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siaweek》都认为他很“保守”，但同时又说“他的保守对他很有好处”。但是在学生面前他却显得相对活跃，他说自己也曾经也在人大就读过，这次回到人民大学感到一切都很亲切。",[385,403,404,406],{},[380,405,382],{},"在人大先简单地开场：",[385,408,409,410,414,415,417,418,421],{},"在我心目中，经营企业其实是一个很简单的问题，就好象一个农民种自己的一亩三分地。你该干啥就干啥，去炒作、去搞一些花边的东西我认为是没有意思的。我是学工科出身，我对一句话印象最深刻，就是“成功=99%的汗水+1%的灵感”。我看到现在媒介宣传的比较多的，都是那1%的东西，其实99%的东西才是最重要的。我们企业最重要的思想是“",[411,412,5],"a",{"href":413},"\u002Fbenfen","”，很多决策都是根据“",[411,416,5],{"href":413},"”来作的，避免去搞一些",[411,419,91],{"href":420},"\u002Ftouji","取巧的事。这样，我们可能会失去一些眼前的利益，但是对企业长远的发展有好处，事实上，我搞企业十多年，证明这个原则是对的。",[385,423,424,425,428,429,428,432,428,435,438,439,442,443,445,446,448],{},"我们企业观念中有几个“心”：",[411,426,140],{"href":427},"\u002Fjinquxin","、",[411,430,10],{"href":431},"\u002Fpingchangxin",[411,433,149],{"href":434},"\u002Fzerenxin",[411,436,145],{"href":437},"\u002Fnaixin","和",[411,440,153],{"href":441},"\u002Faixin","。我特别推崇“",[411,444,10],{"href":431},"”，这不仅在经营企业，在做任何事情时都特别重要。比如，在企业中，经常有各种各样 的诱惑围绕着你，面对这些诱惑就需要",[411,447,10],{"href":431},"。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。",[385,450,451,453,454,456,457,459,460,462,463,465,466,468,469,472,473,476,477,479],{},[380,452,382],{},"的演讲生动平和，娓娓道来。他说得最多的一个词是“",[411,455,10],{"href":431},"”。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。",[380,458,397],{},"在三个行业里的的确确是第一，但",[380,461,397],{},"从来没有宣传过自己第一。因为",[380,464,397],{},"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：“",[380,467,397],{},"不会说‘要做中国的",[380,470,471],{},"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",[411,474,104],{"href":475},"\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",[411,478,10],{"href":431},"，应该坦诚、自然、踏踏实实，这是我对人生的一种理解和感悟。”",[385,481,482,483,485,486,488,489,491,492,494],{},"1995年，",[380,484,382],{},"在已经做得相当成功的情况下离开了",[380,487,393],{},"公司，创建了",[380,490,397],{},"公司。当有同学问他为什么要离开",[380,493,393],{},"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。”",[385,496,497,498,500],{},"1996年底，",[380,499,382],{},"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。”",[385,502,503,504,506,507,509,510,512],{},"说到风险，",[380,505,382],{},"说：“做企业决不是靠",[411,508,91],{"href":420},"，意识到风险的存在，并要有承担风险的准备，你便是有",[411,511,10],{"href":431},"。”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。",[385,514,515,516,518,519,522,523,525,526,528],{},"有同学问：“段总，你感觉现在最缺少的是什么？”",[380,517,382],{},"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",[411,520,120],{"href":521},"\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，",[380,524,382],{},"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",[411,527,10],{"href":431},"，不要被外面的世界所扰乱。",[385,530,531,532,534,535,538,539,541,542,545,546,548,549,551,552,554],{},"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？”",[380,533,382],{},"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",[411,536,161],{"href":537},"\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，",[380,540,397],{},"集团公司非常注重自己",[411,543,99],{"href":544},"\u002Fqiyewenhua","的构建，对员工良好品德的要求是",[411,547,99],{"href":544},"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",[380,550,397],{},"的",[411,553,99],{"href":544},"中去。",[385,556,557,559,560,562,563,565],{},[380,558,382],{},"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？”",[380,561,382],{},"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",[380,564,382],{},"和人大同学的一些问答实录。",[385,567,568,569,572],{},"问：您的一篇文章提到做企业的法则，其中一条是“",[411,570,30],{"href":571},"\u002Fganweitianxiahou","”，能不能请您具体谈一谈？",[385,574,575,576,578],{},"答：有句话叫“敢为天下先”，我把它改成“",[411,577,30],{"href":571},"”，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。",[385,580,581,582,584],{},"问：您创办",[380,583,397],{},"所遇到的最大困难是什么？",[385,586,587],{},"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。",[385,589,590],{},"问：贵公司对DVD市场的评价是什么，何时大规模推出？",[385,592,593],{},"