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产品经理那些事儿

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史上最全、干货最多、百读不厌的产品经理实战经验!
北京北大方正电子有限公司董事长、总裁杨斌作序推荐!
详细讲述产品经理成长历程,精心总结产品经理历练之道!

Content Description

《产品经理那些事儿》以产品经理的从业故事为线索,从实践的角度介绍了软件行业产品经理工作的内容、方法和技巧。《产品经理那些事儿》通过生动的案例分析,从实际出发,讲述了产品经理需要具备的理论知识,如4P理论、4C理论、SMART原则、波士顿矩阵、安索夫矩阵、SWOT分析等,介绍了产品工作中的技能和技巧,描述了产品经理需要培养的能力,如战略规划、定义产品、营销方案等。
《产品经理那些事儿》适合众多IT企业中的产品经理或对产品经理工作怀有热情的人士阅读,也能够对研发从业人员、销售从业人员、市场从业人员从产品角度理解工作产生帮助。 本书也适合作为产品经理培训的参考书。
Author Description

林江发,北京大学力学硕士,曾任北京北大方正电子有限公司软件工程师、产品经理、高级产品经理、业务拓展总监,美国Adobe公司北京办事处高级应用工程师,北京北大方正电子有限公司研发中心产品总监,现自主创业。曾主导Adobe CS2 在中国的产品推广工作,愿意把自己多年的实践经验与大家共享。

宛楠,北京邮电大学软件工程硕士。2003年进入出版传媒行业,从事数字出版工作至今。曾任科学出版社编辑、北京北大方正有限公司产品经理、人民军医电子出版社技术支持中心副主任,曾是国家数字复合出版系统工程总体组成员、国家医学电子书包项目组成员,负责过多个国家级大型数字出版项目的产品规划、业务架构、功能设计等工作。逻辑思维严谨,善于进行业务分析和规划整体解决方案。追求完美,热爱生活。
Comments

★“这本书积累了作者本人在国企和外企的工作经历中的所思所得,为希望成为优秀产品经理的同学指明了道路。书中既有产品经理的理论体系,也有数年积累的实战经验,更有对职场的感悟,文中关于旅游和人文方面的思考,也让我们更好地反省自身,时有会心一笑的默契。”
——Allen Zhang ,Corel公司中国区Country Manager

★“我们身处的是一个最好的时代,也是最糟糕的时代。这个时代的完美和糟糕,全都源于它的快速发展和不断变化。科学技术、生产工艺、媒体环境、社会阶层、消费者心理、市场结构、营销模式、管理制度……这个一切都在巨变的时代,给产品创新提供了无穷的可能和源源不断的动力。翻开本书,了解一下产品经理那些事儿。学习产品意识,掌握产品定位和设计方法,培养反复锤炼产品的精神,你的职业和人生都将受益无穷!”
——骆永华,和君咨询集团合伙人

★“产品经理是一个产品的灵魂,作为从事产品工作多年的产品老人,本书吸引我的是主人公在做产品经理时不同阶段的不同认识,从产品人对销售的支持、产品资料的撰写、需求调研的思路和方法、专家组的建设、营销计划的把握,以及对应的产品管理方面的思考,书中的一些表格和文档都可以直接拿来使用,这本书是产品人的福音。”
——张冉,北大方正电子有限公司服务产品部总经理

★“的确,人生就是一场精神的修行。PM修行得如何,决定着产品乃至整个公司的发展方向。从职责到创新到追求,十年磨一剑,作者采用通俗易懂的文字语言把自己多年的宝贵经验呈现出来。读后,菜鸟从中受益匪浅,老鸟亦能产生共鸣。”
——郭彬,中启创集团产品总监

Catalogue

第一部分产品经理的基本功--售前支持和产品资料
1从程序员到产品经理
2什么是产品经理--产品部的第一次会议
3产品经理的基本功--产品文案的撰写
4产品经理的跨职能角色--产品部的第二次会议
5产品经理的演讲能力--金明的培训笔记一
PPT的准备
演讲的技巧
6产品经理的理论体系--金明的培训笔记二
产品生命周期
4P理论
4C理论
7产品经理的推力--销售支持
8销售管理--产品部的第三次会议
9产品包装盒的学问
10产品经理需要了解的广告知识


