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平理解好生意和护城河的重要指标。它不是随意卖高价的能力，而是因为产品差异化、用户信任和长期价值，让企业在合理范围内拥有不被价格战牵着走的能力。",22.5,{"title":150,"slug":151,"description":152,"category":132,"order":153,"type":10,"volume":10,"volumeOrder":10,"chapterOrder":10},"用户体验","yonghutiyan","段永平对用户体验的关注可以追溯到他做小霸王和步步高时期，那时他用\"消费者导向\"来表达类似的理念。2003年北大演讲中他说：\"对于企业来说，最重要的是产品，而产品又必须以消费者为导向，所以最终你要找准消...",23,{"title":155,"slug":156,"description":157,"category":132,"order":158,"type":10,"volume":10,"volumeOrder":10,"chapterOrder":10},"渠道","qudao","段永平对渠道的理解来源于他在步步高建立全国销售网络的实战经验。1999年在人民大学问答中，被问及步步高在管理上有什么特点时，他提到了\"地区唯一代理制\"的渠道管理模式。这是他最早公开谈论渠道策略的记录。",24,{"title":160,"slug":161,"description":162,"category":132,"order":163,"type":10,"volume":10,"volumeOrder":10,"chapterOrder":10},"平台","pingtai","段永平使用\"平台\"概念主要集中在分析苹果公司的商业模式时。最早出现在2011年他写的\"买入苹果思考\"中：",25,{"title":165,"slug":166,"description":167,"category":132,"order":168,"type":10,"volume":10,"volumeOrder":10,"chapterOrder":10},"生态系统","shengtaixitong","段永平使用\"生态系统\"这一概念主要是在分析苹果公司时。最早出现在2012年前后的投资问答中。当一位网友详细描述了苹果设备之间的联动体验（iPhone、iPad、Mac的无缝协作、App 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的诱惑围绕着你，面对这些诱惑就需要",[932,968,12],{"href":952},"。如果有人推荐一个项目，说投入2000万，短时间就可以挣两亿，我们肯定 没兴趣。我们所做的，就是播种、耕种，然后才收获。",[904,971,972,974,975,977,978,980,981,983,984,986,987,989,990,993,994,997,998,1000],{},[908,973,910],{},"的演讲生动平和，娓娓道来。他说得最多的一个词是“",[932,976,12],{"href":952},"”。他说，一个理想主义者是走不远的，因为他做任何事都会好高骛远，而一个纯粹的现实主义者又做不大，因为他太看重眼前，太小里小气。只有将两者结合起来，以平常的心态去看待所发生的事情，才会有所成就。他认为自己胸无大志，只是在踏踏实实地做事。",[908,979,918],{},"在三个行业里的的确确是第一，但",[908,982,918],{},"从来没有宣传过自己第一。因为",[908,985,918],{},"认为消费者不会因为你是第一就去买你的东西，最重要的是要看你产品的质量。他说：“",[908,988,918],{},"不会说‘要做中国的",[908,991,992],{},"松下","’这样的话，我们只会提一年的目标、两年的目标、三年的目标。如果有人问：‘你五年的目标有没有？’那么我会明确地告诉大家，咱没那个水平。10年前我只能看到下一个月的目标。”他认为，在成功的道路上欲速则不达，就像做",[932,995,135],{"href":996},"\u002Fpinpai","一样需踏踏实实，一步一步来。他说：“对成功的鉴定不在于别人对你的评价，而在于你自己的看法。一个成功者首先应该很快乐，其次才是有成就感。