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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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品牌是什么",[813,814,815],"p",{},"网友：一直想不明白品牌对于一个企业来说意味着什么。身边的朋友有很多并不知道苹果为什么好，但是很多都觉得苹果是最好的手机，我自己没用过三星的手机，但是心里却认为苹果要比三星好很多，如果换的话还会选择苹果。每次我和人提起茅台，很多都觉得它是最好的酒，这种观念对茅台来说能带来些什么？人的观念容易改变吗？",[813,817,818],{},[819,820,821],"strong",{},"段永平：个人理解，品牌就是产品在人们心中留下的印象。一般来讲，好的印象传播得比较慢一点，坏的传播得比较快一些。广告是企业主动去传播其产品的印象。好的企业会如实地传播而不好的企业经常会蒙人。老百姓心里有杆秤，只要时间足够长，大多数人都会对自己关心的产品的品牌有个大致正确的印象。",[813,823,824,827],{},[819,825,826],{},"建立一个好的印象一般需要很长的时间，但破坏一个好的印象可以只需要很短的时间或某一两件事情。所以建立一个好的品牌是非常不容易的。互联网加快了传播的速度和到达目标受众的准确率但不会改变事情的本质，这个本质就是好产品最后会有好印象，能够一直有好产品的公司会活得比较好，短视的公司最后会有麻烦。"," （2014.07）",[813,829,830,831,835],{},"我的理解，所谓",[832,833,135],"a",{"href":834},"\u002Fpinpai","就是公司过去做过的所有事情（产品）在消费者心中的烙印（印象），好坏大家都会记得的。（2019-08-20）",[813,837,838,839],{},"网友：听君一席言，明白了好些道理。",[819,840,841],{},"1、extremely good for a few things.专注专业。2、差异化，能满足别人满足不了的需求，是合理价格的支撑。3、消费者其实是最聪明的，最终还是能感受到产品解决问题能力的差异，下了功夫的真实价值终究会得到认可和追捧。4、口碑对品牌的支撑很重要。在这里最大的收获就是平和，懂得道理就“心平气和”了",[813,843,844,847],{},[819,845,846],{},"段永平："," 呵呵，总结得很好！（2010-04-17）",[813,849,850],{},"网友：小天才平板电脑真的是好东西啊一出来我就想买两台给小孩用，让小孩从IPAD（平板电脑）解放出来。我是知道小天才是步步高的。真担心其他消费者不知道小天才是步步高的而选择购买其他品牌的产品。毕竟步步高复读机培养的一群消费者现在都有钱了！",[813,852,853,855],{},[819,854,846],{}," 小天才平板电脑就是给小孩用的，在小孩的眼睛保护上下了功夫，比iPad强。至于品牌嘛，本来就是产品的积累，到时该知道的就知道了。（2014-11-16）",[813,857,858],{},"网友：格力一直以来投入巨额的研发费用，到底是消费者受益了还是格力自己受益了？格力的研发费用的投入会不会和纺织厂购入新设备一样？",[813,860,861,863],{},[819,862,846],{}," 格力的品牌会积累价值，巴菲特说的纺织厂好像不行，有点像OEM厂。（2010-08-14）",[813,865,866],{},"网友：今天去商场的时候顺便去步步高和OPPO的专柜看了看，也和促销员随意地聊了聊，感觉她们劲头挺足的，说步步高将成为国内的诺基亚，自己也简单试用了两个牌子的几款机子，感觉还不赖。顺便说说自己以前使用国产手机波导的经历，真是很痛苦，太不人性化了，所以后来一直没用过国产的。看来以后要改观了，盼望国货能自强。",[813,868,869,871],{},[819,870,846],{}," 最好不要概念化国货。产自什么品牌有时也是很重要的（我觉得比产自哪个国家重要）。我们的蓝光DVD在美国卖得还不错，国内却不行，有个可能就是高档的东西大家不太相信“国货”。老美不太管那么多，只要东西好就行。（2010-06-14）",[813,873,874],{},"网友：我不懂如何看房地产产业，来这里学习学习。我想聊一点：我觉得房地产缺乏品牌认同的行业，消费者买房子不怎么看开发商是谁，而是看价钱，地段等等。",[813,876,877,879],{},[819,878,846],{}," 呵呵，品牌在这个行业里绝对有价值。",[813,881,882,883,885],{},"网友：海外买房似乎很少人留意房子是谁造的或者是啥",[832,884,135],{"href":834},"。",[813,887,888,890,891,893],{},[819,889,846],{}," 社会信任度越低，",[832,892,135],{"href":834},"的作用越大。(2010-07-08)",[813,895,896],{},"网友：轰轰烈烈的保健品浪潮，不知道您是否还记得那个疯狂的年代。三株口服液、太阳神、昂立一号，我记得当时我工资只有200多元，但是我的一位朋友因为从事保健品的销售，每个月收入居然达到了4000元。",[813,898,899,901,902],{},[819,900,846],{}," ",[819,903,904],{},"三株口服液流行的时候，当时负责乐百氏销售工作的朋友问我怎么看。我说这看着像是家有一天会突然倒下的公司。