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CEO","person-tim-cook","段永平评价库克，核心是理性、理解乔布斯追求、延续苹果文化，并把苹果从乔布斯时代带入更大规模的长期经营。",5230,{"title":771,"slug":772,"description":773,"category":676,"order":774,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"马云：段永平为什么一直认为他了不起","person-mayun","段永平对马云的评价长期很高：他看重马云兼具理想主义和现实主义，也欣赏其勇气和企业文化意识；但这不等于他对阿里没有保留。",5240,{"title":776,"slug":777,"description":778,"category":676,"order":779,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"丁磊：段永平为什么说他很有悟性","person-dinglei","段永平评价丁磊，核心是“很有悟性”、单纯、不算计人，而且在网易现金很多时没有犯大错。",5250,{"title":781,"slug":782,"description":783,"category":676,"order":784,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"马化腾：段永平为什么正面评价他","person-mahuateng","段永平对马化腾的评价简洁但重要：人不错、年轻，并且微信和微信支付的影响非常大且深远。",5260,{"title":786,"slug":787,"description":788,"category":676,"order":789,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"俞敏洪：段永平为什么说他是条汉子","person-yuminhong","段永平欣赏俞敏洪的韧性和面对问题的能力，甚至说他是“条汉子”；但也认为俞离顶级企业家还有距离，新东方生意模式不是自己特别喜欢的类型。",5270,{"title":791,"slug":792,"description":793,"category":676,"order":794,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"季克良：段永平为什么说他对茅台至关重要","person-jikeliang","段永平评价季克良，核心是质量文化和造钟人作用：季克良让茅台成为今天的茅台，功不可没。",5280,{"title":796,"slug":797,"description":798,"category":676,"order":799,"type":694,"volume":9,"volumeOrder":9,"chapterOrder":9},"黄仁勋：段永平为什么欣赏他","person-huangrenxun","段永平欣赏黄仁勋，重点在真诚、有能量、长期方向一致，以及带领英伟达形成强生态；但他仍然区分“欣赏人”和“看懂英伟达十年护城河”。",5290,{"title":801,"slug":802,"description":803,"category":676,"order":804,"type":805,"volume":9,"volumeOrder":9,"chapterOrder":9},"段永平高度评价过的公司","topic-highly-rated-companies","段永平高度评价公司时，核心标准不是名气，而是能否长期做对事情：好产品、好商业模式、好文化、好管理层和可理解的未来现金流。",5300,"topic",{"title":807,"slug":808,"description":809,"category":676,"order":810,"type":805,"volume":9,"volumeOrder":9,"chapterOrder":9},"段永平高度评价过的人","topic-highly-rated-people","段永平评价人，重点不是名气，而是这个人是否理性、真诚、关注本质、能长期做对事情，并能把个人能力沉淀为组织能力。",5310,{"title":812,"slug":813,"description":814,"category":676,"order":815,"type":805,"volume":9,"volumeOrder":9,"chapterOrder":9},"段永平正在重估的公司","topic-revaluated-companies","段永平的重估案例最值得看的是变化过程：他会承认看不懂，也会在新证据出现后调整判断，但始终保留能力圈和长期现金流边界。",5320,{"id":817,"title":294,"body":818,"category":241,"chapterOrder":9,"date":9,"description":296,"editor":1847,"extension":1848,"meta":1849,"navigation":1850,"order":297,"path":1851,"publishedAt":9,"seo":1852,"seoDescription":296,"seoTitle":1853,"slug":295,"source":9,"sourceAuthor":835,"sourceDate":9,"sourceNote":1854,"sourceStatus":1855,"sourceUrl":9,"sources":1856,"stem":1857,"summary":296,"tags":9,"type":9,"updatedAt":1858,"volume":9,"volumeOrder":9,"__hash__":1859,"_collection":1860},"dao\u002Fdao\u002Fspeeches\u002Fduanyongping-2002nian-cctv2jingjipindao-maidian-lanmucaifang-touyingjinengfouzou.md",{"type":819,"value":820,"toc":1844},"minimark",[821,837,850,858,892,897,914,919,924,932,935,940,949,975,980,985,990,995,1072,1077,1082,1112,1117,1122,1145,1150,1155,1160,1165,1182,1187,1207,1212,1217,1225,1281,1286,1291,1299,1310,1321,1326,1331,1336,1341,1346,1354,1359,1364,1390,1399,1419,1424,1459,1464,1469,1474,1479,1551,1556,1582,1587,1604,1609,1614,1661,1666,1677,1682,1687,1692,1697,1702,1707,1754,1759,1764,1772,1777,1782,1798,1803,1808,1813,1818,1827],[822,823,824,828,829,832,833,836],"p",{},[825,826,827],"strong",{},"主持人","：有困惑共同面对，有智慧一起分享。各位中午好，欢迎收看我们的节目，首先给大家介绍一下，我们今天的嘉宾，我身边这位是",[825,830,831],{},"步步高","集团的董事长",[825,834,835],{},"段永平","先生。另外这位是《经济观察报》的副总编辑刘坚先生。欢迎你们两位。我们先让刘坚先生来谈一谈段先生，因为你一直是资深的媒体记者，你一直关注家电行业的发展，在你的印象当中，段先生是从什么时候开始崭露头角的。",[822,838,839,842,843,846,847,849],{},[825,840,841],{},"刘坚","：我知道他原来是做",[825,844,845],{},"小霸王","学习机。现在是",[825,848,831],{},"复读机，我觉得这两个产品，都是在一个合适的时候，做的合适的产品。",[822,851,852,854,855,857],{},[825,853,827],{},"：当时我们还记得，你拍一，我拍一，拍到最后把",[825,856,845],{},"学习机可以说拍红了大江南北。如果把它作为一个案例来看的话，你觉得，这样一个产品，能够在市场立足，而且在一个以前大家从来没有用过的产品。从来没有这个概念，说有一个学习机的概念，你等于是生造出一个概念出来。",[822,859,860,862,863,866,867,866,870,873,874,845,877,866,880,866,883,866,886,866,889,873],{},[825,861,835],{},"：不是，",[825,864,865],{},"那个是大家的误解","，",[825,868,869],{},"其实在我们推出这个产品的时候",[825,871,872],{},"市场上已经有很多人在卖这个东西了","。",[825,875,876],{},"那么我们推出",[825,878,879],{},"学习机是在1993年",[825,881,882],{},"我最早接触这个产品是在1989年",[825,884,885],{},"我看到这个产品",[825,887,888],{},"到决定推出来",[825,890,891],{},"中间其实花了4年时间",[822,893,894,896],{},[825,895,827],{},"：但是在我们的印象中，你推出这个产品，可不是慢慢推出来的，而是一下子就成了一个很强的攻势。",[822,898,899,901,902,866,905,866,908,866,911,873],{},[825,900,835],{},"：在之前的准备工作是非常长的，",[825,903,904],{},"所以说成功往往都不是偶然的",[825,906,907],{},"你看起来",[825,909,910],{},"好像突然冒出来的东西",[825,912,913],{},"其实我们前面已经有三四年的准备",[822,915,916,918],{},[825,917,841],{},"：实际上，学习机是电脑的简装版，因为电脑当时的价格比较高。进入家庭可能受经济收入的影响，有一定的困难，它有一些电脑最基本的功能，但价格同时又比电脑低很多,我觉得他成功了。",[822,920,921,923],{},[825,922,827],{},"：成功的法则有时候是非常简单，说起来非常简单。