但无论什么时候都要有",[932,999,12],{"href":952},"，应该坦诚、自然、踏踏实实，这是我对人生的一种理解和感悟。”",[904,1002,1003,1004,1006,1007,1009,1010,1012,1013,1015],{},"1995年，",[908,1005,910],{},"在已经做得相当成功的情况下离开了",[908,1008,914],{},"公司，创建了",[908,1011,918],{},"公司。当有同学问他为什么要离开",[908,1014,914],{},"时，他说，主要原因是不开心，好多想法不能实现，觉得没有意思。退出来后，他答应原来的老板，如果自己办公司，一年内不会在国内做同类产品。为了这个承诺，他赔钱同俄罗斯做游戏机生意。他说：“我在用金钱换取时间。”",[904,1017,1018,1019,1021],{},"1996年底，",[908,1020,910],{},"在中央电视台投了8000万的广告。他说：“那是最冒风险的一段日子。公司当时只有2000万的资金，而且大部分在俄罗斯。投标时间在即，来不及汇运，我们便把近2000万的美钞装在一个大旅行袋里，坐飞机扛了回来。如果当时遇到抢匪，就全完了。影视片里，很多人为一手提箱的钞票用枪射来射去，我们可是一大旅行袋呀。”",[904,1023,1024,1025,1027,1028,1030,1031,1033],{},"说到风险，",[908,1026,910],{},"说：“做企业决不是靠",[932,1029,119],{"href":941},"，意识到风险的存在，并要有承担风险的准备，你便是有",[932,1032,12],{"href":952},"。”他说，如果当时真的丢了这笔钱也不会让公司垮掉，因为这钱全部是股东的。8000万是一年同一时段的全部广告费，实际是每月交付500多万，你可以做两个月再不做，所以也是有保障的。而且当时的8000万投标成了公司要大干一场的信号，极大地鼓舞了员工的斗志。",[904,1035,1036,1037,1039,1040,1043,1044,1046,1047,1049],{},"有同学问：“段总，你感觉现在最缺少的是什么？”",[908,1038,910],{},"说：“知识”。他说，他今天取得的成绩离不开当年在学校里所学的知识。如今企业做大了，他最大的感受是知识的匮乏，所以现在他正在上海读一个MBA班。他希望同学们珍惜现有的学习机会，练好基本功。他说，成功需要机遇和",[932,1041,160],{"href":1042},"\u002Fpingtai","，人们往往将成功归于运气而不是能力，但运气同你平日的积累是分不开的。对于目前全国高校进行的大学生创业活动，",[908,1045,910],{},"不敢苟同。他还是希望同学们能踏踏实实地学点东西，有一颗",[932,1048,12],{"href":952},"，不要被外面的世界所扰乱。",[904,1051,1052,1053,1055,1056,1059,1060,1062,1063,1066,1067,1069,1070,1072,1073,1075],{},"有同学问：“您认为一名优秀的企业高层管理人员应该具有什么样的素质？”",[908,1054,910],{},"说，他上MBA班第一节课时，教务长总结了全球优秀大企业CEO的特征，第一条是",[932,1057,211],{"href":1058},"\u002Fzhengzhi","，然后才是所谓的创新能力、慧眼识人等。他认为一个管理者的品德是一个企业做大、做得长久的重要保障。他说，能做成事得必须能吃苦，办公司需要的是大智慧，决不是小聪明。他希望当代大学生要加强对自己品德的培育。他说，",[908,1061,918],{},"集团公司非常注重自己",[932,1064,129],{"href":1065},"\u002Fqiyewenhua","的构建，对员工良好品德的要求是",[932,1068,129],{"href":1065},"的重要内容。此外，公司在招聘大学生时，不特别要求有工作经验，因为这样容易让大学生从头开始，尽快融入到",[908,1071,918],{},"的",[932,1074,129],{"href":1065},"中去。",[904,1077,1078,1080,1081,1083,1084,1086],{},[908,1079,910],{},"的回答机智幽默。如有同学问：“段总，您说‘书到用时方恨少’，我现在不能理解，您能举例说明吗？”",[908,1082,910],{},"回答：“我想你到用的时候就知道了。”引起同学们的一阵欢笑。在两个多小时的演讲中，全场掌声不断，高潮迭起。