【脑图分享】如何创建和管理一款产品

作者：低代码架构师Kaiwen

阅读数：404

更新时间：2024-02-23 20:34:49

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核心原则：以产品营销策划为主线，辅以产品交付与实施，是一个系统工程

核心步骤简记：题目案模优评策

主要分析模块

行业分析
- 目标：建立行业环境认知模型
- 分析模型
  - 宏观环境与企业资源
    - SWOT
    - PEST
  - 行业环境
    - 价值链
    - 供应链
    - 关键成功因素
    - 生命周期
    - 发展阶段
    - 集中度
    - 稳定性-结构行为业绩
- 方法
  - 研报
  - 公开报道
  - 行业内上市公司财报

市场调研
- 目标：弄清行业市场概况、市场细分维度、核心参与者竞争状况，辅助确定市场定位
- 方法：
  - 权威报告
  - 研报
  - 专业网站，如36Kr、财新分析
  - 调查问卷
  - 专业人士访谈
    - 网络
    - 面谈
  - 现场观察
  - 实验
  - 竞争情报
- 分析模型
  - 细分市场划分STP
  - 目标市场选择
  - 竞争五力模型
  - 市场结构分析：产品、地区、消费群年度变化
  - 市场竞争
    - 市场对比
    - 渠道分析
    - 产品/技术创新
    - 竞争实力与策略
    - 财务对比
  - 竞争战略：成本领先、差异化、集中一点

客（用）户分析
- 目标：搞清楚客户的为什么购买，解决客户什么痛点或需求，发现核心矛盾
  - B端：现存痛点，客户不会为了好奇去花钱
  - C端：需求或潜在需求
- 方法：
  - 调查问卷
  - 专业人士访谈
    - 网络
    - 面谈
  - 现场观察
  - 实验
  - 竞争情报
  - 竞品调查
- 分析模型
  - 购买者行为研究
    - 企业购买行为
    - 用户购买行为
  - 矛盾分析法

产品策划
- 目标：确定产品核心价值点、品牌等
- 关键要素
  - 产品核心价值
  - 品牌
    - 商标
    - 域名
    - Logo
  - 概念包装

产品设计
- 目标：形成指导产品研发、测试、交付的关键约束性文件
- 关键要素
  - 价值概念设计
  - 关键价值点
  - 产品参与方建模
  - 功能性需求
    - 用户使用流程图
    - 原型图
    - UI设计图
    - 数据逻辑图
    - 关键交互
  - 非功能需求
    - 财务需求
    - 客服需求和影响
    - 6.3 结算需求和影响
    - 6.4 商业数据分析需求
    - 6.5 整合需求
    - 6.6 操作需求
    - 6.7 法务需求
    - 6.8 安全需求和影响
    - 6.9 性能需求
    - 6.10 其他需求和影响
  - 产品风险
    - 政策风险
    - 7.2 合规风险
    - 7.3 架构评估
    - 7.4 安全风险
    - 7.5 欺诈信息风险
    - 7.6 商务谈判的风险
    - 7.7 外部合作的风险
    - 7.8 网上数据传输风险
    - 7.9 不当使用风险
    - 7.10 其他风险
  - 上线计划
    - demo内测
    - 内部发布
    - 对外发布沟通
  - 产品评测
    - 页面UI、交互评价
    - 产品盲评打分