[{"data":1,"prerenderedAt":798},["ShallowReactive",2],{"layout-dao":3,"dao-pinpai":492},[4,10,14,18,22,26,30,34,38,42,47,52,55,59,62,66,69,73,76,80,83,87,91,95,99,103,108,112,116,120,124,128,132,136,140,144,149,153,157,161,165,169,173,177,182,187,191,195,199,203,207,211,215,219,223,227,231,235,239,243,247,251,255,259,263,267,271,275,279,283,287,291,295,300,304,308,312,316,320,324,328,332,336,340,344,348,352,356,360,364,368,372,376,380,385,390,395,399,403,407,411,415,419,423,427,431,435,439,443,447,451,455,459,463,467,471,475,479,484,488],{"title":5,"slug":6,"category":7,"order":8,"type":9},"本分","benfen","核心哲学",1,null,{"title":11,"slug":12,"category":7,"order":13,"type":9},"平常心","pingchangxin",2,{"title":15,"slug":16,"category":7,"order":17,"type":9},"做对的事情","zuoduideshiqing",3,{"title":19,"slug":20,"category":7,"order":21,"type":9},"把事情做对","bashiqingzuodui",4,{"title":23,"slug":24,"category":7,"order":25,"type":9},"能力圈","nengliquan",5,{"title":27,"slug":28,"category":7,"order":29,"type":9},"不做什么","buzuoshenme",6,{"title":31,"slug":32,"category":7,"order":33,"type":9},"不做清单与警惕清单","buzuo-yu-jingti",6.5,{"title":35,"slug":36,"category":7,"order":37,"type":9},"敢为天下后","ganweitianxiahou",7,{"title":39,"slug":40,"category":7,"order":41,"type":9},"消费者导向","xiaofeizhedaoxiang",8,{"title":43,"slug":44,"category":45,"order":46,"type":9},"价值投资","jiazhitouzi","投资理念",9,{"title":48,"slug":49,"category":50,"order":51,"type":9},"负债","fuzhai","财务指标",10,{"title":53,"slug":54,"category":45,"order":51,"type":9},"商业模式","shangyemoshi",{"title":56,"slug":57,"category":45,"order":58,"type":9},"护城河","huchenghe",11,{"title":60,"slug":61,"category":50,"order":58,"type":9},"净现金","jingxianjin",{"title":63,"slug":64,"category":50,"order":65,"type":9},"开销合理性","kaixiaohelixing",12,{"title":67,"slug":68,"category":50,"order":65,"type":9},"现金流","xianjinliu",{"title":70,"slug":71,"category":50,"order":72,"type":9},"真实利润","zhenshilirun",13,{"title":74,"slug":75,"category":45,"order":72,"type":9},"折现","zhexian",{"title":77,"slug":78,"category":45,"order":79,"type":9},"安全边际","anquanbianji",14,{"title":81,"slug":82,"category":50,"order":79,"type":9},"扣除商誉的净资产","jingzichan",{"title":84,"slug":85,"category":45,"order":86,"type":9},"基本面","jibenmian",15,{"title":88,"slug":89,"category":45,"order":90,"type":9},"机会成本","jihuichengben",16,{"title":92,"slug":93,"category":45,"order":94,"type":9},"长期持有","zhangqichiyou",17,{"title":96,"slug":97,"category":45,"order":98,"type":9},"投机","touji",18,{"title":100,"slug":101,"category":45,"order":102,"type":9},"止损","zhisun",19,{"title