Internet product manager, the word popular for several years, Sharon, product manager from 86PM.COM statistical point of view, more than 3,000 active members, 70% of the Internet product manager, but some Internet product manager for their own position has become increasingly blurred, both of which corporate responsibility, but also lost its own product manager, today we talk about the positioning of the Internet product manager, responsibilities, skills, and for reference only.
1 What is the Internet product manager?
IPM (Internet Product Manager), Internet product manager is a function of the Internet companies, is responsible for product planning and promotion of the Internet, and Internet product life cycle evolution. Depending on the product is responsible for Internet users to commercial products or products can be divided into Internet users and Internet business product manager product manager. User product manager of Internet users are most concerned about is the product of the user experience, business product manager for Internet business is most concerned about the flow of liquidity products.
Internet Product Manager at the core of the Internet's position, need to be very strong communication skills, coordination, market insight and commercial sensitivity. Not only to understand the consumer, understand the market, but also sorted out a variety of different styles of teams, such as the development team and sales team with the tacit understanding. The most famous Internet product manager of Yu Jun, such as Baidu, Tencent's Ma and other. Can be said that Internet product manager determines the success or failure of an Internet company.
Internet Product Manager As the industry's different job responsibilities may vary. However, the basic core content includes the following aspects:
1) is responsible for the site of the proposed program and operational needs of the feasibility of proposed strategies;
2) responsible for the content of the site planning, advertising development, management and program operations management;
3) Statistics for the data and user feedback, analysis of user needs, behaviors, collect web operations and web site to buy products produced by functional requirements, comprehensive opinions and suggestions of various departments, co-ordination arrangements, discuss, modify, develop a feasibility plan ;
4) and the technical department, editorial department and other departments closely to ensure product quality to achieve progress and to coordinate relevant departments website development and routine maintenance;
5) with the Marketing Department, Customer Service Department related to business cooperation, tracking competitors;
6) to grasp the Internet market trends, competitive strategy and product development plans.
Internet Product Manager role - market research
Market research is to study the market to understand customer needs, competitive conditions and market forces (market forces), with the ultimate goal is to find innovative or improved products of potential opportunities. By the following ways to conduct market research: communication with users and potential users, and customer-facing front-line colleagues such as sales, customer service, technical support and other exchanges, market analysis and research articles, try competing products, careful observation of user behavior , market research will ultimately lead to business opportunities, product strategy and business requirements document (BRD), detailing how to use the potential opportunities.
Internet Product Manager role - product definition and design
a) product is defined to determine the product needs to be done. Usually Product Requirements Document (PRD) to be described, PRD may include the following information:
Product vision, target market, competitive analysis, product features a detailed description of the priority of product features, product use cases (UseCase), system requirements, performance requirements, such as sales and support needs
b) design is to determine the product's appearance, including user interface design (UI, User Interface) and user interaction design (User Interaction), contains all of the user experience part. In large companies, PM usually interactive designer and UI designer or with the completion of product design, but in small companies or start-up companies, product managers may need the whole package of these work.
This is a product manager in the most valuable part of the work, if the product manager's job does not include this part, it will almost certainly drop, said it was not the product manager's job.
Internet Product Manager responsibilities - project management
Project management is led by staff from different teams (including engineers, QA, UI designers, marketing, sales, customer service, etc.) developed and released on time and within budget products.
Internet Product Manager duties - which may include the following work:
Ensure that the allocation of resources, project planning, tracking project progress according to plan, identify the critical path, if necessary, seek additional input, project progress reports to the competent leadership position; in large companies, usually the project manager to handle most of the project management , product manager, just to provide support. But in the start-up companies, product managers often need their own project management. In some companies, technical director may also be used as project manager, handling the majority of project management issues.
Internet Product Manager Responsibilities - Product promotion mediated
Include internal colleagues as bosses, sales, marketing, customer service and other communication products, benefits, capabilities and target market, and may also include to the outside world, such as media, industry analysts and users to declare referral products.
