對象

企業營銷管理層及營銷部門經理或主管

目的

提升營銷績效和操作經驗

內容

課程名稱：產品、市場、品牌管理（初、中、高級經理人）

Training Course : product/marketing and/or

brand management (for junior/middle and senior level managers in

Chinese/English)

 1.產品經理的地位和作用

 產品經理的定義

 企業為什么需要產品經理——我們的競爭環境

 產品經理的職責

 建立起以產品為中心的管理流程和體系

 2.市場研究識別與作用

 市場調研的作用

 市場調研活動應具備的條件及原則

 如何設計調查問卷

 案頭調研（二手資料的收集）

 3.細分市場與目標市場營銷戰略

 PEST因素分析

 SWOT分析

 市場機會的發掘

 市場細分的作用

 市場細分的方法

 目標市場策略選擇

 產品的差異化——賣點

 市場定位

 4.市場營銷組合策略

 產品策略

   - 產品的定義

   - 產品組合策略

   - 產品生命周期策略

   - 樹立品牌策略

   - 產品的包裝策略

 產品定價策略

 產品的分銷渠道策略

 產品的促銷策略

 制定產品營銷計劃

 5.如何成為成功的產品經理

 產品經理的三個能力

 產品經理的素質要求

 產品經理的學習過程

 產品經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

 產品經理與相關部門及職能的關系

 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 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

課時：共3次，每周1次，每次4小時

Teaching Hours:

three times total and once a week for about 4 hours