留学文书写作范例－市场营销（个人陈述）

　　Program Applied： Marketing Management

　　In a highly competitive environment， the ability to create competitive edges over one's adversaries and to achieveultimate victory in fierce competitions depends not so much on materials resources as on the mental factors of intelligenceand concepts. Those concepts that can lead to new visions and perspectives and those approaches that can effectively solveproblems will have the greatest value. The overriding factor which ensures the eventual materialization of new concepts andgives rise to effective approaches is management. As a branch of applied science， the science of management has crucialvalue not only for developing countries like China which are making uttermost efforts to catch up with the developed

countries， but also for the leading multinational giants in the developed countries themselves. For a person like me whohas decided to pursue marketing management as my career objective， to sharpen my intellectual caliber， to understandthe essence of management and to grasp important skills of management have become my greatest aspiration.

　　As a Master's student specializing in marketing and enterprise strategies， I am very proud to report that I have madesome encouraging research achievements. Of the two research papers that I wrote concerning strategic development ofenterprises-Enterprise Strategic Alliance Based on Resource Complementarity and The Strategic Orientation andCountermeasures for Chinese Enterprises in International Operations in the New Millennium， the former has been

published by Economic Tribune in Sept. 2002 and the latter has been accepted for publication by China Economists in Feb.2003. These two research papers are the fruition of my active involvement in a research project named Study on ChineseEnterprises' Cooperation-Competition Models in Hyper-Competitive Conditions， which is sponsored by China State NaturalScience Foundation （Foundation Project No. 70140132）。 Another paper entitled Brand Marketing： A CompetitiveMode on a Higher Level in Modern Economics has been published by Contemporary Finance & Economics in Novemberthis year. Those research achievements can unmistakably indicate my tremendous potential to perform much more ambitiousresearches in my future degree program and I am determined to develop this potential to the fullest extent.

　　I completed my four-year systematic studies in Engineering and Management Science as an undergraduate at theSchool of Economics and Management， Beijing University of Aeronautics and Astronautics. It is precisely this

undergraduate education that has reinforced my determination to pursue marketing management as my lifelong career.Although as an undergraduate my understanding of some courses cannot be described as profound （some might even besaid to be rather superficial）， my learning of those courses nevertheless widened my ken of knowledge and broadenedmy vision.

　　In order to further enrich myself， I availed myself of every opportunity of academic exchange both on campus and offcampus. I shuttled among Peking University， Central Finance and Economics University， and China Renmin Universityon my bicycle in order to attend lectures delivered by the country's leading scholars and entrepreneurs. Those lecturesconstituted an important supplement to my in-class training because they were immediately connected with the realities ofChinese society. I also benefited importantly from my extracurricular activities. As minister of the Department of Social

Practices of the School's Students Union， I planned and organized the School's Festival of the Art of Management. I alsocanvassed Pepsi Company to sponsor our university's basketball league match. In launching those activities， I improvedmy organizational and managerial skills. In retrospection， my undergraduate program was most strengthened by my self-conscious attention to various applied subjects-higher mathematics， statistics and probability， linear algebra， operationsresearch， etc. It can be said that my undergraduate education （in which my overall scholastic performance ranked top 4thin my class consisting of 30 students） enabled me to make some basic preparations in theoretical knowledge and in theapplication of mathematical tools.

　　From Sept. 1998 to April 2000， my employment with Hisense Group in QingDao City， Shandong Province （one ofthe largest manufacturers of electrical appliances in China） was a major opportunity to practice what I had learned. Thesecond year I joined the Group， the most fierce price warfare happened to China's electrical appliances industry.

Manufacturers reduced the prices of their products to unprecedented low levels in order to maximize their market share. Asan act of market competition， the Marketing Department where I worked launched Traveling Expositions of Hisense

Products. As one of the four key personnel of the department， I planned and organized a series of exhibitions in most majorcities in China. Our one-year efforts achieved remarkable market effects. In Shijiazhuan City， for instance， of a total of 30brands， our sales of televisions and air conditioners accounted for 24% and 18% respectively in 2000. In that year'sperformance evaluation， I was awarded the Group's Model Employee.

　　My understanding of marketing was enriched and modified by my 2-year practical work experience. To me， marketingwas not merely composed of such elements as product designing， promotion through advertising， pricing models， anddistribution channels. It also encompassed the analysis of the behavior both of your competitors and of consumers， studiesin organization behavior， brand management， and decision-makings. Believing that a more systematic education wouldcontribute to a more successful career， I went back to my alma mater in September 2000 and went on with a Master's

program in Engineering and Management Science in order to gain knowledge on a higher professional level， to follow themost updated academic information， and to improve my managerial caliber.