下面是",[908,1085,910],{},"和人大同学的一些问答实录。",[904,1088,1089,1090,1093],{},"问：您的一篇文章提到做企业的法则，其中一条是“",[932,1091,42],{"href":1092},"\u002Fganweitianxiahou","”，能不能请您具体谈一谈？",[904,1095,1096,1097,1099],{},"答：有句话叫“敢为天下先”，我把它改成“",[932,1098,42],{"href":1092},"”，这其实是一个相对的概念。我们这种企业，很难了解一种全新产品在市场上会不会受欢迎，而推一个新产品需要几千万，甚至上亿的资金，风险很大。就我们企业目前情况，需要充 分观察，不怕别人抢先做，而一旦作出判断，我们能在最快时间上马。日本在消费类电子产品中能够超过欧美，采用的就是这种办法。",[904,1101,1102,1103,1105],{},"问：您创办",[908,1104,918],{},"所遇到的最大困难是什么？",[904,1107,1108],{},"答：老实讲，一下想不起来，看来是没有。事实上，我们每天都会碰到很多困难需要克服。我们获得目前的成功，是因为比同行在同一市场上的相对的优势。",[904,1110,1111],{},"问：贵公司对DVD市场的评价是什么，何时大规模推出？",[904,1113,1114],{},"答：上DVD对生产线的投入不多，基本上VCD生产线加新的测试设备就可以了。关键在软件的开发上投入较多。我们明年下半年推出DVD，计划卖1500元一台，相信消费者会买。我们 的DVD将兼容所有以前的碟，并包含大部分音响功能。后年将推出可录的，这样录象机就不用买了，可以录数码相片、数码录象带，一张碟只要五、六块钱，应该很有吸引力。",[904,1116,1117,1118,1120],{},"问：",[908,1119,918],{},"是否有上市融资或买壳上市的计划？",[904,1122,1123,1124,1126],{},"答：我们一直有这样的计划。但我们现在很困惑，因为看到很多企业上市的目的是赚股民的钱，赚了就完了。只想套 现，然后就离开了。这种做法我们学不会，也不打算学。",[908,1125,918],{},"上市还得等一等，可能一两年，可能很多年，看到对企业真正合适后，才去做。",[904,1128,1129],{},"问：请您谈谈在中央电视台标王投标的感想和中标后的规划。",[904,1131,1132],{},"答：投标我没有什么感想，就好象每天去排队卖饭买菜一样，买广告是根据自己的需要，而不是为了标王的称呼。我 们连续三年得标王，从未主动宣传。另外，广告的效果是以产品的品质为基础的。",[904,1134,1135],{},"问：请问您对企业多元化和归核化的看法？",[904,1137,1138],{},"答：归核化可能就是我们企业的焦点法则，意思就是集中优势兵力打歼灭战。我一向是反对多元化的，我们现在的情 况不是多元化，应称为行业的专业化和产品的多样化。我们产品有几大类，但分为三个独立的公司。一般地，如果我们判断进不了前三名的行业，我们就不进入。",[904,1140,1117,1141,1143,1144,1147],{},[908,1142,918],{},"在管理上有什么特点？比如销售",[932,1145,155],{"href":1146},"\u002Fqudao","管理方面。",[904,1149,1150,1151,1153,1154,1156,1157,1159],{},"答：控制销售",[932,1152,155],{"href":1146},"是比较难的问题。但是说简单也简单，就是费尽心思去找，哪里有人愿意卖你的东西，他有没有能力卖你的东西，能够拼命把你的东西卖出去。销售",[932,1155,155],{"href":1146},"的工作我干了10年，认为还没有掌握，书上从未说清楚。我现在请了一个比我更懂的人帮我做，我觉得有很大收获。这里边也有",[932,1158,5],{"href":934},"，就是，你能让你的客户赚到钱，消费者又能买到你的东西，销售的工作基本上就完成了。但是，消费者是否接受你的东西，主要由产品来决定，如果是不好卖的东西，那再会卖的人也帮不了多少忙。",[904,1161,1162,1163,1166,1167,1169],{},"问：您怎样看待",[908,1164,1165],{},"微软","“维纳斯”计划，",[908,1168,918],{},"是否参与？",[904,1171,1172],{},"答：我们还在看，观察市场的情况。