【導(dǎo)讀】清華大學(xué)特聘教授。美國項目管理協(xié)會認(rèn)證PMP. 微軟最有價值專家。美國Fordham大學(xué)工商管理碩士。了解產(chǎn)品經(jīng)理的工作內(nèi)容。編制產(chǎn)品規(guī)劃文件。開發(fā)產(chǎn)品價值定位。產(chǎn)品經(jīng)理的素質(zhì)要求。企業(yè)的基本運作模式：。我想在整個世界，我們只能賣出5臺電腦。沒有必要每個人在家里都有一臺電腦。1931年P(guān)＆G公司出現(xiàn)第一名產(chǎn)品經(jīng)理。產(chǎn)品管理應(yīng)用于服務(wù)性公司和B2B公司。發(fā)現(xiàn)創(chuàng)新或改進(jìn)產(chǎn)品的潛在機(jī)會。帶領(lǐng)來自不同團(tuán)隊的人員開發(fā)并發(fā)布產(chǎn)品。建立或收購合作伙伴、識別并建立合作關(guān)系。計劃升級和新版本，跨部門協(xié)調(diào)、溝通。對用戶行為的把握。提升用戶粘性和活躍度。我應(yīng)該如何開發(fā)具有說服力的價值主張？我應(yīng)該如何制定營銷策略和計劃將價值主。維護(hù)產(chǎn)品說明材料?？刂祁A(yù)算和完成銷售目標(biāo)。預(yù)測并管理競爭對手的行動。修改產(chǎn)品或降低成本。制定產(chǎn)品長期競爭戰(zhàn)略。建議產(chǎn)品的修改、加強(qiáng)和導(dǎo)入。定義和溝通愿景、目標(biāo)和價值定位的能力。有效溝通、機(jī)敏協(xié)同、強(qiáng)有力的說服能力。平衡需求沖突并制定行動優(yōu)先級的能力

　　

【正文】 vious working state without losing morerecent documents, data, or ? Automated System Recovery lets you save and restore applications, the system state, and critical files on the system and boot partitions ? IntelliMirror enables you to redirect the My Documents folder to a work share, greatly minimizing the risk of losing business critical data in the event of a system failure ? Resume from standby or hibernate Time is substantially decreased and startup time is dramatically faster Increased Mobile Support: ? Fast and secure access to and pany resources on the road allows employees to work more productively while away from the office ? Automatic synchronization makes files and folders available for offline use ? Improved wireless working capabilities enables connectivity from multiple locations without the need for plex configurations ? Remote Desktop allows employees to connect to their office puter from home or on the road and access all their applications, files, and work resources as though they were in front of their own puter at the office Intuitive Interface ? Intelligent user interface makes it easier to access information and work more efficiently with less training Lower Deployment Costs ? The Solution Accelerator for Business Desktop Deployment Standard Edition provides best practice guidance to deploy desktops with minimal touch ? SYS Prep The use of Windows XP Pro’s system preparation tools minimizes image engineering and maintenance costs, making it easier to standardize on fewer desktop images ? VPC Enhanced Management ? Active Directory, IntelliMirror and Group Policies enables you to centrally manage all of your desktops, so that you can take control of your IT infrastructure and save your IT staff’s time and effort. ? Automated Configuration Management of Desktops allows you to manage and enforce PC configurations, minimizing user support effort due to the users making changes to their desktop puters and environments ? Administration Delegation ensures that you maintain security and control while only allowing authorized and trained employees