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PersonalStatementProgramApplied:MarketingManagementInahighlycompetitiveenvironment,theabilitytocreatecompetitiveedgesoverone’sadversariesandtoachieveultimatevictoryinfiercecompetitionsdependsnotsomuchonmaterialsresourcesasonthementalfactorsofintelligenceandconcepts.Thoseconceptsthatcanleadtonewvisionsandperspectivesandthoseapproachesthatcaneffectivelysolveproblemswillhavethegreatestvalue.Theoverridingfactorwhichensurestheeventualmaterializationofnewconceptsandgivesrisetoeffectiveapproachesismanagement.Asabranchofappliedscience,thescienceofmanagementhascrucialvaluenotonlyfordevelopingcountrieslikeChinawhicharemakinguttermosteffortstocatchupwiththedevelopedcountries,butalsofortheleadingmultinationalgiantsinthedevelopedcountriesthemselves.Forapersonlikemewhohasdecidedtopursuemarketingmanagementasmycareerobjective,tosharpenmyintellectualcaliber,tounderstandtheessenceofmanagementandtograspimportantskillsofmanagementhavebecomemygreatestaspiration.AsaMaster’sstudentspecializinginmarketingandenterprisestrategies,IamveryproudtoreportthatIhavemadesomeencouragingresearchachievements.YUNOFFEROfthetworesearchpapersthatIwroteconcerningstrategicdevelopmentofenterprises—EnterpriseStrategicAllianceBasedonResourceComplementarityandTheStrategicOrientationandCountermeasuresforChineseEnterprisesin地址：南部商务区利时商务大厦903-A邮箱：info@yunoffer.com全国热线：400-091-1213\nInternationalOperationsintheNewMillennium,theformerhasbeenpublishedbyEconomicTribuneinSept.2002andthelatterhasbeenacceptedforpublicationbyChinaEconomistsinFeb.2003.ThesetworesearchpapersarethefruitionofmyactiveinvolvementinaresearchprojectnamedStudyonChineseEnterprises’Cooperation-CompetitionModelsinHyper-CompetitiveConditions,whichissponsoredbyChinaStateNaturalScienceFoundation(FoundationProjectNo.70140132).AnotherpaperentitledBrandMarketing:ACompetitiveModeonaHigherLevelinModernEconomicshasbeenpublishedbyContemporaryFinance&EconomicsinNovemberthisyear.ThoseresearchachievementscanunmistakablyindicatemytremendouspotentialtoperformmuchmoreambitiousresearchesinmyfuturedegreeprogramandIamdeterminedtodevelopthispotentialtothefullestextent.Icompletedmyfour-yearsystematicstudiesinEngineeringandManagementScienceasanundergraduateattheSchoolofEconomicsandManagement,BeijingUniversityofAeronauticsandAstronautics.Itispreciselythisundergraduateeducationthathasreinforcedmydeterminationtopursuemarketingmanagementasmylifelongcareer.Althoughasanundergraduatemyunderstandingofsomecoursescannotbedescribedasprofound(somemightevenbesaidtoberathersuperficial),mylearningofthosecoursesneverthelesswidenedmykenofYUNOFFERknowledgeandbroadenedmyvision.地址：南部商务区利时商务大厦903-A邮箱：info@yunoffer.com全国热线：400-091-1213\nInordertofurtherenrichmyself,Iavailedmyselfofeveryopportunityofacademicexchangebothoncampusandoffcampus.IshuttledamongPekingUniversity,CentralFinanceandEconomicsUniversity,andChinaRenminUniversityonmybicycleinordertoattendlecturesdeliveredbythecountry’sleadingscholarsandentrepreneurs.Thoselecturesconstitutedanimportantsupplementtomyin-classtrainingbecausetheywereimmediatelyconnectedwiththerealitiesofChinesesociety.Ialsobenefitedimportantlyfrommyextracurricularactivities.AsministeroftheDepartmentofSocialPracticesoftheSchool’sStudentsUnion,IplannedandorganizedtheSchool’sFestivaloftheArtofManagement.IalsocanvassedPepsiCompanytosponsorouruniversity’sbasketballleaguematch.Inlaunchingthoseactivities,Iimprovedmyorganizationalandmanagerialskills.Inretrospection,myundergraduateprogramwasmoststrengthenedbymyself-consciousattentiontovariousappliedsubjects—highermathematics,statisticsandprobability,linearalgebra,operationsresearch,etc.Itcanbesaidthatmyundergraduateeducation(inwhichmyoverallscholasticperformancerankedtop4thinmyclassconsistingof30students)enabledmetomakesomebasicpreparationsintheoreticalknowledgeandintheapplicationofmathematicaltools.FromSept.1998toApril2000,myemploymentwithHisenseGroupinQingDaoCity,ShandongProvince(oneofthelargestmanufacturersofelectricalYUNOFFERappliancesinChina)wasamajoropportunitytopracticewhatIhadlearned.ThesecondyearIjoinedtheGroup,themostfiercepricewarfarehappenedtoChina’selectricalappliancesindustry.Manufacturersreducedthepricesoftheirproducts地址：南部商务区利时商务大厦903-A邮箱：info@yunoffer.com