Large companies usually have a product manager product marketing, marketing and media relations (PR) team to help the promotion of foreign products referred. This is in addition to product definition and design, the product manager for the second highest value in terms of work, especially in the boss, colleagues declared mediated market product and when they are excited.
Internet Product Manager role - market
Mainly external information dissemination - to tell the outside world about the product. Typically include the production of the product data sheets, brochures, websites, Flash presentations, media and special event presentations. In large companies, products, markets do not normally responsible for the PM, these companies have a special product marketing manager to take care of this work. Of course, the biggest drawback is that this division of labor led to less efficient communication, and will weaken the external communication. In some companies, "product management" and "market" is considered synonymous, both by a person to play the role. In the product management team and that the product marketing team separate from the company, which will take care of this section referred to job duties, and they may also bear "market research", "Product Introduction Vision" and "product life cycle "Management part of the work.
Product Lifecycle Management
Conceptualized as the experience of those products -> Publish -> Mature -> out of the market throughout the product life cycle management activities.
The work includes: product positioning, product pricing and promotion, product line management, competitive strategy, the establishment or acquisition partners, identify and establish cooperative relations, product managers and product marketing, BD and marketing communications with colleagues to complete the work.
(2) Product Manager of Internet skills
According to Internet companies in different situations and business, Internet product manager for the work are not the same, partial product design, engineering or partial partial market operations. No matter what kind of in the above situation, the present, most Internet companies, Internet product manager for the overall quality is relatively high, the basic part of the compound talents, then the Internet product manager exactly what is required skills?
NO.1 communication skills
Excellent Internet product manager is the most common features in their work with good oral and written communication skills. In many companies, product manager plays a pivotal role in communication, cross-sectoral, cross-team communication is very large, which requires a product manager role in effective communication between the different capabilities, specifically, the different personality types with the ability to communicate , to communicate with the different roles when talking about different "language", for effective communication, it is important that you use the target audience of "language."
NO.2 overall planning and coordination
Given the work, Internet Product Manager required with the marketing, sales, product, technology, and more teamwork, and strive with all resources, integrated management capability is PM integration of all resources, the skills essential to a smooth start.
NO.3 unauthorized leadership
In most Internet companies, product managers are expected to play in all fields "leadership role", including leading the project team, product planning and roadmap, inter-departmental communication. However, product manager in the administration do not necessarily have all the departments directly under the management authority, in this case how to lead others? The answer is to use the combined influence, negotiation, networking and other similar techniques.
NO.4 ability
Internet companies, although no longer serve as product manager for the role of a specific technology, but at least it should be good communication and technical staff to express their own ideas, objectives, assess their work, is to have the basic technical skills, programming to understand, to understand art, SEO is more to understand, and hand surgeon at a crucial moment.
NO.5 learning
Internet market is changing rapidly, new technology is always going up, "differentiated products" faster and faster production rate, which requires the product manager must be good at something they are not good, with the ability to learn quickly.
NO.6 commercial sensitivity
Product managers need to have a good basic understanding of business principles, learn how to identify market opportunities, competitive differentiation of the importance of creating a successful product strategy, pricing, promotion, collaboration, analysis, statement, etc., on the very field of business strategy good interpretation, and need to be reflected in the product.
NO.7 attention to detail
Internet Product Manager attention to detail is not limited to product performance, the competitive analysis, project planning and is responsible for almost every major activities to be reflected. This detail is reflected in the PM's report, plan, task planning book. Content, to the extent possible presentation to the implementation details, performance, as the embodiment of UI design details, imagine that a company can not be pleasant to read the report, product manager, how to make a good user experience on?
NO.8 daily product management capabilities
Including the preparation of market analysis and demand analysis, analysis of the implementation of competing products, create product line, product performance and statement of interest, define user interface, which is available after more than seven skills, product manager for acquiring a basic ability to used to complete daily tasks.
