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【产品研究】2020年关于B2B端产品的一些思考 ​
奶爸的小客栈发布时间:2021年01月05日 09:50:18

(WANGJINGSHEXUN)2020NIANSHIWOLAIDAOCHUANGYEGONGSIDEDIYINIAN,YIQIEDOUSHIXINDE,XINYEWU、XINSHICHANG、XINCHANPIN。ZHEIYINIANMANGMANGLIULIU,ZUOXIANGMU、DINGCHANPIN,MEITAIDUOSHIJIANSIKAO。YIYUANFUSHI、WANXIANGGENGXIN,YUANDANQIJIANCHOUXIESHIJIANZONGJIELEYIXIAJINNIANSUIPIANHUADESIKAO,YIGEZHENZHENGDECHANPINFUZERENYINGGAISHIZENMEYANGDE?RUHECAINENGZAIJINGZHENGJILIEDESHICHANGZHONGHUODEZIJIDEYIXIZHIDI。

JINNIANDESIKAOKEYIZONGJIEWEI16GEZI:DUTEJIAZHI、SHENDUSIKAO、SHICHANGTILIANG、ZHENGHEZIYUAN。

01 独特价值

作为产品负责人一定要找到这个产品的独特价值,它(产品)是谁?从哪里来?要到哪里去?哲学上的灵魂三问,同样适用于一个产品,它来到这个世界一定要有它独特的使命,产品负责人要帮它找到这个独特的定位。

HUIGUIDAOBENZHI,YIGECHANPINDECUNZAIYIDINGSHIWEILEJIEJUEMOUGEWENTIHUOZHEMOULEIWENTI,ZHENDUIBDUANCHANPINJIEJUEDEJIUSHIYIGEJITISHISHIZAIZAIDEWENTI。KENENGSHIBEISHICHANGYANZHENGGUODECHENGSHUWENTI,YEKENENGSHIHAIWEIBEIYANZHENGDEXINWENTI,ZUOWEICHANPINFUZERENDIYIBUJIUSHIYAOZHAODAOWENTI。

DAJIADOUZAIJIEJUEWENTI,PINGSHENMENIDECHANPINKEHUGENGJIAXINLAI,RUGUOZHISHIZUOXIETONGZHIHUAHENYANZHONGDECHANPIN,HENNANCONGCHANPINCENGMIANSHENGCHU,RUGUOCHAOXIAJINGPINJIUNENGYING,CHUFEINIXIANLONGDUANLESHICHANG,NIZHIYAOZUOCHUQITACHANPIN70%DENENGLIJIUNENGDAJINQU,SHIJISHANGBIERENZUOLEZHEIMEDUO,YIDINGSHIYOUZIJIDUTEDECHANPINBILEI,ZHEIGEBILEIBUSHINIXIANGXUEJIUNENGXUE,SUOYICHANPINFUZERENCHULEYAOZHAODAOWENTI,HAIYAOZAIJIEJUEWENTIDEFANGFASHANGZENGJIAZIJIDUTEDEBILEI,ZHEIYANGKENENGZAIZHENGGESHICHANGSHENGTAIHUANJINGZHONG,ZHAODAOSHUYUZIJIDESHENGTAIWEI。

ZONGJIELAIKANYOULIANGZHONGZHAOXUNCHANPINDUTEJIAZHIDEFANGFA,DIYISHI“JIEJUELAOWENTI,BINGKUAISUJIANLIBILEI”、DIERSHI“JIEJUEXINWENTI,BINGZHUBUJIANLIBILEI”

XIANSHUODIYIZHONG,ZHEIZHONGQINGKUANGYIBANZAIXINGYENEIYIJINGYOUHENDUOCHENGSHUDECHANPINHECHANGSHANGZHANLEKENG,XIANGYAOZUOGECHANPINJINQU,DIYIBUJIUSHIXIANBABIERENDECHANPINXUEGEQIQIBABA,ZHISHAOGONGNENGCENGMIANKANCHAJUBUDA,RANHOUJIUSHIKUAISUZENGJIAZIJIDECHANPINBILEI,ZHEIGEBILEIHENDACHENGDUSHANGYAOKAOSHICHANGYOUSHIQUTUIJIN,ZIJIZAIZHEIGEXINGYELISHUYUTOUBUKEHUHUOZHEZHAODAOYIGETOUBUKEHUZUODAILI,ZHEIYANGCAIYOUKENENGRANGZHEIGETONGZHIHUADECHANPINJINQU。

