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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Brand ManagerProduct ManagerProject ManagerProduct Marketing产品经理的工作点滴互联网公司对产品经理职责描述Your responsibilities will include gathering requirements,helping to define a product vision and strategy,and working with world-class engineers to execute it.You will guide our products from conception to launch.The Product Management group is given broad responsibilities,visibility into Googles executive team and many opportunities to grow within the organization.The program combines on-the-job experience with additional training,mentorship,and support from current associates and the rest of the product team.You will work with engineers to define new features and grow our products based on your understanding of user needs.Youll also conduct research on markets and our competitors,focus on strategies that impact the direction of future products and develop leadership experience in a variety of Googles product areas.Technical,analytical and strategic planning skills are vital to performing successfully in this position.Responsibilities:Initiate new products and product enhancements to meet existing or anticipated market needs.Determine product specifications.Initiate and prioritize projects within engineering,track product development and generate product launch plans.Engage closely with the engineering team to help determine the best technical implementation methods as well as a reasonable execution schedule.Work with a cross-functional internal team(e.g.sales,client services,marketing,legal,etc.)to ensure smooth and successful launches.产品经理的职责1.Developing brand strategies and plans(strategy/concept/packaging development,product/marketing qualification and forecasting);2.Advertising(strategy/creative brief development,copy evaluation,copy clearance,commercial production and copy testing);3.Below-the-line consumer communication(include print,outdoor,direct-to-consumer marketing,public relations and point-of-sell materials,etc.);4.Media(develop and execute media strategies to reach target consumers including level,mix and market prioritization)5.Manage multi-functional project team to ensure excellence in execution(initiative/promotion/pricing plan development,planning,execution and summarizing results/learning);6.Consumer/Customer/Market Understanding(sound understanding of consumer/customer/market and detailed business analysis to identify business drivers and opportunities);7.Complex Business and Financial Analysis;and Interpersonal Projects(coaching/training,recruiting,multi-functional teamwork).JD of Branding manager腾讯对产品经理的要求素质基本素质基本素质学习/提炼能力办公技能执行力/IQ关联专业知识关键素质关键素质沟通能力/tradeoff行业融入感/ownership技术理解AQ/EQ（心态/胸怀）能力能力市场能力市场能力对外商务沟通(BDP3以上)产品能力产品能力市场/用户的调研与分析行业认知专业设计能力用户需求理解/80/20/细节产品规划（版本计划/节奏）运营能力运营能力运营数据分析营销与推广策略危机预测与控制/预见性运营能力运营能力渠道管理领导能力领导能力项目管理带人的能力/知识传递腾讯产品专家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-4CMRSTP竞争分析创意/概念研发运营/推广商业化设计Marketing品牌生命周期MarcomAIDAFAB设计规范竞品体验项目管理规划-计划设计收集概念数据分析焦点小组定量调研竞争分析开发跟进迭代控制细节用户扩散产品生命周期导入成长成熟衰退利润时间销售额
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