞一支廣告,作者更指出廣告只是建立品牌的其中一種方法。

作者在書中跟我們分享了廣告人的苦與樂;他更在第五部分 “To be or not to be?”,詳細地解答了學生的入行疑問和前途問題,和給有志之士一點備戰貼士。

書中提及不少有趣問題:
(一)  為甚麼經典電視廣告甚少重播? (p.38)
(二)  觀眾多借廣告時段轉台,若推出「看廣告,送飲品」的活動,可行嗎? (p.80)
(三)  沒有「中國製品」的日子又會是怎樣的呢? (p.90)
(四)  甚麼是疑似廣告? 它們為甚麽會出現? (p.146)
(五)  為甚麼大品牌甚少於農曆年間,在電視台大買「恭喜發財」廣告? (p.180)

我們每天看數以千百計的廣告,對廣告這東西又有多認識呢? 我們又能否從劉德華麥當奴可口可樂中,吸取品牌建立的要訣,把自己打造成高價值的品牌。

吳博林  (2009) 。《廣告101》第六版。香港:經濟日報出版社。

Saturday, March 12, 2016

無信不立: 拍案論盡政經不平事


新高中的經濟科課程對老師和同學都是一個挑戰。它不但要求中四的同學能提早掌握一些較抽象的經濟概念,亦期望同學能運用這些概念來評論一些議題。後者對同學的要求就更高了,同學不但要了解議題的背景資料,亦要懂得應用學科知識,加以判斷和分析,得出一個合理的結論。

這本書算是給同學們一個啓示吧,作者本身亦是新高中課程經濟科教科書的作者,他在書中應用了不少經濟學原理去分析政府政策,並作出評價和建議,好使這些政策能更有效地落實。

香港財經人才輩出,而在任的高級官員亦有不少是懂經濟的,為什甚麼香港的經濟政策不是迷失方向,便是無疾而終?「九七回歸後,前特首董建華大力發展創新科技產業,趕上科網泡沫尾班車…… 2005年曾蔭權上台後表示將發展香港成為亞洲金融中心,但一場金融海嘯又令小股民死傷枕藉」(p.16) 我們有沒有從歷史中汲取教訓? 而金融業真的是香港唯一的出路嗎? 它可以為香港基層帶來大量就業機會嗎 (p.32-34)? 現時的救市政策,以及政府提倡的六大產業,真的能帶領香港走出瓶頸嗎(p.39-46, 110-122)? 為什麼環保政策反會導致屏風效應、縮水樓、車租上升(p. 141, 201-218)? 香港社會又有沒有鼓勵良心企業、監察及懲罰不道德經營手法?好能有效杜絕電盈鬧劇、銀行醜聞、匯控沈淪等 (p.59-83)

在監管公用事業方面,香港政府亦有不少叫經濟學者百思不得其解的政策。為何政府不承擔興建鐵路的開支以減輕乘客的負擔呢? 政府不是修建道路讓專利巴士免費使用嗎 (p.90-93)? 又為什麼電力公司的利潤管制不利香港環保發展? 又為什麽引入新競爭者或節約用電反而會使電費上升(p. 151-174)?  為什麼用來保障巴士乘客的可加可減機制卻變成了有加無減 (p. 175-186)? 既然的士司機能合法地把車資調低以優惠乘客,為何政府要高調地打擊他們呢(p.188-193)?

什麼是「大市場、小政府」? 何為「大」? 何為「小」呢? 跟「政府相關的公營機構,包括房委會、房協、兩鐵、機管局、醫管局、市建局、賽馬會、各間大學及培訓局、貿發局、生產力促進局、科技園、數碼港、金管局、强積金(p.102)…… 那樣政府是大還是小呢? 何時是「市場主導」? 何時又是「政府促進」?

這些議題,你可有認真地了解過嗎?



林本利 (2009)。《無信不立: 拍案論盡政經不平事》。香港: 天窗出版。

弘兼憲史談松下幸之助之經營入門


相信大家不會對這個品牌陌生的,但你對它的認識有多深呢?

