[{"data":1,"prerenderedAt":1780},["ShallowReactive",2],{"library-duanyongping-2000nianzaiyangshi-pinpaiyuchuanboguojiluntan-shangdeyanjiang":3,"library-sidebar-buffett":244,"library-sidebar-dao":1250,"library-sidebar-models":1548},{"id":4,"title":5,"body":6,"category":230,"date":231,"description":232,"extension":233,"meta":234,"navigation":235,"order":236,"path":237,"seo":238,"seoDescription":232,"seoTitle":239,"slug":240,"stem":241,"__hash__":242,"_collection":243},"dao\u002Fdao\u002Fspeeches\u002Fduanyongping-2000nianzaiyangshi-pinpaiyuchuanboguojiluntan-shangdeyanjiang.md","2000年在央视“品牌与传播国际论坛”上的演讲",{"type":7,"value":8,"toc":226},"minimark",[9,24,28,34,37,40,43,46,49,52,55,68,74,77,80,83,86,97,100,106,109,115,121,127,130,136,139,142,145,148,154,157,160,166,172,181,195,198,211,214,217,220],[10,11,13,17,18,23],"h1",{"id":12},"段永平2000年在央视品牌与传播国际论坛上的演讲",[14,15,16],"strong",{},"段永平","：2000年在央视“",[19,20,22],"a",{"href":21},"\u002Flibrary\u002Fpinpai","品牌","与传播国际论坛”上的演讲",[25,26,27],"p",{},"我首先想强调的是,我们是一个企业。我自己本身不是所谓的广告从业人员，更不是一个广告专业人士。广吿的播放是从1997年元旦在中央合开始的。我们很多产品从一开始进入市场，最后达到市场前列第一、第二名，大概花了两年左右的时间。",[25,29,30,31,33],{},"整个过程其实也是一个很好的建立",[19,32,22],{"href":21},"的过程。但是我想在这里强调的是，其实我很怕在广吿行业这种会上去讲广吿的东西。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。其实广吿只是在企业市场营销当中的一个环节而已。",[25,35,36],{},"大家千万不要以为有了广告就有了一切。一个企业要做好，有很多因素，包括从企业的核心价值观、企业的系统、战略、到领导风格，人力资源、核心竞争力等等各方面。广告只是你的经营技巧中的一个环节而已，如果太注重广告，不注意其他方面，企业往往是很难做好的。",[25,38,39],{},"所以这些年，大家可能也看到，我也看到报道说某某某拿了中央台的标王，所以就垮了。很多人都问我，你们当了标王怎么没垮？觉得你们早该完了怎么还不完？我觉得酒也好，我们同行的也好，如果大家认为它是因为广吿而出的问题，那一定是个误解，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吿上。",[25,41,42],{},"我简单介绍一下我们公司产品的大类。",[25,44,45],{},"我想在座的如果生活在中国大陆，多少会知道一些。主要是三个大类，一个是AV产品这一类，主要产品有VCD、DVD和家庭影院；第二大类主要是通讯类，主要是电话机，包括无绳电话和普通电话；还有第三大类是复读机，也可以叫做语言学习机吧。我们这三大类产品目前在国内的排名其实都应该是第一的。产品里有些小类有差别。比方说：家庭影院我们其实不算第一，我们大概在第二、第三位。因为我们做的比较晚，我们大概是从去年才开始做的，预计可能到明年的年初或年中，我们才有可能会排到前两位。",[25,47,48],{},"下面我想简单说一下我们公司对广告的理解。",[25,50,51],{},"广吿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，也就是受众。经常有人问我：你是不是特别喜欢做名人广告？我觉得这是个误解。按照我个人和我们整个团队的理解，其实名不名人并不重要，重要的是你如何提高广告投放的效率，如果名人可以提高效率，那你就可以用名人。",[25,53,54],{},"所谓的效率就是所谓的性能价格比，就是你的投放成本跟你的收视率、到达率的整个综合考虑。像我们的广吿，在座的如果看过的话也知道，我们有些是名人广告。",[25,56,57,58,61,62,64,65,67],{},"我记得最早在“",[14,59,60],{},"小霸王","”的时候，我们就用了成龙。我不记得在座的有多少人还记得当年的“望子成龙",[14,63,60],{},"”这个广告，可怜天下父母心心，望子成龙",[14,66,60],{},"，那是我们用的最早的所谓名人广告，效果非常好。小霸上真正意义上建立知名度，巩固知名度就是从成龙的广告打了一段时间以后。",[25,69,70,73],{},[14,71,72],{},"步步高","，我们用过像李连杰、施瓦辛格、张惠妹，最近我们在复读机和DVD两个产品里头用的是周星驰。我们做的所有这 一切都是为了提高投放效率，在无绳电店里头，最早我们用的其实就不是名人，但“很不幸”的是他后来成为名人了。这个也是比较有意思的。我觉得有很多广告，可能大家对我们初始的创意不是很明白。