市场营销·人才培训·业务拓展--赴德学习考察的收获与体会

2005年4月下旬,笔者有幸赴德国法兰克福考察和了解了德国银行业在市场营销方面的经验和做法。德国是世界上第三大经济体,中国是世界上最大的经济转型国家,虽然两国在政治、经济、文化、制度等方面差异明显,但作为同业者,他们的一些做法可以给我国银行业些许启发和借鉴。德方专家不仅熟悉相关理论,而且由于一部分人有在银行、企业和咨询公司等多部门工作的背景,加之个别人曾与中国有关方面进行过交往与合作,因此,交流研讨的大部分时间及内容是沿着客户对银行的需求和银行对客户的服务这一形式和逻辑展开的,因而较好地克服了因研讨参与人职业单一性而导致讨论问题单向性的局限。

Marketing, Talent Training and Business Expansion--experience gained from a study tour in Germany

In April, 2005, I had the opportunity to visit Frankfurt, Germany to appreciate their experience and practice in marketing. Germany is the third largest economy in the world, while China is the largest country undergoing economic transformation. Although there exists noticeable difference in politics, economy, culture and social systems between the two countries, still we have a lot to share between us, especially in banking industry. German experts are not only theory-minded, but also have working experience in banks, enterprises, consulting firms and other organizations. Some of them had even cooperated with relevant departments in China. Therefore, our discussion is focused most of the time on customers' demand for the banks' service and bank-to-customer service, going beyond the confinement of topic resulting from unitary profession of participants.