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My practical work experience in marketing started with my employment at the Sales Department of Beijing Education & Cultural Communications Center upon my graduation in the summer of 2001. Over the past one year, I participated in planning promotion campaigns for several sets of book series and in the management of media publicity. I was also responsible for designing the exhibitions for those book series. However, in performing my responsibilities, I became dismayed by the reality. Theoretically speaking, marketing responsibilities within a company should be specified and marketing personnel should perform their duties according to specialized division of labor so that the efficiency can be optimized. Nevertheless, in actual operations, different divisions of labor among different departments tend to produce conflicted interests and communication barriers, resulting in disruptions in work schedules and in reduced efficiency. I came to realize that teamwork is still a major problem within Chinese context, especially in the field of marketing, that needs to be worked out. To materialize good concepts of marketing, optimum approaches must be adopted that can meet the changing circumstances of the environment. My heretofore work experience shows me that, although marketing has developed into a comprehensive discipline that is both enlightening and capable of social guidance over a century-long innovation and evolution, the idea of marketing as the strategic presence of a given enterprise has not yet been established within the Chinese economic milieu. With the increased competition brought about by globalization, especially with China’s accession to the WTO, the widely-accepted conventional formula of “production + product + marketing” has been rendered obsolescent, unable to satisfy the needs of China’s present buyer’s market and the necessity to maintain sustainable development after China’s WTO accession. In particular, faced with the challenges posed by the emergence of knowledge economy, Chinese enterprises must revolutionize its conventional notions of marketing. Toward this objective, Chinese enterprises must top-level management and marketing professionals who can formulate effective marketing strategies and establish highly efficient marketing network. In this regard, prospective marketing professionals have a mission and a responsibility to perform. Apart from my interest and my potential, this factor constitutes the most direct reason behind my current effort to apply for a Ph.D. program in marketing at your prestigious university. It is my expectation that in my future degree program I will be exposed to the most recent concepts and modes of thinking in marketing which I can ultimately apply to the Chinese marketing practice.
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