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。",[385,595,596,597,599],{},"问：",[380,598,397],{},"是否有上市融资或买壳上市的计划？",[385,601,602,603,605],{},"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。",[380,604,397],{},"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。",[385,607,608],{},"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。",[385,610,611],{},"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。",[385,613,614],{},"问：请问您对企业多元化和归核化的看法？",[385,616,617],{},"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。",[385,619,596,620,622,623,626],{},[380,621,397],{},"在管理上有什么特点？比如销售",[411,624,116],{"href":625},"\u002Fqudao","管理方面。",[385,628,629,630,632,633,635,636,638],{},"答：控制销售",[411,631,116],{"href":625},"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",[411,634,116],{"href":625},"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",[411,637,5],{"href":413},"，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。",[385,640,641,642,645,646,648],{},"问：您怎样看待",[380,643,644],{},"微软","“维纳斯”计划，",[380,647,397],{},"是否参与？",[385,650,651],{},"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。",[385,653,596,654,656],{},[380,655,397],{},"是否准备上手机？",[385,658,659,660,662],{},"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",[380,661,397],{},"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。",[385,664,665,666,668],{},"问：中国加入WTO后，对",[380,667,397],{},"有什么影响？",[385,670,671],{},"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。",[385,673,596,674,676],{},[380,675,397],{},"有没有冲击500强的打算？",[385,678,679],{},"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。",[385,681,682],{},"问：企业家同企业的关系？",[385,684,685],{},"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。",[385,687,688,689,691],{},"问：你同",[380,690,393],{},"分手的原因是什么？",[385,693,694,695,697],{},"答：其实有很多种原因。我在",[380,696,393],{},"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。",[385,699,596,700,551,702,704],{},[380,701,397],{},[411,703,99],{"href":544},"的核心是什么？",[385,706,707,708,710,711,713],{},"答：",[411,709,5],{"href":413},"。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",[411,712,99],{"href":544},"。",[385,715,716,717,719],{},"问：您在20天就组建了",[380,718,397],{},"集团，请介绍一下融资过程。",[385,721,722,723,726],{},"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",[411,724,157],{"href":725},"\u002Fxinyu","，别人知道我的公平 为人，所以放心把钱交给我。",[385,728,729],{},"问：您从人大研究生毕业后为什么没有去外企或留北京？",[385,731,732],{},"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。",[385,734,735],{},"问：您如何保持组织内部的凝聚力？",[385,737,707,738,713,741,744,745,748],{},[380,739,740],{},"最基本的原则就是公平",[380,742,743],{},"另外","，",[380,746,747],{},"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。",[385,750,751],{},"问：您的人生目标是什么，追求什么样的巅峰？",[385,753,754,755,757],{},"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",[380,756,644],{},"，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。",[385,759,760,761,763,764,766],{},"问：您当年是因为经营者持股的问题从",[380,762,393],{},"出走的。如今在",[380,765,397],{},"里面，这个问题是如何解决的？",[385,768,769],{},"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。",[385,771,772,744,775,713,778,744,781,713,784,382,787,744,790,713],{},[380,773,774],{},"“世间自有公道",[380,776,777],{},"付出总有回报",[380,779,780],{},"说到不如做到",[380,782,783],{},"要做就做最好",[380,785,786],{},"”这是",[380,788,789],{},"最喜欢听的一首歌",[380,791,792],{},"也是他自己的人生座右铭",[385,794,795],{},[380,796,797],{},"后记：",[385,799,800,801,803,804,806,807,809],{},"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",[380,802,397],{},"电子工业有限公司。",[380,805,397],{},"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",[380,808,382],{},"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。",[385,811,812,814,815,817,818,820],{},[380,813,397],{},"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，",[380,816,397],{},"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，",[380,819,397],{},"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”。",[385,822,823,824,826,827,829,830,832,833,835,836,838,839,841],{},"“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。