(一)          為什麼「松下電器產業股份有限公司」於二○○八年十月改名為 Panasonic 股份有限公司」以代替「國際牌」和「松下牌」? (p.15, 21)
(二)          為什麼Panasonic 會收購三洋電機? (p.17, 32)
(三)          Panasonic 怎樣成為全日本第一家引入讓工人每週休息二兩天制度的公司? (p.46)
(四)          Panasonic 的創辦人松下幸之助如何為公司定下二百五十年的事業計劃呢?(p. 74)
(五)          「國際牌」的車燈如何成為人氣商品?(p.78-79)
(六)          Panasonic 如何履行社會責任? (p.80-81, 94-95, 120-121)

弘兼憲史、片山修 (2010)。《弘兼憲史談松下幸之助之經營入門》。 台灣:晨星出版。


How would you move Mount Fuji?


There are two biggest challenges in hiring and identifying people. Some people who are smart but don’t get things done and others who gets things done but aren’t smart. Microsoft could teach a smart person to do anything, so he valued intelligence above experience and qualification.

Want to see whether you can fit in Microsoft’s requirement? Take the following test:

Level 1:
(1)               What gives you joy?
(2)             If you saw a coworker doing something dishonest, would you tell your boss?
(3)             Is it more important to you to complete tasks quickly or perfectly?

Level 2:
(4)             Mike and Todd have $21 between them. Mike has $20 more than Todd. How much does each have? (p.191)
(5)             How many times a day do a clock’s hands overlap?
(6)             Which way should a key turn in a car door? (p.167-170)
(7)             Why does a mirror reverse right and left instead of up and down? (p.162-167)
(8)             In a game of Russian roulette, a killer put two bullets in two adjacent chambers of a gun. He then closed the barrel and spun it. He put the gun to your head and pulled the trigger. Click. You are still alive. The killer is going to pull the trigger one more time. Which would you prefer, that the killer spin the barrel first, or that he just pull the trigger? (p.7-8)

Level 3:
(9)             How would you design a microwave oven controlled by a computer? (p. 3-5, 197-198)
(10)          If you could remove any of the fifty U.S. states, which would it be? (p.184-187)

Here is my favorite question:
You’ve got four cards on the table. Each card has a letter on one side and a number on the other side. Identify which card(s) you need to turn over in order to test the rule “If there is a vowel on one side of the card, there is an even number on the other side.” (p.102-104)

      
 A  F  2  7





Poundstone, William. (2003). How would you move Mount Fuji? NY: Back Bay Rooks.


廣告講義


這本書跟前文    《  D ? 所介紹的《廣告´媒體》《廣告101》和《消費者通識》是同屬一系列

它跟前幾本一樣,引用了不少時下的廣告作分析,看起來分外有共鳴。例如:
(一)   光顧麥當勞的顧客由3歲到80歲都有,為甚麼它的廣告以軟硬天師、陳奕迅、容祖兒等來參與廣告的拍攝,而不是找來薜家燕和譚玉英呢? (p. 36)
(二)   為甚麼 Smarttone-vodafone 的商標是紅色,1010 的是黃色,中國移動的是藍色的呢?(p.97-98)
(三)   萬寧〈暗戀篇〉的 Storyboard Shooting board 是怎樣的? (p.58)

亦有一些入行的資料,好像是:
(
) 廣告人不一定是主修市場學和設計的,資深的廣告人大都很健談,見識廣濶,心態青春,思給路清晰敏銳,表達力强並具說服力。 (p. 207)
在問答環節中,亦有好些問題值得參考:
() 一畢業生問到是否應考慮以「零薪金」來自薦? (p. 210)
() 另一畢業生問到是否應考慮參加一廣告公司的實習計劃? (p. 215 – 216)
作者更勉勵各位畢業生,「際遇差不打緊,最重要是去爭取,其實不無道理」 (p. 240),想知道理何在,請看〈際遇 vs 爭取〉一文 (p.240 -241)

這本亦深入介紹了一些廣告人的用語和一些實際的情況:
(一)    相片檔案要多大才夠用? (p.109 -110)
(二)    電視廣告版權是屬於廣告客户?製片公司?導演?還是廣告公司? (提示:答案叫了意外) (p.65 – 67)

而更叫我意外是,在〈理論與現實〉(p. 245 -246) 一篇中,介紹了我很喜歡的一本書 Economic Naturalist 呢!(可參考 It is the oddities that count! )


吳博林 廣告Playgroup (2101) 。《廣告講義》。香港:經濟日報出版。




Breakazine 005:筍工之神話


你心目中的「筍工」是怎麼樣的呢?試舉出三項條件?