Basically covers over the existing Internet product manager responsibilities and skills, in line with the current status of the Internet culture, product manager, product manager of the development trend of more and more obvious manifestations as the "project manager + operations manager" function change, you can think about is not the case children do?
1 What is the Internet product manager?
IPM (Internet Product Manager), Internet product manager is a function of the Internet companies, is responsible for product planning and promotion of the Internet, and Internet product life cycle evolution. Depending on the product is responsible for Internet users to commercial products or products can be divided into Internet users and Internet business product manager product manager. User product manager of Internet users are most concerned about is the product of the user experience, business product manager for Internet business is most concerned about the flow of liquidity products.
Internet Product Manager at the core of the Internet's position, need to be very strong communication skills, coordination, market insight and commercial sensitivity. Not only to understand the consumer, understand the market, but also sorted out a variety of different styles of teams, such as the development team and sales team with the tacit understanding. The most famous Internet product manager of Yu Jun, such as Baidu, Tencent's Ma and other. Can be said that Internet product manager determines the success or failure of an Internet company.
Internet Product Manager As the industry's different job responsibilities may vary. However, the basic core content includes the following aspects:
1) is responsible for the site of the proposed program and operational needs of the feasibility of proposed strategies;
2) responsible for the content of the site planning, advertising development, management and program operations management;
3) Statistics for the data and user feedback, analysis of user needs, behaviors, collect web operations and web site to buy products produced by functional requirements, comprehensive opinions and suggestions of various departments, co-ordination arrangements, discuss, modify, develop a feasibility plan ;
4) and the technical department, editorial department and other departments closely to ensure product quality to achieve progress and to coordinate relevant departments website development and routine maintenance;
5) with the Marketing Department, Customer Service Department related to business cooperation, tracking competitors;
6) to grasp the Internet market trends, competitive strategy and product development plans.
Internet Product Manager role - market research
Market research is to study the market to understand customer needs, competitive conditions and market forces (market forces), with the ultimate goal is to find innovative or improved products of potential opportunities. By the following ways to conduct market research: communication with users and potential users, and customer-facing front-line colleagues such as sales, customer service, technical support and other exchanges, market analysis and research articles, try competing products, careful observation of user behavior , market research will ultimately lead to business opportunities, product strategy and business requirements document (BRD), detailing how to use the potential opportunities.
Internet Product Manager role - product definition and design
a) product is defined to determine the product needs to be done. Usually Product Requirements Document (PRD) to be described, PRD may include the following information:
Product vision, target market, competitive analysis, product features a detailed description of the priority of product features, product use cases (UseCase), system requirements, performance requirements, such as sales and support needs
b) design is to determine the product's appearance, including user interface design (UI, User Interface) and user interaction design (User Interaction), contains all of the user experience part. In large companies, PM usually interactive designer and UI designer or with the completion of product design, but in small companies or start-up companies, product managers may need the whole package of these work.
This is a product manager in the most valuable part of the work, if the product manager's job does not include this part, it will almost certainly drop, said it was not the product manager's job.
Internet Product Manager responsibilities - project management
Project management is led by staff from different teams (including engineers, QA, UI designers, marketing, sales, customer service, etc.) developed and released on time and within budget products.
Internet Product Manager duties - which may include the following work:
Ensure that the allocation of resources, project planning, tracking project progress according to plan, identify the critical path, if necessary, seek additional input, project progress reports to the competent leadership position; in large companies, usually the project manager to handle most of the project management , product manager, just to provide support. But in the start-up companies, product managers often need their own project management. In some companies, technical director may also be used as project manager, handling the majority of project management issues.
Internet Product Manager Responsibilities - Product promotion mediated
Include internal colleagues as bosses, sales, marketing, customer service and other communication products, benefits, capabilities and target market, and may also include to the outside world, such as media, industry analysts and users to declare referral products.
Large companies usually have a product manager product marketing, marketing and media relations (PR) team to help the promotion of foreign products referred. This is in addition to product definition and design, the product manager for the second highest value in terms of work, especially in the boss, colleagues declared mediated market product and when they are excited.
