1. Specific Work Projects and Content
As a Marketing Intern at ByteDance (Beijing Douyin Information Service Co., Ltd.), I was primarily involved in a comprehensive market research and strategy formulation project for Feishu, the company’s enterprise communication and collaboration platform. My key responsibilities included:

• Conducting in-depth industry trend and market research on the enterprise communication tool sector, analyzing technological innovations, regulatory policies, and emerging business impacts (e.g., cloud computing, big data), and compiling industry analysis reports to forecast market directions.
• Executing end-to-end market demand surveys: independently designing questionnaires, collecting data via online channels and interviews, and using analytical tools to extract core user needs, pain points, and preferences.
• Developing detailed user personas for Feishu’s target audience by integrating demographic data, usage scenarios, needs, and purchasing power.
• Performing competitive analysis on key rivals (e.g., DingTalk, WeChat Work), evaluating their product features, security mechanisms, pricing, and market share to inform Feishu’s differentiation strategy.
• Contributing to market strategy and advertising creatives: based on user personas and competitive insights, I helped design targeted ad campaigns (e.g., Google Ads, social media) and crafted compelling ad copy and visual concepts highlighting Feishu’s unique selling points.

2. Achievements and Impact
During this internship, I achieved several key outcomes:

• Delivered a Comprehensive Market Analysis Report: Independently produced a detailed report covering industry trends, market size estimation, and growth projections, identifying potential opportunities and challenges. Impact: This report provided data-driven support for the team to refine Feishu’s market positioning and adjust business strategies, while honing my strategic analysis and macro-research skills.
• Proposed Product Optimization Suggestions: Through rigorous analysis of user feedback, I identified specific product improvement areas and offered actionable recommendations, which were highly praised by my mentor. Impact: This demonstrated my ability to translate user insights into product enhancements, strengthening my product thinking and problem-solving confidence in real-world settings.
• Built Detailed User Personas: Successfully created multi-dimensional user profiles, transforming abstract data into actionable models. Impact: This step was crucial for applying theoretical market research methods practically, enhancing my data-driven decision-making skills; the personas were directly used in subsequent advertising strategies.
• Designed Innovative Advertising Concepts: Took charge of ad content creation for the first time, developing integrated plans including copy, imagery, and video elements. Impact: This experience provided hands-on marketing practice and fostered cross-functional creative planning and content creation abilities, deepening my understanding of integrated marketing communications.

3. Supervisor’s Evaluation
My supervisor provided positive feedback, highlighting:

• Strong Learning and Problem-Solving Abilities: “Bohan Zhang possesses a fine understanding, which he adeptly applies to practical problems. His ability to assimilate new information and techniques is truly impressive.”
• Solid Technical Background and Execution Skills: “Bohan Zhang possesses a strong technical background, excellent communication skills, and outstanding problem-solving abilities. His work significantly enhanced our project’s efficiency and accuracy.”
• Excellent Team Collaboration and Resilience: “Bohan Zhang’s collaborative spirit and ability to coordinate under pressure are commendable… often going above and beyond to support the team.”
• High Potential: He is “more than capable of meeting the challenges of graduate studies” and is expected to bring the same passion and excellence to future academic pursuits.