第二部分产品经理的必备技能--产品研发和市场调研
11研发管理--与研发部的会议
12关于产品定位
13展览会上的产品发布
14产品经理需要知道的工作方法--金明的培训笔记三
产品经理的工作习惯--七个好习惯
制定产品目标--SMART原则
产品过程中的执行方法--PDCA与5W3H
产品规划方法--波士顿矩阵与安索夫矩阵
产品分析基本功--SWOT分析
15产品销售培训
16产品经理的职业发展
17不同组织架构和商业模式下的产品经理
产品经理在不同商业模式公司里的职责要求
不同组织架构下产品经理的工作方式
18战略规划与务虚能力
19市场细分与需求调研
市场调研避免闭门造车
客户不能帮我们设计产品
市场细分是需求调研的前提
需求调研方法
20产品立项前的准备
调查问卷的设计
关于产品开发进度
21重新认识产品经理
重新定义产品形态
重新了解产品经理

第三部分产品经理的成功之路--营销和创新
22产品发布会
产品发布前的内部培训
发布会前的策划
NDA也是一种策略
Program驱动的市场营销
从媒体发布会到产品发布会
23借力--四两拨千斤
24再次认识产品管理
25关于商业模式
26关于团队合作
27产品总监那些事儿
组建产品团队
商业流程的梳理
WhyBuyFromMe
从项目中提炼产品
产品定价
28关于创新
商业模式的创新
产品营销计划
关于营销效果评估

第四部分产品经理的卓越追求--追随内心方向
29追随内心的勇气
30探索自由之路
第五部分一些有用的文档
附录A产品研发过程中的文档模板
市场分析报告模板
立项申请书模板
附录B技术规划文档模板
附录C市场营销实例
展会策划执行方案
借力社会营销的经典案例
附录D产品经理的情商培养

Introduction

我是非常欣赏80后、90后的。两年前曾带过一个产品团队,一水儿的80后,他们渴望学习的精神和为人处世的老道令人非常欣赏。2013年,我参加了几次产品经理QQ群的聚会后,更加欣赏80后、90后了。他们获取信息和成长的方式完全是一种基于兴趣的社交活动,是为了分享和学习,而非追名逐利。大家聚在一起,碰出一个“火花”,就有人回去查找资料,有人回去做原型,有人编码,最后一起探讨怎么推广、运营。在这个过程中,每个人都有很大收获,这是一种基于兴趣和爱好的社交化学习方式,是互联网时代精神的一种具体表现。
现在选择产品经理作为职业的年轻人越来越多了,在产品经理QQ群里聊天的时候,经常有新入行的产品经理提一些问题,我看见了就会回答一些。他们反馈的实践效果,让我感到非常开心。在讨论产品的问题之余,也经常有人问我:有什么产品经理方面的书可以学习?这个问题让我很难回答。我也曾经看过一些产品经理写的做产品的理论和心得,看完后总觉得他们大多把产品经理定位在需求分析方面,而忽视了产品工作中更重要的方面,知识方面不够体系化,技能方面又跟实战差距比较大,对于产品经理的职业发展指导和借鉴意义不大。于是,想自己动手写一本能真正给产品经理帮助的书的想法就愈加强烈了。
产品经理的发展之路不是一成不变的,因为每个人的性格不同,产品的发展历程不同,公司的商业模式不同,产品经理的发展之路也是不同的,很多人也看过一些产品方面的书,知道很多理论,但很难把这些东西变成自己的。于是我把自己运作产品的心得体会和职场感悟剪辑成片段,采用叙事的方式把这些片段揉进一个产品经理到产品总监再到自主创业的过程中,慢慢地把理论、心得和方法告诉读者。表面看来是与其他书类似的理论体系和一些有意义的实践过程,但内在的逻辑关系和思考问题的方法与思路,却是将理论里的那些“经文”磨成细粉变成属于自已的实践经验的过程,这个过程才是最宝贵的财富。
每个产品经理都会有一些情怀,锤子科技的罗永浩就有一种“工匠”的情怀,小米手机的雷军的情怀是“青春,我们无畏前行”。而我的情怀就是能让初涉职场的人明白产品商业运作的整个过程,能对从事产品工作3年左右的人有实实在在的帮助,能让职场高手看后回想起自己成长的过程。所以我仔细设定了本书的人物与角色,力图完美。我在编写过程中也逐渐感觉到“工匠”和“青春无畏前行”的情怀融入到了血液里,希望读者能细心感悟和体会,并有所收获。
本书讲的是产品经理成长的过程。人生是一场精神的修行,创作过程也是一样,要不断提高自我精神修养。希望本书的每一部分都能给读者以指导,缩短从职场菜鸟到高手的成长期,那么我写这本书的目的也就达到了。
至于这本书究竟是小说,还是教科书,或是职业发展介绍,都不重要,重要的是我尽力做到了自己能做到的极致,这本书就是我的产品,我的产品经理成长之道。
林江发
2013年4月10日

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