我当时看到的东西是，这个公司的产品没有实质性作用，知名度还很高，只要出一次事估计就扛不住。",[813,906,907,908,910],{},"网友：我觉得房地产是缺乏",[832,909,135],{"href":834},"认同的行业，消费者买房子不怎么看开发商是谁，而是看价钱、地段等等。",[813,912,913,901,915],{},[819,914,846],{},[819,916,917,918,920],{},"呵呵，",[832,919,135],{"href":834},"在这个行业里绝对有价值。",[813,922,923,924,926],{},"想想如果你自己买房子的话，你会在乎",[832,925,135],{"href":834},"吗？我不信有人不在乎。(2010-07-06)",[808,928,930],{"id":929},"第二节-品牌没有溢价","第二节 品牌没有溢价",[813,932,933],{},"网友：请问对于一些行业，比如服装，时尚用品，饮料等行业，品牌都非常重要，有些品牌甚至带来比较大的溢价。再比如门户网站也好像比较依赖品牌忠诚度，打开几大门户，内容差别似乎都比较小。品牌的崛起和衰落有些什么规律？相信在中国对品牌的理解比段总强的人不多了。",[813,935,936,938],{},[819,937,846],{}," 品牌溢价我觉得是一种误解。品牌只是物有所值而已。当一个品牌想当然认为其有溢价时，会很容易犯错误。（2010-06-15）",[813,940,941],{},"网友O：段总能否说细点？",[813,943,944,946],{},[819,945,846],{}," 想想如果你自己买房子的话，你会在乎品牌吗？我不信有人不在乎。（2010-07-05）",[813,948,949,950,953],{},"网友：我对名牌的理解是",[832,951,206],{"href":952},"\u002Fxinyu","度，美誉度的一种保证，买名牌至少在质量上会比较放心，还有产品比其他同类产品要出色，比如设计，服务等，可能这就叫一分钱一分货，名牌产品的含金量确实要比一般的同类商品要高，所以贵一些就是自然的了，但贵多少能接受，买家仍然认可购买，这可能就是名牌的溢价。",[813,955,956,958],{},[819,957,846],{}," 名牌之所以是名牌一般都是有道理的。（2010-04-16）",[813,960,961],{},"网友：能不能举例子.说明物有所值？",[813,963,964,966,967],{},[819,965,846],{}," 大多数人买有品牌的东西时肯定不是冲着“溢价”去的。",[819,968,969,970,973],{},"所谓品牌其实就是某种（些）",[832,971,140],{"href":972},"\u002Fchayihua","的浓缩。",[813,975,976],{},"早年我开的车就是属于特别便宜的车，觉得都是代步，没必要多花钱。后来偶尔有一次试了一下“好车”，第二天就去买了一部，因为发现确实差别好大。",[813,978,979],{},"呵呵，看看你自己拥有的品牌产品时，你会发现其实没那么难。（2010-06-16）",[813,981,982,984],{},[819,983,846],{}," 我个人观点认为品牌是没有溢价的，一般人看到的溢价其实是假象。贵的品牌往往有贵的道理，不然他就不会（或叫不能）持续。“溢价”感觉像是同样的东西在卖不同的价钱，呵呵，他们确实是不同的东西，但可能是同一类别。",[813,986,987],{},"网友：段总认为品牌没有溢价。但我还是认为品牌能够带来溢价，要么为什么那么多企业要建品牌。",[813,989,990,992],{},[819,991,846],{}," 也许是说法不同。没有品牌连生存都会有问题，因为你的消费者无法识别你的产品。",[813,994,995],{},"网友D：但看着还是生气，每次都会拿两个的好企业开刀，这什么价值观，还有没有是非了？",[813,997,998,1000],{},[819,999,846],{}," 只有有名的企业才会有瞩目率，也只有在乎自己品牌的企业才会在乎，而且……明白？",[813,1002,1003],{},"网友：请问怎么看待“品牌溢价”、“品牌价值”呢？市面上流行一种观点，认为像阿迪耐克这样的企业产品价格卖得高是品牌强，而李宁安踏类的品牌弱不能获得品牌溢价使得价格便宜。前段时间媒体爆出LV（路易威登）、阿玛尼奢侈品生产成本只有几十美金，却能通过品牌溢价卖到几百美金的价格。很多企业也热心积极推进品牌管理，提升品牌形象，想要获得品牌溢价。",[813,1005,1006],{},"请问段先生是怎么理解“品牌”的作用？",[813,1008,1009,1011],{},[819,1010,846],{}," 不是很理解人们常说的品牌溢价到底是什么意思。",[813,1013,1014],{},"所谓的品牌其实就是人们对品牌产品留下的印象（好的坏的）。",[813,1016,1017],{},"我个人观点长期来讲品牌是没有“溢价”的，不然你就不买了。",[813,1019,1020],{},"长期来讲，品牌卖的就是其该卖的价钱。",[813,1022,1023],{},"品牌绝对不只是一个名字！在这点上老马也是不对的。",[813,1025,1026],{},"建立一个好的品牌绝对不是一朝一夕之功，但毁掉一个好品牌可以很快。（2011-08-03）",[813,1028,1029,1030,1032],{},"网友：我发现一些人非常喜欢名牌，如手机衣服，买不起正品就买山寨的，也许是人的一种虚荣心吧。我现在不太重视",[832,1031,135],{"href":834},"，我重视产品的质量。",[813,1034,1035,1037,1038,1040],{},[819,1036,846],{}," 多数情况下，不知道在不重视",[832,1039,135],{"href":834},"的前提下，如何重视质量。