":104,"slug":105,"category":106,"order":107,"type":9},"企业文化","qiyewenhua","企业经营",20,{"title":109,"slug":110,"category":106,"order":111,"type":9},"品牌","pinpai",21,{"title":113,"slug":114,"category":106,"order":115,"type":9},"差异化","chayihua",22,{"title":117,"slug":118,"category":106,"order":119,"type":9},"用户体验","yonghutiyan",23,{"title":121,"slug":122,"category":106,"order":123,"type":9},"渠道","qudao",24,{"title":125,"slug":126,"category":106,"order":127,"type":9},"平台","pingtai",25,{"title":129,"slug":130,"category":106,"order":131,"type":9},"生态系统","shengtaixitong",26,{"title":133,"slug":134,"category":106,"order":135,"type":9},"单一产品","danyichanpin",27,{"title":137,"slug":138,"category":106,"order":139,"type":9},"造钟人","zaozhongren",28,{"title":141,"slug":142,"category":106,"order":143,"type":9},"利润之上的追求","lirunzhishangdezhuiqiu",29,{"title":145,"slug":146,"category":147,"order":148,"type":9},"进取心","jinquxin","品格与心性",30,{"title":150,"slug":151,"category":147,"order":152,"type":9},"耐心","naixin",31,{"title":154,"slug":155,"category":147,"order":156,"type":9},"责任心","zerenxin",32,{"title":158,"slug":159,"category":147,"order":160,"type":9},"爱心","aixin",33,{"title":162,"slug":163,"category":147,"order":164,"type":9},"信誉","xinyu",34,{"title":166,"slug":167,"category":147,"order":168,"type":9},"正直","zhengzhi",35,{"title":170,"slug":171,"category":147,"order":172,"type":9},"理性","lixing",36,{"title":174,"slug":175,"category":147,"order":176,"type":9},"长期主义","zhangqizhuyi",37,{"title":178,"slug":179,"category":180,"order":181,"type":9},"段永平推荐书单","tuijianshudan","推荐书单",50,{"title":183,"slug":184,"category":185,"order":186,"type":9},"1999年 《都市快报》采访手记","duanyongping-1999nian-doushikuaibao-caifangshouji","访谈实录",100,{"title":188,"slug":189,"category":185,"order":190,"type":9},"1999年 步步高讲话","duanyongping-1999nian-bubugaojianghua",101,{"title":192,"slug":193,"category":185,"order":194,"type":9},"1999年做客人民大学精彩问答实录","duanyongping-1999nianzuokerenmindaxuejingcaiwendashilu",102,{"title":196,"slug":197,"category":185,"order":198,"type":9},"2000年 《销售与市场》杂志专访","duanyongping-2000nian-xiaoshouyushichang-zazhizhuanfang",103,{"title":200,"slug":201,"category":185,"order":202,"type":9},"2000年在央视“品牌与传播国际论坛”上的演讲","duanyongping-2000nianzaiyangshi-pinpaiyuchuanboguojiluntan-shangdeyanjiang",104,{"title":204,"slug":205,"category":185,"order":206,"type":9},"2000追逐世界的节奏 —— 《经营者》杂志2000年，步步高总经理访谈记录","duanyongping-2000zhuizhushijiedejiezou-jingyingzhe-zazhi2000nian-bubugaozongjing",105,{"title":208,"slug":209,"category":185,"order":210,"type":9},"2001《经营天下：高峰论坛 之 段永平》—— 2001年末中国20位行业巨头面对面访谈录","duanyongping-2001-jingyingtianxia-gaofengluntan-zhi-duanyongping-2001nianmozhong",106,{"title":212,"slug":213,"category":185,"order":214,"type":9},"2001年 我为什么要去读书？ —— 《读者》2001年11月刊","duanyongping-2001nian-woweishenmeyaoqudushu-duzhe-2001nian11yuekan",107,{"title":216,"slug":217,"category":185,"order":218,"type":9},"2001年《世界经理人文摘》专访","duanyongping-2001nian-shijiejinglirenwenzhai-zhuanfang",108,{"title":220,"slug":221,"category":185,"order":222,"type":9},"2002年 CCTV2经济频道《卖点》栏目采访：投影机能否走进家庭？","duanyongping-2002nian-cctv2jingjipindao-maidian-lanmucaifang-touyingjinengfouzou",109,{"title":224,"slug":225,"category":185,"order":226,"type":9},"2003年北京大学总裁班演讲座谈会全程实录","duanyongping-2003nianbeijingdaxuezongcaibanyanjiangzuotanhuiquanchengshilu",110,{"title":228,"slug":229,"category":185,"order":230,"type":9},"2004财富人生—段永平 2004 采访","duanyongping-2004caifurensheng-duanyongping-2004-caifang",111,{"title":232,"slug":233,"category":185,"order":234,"type":9},"2005年步步高十周年“记”念晚会：段永平发言","duanyongping-2005nianbubugaoshizhounian-ji-nianwanhui-duanyongpingfayan",112,{"title":236,"slug":237,"category":185,"order":238,"type":9},"2006年 深度对话网易证券全程实录","duanyongping-2006nian-shenduduihuawangyizhengquanquanchengshilu",113,{"title":240,"slug":241,"category":185,"order":242,"type":9},"2006年做客新浪财经频道聊天全实录","duanyongping-2006nianzuokexinlangcaijingpindaoliaotianquanshilu",114,{"title":244,"slug":245,"category":185,"order":246,"type":9},"2006年浙大“实话实说”","duanyongping-2006nianzheda-shihuashishuo",115,{"title":248,"slug":249,"category":185,"order":250,"type":9},"2007年与巴菲特共进午餐后网易专访","duanyongping-2007nianyubafeitegongjinwucanhouwangyizhuanfang",116,{"title":252,"slug":253,"category":185,"order":254,"type":9},"2007年波士堂访谈","duanyongping-2007nianboshitangfangtan",117,{"title":256,"slug":257,"category":185,"order":258,"type":9},"2009年 深度专访： 探讨公益人生，分享成功体会","duanyongping-2009nian-shenduzhuanfang-tantaogongyirensheng-fenxiangchenggongtihu",118,{"title":260,"slug":261,"category":185,"order":262,"type":9},"2009年《21世纪经济报道》独家专访：我不认为巴菲特是股神（2009年）","duanyongping-2009nian-21shijijingjibaodao-dujiazhuanfang-woburenweibafeiteshigus",119,{"title":264,"slug":265,"category":185,"order":266,"type":9},"2009浙大MBA分享：企业追求的是稳健的发展，基本功最重要","duanyongping-2009zhedambafenxiang-qiyezhuiqiudeshiwenjiandefazhan-jibengongzuizh",120,{"title":268,"slug":269,"category":185,"order":270,"type":9},"2010年 