在合适的时机推出合适的产品，但是做起来可能是非常的难。 我们今天要讨论这个案例，就是这样一个可以说可能在段先生你说的三四年的憋着劲使劲的过程当中的这样一个产品，但是今天它仍然很难，它仍然面临一些困难一些问题，我们先来看一下这个案例。",[822,925,926,927,931],{},"“一项可以接收电视信号的投影仪专利，三名清华的大学生，加上学生创业的全新概念，在1999年5月组成了视美乐公司。在媒体和社会的关注下，大学生创业的视美乐公司不断成为舆论热点，先是上海一个250万的风险投资，后来又是澳柯玛集团3000万的加盟，在2000年4月成立了澳柯玛视美乐公司。生产多媒体投影机，主打家用市场。由于家庭用户对投影机的没有形成消费习惯。因此，澳视转向学校、军队、政府等专业市场，通过宣传、调整价格、给经销商优惠等措施，赢得了一定的份额。目前的月销售量达到300、400台，但由于面对着EPSON、SONY等知名",[928,929,141],"a",{"href":930},"\u002Fpinpai","的竞争，成长速度缓慢。",[822,933,934],{},"两次市场体验后，他们开始重新思考自己的发展战略，澳视认为，就公司本身而言，它在专业市场每年有30%的增长，但整个市场数量有限，如果转向家用市场，电视机每年有2000万台的容量，而澳视的投影仪在性能上完全可以替代电视机，而且投影仪具有无辐射、高清晰度、体积小便于携带的优点。但是现在消费者的消费习惯还不接受投影仪，安装投影仪需重新布线，对客厅面积也有一定要求。所以澳视公司困惑的问题是：继续开拓专业市场，还是向家用市场进军？”",[822,936,937,939],{},[825,938,827],{},"：好，问题已经提出来了，我们今天的当事人，也就是澳视公司的总经理徐中先生也已经来到了现场，欢迎你。徐先生，你先给我们谈一谈刚才片子里提到的困惑，也就是选择家用市场和选择专业市场，对你来讲，分别意味着什么。",[822,941,942,945,946,948],{},[825,943,944],{},"徐中","：三年前我们刚开始创业的时候，我们当时是想把投影机带进千家万户。但是通过一年多的努力，我们发现这个家用市场非常难打，因为只有澳视一家孤军奋战。后来在一年多以前我们转向商用市场，在商用市场，发现SONY，EPSON，还有一些国际的知名",[928,947,141],{"href":930},"也在里面做，但是这个市场成长很快。所以我们随着商用市场在成长，但是我们的眼睛还盯着家用市场。",[822,950,951,953,954,866,957,866,960,866,963,866,966,866,969,866,972,873],{},[825,952,835],{},"：家用产品卖点的要求，",[825,955,956],{},"必须规模要大",[825,958,959],{},"数量要多",[825,961,962],{},"然后卖点才能铺开来",[825,964,965],{},"如果你卖点小",[825,967,968],{},"展示的地方又不够",[825,970,971],{},"你其实连展示都会变得非常困难",[825,973,974],{},"而且费用会非常高",[822,976,977,979],{},[825,978,944],{},"：因为现在大家看到的长虹，今年背投要卖几十万台。彩电今年大概是4000万台的销量。所以这个市场如果是1％就是40万台。但是中国投影机去年只有7万台，今年大概10万台，和它相比是四百分之一。所以我们还是把眼睛盯着这个家用市场。",[822,981,982,984],{},[825,983,841],{},"：您这个产品，到底是一个投影仪，还是一个电视机？",[822,986,987,989],{},[825,988,944],{},"：实际上它就是一个，有一种概念叫投影电视，实际它不用电视机，把这个闭路线接到高频头上面，就可以直接打出来像电影一样的效果，它可以看电视，也可以看DVD，也可以看计算机信号。",[822,991,992,994],{},[825,993,841],{},"：它是一个投影仪和它是一个电视机，它根本就是两个不同的市场。对目前来说，我觉得一个电视机可能已经是对家庭来说，非常普遍的家电产品，但是投影仪在中国家庭，还是非常不普及的。",[822,996,997,999,1000,866,1003,866,1006,866,1009,873,1012,866,1015,866,1018,873,1021,873,1024,866,1027,866,1030,873,1033,866,1036,866,1039,866,1042,866,1045,873,1048,873,1051,866,1054,866,1057,866,1060,866,1063,873,1066,866,1069,873],{},[825,998,835],{},"：两个促销员，",[825,1001,1002],{},"跑到非洲的一片原始森林里面去",[825,1004,1005],{},"然后一个人写回来的报告",[825,1007,1008],{},"充满希望",[825,1010,1011],{},"说那儿的人都没穿鞋呢",[825,1013,1014],{},"另外一个就说",[825,1016,1017],{},"那人都根本不穿鞋",[825,1019,1020],{},"所以根本没戏",[825,1022,1023],{},"两个人描