郑俊斌老师独创训练“撰写外企录取与否的最后一篇表态、计划方案或综述文书”的成功案例

    某学员即将被一500强跨国企业录用，但高管们出的最后一道笔试题是要求写一篇Motivation Letter, 以考察其专业知识、面对困难和解决困难的能力，当然也检验其是否茶壶煮饺子（有料倒不出）--英文表达能力是否达到公司要求是致命的。

Motivation Letter(这封信只有英文，我们加上中文翻译是为了大家更好理解其内涵和实义)

中国是一个在无论是法律法规, 市场形态还是消费习惯上都在发生重大变化的市场. 相比于其他进入中国的外资零售企业, 这家跨国公司进入中国市场更早, 并且在经营方式上更具国际化, 有非常强的适应能力. 他非常灵活, 强调本地化, 这些成为他在中国竞争的有利条件, 到目前这家跨国公司在中国发展得很成功, 我相信他的自有品牌的发展也会受益于他的竞争优势并且在中国取得相当的成功.

The China market has gone through great changes in the areas of legal affairs and regulations, market trends and consuming habits. Compared to other foreign retail companies, this international company entered China earlier than others, with her business model more internationalized, strong in adaptability, flexibility and localization emphasized, enabling herself to own favourable rivaling conditions in China. By now, her China business development proves successful and I believe that her private brands will also achieve remarkable targets in China with the help of her comprehensive competitive cutting edge.

这家跨国公司在中国建立了全球采购的功能, 这非常有利于自有品牌在供应商上的选择, 而且为自有品牌发展长期的战略合作伙伴提供了可能.

从DM的表现上看, 明显地这家跨国公司希望以快速更新的促销及低价和消费者之间建立更密切的联系. 这一点不仅有助于提高其市场竞争力, 并且对推广包括自有品牌在内的新产品非常有利. 这使我对这家跨国公司自有品牌的发展更有信心, 并且对发挥自己在新产品推广方面的能力乐观.

The following will sustain my rationale:

Ø         In the first place, her global purchasing function already set up in China will not only provide more options in private brands in the link of suppliers, but also foster and reinforce her long-term private branding development strategies in cooperative partnerships.

Ø         In the second place, the performance of this international company's DM has safeguarded my above rationale too. Obviously, this international company is considered to establish more close ties with consumers by the means of swift renovated promotion and appealing prices, which aid her competitiveness upgrading in the market on the one hand and put herself in a privileged position in her new product launching including her private brands on the other hand.

Ø         Based on the above justification, I will be filled with confidence in her private brands development and maintain optimistic about my ability in marketing our new products

自有品牌在中国的发展还处于起步阶段, 但是”好品质低价格”对消费者永远是有吸引力的. 拥有零售渠道的超市自有品牌无疑具有巨大的市场空间和乐观的前景. 在欧洲读书时, Tesco成功的自有品牌给我留下了深刻的印象. 屈臣氏自有品牌在中国取得的巨大进步令我对于在这个领域发挥品牌管理经验非常期待.

中国的人均消费在迅速增长, 并且现在的消费已经不再只是为了日常所需, 也为了快乐甚至时尚. 对于喜欢将店开在市中心的这家跨国公司来说, 了解这一点尤其重要. 自有品牌的?必须最大化地满足消费者的物理和心理需求, 才能取得大的成功. 相信我在市场和消费者研究方面的经验会对这家跨国公司自有品牌的发展有所贡献.

Next, I will shed some light on the current private branding development in China:

1.         Thank God! The catchword “Good plus low price” has been attracting buyers.

2.         Till now, those private brands belonging to those famed shopping malls owning their exclusive retail channels, no doubt, have been enjoying huge market space and promising prospects.

3.         Being enlightened by the impressive Tesco private brand development while I was studying in Europe, I have been analyzing Watsons’ private branding processing in China and I find it is making unbelievably remarkable strides in its private branding expanding, which also lures me to expect eagerly to embody my expertise and experience in new product & brand revolutionizing and brand management in this domain.