我不知道在座有多少见过我们无绳电话最早从 ''股市又升了”，后来播的“小丽啊......”还有一个广告后来被中央台给枪毙了，就是 “情书是我写的，玫瑰是我送的，照片是我拿的？”我们整个创意是想让消费者体会到如果没有无绳电话，你就有很多不方便的地方。你不方便的时候就觉得很尴尬。所以就想了这样的一个场景，正好他上洗手间的时候电话响了，又没办法接，搞得很尴尬。",[25,75,76],{},"所以选一个人或者演员要从里到外看起来都是有些尴尬的人，结果后来很意外地我发现，很多人都选他，就是我们用的那个演员，我就没搞明白他们的尴尬在哪里。我们是觉得你要是不用我们的无绳电话你可能会尴尬。我们最早的广告就叫“尴怆 篇”，所以这个也是。",[25,78,79],{},"如果要做全国消费品市场的话，我们的体会是中央台是最好的媒体之一。",[25,81,82],{},"为什么这样讲呢？可能大家也知道，我觉得全国最大的广告主，我没有准确的统计，可能是宝洁。我看到宝洁的广告的确是无孔不入，从地方台到中央台，它都有投放。它这样投放效果当然是很好，但是它的花费相对来讲会比较多。但是像我们这样的企业，尤其是在初期的情况下，我们不可能花得起这么多钱。",[25,84,85],{},"所以很多人说中央台的广告那么贵，为什么你反而只投中央台。我说对，我个人的理解因为它贵，所以它值。就是说可以集中整个力量放到中央台。这个时间很短，可能是一年，最多是两年，只要你能维持，你的产品的知名度基本上就可以在全国范围内建立起来。当然你的产品知名度建立起来了，而产品不行的话，那会死得更快的。",[25,87,88,89,91,92,96],{},"当年我在中央台参加投标的时候，有一个企业在中央台投了几个亿。那时候 我就跟我的一个同事说，他投得很精明，在当时那种情况下，他可以迅速地把它的",[19,90,22],{"href":21},"知名度建立起来。我本人不喝酒，我就问我那个同事：这个XX酒好不好喝？他说这酒可难喝了。这话我就说到这里为止，因为我也不知道好不好喝。如果要是这酒难喝的活，那它就危险了！如果你的产品不行，",[93,94,95],"em",{},"大","家不喜欢喝的话，你的知名度越高，可能对企业的伤害就会越大。不过后来的确看到，也就是那一年下来，那个企业看到了不愿看到的后果。",[25,98,99],{},"作为我们来讲，一般来说是选择中央台比较黄金的时段来投放的。因为大家知道中央台本身有很多个台，时段又比较多，到底哪些收视率比较高，哪些能够针对你的消费群，这个就比较有讲究。而且中国，尤其是前些年，一个比较大的问题就是很难拿到准确的收视数据，不管是中立的调查公司提供的数据也好，还是央视索福瑞提供的数据也好，都很谁让我们 觉得很信服。那个时候我们还必须自己去做相关的调研，是比较悬的。我觉得现在比那个时候要好多。数据比那个时候要准确。那个时候的数据你一看就觉得有很大的问题。所以那个时候投广吿，我们调研的结果就是一定要到中央台最黄金时段去投。",[25,101,102,103,105],{},"我还有一个比较深刻的体会，是在经营过程中体会出来的。广告并不完全是做给消费者看的。让消费者看到当然很重要，但还有一部分是做给客户看，做给你的零售商、经销商看，甚至还要做给你的员工看。尤其是做一个新的产品，一个新的",[19,104,22],{"href":21},"的时候，你想要推广出去，市场上必须有人卖。你的经销商全国各地都有，他们如果看不到你的广告，就不敢出你的货，不敢出你的货就不会推你的产品。而作为员工，如果看不到自己公司的广告，就会渐渐地对企业失去信心。所以，在这一点上我们一直都比较重视。",[25,107,108],{},"给员工看其实也是有很大的作用。但是给员工看就不需要特别的时段。当然在一些特殊的时候发挥的作用就比较大。比如说在中央电视台春节联欢晚会，我觉得印象比较深的是，春节晚会除了给消费者看，给客户看，其实给员工看的鼓励作用也是非常大的。因为像我们这种公司的员工遍布全国各地，尤其是在逢年过节的时候，很多人还回不了家，大家一看春节晚会，一看到我们的广告，家里人都挺高兴的，说我们小孩在这个公司上班，这公司的确不错。有时候我想就是花这点钱去做团队，效果可以说也是非常好。",[25,110,111,112,114],{},"我们公司是1997年开始在中央电视台投放的。这里面有些小故事可以讲，就是说我本人原来是在",[14,113,60],{},"工作，在1995年年底离了。离开的时候我对原来的老板有个承诺，说一年之内我不会在国内竞争同类产品的市场。这种承诺完全是口头的，因为国内也没有这种行规。但我自己觉得总得空一个时间，我跟我的老板征求过意见，问他觉得一年够不够。他说一年足够了，我说那就一年吧。",[25,116,117,118,120],{},"所以为什么我们从1995年年底建立这家公司，到1997年才幵始做国内市场呢？是有这么一个故事。1997年投的中央电视台的标，是1996年年底的1996年11月8号，第一次投的，我记得当时投的是一个5秒标版。全年广告是8123万4567元8毛9分钱，叫81.234567.89。我们当时投这个是为重新建立一个新的",[19,119,22],{"href":21},"，我们整个团队对经营企业还是有很多体会和经验的。",[25,122,123,124,126],{},"过去做",[14,125,60],{},"的时候，也做的比较成功。面对你的供应南，你的客户，自己的员工，你如何发出一个很强烈的信号，告诉大家“我们又重新开始了”，我当时感觉比较困难，你怎么说大家都觉得好像还没有开始，后来我就想出来投标。一开始对员工的激励作用非常大，是一个非常强烈的信号，每一个神经末梢都能感觉得到。我们的客户、我们的基础员工，甚至包括我们的基层客户，大家都知道我们这个公司要启动了！",[25,128,129],{},"当时我们的实力其实是非常弱的，我们拿出了公司非常大一部分资金投在中央台。当然这个只是辅助作用，作为我们的策略来讲，我们第一年的目标非常简单，就是提高消费者对我们的认知度，包括基层客户对我们的认知和认同度。