述的事实是同样的一件事实",[825,1025,1026],{},"但是得出来的结论是完全不同的结论",[825,1028,1029],{},"我认为如果你是NIKE",[825,1031,1032],{},"或者是Adidas",[825,1034,1035],{},"或者是某个巨大的鞋厂",[825,1037,1038],{},"我觉得未来你会得到很好的回报",[825,1040,1041],{},"但是你如果只是比方说某个小镇上的一个鞋厂",[825,1043,1044],{},"你根本就不可能熬30年",[825,1046,1047],{},"50年",[825,1049,1050],{},"去培育这个市场",[825,1052,1053],{},"所以我觉得",[825,1055,1056],{},"你这个东西有点像",[825,1058,1059],{},"你现在到了一个没穿鞋子的市场",[825,1061,1062],{},"然后你作为一个这么小的公司",[825,1064,1065],{},"想去卖给非洲人鞋子",[825,1067,1068],{},"我个人的直觉是认为",[825,1070,1071],{},"是死路一条",[822,1073,1074,1076],{},[825,1075,841],{},"：徐总，你这个产品，在专业市场，它的市场份额大概有多少？",[822,1078,1079,1081],{},[825,1080,944],{},"：现在大概4%、5%。",[822,1083,1084,1086,1087,866,1090,866,1093,866,1096,1099,1100,873,1106,866,1109,873],{},[825,1085,835],{},"：如果你只有4%、",[825,1088,1089],{},"5%",[825,1091,1092],{},"其实你形不成规模",[825,1094,1095],{},"就是很难达到赢利规模的",[825,1097,1098],{},"怎么着你也得取得15%"," ，",[825,1101,1102,1103,1105],{},"你才能形成一个",[928,1104,141],{"href":930},"的概念",[825,1107,1108],{},"所以首先我觉得你要在专业市场上站住脚",[825,1110,1111],{},"你要达到15%以上",[822,1113,1114,1116],{},[825,1115,841],{},"：它对收视环境，会不会比那个普通电视机要求要苛刻很多。",[822,1118,1119,1121],{},[825,1120,944],{},"：应该讲要苛刻一些，第一是安装的问题，所以我想把问题摆出来，第一就是投影机需要一个吊装，或者在下面，因为它有布线，电源线，计算机线，这个有个布线的问题，第二点可能就是，它是投影的方式，对环境，比如说你的灯光，或者是日光，对它会有一定的影响，所以可能希望你的光线稍微暗一点的环境，演示效果会好一些。",[822,1123,1124,1126,1127,866,1130,866,1133,866,1136,866,1139,866,1142,873],{},[825,1125,835],{},"：任何人买东西的时候，",[825,1128,1129],{},"一定要试的",[825,1131,1132],{},"你这个东西试起来本身就很困难",[825,1134,1135],{},"这个对试的条件要求非常高",[825,1137,1138],{},"如果你的销量不够的话",[825,1140,1141],{},"你卖那些机器",[825,1143,1144],{},"都不够给那个商场交柜台费",[822,1146,1147,1149],{},[825,1148,841],{},"：长虹或者说康佳、TCL这样的企业，一年的市场推广费用，就可能上亿，你要去启动一个新的市场，到底要多少费用，这个是不是你这个企业能够承受的，我觉得这可能都是问题。",[822,1151,1152,1154],{},[825,1153,827],{},"：你是想去培育市场，还是想等这个市场逐渐成熟之后去跟进，做一个市场成熟的享有者？",[822,1156,1157,1159],{},[825,1158,944],{},"：实际上有人说，澳视会不会成为第二个万燕，一般来讲，第一个去做这个产业的公司，通常会失败。",[822,1161,1162,1164],{},[825,1163,841],{},"：你有非常强大的实力，你可以去做市场的培育者，那你可能就能走到30年、50年以后，但是如果你的公司，实力本身就不是特别大，那我觉得，去做这样的培养工作，可能一旦培养成熟了这个市场，也未必是你的。",[822,1166,1167,1169,1170,866,1173,866,1176,866,1179,873],{},[825,1168,835],{},"：人的精力一定是有限的，",[825,1171,1172],{},"尤其像你这种公司还是一个草创时期",[825,1174,1175],{},"如果你的想法特别多",[825,1177,1178],{},"四面出击的话",[825,1180,1181],{},"我觉得挺危险的",[822,1183,1184,1186],{},[825,1185,841],{},"：我也是不建议徐先生去做家用市场。