“维纳斯”计划我们开始也参与了，现在也不能说退出，但的确没做多少具体的 工作。我的直感是这个东西还不够成熟。",[904,1174,1117,1175,1177],{},[908,1176,918],{},"是否准备上手机？",[904,1179,1180,1181,1183],{},"答：目前不准备。首先要看看自己有没有这个实力，即使质量一模一样的手机，顾客肯定买摩托罗拉的，不会买",[908,1182,918],{},"的。另外，现在的外国厂商掌握着一些技术标准，和确立、修改标准的 实力，就象在比赛中又是运动员又是裁判员。",[904,1185,1186,1187,1189],{},"问：中国加入WTO后，对",[908,1188,918],{},"有什么影响？",[904,1191,1192],{},"答：对我们企业来说，加入WTO从长远看是有利的。外国企业进来竞争，是会有一些影响，但是也意味着我们有可 能能够走出国门。事实上，在国内市场发展这些年，国家并没有给任何政策优惠，而国外竞争者也一直在同我们竞争。进入WTO后，优势还将继续是优势，只是竞争更直接，淘汰的速度更快。",[904,1194,1117,1195,1197],{},[908,1196,918],{},"有没有冲击500强的打算？",[904,1199,1200],{},"答：目前没有。我觉得目前同500强的差距还很大。按报纸上的说法，哪有什么500强，有的只是500大。我 们现在要做的具体事太多，还轮不上考虑500强。",[904,1202,1203],{},"问：企业家同企业的关系？",[904,1205,1206],{},"答：如果企业出了问题，责任只是企业家的；如果企业成功了，功劳是大家的。",[904,1208,1209,1210,1212],{},"问：你同",[908,1211,914],{},"分手的原因是什么？",[904,1214,1215,1216,1218],{},"答：其实有很多种原因。我在",[908,1217,914],{},"学到了很多东西，得到了很好的锻炼。到了后期，我同大老板对企业未来的发展 有一些不同的看法；还有我觉得做下去以后，我自己的乐趣很小了；我觉得做下去同自己一些原则相违背，所以就离开了。要算离开的经济损失是算不清的，对我来说也意义不大。",[904,1220,1117,1221,1072,1223,1225],{},[908,1222,918],{},[932,1224,129],{"href":1065},"的核心是什么？",[904,1227,1228,1229,1231,1232,1234],{},"答：",[932,1230,5],{"href":934},"。不过我认为成功的企业都是相似的，我们并没有去追求一种独特的",[932,1233,129],{"href":1065},"。",[904,1236,1237,1238,1240],{},"问：您在20天就组建了",[908,1239,918],{},"集团，请介绍一下融资过程。",[904,1242,1243,1244,1247],{},"答：其实很多工作早就在做，不是20天这么简单。至于融资，主要是我以前工作所建立的",[932,1245,206],{"href":1246},"\u002Fxinyu","，别人知道我的公平 为人，所以放心把钱交给我。",[904,1249,1250],{},"问：您从人大研究生毕业后为什么没有去外企或留北京？",[904,1252,1253],{},"答：因为没有想过去外企或出国。至于留北京，找过几个单位，总是听说谁是谁的儿子，我就想，我是谁的儿子？！ 所以去广东，感觉那里适合我们闯荡。",[904,1255,1256],{},"问：您如何保持组织内部的凝聚力？",[904,1258,1228,1259,1234,1262,1265,1266,1269],{},[908,1260,1261],{},"最基本的原则就是公平",[908,1263,1264],{},"另外","，",[908,1267,1268],{},"建立相互信任的方法是同大家敞开地交流","。企业大了以后，层级多了，交流的确少了。拿破仑说到他在滑铁卢失败的原因，是“很久没有同战士们 喝过汤了”。我们正在学习，寻找解决问题的方法。",[904,1271,1272],{},"问：您的人生目标是什么，追求什么样的巅峰？",[904,1274,1275,1276,1278],{},"答：我没有，重要的是过程。别人问，我就说我在生活，Enjoy- your- life,或者Enjoy- your -job。要想达到一种颠峰，比如象比尔盖茨，我觉得不可能，没有想过。