On December 16-17, 2018, Kexin Technology successfully held product manager training in the training room on the fourth floor. A total of 45 participants from the research institute, international marketing, marketing department, service management department, finance department, and supply chain participated. This training, invites the guest speaker Liu Ming lecturer to teach for everyone.

The training began and the president of the institute, Mr. Zhao, delivered a speech. Mr. Zhao first encouraged and encouraged all the students. I hope that everyone will study and discuss in this training, and combine training and work to achieve the effect of learning.

Based on his 23 years of product development and product management experience, Liu Ming lecturer has shared in detail from product management, R&D management, product planning, product development, product testing, quality management and project management. Emphasis on the difference between product manager and project manager, meticulously explain the product development life cycle, from an idea to product research, and product development, to product landing and post-publicity marketing process.

At the beginning of the training, the first task of the students is to form a learning team. Ten minutes of preparation time, complete team naming, division of duties, team goals. The team task requires starting from the company's specific products and analyzing the customer base and product line. The representatives of the two groups who spoke on the stage shared their experiences and methods from the smart access control product.

Liu Ming lecturer pointed out the shortcomings of the two groups in the drill process: there is no detailed thinking on the characteristics of the target customer group. For the characteristics of customers, we should consider not only state-owned enterprises, central enterprises, but also the three major operators. Each of the three operators will have different characteristics in different regions.

He emphasized the importance of product planning, from time to place, from propaganda to landing, product planning is a key behavior of product managers. Product planning is an important responsibility of product managers. Product positioning should be based on customer needs. Product managers will have a lot of communication with customers and markets. These are the sources of information for product managers.

While explaining the concept of products and product packages, Liu Ming lecturers emphasized that customers need more than just tangible things, but also invisible non-material forms. The eight dimensions of the product package, $APPEALS, emphasize the customer's real buying factors from the customer/user perspective.

Classroom tasks: $APPEALS analysis of next generation communication systems. The first group began with the supporting products, from eight aspects of product performance, product packaging and installation, ease of use, price, availability, product assurance, social impact, product life cycle. Then all the participants pointed out some of the shortcomings and made many constructive suggestions.

IPD is a process for enterprise management products from concept-plan-development-verify-release. It emphasizes the market and customer needs as the driving force for product development, and builds the advantages of quality, cost, manufacturability and serviceability in product design. Product development is evaluated from a business perspective rather than a technical perspective. Then Liu Ming lecturer started the analysis of Apple, Huawei, and the center's product operations,and proposed the core idea of ??five-seeing and three-pointing: look at the outside, look at the inside, watch the competition, see the customer, see the trend, set the direction, set the strategy, and plan.

Lecturer Liu Ming pointed out that product managers must clarify the target customer base and set appropriate targets based on the situation of their own companies. First of all, we must improve the company's image through various methods, get rid of the inherent impression of customers of existing products, and create the image of the company's all-round product line. So from market research, product planning, product development, product launch to life cycle management are key capabilities that a qualified product manager should have.

Finally, Liu Ming’s lecturer emphasized that focusing on the customer is not only about the needs of the customer, but the change of the customer’s needs with time and space is changing, so we must listen to what we say, do what we do, do things, and pay attention to our customers. A series of actions, thinking about where you are. Liu Ming lecturer hopes that everyone can continue to learn from the product manager after the training, so I recommend reading the three books "Power of Pace", "Crossing the Divide" and "IBM: Silver Lake Plan". Finally, I wish everyone can continue to learn on the road of product managers, and go further and further.

At this point, guided by market demand - Kexin Technology "Successful Product Manager" advanced practical training successfully concluded.