电视机市场有4000万或者2000万这么大一个容量，但是这里面到底有多少人是看中你投影电视这样一个家用产品，那个市场就非常小。",[822,1188,1189,1191,1192,866,1195,873,1198,866,1201,866,1204,873],{},[825,1190,835],{},"：所以你还不如先把自己养活起来，",[825,1193,1194],{},"因为我觉得企业最重要是生存",[825,1196,1197],{},"你生存下来了后面总是会有机会的",[825,1199,1200],{},"所以你把专业市场先做好",[825,1202,1203],{},"可能是最要紧的",[825,1205,1206],{},"慢一点没关系",[822,1208,1209,1211],{},[825,1210,841],{},"：其实专业市场也未必一定就慢，因为据我了解，好像这个专业市场，本身每年有30%的增长。另外我觉得，做专业市场可能利润率比家用市场要高。",[822,1213,1214,1216],{},[825,1215,827],{},"：我们能不能再进一步，按照你们两位提出来的方向，能不能给我们徐先生提一些具体的建议。",[822,1218,1219],{},[825,1220,1221,1222],{},"建议一：产品",[928,1223,146],{"href":1224},"\u002Fchayihua",[822,1226,1227,1229,1230,866,1233,866,1236,866,1239,866,1242,866,1245,866,1248,873,1251,866,1254,866,1257,866,1260,866,1263,873,1266,873,1269,866,1272,866,1275,866,1278,873],{},[825,1228,835],{},"：就某个产品来讲，",[825,1231,1232],{},"你找到自己的USP是有可能的",[825,1234,1235],{},"找到自己的独特卖点",[825,1237,1238],{},"你不会一夜之间成为SONY那么大的规模",[825,1240,1241],{},"但是在这个产品上头",[825,1243,1244],{},"如果你注意到了消费者的需求",[825,1246,1247],{},"他没有注意到",[825,1249,1250],{},"你是有可能会取胜的",[825,1252,1253],{},"我记得有一个手机",[825,1255,1256],{},"在手机上挂了一个绳子",[825,1258,1259],{},"它就变得特别好卖",[825,1261,1262],{},"你想一个手机几千块钱",[825,1264,1265],{},"绳子可能几块钱",[825,1267,1268],{},"很多人就因为这几块钱就买了这个手机",[825,1270,1271],{},"那你能不能找到一个这样的卖点呢",[825,1273,1274],{},"如果找到了",[825,1276,1277],{},"可能你就至少在一段时间里",[825,1279,1280],{},"你可以很成功的",[822,1282,1283,1285],{},[825,1284,841],{},"：有一种感冒药，白加黑，我觉得那个想法就特别特别好。感冒药本身有一种成份，可能吃了以后会犯困，它就把那个犯困的成份保留了做成黑颜色，然后白天的那个可能还是原来的配方，稍微做了一些改进，那个市场，几乎它成了独占性的市场。",[822,1287,1288,1290],{},[825,1289,944],{},"：这个建议确实是非常好，对我们非常有帮助。 就是怎么样跟别人造成一个这种区别，一个差别。",[822,1292,1293,1295,1296,1298],{},[825,1294,835],{},"：",[928,1297,146],{"href":1224},"竞争。",[822,1300,1301,1303,1304,1306,1307,1309],{},[825,1302,944],{},"：这种",[928,1305,146],{"href":1224},"我们就强调，确实是对于消费者有一个好处。这样子，就让澳视的一个",[928,1308,141],{"href":930},"容易为大家所记住。",[822,1311,1312,1314,1315,1317,1318,1320],{},[825,1313,827],{},"：其实如果从你们的产品最初出现的时候，最大的",[928,1316,146],{"href":1224},"是投影机具有电视机的功能。所以这个",[928,1319,146],{"href":1224},"，能不能够很好地吸引消费者，其实也是一个很重要的因素。",[822,1322,1323,1325],{},[825,1324,835],{},"：超静投影机，家庭很多人就会买。