消费者导向、市场份额、心理份额
大道经常讲消费者导向，对应的是市场份额导向。有些人不太明白其中的道理。昨天讲了，大道在经营中悟到的东西，巴菲特往往从投资也能悟到，大师都是殊途同归。看看巴菲特怎么说：
Forget about share of market, share of mind.
忘掉市场份额，重要的是心理份额。
everybody has something in their mind about Coca-Cola, and overwhelmingly it's favorable. It's associated with pleasant experiences. Now part of that is that by this time, [Coca-Cola is found] where you are happy, it is at Disneyworld, it's at ballparks, every place you're likely to have a smile on your face, including the Berkshire Hathaway meeting I might add. (laughter) And that position in the mind is pretty firmly established, and it's established in close to 200 countries around the world. A year from now, it will be established in more minds and will have a slightly different overall position. In 10 years, the position will change just a little bit more.
每个人心中都有一些关于可口可乐的东西。绝大多数情况下，这都是美好的。它与愉快的经历有关。之所以会这样，部分原因是源于可口可乐的设计。另外，可口可乐经常出现在快乐的场合，迪斯尼乐园和棒球场等。可口可乐在每一个充满欢声笑语的场所——可能还包括伯克希尔年度股东大会的会场。这个位置在脑海中已经根深蒂固了。它建立在世界上近200个国家和人民脑海里。一年后，它将在更多的人心中确立。它的整体地位或许会略有不同。但从现在开始的十年里，这个地位或许可以再增强一点点。
It's share of mind, not share of market that counts.
重要的是消费者的心智份额，而不是市场份额。
Disney, same way--Disney means something to billions of people. If you're a parent with a couple of young children, and you've got 50 videos that you can buy, you're not going to sit down and preview an hour and a half of each video before deciding which one to stick in front of your kids. And you've got something in mind about Disney that you don't have about ABC Video Company, or you don't even have about 20th Century, and you don't have about Paramount. That name to billions of people has a meaning, and that meaning is overwhelmingly favorable, reinforced by the other activities of the company. Just think what someone would pay to buy that share of mind. You can't do it. You can't do it by a billion dollar advertising budget, or a 3 billion dollar advertising budget, or by hiring a twenty thousand supersalesmen. So you've got that. Now the question is what does that stand for 5 or 10 or 20 years from now. You know there'll be more people, you know there'll be more people familiar with Disney, and you know that there will always be parents who are interested in having something for their kids to do and that kids will love the same sort of things. That's what you're trying to think about with a consumer products company.
迪斯尼和可口可乐一样。对数以十亿计的人来说，“迪斯尼”这个字眼意味着什么?如果你是一位有多个小孩的家长，如果你的面前摆着50张电影光碟供你选择，你不会坐下来花上一个半小时预览这些光碟的内容。你会优先购买迪斯尼公司拍摄的电影给你的孩子看。你的脑子里对迪斯尼会有一些想法。你对ABC电影公司就没有这种想法。事实上，你对20世纪电影公司或者派拉蒙都不会有这种想法。所以，迪斯尼这个名字对数以十亿计的人——包括很多国外人士——有特殊的含义。和可口可乐一样，喜欢迪斯尼的人占大多数。迪斯尼公司的行为强化了人们对它的喜爱。只要想想如果真的能得到全世界几十亿人的垂青，有人愿意付多少钱，你就会明白像可口可乐和迪斯尼这样的公司的价值了。获得这么多人的垂青，不是说你拿出10亿或者30亿美元的广告预算或者说雇用2万名超级推销人员就可以做到的。但迪斯尼就取得了这种成就。接下来的问题就变成了这个名字10年或20年后代表着什么？那时将会有更多的人听说过迪斯尼。家长永远对买些东西让孩子来玩感兴趣。孩子也会喜欢同样的东西。这就是思考消费品公司的逻辑。