The online interactive training "Strategic management training camp" focuses on precise product positioning - starting from market segmentation, finding your target market, accurately positioning the products, and maximizing the benefits. The sessions will be taught by a consultant with more than 24+ years of practical experience in project management, international experience across different industries, functions and departments.


  • Learn how to observe the overall market, judge the market situation;
  • Focus on target market, precise product positioning;
  • From information to insight, in-depth understanding of customers;
  • Competitive product analysis six steps, a page of competitive product analysis;
  • 10+ competitive product analysis models, easy to use competitive product analysis.


  • 关注整体市场,判断市场态势;聚焦目标市场,精准产品定位;
  • 由信息到洞察,深入了解客户;竞品分析六步走,一页纸呈现竞品分析;
  • 10+个竞品分析模型,轻松上手竞品分析。

Session Outline


  • 什么是竞品分析
  • 为什么做竞品分析
  • 何时做竞品分析

产出: 分析你的产品每个阶段的目标和侧重点


  • 怎么做竞品分析——竞争态势研究
  • 市场整体分析:分析市场整体趋势,判断是否进入市场
  • 细分市场分析:解决where to play 的问题
  • 竞争态势和竞争对手分析:解决 how to win 的问题

产出: 选择一个你熟悉的产品,分析它应该进入哪个细分市场,找到它的产品定位



  • 怎么做竞品分析——用户目标分析 
  • 明确目标:以终为始,开始做竞品分析时要考虑输出成果 
  • 用户洞察:客户群体细分,优先级分析

产出: 为你的产品做一份用户洞察报告。


  • 怎么做竞品分析——竞争产品分析 
  • 收集竞品信息:网罗天下,从数据到影响力
  • 选择竞品:精挑细选,选择正确的竞品 
  • 确定分析维度:多维视角分析竞品 

产出: 根据作业三总结确定竞品。


  • 总结报告:价值驱动,总结出对产品有价值的结论
  • 用一页纸做竞品分析
  • 竞品画布:竞品报告的mvp(最小可用产品)


First session:

  • What is competitive product analysis?
  • Why should we do competitive product analysis?
  • When should we do competitive product analysis?

OutputAnalyze your goals and priorities for each phase of your product

Second session:

  • How to do product analysis - competitive situation study
  • Market analysis: analyze the whole market trend and judge whether to enter the market
  • Market segmentation analysis: solve the problem of where to play
  • Analyze the competitive situation and competitors: solved the problem of how to win

Output: Choose a product you are familiar with and analyze which market segment it should enter and find its product location

Third session:

  • How to do product analysis - competitive product analysis
  • Clear objectives: consider the output when starting product analysis
  • User insight: based on a deep understanding of a consumer's behavior, the unspoken needs of the consumer are revealed

Output: Make a user insight report for your product.

Fourth session:

  • How to do competitive product analysis - competitive product analysis
  • Gather information, from data to impact
  • Selection of competitive products: select the right competitive products
  • Determine analysis dimensions: analyze from a multi-dimensional perspective

Output: Determine competitive products based on output in third session.

Fifth session:

  • Summary report: value-driven, summarizing valuable conclusions for products
  • Use one page to make competitive product analysis
  • MVP of product report (minimum available product)

Output: Create a competing canvas for your product

Who should attend?

  • Enterprise managers who make strategic development plans for the business environment and business development
  • Marketing department: marketing manager, marketing, market intelligence analyst, etc.
  • Product department: product manager, product planners, product requirements analyst, product designers, operators
  • People who hope to break through the original shackles and realize innovation
  • Product-related practitioners who want to learn, broaden their horizons, and improve their product skills.


  • 对经营环境、业务发展模式做战略发展规划的企业管理人员
  • 企业市场部门:市场经理、市场营销、市场情报分析人员等
  • 企业产品部门:产品经理、产品策划人员、产品需求分析人员、产品设计人员、运营人员等;
  • 希望突破原有禁锢,实现创新的研发人员
  • 希望跨界学习、开拓视野、提升产品技能的与产品相关的从业人员。


This online interactive training is divided into 5 sessions:

  • 课程时间:8月26;9月 2、9、16、23号   每晚 2h  
  • Dates and Time:Aug 26th, Sept 2nd, 9th, 16th, 23th (2hrs per day from 19:30 to 21:30)

Please note that participants are supposed to attend all of the sessions. 


  • Toby Li

    Toby Li

    国际注册咨询师CMC (International Certified Management Consultant), Certified ScrumMaster® (CSM®)
    英国IPMA认证管理者培训师CIPMT (Certified International Professional Managers Trainer)
    荷兰思滕中国Schouten认证软技技能培训师TFT (Soft Skill Trainer International Certification Program)
    美国Prosci® 认证的变革管理专业人员(Change Management: The People Side of Change)
    商业运营沙盘认证培训师 Global SIMDUSTRY® Business flexible board simulation
    美国纽约理工大学NYIT (New York Institute of Technology) MBA

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Please use your own name and email when registering for a training session. Additional fees may apply if you fail to register under your own identity. 

Member Ticket
Member Price RMB 1,198
Member Company Employee Ticket
Standard Price RMB 1,198
Non-Member Ticket
Standard Price RMB 1,198


  • All registrations shall be made online before the session. Payment also shall be made before the session.
  • AmCham Shanghai members are eligible to attend at "Member Rate"; Employees who work at AmCham Shanghai member companies are eligible to attend at "Employee Rate"; Non-members are eligible to attend at "Non-Member Rate".
Cancellation Policy
  • Cancellation: If you need to cancel your registration, please notify Ivette Corominas at (86 21) 6169 3010 or email ivette.corominas@amcham-shanghai.org at least two weeks prior to the session for a full refund. Cancellation made within two weeks before the session will not be refundable.