愛丁堡大學(xué)市場營銷和商業(yè)分析碩士的文書
University of Edinburgh
愛丁堡大學(xué)
Master's in Marketing and Business analysis (around 500 words)
市場營銷和商業(yè)分析碩士(500字左右)
Seeing bunches of mouth-watering grapes brought into the lecture room by my Economics of Agrotechnology teacher Mr Xin, I felt curious about today’s case analysis. “Do you guys want to taste some seedless grapes?" Asked Mr Xin. “Of course!” On that hot summer day, I indeed expected to enjoy such refreshment and cheered together with my classmates. “However, these grapes always struggle with poor sales in Sichuan Province. Do you know why?” When hearing this question, my curiosity took the place of my thirst. “This is because its name sounds like having no child in Sichuan dialect.” Explained by a classmate from Sichuan…
看到一串串令人垂涎三尺的葡萄被我的農(nóng)業(yè)技術(shù)經(jīng)濟(jì)學(xué)老師辛老師帶進(jìn)了課堂，我對今天的案例分析充滿了好奇。"你們想嘗嘗無籽葡萄嗎？"辛先生問?！爱?dāng)然！”在那個(gè)炎熱的夏天，我真的期望享受這樣的茶點(diǎn)，和我的同學(xué)一起歡呼?！叭欢?，這些葡萄總是在四川省銷售不佳。你知道為什么嗎？”當(dāng)聽到這個(gè)問題時(shí)，我的好奇心取代了我對吃的渴望?！斑@是因?yàn)樗拿致犉饋硐袼拇ㄔ捓锏臒o子?！币粋€(gè)四川的同學(xué)解釋道…
(從一個(gè)故事開始,吸引讀者的注意)
Later on that day, we shared the grapes, but what tasted sweeter was the enlightenment I gained from this case analysis. Generally, farmers in China seldom do market researches when making production plans, and their homogeneous agricultural products survive in a perfectly competitive market with very limited profits. However, updated production plans and marketing strategies are very likely to make a difference to the sales volume of those agricultural products. I thus felt eager to further explore the field of production planning and marketing scheme, especially in the agricultural product market, and aimed at promoting the income for the low-income farmers in China whose agricultural industry is still seeking development.
那天晚些時(shí)候，我們分享了葡萄，但嘗起來更甜的是我從這個(gè)案例分析中得到的啟示。一般來說，中國的農(nóng)民在制定生產(chǎn)計(jì)劃時(shí)很少做市場調(diào)查，他們同質(zhì)的農(nóng)產(chǎn)品在完全競爭的市場中生存，利潤非常有限。然而，更新的生產(chǎn)計(jì)劃和營銷戰(zhàn)略很可能對這些農(nóng)產(chǎn)品的銷量產(chǎn)生影響。因此，我渴望進(jìn)一步探索生產(chǎn)計(jì)劃和營銷方案領(lǐng)域，特別是在農(nóng)產(chǎn)品市場，旨在提高中國農(nóng)業(yè)仍在發(fā)展中的低收入農(nóng)民的收入。
（確立了自己未來的目標(biāo)1： 進(jìn)一步探索生產(chǎn)計(jì)劃和營銷方案領(lǐng)域，特別是在農(nóng)產(chǎn)品市場，旨在提高中國農(nóng)業(yè)仍在發(fā)展中的低收入農(nóng)民的收入。）
Then from my communication with Mr Xin and many guest speakers invited to hold public lectures, I was excited to familiarise myself with the frontier knowledge about business: the booming e-commerce is benefiting and will still positively impact the business world, in which the decision making will be increasingly data-driven. I thus turned much more passionate for applying quantitative instruments to agricultural business growth.
從我與辛先生和許多應(yīng)邀舉辦公開講座的演講嘉賓的交流中，我很高興地了解到關(guān)于商業(yè)的前沿知識(shí):蓬勃發(fā)展的電子商務(wù)正在并將繼續(xù)積極影響商業(yè)世界，在這個(gè)世界中，決策將越來越多地由數(shù)據(jù)驅(qū)動(dòng)。因此，我變得更加熱衷于將定量工具應(yīng)用于農(nóng)業(yè)企業(yè)增長。
（目標(biāo)2：我也非常熱衷于將定量工具應(yīng)用于農(nóng)業(yè)企業(yè)增長）
My academic interest and deepened understanding of the prospect of business have also shaped my clear career aspirations: I plan to work as a manager of an agricultural agency engaged in planning for the production and implementing data-driven marketing strategies, as well as promoting agricultural business through collaboration and integration of agricultural products with other industries, such as tourism and education.