那是一种制度的产物，中国没有这样的条件。就象做软件，在中国一做出来，肯定被盗版。其实我也挺烦",[908,1277,1165],{},"，觉得他们很霸道，但是你非要去盗人家版，还要振振有辞，我觉得有点毛病。我的乐趣就在工作中，做企业是我的一种生活方式，工作的目的不在于赚钱。",[904,1280,1281,1282,1284,1285,1287],{},"问：您当年是因为经营者持股的问题从",[908,1283,914],{},"出走的。如今在",[908,1286,918],{},"里面，这个问题是如何解决的？",[904,1289,1290],{},"答：我最早成立这个公司的时候，我是占最大股的，因为很多员工手头没有现金。很多专家讲你应该用期权，期权其实是没有用的。如果不是上市企业，有期权没有用，就算是上市企业，如果不是一个成长性非常高的企业，期权也没有用。我想的办法是把自己的股份稀释了，当时我占最大股，有70％多，现在我的股份连原来的1\u002F4都不到了。股份我全都送给员工了，怎么送的呢？白送也不行。我借你一块钱的现金，你买我一块钱的股份。然后你欠我一块钱，你也不用还我，将来用股份的利润，或者股份增长的股息还我。每年的利润有多少是给员工的，有多少股份是要稀释给现有的员工的，规定得都很清楚。在这个问题上，我们企业碰到的问题比较小。",[904,1292,1293,1265,1296,1234,1299,1265,1302,1234,1305,910,1308,1265,1311,1234],{},[908,1294,1295],{},"“世间自有公道",[908,1297,1298],{},"付出总有回报",[908,1300,1301],{},"说到不如做到",[908,1303,1304],{},"要做就做最好",[908,1306,1307],{},"”这是",[908,1309,1310],{},"最喜欢听的一首歌",[908,1312,1313],{},"也是他自己的人生座右铭",[904,1315,1316,1319],{},[908,1317,1318],{},"后记","：",[904,1321,1322,1323,1325,1326,1328,1329,1331],{},"在经济繁荣、工业发达的华南珠江三角洲地区，在万流汇聚、气势开阔的珠江入海口处，近年来迅速崛起了一个国内知名的大型电子企业——广东",[908,1324,918],{},"电子工业有限公司。",[908,1327,918],{},"数字视听（超级VCD\u002FDVD、家庭影院）、通讯（有绳、无绳电话）、教育电子（语言复读机）三大系列产品凭着过硬的质量、优质 的服务，赢得了广大消费者的信赖，成为国内电子行业的名牌产品。总经理",[908,1330,910],{},"先生以其“明晰的远见和创新能力”，被《Asia Week》（亚洲周刊）评为亚洲20位商业与金融界“千禧年”行业领袖之一。",[904,1333,1334,1336,1337,1339,1340,1342],{},[908,1335,918],{},"公司力求通过所提供的数字视听、通信、教育电子产品及服务，逐步提高广大中国家庭的生活素质，推进中国家庭生活的现代化。为此，",[908,1338,918],{},"人将产品质量视为自己的生命，孜孜不倦地追求高品质是每个员工 的责任和义务。生产三大系列产品的三个分厂先后通过了ISO9001国际质量体系认证，按照国际标准建立 起严格、高效的质量保障体系，确保产品质量的稳定可靠和不断提升。同时，全面推行生产制造系统的 电脑化管理，建立起规范化、高效率的生产资源管理和控制系统，依靠科学管理降低生产成本，增强企业 的竞争力。为满足消费者的需要，",[908,1341,918],{},"公司建立起遍布全国的产品销售和售后服务网络，像自来水一样 把优质的产品和服务源源不断地输送到千家万户，真正做到了“方便千万家”。",[904,1344,1345,1346,1348,1349,1351,1352,1354,1355,1357,1358,1360,1361,1363],{},"“企业无故事”，平平常常。“无招儿胜有招儿”，一拳打出去，非常朴实。“",[932,1347,206],{"href":1246},"是",[932,1350,5],{"href":934},"”，代价 再大，也要坚守。秉持“焦点法则”，处理好企业“利益链”的关系，保持“足够的最小发展速度”。",[908,1353,918],{},"几年来高速发展却又踏实稳健的秘诀，也许就在这平平常常的话语中。