Carlson Scholar·17 — CHEMBA11班 岳峰Felix
【个人简介】
CHEMBA 11 岳峰Felix Yue
省广博报堂北京分公司执行副总经理
GIMC-HAKUHODO BJ Executive Deputy General Manager
CHEMBA项目散忆 / Memories of CHEMBA Program
【学生感受】
1 明大之美/The Beauty of UMN
毕业时节的5月，是明州最美的季节，阳光柔和明媚，樱花绚丽多姿，明大校园恬静地分布在流淌的密西西比河两岸。
Our commencement in May is in the best season of Minnesota. Basking in the sunshine, embraced by cherry blossoms, the campus of UMN sits quietly along the gently flowing Mississippi.
明大橄榄球场，Gophers的主场
（UMN rugby field, home field of Gophers）
作为一所美国政府赠地的公立大学，校园内分布着不同历史时期与建筑风格的建筑，新古典主义的大礼堂，法式城堡般的自然博物馆，后现代建筑大师Frank Gehry设计的艺术中心，漫步其中，自然能感受到大学的包容与沉淀。
As a land-grant public university, the UMN campus is home to diverse architectures from different historical periods and different styles, neo-classical auditorium, natural history museum in the shape of a French style castle, and arts center designed by post-modern master architect Frank Gehry. Strolling around, I could feel the inclusive characteristics and accumulating culture of this university.
作为一所没有围墙的大学，明大校园不仅充满学术气息，也富有生活气息。称霸北美联赛的明大冰球队“Golden Gophers”的主场，气势恢宏的橄榄球场、网球馆与健身中心，展现北美校园蓬勃四射的运动活力。而校园内，更云集各国风味的餐厅，让来自全球各地的学子，都能在饕餮中一慰思乡之情，这其中，大名鼎鼎的香园，就是中国师生必去的打卡地。
As a university without wall, the UMN campus is a blend of academic atmosphere and breath of life. The home field of Golden Gophers, the magnificent rugby field, tennis courts and fitness center, in a whole demonstrate the energy and vitality of this campus. Cafeterias of different styles are harbors for students from all over the world, to have a bite of their homelands. For Chinese students, the Tea House Restaurant is a must-try.
2 名师荟萃/Home to Prestigious Scholars
当然，大学之大，不在大楼，更在大师。明大拥有近20名诺奖得主，傲居公立常青藤阵营，作为明大王牌院系的卡尔森管理学院，师生中更有6名诺贝尔经济学奖得主，学术地位可见一斑。市场营销界奉为圭皋的4P理论，便是由营销大师Jerome McCarthy在明大求学期间酝酿产生。在我们CHEMBA的授课老师中，更不乏Prof Aks Zaheer等被评为“全球最佳商学院教授”的顶尖名师。
UMN is home to nearly 20 Nobel Laureates and is one of the Public Ivies. As a top schools within the university, the Carlson School of Management has cultivated 6 Nobel Economics Prize winners, which highlights its academic status. The 4P theory, which is looked up to as the marketing bible, was developed when Jerome McCarthy, a marketing master, was studying in Carlson. Among our instructors, there are also eminent scholars like Prof Aks Zaheer, who is named one of the World's 50 Best B-School Professors.
卡尔森管理学院外立面和卡尔森先生雕像
更具特色的是，CHEMBA项目每一门课程，都实行双导师制，每门课，都由中美两方院校，各选派1名教授主讲一周课程，教授不仅来自于明大、中大，更不乏全球其他名校的大牌教授，在全球视野中集萃白家，博采众长，在明大的学习，何尝不是一次求知、问道的朝圣之旅。
What makes the program curriculum more characteristic is the duo instructor system, in which all the courses are jointly taught by two instructors, one selected by UMN and another by Lingnan. Besides instructors from both universities, there are also scholars from top universities in the world.
3 企学交融/A Blend of Industry and Academy
明大所在的双城市，拥有将近20家全美500强企业总部，造就了General Mills、3M、Target、Medtronic、Well Fargo等一众行业巨头。在明大校园内，到处可见各个企业捐建留名的专用会议室、课堂、实验室，由此可见北美商学院，注重商界学界紧密合作的特质。11班在明大学习期间，校方也专门精心安排了几家企业的探访。
The Twin Cities, where the UMN campus is located, has nearly 20 US Top 500 enterprises headquarters, including General Mills, 3M, Target, Medtronic, Well Fargo, among all the top enterprises in different industries. Within the campus, conference rooms, classrooms, and laboratories donated by enterprises are ubiquitous, which demonstrate the close tie between industry and academy. During our residency, Carlson arranged visits to a few companies.
Land O'Lakes
Land O'Lakes财富五百强前200的企业，美国第二大农业集团，一年160亿美元，七十年前即开始农业全产业链现代化的探索，一家典型的Co-OPs企业，以会员制共同方式分配及利润，管理风格稳健务实。作为传统快消品行业的巨头，教科书似的市场营销实践，捕捉GenX/Y需求变化，适时战略顾客，不断开发新的SKU，在经济危机下依然实现多年的有机增长。
Land O'Lakes is one of the Fortune 500 enterprises, and the top 2 agricultural company in the country, with an annual revenue of USD 16 billion. As early as 70 years ago, it has started the exploration of the modernization of the agricultural entire industrial chain. As a leader of the traditional fast moving consumer goods industry, the company still has a bright future ahead under the economic crisis, with their mature marketing practices, accurate capture of the demands of Gen X/Y, proper strategy and continuously developing SKU.