步步高董事长段永平和人大校长纪宝成记者会实录","duanyongping-2010nian-bubugaodongshizhangduanyongpingherendaxiaozhangjibaochengj",121,{"title":272,"slug":273,"category":185,"order":274,"type":9},"2011年买入苹果思考","duanyongping-2011nianmairupingguosikao",122,{"title":276,"slug":277,"category":185,"order":278,"type":9},"2013年浙大演讲","duanyongping-2013nianzhedayanjiang",123,{"title":280,"slug":281,"category":185,"order":282,"type":9},"2016年浙大60周年专访","duanyongping-2016nianzheda60zhounianzhuanfang",124,{"title":284,"slug":285,"category":185,"order":286,"type":9},"2025年浙江大学演讲及问答完整版","duanyongping-2025nianzhejiangdaxueyanjiangjiwendawanzhengban",125,{"title":288,"slug":289,"category":185,"order":290,"type":9},"2025年谈躺平与内卷、与王石交流子女教育","duanyongping-2025niantantangpingyuneijuan-yuwangshijiaoliuzinvjiaoyu",126,{"title":292,"slug":293,"category":185,"order":294,"type":9},"2025年： 方三文对话段永平：做自己能够喜欢的事情很重要","duanyongping-2025nian-fangsanwenduihuaduanyongping-zuozijinenggouxihuandeshiqing",127,{"title":296,"slug":297,"category":298,"order":299,"type":9},"问答录：第一章 投资大道","dadaotouziwendalu-diyizhangtouzidadao","投资问答录",200,{"title":301,"slug":302,"category":298,"order":303,"type":9},"问答录：第二章 商业模式和企业文化","dadaotouziwendalu-dierzhangshangyemoshiheqiyewenhua",201,{"title":305,"slug":306,"category":298,"order":307,"type":9},"问答录：第三章 公司点评","dadaotouziwendalu-disanzhanggongsidianping",202,{"title":309,"slug":310,"category":298,"order":311,"type":9},"问答录：第四章 人生箴言","dadaotouziwendalu-disizhangrenshengzhenyan",203,{"title":313,"slug":314,"category":298,"order":315,"type":9},"问答录：第五章 演讲与访谈","dadaotouziwendalu-diwuzhangyanjiangyufangtan",204,{"title":317,"slug":318,"category":298,"order":319,"type":9},"问答录：第六章 更新","dadaotouziwendalu-diliuzhangduzhegengxin",205,{"title":321,"slug":322,"category":298,"order":323,"type":9},"商业逻辑篇：第1节：伟大企业","duanyongping-shangyeluoji-di1jie-weidaqiye",401,{"title":325,"slug":326,"category":298,"order":327,"type":9},"商业逻辑篇：第2节：商业模式","duanyongping-shangyeluoji-di2jie-shangyemoshi",402,{"title":329,"slug":330,"category":298,"order":331,"type":9},"商业逻辑篇：第3节：企业文化","duanyongping-shangyeluoji-di3jie-qiyewenhua",403,{"title":333,"slug":334,"category":298,"order":335,"type":9},"商业逻辑篇：第4节：产品、差异化与创新","duanyongping-shangyeluoji-di4jie-chanpin-chayihua-yu-chuangxin",404,{"title":337,"slug":338,"category":298,"order":339,"type":9},"商业逻辑篇：第5节：品牌、营销与广告","duanyongping-shangyeluoji-di5jie-pinpai-yingxiao-yu-guanggao",405,{"title":341,"slug":342,"category":298,"order":343,"type":9},"商业逻辑篇：第6节：收购和多元化","duanyongping-shangyeluoji-di6jie-shougouheduoyuanhua",406,{"title":345,"slug":346,"category":298,"order":347,"type":9},"商业逻辑篇：第7节：Stop doing