6.有效的沟通与有效解决冲突 * 掌握基本的沟通技巧 * 与不同类型的人打交道 * 产品经理与相关部门及职能的关系 * 有效解决冲突的技巧 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
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
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课程收益:
本课程结合市场营销的理念和企业中产品管理及市场营销岗位的实务操作，提升相关人员的精细化营销的策划能力，强化市场研究对产品研发、销售等相关部门的支持、引导和协调作用。
课程大纲
* 产品经理的定义
* 企业为什么需要产品经理——我们的竞争环境
* 产品经理的职责
* 建立起以产品为中心的管理流程和体系
2.市场研究识别与作用
* 市场调研的作用
* 市场调研活动应具备的条件及原则
* 如何设计调查问卷
* 案头调研（二手资料的收集）
3.细分市场与目标市场营销战略
* PEST因素分析
* SWOT分析
* 市场机会的发掘
* 市场细分的作用
* 市场细分的方法
* 目标市场策略选择
* 产品的差异化——卖点
* 市场定位
4.市场营销组合策略
* 产品策略
- 产品的定义
- 产品组合策略
- 产品生命周期策略
- 树立品牌策略
- 产品的包装策略
* 产品定价策略
* 产品的分销渠道策略
* 产品的促销策略
* 制定产品营销计划
5.如何成为成功的产品经理
* 产品经理的三个能力
* 产品经理的素质要求
* 产品经理的学习过程
* 产品经理在组织中的角色描述
6.有效的沟通与有效解决冲突
* 掌握基本的沟通技巧
* 与不同类型的人打交道
* 产品经理与相关部门及职能的关系
* 有效解决冲突的技巧
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 life-cycle 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
本课程名称： 产品经理
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