(2010-06-17)",[813,1042,1043,1044,1046,1047,1049,1050,1052,1053,1055,1056,1058],{},"不是很理解人们常说的",[832,1045,135],{"href":834},"溢价到底是什么意思。所谓的",[832,1048,135],{"href":834},"其实就是人们对",[832,1051,135],{"href":834},"产品留下的印象(好的坏的)。我个人认为长期来讲",[832,1054,135],{"href":834},"是没有溢价的，不然你就不买了。长期而言，",[832,1057,135],{"href":834},"卖的就是其该卖的价钱。",[813,1060,1061,1063,1064,1066,1067,1069],{},[832,1062,135],{"href":834},"绝对不只是一个名字！建立一个好的",[832,1065,135],{"href":834},"绝对不是一朝一夕之功，但毁掉一个好",[832,1068,135],{"href":834},"可以很快。(2011-08-03)",[813,1071,1072],{},"网友：一家公司产品的附加值或者说是名牌的溢价，这些多出来的价格，是感觉上的东西还是可以量化？",[813,1074,1075,1077],{},[819,1076,846],{}," 可以量化。你花钱时就是一种量化，不同的牌子你会给不同的价钱。(2010-04-16)",[813,1079,1080,1081,1083],{},"网友：如果没有溢价，为什么那么多企业要建",[832,1082,135],{"href":834},"?",[813,1085,1086,1088,1089,1091],{},[819,1087,846],{}," 也许是说法不同。没有",[832,1090,135],{"href":834},"连生存都会有问题，因为你的消费者无法识别你的产品。(2010-05-14)",[813,1093,1094,1096,1097,1099,1100,1102],{},[832,1095,135],{"href":834},"溢价我觉得是一种误解。",[832,1098,135],{"href":834},"只是物有所值而已。当一个",[832,1101,135],{"href":834},"想当然认为其有溢价时，会很容易犯错误。(2010-06-15)",[813,1104,1105],{},"想起一个故事，很久以前有个记者朋友来我这问我一个问题：“为什么我采访了好几家企业，他们都说自己是电话机行业里的第二？到底谁第一呢？”我说，我们知道但不说，因为消费者不关心这个问题。（2010-06-08）",[813,1107,1108],{},[819,1109,1110,1111,1113,1114,1116],{},"我个人观点认为",[832,1112,135],{"href":834},"是没有溢价的，一般人看到的溢价其实是假象。贵的",[832,1115,135],{"href":834},"往往有贵的道理，不然它就不会(或叫不能)持续。溢价感觉像是同样的东西在卖不同的价钱。",[808,1118,1120],{"id":1119},"第三节-不存在品牌忠诚度","第三节 不存在品牌忠诚度",[813,1122,1123],{},[819,1124,1125],{},"引用：福布斯：用户容忍苹果产品瑕疵源于品牌忠诚度",[813,1127,1128,1130],{},[819,1129,846],{}," 用户容忍瑕疵或许有很多原因，但和品牌忠诚度不太有关系吧？如果iphone没那么好用，人们会容忍他的瑕疵？和乔布斯有啥关系？我就一直不习惯用Mac，乔布斯在不在我都不习惯。（2011-11-28）",[813,1132,1133,1134,1137],{},"网友：有个问题想请教一下大道：波特的五力模型能否用来验证“是否是好的",[832,1135,64],{"href":1136},"\u002Fshangyemoshi","”？",[813,1139,1140],{},"我的理解：好的生意模式，是为了能让（供应商+公司+客户）总值最大化，如果单纯只强调其中的任意一方或两方的利益，最终是不能维持下去的，也不是好的生意模式。大道如何看呢？",[813,1142,1143,1145],{},[819,1144,846],{}," 喜诗糖果是好的生意模式。比如情人节你到商店给太太买点喜诗糖果，商店说没这个牌子，但有喜词糖果，然后你说“那我去隔壁看看”。你去商店想买台iphone5，商店说缺货，但有gphone6，然后你说我等iphone5。说了半天，好像和利益都没啥关系。（2012-05-02）",[813,1147,1148],{},"网友：这就是品牌忠诚度，对吗？",[813,1150,1151,1154],{},[819,1152,1153],{},"段永平：我不是很相信顾客会有“品牌忠诚度”，顾客忠诚的是品牌后面的东西，不然假的会卖得和真的一个价还会卖得一样好"," 。（2012-05-02）",[813,1156,1157],{},"网友D：有人用苹果是因为其功能，有人是因为其时尚身份。对品牌背后的需求不同，可能在变化时忠诚度也就不同了。我不止听到一个人说，苹果都成街机了，用起来不如最初那般有面子了，这个群体的忠诚度又会如何？",[813,1159,1160,1162],{},[819,1161,846],{}," 呵呵，这个群体的忠诚度可能更高，因为不用会没面子的。（2012-05-02）",[813,1164,1165,1166,1168,1169,1171],{},"我不是很相信顾客会有“",[832,1167,135],{"href":834},"忠诚度”，顾客忠诚的是",[832,1170,135],{"href":834},"后面的东西，不然假的会卖得和真的一个价还会卖得一样好。",[808,1173,1175],{"id":1174},"第四节-品牌的名字","第四节 品牌的名字",[813,1177,1178],{},"网友：大道您好，我孩子2个月后出生，它名字我想了大半年了没想好，请大道和各位大道粉丝帮忙。",[813,1180,1181,1184],{},[819,1182,1183],{},"段永平"," ：给人取名字我没啥经验，但给产品取名字还是有些想法的。