在当今风云变幻、潮起潮落的中国企业界，",[908,1356,918],{},"人集中优势力量与资源于本业，由上到下踏实做事，用“",[932,1359,12],{"href":952},"”保持企业的平稳运转和持续发展，以",[932,1362,5],{"href":934},"与踏实稳步迈向二十一世纪。",[904,1365,1366,1368,1369,1371,1372,1374,1375,1377,1378,1380,1381,1383,1384,1386,1387,1389,1390,1392,1393,1265,1395,1397,1398,1400,1401,1403],{},[908,1367,910],{},"，江西人氏，发迹在广东，人称“阿段”。媒体看",[908,1370,910],{},"，大概都有点“雾里看花”，摸不着头脑。因为大家都是冲着一个跌宕多姿、擅长造势的",[908,1373,910],{},"去的。而回顾",[908,1376,910],{},"13年的企业人生，的确够得上跌宕。人大研究生毕业之后，来到广东中山，出任一个行将倒闭的小厂的厂长，而当他一手将厂子做成产值10亿，发展如日中天的",[908,1379,914],{},"电子工业公司，自己也有着“打工皇帝”的美誉后，却因为无法真正实现自己的理想，抽身而去，选择了更为艰难的白手起家——在广东东莞成立专营电话和学习机的",[908,1382,918],{},"公司。对他的选择当时很多人并不看好，但命运之神似乎对他特别眷顾，他一“出走”，“",[908,1385,914],{},"”没有了霸气，“",[908,1388,918],{},"”却步步登高，如今更成为中国无绳电话、VCD等行业中属一属二的名牌。构成媒体印象的另一个重要因素是，无论在",[908,1391,914],{},"还是",[908,1394,918],{},[908,1396,910],{},"都以重视和擅长广告策划闻名。1996年，",[908,1399,910],{},"在中央电视台拿了一块黄金时段的广告，价钱据说几乎是",[908,1402,918],{},"当时的全部家当，以后，他又连当了央视两年的标王。所以有人说是广告效应锻造两个名牌。",[904,1405,1406,1407,1409,1410,1412,1413,1415],{},"言归正传，真正的",[908,1408,910],{},"又是什么样？像这些不提也罢，比如他衣着俭朴，闹出过被中央电视台的门卫拒之门外的笑话，又比如他长期和8位办事员同在一间简陋的大房间办公，这些还不足以为奇，因为这是个流行另类的年代，但是思想层面上的“",[932,1411,5],{"href":934},"”、“保守”却是和另类文化格格不入的，这也是有着丰富人生经历的",[908,1414,910],{},"最令人吃惊的。关于这一点，举两三例子，就不难发现。",[904,1417,1418,1419,1422,1423,1425,1426,1428,1429,1431,1432,1434,1435,1437],{},"自古人们都把英雄的桂冠戴在敢为天下先，第一个吃螃蟹的人头上，知识经济时代也概莫能外，",[908,1420,1421],{},"比尔·盖茨","就是典范。但",[908,1424,910],{},"却不惜扼杀中国的",[908,1427,1421],{},"们的积极性，推行“",[932,1430,42],{"href":1092},"”的经营理念，说什么“实力本来就不强，还去搞什么新产品开发，肯定不行，凭咱们那点实力，也敢跟世界级的大公司相比吗？我先看人家国外大企业做什么产品，而且要看它什么产品好卖，然后我再做什么，这样成功的机率要大得多，日本的消费类电子产品能够超过欧美，采用的就是这种办法”。",[908,1433,910],{},"还大谈“先”与“后”的辩证关系，给人的感觉无非有两个：一、他还没有能力开先；二、开先容易成为悲壮的英雄，他只愿做个有颗",[932,1436,12],{"href":952},"的平常人。",[904,1439,1440,1441,1443],{},"所谓多元化发展，现在几乎成了一种时髦。但",[908,1442,910],{},"却不为所动，依然固守着他的一亩三分地，他说“我不赞成企业走多元化发展之路。因为到目前为止，还没有任何一家国内企业真正具备这样的外部和内部条件。”他忙乎的是给他的一亩三分地施肥，美其名曰“焦点法则”——一个企业应将80%的精力放在20%的事情上，那么这20%的事情会给你80%的收益。