“",[411,825,157],{"href":725},"是",[411,828,5],{"href":413},"”，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”。",[380,831,397],{},"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，",[380,834,397],{},"人集中优势力量与资源于本业，由上到下踏实做事，用“",[411,837,10],{"href":431},"”保持企业的平稳运转和持续发展，以",[411,840,5],{"href":413},"与踏实稳步迈向二十一世纪。",[385,843,844,846,847,849,850,852,853,855,856,858,859,861,862,864,865,867,868,870,871,744,873,875,876,878,879,881],{},[380,845,382],{},"，江西人氏，发迹在广东，人称“阿段”。媒体看",[380,848,382],{},"，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",[380,851,382],{},"去的。而回顾",[380,854,382],{},"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",[380,857,393],{},"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",[380,860,397],{},"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”，“",[380,863,393],{},"”没有了霸气，“",[380,866,397],{},"”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",[380,869,393],{},"还是",[380,872,397],{},[380,874,382],{},"都以重视和擅长广告策划闻名。1996年，",[380,877,382],{},"在中央电视台拿了一块黄金时段的广告，价钱据说几乎是",[380,880,397],{},"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。",[385,883,884,885,887,888,890,891,893],{},"言归正传，真正的",[380,886,382],{},"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“",[411,889,5],{"href":413},"”、“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",[380,892,382],{},"最令人吃惊的。关于这一点，举两三例子，就不难发现。",[385,895,896,897,900,901,903,904,906,907,909,910,912,913,915],{},"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，",[380,898,899],{},"比尔·盖茨","就是典范。但",[380,902,382],{},"却不惜扼杀中国的",[380,905,899],{},"们的积极性，推行“",[411,908,30],{"href":571},"”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”。",[380,911,382],{},"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",[411,914,10],{"href":431},"的平常人。",[385,917,918,919,921],{},"所谓多元化发展，现在几乎成了一种时髦。但",[380,920,382],{},"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。",[385,923,924,925,927,928,930,931,933],{},"似乎当下企业界流行什么，",[380,926,382],{},"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",[380,929,382],{},"用广告托起一个“",[380,932,393],{},"”，才纷纷效仿的吗，你早该把道理跟大伙说明白呀。",[385,935,936,937,940,941,943,944,946,947,949,950,952],{},"一个保守、",[411,938,165],{"href":939},"\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，",[380,942,382],{},"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：",[411,945,5],{"href":413},"的企业家与天才的广告策划家。双重人格互动，以",[411,948,5],{"href":413},"为底，以大胆的、离奇的策划为辅，造就了",[380,951,382],{},"今天的成功。",[385,954,955,956,958,959,961,962,964,965,967,968,970,971,973,974,976,977,744,979,981,982,984,985,987,988,990,991,993,994,996],{},"什么是",[380,957,382],{},"恪守的",[411,960,5],{"href":413},"，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，",[380,963,393],{},"学习机的返修率一直控制在2%以内，以后的“",[380,966,397],{},"”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，",[411,969,5],{"href":413},"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，",[380,972,382],{},"离开",[380,975,393],{},"搞",[380,978,397],{},[380,980,393],{},"的中层几乎全部转至",[380,983,397],{},"门下。几个月内，几百名工人也离开",[380,986,393],{},"投奔",[380,989,397],{},"。所以",[380,992,382],{},"说“得人心者得市场，如何得人心，惟有",[411,995,5],{"href":413},"”。",[385,998,999,1000,1002,1003,1005,1006,1008,1009,1011,1012,1014,1015,1017,1018,1020,1021,1023,1024,1026,1027,1029,1030,1032,1033,1035,1036,1038],{},"当然做好一个企业，光有",[411,1001,5],{"href":413},"是不够的。有一点毋庸置疑，最终使",[380,1004,382],{},"从群雄并起的时局中后来者居上的，是他高人一等的",[411,1007,104],{"href":475},"意识。",[380,1010,382],{},"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，",[380,1013,393],{},"研制成功第一代电脑学习机，与此同步，由",[380,1016,382],{},"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，",[380,1019,393],{},"出了学习机”",[380,1022,393],{},"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",[380,1025,393],{},"”，一下子搔到了天下父母的痒处，明星效应使",[380,1028,393],{},"响彻天下。