list（不为清单）","duanyongping-shangyeluoji-di7jie-stop-doing-list-buweiqingdan",407,{"title":349,"slug":350,"category":298,"order":351,"type":9},"投资问答录商业逻辑篇：前言：买股票就是买公司","duanyongping-shangyeluoji-qianyan-maiqushoujiiumaishangsi",408,{"title":353,"slug":354,"category":298,"order":355,"type":9},"投资逻辑篇：第1章：投资理念","duanyongping-touziluoji-di1zhang-touzilinian",410,{"title":357,"slug":358,"category":298,"order":359,"type":9},"投资逻辑篇：第2章：投资理解","duanyongping-touziluoji-di2jie-touzilijie",411,{"title":361,"slug":362,"category":298,"order":363,"type":9},"投资问答录：第3章 golf和投资","duanyongping-touziluoji-di3zhang-golfhetouzi",412,{"title":365,"slug":366,"category":298,"order":367,"type":9},"投资逻辑篇：第4章 财务理解","duanyongping-touziwendalu-touziluoji-di4zhang-caiwulijie",413,{"title":369,"slug":370,"category":298,"order":371,"type":9},"投资逻辑篇：第5章：估值逻辑","duanyongping-touziluoji-di5zhang-guzhiluoji",414,{"title":373,"slug":374,"category":298,"order":375,"type":9},"投资逻辑篇：第6章 投资方法论","duanyongping-touziluoji-di6zhang-touzifangfalun",415,{"title":377,"slug":378,"category":298,"order":379,"type":9},"投资逻辑篇：第7章：案例分析","duanyongping-touziluoji-di7zhang-anlifenxi",416,{"title":381,"slug":382,"category":381,"order":383,"type":384},"公司与人物","gongsi-yu-renwu",5000,"index",{"title":386,"slug":387,"category":381,"order":388,"type":389},"苹果：段永平为什么高度评价这家公司","company-apple",5010,"company",{"title":391,"slug":392,"category":381,"order":393,"type":394},"黄峥：段永平为什么高度评价他","person-huangzheng",5020,"person",{"title":396,"slug":397,"category":381,"order":398,"type":389},"泡泡玛特：段永平如何重新评估这家公司","company-pop-mart",5030,{"title":400,"slug":401,"category":381,"order":402,"type":394},"王宁：段永平为什么欣赏泡泡玛特创始人","person-wangning",5040,{"title":404,"slug":405,"category":381,"order":406,"type":389},"贵州茅台：段永平为什么高度评价这家公司","company-maotai",5050,{"title":408,"slug":409,"category":381,"order":410,"type":389},"网易：段永平为什么长期评价这家公司","company-netease",5060,{"title":412,"slug":413,"category":381,"order":414,"type":389},"腾讯：段永平为什么认为它是长坡厚雪","company-tencent",5070,{"title":416,"slug":417,"category":381,"order":418,"type":389},"阿里巴巴：段永平为什么曾高度评价又保留","company-alibaba",5080,{"title":420,"slug":421,"category":381,"order":422,"type":389},"拼多多：段永平如何看这家公司","company-pinduoduo",5090,{"title":424,"slug":425,"category":381,"order":426,"type":389},"英伟达：段永平为什么说它厉害但难看懂","company-nvidia",5100,{"title":428,"slug":429,"category":381,"order":430,"type":389},"任天堂：段永平从中学到什么","company-nintendo",5110,{"title":432,"slug":433,"category":381,"order":434,"type":389},"GE：段永平为什么后来修正这笔投资","company-ge",5120,{"title":436,"slug":437,"category":381,"order":438,"type":389},"新东方：段永平为什么既认可又保留","company-new-oriental",5130,{"title":440,"slug":441,"category":381,"order":442,"type":394},"巴菲特：段永平为什么高度尊重他","person-buffett",5200,{"title":444,"slug":445,"category":381,"order":446,"type":394},"芒格：段永平为什么重视他的理性","person-munger",5210,{"title":448,"slug":449,"category":381,"order":450,"type":394},"乔布斯：段永平为什么说他既是报时人也是造钟人","person-steve-jobs",5220,{"title":452,"slug":453,"category":381,"order":454,"type":394},"库克：段永平为什么认为他是更好的 