Product operation is a triangular relationship cycle between "product-market-user"

First, the relationship between products, markets and users.

After reading the product operation chapter of Creating Penguin, my understanding of product operation has been strengthened. In the past, the understanding of product operation stayed in the combination of several modules, including content operation, activity operation, user operation and a series of data-driven operations in this process. So in my daily work, I always deliberately think about which part a job belongs to in the practice process, and feel that there are some things that need to be operated in the product that are not included in several categories. In fact, it doesn't make much sense, but it can be seen that I don't fully understand the significance of product operation.

The book summarizes the product operation work into two relationships, the relationship between products and users and the relationship between products and markets. Change the previous work content division into the processing object division. For new operators, the combination of these two methods is more conducive to understanding the concept of product operation. By using the division of processing objects, we can clearly understand the object-oriented nature of specific work, and it is convenient to set the starting point in the actual process and discuss with * * * in the process. The division of specific work content enables us to put aside the object orientation, consider the same type of work of both sides as a whole, and think from the overall situation to ensure the consistency of work objectives.

Secondly, products and markets.

I have never really understood the concept that product operation is divided into four parts, because my work has undertaken four modules in product operation, including content and activities, as well as thinking about user operation and data analysis. Looking at my work with the definition of dealing with the two relations of products, it will be much smoother and my job responsibilities will be more clear: dealing with the relationship between products and markets.

Why should we handle the relationship between products and markets? Because the value of products needs to rely on the market to convey to users and people around them, users' use feelings also need to rely on the market to express, and form a word of mouth and pass it on to more people. Therefore, the market is the place where product value is transmitted and displayed, and it is also the gathering place for user feedback. At the same time, the market is an indispensable bridge between products and users. Because it is difficult for products to directly transmit value or be directly accepted by users, it is necessary to realize direct service and management of users through the path of "product-market-user", that is, to communicate directly with "product-user".

To sum up, the market uses various means of product operation to finally realize a faster and shorter path from products to users.

Third, products and users.

The relationship between products and users is self-evident, and the propaganda slogans of "customers are God" and "all for users" are familiar to everyone. So do all the views of users need to be obeyed? Is it good to have users' opinions? This is just for everyone to think about, and the answer can be different.

The market has brought users to the products. On the one hand, it needs to treat the attracted users seriously, cultivate them for a long time, and turn them into loyal customers in time. On the other hand, it needs to use the role of the market to guide and encourage existing users to spread word of mouth, so that high-quality users can return to the market, publicize the value of products, and attract new customers in the opposite direction. The reverse marketing of users' word-of-mouth is sometimes more effective than marketing market-oriented products with various publicity methods.

User management is not only user operation, but also the use of various means, contents and activities of product operation, the use of existing users for reverse marketing promotion, return to the market and attract more high-quality users. This is word of mouth marketing. Word-of-mouth marketing needs not only the feedback management of users, but also the precipitation and transformation of existing users by using content, activities and timely response, and also the encouragement, promotion and guidance of users. At the same time, when responding to users' feedback, products should also respond to users' feedback information in the market in time, do data analysis in time, and update products effectively.

To sum up, dealing with the relationship between products and users is not just a user operation problem in product operation, but all product operation matters including content, activities, users and data.

I just briefly described the relationship between product, market and operation, but I haven't done the actual work of product operation yet, and I will further increase and improve it in the future. At the same time, it should be noted that many of the above ideas are my personal ideas, which are not necessarily correct, and are still in the process of continuous exploration and optimization. Welcome everyone to clap bricks.

Xiao Fangfang's fabrication

20 17-2- 12