What is the product operation for?

1. What does product operation usually do? Job responsibilities are generally determined by industry practices. From this point of view, if you want to know what you usually do in product operation, look for JD for this position on several recruitment websites and make it. The following is a typical description of product operation recruitment on the hook: a. Job responsibilities: responsible for product content release, online and offline, daily operation and update management of advertising platforms; According to the operation plan, complete the planning and implementation of marketing activities such as promotion and special activities; Formulation of various operating rules, including customer policy, membership policy, points policy, etc. Docking goods, design, customer service and other links, completing the coordination and implementation of marketing activities to ensure the smooth development of activities; Responsible for daily marketing data, transaction data and commodity management. Optimize inventory and product lines, improve store operation norms and processes, and formulate inheritance documents; B recruitment responsibilities: responsible for the operation planning of Hujiang APP products; Responsible for ensuring the user's stickiness to APP products through the operation mode based on mobile activities; Be responsible for understanding and analyzing user interests, current hot spots and competing products operation; Establish daily APP operation mechanism, and work closely with UE, developers, products and other personnel to achieve product KPI goals. Then let's summarize the job responsibilities of product operation: 1. Activity planning and management. Here, we mainly talk about the special events of H5 page type. No matter for product innovation, promotion, recall and brand communication, we can achieve certain results through activities. In a complete activity flow, product operation will play multiple roles at the same time: activity planning, budget disassembly, prize application, theme prototype, demand output, project management, risk control, activity data analysis, and even express packer. 2. Product promotion If the company's scale is ok, there will generally be specialized external promotion personnel, and the product operation will generally undertake internal promotion and cooperate with external promotion. Methods include the activity planning mentioned in 1 point, such as the H5 lucky draw with the channel release. In addition, there are the integration of various promotion resources within the company (in fact, the ability to brush the face), as well as the materials needed for promotion and the preparation of landing pages. 3. Product work with some operational attributes, such as integral mall, membership hierarchy, community rules and regulations, competing product analysis (operational strategy analysis) and so on. These things can be initiated and built by the product manager. 4. I really don't know what words to use to summarize this part of the work, such as version release, you give an updated copy; For example, to do grayscale publishing, we should recruit some experience users and collect feedback; On holidays, you make a holiday day splash screen to follow up; A user feeds back a bug, and you feed it back to the technology to follow up and solve it; Some users talk about your product crazily on social networks. You should appease the users and send some gifts. For various reasons, it is hard to say how many jobs there are. Some companies have few people, and their operations are all multi-jobs, so it is impossible to divide them in detail, or some companies have different positioning for product operation. Product operation may be part-time content operation, external promotion, competitive product analysis, user operation, BD business, etc. And all kinds of roles are possible. Who told us that surgery is a panacea? . . Second, what skills do you need to acquire in product operation? Unfortunately, there is no systematic learning path, and there is no list like "After reading this 100 book, you are the god of product operation". . . In my opinion, operation is a post with accumulated experience, and personal subjective ability has great influence and bad theory. The same activity is put on different products, and some details are different, which will lead to very different activities. So actual combat is the best advanced way. If you have a good master who is willing to teach you by hand in this way, then you will be too happy, and you will achieve the effect that a martial arts master will pass on your lifelong internal strength to you. 1. Project management skills do not require professional project management. Getting a certificate of understanding all kinds of agile management blabla will help you better grasp this topic. In my current company, no project manager will do an operation project such as cover, so at this time, product operation, as the person in charge of KPI of this project, must take the initiative to promote the whole process. 2. Communication skills Whether you are engaged in project management of activities, promotion planning or small product secretary, communication will cover more than 50% of your work. Except for the production operation of some editing contents, other operating posts themselves need to be superimposed with other post personnel to produce effects. People in different positions have different ways of thinking and communication. 3. Hongshi has been doing content operation or user operation for a long time, and it is easy to indulge in details. This is not to say that it is wrong to pay attention to details, but that details are important. Just doing product operation often requires a macro vision. For example, to promote a product, we must first understand the cause and effect of promotion, total budget, KPI, and overall promotion rhythm, and then struggle with which channel to use which copy and how much to put on which day. It is much more efficient to "start from the whole and disassemble the details" than "do it first and then piece it together". 4. Copywriting ability is easy to understand, ranging from the theme of an activity to the update point of a release. Copywriting is the place to open the operational gap. Some copywriting has strength and temperature, and some copywriting is like an automatic reply of a robot. 