Product Manager Workplace must-see book - "YES! Product Manager"

brief introduction

The book combines the characteristics of management, tools and workplace novels, while the author is the most powerful team consulting consulting product manager.

This book is a full introduction to the product management, product manager related knowledge in the form of workplace novels, and all the questions and answers are placed in the design of 101 episodes, at the same time, each episode also has a corresponding relationship between each other , So that readers can walk from the specific plot to understand not only the complete knowledge of product management, but also deeply feel the real working state of a product manager, but from a knowledge point of view, the book covers basic theory, tools Methods and implementation of the business, from the target audience, involving individuals and businesses. I believe readers from the specific plot to not only be able to understand the complete knowledge of product management, you can also deeply feel the reality of product manager status.

YES! Product Manager (上, 下 册)

Tang Yuen edited

ISBN 978-7-121-14107-2

Published in September 2011

Price: 128.00 yuan (upper and lower volumes)

16 open

904 pages

To "extranodal" readers

This book is a fiction genre of product manager and product management system, ideas, tools, methods of the book, a book of practical guidance, a book of 500000 words, a book for the product manager, A book containing many years of UCPM research and practice. All this is due to our efforts to make product managers understand what is real product management and how to be a qualified product manager. But these make me feel not enough. A new management thinking involves all aspects of the enterprise; awareness and management, tools and methods, organization and processes, vertical and horizontal organization, efficiency and effectiveness, and so on, are many factors that affect their effectiveness. Therefore, not only the specific executor-product manager should understand and understand that we also hope that all related organizational departments and management should understand the fundamental significance and value of establishing a product management mechanism.

Occasionally, she talked about product management with the vice president of a domestic machinery manufacturing enterprise. He used the word "urgency" to describe his mood. Shows that some companies have realized the importance and urgency of product management. We do not want companies to think about how to solve them when they feel it urgent, and get caught by themselves. Product management in China has just started, everything needs to be constantly improved in practice and development. We hope this book will give a "valuable" or "intentional" business a slightly valuable reference. At the same time, I also hope that the management of each company, like the vice president I mentioned, can have an objective, comprehensive and rational understanding of product management, realize the necessity of its existence and the long-term value to the development of the enterprise . Only in this way, the enterprise's product management system in the uniform understanding of the platform for the smooth growth and development.

Product management has a far-reaching impact on the value and significance of an enterprise. When an enterprise laments the fact that the product management system brings a huge return to the enterprise, it certainly will not mean that the initial transient seemingly dull process of establishing the system will occur. In fact, in the development of enterprises must always continue to change in order to grow. The pain of this transformation is normal, to see what kind of attitude to face. Now many companies have set up product manager positions, but due to various reasons it is difficult to reflect its role and value, of course, this is not mature with the development of product management industry, and the limitations of awareness of product management related to the professional competence of product managers , But the key role or business awareness and attitude. As long as companies understand product management from now on and gradually build a product management system, we believe that huge returns in the near future.

Of course, all this should start with the specific executor, is these high hopes of "product manager." I hope companies can understand that these "smart people" are actually hidden in the enterprise. What is most needed now is to find them, push them to the front desk, give them responsibility, trust them, provide them with a platform to give recognition and give opportunities , Let them play their due role, create greater value for the enterprise. It is also a seemingly non-luxuriant but far-reaching process that is quietly transformed by the enterprise. It is also an important decision that must be made if an enterprise proactively confronts market competition, establishes its competitive advantage, and achieves its future development goals.

This book is intended for readers: Product Manager, or about to become a product manager, want to understand the product manager's readers.

sequence

A few years ago, I chatted with a friend at a very deserted cafe in Pudong, Shanghai. We talked about the "Made in China" situation in ubiquitous small and large stores in the United States, we are feeling the Japanese electronics store demonstrations hanging over the "Made in Japan" label, we admire the "German quality" lasting competitiveness, but also worried about China's electronic information industry , Business, product status quo and the future ... ... silence, he told me about such a story. Fifteen years after studying and serving in Germany, he decided to leave his German employer to start his own business. At this time, a colleague as a product manager made a personalized gift in the workshop overnight. This is his favorite gift, which fully demonstrates the German employers technology, product strength, reflects the product manager's superb technology and excellent hands-on ability, but also reflects the strong feelings between them. His favorite did not stop there. His shock lies in: it is there are countless such product manager, it created the reputation of the world-renowned German reputation. "China's electronic information industry stronger and better, eagerly looking forward to the rise of product managers" - This is our conclusion.