其实名字没那么重要，名字的含义都是后天赋予的，所以取名字主要考虑的是有没有负面的东西。",[813,1186,1187],{},"比如，不要取那些别人大概率会念错的名字，尽量不要有歧义（尤其是负面的歧义）……给产品取名字时还需要考虑平衡性，比如“小霸王”这个名字虽然很好，易传播，少歧义，但“霸”子笔画太多，与“小”和“王”怎么配都不容易好看哈。（2019-09-14）",[813,1189,1190,1192],{},[819,1191,846],{}," 苹果和唯冠的ipad商标之争还是没结果，也确实很难猜测最后的结局。也许这是个不该发生的故事，如果当年苹果买唯冠的ipad商标时能多付点钱的话。不管结局如何，感觉苹果在这件事情上都是赚了小便宜最后吃了大亏，属于聪明反被聪明误的那种。",[813,1194,1195],{},"不过买商标确实也是件不容易的事，我们的小天才宝贝电脑用的“小天才”商标就是买回来的。上个世纪90年代初的时候，“小天才”在游戏机领域是个非常响当当的牌子，产品的质量和口碑都非常好，在我的感觉里是曾经唯一可以有机会和“小霸王”一比的牌子。后来不知道什么原因“小天才”就慢慢在市场上消失了。",[813,1197,1198],{},"实际上“小天才”这3个字比“小霸王”这3个字的平衡性要好很多，主要是“霸”的笔画太多，导致“小霸王”3个字怎么设计都不太好看。在步步高创业初期，我们曾经找到“小天才”商标所有人，提出想买这个商标（那是他们在市场已经上没产品了），并出到了300万的价钱，结果被一口回绝了。",[813,1200,1201],{},"10年后的某一天（大概是2007或2008年？），我突然想到也许我们该再试试，因为想个好商标名确实是件非常难的事，尤其是3个字商标基本上都被注绝了。如果能够以不太贵的价钱买到一个好的商标名字绝对是合算的。",[813,1203,1204],{},"于是我们费尽九牛二虎之力终于找到了“小天才”的商标所有人。不过这一次我们吸取了上次的经验，委托了一个中间公司出面购买。结果对方直接出价就是30万，而且一再强调他这个牌子是很值钱的，10年前步步高就曾经出过300万想买。过程自然是很顺利，一切按照法律手续，大概大半年后这个牌子就归到我们公司了。",[813,1206,1207],{},"其实我们当时还是打算用300万买的，哪怕今天当时“小天才”的所有人找到我们，我们依然还可以补足他，因为实在是不想赚他的便宜。",[813,1209,1210],{},"不过据说后来又找不到他了，希望他运气好能看到这个帖子哈。",[813,1212,1213],{},"网友：我想问下您明明30万已买了的商标，怎么还愿意补偿给商标所有人。一般在生意过程中怎么把握厚道和每一分都要算计这个度？是不是只有厚道的生意人才能做得大？",[813,1215,1216,1218],{},[819,1217,846],{}," 因为我们本来就觉得300万是个很好的价钱，没想到对方给的价钱那么低。厚道和做得大没有必然联系，但厚道的生意人可能能睡得好点吧。（2012-03-01）",[1220,1221],"hr",{},[813,1223,1224],{},"**步步高取名 **",[813,1226,1227,1229],{},[819,1228,846],{}," 那么步步高也是我们征名征来的。",[813,1231,1232],{},"主持人：那您为什么当时从那么多征名里面挑选这个步步高？又是取它什么样的意义呢？",[813,1234,1235,1237],{},[819,1236,846],{}," 我们当时建立这个品牌的时候，很多人给我们提个建议，比方说你起一个洋名字，那么看起来像一个外资或者外来的东西，我说这个跟我这个……因为我做企业一开始，我就提出要以诚为本，就我不能蒙人家，那么你起个洋名字本意就是已经想蒙人了，就让人家以为你是个洋的东西，所以我跟大家讲我说我一定要取一个本土的名字，那么品牌它有一个最基本特征。",[813,1239,1240],{},"第一、你这个字不能够复杂。",[813,1242,1243],{},"就是因为我做小霸王的时候那个霸字给我带来很多困惑，所以我就有一个这样的定义，就是说名字不能够笔画太复杂，让你有很多地方你做不了，那么这是其一；",[813,1245,1246],{},"其二、不能有异议。",[813,1248,1249],{},"异议就是说有时候步步高，大家很清楚哪个步哪个高你一定很清楚，对吧？",[813,1251,1252],{},"第三、容易传播容易记。",[813,1254,1255],{},"那么一来我们一征名征上万个名字，有很多人帮我挑，最后当时是我的秘书就这个名字让我看一看，哎，就是它了，我觉得这挺好，嗯，它是挑出来的，并不是我真的自己想到的，而且我们当时在这个设计这个征名的时候本身还出了个问题，就征名一般是取唯一的吗？",[813,1257,1258],{},"我们就没有想过这个问题，就觉得没想过征名会有来那么多，那么就发现我来了很多，就是其中有八个是叫步步高的，我们那个时候是，我们要是用你的我们就付5000块钱，所以最后只好是这八个人每个人付5000，我说还好不是80个，要是80个我可能就要选择我不用这个了。",[813,1260,1261],{},"**小霸王取名 **",[813,1263,1264,1266],{},[819,1265,846],{}," 那是一个很偶然的因素，跟几个朋友在吃饭的时候都在想给公司取什么名字，有人看到小霸王汽车说不如叫“小霸王”，我觉得这个名字好，对我们这类产品的取名感觉很有个性比较容易记住。