在这个时候我们想出来的就是中央电视台的五秒标版，五秒标版在1997年的时候收视率是非常不错的，当然现在也不低，但是我们现在用的比较少了，原因就是五秒标版这种广吿拿来做知名度是不错的，但要传达更多的信息就不行了。",[25,131,132,133,135],{},"我们当时选的是第一条，就是气象预报一结束，第一条出来的就是我们的产品。我记得我们产品打的就是学习机的产品，叫做八百元买电脑，免费学电脑，",[14,134,72],{},"学生电脑，就是相当于电脑学习机这样一个东西。投了一段时间再改成电话，后来改成VCD。我觉得五秒这种形式，对于短期之内建立知名度是有效果的，但是它的缺点是由于时间太短，对产品认知度的建立还是困难的。你的产品到底怎么样，你的产品给大家带来的感觉形象，产品的功能，产品的品质，你的这种整体的感觉到底是怎么回事，通过五秒就很难表达出来。",[25,137,138],{},"所以我们从1999年开始，就转入了15秒以上的广告了。在那以后我们用5秒广告就非常少，但是偶尔还会用，包括一些提示性的广告。15秒的比较贵，往往15秒的比5秒的收视率还低，现在复读机在旺季前我们还是会用到中央台的5秒，这是我们的一种对于5秒和15秒广告的理解。",[25,140,141],{},"在中央台的投放我们有过几个有意思的事情。抓住一些机会，我们这些年其实有不少。这个图表里有。一开始5秒标版抢的是它比较好的一个段位。到第二年正好有一个大江截流，为什么我们做这个呢？因为大江截流那个广告正好是在白天和星期天。所以中央台报的价格是按星期天报的。星期天白天价格很低，但是大江截流，中央台也好，其他媒体也好，做了非常多的宣传。",[25,143,144],{},"所以我们马上发现其实这个时段的收视率一定会非常高。但是它的价格还是按平常时段收的。整个大江截流期间，我记得平时是两分钟的广告，我们就跑过去说，我们把这两分钟的广告全部买断了，买断的话好像当时是70多万。再扣掉广告代理费，大概只有50多万，可能是10倍以上的价值。",[25,146,147],{},"我们当时很需要提高企业及产品知名度，广告对我们在短时间内的帮助还是很大的。很有意思的是，中央电视台可能也很快认识到了这一点，所以它后来又加了一分钟，加了一条别人的广告。所以整个大江截流期间，很多人看过以后都问我，这个大江截流是不是你们赞助的？我说那个有点玩笑，大江截流我们绝对赞助不起，那不是我们能能干得了的事。但是从这个转播现场的情況来看，包括收视率的统计，总体来说还是非常不错的。",[25,149,150,151,153],{},"当然这一点我们很早就意识到了。当时我还在",[14,152,60],{},"的时候，中央电视台播《三国演义》时我们就开始指定广告播出位置，那时很多人还不理解，没人和我抢。后来有人和我抢，那我就加价，加个百分之五，或者百分之十。现在A特段最贵的指定位置可能要加到百分之五十，但还是有人愿意指定。我觉得对央视投放策略理解越深、做广告时间越长的人，抢这个段位指定广告位置抢得就越厉害。",[25,155,156],{},"我们碰得最多得是经常跟哇哈哈打起来，这样下去中央台得益了，我们两家吃亏了。我跟哇哈哈说我们能不能有点协议啊？反正中央台也没办法限制我们有协议对吧。当然企业中间要达成很好的协议也不太容易，我跟哇哈哈还算是不错了，彼此都有一定的信任度，所以我们前年投标得时候就碰到过，我想，费半天劲整个就是给郭振华打工了！我想还是算了吧。",[25,158,159],{},"郭是中央电视台广告部主任，我就开始放了，第一个单元放了，第二个单元放了，总觉得这么放我也拿不到，哇哈哈老总也不知道，这个也很麻烦，正好我出去想抽根烟。哇哈哈老总也出去抽烟，我就走过去跟他说，哎，我争不过你啊！他就嘿嘿一笑，觉得自己很得意，我就跟他说你也不能都要啊。我一争你也吃亏，我不争我吃亏，他说那你说怎么着？我说你最后一个段位要不要？他说那好，整个段位我就让给你，不跟你争了。记得那年我们的出价是1403万，最后的成交价就是1403万，但是第二名得好像都是1420多，当然郭振华听到了可能会不高兴了。",[25,161,162,163,165],{},"当然，我主要讲的就是我们一些投放的经历。对于广告，自有专家评说，",[14,164,72],{},"公司的理解更多地来自于市场操作的实践。如果要做全国消费品市场的话，不投中央电视台，这个目标肯定是很难实现的。如果划分到单位成本，会发现中央电视台其实是一个最便宜的媒体。",[25,167,168,169,171],{},"虽然它的绝对价格比较贵，但是它的覆盖面和收视率是最大的，所以它值。要在全国范围的市场达到同样的效果，中央台应该是最好的。我们自己也曾经大致地计算过，如果进行全国性的投放，在到达率一定的情况下要达到一样预期的效果，与在全国其他所有省市电视台投放相比较，在中央台投放的费用只是在其他地方台投放费用的1\u002F2到1\u002F3。一些国际大",[19,170,22],{"href":21},"，如宝洁等，除了在中央电视台投放部分广告外，在全国各地电视台也都投放广告。",[25,173,174,175,177,178,180],{},"但是，作为中国本土企业，在媒介投放预算不是很充足的情况下，要想初期迅速建立市场，树立",[19,176,22],{"href":21},"和持续维护",[19,179,22],{"href":21},"，性价比最理想的应首推中央电视台。",[25,182,183,184,187,188,187,191,194],{},"借用作家王朔的一句话:\"有钱不是万能的，但没钱万万不能。”可以说，",[14,185,186],{},"做消费产品市场","，",[14,189,190],{},"广告绝对不是万能的",[14,192,193],{},"但没有广告是万万不能的","。而要做全国性消费品市场，中央电视台不是万能的，但没有中央电视台是万万不能的。我相信大家也会有这样的体会。