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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":53,"body":818,"category":15,"chapterOrder":9,"date":9,"description":55,"editor":1160,"extension":1161,"meta":1162,"navigation":1163,"order":56,"path":1164,"publishedAt":9,"seo":1165,"seoDescription":55,"seoTitle":1166,"slug":54,"source":9,"sourceAuthor":9,"sourceDate":9,"sourceNote":1167,"sourceStatus":1168,"sourceUrl":9,"sources":1169,"stem":1179,"summary":55,"tags":9,"type":9,"updatedAt":1180,"volume":9,"volumeOrder":9,"__hash__":1181,"_collection":1182},"dao\u002Fdao\u002Fconcepts\u002Fxiaofeizhedaoxiang.md",{"type":819,"value":820,"toc":1141},"minimark",[821,834,838,852,858,869,877,880,885,888,893,897,902,907,911,919,923,928,931,952,962,968,980,994,997,1002,1014,1019,1024,1029,1034,1037,1042,1047,1050,1054,1061,1065,1071,1075,1078,1082,1085,1088,1092,1097,1103,1107,1112,1117,1126,1131,1136],[822,823,824,825,829,830,833],"p",{},"消费者导向也被称为\"",[826,827,828],"strong",{},"用户导向","\"，两者在",[826,831,832],{},"段永平","的表述中含义相同。段永平有时用\"消费者导向\"，有时用\"用户导向\"，但他特别区分了\"消费者导向\"与\"客户导向\"的不同。",[835,836,837],"h2",{"id":837},"定义与起源",[822,839,840,841,844,845,848,849,851],{},"消费者导向是",[826,842,843],{},"步步高","系企业核心价值观之一，最早可追溯到段永平1990年代经营",[826,846,847],{},"小霸王","和",[826,850,843],{},"的实践。2003年北大总裁班演讲是较早的公开阐述：",[853,854,855],"blockquote",{},[822,856,857],{},"我认为对于企业来说，最重要就是消费者导向。\n——2003年 北大总裁班演讲",[822,859,860,861,863,864,868],{},"在",[826,862,843],{},"的核心价值观体系中，消费者导向与",[865,866,12],"a",{"href":867},"\u002Fbenfen","、诚信、团队、品质等并列：",[853,870,871],{},[822,872,873,874,876],{},"核心价值观：",[865,875,12],{"href":867},"、诚信、团队、品质、消费者导向。\n——步步高企业文化",[835,878,879],{"id":879},"核心要义",[881,882,884],"h3",{"id":883},"_1-消费者导向-vs-客户导向","1. 消费者导向 vs 客户导向",[822,886,887],{},"段永平明确区分消费者导向和客户导向，认为两者有本质差别：",[853,889,890],{},[822,891,892],{},"我们比较用户导向，我这个用户是消费者导向，不是客户导向。客户导向会有点复杂，但是消费者导向就很简单，你的最终用户到底要的是什么，我们能够提供什么。\n——2025年 与王石对谈",[881,894,896],{"id":895},"_2-消费者导向-vs-市场导向","2. 消费者导向 vs 市场导向",[853,898,899],{},[822,900,901],{},"从字面上理解，\"消费者导向\"指的是企业在做产品决策的时候是基于考虑产品最后的消费者的体验的。\"市场导向\"看上去是基于现在是否好卖的。\n——投资问答录",[853,903,904],{},[822,905,906],{},"很多时候这两者区别不是那么明显，因为好卖的东西往往就是消费者喜欢的。但消费者往往只是根据现有的产品来决定自己的喜好，所以经常会显得短视，如果企业总是\"市场导向\"的话，则陷于短视状况的概率就会相对大些。而总是注重消费者体验的公司则往往会眼光放得长远些，出\"伟大产品\"的概率就会大很多。\n——投资问答录",[881,908,910],{"id":909},"_3-消费者导向是骨子里的东西","3. 消费者导向是骨子里的东西",[853,912,913],{},[822,914,915,916,918],{},"消费者导向和",[865,917,12],{"href":867},"一样，必须是骨子里的东西，后天假装会是做不到的。\n——2024-10-09",[881,920,922],{"id":921},"_4-消费者导向放之四海而皆准","4. 消费者导向放之四海而皆准",[853,924,925],{},[822,926,927],{},"消费者导向放之四海而皆准。\n——2019-06-10",[835,929,930],{"id":930},"实战案例",[822,932,933,936,937,940,941,943,944,947,948,951],{},[826,934,935],{},"苹果是消费者导向的典范","：段永平反复以",[826,938,939],{},"苹果","为例说明消费者导向。他说：\"",[826,942,939],{},"的产品确实把",[865,945,156],{"href":946},"\u002Fyonghutiyan","或消费者导向做到极致了，对手在相当长的时间里难以超越甚至接近。