In a highly competitive environment， the ability to create competitiveedges over one's adversaries and to achieve ultimate victory in fiercecompetitions depends not so much on materials resources as on the mental factorsof intelligence and concepts. Those concepts that can lead to new visions andperspectives and those approaches that can effectively solve problems will havethe greatest value. The overriding factor which ensures the eventualmaterialization of new concepts and gives rise to effective approaches ismanagement. As a branch of applied science， the science of management hascrucial value not only for developing countries like China which are makinguttermost efforts to catch up with the developed countries， but also for theleading multinational giants in the developed countries themselves. For a personlike me who has decided to pursue marketing management as my career objective，to sharpen my intellectual caliber， to understand the essence of management andto 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 made some encouraging researchachievements. Of the two research papers that I wrote concerning strategicdevelopment of enterprises-Enterprise Strategic Alliance Based on ResourceComplementarity and The Strategic Orientation and Countermeasures for ChineseEnterprises in International Operations in the New Millennium， the former hasbeen published by Economic Tribune in Sept. 20__ and the latter has beenaccepted for publication by China Economists in Feb. 20__. These two researchpapers are the fruition of my active involvement in a research project namedStudy on Chinese Enterprises' Cooperation-Competition Models inHyper-Competitive Conditions， which is sponsored by China State Natural ScienceFoundation (Foundation Project No. 70140132)。 Another paper entitled BrandMarketing： A Competitive Mode on a Higher Level in Modern Economics has beenpublished by Contemporary Finance & Economics in November this year. Thoseresearch achievements can unmistakably indicate my tremendous potential toperform much more ambitious researches in my future degree program and I amdetermined to develop this potential to the fullest extent.
I completed my four-year systematic studies in Engineering and ManagementScience as an undergraduate at the School of Economics and Management， BeijingUniversity of Aeronautics and Astronautics. It is precisely this undergraduateeducation that has reinforced my determination to pursue marketing management asmy lifelong career. Although as an undergraduate my understanding of somecourses cannot be described as profound (some might even be said to be rathersuperficial)， my learning of those courses nevertheless widened my ken ofknowledge and broadened my vision.
In order to further enrich myself， I availed myself of every opportunity ofacademic exchange both on campus and off campus. I shuttled among PekingUniversity， Central Finance and Economics University， and China RenminUniversity on my bicycle in order to attend lectures delivered by the country'sleading scholars and entrepreneurs. Those lectures constituted an importantsupplement to my in-class training because they were immediately connected withthe realities of Chinese society. I also benefited importantly from myextracurricular activities. As minister of the Department of Social Practices ofthe School's Students Union， I planned and organized the School's Festival ofthe Art of Management. I also canvassed Pepsi Company to sponsor ouruniversity's basketball league match. In launching those activities， I improvedmy organizational and managerial skills. In retrospection， my undergraduateprogram was most strengthened by my self-conscious attention to various appliedsubjects-higher mathematics， statistics and probability， linear algebra，operations research， etc. It can be said that my undergraduate education (inwhich my overall scholastic performance ranked top 4th in my class consisting of30 students) enabled me to make some basic preparations in theoretical knowledgeand in the application of mathematical tools.
From Sept. 1998 to April 20__， my employment with Hisense Group in QingDaoCity， Shandong Province (one of the largest manufacturers of electricalappliances in China) was a major opportunity to practice what I had learned. Thesecond year I joined the Group， the most fierce price warfare happened toChina's electrical appliances industry. Manufacturers reduced the prices oftheir products to unprecedented low levels in order to maximize their marketshare. As an act of market competition， the Marketing Department where I workedlaunched Traveling Expositions of Hisense Products. As one of the four keypersonnel of the department， I planned and organized a series of exhibitions inmost major cities in China. Our one-year efforts achieved remarkable marketeffects. In Shijiazhuan City， for instance， of a total of 30 brands， our salesof televisions and air conditioners accounted for 24% and 18% respectively in20__. In that year's performance evaluation， I was awarded the Group's ModelEmployee.
My understanding of marketing was enriched and modified by my 2-yearpractical work experience. To me， marketing was not merely composed of suchelements as product designing， promotion through advertising， pricing models，and distribution channels. It also encompassed the analysis of the behavior bothof your competitors and of consumers， studies in organization behavior， brandmanagement， and decision-makings. Believing that a more systematic educationwould contribute to a more successful career， I went back to my alma mater inSeptember 20__ and went on with a Master's program in Engineering and ManagementScience 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 Iwas more self-motivated in my studies. With a comprehensive coursework coveringadvanced mathematical planning， decision-making strategies， managementstatistics， and fuzzy mathematics， I achieved obvious improvement in theoreticalknowledge and in the application of tools. I developed broader perspectives andwas able to conduct my research from more advanced professional levels. Mythesis， entitled A Study of Enterprises' Strategic Alliances Based on anAnalysis of Resource Complementarity， presented a wholly novel explanation ofcorporate alliances from the perspective of resource integration， a perspectivewhich differed fundamentally from the conventional view held by most scholarswhich explained the necessity and justification of corporate alliance from theangle 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 much there is still for me to learn in thefield of management， especially in marketing. Most universities in China treatmarketing purely as a theoretical course， with neither case analysis noropportunities for students to practice the theories they have learned. In termsof curriculum， studies in marketing psychology and individual behavior havehardly been undertaken. Moreover， the lack of analytical tools has resulted ininsufficient analysis of the market feedback. Realizing that such deficienciescan scarcely be overcome within a short period of time， I believe that a moresuccessful career must be pursued through a Ph.D. program outside China， ideallyin a first-rate university in the United States.
With my undergraduate and graduate background in engineering and managementscience， I would like to focus on one 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 mytentative career objective. I will complete my doctoral program by undertakingextensive researches and carrying out some specific projects. After obtaining mydegree， I will seek some teaching experiences in an American university whilecontinuing with advanced researches on the latest research topics. In this way Ican keep developing my academic aptitudes. After accumulating sufficientteaching and research experience， I will seek a teaching position in aprestigious university in China where I will share with my future students andcolleagues my research findings and the knowledge I have acquired in the UnitedStates. I hope to develop myself ultimately into a leading specialist inmarketing and management who can contribute to bringing Chinese scholarship inthis field onto a more advanced level.
CMU's Ph.D. program in computer science is heavily integrated with researchactivities and is designed to nurture people with raw talent and intellect in anenvironment which permits them thorough immersion in research and coursework.The program promises to produce well-educated researchers and future leaders incomputer science. I am very excited over this wonderful vision because such aprogram offers me a basis to translate my dreams into realities. Without such aprogram， many of my dreams will remain mere fantasies.
Personal Statement
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