Excellent product operations: Find key values and execute them at the user's starting point

Article Description: summary of excellent product operations: the user as the starting point, with a very clear goal, while the goal of determining data sampling, to find key values and efforts to implement, at the same time to have a certain sense of operation.

Always want to give the product operation of the next system definition, or summarize a methodology how to do the product operation, product operation needs to include the quality. Listen to a lot of lectures, search for relevant information, but generally for specific products to tell a piece of achievement. Or some big guy said, good products are run out. But the actual product operation in each company specific definition is inconsistent, and even some just play chores, very not to see. And I have always felt: operation is efficiency, and efficiency is life. For products, for users, for channels and platforms have a vital role, and for the Internet or mobile internet efficiency is particularly important.

One, what is the product operation?

The product operation is actually originally from the English product operation translation come over. Product for products, and operation translation for Chinese meaning: operation, operation, operation, operation, operation, operation, action, combat ...

Its keywords: operational effective precise analysis strategy coordinated execution

From the perspective of English translation, the specific definition of product operation has a clearer understanding, Lenovo to the real life and work, everywhere are operating.

For example: The teacher lectures, is a kind of operation, is the textbook content more profound explanation to the student, to make students more receptive, for example: doctors treat patients or surgery, is also a kind of operation, according to the patient's cause through medical equipment and medicine, cure the patient; For example, War is a strategic blow based on the enemy's circumstances. ...... There are many examples of operations in the real world.

But summing up these operational cases, we can find that product operations are often three elements that are tightly focused on the target: products, users, channels.

Without the operation of the product, it is pure flicker, without the operation of the channel, the product will not have any influence, and without users, the product is meaningless. And the goal is a stable triangle, supporting the product, channel, the user three good circulation development.

Starting point for Operations: users.

Any mobile internet product, or a service-oriented product, should be a user-starting point. Understand the needs of users and realize the needs of users. Through the user to see the operation, the operation is actually how faster to the user to find the answer it wants.

Successful operations can dig deep into the characteristics and needs of users. For example: every customer finished product.

VANCL Advertising Creative Bidding, the team in-depth study and analysis of the Vancl two spokesmen (Han and Wang Dan) the characteristics and VABCL brand, they think: Han, Wang Dan belong to the struggle by themselves, the success of the representative, their personality is not only in line with the modern young people's growth mentality, Also can and VANCL brand to carry on the very good fusion. So the team came up with ideas and ideas that could be used as ideas in a language that expresses self and is highly personalized.

The success of every guest: it captures the psychological characteristics of the target user (they love to express themselves), thus grasping and grasping the specific user's psychological characteristics, the thinking of creative activities is worth our good study. Only in this way can really impress users and retain users, this is what we often say from the user point of view, so that users in the activities reflect the sense of value, and enhance the goodwill of the brand.

Therefore, the starting point of operating success is the user, it is particularly important.

Ii. what are the specific jobs of the product operation?

The work of product operation is relatively messy, including: Operation Planning, BD, media, activity, data analysis, market monitoring.

1, Operation planning: mainly based on the data based product operation plan planning, this piece is the focus. Basically, every product has to be run.

2, BD: operation will be exposed to different channels of conversion efficiency, so the relative needs and channels to deal with the company or internal sales staff contact, this piece of actual will also involve a certain communication and coordination of public relations work.

3, Media: Here also includes the writing of the copy, topic planning, soft text release and so on.

4, Activities Marketing: combined with product promotion or brand promotion, planning activities and strong implementation of marketing programs to promote the product and brand awareness to achieve the goal. And the activities of the user research, rewards and so on.

5, data analysis: Data determines the implementation of operations.

6, market monitoring: mainly strategic level, including: industry market monitoring and competitor monitoring.

......

Many companies have a very different definition of operation, but in any case 80% of the work is to deal with some day-to-day maintenance. And these constitute the main body of the operation. You may not feel any progress at the same time, but it can be devastating once you do not strike. Assuming that news is not constantly updated, what will be the consequences? The user gradually lost.

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