In Beijing, where should I study if I want to be an Internet product manager? What are the learning abilities?

Job Description IPM (Internet Product Manager) is a functional department of Internet companies, responsible for the planning and promotion of Internet products and their life cycle evolution. According to whether the Internet products they are responsible for are user products or commercial products, they can be divided into Internet user product managers and Internet commercial product managers. User product managers are most concerned about the user experience of Internet user products, while commercial product managers are most concerned about the liquidity of Internet commercial products.

Internet product managers are the core of Internet companies and need strong communication skills, coordination skills, market insight and business sensitivity. We should not only understand consumers and markets, but also cooperate with different styles of teams, such as development teams and sales teams. The most famous Internet product managers are Baidu's and Tencent's Ma. It can be said that the Internet product manager determines the success or failure of an Internet company.

Internet product managers may have different job responsibilities due to different industries. But the core work content basically includes the following aspects:

1) is responsible for putting forward the feasibility proposal of the website's demand scheme and operation strategy;

2) Responsible for the content planning, advertising space development, management and schedule operation management of the website;

3) Statistics of website data and user feedback, analysis of users' needs and behaviors, collection of product purchase and website function requirements arising from website operation, synthesis of opinions and suggestions of various departments, overall arrangement, discussion and modification, and formulation of feasible schemes;

4) Work closely with technical department, editorial department and other departments to ensure the progress and quality of products, and coordinate with relevant departments for website development and daily maintenance;

5) Cooperate with the marketing department and customer service department to carry out relevant business cooperation and track competitors;

6) Grasp the trend of Internet market and make product competition strategies and plans.

Familiar with Internet product operation.

Cooperate with project manager to complete product development and test market research. Market research refers to studying the market to understand customer needs, competition and market forces, with the ultimate goal of discovering potential opportunities for innovation or improvement of products.

Market research can be conducted in the following ways:

Communicate with users and potential users

Communicate with front-line colleagues who face customers directly, such as sales, customer service and technical support.

Study market analysis reports and articles

Try competing products.

Carefully observe user behavior, etc.

Market research will eventually form a business opportunity, product strategy or business requirement document (BRD), which will explain in detail how to make use of the potential opportunities. Product definition and design a) Product definition refers to determining what the product needs to do. Product Requirements Document (PRD) is usually used for description, and PRD may contain the following information:

Product vision

target market

Competitive analysis

Detailed description of product functions

Priority of product functions

Product use case (use case)

system requirements

performance requirement

Sales and support needs, etc.

B) Product design refers to determining the appearance of the product, including user interface design (UI) and user interaction design, including all user experience parts. In large companies, PM usually works with UI designers or interaction designers to complete product design, but in small companies or startups, these tasks may need product managers to do.

This is the most valuable part of the product manager's work. If this part is not included in the work of the product manager, then it is almost certainly not the work of the product manager. Project management Project management refers to people who lead different teams (including engineers, QA, UI designers, marketing, sales, customer service, etc. ) Develop and release products on time within the budget. May include the following work contents:

Ensure the input of resources

Make a project plan

Track the project progress according to the plan.

Identify critical path

Strive for additional investment when necessary.

Report the project progress to the competent leader, etc.

In large companies, there is usually a project manager to handle most of the project management work, and the product manager only needs to provide support. However, in startups, product managers usually need to manage their own projects. In some companies, the technical director can also handle most project management affairs as a project manager. Product introduction mainly includes communicating the advantages, functions and target markets of products with internal colleagues such as bosses, sales, marketing and customer service, and may also include introducing products to the outside world such as media, industry analysts and users.

Product managers of large companies usually have product marketing, marketing and media relations (PR) teams to help them introduce their products to the outside world.

For product managers, this is the second most valuable job besides product definition and design, especially when introducing products to bosses and marketing colleagues and exciting them. The product market is mainly to spread information to the outside world-to tell the outside world about products. It usually includes making product data sheets, manuals, websites, Flash demonstrations, media topics, exhibitions and demonstrations.

In large companies, product marketing is usually not the responsibility of PM, and these companies will have special product marketing managers to take care of this work. Of course, the biggest drawback of this division of labor is that it leads to low communication efficiency and weakens external communication.

In some companies, "product management" and "product market" are regarded as synonyms, and one person will bear the responsibility of both. In those companies that separate the product management team from the product marketing team, the latter will take care of the job responsibilities mentioned in this section, and they may also undertake some work of "market research", "product introduction" and "product life cycle" management. Product life cycle management refers to those who conceptualize with product experience->; Release-> Mature-> Withdraw from the product management activities of the whole life cycle of the market.

The main work includes:

Product positioning

Product pricing and promotion

Product line management

competitive strategy

Establish or acquire partners.

Determine and establish cooperative relations, etc.

The product manager works with product marketing, BD and marketing communication colleagues to accomplish these tasks.