Since that paper talked about the military, I ended up with the product manager indissoluble bond. Whether it is the news topic planning, or daily interview reports, whether it is the operation of the project, or weekdays social circle, product manager has become the protagonist of my work and life. It is this kind of heartfelt reverence and expectation from the product manager. I was fortunate enough to come into contact with the "grassroots group" of product managers spontaneously organized by Tang Yuan and others.

In order to give the product manager a name, for the sake of the rise of the product manager, and for the product manager to give full play to the role of the mainstay in "creating China," they contribute meager income, organize salons, carry out training and develop online platforms. Now, they will be years of product manager research, training, practical crystallization of knowledge and crystallization. This is not only a milestone in their personal career, but also a landmark event in the rise of product managers.

As the book is about to be published, the author invited me to write as a media practitioner. I am very tangled, one I want to write, because I agree, worship product manager, shocked at the author's enthusiasm and resilience. Second, I dare not write, to the product manager, I am just a hardcore "fan", in the face of heavy manuscripts, I was in a state of fear and trepidation. Passion is difficult, but still want to author and product manager "fans" status, talk a few words.

First, the product manager is the product, the soul of quality. At present, product manager research did not rise to the system of disciplines, not many similar books, but the definition of the product manager can be described as divergent opinions. A product manager at an IT company once told me that a product manager is also a brand manager whose responsibility is to control 4P, namely Product, Price, Place, Promotion. I do not agree with this Kind of view Because 4P marketing theory suitable for a single social form, the social supply and demand is not enough, simplifying customer needs, mass media market dissemination. In the era of diversified social forms, excess supply and demand, diversified customer needs and accurate media dissemination, product managers pay more attention to the needs of customers and pay more attention to product technology and product solutions. In a nutshell, product managers are more committed to planning, research and technology and other front-end links, guide the consumer will the front of the production process in front of the product is to be responsible for performance, performance, quality, is the soul of a product line. Of course, I'm afraid to jump to the definition of the product manager, more systematic, more precise definition is included in the book.

Second, the product manager is a new representative of industrial production. Whether it is mass production in the mid-20th century or lean management initiated in the 1980s, the heart of it is that economists work in line with production lines, the efficiency of which benefits from the bureaucratic bureaucracy of the "Taylor-Ford" system. Along with the reengineering of production processes and the birth of flexible manufacturing, especially the "deindustrialization" and "remanufacturing" proposed by the developed countries after the financial crisis, the birth of the "custom-temperature system" flat management in the Internet age was accelerated. In this mode of production management, efficient management of enterprises is no longer the traditional mechanization, is no longer the general sense of automation, but to product manager for the production mode and management model of the core, timely capture customer and market demand , Timely grasp of technology and production innovation, efficient deployment of internal and external resources, rapid production and sales of products to meet market demand, and tracking services, debugging, correction products or solutions. In the era of flat network management system, the product manager is first and foremost a social person, he is not faced with rigid lines of production, but market-oriented, resource allocation team.

Third, product manager is a symbol of the benign flow of society. Although the reform and opening up have passed for more than 30 years, despite the fact that the enterprise and marketization have gone from writing to practice, the social level flow and vertical mobility system have been greatly improved. However, Solidified class still exists, the concentration of corporate resources to administrative positions still exist. When the enterprise runs the product manager system benignly, the product manager serves as an important complement to the administrative duties, creating a new development stage and a new "ladder" for the employees. As a product and quality soul, as a representative of a new type of industrialized production, a product manager in a well-established product management system also controls the R & D decision-making power, resource allocation rights and revenue distribution rights depending on the product line. This not only provides a healthy promotion and mobility mechanism for poorly-managed and disdainful business leaders, but also fully mobilizes the enthusiasm of employees and fully discloses the knowledge capital of enterprises and creates a good institutional atmosphere. What is more, in the product manager system, the former administrators of administrative or management roles play a coordinating and participant role, which is conducive to deepening the front-line management of enterprises, making scientific decisions and implementing them efficiently.