如果你比较起来，真的比它那个强的话，那我觉得这个可能就是一个很独特的卖点。",[822,1327,1328],{},[825,1329,1330],{},"建议二：政府采购",[822,1332,1333,1335],{},[825,1334,841],{},"：有一个机会可以利用，就是现在，很多地方，都在进行政府采购，而这个商用市场，本身就是他的用户，就是集团购买的这种成份会比较高，比如说你的产品商用市场实际上指的是学校、企业，企业可能还不算，学校肯定是政府采购的一个环节里面。",[822,1337,1338,1340],{},[825,1339,944],{},"：有一部分是政府采购的。",[822,1342,1343,1345],{},[825,1344,841],{},"：其实这样的例子也有，像今年的那个金山，做软件的那个（公司），WPS中标了很多的城市。",[822,1347,1348,1350,1351,1353],{},[825,1349,944],{},"：政府采购一般都是发标书，一般会有20个",[928,1352,141],{"href":930},"左右来竞争，这个时候，相互都采取这种办法，所以最后价格会打得很低。",[822,1355,1356,1358],{},[825,1357,841],{},"：政府采购这一块的价格，和你平时销售的它有多大的差距？",[822,1360,1361,1363],{},[825,1362,944],{},"：平均来讲大概在10％左右。",[822,1365,1366,1368,1369,866,1372,866,1375,866,1378,866,1381,866,1384,866,1387],{},[825,1367,835],{},"：我是反对你专门去为政府采购做太多的工作，",[825,1370,1371],{},"任何销售本来要有一个原则的",[825,1373,1374],{},"比方说我卖一个东西",[825,1376,1377],{},"我本来就是有一个正常合理的利润",[825,1379,1380],{},"如果你低过了合理的利润",[825,1382,1383],{},"那就叫不合理的利润",[825,1385,1386],{},"不合理的利润",[825,1388,1389],{},"你为什么可以卖？",[822,1391,1392,1394,1395,1398],{},[825,1393,944],{},"：在投影机行业，打价格战是经常的事情，像国外的SONY、EPSON和",[825,1396,1397],{},"松下","，他们也经常是在投标的时候，突然拿出一个价格，比平常低很多的一个价格。我们经常面临这样一个情况，所以有的时候我们也不得不想办法在价格上和他们竞争。",[822,1400,1401,1403,1404,866,1407,866,1410,866,1413,866,1416],{},[825,1402,835],{},"：如果你在政府采购卖低10％，",[825,1405,1406],{},"那有个客户要求你低10％",[825,1408,1409],{},"你干不干？你如果不干的话",[825,1411,1412],{},"那个客户就说",[825,1414,1415],{},"那我现在以政府采购的形式向你采购",[825,1417,1418],{},"你给不给我？",[822,1420,1421,1423],{},[825,1422,944],{},"：因为政府采购的量比较大，比如说要50台或者是100台，但是平常一个经销商，可能他就先要10台，最后一个客户买的时候，可能就一台或者是两台，所以它价格会有这样一个差别。",[822,1425,1426,1428,1429,866,1432,866,1435,866,1438,866,1441,873,1444,866,1447,866,1450,866,1453,866,1456,873],{},[825,1427,835],{},"：我多年的经验就是，",[825,1430,1431],{},"不管是政府采购也好",[825,1433,1434],{},"是经销商的采购也好",[825,1436,1437],{},"一般来讲",[825,1439,1440],{},"都是一个价格",[825,1442,1443],{},"而且价格的规矩都是比较透明的",[825,1445,1446],{},"这种情况下我省很多心思",[825,1448,1449],{},"不是说每个客户都要想着来跟你拿一个价格",[825,1451,1452],{},"他每个人都很清楚",[825,1454,1455],{},"拿着一张纸就知道",[825,1457,1458],{},"我这种情况下就是什么样的价格",[822,1460,1461,1463],{},[825,1462,827],{},"：接受段先生这个建议吗？",[822,1465,1466,1468],{},[825,1467,944],{},"：我觉得这个建议我要回去评估一下，我们首先要对公司的长远的价值的评估，二个就是短期（价值评估），我可能为了短期的销售额，做一个低价，但是长期来讲，可能会损害什么东西。刚才段总提到，可能会影响你的销售人员的团结，全国的经销商对你的这个信用这样一个看法。",[822,1470,1471],{},[825,1472,1473],{},"建议三：定向宣传",[822,1475,1476,1478],{},[825,1477,827],{},"：其它方面两位还能提供什么样的建议？",[822,1480,1481,1483,1484,866,1487,866,1490,866,1493,866,1496,873,1499,866,1502,866,1505,866,1508,873,1511,866,1514,1517,1518,873,1521,873,1524,866,1527,866,1530,866,1533,866,1536,866,1539,866,1542,866,1548,873],{},[825,1482,835],{},"：如果你自信你