但霸太复杂是缺陷，在推广中带来很多困惑，小和王笔画简单，霸字笔画太多不均衡，传播性和异议性都很好，传播效率高。",[813,1268,1269],{},"网友：还是OPPO读起来方便·语音测试不是白做的啊·",[813,1271,1272,1274],{},[819,1273,846],{}," OPPO这名字起得不容易啊，前后好多年功夫呢。",[813,1276,1277,1279],{},[819,1278,846],{}," 品牌最忌讳的就是用有含义的名字，因为本来含义就是应该通过产品去赋予的，比如SONY。但是特别强大的产品可以改变原有的含义，让不好的品牌名字变得很响亮，人们会忘记原来的意思。比如：苹果、微软",[813,1281,1282],{},"网友：oppo r817的整体ui有深度的美化，菜单没有传统android那种黑压压的感觉，定位在年轻时尚上的real系列，有一点清新可爱的感觉，视觉感受很舒服，有意思",[813,1284,1285,1287],{},[819,1286,846],{}," 起型号名字的水平是诺基亚级别的，感觉有点故意让人记不住的意思。不过这是我的责任，因为我在的时候就这样。",[813,1289,1290],{},"网友：成功在细节处。",[813,1292,1293,1295],{},[819,1294,846],{}," 要不是苹果，也不觉得自己这么做有啥不对的。",[813,1297,1298],{},"网友：怎么什么事都怪到你头上了",[813,1300,1301,1303],{},[819,1302,846],{}," 因为这个起名字的办法确实是我起头的，从很久以前的小霸王游戏机叫D21\u002FD25开始就这样。而且这个起名字的办法是和日本人学的，当时松下电视机有D21\u002FD25的型号。",[813,1305,1306,1308],{},[819,1307,846],{}," 为什么叫vivo X1S？不能就叫vivo X2吗？多个字母会降低很多传播效率，2点其实没关系的。不能因为苹果干傻事我们就可以干哈。再说，苹果叫啥都能轻松被人记得的，我们好像还有点差距。（2013-04-17）",[813,1310,1311],{},"网友：vivo x2域名被占用了，无法注册，所以被迫更名x1s",[813,1313,1314,1316],{},[819,1315,846],{}," wow，这个可有点不好。后面的要早点注册了。（2013-04-18）",[813,1318,1319],{},"网友：呵呵！段总，求责于己！要不改成R8如何？既简单好记又符合国际潮流！",[813,1321,1322,1324],{},[819,1323,846],{}," OPPO R8看起来好像比OPPO R817好。不过R不好读哈。（2012-09-18）",[813,1326,1327],{},"网友：提到BBK（步步高）和OPPO，想请教段兄一个问题。其实我感觉用BBK（步步高）这个名字打国际市场，应该也是个很好的名字啊？多延伸出一个品牌，是怎样的一种经营战略考虑的？会不会两个品牌容易分薄了资源？",[813,1329,1330,1332],{},[819,1331,846],{}," 我记得曾经测试过BBK，好像在有些市场不太合适，有些地方发音都不同。OPPO则在绝大部分地区都基本一样。（2010-04-02）",[813,1334,1335],{},"网友：我也认为想好商标名确实是件非常难的事。我是建材行业的，我这个筑道名称也是注册商标，自己比较喜欢。",[813,1337,1338,1340],{},[819,1339,846],{}," 这个名字的同一发音有歧义，不是很适合做消费品的牌子。（2012-03-02）",[813,1342,1343,1344,1347],{},"网友：没想到段总对商标名称也有这么深的理解，我是做地坪漆的，我针对每个不同性能产品给了一个牌子，工业用固地宝、地坪宝、菲凡士、地甲、民用的牌子是地美丽、地平宝。其中菲凡士是受步步高名称启发的，段总可否点评一下（",[819,1345,1346],{},"给商标起好名的原则）"," ，谢谢！",[813,1349,1350,1353],{},[819,1351,1352],{},"段永平：你随便找个不知道这个名字的人说一下，看看需要多久他可以复述（说对并写出来）。然后用“小天才”或“步步高”对比一下。多出来的时间的比例就是你未来为推广这个牌子要多花的代价（"," 如果达到一样的知名度和美誉度的话。）（2012-03-02）",[813,1355,1356],{},"网友：朋友想开家卖牛肉汤的店，起名字有没有什么需要遵守的原则啊？",[813,1358,1359,1361],{},[819,1360,846],{}," 别起那些让人想起就没食欲的，另外就是不要有歧义的，最好是一说就能写出来的。（2014-07-06）",[813,1363,1364],{},"网友：发现一个对产品型号命名的有趣现象：做得比较好的，名字都非常好记而且不会弄乱；比如汽车里的奥迪A4、A6、A8；宝马X1、X3、X5；奔驰S350、S600……像Model S P85D记起来就要复杂一些，取各种奇怪难记笔画又多的名字的车（这个就不举例了）貌似最后销量都不大。手机行业好像也存在这个现象。",[813,1366,1367],{},"肯定不是由名字决定产品的销量，但我觉得一个重视用户的企业，会重视取名这个环节。假设茅台按您说把年份标示清楚的思路想想，未来的茅台叫：飞天5、飞天10、飞天15、飞天30，很好记忆啊！",[813,1369,1370,1372],{},[819,1371,846],{}," 取名字确实很重要，大概相当于锦上添花，最重要的还是产品。（2015-04-05）",[813,1374,1375],{},"网友：好的名字，是营销成功的关键啊！",[813,1377,1378,1380],{},[819,1379,846],{}," 关键是产品！营销远没有你想的那么重要。比如茅台的营销不算非常好，不然会更厉害的。