SHICHANGBILEIZHEIGEDONGXIBIJINGBUSHICHANPINBENSHENDEDONGXI,CHUQIKEYIYONGZHEIZHONGJIANDANCUBAODEFANGFADAJINQU,YAOZHANGQISHENGCUN,HAISHIYAOCONGJISHUHEYEWULIANGWEIDUQUXIANGYOUMEIYOUKENENGKUAISUJIANLIZIJIDEBILEI。JISHUCENGMIANTONGCHANGSHIBIJIAONANDE,KESHIYIDANZHAODAOJISHUDETUPOKOU,ZHEIJIUSHIGEDASHAQI,KENENGHUIDIANFUXIANZAIDECHANPIN。LIYONGZIJIDEDUTEJISHUZHAODAOJIEJUELAOWENTIDEXINFANGFA,ZHEIGEJIUSHIJIANGWEIDAJI,BIRUAI、5GZHEIXIEXINJISHUDEBUDUANCHENGSHU。SHIBUSHIHUIDIANFUNIXIANZAIDECHANPIN。

DIERZHONGJIUSHIYAOZHAODAOXINDEWENTI、XINDECHANGJING,RANHOUKUAISUJIEJUEBINGTUIXIANGSHICHANG,ZHEIGEJIUSHIXIANFAYOUSHI,ZHUBUJIANLIYEWUBILEI,ZHEIGEYIBANDOUSHIXUYAOHENZHANGSHIJIANCAINENGJIANLIQILAIDE,XUYAOZAIYIGEXINGYESHENGENG5NIANYISHANG,SHENZHIGENGZHANGSHIJIANCAINENGCHUJIANCHENGXIAO。ZHANGSHIJIANJILEIJIANLIQILAIDECHANPINHUCHENGHE,JUYOUZHANGQIJIAZHI,HENNANBEIMOFANGHUOZHETIDAI。

02 深度思考

ZHISHIMOFANG、XIEFANGAN、ZUOGONGNENG、HUAYUANXINGHENNANZUOCHUYOUJIAZHIDECHANPIN,YOUSHIHOUNIGENBENBUZHIDAOWEISHAFEIYAOYOUZHEIMEGEGONGNENG,JIUCONGCONGMANGMANGZUOLE,DAODIJIEJUELESHENMEWENTI,SHUOBUQINGCHU,HETONGLEICHANPINBIYOUSHIZAINAYESHUOBUQINGCHU,ZHEIJIUSHUYUQINGDUSIKAO,QINGDUSIKAODETEDIANSHIXIANXINGSIWEI,ERQIECHANGJINGDETUIYANWANGWANGZHIKAOLVYIBU,ZHEIYANGDECHANPINHENNANYOUSHENGMINGLI, SHUYUTULAODEQINFEN。

CHANPINFUZERENGUIHUA、DINGYIYIGECHANPINYAOSHENDUSIKAO,YIGEMEIYOUJINGGUOSHENDUSIKAOZUOCHULAIDECHANPINBUZHIDEZUO。

SHENDUSIKAOYESHILITIHUADESIKAO,YAOBAYIGECHANGJINGYOUDIANJIMIANZAIDAOTI,BAIKAILE、ROUSUILETUIYANQINGCHU。

SHOUXIANSHIZONGXIANGSIKAO,YIGECHANGJINGCONGXUQIU、SHIYONGREN、DONGZUOZHUCENGDIJIN,JINXINGYANJINDETUILI,XINGCHENGCONGYIDIANKAISHIDESIKAOLIAN,RUCIJINXINGXUQIUFENXI,CAINENGBAXUQIUFENXIQINGCHU,WOYIQIANXIEGUOYIPIANWENZHANGJIAOXUQIUFENXIBABUFA,QISHISHUODESHIZONGXIANGSHENDUSIKAO。