ECOLAB
ECOLAB,一家低调的全美500强企业，专注提供酒店，餐饮，医院等不同行业的健康卫生保洁方案，在环境清洁消杀这个不起眼的细分领域，成长为拥有6000多项专利，年营业额160亿美元的行业构建者，Pepsi, Marriott, Kaft都是他们的全球客户，正是明尼苏达鼓励创新和创业的氛围造就了一批这样的隐形冠军！
ECOLAB is a US Top 500 enterprise with low profile. It focuses its business on providing health and cleaning solutions to hotels, restaurants, hospitals, among other industries. It has obtained over 6000 patents in the field of disinfection and sterilization. As an industry builder with an annual revenue of USD 16 billion, it owns global clients such as Pepsi, Marriott, and Kaft. It is the atmosphere encouraging innovation and entrepreneurship that brings up low profile champions like ECOLAB.
3M
3M拥有超过1500个品牌分布在五大业务领域，是全美最具声誉的技术创新型企业，一年营业额为300亿美元的大型跨国集团。参观3M总部，印象最深的是作为创新巨擘，极具科技气息的办公环境，隨处可见Livestream SNS互动触屏做为內部的信息通告系统。
As the most renowned enterprise in technological innovation, 3M owns over 1500 brands among five commercial fields, with an annual revenue of over USD 30 billion. When visiting the headquarters of 3M, what impressed me most is the working environment full of high-tech atmosphere. Livestream SNS interactive touch panels are around for internal information broadcasting.
H.B.Fuller
而H.B.Fuller全球第二大粘合剂公司，正在致力通过merge整合全球供应键压缩成本以提高EBITA，运用Self-Owned SNS占据Norman's land的营销传播打法对B2B企业颇有启发。General Mills的访问，则与我们分享了在全球市场拓展中，“Alliance”的重要性，面对多样而陌生的海外市场，其从不单打独斗，而更善于借助收购、加盟、借船出海，来展现Localization的智慧，
We also visited H.B Fuller, which is the global top 2 adhesives manufacturer, and General Mills, which showed us their global strategy with the philosophy of alliance at the core.
作为明大学子，参访上述几家企业，我们都得到全球CEO携众VP的接待，足见明大在商界的赫赫声誉。
As a student of UMN, we had the opportunity to visit the companies mentioned above, with CEOs and VPs meeting with us. It fully showcases UMN’s prestige in the business world.
4 多元共鸣/Multivariant Resonance
VTP项目应该是CHEMBA最具标志性特色的板块，身处中、美、欧三地的110名学员，组成18个小组，在8个月的时间，跨国跨时区的展开网络电话沟通，历经组队-制定Team Charter-项目选题-评估-市场策略-运营计划-财务核算，完成一份跨国协作的商业计划。
VTP is the most unique module of CHEMBA Program. 110 students from China, US and Europe formed 18 groups and worked together for 8 months. Via cross time-zone online communications, we finished tasks of team building, Team Charter development, topic selection, evaluation, marketing strategy development, operation plans development, and financial accounting, and worked out a transnationally collaborative business plan.
这一过程中，我们学到的不仅是如何制定BP，更深刻理会全球化时代、多样化文明下，如何进行团队沟通和协作。美国同学的个性直率、欧洲同学的严谨绅士、中国同学的热诚活力，国籍、行业、口音、思维方式、文化背景的不同，在碰撞中激发出更大的格局视点。
Through VTP Program, we have learned more than developing a business plan. Instead, we have got a deeper understanding of effective communication and cooperation in the time of globalization and diversification. New ideas and insights are generated among people with different nationalities, accents, ways of thinking, cultural backgrounds, and from different industries.
而真正在双子城相会时，大家都有相见恨晚的感觉。在密西西比河游船上举办的Ceremony Dinner，大家一起畅饮畅叙，归途的大巴上，更展开了一场各国民歌的Battle，寰宇一家的其乐融融，让人至今记忆犹新。
When finally meeting in the Twin Cities, all of us had a feeling of regret that we could not meet sooner. On the way back from the Ceremony Dinner on a Mississippi cruise, we had a folk song battle, whose atmosphere of harmony and joy still haunts me.
5 后记/Epilogue
一转眼，毕业已8年，回头看，CHEMBA就像一杯回甘之茶，在之后的岁月里，不时给我回味与启迪。在我看来，作为国内最早开办的中外合作EMBA项目，CHEMBA有着鲜明的特色，这里我斗胆用6个字来形容，那就是：纯正、纯厚、纯粹。
How time flies. It has been 8 years since I graduated from CHEMBA Program. The program is still bringing inspiration and enlightenment to me bit by bit after so many years. As the oldest EMBA program in our country run by a university in China and one in a foreign country, the CHEMBA Program is considered to have distinctive characteristics.
我想，这正是所有同学们加入CHEMBA的初心，也是我们以CHEMBA校友身份为傲的底气。
I think these are the original aspiration of all of us, and our pride as a CHEMBA alumni.