Internet Product Manager role - market
Mainly external information dissemination - to tell the outside world about the product. Typically include the production of the product data sheets, brochures, websites, Flash presentations, media and special event presentations. In large companies, products, markets do not normally responsible for the PM, these companies have a special product marketing manager to take care of this work. Of course, the biggest drawback is that this division of labor led to less efficient communication, and will weaken the external communication. In some companies, "product management" and "market" is considered synonymous, both by a person to play the role. In the product management team and that the product marketing team separate from the company, which will take care of this section referred to job duties, and they may also bear "market research", "Product Introduction Vision" and "product life cycle "Management part of the work.
Product Lifecycle Management
Conceptualized as the experience of those products -> Publish -> Mature -> out of the market throughout the product life cycle management activities.
The work includes: product positioning, product pricing and promotion, product line management, competitive strategy, the establishment or acquisition partners, identify and establish cooperative relations, product managers and product marketing, BD and marketing communications with colleagues to complete the work.
(2) Product Manager of Internet skills
According to Internet companies in different situations and business, Internet product manager for the work are not the same, partial product design, engineering or partial partial market operations. No matter what kind of in the above situation, the present, most Internet companies, Internet product manager for the overall quality is relatively high, the basic part of the compound talents, then the Internet product manager exactly what is required skills?
NO.1 communication skills
Excellent Internet product manager is the most common features in their work with good oral and written communication skills. In many companies, product manager plays a pivotal role in communication, cross-sectoral, cross-team communication is very large, which requires a product manager role in effective communication between the different capabilities, specifically, the different personality types with the ability to communicate , to communicate with the different roles when talking about different "language", for effective communication, it is important that you use the target audience of "language."
NO.2 overall planning and coordination
Given the work, Internet Product Manager required with the marketing, sales, product, technology, and more teamwork, and strive with all resources, integrated management capability is PM integration of all resources, the skills essential to a smooth start.
NO.3 unauthorized leadership
In most Internet companies, product managers are expected to play in all fields "leadership role", including leading the project team, product planning and roadmap, inter-departmental communication. However, product manager in the administration do not necessarily have all the departments directly under the management authority, in this case how to lead others? The answer is to use the combined influence, negotiation, networking and other similar techniques.
NO.4 ability
Internet companies, although no longer serve as product manager for the role of a specific technology, but at least it should be good communication and technical staff to express their own ideas, objectives, assess their work, is to have the basic technical skills, programming to understand, to understand art, SEO is more to understand, and hand surgeon at a crucial moment.
NO.5 learning
Internet market is changing rapidly, new technology is always going up, "differentiated products" faster and faster production rate, which requires the product manager must be good at something they are not good, with the ability to learn quickly.
NO.6 commercial sensitivity
Product managers need to have a good basic understanding of business principles, learn how to identify market opportunities, competitive differentiation of the importance of creating a successful product strategy, pricing, promotion, collaboration, analysis, statement, etc., on the very field of business strategy good interpretation, and need to be reflected in the product.
NO.7 attention to detail
Internet Product Manager attention to detail is not limited to product performance, the competitive analysis, project planning and is responsible for almost every major activities to be reflected. This detail is reflected in the PM's report, plan, task planning book. Content, to the extent possible presentation to the implementation details, performance, as the embodiment of UI design details, imagine that a company can not be pleasant to read the report, product manager, how to make a good user experience on?
NO.8 daily product management capabilities
Including the preparation of market analysis and demand analysis, analysis of the implementation of competing products, create product line, product performance and statement of interest, define user interface, which is available after more than seven skills, product manager for acquiring a basic ability to used to complete daily tasks.
Basically covers over the existing Internet product manager responsibilities and skills, in line with the current status of the Internet culture, product manager, product manager of the development trend of more and more obvious manifestations as the "project manager + operations manager" function change, you can think about is not the case children do?
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