4.         China’s per capital consuming level has been lifted year by year with the Chinese people’s purchasing targets not only meeting their daily needs but seeking fun and fashion, which will never be overemphasized, I suppose, by this international company, a successful entity that normally operates stores in down town area.

5.         In China, private brands have no reason not to satisfy buyers’ material and psychological demands before succeeding. Out of this perspective and envision, I am willing to dedicate myself to this international company's private brand performance relying on my marketing and consuming behaviour research in-house practice.

As a conclusion, I have been densely involved in FMCG for the last decade, which is driven by the aspiration of loving the marketing profession, as well as an inclination of looking for challenging aspects, broadening my view and business area encountering. Besides wishing to facilitating my ability in communication coordination and management organizing, I will all the more like to exhibit my upbeat, proactive and never indomitable spirit to perfect and improve myself.

Facing problems and competitions, a marketer working in this international company's private branding aspect needs both pragmatic market experience and an attitude to further learn things, as you will always meet with unexpected errors and malfunctions in harmony. There is a highlighted shortcoming that China’s suppliers are not function well in self disciplining, organizing ability, productivity increasing and strategic orientating and sharpening, as well as product renewing, which need to be realistically put on table, reasonably balanced and unreservedly resolved.

I would like to accept challenges ,adapt myself to the new environment, to explore, to grow and constantly reinforce my competitiveness just like what this international company did during her initial phase in China. I am ready when you are ready. Thanks for your attention.  

在快速消费品行业工作了十年, 我非常热爱做从事的市场专业, 但同时也在寻找具有挑战性的新领域, 扩展自己的视野和经验, 并且希望在发挥自己沟通协调和管理组织方面的能力之外, 进一步提高自己乐观积极, 百折不挠的精神, 完善自我.

我明白在这家跨国公司的自有品牌领域工作, 不仅需要市场经验, 更需要学习, 还要面对很多的困难和挑战.

这家跨国公司在中国发展速度很快, 但可能在和谐上出现问题. 另一方面, 中国的供应商在纪律, 组织能力, 提高生产力, 发展战略, 产品创新等方面有很大的不足, 这些都是需要面对,平衡和解决的. 我愿意接受挑战. 我愿意象这家跨国公司在中国一样, 去适应, 去拓展, 去成长, 不断提高自己的竞争力.

我已经准备好了. 谢谢!

郑俊斌老师

英语私塾 授课老师
广东十大高校英语俱乐部协会主席
荷兰马斯特里赫特商学院硕士
曾在英国威尔士大学欧洲商学院攻读博士课程
专授雅思、托福、四六级、考研、商务英语、高考和应聘面试英语等
   是资深的英语教学和培训专家。1983年高考省级英语单科状元；1992年全国选拨入广东英语电台，任英语播音员；有25年的英语翻译和英语教学的经验；海外学习和工作10年；足迹深入全球5大洲；曾任中国驻非洲坦桑尼亚使馆经参处英语翻译、美国卡内基培训机构讲师、美国上市企业绿箭口香糖公司CA部公共事务经理、美国AC尼尔森市场调研公司客服/销售部副总监。曾经采访足球球王贝利；担任北京08年奥运会英语培训师(获萨马兰奇表彰)；在英国伦敦参与“华人学习英语难以逾越的多重障碍解析”探讨；在美国实地考察“英语媒体语言"项目。在《体坛周报》、《高等教育》、《大学时代》、《大学生》 、《广东电视台》 、《新浪网》等媒体上发表译文或专著数十篇；是世界500强敦豪(DHL)《中国十年发展历程》(英文版)首席撰稿人。凭借充满人文关怀的精神和对英语培训事业的孜孜以求，造就了无数个提高大学生英语能力和规划大学生未来的成功案例；自2008年在广州大学城创办英语私塾以来，始终在一线面授英语课程。