to make changes to your IT environment ? Remote User Assistance allows you to remotely view and control user desktops for troubleshooting, even desktops in branch offices, minimizing trips to user locations ? Software Update Services Enables administrators to quickly and reliably deploy the latest security updates and service packs on desktop puters running Windows XP Professional, keeping everyone on the work as uptodate as possible ? Service Pack 2 includes features that make municating via and instant messaging more secure, plus new tools like Inter Explorer Popup Blocker, making puting safer and more productive ? Windows Security Center makes tools and security settings more easily accessible and manageable – so your IT group can more easily and efficiently keep everyone on the work secure. ? Windows Firewall increases the security of your pany’s PCs and reduces the risk of work and interbased attacks ? Attachment Manager establishes strong default protection against viruses than can spread through Outlook Express, Windows Messenger, and Inter Explorer by isolating potentially unsafe attachments during the opening process ? Encrypted File System permits securing of files and folders whether connected to a work or not ? Single SignOn allows you to ensure that all access to puting environment is authenticated and authorized while being easy for end users to use ? Credential Manager allows the system to automatically input username and passwords for various work resources and line of business applications ? Mandatory logon and Smart Card support ensures protection of pany resources ? Inter Explorer P3P support maintains your privacy when browsing the web 評估定位的六個測試 ? 相關(guān)性測試： ? 定位是否觸及很強(qiáng)的 “ 痛點 ” ？ ? 清晰性測試： ? 定位是否以客戶友好的方式清楚地表達(dá)了好處？ ? 可信性測試： ? 我們能否提供堅強(qiáng)的支持點或證據(jù)證實我們的定位？ ? 獨特性測試： ? 是否以有意義的方式把我們和競爭者區(qū)分開？ ? 可到達(dá)性測試： ? 我們能否到達(dá)？ ? 可持續(xù)性測試： ? 在什么程度上，定位在將來保持相關(guān)？ 理想的技術(shù)采用生命周期 鴻溝 真實的技術(shù)采用生命周期 死亡之谷 來源： Crossing the Chasm, Geoffrey Moore 要成為贏家 第一個占領(lǐng)主流市場 ? 沒有捷徑 ? 一個接一個打開市場，直到主流市場 ? 跨越鴻溝 ? 繼續(xù)或者死亡 ? 開始時很多人成功，但很少人活到最后 ? 泰山？ 從一根藤移動到另一根藤 ? 停下來會怎樣？永遠(yuǎn)吊在那。 練習(xí) 9：制定營銷戰(zhàn)略 ? 制定營銷戰(zhàn)略： ? 內(nèi)容： ? 我們的產(chǎn)品處于那個市場階段？ ? 制定營銷戰(zhàn)略 ? 形式：小組 ? 時間： 1520分鐘 編制營銷計劃的步驟 ? 第一步：收集背景數(shù)據(jù) ? 第二步：分析歷史數(shù)據(jù)和背景數(shù)據(jù) ? 第三步：制定目標(biāo)、戰(zhàn)略和行動方案 ? 第四步：制定預(yù)計財務(wù)報表 ? 第五步：協(xié)商 ? 第六步：衡量進(jìn)展情況 ? 第七步：審計 營銷計劃的組成部分 ? 摘要 ? 形勢分析 ? 營銷目標(biāo) ? 營銷策略 ? 營銷方案 ? 財務(wù)文件 ? 監(jiān)控 ? 權(quán)變計劃 例：微軟營銷計劃（ GTM） 練習(xí) 10：制定營銷計劃 ? 制定營銷戰(zhàn)略： ? 內(nèi)容： ? 形勢分析 ? 營銷目標(biāo) ? 營銷策略 ? 營銷方案 ? 形式：小組 ? 時間： 1520分鐘 小結(jié)：產(chǎn)品營銷 ? 理解客戶和價值 ? 尋找正確的著陸點 ? 可以入侵并且可以鞏固 ? 組織進(jìn)攻部隊 ? 各種營銷手段 ? 尋找關(guān)鍵大眾 ? 市場定位效果 總結(jié)：產(chǎn)品經(jīng)理成為 業(yè)務(wù)的主導(dǎo)者 ? 理解你的產(chǎn)品 ? 研究你的客戶 ? 理解你的市場和區(qū)隔 ? 掌握競爭定位和價值主張 ? 成為銷售 /渠道不可或缺的伙伴 ? 溝通、協(xié)同、說服 謝 謝！ 推薦書籍