听起来也不无道理，我们拭目以待。",[904,1445,1446,1447,1449,1450,1452,1453,1455],{},"似乎当下企业界流行什么，",[908,1448,910],{},"就反对什么。当别人将“国际化”念经一样挂在嘴边时，他却说“我很少做海外合同，你有如此大的国内市场，为何浪费时间在海外”。别人追求高的发展速度，他却只想保持一个“足够的最小的发展速度”，因为“欲速则不达”。就连大家印象中他孜孜追求的广告效应，他也不以为然，把广告形容为一把双刃剑，说“产品广告宣传十分重要，但前提必须是产品本身过硬，否则吹得越多，死得越快，”还说自己投巨资，争当标王“正是因为我们不够强大”，“我们的投标数，从未超过我们的预算范围”。可你现在说已经晚了，“秦池”、“爱多”当初不就是看你",[908,1451,910],{},"用广告托起一个“",[908,1454,914],{},"”，才纷纷效仿的吗，你早该把道理跟大伙说明白呀。",[904,1457,1458,1459,1462,1463,1465,1466,1468,1469,1471,1472,1474],{},"一个保守、",[932,1460,216],{"href":1461},"\u002Flixing","的人为什么选择了跌宕多姿的人生，到底哪一个最真实？思来想去，",[908,1464,910],{},"应该是个有“双重人格”的人，他身上混有两种甚至多种人格特征：",[932,1467,5],{"href":934},"的企业家与天才的广告策划家。双重人格互动，以",[932,1470,5],{"href":934},"为底，以大胆的、离奇的策划为辅，造就了",[908,1473,910],{},"今天的成功。",[904,1476,1477,1478,1480,1481,1483,1484,1486,1487,1489,1490,1492,1493,1495,1496,1498,1499,1265,1501,1503,1504,1506,1507,1509,1510,1512,1513,1515,1516,1518],{},"什么是",[908,1479,910],{},"恪守的",[932,1482,5],{"href":934},"，上面提及的对那些尚不成熟的经营策略的抵触是一种。而反映在企业的日常运作上，比如说，为了保证品质，不合格的产品就绝不可以出厂，无论有多大损失也在所不计。所以才有了在当时不少种学习机的返修率高达20%-30%的情况下，",[908,1485,914],{},"学习机的返修率一直控制在2%以内，以后的“",[908,1488,918],{},"”系列也是如此。再比如，企业无论资金如何紧张，无论面临多大困难，绝不会拖欠或无理克扣员工一分钱工资，……实践证明，",[932,1491,5],{"href":934},"是一种大巧若拙的智慧，它最终能赢得别人的信任而将事业做大。想当初，",[908,1494,910],{},"离开",[908,1497,914],{},"搞",[908,1500,918],{},[908,1502,914],{},"的中层几乎全部转至",[908,1505,918],{},"门下。几个月内，几百名工人也离开",[908,1508,914],{},"投奔",[908,1511,918],{},"。所以",[908,1514,910],{},"说“得人心者得市场，如何得人心，惟有",[932,1517,5],{"href":934},"”。",[904,1520,1521,1522,1524,1525,1527,1528,1530,1531,1533,1534,1536,1537,1539,1540,1542,1543,1545,1546,1548,1549,1551,1552,1554,1555,1557,1558,1560],{},"当然做好一个企业，光有",[932,1523,5],{"href":934},"是不够的。有一点毋庸置疑，最终使",[908,1526,910],{},"从群雄并起的时局中后来者居上的，是他高人一等的",[932,1529,135],{"href":996},"意识。",[908,1532,910],{},"的广告天分，其实从他前后为两个企业注册的名称就能看出。再举几个成功范例，1993年5月，",[908,1535,914],{},"研制成功第一代电脑学习机，与此同步，由",[908,1538,910],{},"亲自捉刀的新广告《拍手歌》在中央电视台高频度播出，“你拍一，我拍一，",[908,1541,914],{},"出了学习机”",[908,1544,914],{},"学习机迅速成为市场新宠。