如果仅仅投放地方台，而不投放中央台，很多年都很难建立一个整体的、有实力的形象，消费者对产品的认同感相对就会落后，广告成本加上时间成本，实际上是很不划算的。",[25,196,197],{},"在中央电视台的广告投放会首先为产品界定一个竞争层面，也就是说投放央视，在产品的档次上我们就首先有了一个比较高的位置。即使是同样的收视率，如果在一个什么广告都接受的电视台做和在中央电视台做，作为一个消费者的感受是完全不一样的。广告对消费者的冲击力度也好，产生的影响也好，中央电视台的价值都是巨大的。",[25,199,200,201,187,204,187,207,210],{},"中央台的频道有很多，栏目也很多，选择在哪个频道、时段投放是个很重要的问题。我们企业每年都投广告，一般都选择黄金时段，",[14,202,203],{},"黄金时段的价格肯定最贵",[14,205,206],{},"但往往价格最贵的实际上是最便宜的",[14,208,209],{},"最便宜的广告也许是最贵的","。收视率牵涉到千人成本，往往价位最高的广告时段，按千人成本计算下来是最便宜的。根据看到的数据比较，仔细地计算分析，大多数情况都是这样。",[25,212,213],{},"此外，产品在广告段位的指定位置也是很重要的。同样的时段，第一条或者是倒数第一条，其价值都比中间的广告大。一个最简单的例子，中央台A特段播约三分钟的广告，在三分钟的广告里，假设你一直认真在看，越前面的越容易记住。倒数第一条也很容易记住，因为广告一结束，《焦点访谈》就开始了，这是记忆的联想的效果。",[25,215,216],{},"另外值得说明的是，将费用投在一个时段，消费群体较固定，常常需要在其它的非黄金时段补一些时间，在这方面中央台做得比较好，在中央台投标黄金段后，还有一个补差的优惠，补差在非黄金段位。你要单独买的话还是很贵，但在补差时就很便宜了。这样无论是在消费者，在经销商，还是在员工看来，你除了投标黄金时段外，还在中央台其他段位投放了大量的广告，收视到达率提高许多，消费者对产品的信任度和对企业的信赖度也大大提髙。",[25,218,219],{},"本土企业借助于中央台取得的成功，近年来让一些跨国公司也逐渐重视中央电视台了。而本土广告公司在代理本土企业运作央视黄金时段招标的经验，也让一些跨国公司在投放广告时开始重视本土的广告公司了。4A公司很重视数据，对于数据，我认为除了相信外，一定还要对数据的本质和它的背景作详细分析，而不是简单写一个报告就可以交差了事。",[25,221,222,223,225],{},"几年来的投标体会很多，但要用一句话来概括，我还是那句话：要做全国性消费",[19,224,22],{"href":21},"，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",{"title":227,"searchDepth":228,"depth":228,"links":229},"",2,[],"访谈实录",null,"段永平分享在央视投放广告的实战经验，强调广告只是经营环节之一，产品品质才是品牌根基。","md",{},true,104,"\u002Fdao\u002Fspeeches\u002Fduanyongping-2000nianzaiyangshi-pinpaiyuchuanboguojiluntan-shangdeyanjiang",{"title":5,"description":232},"2000年在央视“品牌与传播国际论坛”上的演讲｜大道总纲","duanyongping-2000nianzaiyangshi-pinpaiyuchuanboguojiluntan-shangdeyanjiang","dao\u002Fspeeches\u002Fduanyongping-2000nianzaiyangshi-pinpaiyuchuanboguojiluntan-shangdeyanjiang","bHxf76F9wFFPpjKijUuw9xVvLUIE6m1F3xs5mrEhMUs","dao",[245,250,254,258,261,264,267,271,274,277,281,284,287,291,294,297,301,304,307,311,314,317,321,324,327,331,334,337,341,344,347,351,354,357,361,364,367,371,374,377,381,384,387,391,394,397,401,404,407,411,414,417,421,424,427,432,435,438,442,445,448,452,455,458,462,465,468,472,475,478,482,485,488,492,495,498,502,505,508,512,515,518,522,525,528,532,535,538,542,545,548,552,555,558,562,565,568,572,575,578,582,585,589,592,596,599,603,606,610,613,617,620,624,627,631,634,638,641,645,648,652,655,659,662,666,669,673,676,680,683,687,690,694,697,701,704,708,711,715,718,722,725,729,732,736,739,743,746,750,753,757,760,764,767,771,774,778,781,785,788,792,795,799,802,806,809,813,816,820,823,827,830,834,837,841,844,848,851,855,858,862,865,869,872,876,879,883,886,890,893,897,900,904,907,911,914,918,921,925,928,932,935,939,942,946,949,953,956,960,963,967,970,974,977,981,984,988,991,995,998,1002,1005,1009,1012,1016,1019,1023,1026,1030,1033,1037,1040,1044,1047,1051,1055,1059,1062,1066,1070,1074,1078,1082,1086,1090,1094,1098,1102,1106,1110,1114,1118,1122,1126,1130,1134,1138,1142,1146,1150,1154,1158,1162,1166,1170,1174,1178,1182,1186,1190,1194,1198,1202,1206,1210,1214,1218,1222,1226,1230,1234,1238,1242,1246],{"title":246,"slug":247,"category":248,"order":249},"1956 