CEO","person-tim-cook",5230,{"title":456,"slug":457,"category":381,"order":458,"type":394},"马云：段永平为什么一直认为他了不起","person-mayun",5240,{"title":460,"slug":461,"category":381,"order":462,"type":394},"丁磊：段永平为什么说他很有悟性","person-dinglei",5250,{"title":464,"slug":465,"category":381,"order":466,"type":394},"马化腾：段永平为什么正面评价他","person-mahuateng",5260,{"title":468,"slug":469,"category":381,"order":470,"type":394},"俞敏洪：段永平为什么说他是条汉子","person-yuminhong",5270,{"title":472,"slug":473,"category":381,"order":474,"type":394},"季克良：段永平为什么说他对茅台至关重要","person-jikeliang",5280,{"title":476,"slug":477,"category":381,"order":478,"type":394},"黄仁勋：段永平为什么欣赏他","person-huangrenxun",5290,{"title":480,"slug":481,"category":381,"order":482,"type":483},"段永平高度评价过的公司","topic-highly-rated-companies",5300,"topic",{"title":485,"slug":486,"category":381,"order":487,"type":483},"段永平高度评价过的人","topic-highly-rated-people",5310,{"title":489,"slug":490,"category":381,"order":491,"type":483},"段永平正在重估的公司","topic-revaluated-companies",5320,{"id":493,"title":109,"body":494,"category":106,"date":9,"description":787,"extension":788,"meta":789,"navigation":790,"order":111,"path":791,"seo":792,"seoDescription":793,"seoTitle":794,"slug":110,"source":9,"sourceDate":9,"sourceUrl":9,"stem":795,"tags":9,"type":9,"__hash__":796,"_collection":797},"dao\u002Fdao\u002Fconcepts\u002Fpinpai.md",{"type":495,"value":496,"toc":757},"minimark",[497,500,504,520,523,528,531,537,542,546,549,554,558,561,566,570,573,581,584,590,607,613,619,623,626,629,640,643,650,655,659,662,666,671,674,678,681,685,688,692,707,715,718,723,728,733,738,745,752],[498,499,109],"h1",{"id":109},[501,502,503],"h2",{"id":503},"定义与起源",[505,506,507,508,512,513,515,516,519],"p",{},"段永平对品牌的理解始于1990年代做",[509,510,511],"strong",{},"小霸王","时期。他最早通过请成龙拍摄\"望子成龙",[509,514,511],{},"\"广告建立品牌知名度，后来在创建",[509,517,518],{},"步步高","时再次系统运用品牌策略。2000年在央视\"品牌与传播国际论坛\"上的演讲是他最早系统阐述品牌观的公开记录。",[501,521,522],{"id":522},"核心要义",[524,525,527],"h3",{"id":526},"_1-产品永远比品牌更重要","1. 产品永远比品牌更重要",[505,529,530],{},"段永平反复强调品牌的根基在于产品，而非广告：",[532,533,534],"blockquote",{},[505,535,536],{},"\"其实，对品牌的塑造，通过广告固然重要，更重要的还是要通过产品。\"（2000年，《销售与市场》杂志专访）",[532,538,539],{},[505,540,541],{},"\"说句心里话，如果产品不行，不论你广告做的如何成功，你都不可能有市场，我始终认为产品永远最重要。