I’m Yifei, a second-year student majoring in communication science at the University of Amsterdam. From April to September 2023, I had the privilege of serving as a Marketing Intern at Shiyou Technology. This period marked a significant milestone in my career, providing me with invaluable insights into the world of marketing and its real-world challenges. This blog serves as a chronicle of my transformative journey, weaving together insights, challenges, and triumphs.
Shiyou Technology, founded in 2013 and headquartered in Beijing, China, is an innovative force in the interactive entertainment landscape. With a mission to cultivate a unique Internet ecosystem, the company’s focus extends beyond gaming to encompass online shopping platforms, sports participation, and more. My internship exposed me to a dynamic environment where creative thinking and strategic communication converge.
As a Marketing Intern at Shiyou, I was entrusted with a multifaceted array of responsibilities that melded theoretical knowledge with practical application. One cornerstone of my role was conducting comprehensive competitor analyses. This involved meticulous research, evaluation of advertising strategies, and the crafting of insightful presentations. I delved into SWOT analyses, extracting actionable insights to guide our clients and ourselves toward competitive advantage.
Furthermore, I explored the art of generating consumer insights. Crafting intricate consumer personas based on demographics, psychographics, and behaviors became a crucial tool in our marketing arsenal. By tapping into media platforms like Xiaohongshu, Weibo, and Douyin, I uncovered key trends and touchpoints that deepened our understanding of target audiences.
Data, the bedrock of modern decision-making, played a pivotal role in my internship. From accessing market research reports to delving into consumer surveys, I learned to ensure data accuracy and reliability. Analyzing and translating these data sources into visual charts and graphs empowered me to present tangible insights to the company’s stakeholders. I was tasked with collecting data on market shares, advertising expenditures, and industry trends, which provided the strategic compass needed to navigate the competitive landscape.
The academic foundation I built before the internship paved the way for a seamless transition into the practical realm. My understanding of persuasive communication theories, such as Ajzen’s Theory of Planned Behavior, enabled me to craft compelling narratives that resonated with consumers’ needs. My appreciation for social heuristics, like reciprocity and scarcity, provided a robust theoretical underpinning for Shiyou’s marketing strategies.
One of the most exciting facets of my internship was delving into the uncharted territory of human-computer interaction in the context of SmartScreen solutions. This cutting-edge exploration bridged theoretical constructs with real-world impact. The correlation between engagement and purchase intention became a focal point, and the endeavor to fill this gap in existing research motivated my work.
Beyond individual tasks, my internship experience highlighted the significance of collaboration. Weekly work-in-progress meetings provided a platform for sharing insights and updates among team members. These sessions fostered collective growth, enabling us to refine our projects collectively. Assisting colleagues with deck preparations honed my teamwork and communication skills.
Through the lens of this internship, I came to understand that specialized knowledge forms the bedrock of success, but it’s the fusion of this knowledge with practical application that drives innovation. From data collection to analysis, from crafting marketing strategies to interacting with colleagues and clients, every facet of my internship was an opportunity to evolve.
As I look back on my journey at Shiyou Technology, I am reminded that every experience during my internship has enriched my skill set and propelled me forward on my career path. Whether you’re deciphering data, collaborating with colleagues, or applying persuasive communication theories, my internship experience has reinforced the idea that embracing new challenges and embracing the art of communication are powerful tools for personal and professional growth.