《產(chǎn)品經(jīng)理》課程大綱
一：產(chǎn)品經(jīng)理的地位和作用
Function and position of the product manager
1. 產(chǎn)品經(jīng)理在公司機(jī)構(gòu)中，部門(mén)中，市場(chǎng)上，社會(huì)上的位置
your position in your dept.,Co.,in market and in society
2. 變革與競(jìng)爭(zhēng)reform and competition五種競(jìng)爭(zhēng)動(dòng)力模式分析
5 competitive dynamics analysis
4. 產(chǎn)品經(jīng)理與相關(guān)部門(mén)及職能的關(guān)系
relation and responsibility between PM and others
5. 產(chǎn)品部門(mén)與生產(chǎn)部門(mén)可能的沖突
possible conflict between marketing and manufacturing
6. 產(chǎn)品部門(mén)與銷(xiāo)售部門(mén)可能的沖突
possible conflict between sales and marketing
7. 為何要做產(chǎn)品經(jīng)理？Why to be a PM
二： 市場(chǎng)研究識(shí)別與作用
recognition and function of the market research
1． 市場(chǎng)調(diào)研方法
way of market research
2． 競(jìng)爭(zhēng)者信息的一手來(lái)源
first hand information of the competitors
3． 競(jìng)爭(zhēng)者信息的二手來(lái)源
second hand information of the competitors
4． 市場(chǎng)調(diào)研的步驟
steps of the market research
5． 設(shè)計(jì)調(diào)查問(wèn)卷
how to design market research questionaire
三： 設(shè)定產(chǎn)品目標(biāo)與戰(zhàn)略
set up the product objective and strategy
1． 產(chǎn)品目標(biāo)分析
analysis of the product objective
2． 產(chǎn)品策略的方法
handling product strategy
3． 產(chǎn)品的差異化及定位
differenciation and positioning of the product
4． SWOT 分析
SWOT analysis
5． PEST 因素分析
PEST element analysis
四 為何要進(jìn)行產(chǎn)品的市場(chǎng)細(xì)分？
Why need market segmentation of the product
1、 選擇目標(biāo)市場(chǎng)
target market selection
2、 制定營(yíng)銷(xiāo)策略
set up marketing strategy
3、 發(fā)掘市場(chǎng)機(jī)會(huì)
find market oppotunity
4、 集中資源投入市場(chǎng)
resource allocation and balance
5、 提高經(jīng)濟(jì)效益
increase economic benefit
6、市場(chǎng)細(xì)分的方法
way of market segmentation
7、針對(duì)不同的客戶(hù)群營(yíng)銷(xiāo)不同的產(chǎn)品品種
proper product to different client
8．市場(chǎng)—客戶(hù) 矩陣
market-customer mix
五：市場(chǎng)營(yíng)銷(xiāo)組合
integrated marketing mix
1、 產(chǎn)品策略
product strategy
2、 產(chǎn)品組合策略
product mix strategy
3、 生命周期策略
product life-cycle strategy
4、 樹(shù)立品牌策略
branding and awareness strategy5產(chǎn)品的包裝
Product packaging定價(jià)策略
pricing strategy
 價(jià)格策略
price setting
 價(jià)格的表現(xiàn)方法
price presentation
7產(chǎn)品的分銷(xiāo)渠道
product channel and distribution
8、產(chǎn)品促銷(xiāo)
product promotion常見(jiàn)促銷(xiāo)方法
most frequent used promotions
9、產(chǎn)品的價(jià)值與附加值
understand the value and added-value of the product
10、產(chǎn)品營(yíng)銷(xiāo)計(jì)劃
product marketing plan
市場(chǎng)計(jì)劃的步驟
steps of the marketing plan
 計(jì)劃的執(zhí)行保障
implementation and control of the plan
 計(jì)劃的動(dòng)態(tài)調(diào)整
Dynamic adjusting of the plan
六、 如何進(jìn)行有效的溝通
how to conduct effective communication
 溝通的方式
communication principle
 有效的語(yǔ)言溝通effective language communication skill
七、 產(chǎn)品經(jīng)理的心態(tài)和能力
attitude and competency of the PM
管理你的產(chǎn)品銷(xiāo)售隊(duì)伍
managing your product and sales team
產(chǎn)品經(jīng)理的項(xiàng)目管理活動(dòng)
managing your project

《產(chǎn)品經(jīng)理》所屬分類(lèi)
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