\"（2000年，《经营者》杂志访谈）",[524,543,545],{"id":544},"_2-品牌知名度需要市场份额支撑","2. 品牌知名度需要市场份额支撑",[505,547,548],{},"在2002年CCTV《卖点》栏目中，段永平给澳视投影机的建议中提到：",[532,550,551],{},[505,552,553],{},"\"如果你只有4%、5%，其实你形不成规模，就是很难达到赢利规模的，怎么着你也得取得15%，你才能形成一个品牌的概念。\"",[524,555,557],{"id":556},"_3-广告是效率工具而非品牌本质","3. 广告是效率工具而非品牌本质",[505,559,560],{},"2000年品牌论坛演讲中，段永平阐述了他对广告的理解：",[532,562,563],{},[505,564,565],{},"\"广告只是在企业市场营销当中的一个环节而已。大家千万不要以为有了广告就有了一切。\"\n\"广告这个东西说起来其实很简单。我个人的理解，就是用尽可能高的效率将你的想法传达给你的消费者。\"",[524,567,569],{"id":568},"_4-品牌是企业家而非广告的产物","4. 品牌是企业家而非广告的产物",[505,571,572],{},"2009年浙大MBA分享时被问到企业家和品牌哪个更重要：",[532,574,575],{},[505,576,577,578,580],{},"\"品牌跟人是在一起的，",[509,579,511],{},"品牌不在我这里，它去别的地方就不值钱了。品牌之所以值钱是因为有好的产品，有好的团队，好的经营理念。\"",[501,582,583],{"id":583},"实战案例",[524,585,587,589],{"id":586},"小霸王品牌的建立1989-1995年",[509,588,511],{},"品牌的建立（1989-1995年）",[505,591,592,593,595,596,598,599,603,604,606],{},"段永平在",[509,594,511],{},"期间，用成龙代言\"望子成龙",[509,597,511],{},"\"广告，在中央电视台快速建立了全国性品牌知名度。仅靠一两款",[600,601,133],"a",{"href":602},"\u002Fdanyichanpin","（学习机486B），",[509,605,511],{},"1995年的获利就和当时的海尔差不多。",[524,608,610,612],{"id":609},"步步高品牌的重新建设1995-2000年",[509,611,518],{},"品牌的重新建设（1995-2000年）",[505,614,615,616,618],{},"1997年段永平在央视以8123万4567元8毛9分钱投标，开始建立",[509,617,518],{},"品牌。他后来请李连杰拍\"真功夫\"广告，并非为了与爱多的成龙\"好功夫\"对打，而是基于独立的品牌策略。多个产品（VCD、复读机、无绳电话）在两年内做到市场前列。",[524,620,622],{"id":621},"央视广告投放的精准操作1997-2000年","央视广告投放的精准操作（1997-2000年）",[505,624,625],{},"段永平善于抓住机会提高广告效率：在三峡大坝截流直播期间，以白天时段的低价买断高收视率广告时段，实现10倍以上的投放价值。",[524,627,628],{"id":628},"品牌国际化的务实态度",[505,630,631,632,635,636,639],{},"2000年被问及是否要做国际品牌时，段永平表达了务实的态度：先做好国内市场，国际化不急于求成。后来",[509,633,634],{},"OPPO","和",[509,637,638],{},"vivo","在海外市场的成功也体现了这种稳扎稳打的思路。",[501,641,642],{"id":642},"常见误解",[524,644,646,647,649],{"id":645},"误解一步步高是靠广告做起来的","误解一：",[509,648,518],{},"是靠广告做起来的",[532,651,652],{},[505,653,654],{},"\"我很怕在广告行业这种会上去讲广告的东西。这不是因为我怕我不专业，而是怕人家有误解：这个企业是靠广告做起来的。\"（2000年，品牌论坛演讲）",[524,656,658],{"id":657},"误解二请名人做广告会把费用转移到消费者身上","误解二：请名人做广告会把费用转移到消费者身上",[505,660,661],{},"2001年《经营天下》访谈中，主持人提到有人说段永平请名人做广告间接把费用转移到消费者身上。段永平回应说，广告费用是因为产品卖得多才显得比例不高，而非抬高了产品价格。高质量的产品本身就值那个价格。",[524,663,665],{"id":664},"误解三广告做得好品牌就做得好","误解三：广告做得好品牌就做得好",[532,667,668],{},[505,669,670],{},"\"很多人都问我，你们当了标王怎么没垮？……我觉得他们出问题都是出在别的地方，但是表现出来大家以为是出在广告上。