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",[497,532,505],{},"DVD让人们看到了近乎冷血的坚强形象著称的国际巨星的另一面。",[494,535,536,537,539,540,542,543,545],{},"即使在美国，施瓦辛格也绝少拍广告。最近中央电视台陆续播放了两支他为",[497,538,505],{},"做的广告，一下子引起了不少人的关注。7月26日夜，当记者在广东东莞采访广东",[497,541,505],{},"电子工业公司总经理",[497,544,499],{},"时，话题自然就由此开始。",[547,548,550],"h1",{"id":549},"广告就是广告我就是我",[497,551,552],{},"“广告就是广告。我就是我”",[494,554,555,556,558],{},"记者：尽管以前也有诸如周润发、成龙、李连杰、巩俐这些国际影星做广告，但在大家的内心里，他们还都是本土明星，像施瓦辛格这样分量的国际巨星替内国企业拍广告似乎是第一个，所以引起了比较大的关注。除了宣传",[497,557,505],{},"的DVD和家庭影院，施瓦辛格的广告是不是还有其他的含义暗示在里面？",[494,560,561,563],{},[497,562,499],{},"：对我们来讲，这就是一支产品广告而已。不会因施瓦辛格来给我做个广告我就成了国际巨星了，也不是请个国际巨星做广告，我们企业就国际化。之所以请施瓦辛格来拍，纯粹是为了提高广告的效力。应该请谁做广告，考量的重要指标是看他的广告效力如何，能不能引起消费者足够的注意，以记住你的产品。施瓦辛格在中国有极高的公众关注度，他的广告也应该有足够的影响力。和李连杰的和约要到期了，就考虑请施瓦辛格。早就有意向和他接触，碰巧他为“残奥”做慈善大使来中国，就借机拍了。我们运气好，这样省了不少钱，如果专门请他来拍，恐怕往返包机费用就得几百万。你觉得广告效果怎么样？",[494,565,566],{},"记者：实话说，因为事先就听说你们要请他拍广告，预期比较高，而他又是一个很有份量感、很有视听震撼力的形象。第一次见到他的“感动篇”，几秒钟静音画面的处理也吸引了注意，但在预期中应有的震撼后来却没有爆发。",[494,568,569,571],{},[497,570,499],{},"：对，冲击力不够强。我们做的受众效果测评也反映出来了。其实任何一个广告都会有个试放、调整的过程。这组广告目前（7月26日）正安排修改。",[494,573,574,575,577],{},"记者：最早为",[497,576,505],{},"无绳电话做广告的是一个没有任何知名度的小人物，VCD、复读机用的是本土明星李连杰和张惠妹，DVD就用上了国际巨星施瓦辛格。你选择广告模特的跨度很大，依据标准是什么？",[494,579,580,582],{},[497,581,499],{},"：名人不名人并不是最重要的，根本还是看模特在广告中可能产生的效力。小人物可以产生大作用，明星虽然比较容易引起注意，但他的名气能否落实在产品上是另一回事。我以前曾和家人一起看两个笑星替一家火腿肠拍的广告，刚一看到，大家都被逗乐了，广告一播完我就关了电视现场测试，问这支广告卖什么，结果一个说是卖电视机的，因为其中一个笑星以前做过电视机广告，另一个人说是卖春都火腿肠的。实际上那是另一家火腿肠的广告。当然这种广告播出足够的量也会有它的效果。",[494,584,585,586,588,589,593,594,596],{},"记者：能感觉到你对",[497,587,505],{},"用广告塑造",[590,591,105],"a",{"href":592},"\u002Fpinpai","的运作比较满意。那么这个",[590,595,105],{"href":592},"在你自己的心目中，他应该是怎样一种形象描述？",[494,598,599,601,602,604,605,607],{},[497,600,499],{},"：其实，对",[590,603,105],{"href":592},"的塑造，通过广告固然重要，更重要的还是要通过产品。这几年我们一直讲要实实在在做企业、做产品。",[497,606,505],{},"在我心目当中，是一个踏踏实实比较实在的，有上进心的年轻男人形象。",[494,609,610,611,613,614,616,617,619],{},"记者：这和大家的感觉也很吻合，",[497,612,505],{},"单从字面上也是很有动感的，容易给人一个不断提升的认识。老板和消费者对",[590,615,105],{"href":592},"认识一致，说明了",[590,618,105],{"href":592},"推广的成功。",[547,621,623],{"id":622},"没人能从对别人的攻击中得到长久利益",[497,624,625],{},"“没人能从对别人的攻击中得到长久利益”",[494,627,628,629,632,633,635],{},"记者：我听不止一个人说过，你对企业的把握比较常用的一个词叫“",[590,630,5],{"href":631},"\u002Fbenfen","”。