????你管理《財(cái)富》（中文版）這15年里，非中國籍的企業(yè)高管對中國的態(tài)度發(fā)生了怎樣的變化？

????1996年，我們推出《財(cái)富》（中文版）時(shí)，一些西方大型企業(yè)的高層管理者已經(jīng)認(rèn)識到，中國是一個(gè)重要的增長市場；但是，更多人仍然沒有完全意識到這一點(diǎn)。在這期間，中國發(fā)生了翻天覆地的變化?，F(xiàn)在，大多數(shù)大型跨國企業(yè)都一致認(rèn)為，要想在全球市場獲得持續(xù)成功，必須搶占中國市場。

????現(xiàn)在，在中國出版財(cái)經(jīng)雜志、推出財(cái)經(jīng)網(wǎng)站和應(yīng)用程序，最大的困難是什么？

????中國財(cái)經(jīng)雜志領(lǐng)域的競爭已經(jīng)非常激烈。1996年，我們推出《財(cái)富》（中文版）的時(shí)候，中國只有三家財(cái)經(jīng)雜志?，F(xiàn)在已經(jīng)有了數(shù)百家，許多財(cái)經(jīng)雜志都有多種傳播渠道，包括紙質(zhì)印刷、在線網(wǎng)站、應(yīng)用程序和活動。中國的財(cái)經(jīng)雜志市場十分擁擠混亂，因此，必須擁有強(qiáng)大的品牌，同時(shí)堅(jiān)持不懈地專注于自己的使命、身份和價(jià)值觀，并通過多種渠道網(wǎng)絡(luò)提供內(nèi)容。盡管競爭激烈，但是我仍然非常樂觀。

????中國高層管理者是否像一部分西方高管一樣，也熱衷于追求媒體的關(guān)注？

????雖然有些例外，但是大多數(shù)中國高管都比較低調(diào)。

????展望未來15年，中國的商業(yè)格局會如何演變？中國會涌現(xiàn)更多的全球知名品牌嗎？中國會加大知識產(chǎn)權(quán)的保護(hù)嗎？

????格局將會發(fā)生巨大的變化。目前，財(cái)富和現(xiàn)代化的基礎(chǔ)設(shè)施正迅速向中國內(nèi)陸和西部地區(qū)的三線、四線和五線城市擴(kuò)展。中國的對外投資將大于外國對華直接投資。隨著中國逐漸擺脫對低端產(chǎn)品出口的依賴，中國將會出現(xiàn)更多更好的國際品牌，

????知識產(chǎn)權(quán)保護(hù)已經(jīng)在高科技領(lǐng)域取得了良好的進(jìn)展，并將持續(xù)改善。中國加強(qiáng)知識產(chǎn)權(quán)保護(hù)并非出于國外的壓力，而是由于本土增長的需要。在中國，跨國企業(yè)和中國本土企業(yè)的專利訴訟勝訴率不相上下，而且高于歐洲和美國的專利訴訟平均勝訴率。電影和娛樂產(chǎn)業(yè)知識產(chǎn)權(quán)保護(hù)環(huán)境的形成還需要更長的時(shí)間。但是，中國國內(nèi)的需求也將推動這個(gè)領(lǐng)域的改善。

????未來15年，讀者們將通過什么方式閱讀《財(cái)富》（中文版）？

????我深信，紙媒將繼續(xù)存在，并且仍將是非常有效力的傳播媒介；但是同時(shí)，《財(cái)富》（中文版）也將登上日益擴(kuò)大的平臺，服務(wù)不同層次的讀者，滿足他們的需求和品味。

????How have non-Chinese executives' attitudes about China changed during your 15-year run?

????When we launched in 1996, there were some large Western companies whose top management had identified China as an important growth market, but many more were still struggling to understand it. There has been a sea change in the interim, with a majority of larger international companies now considering China to be a market where they must prevail in order to have sustainable success on a global basis.

????What is hardest about publishing a business magazine, website and app in China today?

????The business magazine segment has become hypercompetitive. When we launched in 1996, there were only three business magazines in China. Now there are hundreds, many with multiple delivery channels in print, online, apps and events. It's crowded and cluttered out there, so it's essential to have a strong brand and remain relentlessly focused on your mission, identity and values, while delivering through a multi-channel network. I remain very optimistic, despite the static.

????Do Chinese executives court media attention the way some western executives do?

????Most prefer a low profile, although there are a few exceptions to this.

????Looking ahead 15 years, what will the Chinese business landscape look like? Will there be more global brands? Will there be more IP protections?

????The landscape will be dramatically different. The affluence and modern infrastructure is already moving quickly out to 3rd, 4th, and 5th tier cities in the interior and western parts of China. China's outbound investment will be a bigger story than inbound foreign direct investment into China. China will develop more and better global brands, as she graduates from reliance on low-end exports.

????IP protection is already making good progress in high-tech sectors, and it will continue to do so not because of foreign pressure but home-grown needs. The win rate for multinational patent litigation in China is comparable to that of Chinese companies, and higher than the averages in Europe and the U.S. The movie and entertainment sectors' IP environment will take much longer, but improvements will also be driven by domestic demands.

????Fifteen years from now how will your customers read Fortune China?

????I am convinced that print will still exist and remain a very viable delivery medium, but it will be among a growing range of platforms suiting the needs and tastes of a wide spectrum of consumers.