创建",[380,1031,397],{},"后，",[380,1034,382],{},"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，",[380,1037,397],{},"更是大手笔请来了国际巨星施瓦辛格。",[385,1040,1041,1043,1044,1046],{},[380,1042,382],{},"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，",[380,1045,382],{},"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。",[385,1048,1049,1050,1052,1053,1055,1056,1058],{},"在",[380,1051,382],{},"身上，人们发现一些东西奇怪地融合在一起。有人注意到",[380,1054,382],{},"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",[411,1057,5],{"href":413},"，这听起来像是废话，却是做企业最基本的东西。”",[385,1060,1061,1062,1064,1065,1067],{},"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",[380,1063,899],{},"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，",[380,1066,382],{},"却保持着沉默。",[385,1069,1070],{},"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？”",[385,1072,1073],{},"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”。",[385,1075,1076,1078,1079,1081,1082,744,1085,1088,1089,1092,1093,713,1098,1100,1101,1103],{},[380,1077,382],{},"认为他的“",[411,1080,5],{"href":413},"”有三层意思：",[380,1083,1084],{},"一是有多大能力做多大的事",[380,1086,1087],{},"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。",[380,1090,1091],{},"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”。",[380,1094,1095,1096],{},"第三层是底子：讲",[411,1097,157],{"href":725},[380,1099,382],{},"说：“讲",[411,1102,157],{"href":725},"是要付出代价的，我曾为一个承诺赔了1800万元。”",[385,1105,1106,1108,1109,1111],{},[380,1107,382],{},"的“",[411,1110,5],{"href":413},"”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”。",[385,1113,1114,1115,1117],{},"学习机是",[380,1116,382],{},"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“ 学习机”的东西。一台只卖200—300元，结果卖疯了。营销活动使段的天份绽露出来。段第一次将成龙请来为国内产品拍广告，道：“望子成龙是现成的，为什么不用？”段的创意搔到了天下父母的“痒处”。",[385,1119,1120,1121,1123,1124,1126,1127,551,1129,1131,1132,1134,1135,1137,1138,1140],{},"由于",[380,1122,393],{},"赢利不时被上属怡华集团抽走，",[380,1125,382],{},"做大企业的梦想受到现实的钳制，他向老板提出股份制的构想，没有结果。段等来等去等不及了，于是挂冠出走。",[380,1128,382],{},[411,1130,157],{"href":725},"在创办",[380,1133,397],{},"关键时刻起了作用，许多生意上的朋友都愿意投钱。原来的部下纷纷离开",[380,1136,393],{},"，聚到",[380,1139,397],{},"的旗下。",[385,1142,1143,1144,1146,1147,1149],{},"1996年，",[380,1145,382],{},"在中央台拿了一块黄金时段的广告，标价是8200多万元，当时有人说这是",[380,1148,397],{},"的“全部家当”，这一投是倾家荡产的一搏。",[385,1151,1152,1153,1155,1156,1158,1159,1161,1162,1164],{},"先做无绳电话。一个小男人蹲在马桶上，用",[380,1154,397],{},"无绳电话惬意地喊：“股市又升了噢”————人们笑着看完这则广告，充分认识到“无绳”的好处。两年之后，段的无绳电话市场占有份额全国第一。1997年底，VCD火得一塌糊涂，厂商们大赚了一把，同时将价格降下来。",[380,1157,397],{},"是一个迟到者，",[380,1160,382],{},"想了一个办法。在广告上以李连杰的“真功夫”对成龙的“好功夫”，搭当时“三巨头”之一爱多的便车。1998年央视投标，VCD广告闹革命，将黄金时段瓜分。但一年之后，原来赶集似的VCD广告似乎一夜之间销声匿迹，爱多倒下了后只剩三四家，而",[380,1163,397],{},"自然在大打广告，“笑到最后笑得最好。”",[385,1166,1167,1168,1170,1171,1173,1174,1176],{},"1999年中央台竞标，",[380,1169,382],{},"与乐百氏老总杨王强搞了一个“攻守同盟”，在规则之内纵横无忌。",[380,1172,397],{},"复读机热气腾腾地炒卖，教育部关于明年高考开始加英语听力的消息传来，对",[380,1175,397],{},"无疑是一大“利好”。",[385,1178,1179,1180,1182,1183,1185],{},"迄今为止，",[380,1181,382],{},"在他尝试过的领域内几乎都取得了成功，但他关于“",[411,1184,5],{"href":413},"”的理念从未改变。在扎实地打好基础、选好方向之后，段的脚步并不比任何人慢。",[385,1187,1188,1189,1191,1192,1194],{},"“世间自有公道，付出总有回报。说到不如做到，要做就做最好。”在阿段的车里，有这张CD，是广东的音乐人写给",[380,1190,397],{},"的歌，",[380,1193,382],{},"喜欢在开车时，放这首歌给自己听。",[385,1196,1197],{},"（全）",{"title":1199,"searchDepth":12,"depth":12,"links":1200},"",[],null,"段永平在人民大学分享本分经营、敢为天下后、焦点法则等企业理念，并与学生互动探讨创业、品牌与人生。","md",{},true,"\u002Fdao\u002Fspeeches\u002Fduanyongping-1999nianzuokerenmindaxuejingcaiwendashilu",{"title":182,"description":1202},"1999年做客人民大学精彩问答实录｜大道总纲","dao\u002Fspeeches\u002Fduanyongping-1999nianzuokerenmindaxuejingcaiwendashilu","35wmnRY2HpKSx3fUkWJAef2xE1zajxmZ6mCO9AlzpMQ","dao",1778608453833]