那么你所谓的安守",[590,634,5],{"href":631},"，具体含义都是些什么？只是刚才说到的要诚实，要实实在在么？",[494,637,638,640,641,644],{},[497,639,499],{},"：首先是要有",[590,642,11],{"href":643},"\u002Fpingchangxin","，先得知道我能做什么。不要动不动就说有个什么什么规划，或是我正计划几年打进几百强。真有那个规划，应该静下心去做，没必要先喊个满城风雨。要是为了眼前刺激一下市场，或是借机骗点儿贷款就算了。企业从内部到对经销商再到对待消费者，各个环节都实事求是、脚踏实地去做，得到各个环节的信任，这种信任就能转化成企业发展的能量，成为企业的实力。这几年我们从不搞那些看起来轰轰烈烈的促销大行动，只老实地做好产品，做好销售，做好服务，大家也都理解、认可了。",[494,646,647,649],{},[590,648,5],{"href":631},"的另一个很重要的意思是对消费者的承诺。比方你的产品功能，有就是有，没有就是没有，绝不能含糊暧昧。总有人给我说：你看咱们没写没说的东西别人都写了说了，或者明明咱们比他做得好，他却说成比我们强了。这时我就会对他说：零售现场我们会吃些亏，但你要知道，他不负责任地作出这样的承诺肯定也是要付出代价的。个别人可能一时会上当，但他怎么可能一直欺骗所有的人呢？！",[494,651,652,653,655],{},"记者：这种",[590,654,5],{"href":631},"的思想当然很善良，这可能也是我觉得你对竞争的理解和许多人不一样的原因。有两件事我印象很深刻，一件是在中央电视台的一次广告竞标现场，最后场上叫价的就剩你和胡志标了，最终你还是放弃了去做标王。我记得当时你的解释是，你和阿标互相很了解，再叫下去他也会跟进，越抬越高，最后受损失的只能是你们两家。",[494,657,658,659,661],{},"另一件事是前不久TCL曾出了个不少人都认为是直接针对步步无绳电话的广告，那一段许多媒体都在猜测又有一场热闹可看了，因为就在那前后不久，海尔洗衣机一场节水大拼比的广告活动闹得沸沸扬扬，惹得一群同行要联手和他打官司。可",[497,660,505],{},"和TCL的广告风波却很快就以你和TCL总裁李东生先生的一通电话而烟消云散了。这两件事让我感觉，你在对待竞争上很能把握适时适机的退让和回旋。",[494,663,664,666],{},[497,665,499],{},"：TCL的那个广告，李东生先生事先并不知道，我们沟通以后问题很快就解决了，所以我想我们两个是有这样一个共识的，市场竞争的目的是使自己做得更大更好，而不是为了打垮别人。我也可以和别人使力斗气，甚至也可以攻击别人，问题是这样做对我有什么意义？所以西方提出“双赢“的竞争理念。我们总讲“商场如战场”，实际上是有很大不同的，比如战场上杀敌的结果可以使自己的兵力相对强大，或是地盘扩大，但在商场上，大多数情况下都不是只有你死才能我活。靠攻击对手去获利，眼前的利益是有的，但你只有用某些手段攻击别人的能力，却没有提升自己的能力，怎么可能长久呢？",[494,668,669],{},"记者：道理是这样的，可很多时候有些人似乎并不懂得这个道理，或者就是不按照道理做事。你一味坚持这样做，会不会因此受到伤害？",[494,671,672,674,675,677],{},[497,673,499],{},"：我们也经常遭受到这样那样的攻击，比如有一次有人在报纸上搞了一个整版的文章，其中大段是用",[497,676,505],{},"的广告词代替产品进行诽谤，我对来找我告状的经销商说：你以为人家搞这个不花钱呀，我们要用同样的招数反击他也要花钱，用这个钱我花在做售点促销，做更好的服务，就可以卖更多的货。你多卖一台他就少卖一台。卖产品才是我们的目的。在这一点上我一直想得很透。我也在商场上混10年了，各种明枪暗箭都没能打倒我，反而是那些总想从攻击别人中得好处的，变得越来越糟。为什么？这一定有它的道理，道理就在于你在做企业的时候，要弄清楚它是一个整体的架构，根本是要有好的产品和服务，让消费者能越来越信任你，这样才是形成你自己竞争力的办法。对别人的攻击力、破坏力和自己的竞争力是两码事。",[547,679,681],{"id":680},"加入wto路况好了规矩来了",[497,682,683],{},"“加入WTO，路况好了，规矩来了”",[494,685,686,687,689,690,692],{},"记者：在目前表现活跃的国内电子企业中，",[497,688,505],{},"应该还算得上后起之秀。有些和",[497,691,505],{},"先后起步，而且一度在产品结构、市场表现等方面都比较靠近的企业，现在已经被市场蒸发了。