1994年，为配合学习机新产品的推出，重金聘请了国际武打巨星成龙拍了一个广告，“同是天下父母心，望子成龙",[908,1547,914],{},"”，一下子搔到了天下父母的痒处，明星效应使",[908,1550,914],{},"响彻天下。创建",[908,1553,918],{},"后，",[908,1556,910],{},"在作出了无绳电话、VCD、学习机的同时，又推出几则经典广告。2000年，",[908,1559,918],{},"更是大手笔请来了国际巨星施瓦辛格。",[904,1562,1563,1565,1566,1568],{},[908,1564,910],{},"有句话颇耐人寻味，“成功的企业没有什么特色，失败的企业才有特色”。在纷扰的企业界，",[908,1567,910],{},"年龄不大，却老谋深算，看来当初他下广东时，那张研究生学历没有白揣。知识经济时代，知识真的能够炮制奇迹。",[904,1570,1571,1572,1574,1575,1577,1578,1580],{},"在",[908,1573,910],{},"身上，人们发现一些东西奇怪地融合在一起。有人注意到",[908,1576,910],{},"仍在使用老式的摩托罗拉手机，他的简陋的办公室坐了８个人；穿着也似乎过于朴实，有一次他去中央电视台投标，夹在一群衣帛光鲜的人中，被门卫叫住，差点当作闲杂人等拦在外面————门卫哪里知道这个人是中央台第一广告大户。段的低调常常让那些满怀期望的记者败兴而归，他不会讲故事，尤其是那些情节曲折激动人心的企业秘闻。他经常严肃地告诉采访者：“我们很",[932,1579,5],{"href":934},"，这听起来像是废话，却是做企业最基本的东西。”",[904,1582,1583,1584,1586,1587,1589],{},"当他的同行准备上手机、做彩电时，段无动于衷。甚至在他抛头露面上台与",[908,1585,1421],{},"握手言欢，参加了“维纳斯计划”发布会之后，大会上坐在台下面的厂商“先下手为强”，纷纷推出各自的信息家电产品，",[908,1588,910],{},"却保持着沉默。",[904,1591,1592],{},"国内企业将“国际化”念经一样挂在嘴上，段在一片喧哗与骚动中抛出几句冷冰冰的话：“我很少做海外合同，你有如此大的国内市场，为何浪费时间到海外呢？”",[904,1594,1595],{},"甚至连推崇他的《亚洲周刊》都认为他“保守”，但同时又说“他的保守对他很有好处”。",[904,1597,1598,1600,1601,1603,1604,1265,1607,1610,1611,1614,1615,1234,1620,1622,1623,1625],{},[908,1599,910],{},"认为他的“",[932,1602,5],{"href":934},"”有三层意思：",[908,1605,1606],{},"一是有多大能力做多大的事",[908,1608,1609],{},"而不是有多大胆量","。君不见有多少叱咤一时的企业都败落下去，大伙在总结教训时都知道了什么叫“盲目多元化”。做企业其实有个“焦点法则”————“一个企业应将80%的精力放在20%的事情上，那么这20%的事情会给你80%的效益。",[908,1612,1613],{},"第二层是有一个”足够的最小发展速度”","，别人都追求高速发展，段只想有一个平稳的上升状态，他相信“欲速则不达”。",[908,1616,1617,1618],{},"第三层是底子：讲",[932,1619,206],{"href":1246},[908,1621,910],{},"说：“讲",[932,1624,206],{"href":1246},"是要付出代价的，我曾为一个承诺赔了1800万元。”",[904,1627,1628,1630,1631,1633],{},[908,1629,910],{},"的“",[932,1632,5],{"href":934},"”包含了大巧若拙的智慧，但这毫不影响他的进取与创新— ———这种能量的释放使他逼近于经济学大师熊彼得所说的“企业家”。",[904,1635,1636,1637,1639],{},"学习机是",[908,1638,910],{},"的成名之作。1993年电脑热，中国人都想学电脑，这种迫切性出租车司机都会告诉你，但绝大多数家庭根本买不起一台PC，段发现了这一需求，将PC中的打字与简单的中英文编辑功能剥离出来，做成了一种叫“ 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