蘋果生財(cái)之道解秘
點(diǎn)擊放大圖片。來源：Asymco公司
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????本文這張?zhí)O果公司（Apple）2011年第四財(cái)季的“瀑布”圖本周一由市場(chǎng)研究公司Asymco的賀拉斯?德迪歐發(fā)布，它的含義需要有所解讀。 ????從最簡(jiǎn)單的層面看，第一個(gè)柱狀圖代表蘋果公司的收入頂峰（總營收282.7億美元），最后一個(gè)綠色的柱狀圖表示公司的凈利潤（為66.2億美元）。 ????至于本圖的其他部分，德迪歐提供了一些簡(jiǎn)便的解讀方法（本文略作編輯）： ????? 空白區(qū)域是蘋果公司支付給供應(yīng)商的費(fèi)用 ????? 右邊的紅色區(qū)域是蘋果公司付給政府的費(fèi)用 ????? 桃色和淺藍(lán)色區(qū)域是蘋果公司付給“編外”員工的費(fèi)用，包括研發(fā)和銷售，一般性支出和辦公費(fèi)用 ????? 第一個(gè)柱狀圖中帶有產(chǎn)品名字和GM字樣（代表毛利，gross margin）的有色區(qū)域代表每種產(chǎn)品在付清與該產(chǎn)品生產(chǎn)有關(guān)的費(fèi)用后的銷售盈余。 ????了解更多細(xì)節(jié)，查看蘋果本財(cái)季與前兩個(gè)財(cái)季相比較的情況，請(qǐng)點(diǎn)擊此處。 ????譯者：清遠(yuǎn) |
????This "cascade" chart of Apple's (AAPL) fourth fiscal quarter of 2011, posted Monday by Asymco's Horace Dediu, takes some explanation. ????At the simplest level, the height of the first column represents the company's top line ($28.27 billion total revenue) and the last column, in green, represents its bottom line ($6.62 billion profit). ????As for the rest, Dediu offers some handy tips: (edited slightly) ????? The blank areas are what Apple pays suppliers. ????? The red area on the right is what Apple pays the government. ????? The peach and pale blue areas are what Apple pays its "exempt" employees for R&D and selling, general and administrative expenses. ????? The colored areas in the first column labeled with product name and "GM" (for gross margin) represent what Apple keeps from the sale of each product after paying expenses tied to producing that product. ????For more detail, and to see how this quarter stacked up against the previous two quarters, click here. |
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