第一份申请材料刚刚submit.期望3个月后能等来一个好结果。

我一向要在deadline前才把所有的事情赶完。我的几个推荐人也是。希望他们明天能给我把推荐信submit了！

感谢芳芳今晚最后给我改的ps里的语法问题。

 

ps贴这里了，路过的朋友给点意见吧。以利接下来的申请。

 

Personal Statement

In the fall of 2004, I was on a business interview trip alone. In front of me, machines were rumbling, producing 4,500 pairs of socks every minute. Founded in 1995, Langsha has mysteriously become the world’s second largest socks manufacturer with a yield of 1.2 billion pairs per year. The entrepreneur shared his experience with me, a curious teenage in front of him, “Efficient manufacturing was not the whole story, while effective marketing made that mystery possible.”

It was the first time that I am really shocked by the power of marketing. What I saw was producing 4,500 pairs in a minute, while what I did not see was marketing the same number to customers during the same single minute. Clearly the latter was much more challenging as the market environment was always changing, filled with fierce competition.

One year later, on my exchange study in National University of Singapore, I selected a module in marketing, Pricing Models and Strategy. Professor Trichy V. Krishnan, head of marketing, was the lecturer ant it was him who for the first time depicted the vivid pictures of marketing to me. I gradually formed strategic thinking on marketing issues from the cases we discussed every week in the class of 30 students from 8 countries. The products we have touched range from metal cushion pads to chicken lens, projecting machines, AA tickets, etc. Besides, as one of the most confident students for his mathematics in the class, I was really attracted by the models Trichy wrote occasionally on the blackboard. Such mathematical models convinced me that marketing is also a science.

Upon back to China, I started my own exploration in marketing research. I searched through JSTOR and EBSCO and scanned more than one hundred papers published in the leading journals such as Marketing Science, Journal of Marketing Research and Management Science. I began the reading with a focus on new product diffusion models. In a course project for multivariate analysis, I extended Bass model by Hierarchical and Sequential Clustering methods and introduced the concept of Gradational Bass model which is an additive model with parameters indicating different start time for diffusion in different geographical areas. Empirical analysis on internet’s diffusion in China showed a slight improvement than simple Bass model by my method.

That project earned me the only full score in the class and also a rarity opportunity to do marketing research on a consulting project for Shanghai Media Group, the second largest media group in China. As the only data analyst in the team, I was responsible for constructing TV ratings prediction models. Though quite challenging, the job was to my taste. Upon now, I have made two significant contributions. The first was the strategic framework of three dimensions analysis for TV ratings, program, audience and broadcast. Based on that framework, we derived strategies on targeting, segmentation and scheduling. The second was much tactical that I introduced the two-stage choice model which has been proved to be superior to simple regression to the data. What’s more, I have independently finished an academic paper “Audience Migration Matrix—A practical approach in TV ratings analysis” which was on measuring audience flow-in and flow-out levels between two successive time slots from aggregated data. Though it was not a part for the project, my method proved to be simple and practical to SMG data and I derived useful managerial implications which are additional value for SMG.

Another good opportunity that has further prepared me in marketing research is my internship and training in MasterCard International. My mentor, James Chen, Vice president and advisor of MasterCard Asia Pacific, is an expert in Data mining and Database marketing. He shared with me his ten year database marketing experience and gave me a four week exclusive training on data mining techniques and applications. The scope of the training enlarged my vision on modern marketing research, especially in the areas of customer choice, customer loyalty and brand preference and I became strongly interested in the mining of grocery panel data, credit data and internet click stream data.

Two months ago, I had a talk with Professor V. Padmanabhan, INSEAD Chaired Professor of Marketing, and a former professor in Stanford as well. After I introduced my experience and observations, he encouraged me to pursue Ph.D. in marketing. When we referred to marketing in China, I found surprisingly that marketing has never been well recognized as a science by public in China, even by scholars. Most of companies still misunderstand marketing as making marketing decisions and lots of scholar’s research seems to be out of date. A brief look of the recent publications in the leading marketing journals can tell how little Chinese scholars have contributed in this area. As an emerging market, China, on the edge of taking-off, is attracting eyes of scholars in every area. It is responsibility as well as opportunity for the marketing scholars in understanding how the Chinese markets operate. As a potential one among them, I am definitely willing to devote myself into this field.

Famous for quantitative research in marketing, Stanford Graduate School of Business is clearly my dream school in pursuing a Ph.D. degree with a focus on quantitative modeling. Pricing, Customer loyalty, Customer Choice and Brand Perception are areas I am extremely interested in. Before application, I have contacted Professor James M Lattin. He found my background strong and interests a good fit to your program and encouraged me to apply. My solid statistical background, persistent self exploration and real business modeling experience lend me confidence to believe that I am an ideal candidate to join your world renowned program. Given the opportunity, I would expect to be well educated in marketing research, and meanwhile, I would bring marketing research work in a Chinese context, just as the leading sock manufacturer I visited.

Sincerely,

Chunhua Wu

一样的雨，不一样的气温。

去年此时应该在不到West coast park 到Jurong east中间的地段，水库南岸储油基地。

嗯，应该是在和荷真枪实弹的士兵聊天，然后人家用枪托帮我把自行车修好了！

这个经历一生难忘

Fudan 牌经管类产品海外营销战略规划及成功性预测分析

-----基于Chunhua Wu货号的实证分析

很忙！

 

压力最大的过去了，接下来的日子虽然依旧很忙，但是会更加 relax,更加confident,更加值得expecting！

      今天偶然碰到了俊濮，见面两句聊到前程，然后得知他已经被 Columbia University录取了，PhD in Physics,连申请材料都不用寄。Cong!!!

      我们这一级来自乌镇的在复旦的就俊濮和我两人。我是乡土情节很重的人，俊濮前程无忧，我自然非常高兴。木心先生刚刚从哥伦比亚回来乌镇定居，有家乡的小辈就要去那里了，算是一种更替，轮回，还是新生？

      于是又想到我们这个小镇同一级的几位的前程。海粱兄在北大毫无疑问过得是相当不错，一年后会拒哪些学校，又去哪个呢？还是研究化学吧，抑或现在也已有offer了，尚未确认。还有几位在浙大的，估计继续读研的为多，还有一位在南开的，仿佛准备找工作了。田兄呢，不是严格意义的乌镇人了，反正“在瑞典华人界小有名声”了。弟兄们前程都很不错，我还在痛苦挣扎中，盼望也能有个好收成！

      晚上开会，老板辞掉了主任职务，项目全球排名第8的结果刚刚出来，也算是功成了。而老板的下一站就计划在Columbia University，一天内听到两个Columbia，巧合吗？希望哪天能听到一个INSEAD的。

     一时兴起写的paper终于搞定了，看上去还不错，不过我知道这个的价值不大，如果能把这个算法推到一个真正有用的领域就好了。写了更进一步觉得统计基础的重要性，原来自己连期望是什么都没理解透彻。李老说得太精准了，要是研究生毕业的时候能把他的书看明白就很不容易了，确实是实话啊。。。Anyway希望有地方能看到我的research potential 然后收留我吧。

      弟兄们加油，复旦03级尚未搞定前程的那位乌镇同学加油。

 

今天看到INSEAD网申，它家给了一个框，说字少就可以直接拷进去，字超过6000就要贴附件，PS竟然还可以写6000字以上啊！想了好久，终于写好了我的ps:

I think I am really suitable for your esteemed program. For further questions, please feel free to contact me.