\"（2000年，品牌论坛）",[501,672,673],{"id":673},"思想演变",[524,675,677],{"id":676},"_1990年代品牌作为市场竞争工具","1990年代：品牌作为市场竞争工具",[505,679,680],{},"这一时期段永平主要将品牌视为市场竞争的工具，通过央视广告快速建立知名度，强调广告投放的效率和性价比。",[524,682,684],{"id":683},"_2000年代品牌的背后是产品和企业能力","2000年代：品牌的背后是产品和企业能力",[505,686,687],{},"段永平开始更多强调品牌背后的产品力和企业能力，提出品牌和人（团队）是紧密联系的，品牌离开了好的团队和好的产品就不值钱。",[524,689,691],{"id":690},"_2010年代以后从品牌思维转向用户导向","2010年代以后：从品牌思维转向用户导向",[505,693,694,695,635,697,699,700,635,703,706],{},"随着",[509,696,634],{},[509,698,638],{},"的发展，段永平更多谈论的是",[600,701,117],{"href":702},"\u002Fyonghutiyan",[600,704,39],{"href":705},"\u002Fxiaofeizhedaoxiang","，品牌成为用户导向的自然结果而非刻意追求的目标：",[532,708,709],{},[505,710,711,712,714],{},"\"我们追求的就是改善",[600,713,117],{"href":702},"，做出最好的产品，其他的都是水到渠成的事情。\"（2017年）",[501,716,717],{"id":717},"原话引用",[532,719,720],{},[505,721,722],{},"\"其实，对品牌的塑造，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。\"（2000年，《销售与市场》杂志专访）",[532,724,725],{},[505,726,727],{},"\"如果产品不行，不论你广告做的如何成功，你都不可能有市场，我始终认为产品永远最重要。\"（2000年，《经营者》杂志访谈）",[532,729,730],{},[505,731,732],{},"\"广告只是在企业市场营销当中的一个环节而已。大家千万不要以为有了广告就有了一切。\"（2000年，品牌与传播国际论坛）",[532,734,735],{},[505,736,737],{},"\"要做全国性消费品牌，有中央台不一定是万能的，但没有中央台一定是万万不能的。\"（2000年，品牌与传播国际论坛）",[532,739,740],{},[505,741,577,742,744],{},[509,743,511],{},"品牌不在我这里，它去别的地方就不值钱了。\"（2009年，浙大MBA分享）",[532,746,747],{},[505,748,749,750,714],{},"\"我们公司不会把追求干倒谁作为目标，也不会把市场份额、销售数量及排名作为我们的追求目标的。我们追求的就是改善",[600,751,117],{"href":702},[532,753,754],{},[505,755,756],{},"\"如果你只有4%、5%，其实你形不成规模……怎么着你也得取得15%，你才能形成一个品牌的概念。\"（2002年，CCTV《卖点》）",{"title":758,"searchDepth":13,"depth":13,"links":759},"",[760,761,767,775,781,786],{"id":503,"depth":13,"text":503},{"id":522,"depth":13,"text":522,"children":762},[763,764,765,766],{"id":526,"depth":17,"text":527},{"id":544,"depth":17,"text":545},{"id":556,"depth":17,"text":557},{"id":568,"depth":17,"text":569},{"id":583,"depth":13,"text":583,"children":768},[769,771,773,774],{"id":586,"depth":17,"text":770},"小霸王品牌的建立（1989-1995年）",{"id":609,"depth":17,"text":772},"步步高品牌的重新建设（1995-2000年）",{"id":621,"depth":17,"text":622},{"id":628,"depth":17,"text":628},{"id":642,"depth":13,"text":642,"children":776},[777,779,780],{"id":645,"depth":17,"text":778},"误解一：步步高是靠广告做起来的",{"id":657,"depth":17,"text":658},{"id":664,"depth":17,"text":665},{"id":673,"depth":13,"text":673,"children":782},[783,784,785],{"id":676,"depth":17,"text":677},{"id":683,"depth":17,"text":684},{"id":690,"depth":17,"text":691},{"id":717,"depth":13,"text":717},"段永平对品牌的理解始于1990年代做小霸王时期。他最早通过请成龙拍摄\"望子成龙小霸王\"广告建立品牌知名度，后来在创建步步高时再次系统运用品牌策略。2000年在央视\"品牌与传播国际论坛\"上的演讲是他最早...","md",{},true,"\u002Fdao\u002Fconcepts\u002Fpinpai",{"title":109,"description":787},"段永平谈品牌：段永平对品牌的理解始于1990年代做小霸王时期。他最早通过请成龙拍摄\"望子成龙小霸王\"广告建立品牌知名度，后来在创建步步高时再次系统运用品牌策略。2000年在央视\"品牌与传播国际论坛\"上的演讲是他最早...","品牌｜段永平投资问答录","dao\u002Fconcepts\u002Fpinpai","aAQgUj1XAuvDca3QmPo8f0jtoAgkrHYxeleBE65V3O4","dao",1782116791885]