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10%，大概只有百分之几，为什么说它便宜？只要这条广告由于成龙的存在提高了百分之几的记忆度或者影响度或者好感度，你就已经是赚到了，你简单的评价一下，它一定是远远不止百分之几。",[388,480,481],{},"主持人：那么施瓦辛格呢？",[388,483,445,484,486],{},[380,485,382],{},"：**施瓦星格我觉得概念也是一样的，也是这个概念。",[388,488,489],{},"主持人：能不能透露一下您请施瓦星格花了多少美金，",[388,491,445,492,494],{},[380,493,382],{},"：**我们这个也算是过去了，因为在做的过程当中，大家承诺是不向外透露的，我们当时大概总共花了 250 万美金。",[388,496,497],{},"主持人：那我知道其实这里面有点故事，就是付了 250 万美金之后，这个故事没有完，后来还有点小曲折是吧？",[388,499,445,500,502],{},[380,501,382],{},"：**后来是这个广告播了大概两个多月就被停播了，为什么停播呢？是因为当时有观众给电视台反应，而且反应都非常强烈，说为什么用外国人做广告，而且在黄金时间播，电视台可能觉得有为难的地方，就不让我们播了。",[388,504,505],{},"主持人：他需要你更换这个广告内容？",[388,507,445,508,510,511,513],{},[380,509,382],{},"：**他不是更换，他是不让你用外国人做广告，其实后来还有很多",[396,512,104],{"href":398},"碰到类似的问题。 实际上你要非黄金时间也就算了，看的人就少，反映的也就少，",[388,515,516],{},"呼声就没有那么高，为什么会这样呢？这个我也不是很懂，其实本来是没有关系的一件事，但不让播，我们一点办法也没有。",[388,518,519,520,523],{},"我们说发生小插曲，这个给我们带来的损失非常大，因为我们整个计划都是两年，你要是不让播，我等于主流的广告",[396,521,116],{"href":522},"\u002Fqudao","没有了，这一下就变得很被动。你说的这个插曲，我想指的可能是我们后来跟斯瓦辛格稍微有点纠纷。",[388,525,526],{},"主持人：我知道像他们这种大的这种明星、巨星，他有个形象使用权，像您本来可能就是两年签的这样一个协议，那您刚才怎么会有一些纠纷这个怎么讲？",[388,528,445,529,531,532,535],{},[380,530,382],{},"：**其实这个也不是他们的问题，我们当时想的是，因为我们付款是付了一半，第一年付了 125 万，第二年再付 125 这样的，结果碰到这个情况就跟他商量我们后面的钱可不可以不付，因为我买的是你的形象，这个使用权我都没用，对吧？责任不在我，就跟他们谈，老美这个法制意识非常强，那合同上面我们没有说，我们只是授予你使用你买了我这个权利。当时开始的时候都是各考虑各的，他想你这个不能不给我，我觉得我没有买到任何东西，是这样一个概念，就是想商量。后来，我们去谈判的人也还是有一些强硬的地方，说反正就这种情况，对吧？对方因为主动权在你这，要么给你打官司，官司这个打起来不知道会打成什么样子，你到美国来告我，你很难告得倒，这也是实际情况，所以最后他也妥协地说那叫付一半或者诸如此类的这样的一个协议。但是我个人感觉就是觉得不太合适，有一样东西，就是我总觉得他们觉得我们在骗他，我总感觉他并不是真正了解到我这种情况。你像我们企业的宗旨一直是叫以诚为本，我就跟我们的人商量，说我觉得这好像不太符合我们的",[396,533,5],{"href":534},"\u002Fbenfen","。因为从这件事情的角度来讲，他没有犯任何错误，虽然我们也没有，是环境造成的一些客观、不可控的因素，所以这个损失应该是我们来承受。所以最后签字的时候我就跟他讲，他说已经合同都签好了就让我签字了。",[388,537,538],{},"主持人：钱减半？",[388,540,445,541,543,544,546],{},[380,542,382],{},"：**也没有减半，大概是付 6 成吧，就大概少付到三成多不到四成的样子。后来我在签字的时候我就想，我说我们讨论过就说算了，我说就还是照原合同执行就不少付了，他说你说什么? 你再说一遍，他那个那律师原来也是在上海工作过，是一个美国人叫郝山，我觉得他中文水平挺高的，当时也很意外，说你再说一遍，我告诉他为什么会做这个决策，没有什么特别的东西，我们自己觉得不合适，就是违背我",[396,545,5],{"href":534},"的东西，觉得你跟人签的合同是给人那么多钱，那剩下这些事情跟你没关系，你就付吧，所以最后就没事了，这也算是一个小插曲。",{"title":548,"searchDepth":12,"depth":12,"links":549},"",[],null,"段永平回顾明星广告策略的商业逻辑，讲述施瓦辛格广告风波中坚守本分、信守合同承诺的故事。","md",{},true,"\u002Fdao\u002Fspeeches\u002Fduanyongping-2004caifurensheng-duanyongping-2004-caifang",{"title":218,"description":551},"2004财富人生—段永平 2004 采访｜大道总纲","dao\u002Fspeeches\u002Fduanyongping-2004caifurensheng-duanyongping-2004-caifang","fc_BcbBMM3dAmbLyJdE2rzHbRvWMsNf-QevmzzwccHw","dao",1778608453901]