All in all, the birth of a product manager class marks a revolution in product planning, technology development, solution provision and customer relationship development, marking an innovation in the healthy flow of human resources in society and marking a quantum leap in product and quality. Of course, the product manager class is a new-born thing accompanied by the process of industrialization with Chinese characteristics and is the inevitable outcome of the "Made in China" toward "Made in China". The road to new things over old things is twists and turns, the future is bright. Confusion and hardship are unavoidable as product managers grow. This book systematically answers the practical problems that the product manager faces in his work and life and inspires them with fresh examples. He believes that this book will address every leader who devotes himself to the product manager, including the product manager, Great benefit.

China Electronics News executive vice president, China Computer Society senior member Zhang construction

Foreword

When planning this book, many friends asked me: What kind of book is this?

To be honest, this question really bad answer, but I tell them, I can talk about the book's target audience and can solve any problem.

The reader I expect is:

If you are a career worker who wants to become a product manager then this book is perfect for you to read.

If you are a product manager who has been working in product management for a while, this book is perfect for you to read.

If you are a product manager with many questions about product management then this book is perfect for you to read.

If you are a product manager who wants to improve your product management skills then this book is perfect for you to read.

If you are a non-product manager concerned with the development of product management in China, then this book is equally suitable for you to read.

...

In short, all those who are interested in product management can read this book.

So what problem can this book solve?

If you do not know what product management is, then this book is a good fit.

If you are often called by the boss to do some business work, then this book is suitable.

If you often under the pressure of the strong department, then this book is a good fit.

If you often tired of dealing with all business units, fire fighting everywhere, then this book is suitable.

If your ideas are often denied high-level denial from customers, then this book is a good fit.

If you do not know where to improve your product management skills, then this book is a good fit.

...

In short, all Chinese product managers have encountered and may encounter problems in this book can find the answers you need.

101 product management issues for the Chinese product manager, it is already too much, in summation of these 101 issues, I actually do not quite believe it, is China's product manager is in such confusion and situation growing?

101 answers to product management should not be too many for Chinese product managers. I wonder if the 101 answers really solve the most practical problems for Chinese product managers, but I expect to be able to do this .

What kind of book is this? I think:

It can be said to be a managed book, but more effective than the book of economics.

It can be said to be a tool book, but it is easier to understand than a tool book.

It can even be said to be a workplace book, but more knowledgeable than a workplace book.

This is exactly what kind of book, I think, the answer is simple: it is a want to solve the problem of China's product manager book.

I expect this book to be such a book.

How to read this book

Yes, there is nothing wrong, reading this book is very simple, with your eyes on it.

However, few people never forget, so if you have the conditions, then find a pen, a small book on it, you think it worthwhile to write down, on the one hand you can do a finishing, on the other hand can be restored About your own writing skills.

Of course, using the eyes and taking notes is just an input process. I do not want this to be an input-only process that has no input or output. Therefore, to use your brain, in principle, I want a brain Dedicated, but if you have a multipurpose skill, that's fine.

Because of the complexity of the book, I had to take one of the product managers in charge of the book to read the book. Of course, he was not just a guide to reading, but also a guy who kept asking questions and hoping that this guy could To assume this post, worthy of his monthly salary.

The book is divided into three parts, namely:

1. The basic problem of product management

We found that many basic problems still plague most product managers and enterprises. This is a process of enlightenment. If these problems are not clear, you will be drunk and do not know when it will happen.

2 product manager's problem

These kinds of problems are many and scattered. The product managers in various industries think that the problems they encounter are the most targeted. Therefore, they all expect to be able to give the most realistic and direct answers. We have selected a number of issues and hopes Can play a valuable role, from top to bottom.

3. Product management issues

Must admit that, sometimes the product manager to do something bad, in addition to some personal reasons, but also a large part of the enterprise's own problems, how companies treat the product management and product managers directly determine the effectiveness of work, therefore, a lot of personal problems Time is a problem of the enterprise, and the problems of the enterprise sometimes lead to personal problems. We hope that this relationship can be adjusted and the harmonious development of individuals and enterprises can be realized.

Well, not much to say, that guy can not wait to be unveiled, my task has been completed, and now the protagonist is the guy.

Book catalog

Question 1: What is a product manager?

Question 2: What should a product manager do?

Question 3: Product Manager Tactical Execution 18

Q4: What are the levels of product management positions 26

Q5: What is the product manager's career path?

Q6: What are the responsibilities of product managers 42?

Q7: What kind of people are suitable as product managers 49

Q8: The Product Manager's Talent Model 57

Question 9: What is the product manager's knowledge structure?

Q10: product manager is "only" or "special" only 71

Q11: What should a product assistant do?