我的學(xué)術(shù)興趣和對商業(yè)前景的深入理解也形成了我明確的職業(yè)抱負(fù):我計(jì)劃在一家農(nóng)業(yè)機(jī)構(gòu)擔(dān)任經(jīng)理，從事生產(chǎn)規(guī)劃和實(shí)施數(shù)據(jù)驅(qū)動(dòng)的營銷戰(zhàn)略，以及通過農(nóng)產(chǎn)品與其他行業(yè)(如旅游和教育)的合作和整合來促進(jìn)農(nóng)業(yè)業(yè)務(wù)。
（闡述自己的職業(yè)目標(biāo)）
To achieve these goals, I desire to pursue my Master’s degree at the world renowned University of Edinburgh, where I will further consolidate my knowledge base of strategic marketing and acquire more practical skills. I am particularly interested in the module Data Mining, which will be helpful to my engagement in the e-commerce of agricultural products; I also expect to register for the course Game Theory for Business analytics, which will guide me to make wise decisions about the most appropriate production strategies for the agricultural products of high-level homogeneity.
為了實(shí)現(xiàn)這些目標(biāo)，我渴望在世界著名的愛丁堡大學(xué)攻讀碩士學(xué)位，在那里我將進(jìn)一步鞏固我的戰(zhàn)略營銷知識(shí)基礎(chǔ)，并獲得更多的實(shí)踐技能。我對模塊數(shù)據(jù)挖掘特別感興趣，這將有助于我從事農(nóng)產(chǎn)品電子商務(wù)；我還希望注冊“商業(yè)分析博弈論”課程，該課程將指導(dǎo)我做出明智的決策，為高度同質(zhì)的農(nóng)產(chǎn)品制定最合適的生產(chǎn)策略。
（說明為什么要到愛丁堡讀書，愛丁堡哪些課程能幫助自己）
Looking forward to my future, I am confident to achieve a lot in this programme and look forward to turning my good knowledge and experience about China’s agricultural products market as a reference for the worldwide marketing studies and practice. When the seedless grapes can be sold in a large quantity in Sichuan owing to my wisdom and innovation, it will be a perfect moment for enjoying my sweet grapes.
展望我的未來，我有信心在這個(gè)項(xiàng)目中取得很大的成就，并期待著將我對中國農(nóng)產(chǎn)品市場的良好知識(shí)和經(jīng)驗(yàn)作為全球營銷研究和實(shí)踐的參考。當(dāng)無籽葡萄由于我的智慧和創(chuàng)新在四川大量銷售時(shí)，那將是享受我的甜葡萄的完美時(shí)刻。
（首尾呼應(yīng)，再次表明自己的信心）
Relevant Knowledge/Training Skills (max 3500 characters, approximately 500 words)
相關(guān)知識(shí)/培訓(xùn)技能(最多3500字，約500字)
Goal-oriented, self-motivated and well-organised, I have been practising my university plans since I was admitted into Renmin University of China widely acknowledged for its research and teaching strengths in politics-and-economics-related disciplines.
自從我被中國人民大學(xué)錄取以來，我就一直在實(shí)踐我的大學(xué)計(jì)劃。中國人民大學(xué)在政治和經(jīng)濟(jì)相關(guān)學(xué)科的研究和教學(xué)實(shí)力得到了廣泛認(rèn)可。
(介紹自己的本科教育背景)
Through attending such courses as Marketing and Market Science of Agricultural Products, I have built my complete knowledge framework of marketing. Moreover, I opted for the modules of Calculus, Statistics, and Econometrics at school, and, making full use of my weekends and holiday time, taught myself a wide range of economic models, such as structural equation model and double curvature model. My relentless academic efforts are believed to have honed my quantitative reasoning in preparation for my data-based analysis of targeted consumers’ behaviours.