QICISHIHENGXIANGSIKAO,ZHEIYIBUJIUSHIYAOZHAODAOXUQIUDEHENGXIANGGUANLIANYINSU,ZHEIGECHANGJINGDEWENTIJIEJUEHUIBUHUIYINGXIANGQITACHANGJINGERDAOZHIZHENGGEXITONGXIAOLVDEXIAJIANG,HUOZHEQITADEYIJINGSHIXIANDECHANPINGONGNENGHUIBUHUIHEZHEIGECHANGJINGCUNZAIJIAOCHA、YILAI、FUYONG,ZHEIYIBUDEZUOYONGDEJIUSHIJIANLICHANPINGUANXI,RENHEYIGECHANGJINGDEJIEJUEDOUSHIBUSHIGULIDE,ZAIYITAOCHANPINZHONGZENGJIAYIGENENGLIJINLAI,ZHEIGENENGLIXUYAOWANMEIDEHEQITANENGLIJIANLIGUANXI。

ZUIHOUJIUSHIDUOWEISIKAO,TONGGUOZONGXIANGHEHENGXIANGSIKAO,WOMENYIJINGJIANLIYIGEHENGZONGJIAOHUDEWANGZHUANGSIKAOMIAN,ZHEIGESHIHOUXUYAOZAIZENGJIAYIGEKANWENTIDESHIJIAOLAIYANZHENGZIJIDESIKAOJIEGUO。ZHEIGESHIJIAOJIUSHIWEIDU,WOMENZUOCHANPINDINGYIJINGCHANGXUYAOCONGCHANPINJINGLIDESHIJIAOTIAOCHULAI,BIRUCONGKEHUDEJIAODUZENMEKANZHEIGEGONGNENG,CONGYUNWEIDEJIAODUHUOZHEJINGZHENGDUISHOUDEJIAODUDENI?DANGRANZHEISHIRENDEWEIDU,HAIKEYICONGQITADEDEJIAODUQUTUIYAN,BIRUHAIKEYICONGSHISHIDEWEIDUQUKAN,GONGNENGDINGYIDEHENHAO,ZHENZHENGSHISHIDESHIHOUKENENGHUIYUDAOSHENMEKUN,ZHEIZHONGKUNNANNENGFOUTONGGUOWANSHANCHANPINQUJIEJUE?JIASHANGZHEIXIEZONGXIANGWEIDU,NIDESIKAOJIUBIANCHENGLELITIHUASIKAO,XIANGDUIRONGYIBAYIJIANSHIQINGXIANGTOU。

JINGGUOSHENDUSIKAOCHANPINJINGLIGUIHUAHUOZHEDINGYICHULAIDEJIUBUZHISHIYIGEGEBINGLENGDECHANPINGONGNENG,ERSHIYIZHENGTAOKEYIBIHUANDEDEJIEJUEFANGAN。YONGYUANJIZHUYIGEHAODECHANPINBUSHITIGONGYIXIECHANPINCANSHU,ERSHIWEIKEHULIANGSHENDINGZUODEJIEJUEFANGAN。

03 市场体量

SHOUXIANPAOGEJIELUNCHULAI,SHICHANGTILIANGDAXIAOBUTONGDUIYINGDECHANPINKENENGCHAJUFEICHANGDA。ZUOXIANGMUDESHIHOUMEIYOUZHEIZHONGGANJUE,WUFEIJIUSHIGENJUXIANGMUJINE、XUQIU、ZHONGYAOXINGJUEDINGRENLITOURUDEDUOSHAO。ZUOCHANPINJIUXUYAOZHONGDIANKAOLVZHEIGEBIANLIANG。

市场体量主要是指数据量、用户量和业务复杂度,都是供应链产品如果市场体量不同,对对应供应链产品的要求不同,体量越大对产品技术架构、场景覆盖能力、产品人员的素质要求都上升了一个指数,如果你是给运营商这么大体量的企业提供服务和给一个小微企业做个进销存系统完全就是两个概念。