Question # 12: Product Strategy Diagram That Product Managers Should Know 84

Question 13: Is there any industry-specific product management?

Question 14: Are there any industry restrictions on product managers?

Q15: How does a technician transition to product manager?

Q16: What is the workflow of product management?

Q17: Document Management for Product Management 122

Q18: The 26 documents the product manager must know

Question 19: Where is the product management department?

Question 20: product and business interests of the dispute!

Question 21: The product manager's dispute over rights 155

Q22: Three development strategies for existing products 163

Q23: What is the difference and relationship between product management and project management?

Q24: What is the relationship between product department and business department?

Question 25: How many product managers should have a working attitude

Question 26: Product Management, Product Planning, Product Design

Question 27: The pain of the product manager 207

Q28: How should a product manager learn 218?

Question 29: How do product managers improve their knowledge

Q30: What are the types of product managers 237

Question 31: Several roles that product managers should play 244

Question 32: How does the establishment determine what kind of product manager is required

Question 33: How should a product manager evaluate 262?

Question 34: How to do competitor intelligence analysis

Q35: Product managers and business innovation strategy 283

Question 36: How to Determine Our Competitors 292

Question 37: what is the product of the user's cognition 299?

Question 38: What is the product of corporate awareness 309?

Question 39: How do product managers look at demand?

Q40: Product Manager Problem Matrix 325

Question 41: What are the new ideas for product development?

Q42: The use of product (function) comparison table

Q43: Why do product managers manage products based on market orientation?

Section 44: How Product Managers Develop Their Own Products Strategy 357

Q45: How to set up a rapid and enforceable product management system

Question 46: How to ensure the normal operation of the product management system 376

Q47: How Product Managers Achieve Efficient Tactical Activities

Question 48: What is the "five-segment" in the three-line and five-segment model?

Question 49: What is the "third line" in the third-line and fifth-line model?

Q50: What are the common product management models 418

51st Q: What product management is in control of what 427

Question 52: What are the forms of product management structure 435

Question 53: How product management can make Chinese enterprises survive

Question 54: What is the product management model for Chinese enterprises?

Q55: What RPM-based product managers should do?

Q56: How does RPM double the effectiveness of enterprise resources?

Question 57: How to build our RPM 482

Book catalog

Question 58: How product managers segment the market 1

Question 59: How Product Managers Find Real Customers 10

Question 60: How do product managers do relationship management 18

Question 61: How product managers do product portfolio planning

Question 62: How product managers do product planning 36

Question 63: How a product manager writes a business plan

Question 64: How does a product manager make cost accounting?

Question 65: How do product managers Roadmap 64

Question 66: How do product managers design price strategies?

Chapter 67: Product Management and Product Lifecycle Management 80

Question 68: How Product Managers Formulate Annual Product Strategy 88

Question 69: How a product manager develops a marketing strategy

Q70: What kind of annual plan should the product manager make?

Question 71: Product Manager and New Product Evaluation 116

Question 72: How do product managers write business requirements documents

Q 73: How product managers build product business processes

Section 74: Product Design and Product Design

Q75: Product Manager Requirements Management 149

Question 76: How do product managers communicate their needs with the business team

Q 77: Product Manager's "Requirements Matrix" 168

Q78: Product Manager's Product Concept Screening 175

Question 79: How Product Managers Shape User Prototypes

Q80: How does a product manager write a qualified market demand document?

Question 81: How a Product Manager Writes a Qualified Product Requirements Document

Question 82: Product Manager and Team Management 217

Question 83: How do product managers do customer value analysis

Question 84: How do product managers do gap analysis

Question 85: How do product managers communicate with marketers?

Section 86: How Product Managers Make Market Forecasts

Question 87: How Product Managers Do Product Acceptance

Question 88: How a Product Manager Communicates with Customers 274

Question 89: How to transition from project type to product type?

Question 90: How do product managers brand management 291

Question 91: How the product manager builds the product sales process 303

Question 92: How Product Managers Do Profitability Analysis of Channels

Question 93: Product Manager's Time Management 321

Question 94: How the product manager to develop integrated promotion program

Question 95: How do product managers communicate with technicians?

Question 96: How the product manager formulates a product listing plan

Question 97: Product Manager Customer Relationship Management 356

Question 98: How do product managers 367 sales training

Question 99: How the product manager makes the sales kit 375

Section 100: How Product Writers White Paper 382

101st Q: On the road - everything is just beginning 389