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巴菲特致股东信","1973-ba-fei-te-zhi-gu-dong-xin",44,{"title":653,"slug":654,"category":253,"order":651},"巴菲特：2003年内布拉斯加大学 林肯分校--领导力课程演讲","ba-fei-te-2003nian-nei-bu-la-si-jia-da-xue-lin-ken-fen-xiao-ling-dao-li-ke-cheng-yan-jiang",{"title":656,"slug":657,"category":430,"order":658},"1974 巴菲特致股东信","1974-ba-fei-te-zhi-gu-dong-xin",45,{"title":660,"slug":661,"category":253,"order":658},"巴菲特：2003年对话沃顿商学院学生","ba-fei-te-2003nian-dui-hua-wo-dun-shang-xue-yuan-xue-sheng",{"title":663,"slug":664,"category":430,"order":665},"1975 巴菲特致股东信","1975-ba-fei-te-zhi-gu-dong-xin",46,{"title":667,"slug":668,"category":253,"order":665},"巴菲特：2003年对话田纳西大学学生","ba-fei-te-2003nian-dui-hua-tian-na-xi-da-xue-xue-sheng",{"title":670,"slug":671,"category":430,"order":672},"1976 巴菲特致股东信","1976-ba-fei-te-zhi-gu-dong-xin",47,{"title":674,"slug":675,"category":253,"order":672},"巴菲特：2003年我为什么不看好美元","ba-fei-te-2003nian-wo-wei-shi-me-bu-kan-hao-mei-yuan",{"title":677,"slug":678,"category":430,"order":679},"1977 巴菲特致股东信","1977-ba-fei-te-zhi-gu-dong-xin",48,{"title":681,"slug":682,"category":253,"order":679},"巴菲特：2003年沃伦在担心什么","ba-fei-te-2003nian-wo-lun-zai-dan-xin-shi-me",{"title":684,"slug":685,"category":430,"order":686},"1978 巴菲特致股东信","1978-ba-fei-te-zhi-gu-dong-xin",49,{"title":688,"slug":689,"category":253,"order":686},"巴菲特：2003年股息巫术","ba-fei-te-2003nian-gu-xi-wu-shu",{"title":691,"slug":692,"category":430,"order":693},"1979 巴菲特致股东信","1979-ba-fei-te-zhi-gu-dong-xin",50,{"title":695,"slug":696,"category":253,"order":693},"巴菲特：2004年与塔克商学院学生对谈","ba-fei-te-2004nian-yu-ta-ke-shang-xue-yuan-xue-sheng-dui-tan",{"title":698,"slug":699,"category":430,"order":700},"1980 巴菲特致股东信","1980-ba-fei-te-zhi-gu-dong-xin",51,{"title":702,"slug":703,"category":253,"order":700},"巴菲特：2004年专访苏珊·巴菲特","ba-fei-te-2004nian-zhuan-fang-su-shan-ba-fei-te",{"title":705,"slug":706,"category":430,"order":707},"1981 巴菲特致股东信","1981-ba-fei-te-zhi-gu-dong-xin",52,{"title":709,"slug":710,"category":253,"order":707},"巴菲特：2004年对话奥奎尔俱乐部","ba-fei-te-2004nian-dui-hua-ao-kui-er-ju-le-bu",{"title":712,"slug":713,"category":430,"order":714},"1982 