\"他还评价",[826,949,950],{},"乔布斯","是\"绝顶聪明的消费者导向大师和市场营销大师\"（2010-05-25）。",[822,953,954,957,958,961],{},[826,955,956],{},"摩托罗拉的反面教训","：段永平用自己使用摩托罗拉手机的经历来说明非消费者导向的后果：\"我最早用的就是摩托罗拉手机，当时特别希望手机上能有个时钟，结果等了好几年都没见加上来，后来就换",[826,959,960],{},"诺基亚","了。我觉得是文化的问题，他们过去不是消费者导向的公司。\"（2010-04-05）",[822,963,964,967],{},[826,965,966],{},"柯达的利润导向陷阱","：段永平评论柯达放弃数码相机业务：\"'关键的动机并不是让大家更好地拍照，而是为了卖他们的胶卷。'利润导向和消费者导向的差别长期而言就是生与死的差别。\"（2012-04-28）",[822,969,970,973,974,976,977,979],{},[826,971,972],{},"步步高无绳电话十年品质","：一位网友分享\"",[826,975,843],{},"无绳电话10年以上，",[826,978,843],{},"DVD12年以上\"仍在使用，评论这就是\"骨子里的消费者导向\"。",[822,981,982,984,985,987,988,990,991,993],{},[826,983,960],{}," vs ",[826,986,939],{},"的品种数量**：段永平用一个精辟的对比说明消费者导向的层次差异：\"",[826,989,960],{},"需要用很多品种才能做到消费者导向，而",[826,992,939],{},"用一个品种就做到了，这里面功夫差很多啊。\"（2011-02-08）",[835,995,996],{"id":996},"常见误解",[822,998,999],{},[826,1000,1001],{},"误解一：\"消费者导向就是消费者说什么做什么\"",[822,1003,1004,1005,1007,1008,1010,1011,1013],{},"段永平以",[826,1006,939],{},"迟迟不出大屏手机为例说明，消费者导向不等于盲从消费者。但他也批评",[826,1009,939],{},"在大屏问题上走偏了：\"消费者需要大屏，但",[826,1012,939],{},"Think different，结果晚了3年多。\"（2020-11-26）",[822,1015,1016],{},[826,1017,1018],{},"误解二：\"消费者导向需要看书学习\"",[853,1020,1021],{},[822,1022,1023],{},"这东西还需要看书？最通俗的说法就是自己不喜欢的东西别拿出来卖。如果你觉得这句话对，你根本不需要看书，如果你觉得不对的话，其实看啥书都没用。\n——投资问答录",[822,1025,1026],{},[826,1027,1028],{},"误解三：\"消费者导向和追求行业第一是一回事\"",[853,1030,1031],{},[822,1032,1033],{},"好像区别还挺大的，一个是因，一个是果。\n——投资问答录",[822,1035,1036],{},"段永平认为做行业第一是结果，消费者导向才是原因。消费者不关心你是不是行业第一，他们关心的是你的产品好不好。",[822,1038,1039],{},[826,1040,1041],{},"误解四：\"技术导向就是消费者导向\"",[853,1043,1044],{},[822,1045,1046],{},"产品的设计当然是消费者导向，技术是隐藏在产品里的，是为产品服务的。没有很强的技术是无法实现消费者导向的。\n——2010-04-23",[835,1048,1049],{"id":1049},"思想演变",[881,1051,1053],{"id":1052},"_1990年代朴素的经营直觉","1990年代：朴素的经营直觉",[822,1055,860,1056,848,1058,1060],{},[826,1057,847],{},[826,1059,843],{},"的经营中，消费者导向作为朴素的产品开发理念存在。段永平回忆说，消费者导向这个想法\"很自然的\"——\"设计产品不是简单希望用户买，而是要想到人家买回去干什么\"。",[881,1062,1064],{"id":1063},"_2000年代企业核心价值观","2000年代：企业核心价值观",[822,1066,1067,1068,1070],{},"2003年北大演讲中，消费者导向被明确为企业最重要的经营理念。2009年浙大MBA分享中，消费者导向被纳入",[826,1069,843],{},"核心价值观体系。",[881,1072,1074],{"id":1073},"_2010年代与投资分析深度结合","2010年代：与投资分析深度结合",[822,1076,1077],{},"段永平将消费者导向作为判断公司好坏的核心标准。\"只有极少数的企业是真的在骨子里具有消费者导向同时又具备实现消费者导向的能力的，这些公司最后往往会被人们称为伟大的公司。\"同时提出了\"利润之上的追求\"与消费者导向的关系：\"没有利润之上的追求的公司不大会真的有消费者导向的文化。\"",[881,1079,1081],{"id":1080},"_2020年代定义更加精确","2020年代：定义更加精确",[822,1083,1084],{},"2025年与王石对谈中，段永平给出了消费者导向最精确的区分——不是客户导向，而是最终用户导向。同时强调消费者导向\"必须是骨子里的东西，后天假装会是做不到的\"（2024-10-09）。",[835,1086,1087],{"id":1087},"原话引用",[853,1089,1090],{},[822,1091,857],{},[853,1093,1094],{},[822,1095,1096],{},"我们比较用户导向，我这个用户是消费者导向，不是客户导向。客户导向会有点复杂，但是消费者导向就很简单，你的最终用户到底要的是什么，我们能够提供什么，文化其实贯穿的就是这些。\n——2025年 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