（2015-04-05）",[813,1382,1383],{},"网友：关键是产品要好，要符合消费者需求！好的名字，也是好产品很重要的一部分哈，那些做2好的产品，大多都有一个好名字。国酒茅台，酿造高品味的生活。第一次看见，牢牢记住了。",[813,1385,1386,1388],{},[819,1387,846],{}," microsoft，panasonic都不是啥好名字，Sony是好名字。（2015-04-07）",[813,1390,1391],{},"网友：OPPO和VIVO都是好名字，而且不仅仅名字好，产品也好。希望能成为国内像苹果一样的优秀公司……",[813,1393,1394,1396],{},[819,1395,846],{}," vivo的商标是都是小写的，小写的有些道理哈。vivo的商标设计有些小问题，在西班牙语里vivo是直播的意思，另外vivo在美国有同名的公司，似乎这个设计时有点仓促，当然找个合适的名字非常不容易。（2015-05-07）",[813,1398,1399],{},"网友：不会是网易有道就是从“取之有道”这里来！百度来自“众里寻他千百度”。",[813,1401,1402,1404],{},[819,1403,846],{}," 呵呵，也许是吧，不过没问过。（2010-05-23）",[813,1406,1407],{},"网友：oppo和苹果容易搞混。不知道段总设计oppo想没想到苹果。",[813,1409,1410,1412],{},[819,1411,846],{}," 你是说商标？我们设计OPPO时苹果还在生死线上挣扎呢，要是现在出还真说不清了。（2010-10-24）",[813,1414,1415,1416,1419],{},"网友：不敢苟同唉，我的企业精力一定是围绕产品、用户和",[832,1417,155],{"href":1418},"\u002Fqudao","的。你看王老吉被迫叫加多宝，名字受到很大影响。但坚实的产品和渠道是核心，人家没伤元气，对不？",[813,1421,1422,1424],{},[819,1423,846],{}," 5年以后再说这话。其实企业非常不容易，每个细节都可能有影响。在可能的前提下要注重每个细节。另外，你看看加多宝为了改这个名字花了多少钱吧。（2012-09-18）",[813,1426,1427],{},"网友：人才与天才的差别：天才看起来有点“二”。",[813,1429,1430,1432],{},[819,1431,846],{}," 我喜欢“小天才”这个名字。（2011-02-08）",[813,1434,1435],{},"网友：我给儿子买了小天才，998元，很值，我一直不会教育孩子，现在全解决了，段总是你创办的吗？感觉市场很大。",[813,1437,1438,1440,1441,1444],{},[819,1439,846],{}," 这个产品对适龄的小朋友确实蛮好的，而且市场上基本没有这么好的东西，不过ipad会有影响。",[819,1442,1443],{},"小天才现在是我们公司的品牌了，说起来话长啊。"," （2011-07-08）",[813,1446,1447],{},"网友：小天才，这个名字取的太好了。大道是你取的吗？",[813,1449,1450],{},"大道：“小天才”我们买下来的牌子。小天才曾经是我们小霸王年代最欣赏的品牌，而且“小天才”商标和“小霸王”一样，无歧义容易记且传播性好。“小天才”三个字非常均衡，户外广告设计难度小很多。“小霸王”的霸字太复杂了，户外广告和很多其他广告都很难设计，成本也会高一些。（2026-08-10）",[813,1452,1453,1454,1457],{},"“",[819,1455,1456],{},"可口可乐","凉茶名为夏枯草。”(新闻)",[813,1459,1460,1461,1463],{},"“夏枯草”？不知道为什么听着像毒药？其实我想说的是，我记得我们给产品取名字时一般要做语义测试的，可能产生歧义的名字要尽量避免。夏枯草因为是具体草药的名字，可能不在我说的范畴内。而且，如果",[819,1462,1456],{},"计划投足够力量去告诉消费者这是什么，那这个名字也不会有啥大问题。(2022-06-13)",[813,1465,1466],{},[819,1467,1468],{},"名字没取好，事倍功半。(2020-12-16)",[813,1470,1471,1472,1475],{},"网友：为什么别人学不了",[819,1473,1474],{},"茅台","?我认为是别人没有办法用那两个字。",[813,1477,1478,1480,1481,1483,1484,1486,1487,1489],{},[819,1479,846],{}," 可惜这种实验做不了，不然按",[819,1482,1474],{},"现在市值两万亿，如果有人愿意出价一万亿只买",[819,1485,1474],{},"的名字的话，",[819,1488,1474],{},"再换个名字要不了多久就会跟原来一样的。",[813,1491,1492],{},[819,1493,1494,1495,1497],{},"也许做过",[832,1496,135],{"href":834},"的人才更容易理解“牌子”和“名字”是有很大差别的？(2023-12-12)",[808,1499,1501],{"id":1500},"第五节-建立自己的品牌","第五节 建立自己的品牌",[813,1503,1504,1505,1507],{},"网友：从段总20年前就不做OEM，建立自己的",[832,1506,135],{"href":834},"，现在我越来越深信，功夫熊猫里的一句经典台词“There is no accident世上无偶然”。这还是跟段总偷学过来的。",[813,1509,1510,1512],{},[819,1511,846],{}," 我们其实从来就没做过OEM，但20年前确定了不做，所以谈都不谈了，省了很多时间。