產(chǎn)品經(jīng)理

1.產(chǎn)品經(jīng)理的地位和作用
產(chǎn)品經(jīng)理的定義
企業(yè)為什么需要產(chǎn)品經(jīng)理——我們的競爭環(huán)境
產(chǎn)品經(jīng)理的職責(zé)
建立起以產(chǎn)品為中心的管理流程和體系

2.市場研究識別與作用
市場調(diào)研的作用
市場調(diào)研活動應(yīng)具備的條件及原則
如何設(shè)計(jì)調(diào)查問卷
案頭調(diào)研（二手資料的收集）

3.細(xì)分市場與目標(biāo)市場營銷戰(zhàn)略
PEST因素分析
SWOT分析
市場機(jī)會的發(fā)掘
市場細(xì)分的作用
市場細(xì)分的方法
目標(biāo)市場策略選擇
產(chǎn)品的差異化——賣點(diǎn)
市場定位

4.市場營銷組合策略
產(chǎn)品策略
產(chǎn)品的定義
產(chǎn)品組合策略
產(chǎn)品生命周期策略
樹立品牌策略
產(chǎn)品的包裝策略

產(chǎn)品定價(jià)策略

產(chǎn)品的分銷渠道策略

產(chǎn)品的促銷策略

制定產(chǎn)品營銷計(jì)劃

5.如何成為成功的產(chǎn)品經(jīng)理
產(chǎn)品經(jīng)理的三個能力
產(chǎn)品經(jīng)理的素質(zhì)要求
產(chǎn)品經(jīng)理的學(xué)習(xí)過程
產(chǎn)品經(jīng)理在組織中的角色描述

6.有效的溝通與有效解決沖突
掌握基本的溝通技巧
與不同類型的人打交道
產(chǎn)品經(jīng)理與相關(guān)部門及職能的關(guān)系
有效解決沖突的技巧

1. Value and function of the product manager
Definition of product manager
Why do we need a product manager our competition environment
Responsibilities of the product manager
Establishment of management process and system focusing on product

2. Identification and function of market research
Function of market research
Necessary conditions and principles of market research
How to design market research questionnaire
Desk research (collection of secondary material)

3. Market segmentation and target marketing strategy
PEST elements analysis
SWOT analysis
Development of market potentiality
Function of market segmentation
Methods of market segmentation
Strategic choice of target marketing
Product differences sales point
Market positioning

4. Integrated marketing strategy
Product strategy
Definition of product
Integrated products strategy
Product lifecycle strategy
Setting up brand strategy
Product packaging strategy

Product pricing strategy

Product distribution channel strategy

Product promotion strategy

Product marketing plan

5. How to be a successful product manager
Three capabilities of a product manager
Qualifications of a product manager
Learning process of being a product manager
Organizational role description of a product manager

6. Effective communication and conflicts solving
Mastering fundamental of communication skills
Dealing with different kinds of people
Relationship between PM and other departments and functions
Skills to solve conflict effectively