SUOYIGENJUSHICHANGTILIANGDEBUTONGLAIDINGYIBUTONGDECHANPINJIUHUIXIANDEFEICHANGZHONGYAO,YAOXIANGGENGHAODEFUWUBUTONGTILIANGDESHICHANG,XUYAOCONGJISHU、SHUJU、YEWUCENGMIANJINXINGCHOUXIANG,FENCHUQINGLIANGJIHEZHONGLIANGJICHANPIN,KEYIGENJUXIANGMUTILIANGJINXINGLINGHUODAPEIHEZHENGHE。

04 整合资源

NIANJIYUEDAYUEYUEJUEDEZHENGHEZIYUANZHEIJIANSHIFEICHANGZHONGYAO,HENIANQINGRENPINTILI、PINCHUANGZAOLI、PINJISHU,GANJUEDOUBUNENGYINGGANGLE,YUESHIPIN,YUEHUIXIANRUDAONENGLIZHONG,YONGYUANZHINENGZAIYIGElevelTINGLIU,XUEHUIZHENGHEZIYUANJIUNENGRANGNICONGZHEIGEXIANJINGZHONGTIAOCHULAI,QUZUOGENGZHONGYAODESHI。

YIGEHAODECHANPINFUZERENYAOXUEHUIZHENGHEZIYUAN,GUANGKAODANDADUDOUHENNANYOUJINGZHENGLI,DUINEIZHENGHEKAIFATUANDUI、ZHIJIEZHUGUAN,RANGBUMENTIGONGJIGENGDUODEZIYUANJICHANPIN,TONGSHIKAOLVZHENGHEQITABUMENDECHANPINHEJISHUNENGLI,ZENGJIACHANPINJINGZHENGLI。DUIWAISHANGYOUZHENGHEDAILISHANG、KEHUZIYUANWEICHANPINTUIGUANG、SHISHITIGONGGENGHAODEZIYUAN,XIAYOUZHENGHEQITACHANGSHANGCHANPINNENGLIBUZUZIYOUCHANPINDUANBAN。

YOUSHIHOUWOMENYOUGEWUQU,HAOXIANGZHIYOUNEIXIEYOUZIYUANDEDALAOCAIYOUZIGETANZHENGHEZIYUANDESHI,QISHIBINGFEIRUCI,BUTONGCENGMIANYOUBUTONGDEZHENGHEDUIXIANG,ZIYUANDAXIAOBUTONG,FANWEIBUTONG,DOUKEYIZAIZIJINENGLIFANWEINEIJINXINGZHENGHE。GONGSICEOZUODESHIZHANLVECENGMIANDEZIYUANZHENGHE,CHANPINFUZERENZUODESHICHANPINCENGMIANDEZIYUANZHENGHE。

ZUOCHANPINZHENGHEQISHINANDUTINGDA,KANtitileNISHICHANPINFUZEREN,KESHIYANFABUGUINIGUAN、XIAOSHOUBUGUINIGUAN,QITABUMENNIGENGSHIMEIYOUGUANDEQUANLI,ZHEIZHONGQINGKUANGXIAYAOXIANGRANGZIJIZHENGHEZIYUANDEGONGZUOGENGHAODETUIJIN,JIUYAOXIANGBANFATISHENGZIJIDEZAIGONGSINEIWAIBUDEYINGXIANGLI,SHULIZIJICHANPINZHUANJIAXINGXIANG,YINGXIANGDERENYUEDUO,YUEYOUKENENGJIANGZIYUANZHENGHEDENENGLIFAHUIDAOJIZHI。

RENXINGDERUODIANLIYOUYIJUHUA:“SHIJIESHANGNENGGOUYINGXIANGTARENDEWEIYIFANGFA,JIUSHITANLUNTARENDEXUYAO,BINGGAOSUTARUHEHUODE”,ZHEIJUHUAWOGANJUEJIUSHIXIEJIWOMENZHEIXIEZUOCHANPINDE,NIDESUOYOUJIAZHIDOUZAIZHEIJUHUAZHONG。

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