通過參加市場營銷和農(nóng)產(chǎn)品市場學(xué)等課程，我建立了自己完整的市場營銷知識(shí)框架。此外，我在學(xué)校選擇了微積分、統(tǒng)計(jì)學(xué)和計(jì)量經(jīng)濟(jì)學(xué)的模塊，并充分利用我的周末和假期時(shí)間，自學(xué)了廣泛的經(jīng)濟(jì)模型，如結(jié)構(gòu)方程模型和雙曲率模型。我不懈的學(xué)術(shù)努力被認(rèn)為磨練了我的定量推理能力，為我基于數(shù)據(jù)的目標(biāo)消費(fèi)者行為分析做準(zhǔn)備。
(突出自己在營銷和市場,經(jīng)濟(jì)學(xué),數(shù)學(xué),建模方面的積累和能力)
With my expertise in the discipline of Marketing and Business gradually enhanced, I got myself actively involved in designing agricultural business strategies. When watching the news reporting the less-developed agricultural industry in Xinjiang Wei Minority Autonomous Region, I felt sympathised about the local people’s struggle to increase their income but in vain. I thus led my group to design a strategic business plan for them, and drew our inspiration from its Karez, an irrigation system unique in local dry areas. Referring to the concept of the Sixth Industry learned in another course Agricultural Policies and observing the increasingly booming rural tourism, I proposed to develop local tourism with Karez as one of the highlights to attract people home and abroad. My proposal has been further confirmed with my model-based analysis and academic literature review, and also received the third prize in the Innovation Cup Competition of the Renmin University of China-an acknowledgement for my data-driven reasoning, teamwork spirit, and interdisciplinary perspective. This experience made me become more eager to apply my knowledge of market research and business analysis to real life and participate in the follow-up practice.
隨著我在市場營銷和商業(yè)領(lǐng)域的專業(yè)知識(shí)逐漸提高，我積極參與了農(nóng)業(yè)商業(yè)戰(zhàn)略的設(shè)計(jì)。當(dāng)看到新聞報(bào)道新疆維吾爾族自治區(qū)欠發(fā)達(dá)的農(nóng)業(yè)時(shí)，我對當(dāng)?shù)厝嗣衽υ黾邮杖雲(yún)s徒勞無功感到同情。因此，我?guī)ьI(lǐng)我的團(tuán)隊(duì)為他們設(shè)計(jì)了一個(gè)戰(zhàn)略商業(yè)計(jì)劃，并從其坎兒井中汲取靈感，坎兒井是當(dāng)?shù)馗珊档貐^(qū)特有的灌溉系統(tǒng)。參考在另一門課程《農(nóng)業(yè)政策》中學(xué)到的第六產(chǎn)業(yè)的概念，并觀察到日益繁榮的鄉(xiāng)村旅游，我建議以坎兒井作為吸引國內(nèi)外游客的亮點(diǎn)之一來發(fā)展當(dāng)?shù)氐穆糜螛I(yè)。我的建議得到了我基于模型的分析和學(xué)術(shù)文獻(xiàn)綜述的進(jìn)一步證實(shí)，并獲得了中國人民大學(xué)創(chuàng)新杯競賽的三等獎(jiǎng)——這是對我的數(shù)據(jù)驅(qū)動(dòng)推理、團(tuán)隊(duì)合作精神和跨學(xué)科視角的認(rèn)可。這次經(jīng)歷使我更加渴望將我的市場研究和商業(yè)分析知識(shí)應(yīng)用到實(shí)際生活中，并參與后續(xù)實(shí)踐。
（隨著自己專業(yè)知識(shí)的提高，我積極參與了農(nóng)業(yè)商業(yè)戰(zhàn)略的設(shè)計(jì)，我?guī)ьI(lǐng)團(tuán)隊(duì)為新疆維吾爾族自治區(qū)欠發(fā)達(dá)的農(nóng)業(yè)地區(qū)設(shè)計(jì)了一個(gè)戰(zhàn)略商業(yè)計(jì)劃，著力發(fā)展旅游業(yè)，提高了當(dāng)?shù)厥杖?。我的成果獲得了中國人民大學(xué)創(chuàng)新杯競賽的三等獎(jiǎng)——這是對我的數(shù)據(jù)驅(qū)動(dòng)推理、團(tuán)隊(duì)合作精神和跨學(xué)科視角的認(rèn)可）
Outside of the classroom, my endeavour in turning my expertise into practice and seeking after further self-improvement has never stopped. In Baiguyuan Business and Trade Ltd. Co., I embraced my first opportunity to contribute to the marketing strategies reform and sales increase of agricultural products. Not long after starting my internship there, I noticed their lack of a complete scheme of marketing and severe homogeneity of products, which led to their development obstacles for years. Then I collected the sales data of all the main products, including the sources of customers, orders, and locations of their customers, and made them into three monthly sales reports as a reference for their marketing design later. With my enhanced understanding of the product features and the competitors’ products, I conducted a FAB analysis, based on which I proposed health keeping as the selling point. Focusing on this new selling point, I finished three pieces of copywriting and published them on the company’s official account of WeChat, which witnessed 30% click rate increase in two months. Owing to my efforts and bold attempt, we were also excited to see the sales of the products increased 20%, proving that my expertise and innovation were creating more values for the local farmers’ well-being, which motivated me to contribute more.
