对象
企业营销管理层及营销部门经理或主管
目的
提升营销绩效和操作经验
内容
课程名称：产品、市场、品牌管理（初、中、高级经理人）
Training Course : product/marketing and/or
brand management (for junior/middle and senior level managers in
Chinese/English)
1.产品经理的地位和作用
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
课时：共3次，每周1次，每次4小时
Teaching Hours:
three times total and once a week for about 4 hours