（2016-10-25）",[813,1514,1515],{},"网友：在中国民营企业发展的初期，可能几乎没什么人想得到不做国际大公司的代工，就像这里说到的没有人拒绝他们的订单。几年前当我意识到步步高是从开始就选择了不代工这条路的时候觉得非常惊讶，因为这个觉知实在是太早了，觉得怎么可能知道。",[813,1517,1518],{},"这时候实际上很多的工厂还是成熟的老牌港台企业不仅仅是民企，步步高在起步的时候就已经在有些方面超过他们了，这是让人觉得很佩服的地方，这只有文化非常好的企业才可能想得到、做得到，也是我早就看好段总的主要原因之一。",[813,1520,1521,1523],{},[819,1522,846],{}," 如果你想的是10年20年后的事情，这个决定其实非常简单且容易。凡事能往前（后）想几年，往往难度会大幅度下来。（2016-10-18）",[813,1525,1526],{},"乐百氏，王老吉当年都是租来的牌子，最后也都遇到了很大的麻烦。很少人知道当年我们也租过牌子。我们最早开始做游戏机时，曾经用过中国台湾的一个牌子，叫“创造者”。由于我们质量好，这个牌子一开始就还不错，但当时中国的台商（以及代理的中国港商）比较短视，居然开始将同一牌子的产品的包装盒偷偷卖给其他人（仅仅是个包装盒啊，当时一块多人民币一个，大概是1990年？）。",[813,1528,1529],{},"我当时想，长此以往怎么可以？于是就有了“小霸王”。（2016-11-18）",[813,1531,1532],{},"网友：想请教下各位：如何做品牌？我们公司之前是一个OEM（代工）性质的代工厂，现在希望能做自己的品牌，但不知需要注意哪些？",[813,1534,1535,1537],{},[819,1536,846],{}," 呵呵，这是典型的我们不知道我们不知道什么啊。你要想知道需要什么首先你要知道你有什么。建议你想想那些有名的牌子都有啥，对比一下自己都有啥，也许你就知道自己需要啥啥啥了。（2011-02-15）",[813,1539,1540],{},"网友：我所在的地方是一个皮具箱包产业区，有着非常完善的产业链，但我观察这个行业大部分都是靠模仿外国的品牌，我想请教一下以您在实业电子消费品领域创立小霸王，步步高，oppo，vivo这么多品牌的经验角度讲下您觉得目前在中国是否具备创立一个著名的本土皮具箱包品牌的条件？创立这样的一个品牌需要具备哪些条件？",[813,1542,1543,1545],{},[819,1544,1183],{}," ：要建立品牌一定要想得很长远很长远。简单但绝非容易。（2019-09-21）",[813,1547,1548],{},"网友：这2年承包了别人的品牌，做的电子商务，在天猫里卖，但是当时我们签约只签约了3年，明年就是第三年了，品牌可能会面临收回的危机，而我们自己做的是贸易也没有实体生产，自己的品牌已经去注册了，我自从做这个生意以来一直觉得很被动，感觉自己没有主控权，很想跳出这个阶段。",[813,1550,1551,1553],{},[819,1552,846],{}," 一个品牌签约只签三年的人，就不要说很想跳出这个阶段了吧？不过，亡羊补牢总是来得及的。（2014-02-27）",[813,1555,1556],{},"网友：段大哥说的甚是，当时提出签10年，但他不愿意说3年后在签，这个是我犯下的好大个错误，在我17岁的时候就经常看段大哥的视频，还有段大哥去波士堂的节目，一直在向您学习，签约时我22岁，今年24了。这也是我第一次动用家里的资金去做这个生意。",[813,1558,1559,1561],{},[819,1560,846],{}," 你这个年纪，不需要解释什么，而且亡羊补牢的效果会非常好。（2014-03-02）",[813,1563,1564],{},"网友：对于步步高这个品牌有没有相关规划？因为目前步步高公司下有两个品牌，一个OPPO，一个步步高，而步步高下又有4个子产品线，同时这4个产品线的运作是独立，那目前公司是如何规划让步步高的品牌价值最大化？同时如果步步高到了走向全球市场的时候，那步步高下面的4个产品线又如何协调规划？",[813,1566,1567,1569],{},[819,1568,846],{}," 不知道你讲的是哪4个产品线。我们产品线老多了。",[813,1571,1572],{},"我们公司经营电子消费品的有3个公司：",[813,1574,1575],{},"电子教育公司的主力产品是学习机、点读机、复读机、词典等等；",[813,1577,1578],{},"通讯公司以电话机起家，现在手机也做得非常不错；",[813,1580,1581],{},"有声光盘从VCD起家，现在刚刚进入“生活电器”；",[813,1583,1584],{},"OPPO实际上是个全球品牌，现在大家比较知道的大概就是手机和MP3\u002F4了，在美国有点影响的是OPPO的蓝光DVD。OPPO的东西可能是迄今为止在欧美电子类里美誉度最好的品牌之一了（知名度还远远不够），咱中国产品这好像还是第一回吧？不服的请上网查查，都是英文的。",[813,1586,1587],{},"我们没有品牌价值最大化的任何计划，我甚至不懂什么叫品牌价值最大化。我们最关注的是我们用户的体验和如何改进的方法，我们追求的是如何能提供消费者有用且喜欢的东西。如果我们能一直坚持这样做的话，20-30年内说不定的我们也能出个像iphone或者wii一样的产品啊。（2010-03-22）",[813,1589,1590],{},"网友：听说OPPO诞生经历了5年酝酿期。",[813,1592,1593,1595,1596,1599,1600,1602,1603,1605],{},[819,1594,846],{}," OPPO定位为全球性品牌，设计工作由荷兰公司完成，希望能够更加欧化，借以与",[819,1597,1598],{},"步步高","区分。