注：爱丁堡文书分为2部分, personal statement (around 500 words)和Relevant Knowledge/Training Skills (max 3500 characters, approximately 500 words),这点和其他学校不太一样。

Universityof Edinburgh

爱丁堡大学

Master'sin Marketing and Business Analysis (around 500 words)

市场营销和商业分析硕士(500字左右)

Seeingbunches of mouth-watering grapes brought into the lecture room by myEconomics of Agrotechnology teacher Mr Xin, I felt curious abouttoday’s case analysis. “Do you guys want to taste someseedless grapes?" Asked Mr Xin. “Of course!” On thathot summer day, I indeed expected to enjoy such refreshment andcheered together with my classmates. “However, these grapesalways struggle with poor sales in Sichuan Province. Do you knowwhy?” When hearing this question, my curiosity took the placeof my thirst. “This is because its name sounds like having nochild in Sichuan dialect.” Explained by a classmate fromSichuan…

看到一串串令人垂涎三尺的葡萄被我的农业技术经济学老师辛老师带进了课堂，我对今天的案例分析充满了好奇。"你们想尝尝无核葡萄吗？"辛先生问。“当然！”在那个炎热的夏天，我真的期望享受这样的茶点，和我的同学一起欢呼。“然而，这些葡萄总是在四川省销售不佳的情况下挣扎。你知道为什么吗？”当听到这个问题时，我的好奇心取代了我的渴望。“这是因为它的名字听起来像四川话里的无子。”一个四川的同学解释的…

Lateron that day, we shared the grapes, but what tasted sweeter was theenlightenment I gained from this case analysis. Generally, farmers inChina seldom do market researches when making production plans, andtheir homogeneous agricultural products survive in a perfectlycompetitive market with very limited profits. However, updatedproduction plans and marketing strategies are very likely to make adifference to the sales volume of those agricultural products. I thusfelt eager to further explore the field of production planning andmarketing scheme, especially in the agricultural product market, andaimed at promoting the income for the low-income farmers in Chinawhose agricultural industry is still seeking development.

那天晚些时候，我们分享了葡萄，但尝起来更甜的是我从这个案例分析中得到的启示。一般来说，中国的农民在制定生产计划时很少做市场调查，他们的同质农产品在完全竞争的市场中生存，利润非常有限。然而，更新的生产计划和营销战略很可能对这些农产品的销量产生影响。因此，我渴望进一步探索生产计划和营销方案领域，特别是在农产品市场，旨在提高中国农业仍在发展中的低收入农民的收入。

Thenfrom my communication with Mr Xin and many guest speakers invited tohold public lectures, I was excited to familiarise myself with thefrontier knowledge about business: the booming e-commerce isbenefiting and will still positively impact the business world, inwhich the decision making will be increasingly data-driven. I thusturned much more passionate for applying quantitative instruments toagricultural business growth.

从我与辛先生和许多应邀举办公开讲座的演讲嘉宾的交流中，我很高兴地了解到关于商业的前沿知识:蓬勃发展的电子商务正在并将继续积极影响商业世界，在这个世界中，决策将越来越多地由数据驱动。因此，我变得更加热衷于将定量工具应用于农业企业增长。

Myacademic interest and deepened understanding of the prospect ofbusiness have also shaped my clear career aspirations: I plan to workas a manager of an agricultural agency engaged in planning for theproduction and implementing data-driven marketing strategies, as wellas promoting agricultural business through collaboration andintegration of agricultural products with other industries, such astourism and education.

我的学术兴趣和对商业前景的深入理解也形成了我明确的职业抱负:我计划在一家农业机构担任经理，从事生产规划和实施数据驱动的营销战略，以及通过农产品与其他行业(如旅游和教育)的合作和整合来促进农业业务。

Toachieve these goals, I desire to pursue my Master’s degree atthe world renowned University of Edinburgh, where I will furtherconsolidate my knowledge base of strategic marketing and acquire morepractical skills. I am particularly interested in the module DataMining, which will be helpful to my engagement in the e-commerce ofagricultural products; I also expect to register for the course GameTheory for Business Analytics, which will guide me to make wisedecisions about the most appropriate production strategies for theagricultural products of high-level homogeneity.

为了实现这些目标，我渴望在世界著名的爱丁堡大学攻读硕士学位，在那里我将进一步巩固我的战略营销知识基础，并获得更多的实践技能。我对模块数据挖掘特别感兴趣，这将有助于我从事农产品电子商务；我还希望注册“商业分析博弈论”课程，该课程将指导我做出明智的决策，为高度同质的农产品制定最合适的生产策略。

Lookingforward to my future, I am confident to achieve a lot in thisprogramme and look forward to turning my good knowledge andexperience about China’s agricultural products market as areference for the worldwide marketing studies and practice. When theseedless grapes can be sold in a large quantity in Sichuan owing tomy wisdom and innovation, it will be a perfect moment for enjoying mysweet grapes.

展望我的未来，我有信心在这个项目中取得很大的成就，并期待着将我对中国农产品市场的良好知识和经验作为全球营销研究和实践的参考。当无籽葡萄由于我的智慧和创新在四川大量销售时，那将是享受我的甜葡萄的完美时刻。

RelevantKnowledge/Training Skills (max 3500 characters, approximately 500words)

相关知识/培训技能(最多3500字，约500字)

Goal-oriented,self-motivated and well-organised, I have been practising myuniversity plans since I was admitted into Renmin University of Chinawidely acknowledged for its research and teaching strengths inpolitics-and-economics-related disciplines.