它跟「幹活」、「職位」、「職業」和「事業」,那個詞語有關的呢?你認為「筍工」的回報應該包括些什麼呢?

書中介紹了好些選擇另類工作的年青人,如街頭藝術表演者、舞蹈導師、音樂創作人、當社區環保回收的工程師、放棄作室內設計的農夫、獨立媒體記者、香港首個以物易物的網站設計人、為青藏高原的牧民開拓牦牛市場的哈佛創業家、文字人和紮花牌工藝師,你有沒有興趣去試一試呢?

書中亦介紹了不少從事創意「筍工」的香港人,他們認為「筍工」是講意義,不是講錢。例如義遊人,他們强調去旅行不需用很多錢,越窮越風流,他們甚至願意出錢做義工。而一些本地社企,如大角咀麥太 (以甜品滋潤心靈)、自家縫 (一班失業縫紉女工與設計師合作以環保物料縫出潮物)、單車生態旅遊計劃 (以單車和生態旅遊為元朗及天水圍青年提供就業機會) Dialogue in the Dark (由視障導遊帶領健視人士進入全黑環境,在漆黑中對話和探險) 等。你又有沒有新點子呢?

若想多為自己的前程計畫,可以參考以下的文章:

Breakazine! 創作小組。 (2010) Breakazine 005筍工之神話》。香港:突破有限公司。






Fundamentals of Islamic Banking


What do you know about Islamic Banking? I am fascinated by the way they do business so I organized this tour last year. Unfortunately, due to the economic crisis, all the financial institutions refused to give us a guided tour. This book is the closest substitute that I could get in Dubai. Thanks also go to one of my students who introduced this book to me in a bookstore.

Hey! Don’t be scared by the cover of the book. Let’s see what’s inside. This is a comic book!

This book clearly tells us how an Islamic Financial Institution different from a conventional banks elsewhere. When doing their business, all Islamic Financial Institutions have to observe Islamic Law called Shari’ah. Shari’ah has laid down rules for the economic life of Muslims.
(1) Socio-economic justice is central to the Islamic way of life;
(2) The principles of Islam aim at establishing a society where everyone will behave responsibly and honestly; and
(3) Brotherhood of Islam serves to make people live together in peace and harmony, minimizing the social differences between them (p.13).

Islamic Financial System concerns about the moral implications of he business for which the money is used. For instance, Islam prohibits gains from activities which are morally or socially injurious. Wealth by fraud, theft, gambling, and lotteries are not allowed. Dealing in liquor, prok, pornography, and other immoral services are also prohibited (p. 16). While selling an escaped animal, a stolen property, a bird in the sky, fish in the water, or a contract in which the price is not finalized or future performance date is not known are illegal transactions.

The relation of investors/depositors is that of partners. They share the profits and risks together. Interest, Riba, is forbidden. Thus depositors cannot demand any fixed return on their deposits or investments. As Muslims believe that an interest-based economy would lead to exploitation of the poor and widen the income gap.

However Islamic banks can get the time value on a cost-plus-profit basis. When buying cars or villas, Islamic Banks normally purchase assets with cash and sell or lease to their clients on a mutually agreed date and rate. An earlier settlement of the debt would not guarantee a rebate. As the agreed prices have to be fixed once and for all. A rebate is not a right of the client. It can only be taken as an act of benevolence.

In the case of leasing, the ownership of the property remains with the banks. The client has only the right to use the property. During the leasing period, Islamic Banks will bear all the necessary risks, like flood and earthquake. If the property has totally lost the function, and no repair is possible, the least shall terminate. At the end of the lease period, the title can be transferred to the client as gift.

Muslim is obliged to fulfill his promise and pay on time. However, a penalty for non-payment is allowed but this would go to charity and not to the lender of the bank.

There is also another borrowing called “Qard”. It is a contract of virtue by a party who helps the other out of difficulty. The party who receives Qard is required to repay only the original amount of the transaction. The lender can demand the amount of a Qard at any time, if he wants the money for himself.