OPPO在美国仅卖高端DVD，销售通过网络完成，在中国则主要卖MP3，",[832,1601,155],{"href":1418},"与",[819,1604,1598],{},"有很多重叠。我们计划用5年-10年树立这个新品牌，“我们做什么事情都是慢慢来”。",[813,1607,1608],{},[819,1609,1610],{},"引用：财经会客厅视频（2010-03-22）",[813,1612,1613,1614,1616,1617,1619],{},"主持人：",[819,1615,1598],{},"也推出了OPPO这个独立的品牌。这么多大的动作是不是意味着",[819,1618,1598],{},"是准备再进行一次大的战略转型呢？",[813,1621,1622,1624,1625,1627],{},[819,1623,846],{}," 它是两个不同的部门做的东西了。那么其实OPPO这个牌子我们推出来的时间远远超过大家的想象。我们设计这个品牌，那是2000年就开始了，2000年开始设计，那设计的主要的动因是我们考虑得比较长远了，就说当我们要走向全球的时候，我们不可能用",[819,1626,1598],{},"这个牌子去走，那么一定要有个国际品牌，所以我们设计其实就不是中国人设计的。",[813,1629,1630],{},"所以我们自己要设一个中英文品牌的话，肯定会很怪异，自己觉得挺好，老美还读不出来，或者说这个说不顺口，或者说不舒服，所以我们请的都是像这个OPPO是请的是欧洲人设计的。那么而且是全球一个一个国家都做过语音测试，包括网站，包括所有的这个花了很长的时间，也花了很多钱。那么等到搞好了，大概也都花了有一两年两三年的时间了，然后在开始做产品合适的产品。（2010-03-22）",[813,1632,1633],{},"网友：电视上面看到的步步高的广告好多呀，音乐手机，点读机，豆浆机，三种不一样领域的产品，消费群不一样，有点感觉相互不照应。oppo也有手机，MP3\u002FMP4广告；但感觉这些产品的消费群体很相似，广告投入是有照应的。从对外形象和品牌感知，OPPO 的确比较厉害。",[813,1635,1636,1638],{},[819,1637,846],{}," 这个问题我们会慢慢解决的。貌似已经找到办法了，还需要点时间实施和验证。我们准备逐步退出小家电行业的最重要原因就是因为这个产品会影响我们整个品牌的印象。电教产品也会有些办法。估计3年左右人们就不会再有那种相互不照应的感觉了。（2011-03-01）",[813,1640,1641,1642,1644],{},"网友：建酒店是集团公司的事情，跟上市公司无关。至于多个子",[832,1643,135],{"href":834},"，也有很多是集团公司的。",[813,1646,1647,1649,1650,1652],{},[819,1648,846],{}," 哦，是集团的，那会有点不同。不过集团搞多个子",[832,1651,135],{"href":834},"也不是很明智。(2013-02-24)",[813,1654,1655,1656,1658],{},"网友：同一家公司在同类产品中实施多",[832,1657,135],{"href":834},"策略有哪些好处？这种策略容易成功吗？",[813,1660,1661,1663],{},[819,1662,846],{}," 大部分产品这么做是非常愚蠢的。早年看过宝洁这么做，所以老是觉得他们的产品多少有点蒙人的味道，将来有一天会有麻烦的。(2017-08-18)",[813,1665,1666],{},"网友：是违背焦点法则的原因吗？段总能不能再多说几句，我们厂就有这个问题。",[813,1668,1669,1671,1672,1674,1675,1679],{},[819,1670,846],{}," 同样的东西分成多个",[832,1673,135],{"href":834},"卖显然属于生意导向而不是",[832,1676,1678],{"href":1677},"\u002Fxiaofeizhedaoxiang","用户导向","。（2017-08-20）",[813,1681,1682,1683,1685,1686,1688],{},"网友：我认为",[819,1684,1474],{},"拓展多个子",[832,1687,135],{"href":834},"和建五星酒店不妥。",[813,1690,1691,901,1693],{},[819,1692,846],{},[819,1694,1695,1696,1698],{},"建酒店显得有点愚蠢，希望不会继续。多个",[832,1697,135],{"href":834},"看起来也不太明智，但不了解具体情况。",[813,1700,1701,1702,1083],{},"网友：如何把商标打造成",[832,1703,135],{"href":834},[813,1705,1706,1708],{},[819,1707,846],{}," 需要好的产品以及很长的时间。(2019-10-19)",[808,1710,1712],{"id":1711},"第六节-什么生意做不出品牌","第六节 什么生意做不出品牌",[813,1714,1715,1716,1718,1719,1722],{},"网友：几年前张裕还在被不少投资者看好，接下来面对的是大幅的下滑，是没看到来自西方的冲击，即使有些投资者自己也是喝红酒的人（其中有爱周游世界的西方人），段总投资",[819,1717,1474],{},"就没有碰到这样的滑铁卢。张裕的现象让我有些困惑，也不知道错投的投资者这其中有多少像是",[819,1720,1721],{},"芒格","说的误判心理，有多少是不够了解市场和产品的整体情况，个人觉得红酒会受到冲击不是非常难看出来。",[813,1724,1725,1727,1728,1730],{},[819,1726,846],{}," 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