的性价比确实比较高的话，",[825,1485,1486],{},"你要让你的消费者知道",[825,1488,1489],{},"你的服务好",[825,1491,1492],{},"你的产品其实差不多",[825,1494,1495],{},"但是价格可以便宜20%",[825,1497,1498],{},"比方说这样一个概念",[825,1500,1501],{},"那么有多少消费者知道呢",[825,1503,1504],{},"当他们想买投影机的时候",[825,1506,1507],{},"是不是首先想到你呢",[825,1509,1510],{},"你可能就要做一些比方说宣传",[825,1512,1513],{},"这种宣传",[825,1515,1516],{},"当然我觉得你不大可能像家用产品那样大规模做电视","、",[825,1519,1520],{},"做报纸（宣传）",[825,1522,1523],{},"我估计你可能一年营业额全部花掉都不够",[825,1525,1526],{},"你可能要找一些",[825,1528,1529],{},"你要设定好你的消费群",[825,1531,1532],{},"你比方说他可能是企业",[825,1534,1535],{},"可能是学校",[825,1537,1538],{},"那你可以做一些点对点的宣传",[825,1540,1541],{},"或者你做一些专业杂志",[825,1543,1544,1545],{},"直接面对你的消费群的一些专业宣传",[928,1546,161],{"href":1547},"\u002Fqudao",[825,1549,1550],{},"相对来讲成本可能偏低",[822,1552,1553,1555],{},[825,1554,827],{},"：段先生是在用一种面向家用产品的营销方式来营销这种专业产品。",[822,1557,1558,1560,1561,873,1564,873,1567,866,1570,866,1573,866,1576,866,1579,873],{},[825,1559,835],{},"：任何产品其实都是一样，",[825,1562,1563],{},"就是你要找到你的消费者",[825,1565,1566],{},"找这个东西其实有时候挺难的",[825,1568,1569],{},"你找偏了",[825,1571,1572],{},"等于说",[825,1574,1575],{},"你去打猎",[825,1577,1578],{},"目标定在那里",[825,1580,1581],{},"你朝旁边打了一枪等于是白打",[822,1583,1584,1586],{},[825,1585,944],{},"：对，其实我们去年也遇到过这样的问题，我们去年花了100多万。在一些比较大众的媒体上去做，后来表明效果不是特别好，所以今年我们收到一些专业的一些刊物上做，还有就是展会，比如行业的展会，比如教育行业。所有行业每年大概有四次展会，就是普通教育的、中学小学的，还有高等教育的、大学的，它分春季和秋季，我们发现这种展会效果比较好。",[822,1588,1589,1591,1592,873,1595,866,1598,866,1601,873],{},[825,1590,835],{},"：专业媒体你在做的时候，",[825,1593,1594],{},"可能就要比较仔细地去区别",[825,1596,1597],{},"当然有些东西你是要花了钱以后",[825,1599,1600],{},"你才知道",[825,1602,1603],{},"所以过程当中会付出一些代价",[822,1605,1606,1608],{},[825,1607,827],{},"：段先生也承认这样做是有一些冒险的。",[822,1610,1611,1613],{},[825,1612,841],{},"：这个冒险，相对来说，这个风险并不是特别大。段先生刚才强调他是要找对了那个人群以后才去做这种冒险。",[822,1615,1616,1618,1619,845,1622,866,1625,866,1628,866,1631,873,1634,866,1637,866,1640,873,1643,866,1646,1517,1649,866,1652,866,1655,873,1658,873],{},[825,1617,835],{},"：你可以采取一种循序渐进的办法，",[825,1620,1621],{},"我记得我最早期我做",[825,1623,1624],{},"的时候就是这样",[825,1626,1627],{},"开始拿出利润的一部分",[825,1629,1630],{},"先拿个几十万",[825,1632,1633],{},"发现这个效果还不错",[825,1635,1636],{},"然后再增加",[825,1638,1639],{},"再增加",[825,1641,1642],{},"一直增加到一个合适的规模",[825,1644,1645],{},"一个月拿几十万你肯定拿得起",[825,1647,1648],{},"让你一个月拿500万",[825,1650,1651],{},"1000万",[825,1653,1654],{},"然后连续拿半年",[825,1656,1657],{},"你肯定够呛",[825,1659,1660],{},"我觉得投广告的过程就是你在不停地犯错误的过程",[822,1662,1663