Want to learn more about the Islamic Banking? This book is available in the school library.

Ayub, Muhammad. (2009). Fundamentals of Islamic Banking. Carillon.


McDonald’s again


Yes, it is McDonald’s again. The photo shows a unique product in the Middle East, McArabia. It served with lettuce, tomatoes, onions, and garlic mayonnaise in addition to two small patties of grilled chicken, all wrapped in an Arabic style pita bread.

It is a popular Arabic-themed sandwich available at all McDonald's outlets throughout the Middle East, and is especially popular in the United Arab Emirates. It really tastes good. Don’t miss it!

In Hong Kong, it was reported that different restaurants charge different prices for the same food. So I asked Form Six students to conduct a mini survey on the price of Big Mac all over Hong Kong. It is found that in most districts, a Big Mac costs HKD 15.1. A remarkable phenomenon is found: a Big Mac costs HKD 15.1 in the Bonham Road restaurant but costs only HKD 14.6 in Hill Road restaurant. Is it a price discrimination? What causes the price differential? Do you think this situation will last?

In Dubai, the price of Big Mac is AED 14 (about HKD 30.24). It is a double of in Hong Kong! According to statistics of the Big Mac Index, the Big Mac of in Hong Kong is one of the cheapest priced worldwide. In economics, the law of one price predicts that people may buy the Big Mac in Hong Kong at a lower price and resell it in Dubai at a higher price and earn a profit of HKD 15.14. Thus, theoretically, competition and arbitrage would guarantee the price of Big Mac is the same all over the world. Do you think it works in reality? Why?






McDonalt’s Hong Kong @35


There are many books about McDonald’s but this is the only one that is written in Hong Kong and for Hong Kong. Inside you may find a lot of surprises and interesting stories.

To my surprise, the well known Big Mac Index was inspired by Dr Daniel Ng, the Father of McDonald’s Hong Kong and adopted by The Economist.

And it is unbelievable that in 1992 among the world’s busiest McDonald’s, 7 out of 10 are in Hong Kong. The Admiralty Centre McDonald’s even served 227 customers in just 15 minutes, in 2009!

We have the Hamburger University Hong Kong! Each year more than 6,000 employees undergo the training.

There are also some interesting stories, like, in Hong Kong’s McDonald’s management team, there are Chemical engineer, nurse working in hospital Intensive Care Unit, superintendent in police force and headmaster of a primary school. They all quitted their professionals and work in McDonald’s. Engineer, nurse, superintendent and headmaster are jobs that commonly regard as occupationally immobile. What makes them change their jobs?

How did McDonald’s survive in the political and currency crisis in 1983 when the exchange rate at that time plunged to a historical low of US$1 to HK$9.6? It almost doubled the operating costs of McDonald’s as most of the food ingredients are imported from the U.S.A.

Besides flexible working hours which enable students to work around their class and exam schedules, there is also a story going around: young people are joining McDonald’s because of the uniforms designed by Eric Kot. Do you believe it?


McDonald’s Restaurants (HK) Limited. (2010). McDonalt’s Hong Kong @35. Hong Kong: Mingpao.



馬克思經濟學入門


馬克思的理論,相信有不少人聽過。這本書以漫畫的手法簡介了馬克思的生平和理論。

坦白說,我到現在仍不太明白馬克思的理論,只是隱約感受到他對資本主義的悲觀,例如:他認為兩種「自由」會加深勞工的痛苦,擴大了貧富差距 (p. 26-27) 資本家的剝削方式,使工人不論再怎麼拚命工作也無法致富的社會制度 (p.34-35),而沒有廉價勞動力,社會就無法維繫 (p.88-89),而投資機械化設備,將造成勞工失業 (p.90-91),更有機會做成薪資與勞動量不成比例的情況 (p. 96-97),若果在東西賣不出去時仍持績生產,就會出現「恐慌」 (p.128-129),恐慌會造成企業淘汰,進而波及勞工 (p.132-133)

若你也想多了解他的理論,不妨看一看這本書吧!


弘兼憲史 (2010)。《馬克思經濟學入門》。台灣:晨星出版。