Jinling Chen Email & Phone Number

中国 上海市

Responsible for the consumer analysis of ZHONGHUA toothpaste product line on the Alibaba B2C domestic e-commerce platform and the product data analysis of the emerging social e-commerce platform.• Competitive analysis: analyzed competitor’s main selling points and consumption scenarios in the target category; analyzed the pain points of the target consumers and competitors’ communication methods in different sales channels and social media; figured out new consumption trends during Spring Festival, and conducted case studies on the main players in the target market.• Consumer analysis: depicted consumer portraits by channels and product lines. Matched the 4 product lines of ZHONGHUA and 3 Ali-based e-commerce channels from TGI and share, based on the features & differences of consumers in different channels and product lines.• Social E-commerce analysis: analyzed product characteristics for the top 100 SKUs of Pinduoduo's 3 core categories from 4 dimensions: brand, benefits, price tier and pack size with pivot tables; Conducted differentiation analysis between Pinduoduo and the overall e-commerce to conclude the typical features of Pinduoduo and find new opportunities from the intersection of price band and efficacy.

中国 上海市

LONGINES-2021 Media Annual Plan• Market Analysis: Analyzed consumption trends and discovered growth opportunities. Investigated market trends and challenges from the industry and company level; Analyzed LONGINES’ user perception and market performance in the domestic market based on GroupM’s dataset and help clients discover their pain points and growth opportunities.• Consumer Analysis: Customer Segmentation & Precise Touch. Predicted potential consumer size based on existing consumer data; Segmented target audience and reduced the overlap rate by 13.8% by changing the definition conditions; Clarified the potential size of the segmented audience and constructed media strategies to achieve precise touch within a limited budget based on the consumption behaviors, consumption scenarios and media preferences of the segmented audiences. Tencent Games-2021 Game Marketing Opportunity Exploration• Market Analysis: Analyzed mobile game market trends. Explored the challenges and opportunities that Coive-19 has brought to the game industry and investigated the latest user trends in demands, game scenarios, and game habits through 50+ industry reports.• Users Analysis: Participated in the game user questionnaire design; Verified the accuracy of the data in the reports and conducted customer segmentation based on 2000+ valid questionnaires; Analyzed demands of high-value users and explored new growth opportunities for Tencent Games in 2021.

中国 上海

• Coordinated a team of 7 to research on Generation Z's social demands and opportunities; Defined and disassembled the problems according to the project requirements, and made work plans and responsibilities according to the abilities and intentions of the team members;• Independently designed a questionnaire survey according to the Issue Tree, collected a total of 237 valid questionnaires, and conducted cross-analysis. Analyzed the demographic portrait and specific social needs and scenes of Generation Z, from the two respects of user attributes and social needs;• Analyzed the competitive power of the five campus social apps from the perspective of the core functions and operation modes, and provided feasible suggestions for the layout of campus social networking for JingDong Digits;• Designed a 15-page project report and delivered to the company, so as to provide reference for JingDong Digits to optimize the product design and operation mode of "Li Wo " APP;

上海市徐汇区陕西南路299号环贸二期1903-1908

• Researched competitors’ marketing strategies and estimated online marketing promotion activities for E-Commerce Department by means of competitive analysis, including comparison of growth of online promotion, KOL exposure, and authorized productssale;• Explored and gained knowledge about Generation Z's preference for clothing brands and styles and offered merchandising suggestions for business expansion;• Tasked with preparing the Licensing Show in October; Designed pitch decks to introduce marketing strategies applied to intellectual properties of DreamWorks Studios; Responsible for acquiring more distributors to invest on the right of using intellectual properties;• Analyzed audiences’ age distribution and consumption habits for a popular Chinese movie, Nezha; Scrutinized the operating module of its authorized products related to intellectual properties; proposed inspiring new modes of automobile retailing and crowdfunding to the manager in accordance with the research results

硕士, 商业分析, 3.96/4

相关课程：数据库设计与SQL、机器学习、Python和数据科学入门、数据可视化、数字营销、商业和社会科学中的AB测试 Relevant coursework: Database Design & SQL, Machine Learning for Prediction.

本科, 国际经济与贸易, 3.6/4

Activities and Societies: 金贸团学联 学术部 相关课程（GPA:3.55/4.0）: 市场营销、高等数学、线性代数、统计学、 计量经济学、宏（微）经济学、 市场营销、应用经济学 Relevant coursework: Probability.