产品策划方案课件.docxVIP

产品策划方案课件

目录

一、内容概要................................................3

1.1课程介绍.............................................4

1.2课程目标.............................................4

二、产品策划概述............................................5

2.1产品策划的定义.......................................6

2.2产品策划的重要性.....................................7

2.3产品策划的核心要素...................................8

三、市场调研................................................9

3.1市场调研的目的......................................10

3.2市场调研的方法......................................11

3.3市场调研的数据分析..................................13

四、需求分析...............................................14

4.1需求分析的重要性....................................15

4.2需求分析的方法......................................16

4.3需求分析与产品策划的关系............................18

五、产品定位...............................................19

5.1产品定位的概念......................................20

5.2产品定位的策略......................................21

5.3产品定位的步骤......................................22

六、产品规划...............................................23

6.1产品规划的框架......................................24

6.2功能规划............................................26

6.3规格规划............................................28

6.4设计规划............................................29

七、产品策划方案制定.......................................30

7.1确定产品策划的目标..................................32

7.2制定产品策划的时间表................................33

7.3分配资源............................................35

7.4制定产品策划的评估标准..............................36

八、产品策划方案实施.......................................37

8.1实施前的准备........................................38

8.2实施过程中的监控....................................39

8.3实施后的评估........................................40

九、产品策划案例分析.......................................41

9.1案例一..............................................42

9.2案例二..............................................44

十、总结与展望..........................