Product Manager into e-commerce industry star Post

Http://blog.sina.com.cn/s/blog_612e5c6601015utd.html

If we talk about career planning, today I would like to mention the product manager, I think the product manager this post is likely to become a future e-commerce star Post. A career with a lot of potential, the gold content can be seen. From the author's contact with the product managers of the first large e-commerce enterprises in China, the function of product manager says, "Product Manager" (another term is "product Marketing Manager"). The role of product managers varies greatly in different areas of the high-tech industry, even in different companies in the same field.

What the product manager does.

Different companies make a difference in the role of product managers. But in most successful high-tech companies, there are some key responsibilities that need to be undertaken by product managers:

role One: Market research

A positive research market to understand customer needs, competitive landscape, and market operations. The ultimate goal is to identify opportunities to create new products and improve existing ones.

This is done in the following ways,

Communicate with customers or potential customers
Communicate with front-line teams (such as sales and support) that are directly facing customers
Research market analysis reports and articles
Experience Competitive Products
Continuous tracking of customer behavior
Other similar means
Through market research, product managers will eventually prepare business cases, product strategies and business requirements documents (BRD) to describe how to capitalize on potential market opportunities.

Responsibility II: Product definition and product design

A. Product definition specifically describes what a product can do, often through a market requirements document (MRD) or a product requirements document (PRD), which includes:

Product Vision
Target market
Overview of competition
Product Function Details
Priority features
Product Use Cases
System Requirements
Performance requirements
Sales and support requirements, etc.
B. Product design specifically refers to the product's appearance and style, including the product's user interface and user interaction, covering all user experience parts. Product managers in big companies do this with UI designers or interaction designers, but in small companies they can only rely on product managers themselves.

I think this part is the most valuable part of the product manager's work, if the product manager's work does not have these, it is certain that he is not a real product manager.

Responsibility Three: project management

To lead various cross-functional teams, including development department, quality Department, UI design department, marketing department, Sales and Support department, to develop and release products on time and within budget. This work includes:

Get Resources
Establish a project point in time
Keep track of Progress
Identify critical paths
Get additional resources when you need them
Maintain communication with management
In large companies, the project manager performs some of the above tasks and is supported by the product manager. In small startups, product managers are asked to take them all. In other companies, developers lead these jobs.

responsibility Four: Product propaganda

This includes presentations to internal teams such as sales, marketing, service and management about product strengths, features and target markets, as well as product introductions to external audiences such as media, analysts and customers.

In large companies, product marketing Department, marketing department and Public Relations will assist product managers to conduct product presentations abroad.

In addition to product definition and design, product advocacy is the second most valuable job for product managers, especially through advocacy to inspire sales, marketing teams, and management's passion for products.

Responsibility Five: Product marketing

Mainly refers to the dissemination of information to the outside, the product told everyone. Including the production of marketing tools, such as product datasheets, product manuals, Web sites, flash presentations, media topics and exhibition demonstrations.

In large companies, product marketing work is often stripped from the product manager, by the product marketing Manager on behalf of the implementation. But the biggest disadvantage of this is to create inefficient communication and weaken the spread of external information.

In the definition of some companies, "product management" and "product marketing" are the same, and by a person to all bear. In companies that divide the product management organization and the product Marketing organization, the latter organization undertakes all the product marketing work mentioned, and they are also responsible for one or four and six

Responsibility VI: Product life cycle Management

The management of a product through its life cycle from concept to release, growth, and eventual decay

Contains the following tasks:

Product positioning
Product Pricing and Promotions
Product portfolio Management
Competitive strategy
Establishment and merger partners
Identify and develop cooperative relationships
The Product Manager works with product marketing, business development and marketing departments to accomplish these tasks.

Through the above 6 points to analyze the function of the product manager, I believe you will have a new view of the product manager, it is not difficult to see how the product manager of e-commerce enterprises, especially large e-commerce enterprises, the role of how important, for this reason, If a brand of products can enter a large-scale consumer shopping platform must be through the product manager's brush selection and filtering, consumers can rest assured that the purchase of genuine licensed, but also really need to thank the Product manager.