5. Various boundary knowledge such as technology/product/test. Because product operation often needs to deal with these kinds of people, it is necessary to know some basic knowledge of each other's field. For example, if you do promotion, the PC-side promotion may be directly linked, the mobile-side promotion needs an installation package, the Android-side apk package needs screenshots and other materials to be uploaded to various application stores, and the apk package has a package name, and how long it usually takes to package and release it. 6. I won't talk about using office software. Excel does data analysis, word writes demand documents, PPT shares activity experience and so on. In addition, I often use these softwares in my work: Xmind. Generally used for thinking, planning and planning with leaders. Before writing a specific plan, use this to organize a framework for yourself, which is very useful. Axure. is a common tool for product managers to draw prototypes, and can also be used as a product operation, such as drawing active prototypes. The prototype of the operation, the requirements are not high, you can take photos by hand, you can use PS, and even you can use excel. Photoshop. When the university first came into contact with this software, it was a professional software, and later it became a necessary software for installation. Ps is a necessary skill in operation, but it doesn't need special expertise, at least it needs to be able to dig a picture or something, and designers can do it if they want to force it. Memo software is not exclusive to product operation, but it is more suitable for forgetful people like me. I usually use evernote to record some good copywriting and so on. , and use the notes that come with windows to record my daily work. Others use quip or something. I'm used to it. Operation defines the direction of products and the direction of operation. 1. Business Disassembly (1) Product classification: products include seven dimensions: demand, frequency, connection, user, value, chain and drive. Click to view details. (2) Front-end operation: client operation, including content operation, user operation, activity operation, and the main ways to increase the number of users and user value. Content operation: locate product content style, control update frequency and quality, guide community atmosphere, plan and create hot topics, and maintain the relationship between high-quality PGC producers and MCN partners. User operation: formulate user hierarchy system and community rules, collect user needs, serve KOL key users, formulate different operation strategies for users with different life cycles, attract new users, activate old users and call back lost users. Activity operation: Activities are spread and interactive, which can transform new users and activate old users, and can be divided into short-term profit promotion and long-term sticky participation. (3) Back-end operation: Supply-side operation, including supply chain, service chain and data chain, is the main way to optimize costs, improve efficiency and build core competitiveness. Supply chain: the main systems of supply, manufacturing, transportation, retail, etc., to ensure that the right products are delivered to the right place at the right time with the right quantity, quality and status, and to minimize the cost of this process. Service chain: centering on customers' needs, we organize consulting, government, banking, insurance, maintenance, transaction agency, transfer and other related services through product functions to form a complete consumer service network. Data link: AI technology based on data link processing has been able to replace some people's work, and artificial intelligence has replaced labor costs in all aspects of job replacement, mainly because the user experience at the front end of the product remains unchanged or even better, and the work that once required a lot of labor costs has become low-cost or zero-cost. Case: 20 17 days cat pair 1 1, artificial intelligence instead of designers to make 400 million posters. 2. Collect and sort out business decisions: through disassembling and collecting products, front-end and back-end, we can understand the business from multiple dimensions, so as to clarify the business path and weight, and scientifically formulate clear, accurate and quantifiable goals. Organizational structure: through business disassembly and collection, analyze and formulate the basic abilities required by the team, select talents scientifically according to the abilities and formulate the corresponding organizational structure. Iterative mechanism: establish a feedback mechanism through operational data, iterate business decisions and organizational structure according to data feedback, and build an efficient operational system. 3. It is a truth to summarize the operation and the disassembly and collection of objects. Clear the disassembly path first, and then carry out reverse reorganization according to the path. When the internet has evolved into an infrastructure, there is no difference between the internet and tradition, only scientific operation and blind operation. Scientific operation is to use scientific and technological means and scientific methods to run enterprises, and to put an end to the decision-making mode of relying on experience and patting the head. Potential energy is the commanding height, and occupying the commanding height will form advantages and trends, representing the operational team's combat execution. Channel operation, first of all, choose the channel that suits you according to the highest potential of the industry. For example, WeChat official account and short video with vibrato are the most potential content channels, while Tmall, JD.COM and Pinduoduo are the most potential e-commerce channels. Channel belongs to front-end user operation, so the channel operation mode is content, user and activity operation. Word-of-mouth operation, search evaluation, e-commerce comment and forwarding community all belong to word-of-mouth operation. Word-of-mouth is a passive evaluation of users' initiative. When the mobile Internet was born with the convenience of community relationship chain forwarding, word-of-mouth became an operation mode that can initiate batch operation actively, and attracting users to forward based on content became a very mainstream operation mode. KOL operation, the KOL of the client is equivalent to the high-quality supply of suppliers, which has great influence and fan base in a certain range, and users have strong follow-up driving force. And KOL has word-of-mouth effect. Whether it is market public relations or user operation, it is possible to lead the industry public opinion by obtaining the commanding heights of KOL. Brand operation, the main purpose of the brand is to occupy the commanding heights of the scene, enter the user's mind in positioning theory, and automatically awaken the demand for products after the user arrives at a certain scene through the setting of colors, symbols and advertisements. Authoritative operation is the commanding height of intangible assets, such as audio-visual license, financial license, patent, authoritative organization evaluation, etc. Not only can it greatly reduce the decision-making cost of users, but some licenses may also become a moat for future enterprises. Therefore, when the application is convenient, try to get all the licenses, patents and endorsements that can be applied for. 4. To sum up, teams and businesses that can iterate quickly have operational advantages, engage in businesses with the same starting point, have the fastest running speed and the strongest combat capability. According to the 72 1 principle of the Internet, one super product will occupy 70% of the market, the second one will occupy 20%, and the remaining 10% will be shared by many other products. Under this premise, it is necessary to capture the time signal and open up a new operation mode. The stronger the trend prediction ability, the more correct the operation path disassembly and target setting. Clarify your own advantages and operational objectives, occupy every commanding height, and finally operate a product with strong potential energy.