,1665],{},[825,1664,827],{},"：好枪法是练出来的。",[822,1667,1668,1670,1671,866,1674,873],{},[825,1669,835],{},"：对。",[825,1672,1673],{},"所以你永远把它控制在你犯得起的错误的范围之内",[825,1675,1676],{},"不要一个错误就把你砸趴下了",[822,1678,1679],{},[825,1680,1681],{},"建议四：增加产品功能",[822,1683,1684,1686],{},[825,1685,841],{},"：还可以在产品使用的方便程度上做一些改进，现在我觉得也越来越多的这种商务活动，一般的是一个笔记本电脑，配上有一个要做展示什么的，但是你可能说我要出差去另外一个城市，当地我又没有什么分公司，也没有什么认识的人，但是我又要做，我去租一个，还是说，如果做得特别轻巧特别轻便的话，是不是可以做，连在一起是不是跟笔记本电脑连在一起的一个产品，有没有这种可能性。",[822,1688,1689,1691],{},[825,1690,944],{},"：做一个相当于一个微型的电脑，但是它没有显示器和键盘，就跟那个投影机配在一起，因为有一些比如说推销员啊，或者有些人要出去讲课啊，那么他带上这个投影机以后，再配上比如说把他所有的POWERPOINT文件，拷到这个存储器里面可能还有操作系统，通过USB接口，接到投影机上面，就可以直接播放。",[822,1693,1694,1295],{},[825,1695,1696],{},"网上互动部分",[822,1698,1699,1701],{},[825,1700,827],{},"：其实徐先生，刚才两位给您提了很多建议，我们在网上也征集了一些网友的建议，有一些很有意思，我们可以来听一听。你比如说，有的网友提出来说，认为您可以和这个房地产商合作，在一些新的样板间里安装上你们的投影机，然后让消费者对投影机有一个感性的认识，同时呢它安装投影机的时候，你还要像布线什么的，在样板间里都给它安排好，让消费者也有一个适应的过程。他就知道，在我装修房子的时候，我就要考虑，把这个投影机装进去。这个建议您觉得怎么样？",[822,1703,1704,1706],{},[825,1705,944],{},"：我觉得这个建议非常好。因为我们也面临一个问题，怎么样让消费者了解这个产品。所以如果跟房地产公司一起做一个样板间，因为很多人在挑选房子的时候，他都会看样板间。我觉得这个建议，应该是一个非常不错的建议。",[822,1708,1709,1711,1712,866,1715,873,1718,866,1721,866,1724,866,1727,866,1730,866,1733,873,1736,866,1739,866,1742,866,1745,866,1748,866,1751,873],{},[825,1710,835],{},"：它不能解决所有的问题，",[825,1713,1714],{},"但是我觉得他这样做",[825,1716,1717],{},"最起码是表示他在往家用里头做了",[825,1719,1720],{},"而且你是把房地产商作为你的消费者",[825,1722,1723],{},"你向他去推荐",[825,1725,1726],{},"有了一台投影机",[825,1728,1729],{},"你这个房子的档次就更上了一层了",[825,1731,1732],{},"他觉得是一个卖点的话",[825,1734,1735],{},"他就有可能愿意介入进来",[825,1737,1738],{},"因为作为一个卖两三百万的房子",[825,1740,1741],{},"增加一万多块钱",[825,1743,1744],{},"是会增加一些价值",[825,1746,1747],{},"但是从价格的角度来讲",[825,1749,1750],{},"它成本并不会提高很多",[825,1752,1753],{},"所以我觉得这也是一个挺好的建议",[822,1755,1756,1758],{},[825,1757,827],{},"：还有一些网友提的一些方案，可能跟我们的功能有关，有人提到，通过增加蓝牙技术可以解决无线传输的问题，我们刚才提到布线是比较麻烦的事，包括增加红外线技术，你可以和DVD这样一些产品，包括宽带网络，进行一种无线连接。这是不是也能很好地解决你的布线这个问题。",[822,1760,1761,1763],{},[825,1762,944],{},"：对，蓝牙技术是一个非常好的技术，实际上我们现在也在向这个方面努力，但是还是有一条线必须要连，就是电源线，因为它不能用蓝牙技术来解决，比如电视信号线还有DVD的信号线，可以通过蓝牙技术，比较好的蓝牙技术来解决这个问题。所以这是一个解决的一个办法。",[822,1765,1766,1768,1769,873],{},[825,1767,835],{},"：是一个好办法，",[825,1770,1771],{},"但是关键你还要考虑到它的成本",[822,1773,1774,1776],{},[825,1775,827],{},"：它的成本会增加吗？",[822,1778,1779,1781],{},[825,1780,944],{},"：当然会增加了，蓝牙技术如果加进去的话，因为它有一个接收装置，那么可能会增加成本。 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