世界500強(qiáng)CEO訪談 第6期:沃爾瑪李.斯科特 告訴顧客,我們很努力(3)

Scott:I think we do. I mean, I think that's why we did $34S billion last year. I think from a customer standpoint,we do get that credit. We don't get that credit from government or insititutions.But how else could you have withstand this onslaught? If the customers didn't like the store and didn't trust us, over the last several years we would have paid a very dear price for it.

斯科特：我想是這樣的。我想這就是我們?nèi)ツ曜龅搅?450億美元的原因。我想從消費(fèi)者的角度來(lái)說(shuō)，我們確實(shí)獲得了很多好評(píng)。我們并沒(méi)有從政府或機(jī)構(gòu)那里得到好評(píng)但是怎樣才能夠承受住那樣的攻擊呢?如果顧客們不喜歡這個(gè)商店，也不信任我們，那我們?cè)谶^(guò)去的幾年中就要為此付出相當(dāng)大的代價(jià)了。

Reporter:A lot of attention has been focused on higher gasoline prices as a factor in the decline of same- store sales in the US. In your view, what are the other important factors besides gas prices?

記者：現(xiàn)在人們的注意力都集中在上漲的汽油價(jià)格上，認(rèn)為那是導(dǎo)致美國(guó)商店銷售額下降的原因之一在您看來(lái)，除了汽油價(jià)格之外，還有其他什么重要的因素?

Scott:I think there are two. Our business is quite healthy in consumaables,food,fresh food, pets, electronics·You go across our store and we're doing very well in almost all the areas. We are not doing well in apparel and home.

斯科特：我認(rèn)為有兩個(gè)，我們的企業(yè)在消費(fèi)品、食品、肉類、寵物用品和電子產(chǎn)品等方面做得很好，走進(jìn)我們的商店，你會(huì)發(fā)現(xiàn)我們?cè)谶@些方面做的都是很好的，不過(guò)我們?cè)诜b和家居方面做得還不夠。

Reporter:Why do you think Wal-Mart needs a new ad agency and what do you hope that the Martin Agency does for you'?

記者：您為什么認(rèn)為沃爾瑪公司需要一個(gè)新的廣告代理商，您希望馬丁代理商能夠給您的企業(yè)帶來(lái)些什么呢?

Scott:As a company, Wal一Mart Stores lnc. did not participate in deciding that we needed a new ad agency in the Wal-Mart Stores division.That is a divisional issue that is overseen by Eduardo and his team. I think that with the new people coming in, with Eduardo being new and his vision of how you make all of this thing come together in a different way, so that the whole is greater than the sum of the parts, that they needed to look at a different ad agency to see what was out there. That started the process, and I think it's a healthy process.Advertising at Wal-Mart is not like advertising at most companies. Sam [founder Sam Walton] didn't care about it. I've seen some of the best and the worst in the world and they don't in the world our business.

斯科特：作為一個(gè)公司，沃爾瑪商店公司不參與到我們是否需要一個(gè)新的廣告代理商的決策中，這個(gè)是由愛(ài)德華多和他的團(tuán)隊(duì)負(fù)責(zé)的問(wèn)題。我認(rèn)為，通過(guò)新人的加入，通過(guò)以新的視角重新思考怎樣才能使事情更好地運(yùn)轉(zhuǎn)，整體所發(fā)揮的作用大過(guò)部分之和，他們需要找到一個(gè)新的廣告代理商來(lái)發(fā)現(xiàn)這一切。所以他們就開(kāi)始了這個(gè)過(guò)程，我認(rèn)為這是積極的過(guò)程。沃爾瑪公司的廣告并不像其他一些公司的廣告—山姆(創(chuàng)始人山姆沃爾頓)對(duì)此并不太看重我也看過(guò)很多世界上做的最好的和最差的廣告.但是它們都對(duì)我們的企業(yè)沒(méi)有什么影響。

Reporter:A lot of company money has been spent on it, though.

記者：但盡管如此，公司的很多資金還是花費(fèi)在廣告上面。

Scott:I agree. But I think at our size it is more dangerous to not try things than it is dangerous to try them. If you so and say, OK, this is the way we've always done it, you can't do this. How do you know'? So they spent money against it. The Vogue ads were quite well done But at the end, when you look at the product and how it came together and the understanding we have today in retrospect it wasn't worth doing. But I don't know if you would have had the same insight if you hadn't done it.

斯科特：我同意我想對(duì)于我們這種規(guī)模的公司，不去嘗試某些事情所帶來(lái)的比去嘗試這些事情的風(fēng)險(xiǎn)還要大如果你說(shuō)，好的，這是我們做事情的方式，你們不能這樣做，那你怎么能知道呢?因此大家用金錢來(lái)阻止這種事情的發(fā)生《時(shí)尚》雜志的廣告做得很好，但是當(dāng)你最終看到產(chǎn)品，知道了它是生產(chǎn)流程，再回想我們?nèi)缃褚呀?jīng)了解到的，你會(huì)覺(jué)得那并不值得_但是我不知道如果你不那樣做，你會(huì)不會(huì)有同樣的感想.

Reporter:Yet Wal-Mart is spending $570 million a year on ads. If there's no difference in impact between a good and a bad ad and it's all about low prices, why spend that much'?

記者：但是沃爾瑪一年在廣告上的花費(fèi)是5.7億美元，如果一個(gè)好廣告和壞廣告所帶來(lái)的影響沒(méi)有什么不同，那為什么要花費(fèi)那么多資金在廣告上呢?

Scott:I think it is important. We need to send our message out there to the customers of what we stand for. We stand for saving people money so they can live better. reinforcing that message over a long period of time with ads is important. Whether or not the ad gets an award or whether the ad is just reasonable I don't think makes a defining difference in how much sales we do. I think that the reinforcement of the message is important. That's what I was trying to say.

斯科特：我覺(jué)得那很重要。我們需要向顧客傳達(dá)的是我們的立場(chǎng)，我們正致力于為顧客們節(jié)省更多的錢以更好地生活，通過(guò)廣告的形式在長(zhǎng)時(shí)間內(nèi)加強(qiáng)這種信息的宣傳是重要的廣告是否得到了嘉獎(jiǎng)或者只是一般的廣告，這些并不重要，這不會(huì)給我們的銷售額帶來(lái)決定性的影響。我想說(shuō)的是，我認(rèn)為加強(qiáng)信息的宣傳是重要的。