在課堂之外，我從未停止努力將我的專業(yè)知識(shí)付諸實(shí)踐，并尋求進(jìn)一步的自我完善。在百谷源商貿(mào)有限公司，我第一次有機(jī)會(huì)為農(nóng)產(chǎn)品的營銷策略改革和銷售增長做出貢獻(xiàn)。在那里開始實(shí)習(xí)后不久，我注意到他們?nèi)狈ν暾臓I銷方案，產(chǎn)品同質(zhì)化嚴(yán)重，導(dǎo)致他們多年來發(fā)展受阻。然后我收集了所有主要產(chǎn)品的銷售數(shù)據(jù)，包括客戶的來源，訂單，他們客戶的地點(diǎn)，做成三個(gè)月的銷售報(bào)告，作為他們后期營銷設(shè)計(jì)的參考。隨著我對產(chǎn)品特性和競爭對手產(chǎn)品的進(jìn)一步了解，我進(jìn)行了FAB分析，在此基礎(chǔ)上，我提出將保健作為賣點(diǎn)。圍繞這個(gè)新賣點(diǎn)，我完成了三篇文案，發(fā)布在公司的微信官方賬號(hào)上，兩個(gè)月見證了30%的點(diǎn)擊率提升。由于我的努力和大膽嘗試，我們還興奮地看到產(chǎn)品銷售額增加了20%，證明我的專業(yè)知識(shí)和創(chuàng)新為當(dāng)?shù)剞r(nóng)民的福祉創(chuàng)造了更多價(jià)值，這促使我做出更多貢獻(xiàn)。
（介紹了實(shí)習(xí)經(jīng)歷，在實(shí)習(xí)中，我提出將保健作為賣點(diǎn)。圍繞這個(gè)新賣點(diǎn)，我完成了三篇文案，發(fā)布在公司的微信官方賬號(hào)上，兩個(gè)月見證了30%的點(diǎn)擊率提升。由于我的努力和大膽嘗試，我們還興奮地看到產(chǎn)品銷售額增加了20%，進(jìn)一步證明了自己的營銷能力）。
筆者點(diǎn)評(píng)：
這是一篇非常好的PS，尤其是第一部分開頭段講述了無籽葡萄的例子，由于營銷沒有考慮到四川當(dāng)?shù)氐慕桑瑢?dǎo)致無籽葡萄在四川銷售不佳。通過這件事過渡到自己的目標(biāo)： “進(jìn)一步探索生產(chǎn)計(jì)劃和營銷方案領(lǐng)域，特別是在農(nóng)產(chǎn)品市場，旨在提高中國農(nóng)業(yè)仍在發(fā)展中的低收入農(nóng)民的收入”，銜接非常自然。
第二部分：闡述了自己的本科學(xué)術(shù)背景，學(xué)術(shù)經(jīng)歷，特別是積極參與了農(nóng)業(yè)商業(yè)戰(zhàn)略的設(shè)計(jì)，我?guī)ьI(lǐng)團(tuán)隊(duì)為新疆維吾爾族自治區(qū)欠發(fā)達(dá)的農(nóng)業(yè)地區(qū)設(shè)計(jì)了一個(gè)戰(zhàn)略商業(yè)計(jì)劃，著力發(fā)展旅游業(yè)，提高了當(dāng)?shù)厥杖?。我的成果獲得了中國人民大學(xué)創(chuàng)新杯競賽的三等獎(jiǎng)——這是對我的數(shù)據(jù)驅(qū)動(dòng)推理、團(tuán)隊(duì)合作精神和跨學(xué)科視角的認(rèn)可。進(jìn)一步突出了自己的能力，以及能夠勝任未來研究生階段的學(xué)習(xí)。