这不能仅仅归于你更幸运。那么，在你看来，若从管理的角度讲，你们的不同主要在哪里？",[494,694,695,697],{},[497,696,499],{},"：别人是怎么回事我谈不来。我自己的感觉，生意大小不同，做法绝对是不同的。有些办法生意小时很有效，但要做大了，企业就成了很系统的东西。小办法在大生意里没用处。我以前和人谈起过高速公路的理论，在高速公路上行车，首先要讲求安全，有安全保证的最快速度才是我们所追求的。这就要对路况、车况、自己的驾驶技术有很清醒的认识，别人能跑多快我不知道，但我知道我自己。我一直在用一种比较安全的正常速度向自己的目标前进。当然同在一条路上走，对别人不可能毫不关心，毕竟路上的拥挤情况，别人怎么个开法也都是我的路况的内容。",[494,699,700],{},"记者：这种对安全的强调和眼下很时尚的一个词相比，似乎有些保守，这个词就是创新。因为创新就意味着要冒风险。",[494,702,703,705],{},[497,704,499],{},"：创新是要有资格的。和西方发达的管理相比较，我觉得还没有谈什么制度创新的资格。他有几百年市场经济的经验，首先应该学过来，学熟练了再谈创新。我们讲去其糟粕，取其精华，问题是你若分不清糟粕精华，按自己的标准取舍一番，那不还是你自己原来的东西？",[494,707,708,709,711],{},"记者：刚才谈到竞争的问题，现在又谈到向国外学习的问题，中国很快就要加入WTO了，直接会和国际公司在一起竞争，会对",[497,710,505],{},"造成什么样的影响？",[494,713,714,716],{},[497,715,499],{},"：我想对我们会有好处，因为加入WTO以后，路况会更好。当然这同时要求我们更有效的学习，能够很好地适应这条路上更复杂的情况。路好了，新的规矩也来了，至少它要有上路的入场券。你的车况不行，驾驶技术不行，就肯定要遭淘汰，面的是没法上高速路的。打个比方，就像NBA大使队实际上都是些参加不了NBA比赛的球员组成的，但到中国来打比赛，我们的球队还是输给它，和真正的NBA球队的差距更可想而知，它也不会给你机会和它比赛。",[494,718,719],{},"我们若真要和国际企业一起竞争，靠侥幸是不行的。我喜欢打乒乓，也曾经和世界级选手一起打过球，甚至有个球我还把他扣死了，那一个球我不知道是不是人家让我，但我知道比赛不是只打这一个球！",[547,721,723],{"id":722},"不创造利润的企业是罪恶的",[497,724,725],{},"“不创造利润的企业是罪恶的“",[494,727,728,729,731],{},"记者：记得去年底曾看到过一篇大致叫做“DVD市场的春天到来了”的文章，可半年多过去，从央视的广告看，目前坚持在DVD上有较大动作的也只有",[497,730,505],{},"等有限的几家，很多曾经很热闹的DVD牌子似乎已经悄无声息了。",[494,733,734,736,737,739],{},[497,735,499],{},"：DVD仍然是",[497,738,505],{},"的一个重要产品。DVD市场的成熟要有个过程，不会是哪一天就从天上掉下来个金果子。市场有消费能力，还要有消费需求，这个需求有一个培养的过程。大家对市场的判断是不同的，以前别人行动的时候，我没有动静，但我判断，这个市场现在已经开始逐步进入成熟期了，所以也才有了施瓦辛格来为DVD和DVD家庭影院做的广告。",[494,741,742],{},"记者：那么在你的预期中，DVD市场和去年相比，会有多大的增长？",[494,744,745,747],{},[497,746,499],{},"：应该有50%甚至更多。我不指望全国人民都买DVD，任何产品都只卖给需要它的那部分人。",[494,749,750],{},"记者：尽管如此，我还是觉得DVD有些吃力不讨好的意思，因为总觉得这个市场不够热闹。还有很多看起来更流行的产品为什么你没有去介入？",[494,752,753,755,756,759],{},[497,754,499],{},"：我很欣赏",[497,757,758],{},"松下","说过的这样一句话：不创造利润的企业是罪恶的。因为这样的企业对不起股东，对不起自己的员工，甚至也对不起消费者。所以，我必须坚持介入和坚守能带来利润的产品",{"title":761,"searchDepth":13,"depth":13,"links":762},"",[],"段永平谈步步高的品牌定位、本分竞争哲学、广告策略，强调不创造利润的企业是罪恶的，反对盲目多元化。","md",{},true,"\u002Fdao\u002Fspeeches\u002Fduanyongping-2000nian-xiaoshouyushichang-zazhizhuanfang",{"title":192,"description":763},"2000年 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