巴菲特致股东信","1982-ba-fei-te-zhi-gu-dong-xin",53,{"title":716,"slug":717,"category":253,"order":714},"巴菲特：2004年对话沃顿商学院学生","ba-fei-te-2004nian-dui-hua-wo-dun-shang-xue-yuan-xue-sheng",{"title":719,"slug":720,"category":430,"order":721},"1983 巴菲特致股东信","1983-ba-fei-te-zhi-gu-dong-xin",54,{"title":723,"slug":724,"category":253,"order":721},"巴菲特：2004年模糊数学与股票期权","ba-fei-te-2004nian-mo-hu-shu-xue-yu-gu-piao-qi-quan",{"title":726,"slug":727,"category":430,"order":728},"1984 巴菲特致股东信","1984-ba-fei-te-zhi-gu-dong-xin",55,{"title":730,"slug":731,"category":253,"order":728},"巴菲特：2005年加州大学问答纪要","ba-fei-te-2005nian-jia-zhou-da-xue-luo-shan-ji-fen-xiao-an-de-sen-guan-li-xue-yuan-nan-jia-zhou-da-xue-ma-xie-er-shang-xue-yuan-wen-da-ji-yao",{"title":733,"slug":734,"category":430,"order":735},"1985 巴菲特致股东信","1985-ba-fei-te-zhi-gu-dong-xin",56,{"title":737,"slug":738,"category":253,"order":735},"巴菲特：2005年与塔克商学院学生对谈","ba-fei-te-2005nian-yu-ta-ke-shang-xue-yuan-xue-sheng-dui-tan",{"title":740,"slug":741,"category":430,"order":742},"1986 巴菲特致股东信","1986-ba-fei-te-zhi-gu-dong-xin",57,{"title":744,"slug":745,"category":253,"order":742},"巴菲特：2005年回忆进入证券行业","ba-fei-te-2005nian-hui-yi-jin-ru-zheng-quan-xing-ye",{"title":747,"slug":748,"category":430,"order":749},"1987 巴菲特致股东信","1987-ba-fei-te-zhi-gu-dong-xin",58,{"title":751,"slug":752,"category":253,"order":749},"巴菲特：2005年对话内布拉斯加大学学生","ba-fei-te-2005nian-dui-hua-nei-bu-la-si-jia-da-xue-xue-sheng",{"title":754,"slug":755,"category":430,"order":756},"1988 巴菲特致股东信","1988-ba-fei-te-zhi-gu-dong-xin",59,{"title":758,"slug":759,"category":253,"order":756},"巴菲特：2005年对话堪萨斯大学学生","ba-fei-te-2005nian-dui-hua-kan-sa-si-da-xue-xue-sheng",{"title":761,"slug":762,"category":430,"order":763},"1989 巴菲特致股东信","1989-ba-fei-te-zhi-gu-dong-xin",60,{"title":765,"slug":766,"category":253,"order":763},"巴菲特：2005年对话范德比尔特大学学生","ba-fei-te-2005nian-dui-hua-fan-de-bi-er-te-da-xue-xue-sheng",{"title":768,"slug":769,"category":430,"order":770},"1990 巴菲特致股东信","1990-ba-fei-te-zhi-gu-dong-xin",61,{"title":772,"slug":773,"category":253,"order":770},"巴菲特：2006年与沃顿商学院学生问答","ba-fei-te-2006nian-yu-wo-dun-shang-xue-yuan-xue-sheng-wen-da",{"title":775,"slug":776,"category":430,"order":777},"1991 巴菲特致股东信","1991-ba-fei-te-zhi-gu-dong-xin",62,{"title":779,"slug":780,"category":253,"order":777},"巴菲特：2006年巴菲特慈善捐赠专访","ba-fei-te-2006nian-ba-fei-te-ci-shan-juan-zeng-zhuan-fang",{"title":782,"slug":783,"category":430,"order":784},"1992 巴菲特致股东信","1992-ba-fei-te-zhi-gu-dong-xin",63,{"title":786,"slug":787,"category":253,"order":784},"巴菲特：2006年慈善捐赠承诺","ba-fei-te-2006nian-ci-shan-juan-zeng-cheng-nuo",{"title":789,"slug":790,"category":430,"order":791},"1993 