<p class="MsoNormal" align="center" style="margin:0cm 0cm 0pt;text-align:center"><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">用垃圾统治世界</span><span lang="EN-US" style="font-size:10pt;color:blue"><p></p></span></p><p class="MsoNormal" style="margin:0cm 0cm 0pt"><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 文/杨晶</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> </span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">2002 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">年的一天,在费城的地铁里,菲茨吉拉德听到一个女孩向一个男孩炫耀:</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">“</font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">在我们社区,</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤垃圾就能换</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元,相当于一杯星巴克咖啡。</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">”<br /></font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 作为一个经常接手环保官司的律师,菲茨吉拉德一直对费城的垃圾处理系统有着自己的思考。女孩无意中的一句话,给了他灵感:社区、</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元、星巴克,为什么不能将它们组合在一起呢?他找到费城市长,描绘他的宏伟蓝图:</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">“</font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">我将构建一个包括政府、居民、企业在内的垃圾回收生态系统。在这个系统里,每个家庭都有一个账户,投递</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤可回收垃圾,就在他们的账户上赠送</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元,依此类推,上限为每月</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">35 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元。账户上的钱,人们可以到参加这个项目的商店购物,到快餐店消费,甚至可以用来付汽油费。</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">”<br /></font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 最后,菲茨吉拉德提出要求他负责处理全市的垃圾,政府每年补助</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">1200 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">万美元;转卖可回收垃圾所得的收入,双方平分。费城每年产生</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">75 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">万吨垃圾,仅垃圾处理这一项,政府每年的开支就高达</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">4000 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">万美元。现在有人主动来接手这个烫手山芋,何乐而不为?更何况,转卖可回收垃圾,每年还有数百万美元的进账。</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 消息传开,业内顿时炸开了锅。有人替菲茨吉拉德算了一下:一个三口之家,平均每月要产生</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">50 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤至</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">75 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤垃圾,其中可再生垃圾约为</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">15</font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤至</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">25 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤,以每公斤</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">1 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元的卖价计算,收入约为</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">15</font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元至</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">25 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元。而菲茨吉拉德每月返给住户的钱也是</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">15</font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元至</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">25 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元。这就是说,菲茨吉拉德不但把卖垃圾的收入完全返还给住户,他还要倒贴垃圾处理费。同行断言:此人不是疯子就是傻子。</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 菲茨吉拉德自然不傻,他早已为这笔账找到了理单的主。此前,他走访了费城的几十家大公司,得知不少公司每年都要捐钱给环保机构,垃圾处理工作却不尽如人意,因此,大多心存不满。能不能把这些公司纳入到自己的计划中,让他们心甘情愿地掏腰包呢?</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 菲茨吉拉德详细描述了他的整个商业模式:他给每个家庭提供一个固定的免费垃圾桶,垃圾桶的底部装有电脑芯片。这笔钱来自政府的补助。住户投递了多少垃圾,会被芯片及时记录下来。住户每投递</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">公斤可再生垃圾,菲茨吉拉德就向他支付</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元,这笔钱划到专门为住户开在的银行卡上。拿着这张银行卡,住户可以到参加该计划的任何一家商家消费,这张卡就成为联系住户与商家的纽带。商家虽然要拿出</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">10 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元(向住户支付的</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元和菲茨吉拉德获得的</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">5 </font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">美元),却能将消费者绑定。获利远大于支出,哪个商家不愿意呢?</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 这个环保计划既能帮商家赚钱,菲茨吉拉德自己也从中赚了钱,形成了一种多赢格局。菲茨吉拉德称此系统为再生银行。</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 就这样,再生银行通过拥有大量的终端消费者,获得了与商家谈判的话语权。在商家不断涌入的同时,政府也给予积极的回应,项目的风险大大降低。</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 这种模式是一个开放的系统,参与的商家越多,消费者获得的实惠就越大,可供选择的消费场所就越多,而这反过来,又会促使更多商家的加入。项目的影响力与日俱增。</span><span lang="EN-US" style="font-size:10pt;color:blue"><br /></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'"> 关于未来,菲茨吉拉德的设想更加宏伟:</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">“</font></span><span style="font-size:10pt;color:blue;font-family:宋体;mso-ascii-font-family:'times new roman';mso-hansi-font-family:'times new roman'">等到项目覆盖整个城市,我就拥有一个空前庞大的数据库。通过住户倾倒的垃圾,可以清楚地了解到他们的收入水平,而他们在商家的消费,也一目了然。同时,整个城市的商业业态,每种业态的分布和发展状况,也在我的掌握之中。以后有商家要进入费城市场,就得先找我,因为我能提供目标客户群的详细资料。我还可以为银行做全市居民和商家的资信调查,还可以将整个模式复制到全美国,甚至全世界。</span><span lang="EN-US" style="font-size:10pt;color:blue"><font face="Times New Roman">”</font></span></p>