XXXX 产品经理学习必备!腾讯内部教育资料共享!.ppt

组织结构中产品管理模式的转变,从产品导向到用户导向从营销经理到产品经理消除信息孤岛加强内部沟通,产品经理是什么？,1923年，宝洁公司的佳美香皂BrandManagerProductManagerProjectManagerProductMarketing,产品经理的工作点滴,互联网公司对产品经理职责描述,Yourresponsibilitieswillincludegatheringrequirements,helpingtodefineaproductvisionandstrategy,andworkingwithworld-classengineerstoexecuteit.Youwillguideourproductsfromconceptiontolaunch.TheProductManagementgroupisgivenbroadresponsibilities,visibilityintoGooglesexecutiveteamandmanyopportunitiestogrowwithintheorganization.Theprogramcombineson-the-jobexperiencewithadditionaltraining,mentorship,andsupportfromcurrentassociatesandtherestoftheproductteam.Youwillworkwithengineerstodefinenewfeaturesandgrowourproductsbasedonyourunderstandingofuserneeds.Youllalsoconductresearchonmarketsandourcompetitors,focusonstrategiesthatimpactthedirectionoffutureproductsanddevelopleadershipexperienceinavarietyofGooglesproductareas.Technical,analyticalandstrategicplanningskillsarevitaltoperformingsuccessfullyinthisposition.Responsibilities:Initiatenewproductsandproductenhancementstomeetexistingoranticipatedmarketneeds.Determineproductspecifications.Initiateandprioritizeprojectswithinengineering,trackproductdevelopmentandgenerateproductlaunchplans.Engagecloselywiththeengineeringteamtohelpdeterminethebesttechnicalimplementationmethodsaswellasareasonableexecutionschedule.Workwithacross-functionalinternalteam(e.g.sales,clientservices,marketing,legal,etc.)toensuresmoothandsuccessfullaunches.,产品经理的职责,Developingbrandstrategiesandplans(strategy/concept/packagingdevelopment,product/marketingqualificationandforecasting);Advertising(strategy/creativebriefdevelopment,copyevaluation,copyclearance,commercialproductionandcopytesting);Below-the-lineconsumercommunication(includeprint,outdoor,direct-to-consumermarketing,publicrelationsandpoint-of-sellmaterials,etc.);Media(developandexecutemediastrategiestoreachtargetconsumersincludinglevel,mixandmarketprioritization)Managemulti-functionalprojectteamtoensureexcellenceinexecution(initiative/promotion/pricingplandevelopment,planning,executionandsummarizingresults/learning);Consumer/Customer/MarketUnderstanding(soundunderstandingofconsumer/customer/marketanddetailedbusinessanalysistoidentifybusinessdriversandopportunities);ComplexBusinessandFinancialAnalysis;andInterpersonalProjects(coaching/training,recruiting,multi-functionalteamwork).,JDofBrandingmanager,腾讯对产品经理的要求,腾讯产品专家P4基础的素质模型,产品经理的有关知识,生命周期价值链4P-4CMRST