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产品永远比品牌更重要",[383,407,408],{},"段永平反复强调品牌的根基在于产品，而非广告：",[410,411,412],"blockquote",{},[383,413,414],{},"\"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）",[410,416,417],{},[383,418,419],{},"\"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）",[402,421,423],{"id":422},"_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",[383,425,426],{},"在2002年CCTV《卖点》栏目中，段永平给澳视投影机的建议中提到：",[410,428,429],{},[383,430,431],{},"\"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。\"",[402,433,435],{"id":434},"_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",[383,437,438],{},"2000年品牌论坛演讲中，段永平阐述了他对广告的理解：",[410,440,441],{},[383,442,443],{},"\"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。\"",[402,445,447],{"id":446},"_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",[383,449,450],{},"2009年浙大MBA分享时被问到企业家和品牌哪个更重要：",[410,452,453],{},[383,454,455,456,458],{},"\"品牌跟人是在一起的，",[387,457,389],{},"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。\"",[379,460,461],{"id":461},"实战案例",[402,463,465,467],{"id":464},"小霸王品牌的建立1989-1995年",[387,466,389],{},"品牌的建立（1989-1995年）",[383,469,470,471,473,474,476,477,481,482,484],{},"段永平在",[387,472,389],{},"期间，用成龙代言\"望子成龙",[387,475,389],{},"\"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",[478,479,128],"a",{"href":480},"\u002Fdanyichanpin","（学习机486B），",[387,483,389],{},"1995年的获利就和当时的海尔差不多。",[402,486,488,490],{"id":487},"步步高品牌的重新建设1995-2000年",[387,489,396],{},"品牌的重新建设（1995-2000年）",[383,492,493,494,496],{},"1997年段永平在央视以8123万4567元8毛9分钱投标，开始建立",[387,495,396],{},"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。",[402,498,500],{"id":499},"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）",[383,502,503],{},"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。",[402,505,506],{"id":506},"品牌国际化的务实态度",[383,508,509,510,513,514,517],{},"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",[387,511,512],{},"OPPO","和",[387,515,516],{},"vivo","在海外市场的成功也体现了这种稳扎稳打的思路。",[379,519,520],{"id":520},"常见误解",[402,522,524,525,527],{"id":523},"误解一步步高是靠广告做起来的","误解一：",[387,526,396],{},"是靠广告做起来的",[410,529,530],{},[383,531,532],{},"\"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）",[402,534,536],{"id":535},"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",[383,538,539],{},"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。",[402,541,543],{"id":542},"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",[410,545,546],{},[383,547,548],{},"\"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）",[379,550,551],{"id":551},"思想演变",[402,553,555],{"id":554},"_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",[383,557,558],{},"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。",[402,560,562],{"id":561},"_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",[383,564,565],{},"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。",[402,567,569],{"id":568},"_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",[383,571,572,573,513,575,577,578,513,581,584],{},"随着",[387,574,512],{},[387,576,516],{},"的发展，段永平更多谈论的是",[478,579,112],{"href":580},"\u002Fyonghutiyan",[478,582,34],{"href":583},"\u002Fxiaofeizhedaoxiang","，品牌成为用户导向的自然结果而非刻意追求的目标：",[410,586,587],{},[383,588,589,590,592],{},"\"我们追求的就是改善",[478,591,112],{"href":580},"，做出最好的产品，其他的都是水到渠成的事情。\"（2017年）",[379,594,595],{"id":595},"原话引用",[410,597,598],{},[383,599,600],{},"\"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）",[410,602,603],{},[383,604,605],{},"\"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）",[410,607,608],{},[383,609,610],{},"\"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）",[410,612,613],{},[383,614,615],{},"\"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）",[410,617,618],{},[383,619,455,620,622],{},[387,621,389],{},"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）",[410,624,625],{},[383,626,627,628,592],{},"\"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",[478,629,112],{"href":580},[410,631,632],{},[383,633,634],{},"\"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":636,"searchDepth":12,"depth":12,"links":637},"",[638,639,645,653,659,664],{"id":381,"depth":12,"text":381},{"id":400,"depth":12,"text":400,"children":640},[641,642,643,644],{"id":404,"depth":16,"text":405},{"id":422,"depth":16,"text":423},{"id":434,"depth":16,"text":435},{"id":446,"depth":16,"text":447},{"id":461,"depth":12,"text":461,"children":646},[647,649,651,652],{"id":464,"depth":16,"text":648},"小霸王品牌的建立（1989-1995年）",{"id":487,"depth":16,"text":650},"步步高品牌的重新建设（1995-2000年）",{"id":499,"depth":16,"text":500},{"id":506,"depth":16,"text":506},{"id":520,"depth":12,"text":520,"children":654},[655,657,658],{"id":523,"depth":16,"text":656},"误解一：步步高是靠广告做起来的",{"id":535,"depth":16,"text":536},{"id":542,"depth":16,"text":543},{"id":551,"depth":12,"text":551,"children":660},[661,662,663],{"id":554,"depth":16,"text":555},{"id":561,"depth":16,"text":562},{"id":568,"depth":16,"text":569},{"id":595,"depth":12,"text":595},null,"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":104,"description":666},"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｜大道总纲","dao\u002Fconcepts\u002Fpinpai","jticoCsCfZDu1_IzJsfkZcN8fPoHonNsvjCpkESDY5w","dao",1778608453646]