巴菲特致股东信","1993-ba-fei-te-zhi-gu-dong-xin",64,{"title":793,"slug":794,"category":253,"order":791},"巴菲特：2006年我为什么慷慨解囊","ba-fei-te-2006nian-wo-wei-shi-me-kang-kai-jie-nang",{"title":796,"slug":797,"category":430,"order":798},"1994 巴菲特致股东信","1994-ba-fei-te-zhi-gu-dong-xin",65,{"title":800,"slug":801,"category":253,"order":798},"巴菲特：2006年给全体经理人备忘录","ba-fei-te-2006nian-gei-quan-ti-jing-li-ren-bei-wang-lu",{"title":803,"slug":804,"category":430,"order":805},"1995 巴菲特致股东信","1995-ba-fei-te-zhi-gu-dong-xin",66,{"title":807,"slug":808,"category":253,"order":805},"巴菲特：2007年11月和比尔·盖茨、大学生对话实录（节目《富豪面对面》）","ba-fei-te-2007nian-11yue-he-bi-er-gai-ci-da-xue-sheng-dui-hua-shi-lu-jie-mu-fu-hao-mian-dui-mian",{"title":810,"slug":811,"category":430,"order":812},"1996 巴菲特致股东信","1996-ba-fei-te-zhi-gu-dong-xin",67,{"title":814,"slug":815,"category":253,"order":812},"巴菲特：2007年对话佐治亚大学学生","ba-fei-te-2007nian-dui-hua-zuo-zhi-ya-da-xue-xue-sheng",{"title":817,"slug":818,"category":430,"order":819},"1997 巴菲特致股东信","1997-ba-fei-te-zhi-gu-dong-xin",68,{"title":821,"slug":822,"category":253,"order":819},"巴菲特：2007年巴菲特接见Dardashti","ba-fei-te-2007nian-ba-fei-te-jie-jian-dardashti",{"title":824,"slug":825,"category":430,"order":826},"1998 巴菲特致股东信","1998-ba-fei-te-zhi-gu-dong-xin",69,{"title":828,"slug":829,"category":253,"order":826},"巴菲特：2007年接受央视专访","ba-fei-te-2007nian-jie-shou-yang-shi-zhuan-fang",{"title":831,"slug":832,"category":430,"order":833},"1999 巴菲特致股东信","1999-ba-fei-te-zhi-gu-dong-xin",70,{"title":835,"slug":836,"category":253,"order":833},"巴菲特：2007年接受欧洲MBA学生专访（珍贵精彩实录）","ba-fei-te-2007nian-jie-shou-ou-zhou-mbaxue-sheng-zhuan-fang-zhen-gui-jing-cai-shi-lu",{"title":838,"slug":839,"category":430,"order":840},"2000 巴菲特致股东信","2000-ba-fei-te-zhi-gu-dong-xin",71,{"title":842,"slug":843,"category":253,"order":840},"巴菲特：2007年查理罗斯专访","ba-fei-te-2007nian-cha-li-luo-si-zhuan-fang",{"title":845,"slug":846,"category":430,"order":847},"2001 巴菲特致股东信","2001-ba-fei-te-zhi-gu-dong-xin",72,{"title":849,"slug":850,"category":253,"order":847},"巴菲特：2008年21 世纪经济领导者采访","ba-fei-te-2008nian-21-shi-ji-jing-ji-ling-dao-zhe-cai-fang",{"title":852,"slug":853,"category":430,"order":854},"2002 巴菲特致股东信","2002-ba-fei-te-zhi-gu-dong-xin",73,{"title":856,"slug":857,"category":253,"order":854},"巴菲特：2008年买入美国正当时","ba-fei-te-2008nian-mai-ru-mei-guo-zheng-dang-shi",{"title":859,"slug":860,"category":430,"order":861},"2003 巴菲特致股东信","2003-ba-fei-te-zhi-gu-dong-xin",74,{"title":863,"slug":864,"category":253,"order":861},"巴菲特：2008年对话IVEY 商学院学生","ba-fei-te-2008nian-dui-hua-ivey-shang-xue-yuan-xue-sheng",{"title":866,"slug":867,"category":430,"order":868},"2004 