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世界500强CEO访谈 第6期:沃尔玛李.斯科特 告诉顾客,我们很努力(3)

所属教程:世界500强CEO访谈

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2017年10月22日

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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:我想是这样的。我想这就是我们去年做到了3450亿美元的原因。我想从消费者的角度来说,我们确实获得了很多好评。我们并没有从政府或机构那里得到好评但是怎样才能够承受住那样的攻击呢?如果顾客们不喜欢这个商店,也不信任我们,那我们在过去的几年中就要为此付出相当大的代价了。

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?

记者:现在人们的注意力都集中在上涨的汽油价格上,认为那是导致美国商店销售额下降的原因之一在您看来,除了汽油价格之外,还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:我认为有两个,我们的企业在消费品、食品、肉类、宠物用品和电子产品等方面做得很好,走进我们的商店,你会发现我们在这些方面做的都是很好的,不过我们在服装和家居方面做得还不够。

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

记者:您为什么认为沃尔玛公司需要一个新的广告代理商,您希望马丁代理商能够给您的企业带来些什么呢?

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:作为一个公司,沃尔玛商店公司不参与到我们是否需要一个新的广告代理商的决策中,这个是由爱德华多和他的团队负责的问题。我认为,通过新人的加入,通过以新的视角重新思考怎样才能使事情更好地运转,整体所发挥的作用大过部分之和,他们需要找到一个新的广告代理商来发现这一切。所以他们就开始了这个过程,我认为这是积极的过程。沃尔玛公司的广告并不像其他一些公司的广告—山姆(创始人山姆沃尔顿)对此并不太看重我也看过很多世界上做的最好的和最差的广告.但是它们都对我们的企业没有什么影响。

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

记者:但尽管如此,公司的很多资金还是花费在广告上面。

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:我同意我想对于我们这种规模的公司,不去尝试某些事情所带来的比去尝试这些事情的风险还要大如果你说,好的,这是我们做事情的方式,你们不能这样做,那你怎么能知道呢?因此大家用金钱来阻止这种事情的发生《时尚》杂志的广告做得很好,但是当你最终看到产品,知道了它是生产流程,再回想我们如今已经了解到的,你会觉得那并不值得_但是我不知道如果你不那样做,你会不会有同样的感想.

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'?

记者:但是沃尔玛一年在广告上的花费是5.7亿美元,如果一个好广告和坏广告所带来的影响没有什么不同,那为什么要花费那么多资金在广告上呢?

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:我觉得那很重要。我们需要向顾客传达的是我们的立场,我们正致力于为顾客们节省更多的钱以更好地生活,通过广告的形式在长时间内加强这种信息的宣传是重要的广告是否得到了嘉奖或者只是一般的广告,这些并不重要,这不会给我们的销售额带来决定性的影响。我想说的是,我认为加强信息的宣传是重要的。

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