全国热线：400-091-1213\ntounprecedentedlowlevelsinordertomaximizetheirmarketshare.Asanactofmarketcompetition,theMarketingDepartmentwhereIworkedlaunchedTravelingExpositionsofHisenseProducts.Asoneofthefourkeypersonnelofthedepartment,IplannedandorganizedaseriesofexhibitionsinmostmajorcitiesinChina.Ourone-yeareffortsachievedremarkablemarketeffects.InShijiazhuanCity,forinstance,ofatotalof30brands,oursalesoftelevisionsandairconditionersaccountedfor24%and18%respectivelyin2000.Inthatyear’sperformanceevaluation,IwasawardedtheGroup’sModelEmployee.Myunderstandingofmarketingwasenrichedandmodifiedbymy2-yearpracticalworkexperience.Tome,marketingwasnotmerelycomposedofsuchelementsasproductdesigning,promotionthroughadvertising,pricingmodels,anddistributionchannels.Italsoencompassedtheanalysisofthebehaviorbothofyourcompetitorsandofconsumers,studiesinorganizationbehavior,brandmanagement,anddecision-makings.Believingthatamoresystematiceducationwouldcontributetoamoresuccessfulcareer,IwentbacktomyalmamaterinSeptember2000andwentonwithaMaster’sprograminEngineeringandManagementScienceinordertogainknowledgeonahigherprofessionallevel,tofollowthemostupdatedacademicinformation,andtoimprovemymanagerialYUNOFFERcaliber.Backedbymyworkexperience,myacademicfocusbecamebetter-definedandIwasmoreself-motivatedinmystudies.Withacomprehensivecoursework地址：南部商务区利时商务大厦903-A邮箱：info@yunoffer.com全国热线：400-091-1213\ncoveringadvancedmathematicalplanning,decision-makingstrategies,managementstatistics,andfuzzymathematics,Iachievedobviousimprovementintheoreticalknowledgeandintheapplicationoftools.Idevelopedbroaderperspectivesandwasabletoconductmyresearchfrommoreadvancedprofessionallevels.Mythesis,entitledAStudyofEnterprises’StrategicAlliancesBasedonanAnalysisofResourceComplementarity,presentedawhollynovelexplanationofcorporatealliancesfromtheperspectiveofresourceintegration,aperspectivewhichdifferedfundamentallyfromtheconventionalviewheldbymostscholarswhichexplainedthenecessityandjustificationofcorporatealliancefromtheangleoftransactioncostandvaluechain.InsteadoffeelingcontentedwithmyhighGPAfortheMaster’sprogram(3.6),Ihavecometorealizehowmuchthereisstillformetolearninthefieldofmanagement,especiallyinmarketing.MostuniversitiesinChinatreatmarketingpurelyasatheoreticalcourse,withneithercaseanalysisnoropportunitiesforstudentstopracticethetheoriestheyhavelearned.Intermsofcurriculum,studiesinmarketingpsychologyandindividualbehaviorhavehardlybeenundertaken.Moreover,thelackofanalyticaltoolshasresultedininsufficientanalysisofthemarketfeedback.Realizingthatsuchdeficienciescanscarcelybeovercomewithinashortperiodoftime,IbelievethatamoresuccessfulcareermustbepursuedYUNOFFERthroughaPh.D.programoutsideChina,ideallyinafirst-rateuniversityintheUnitedStates.地址：南部商务区利时商务大厦903-A邮箱：info@yunoffer.com全国热线：400-091-1213\nWithmyundergraduateandgraduatebackgroundinengineeringandmanagementscience,IwouldliketofocusononeofthefollowingareasinyourPh.D.program:a.marketingmanagement;b.behavioralapproachestomarketingorconsumerbehavior;andc.channelsofdistribution.Ihavealsodrawnupmytentativecareerobjective.Iwillcompletemydoctoralprogrambyundertakingextensiveresearchesandcarryingoutsomespecificprojects.Afterobtainingmydegree,IwillseeksometeachingexperiencesinanAmericanuniversitywhilecontinuingwithadvancedresearchesonthelatestresearchtopics.InthiswayIcankeepdevelopingmyacademicaptitudes.Afteraccumulatingsufficientteachingandresearchexperience,IwillseekateachingpositioninaprestigiousuniversityinChinawhereIwillsharewithmyfuturestudentsandcolleaguesmyresearchfindingsandtheknowledgeIhaveacquiredintheUnitedStates.IhopetodevelopmyselfultimatelyintoaleadingspecialistinmarketingandmanagementwhocancontributetobringingChinesescholarshipinthisfieldontoamoreadvancedlevel.CMU’sPh.D.programincomputerscienceisheavilyintegratedwithresearchactivitiesandisdesignedtonurturepeoplewithrawtalentandintellectinanenvironmentwhichpermitsthemthoroughimmersioninresearchandcoursework.Theprogrampromisestoproducewell-educatedresearchersandfutureleadersincomputerscience.IamveryexcitedoverthiswonderfulvisionbecausesuchaYUNOFFERprogramoffersmeabasistotranslatemydreamsintorealities.Withoutsuchaprogram,manyofmydreamswillremainmerefantasies.地址：南部商务区利时商务大厦903-A邮箱：info@yunoffer.com全国热线：400-091-1213