巴菲特致股东信","2004-ba-fei-te-zhi-gu-dong-xin",75,{"title":870,"slug":871,"category":253,"order":868},"巴菲特：2008年对话商学院学生","ba-fei-te-2008nian-dui-hua-shang-xue-yuan-xue-sheng",{"title":873,"slug":874,"category":430,"order":875},"2005 巴菲特致股东信","2005-ba-fei-te-zhi-gu-dong-xin",76,{"title":877,"slug":878,"category":253,"order":875},"巴菲特：2008年对话瑞士洛桑国际管理学院","ba-fei-te-2008nian-dui-hua-rui-shi-luo-sang-guo-ji-guan-li-xue-yuan",{"title":880,"slug":881,"category":430,"order":882},"2006 巴菲特致股东信","2006-ba-fei-te-zhi-gu-dong-xin",77,{"title":884,"slug":885,"category":253,"order":882},"巴菲特：2008年怀念恩师格雷厄姆","ba-fei-te-2008nian-huai-nian-en-shi-ge-lei-e-mu",{"title":887,"slug":888,"category":430,"order":889},"2007 巴菲特致股东信","2007-ba-fei-te-zhi-gu-dong-xin",78,{"title":891,"slug":892,"category":253,"order":889},"巴菲特：2008年给保尔森的信","ba-fei-te-2008nian-gei-bao-er-sen-de-xin",{"title":894,"slug":895,"category":430,"order":896},"2008 巴菲特致股东信","2008-ba-fei-te-zhi-gu-dong-xin",79,{"title":898,"slug":899,"category":253,"order":896},"巴菲特：2008年解析经济危机","ba-fei-te-2008nian-jie-xi-jing-ji-wei-ji",{"title":901,"slug":902,"category":430,"order":903},"2009 巴菲特致股东信","2009-ba-fei-te-zhi-gu-dong-xin",80,{"title":905,"slug":906,"category":253,"order":903},"巴菲特：2008年财富杂志：沃伦之思","ba-fei-te-2008nian-cai-fu-za-zhi-wo-lun-zhi-si",{"title":908,"slug":909,"category":430,"order":910},"2010 巴菲特致股东信","2010-ba-fei-te-zhi-gu-dong-xin",81,{"title":912,"slug":913,"category":253,"order":910},"巴菲特：2009年CNBC 专访","ba-fei-te-2009nian-cnbc-zhuan-fang",{"title":915,"slug":916,"category":430,"order":917},"2011 巴菲特致股东信","2011-ba-fei-te-zhi-gu-dong-xin",82,{"title":919,"slug":920,"category":253,"order":917},"巴菲特：2009年对话六所商学院学生","ba-fei-te-2009nian-dui-hua-liu-suo-shang-xue-yuan-xue-sheng",{"title":922,"slug":923,"category":430,"order":924},"2012 巴菲特致股东信","2012-ba-fei-te-zhi-gu-dong-xin",83,{"title":926,"slug":927,"category":253,"order":924},"巴菲特：2009年对话哥大商学院学生","ba-fei-te-2009nian-dui-hua-ge-da-shang-xue-yuan-xue-sheng",{"title":929,"slug":930,"category":430,"order":931},"2013 巴菲特致股东信","2013-ba-fei-te-zhi-gu-dong-xin",84,{"title":933,"slug":934,"category":253,"order":931},"巴菲特：2009年恐慌是会传染的，我们必须做点什么","ba-fei-te-2009nian-kong-huang-shi-hui-chuan-ran-de-wo-men-bi-xu-zuo-dian-shi-me",{"title":936,"slug":937,"category":430,"order":938},"2014 伯克希尔的过去现在与未来","2014-bo-ke-xi-er-de-guo-qu-xian-zai-yu-wei-lai",85,{"title":940,"slug":941,"category":253,"order":938},"巴菲特：2009年收购BNSF 铁路","ba-fei-te-2009nian-shou-gou-bnsf-tie-lu",{"title":943,"slug":944,"category":430,"order":945},"2014 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