　　Backed by my work experience， my academic focus became better-defined and I was more self-motivated in mystudies. With a comprehensive coursework covering advanced mathematical planning， decision-making strategies，management statistics， and fuzzy mathematics， I achieved obvious improvement in theoretical knowledge and in theapplication of tools. I developed broader perspectives and was able to conduct my research from more advanced

professional levels. My thesis， entitled A Study of Enterprises' Strategic Alliances Based on an Analysis of ResourceComplementarity， presented a wholly novel explanation of corporate alliances from the perspective of resource

integration， a perspective which differed fundamentally from the conventional view held by most scholars which explainedthe necessity and justification of corporate alliance from the angle of transaction cost and value chain.

　　Instead of feeling contented with my high GPA for the Master's program （3.6）， I have come to realize how muchthere is still for me to learn in the field of management， especially in marketing. Most universities in China treat marketingpurely as a theoretical course， with neither case analysis nor opportunities for students to practice the theories they havelearned. In terms of curriculum， studies in marketing psychology and individual behavior have hardly been undertaken.Moreover， the lack of analytical tools has resulted in insufficient analysis of the market feedback. Realizing that suchdeficiencies can scarcely be overcome within a short period of time， I believe that a more successful career must bepursued through a Ph.D. program outside China， ideally in a first-rate university in the United States.

　　With my undergraduate and graduate background in engineering and management science， I would like to focus onone of the following areas in your Ph.D. program： a. marketing management； b. behavioral approaches to marketing orconsumer behavior； and c. channels of distribution. I have also drawn up my tentative career objective. I will complete mydoctoral program by undertaking extensive researches and carrying out some specific projects. After obtaining my degree， Iwill seek some teaching experiences in an American university while continuing with advanced researches on the latestresearch topics. In this way I can keep developing my academic aptitudes. After accumulating sufficient teaching andresearch experience， I will seek a teaching position in a prestigious university in China where I will share with my futurestudents and colleagues my research findings and the knowledge I have acquired in the United States. I hope to developmyself ultimately into a leading specialist in marketing and management who can contribute to bringing Chinese scholarshipin this field onto a more advanced level.

　　CMU's Ph.D. program in computer science is heavily integrated with research activities and is designed to nurture

people with raw talent and intellect in an environment which permits them thorough immersion in research and coursework.The program promises to produce well-educated researchers and future leaders in computer science. I am very excited overthis wonderful vision because such a program offers me a basis to translate my dreams into realities. Without such aprogram， many of my dreams will remain mere fantasies.Personal Statement

　　Program Applied： Marketing Management

　　In a highly competitive environment， the ability to create competitive edges over one's adversaries and to achieveultimate victory in fierce competitions depends not so much on materials resources as on the mental factors of intelligenceand concepts. Those concepts that can lead to new visions and perspectives and those approaches that can effectively solveproblems will have the greatest value. The overriding factor which ensures the eventual materialization of new concepts andgives rise to effective approaches is management. As a branch of applied science， the science of management has crucialvalue not only for developing countries like China which are making uttermost efforts to catch up with the developed

countries， but also for the leading multinational giants in the developed countries themselves. For a person like me whohas decided to pursue marketing management as my career objective， to sharpen my intellectual caliber， to understandthe essence of management and to grasp important skills of management have become my greatest aspiration.

　　As a Master's student specializing in marketing and enterprise strategies， I am very proud to report that I have madesome encouraging research achievements. Of the two research papers that I wrote concerning strategic development ofenterprises-Enterprise Strategic Alliance Based on Resource Complementarity and The Strategic Orientation andCountermeasures for Chinese Enterprises in International Operations in the New Millennium， the former has been

published by Economic Tribune in Sept. 2002 and the latter has been accepted for publication by China Economists in Feb.2003. These two research papers are the fruition of my active involvement in a research project named Study on ChineseEnterprises' Cooperation-Competition Models in Hyper-Competitive Conditions， which is sponsored by China State NaturalScience Foundation （Foundation Project No. 70140132）。 Another paper entitled Brand Marketing： A CompetitiveMode on a Higher Level in Modern Economics has been published by Contemporary Finance & Economics in Novemberthis year. Those research achievements can unmistakably indicate my tremendous potential to perform much more ambitiousresearches in my future degree program and I a m d e t e r m i n e d t o d e v e l o p t h i s p o t e n t i a l t o t h e f u l l e s t e x te n t . / p >