自从我被中国人民大学录取以来，我就一直在实践我的大学计划。中国人民大学在政治和经济相关学科的研究和教学实力得到了广泛认可。

Throughattending such courses as Marketing and Market Science ofAgricultural Products, I have built my complete knowledge frameworkof marketing. Moreover, I opted for the modules of Calculus,Statistics, and Econometrics at school, and, making full use of myweekends and holiday time, taught myself a wide range of economicmodels, such as structural equation model and double curvature model.My relentless academic efforts are believed to have honed myquantitative reasoning in preparation for my data-based analysis oftargeted consumers’ behaviours.

通过参加市场营销和农产品市场学等课程，我建立了自己完整的市场营销知识框架。此外，我在学校选择了微积分，统计学和计量经济学的模块，并充分利用我的周末和假期时间，自学了广泛的经济模型，如结构方程模型和双曲率模型。我不懈的学术努力被认为磨练了我的定量推理能力，为我基于数据的目标消费者行为分析做准备。

Withmy expertise in the discipline of Marketing and Business graduallyenhanced, I got myself actively involved in designing agriculturalbusiness strategies. When watching the news reporting theless-developed agricultural industry in Xinjiang Wei MinorityAutonomous Region, I felt sympathised about the local people’sstruggle to increase their income but in vain. I thus led my group todesign a strategic business plan for them, and drew our inspirationfrom its Karez, an irrigation system unique in local dry areas.Referring to the concept of the Sixth Industry learned in anothercourse Agricultural Policies and observing the increasingly boomingrural tourism, I proposed to develop local tourism with Karez as oneof the highlights to attract people home and abroad. My proposal hasbeen further confirmed with my model-based analysis and academicliterature review, and also received the third prize in theInnovation Cup Competition of the Renmin University of China-anacknowledgement for my data-driven reasoning, teamwork spirit, andinterdisciplinary perspective. This experience made me become moreeager to apply my knowledge of market research and business analysisto real life and participate in the follow-up practice

随着我在市场营销和商业领域的专业知识逐渐提高，我积极参与了农业商业战略的设计。当看到新闻报道新疆维吾尔族自治区欠发达的农业时，我对当地人民努力增加收入却徒劳无功感到同情。因此，我带领我的团队为他们设计了一个战略商业计划，并从其坎儿井中汲取灵感，坎儿井是当地干旱地区特有的灌溉系统。参考在另一门课程《农业政策》中学到的第六产业的概念，并观察到日益繁荣的乡村旅游，我建议以坎儿井作为吸引国内外游客的亮点之一来发展当地的旅游业。我的建议得到了我基于模型的分析和学术文献综述的进一步证实，并获得了中国人民大学创新杯竞赛的三等奖——这是对我的数据驱动推理、团队合作精神和跨学科视角的认可。这次经历使我更加渴望将我的市场研究和商业分析知识应用到实际生活中，并参与后续实践

Outsideof the classroom, my endeavour in turning my expertise into practiceand seeking after further self-improvement has never stopped. InBaiguyuan Business and Trade Ltd. Co., I embraced my firstopportunity to contribute to the marketing strategies reform andsales increase of agricultural products. Not long after starting myinternship there, I noticed their lack of a complete scheme ofmarketing and severe homogeneity of products, which led to theirdevelopment obstacles for years. Then I collected the sales data ofall the main products, including the sources of customers, orders,and locations of their customers, and made them into three monthlysales reports as a reference for their marketing design later. Withmy enhanced understanding of the product features and thecompetitors’ products, I conducted a FAB analysis, based onwhich I proposed health keeping as the selling point. Focusing onthis new selling point, I finished three pieces of copywriting andpublished them on the company’s official account of WeChat,which witnessed 30% click rate increase in two months. Owing to myefforts and bold attempt, we were also excited to see the sales ofthe products increased 20%, proving that my expertise and innovationwere creating more values for the local farmers’ well-being,which motivated me to contribute more.

在课堂之外，我从未停止努力将我的专业知识付诸实践，并寻求进一步的自我完善。在百谷源商贸有限公司，我第一次有机会为农产品的营销策略改革和销售增长做出贡献。在那里开始实习后不久，我注意到他们缺乏完整的营销方案，产品同质化严重，导致他们多年来发展受阻。然后我收集了所有主要产品的销售数据，包括客户的来源，订单，他们客户的地点，做成三个月的销售报告，作为他们后期营销设计的参考。随着我对产品特性和竞争对手产品的进一步了解，我进行了FAB分析，在此基础上，我提出将保健作为卖点。围绕这个新卖点，我完成了三篇文案，发布在公司的微信官方账号上，两个月见证了30%的点击率提升。由于我的努力和大胆尝试，我们还兴奋地看到产品销售额增加了20%，证明我的专业知识和创新为当地农民的福祉创造了更多价值，这促使我做出更多贡献。

（介绍了实习经历，在实习中，我提出将保健作为卖点。围绕这个新卖点，我完成了三篇文案，发布在公司的微信官方账号上，两个月见证了30%的点击率提升。由于我的努力和大胆尝试，我们还兴奋地看到产品销售额增加了20%，进一步证明了自己的营销能力）。

笔者点评：

这是一篇非常好的PS，尤其是第一部分开头段讲述了无籽葡萄的例子，由于营销没有考虑到四川当地的禁忌，导致无籽葡萄在四川销售不佳。通过这件事过渡到自己的目标： “进一步探索生产计划和营销方案领域，特别是在农产品市场，旨在提高中国农业仍在发展中的低收入农民的收入”，衔接非常自然。

第二部分：阐述了自己的本科学术背景，学术经历，特别是积极参与了农业商业战略的设计，我带领团队为新疆维吾尔自治区欠发达的农业地区设计了一个战略商业计划，着力发展旅游业，提高了当地收入。我的成果获得了中国人民大学创新杯竞赛的三等奖——这是对我的数据驱动推理、团队合作精神和跨学科视角的认可。进一步突出了自己的能力，以及能够胜任未来研究生阶段的学习。