In the industry, we often hear the analogy that the product manager is responsible for "giving birth" to the product, while the operation is responsible for "raising the child". It can be seen that the operation of a product is of great significance, which directly determines whether the product can have its own market space, and whether it is accepted and loved by users. The product manager as a whole product coordination, can be said to understand the product, in the product design stage must consider all aspects of product development in the future, and for this aspect of the product operation, the product manager must also pay attention to and give advice. In the Internet product manager position crawling and fighting, product operations also have some personal thinking and summarize, share with you here, throw a brick to attract jade, hope to bring you some thinking and help.

First, the initial "operation"

1. The concept of operation

In fact, there is no one sentence can be a complete summary of what is the operation, now the Internet company set up product operation post, new media operation post operation, traditional enterprise activity planning operation, sales operation, customer service can be said to be part of the scope of the operation, which can be seen that the operation is a wide range of an occupation, and also why it can not be a complete summary of the operation, and why it can not be a complete summary of the product operation post.

Product operations in general will involve three aspects:

1) the product itself. What is the essence of the product at the beginning of the birth of the product, what are the corresponding target users, what are the user pain points, these parts are to cooperate with the product manager to complete;

2) users. For Internet products, marketing is largely reflected in the size of the traffic, and the operation is to enhance the product's user base through various possible ways to expand user traffic and improve user loyalty. Efforts to retain users.

3) Channel. Operation will try to do everything possible to achieve the operational goals, this period is bound to use a lot of channel resources, such as advertising, taking the opportunity to create momentum, and shopping malls to cooperate with the rebate and so on.

So to summarize:

1. The essence of operation

Operation is based on the product itself is the construction of the content, is the operation and management of the product, the use of a variety of channels to do the promotion of the user's maintenance, so as to better capture the content of the product and the target user.

2. the goal of operation

The ultimate goal of operation is of course to increase revenue for the enterprise. The essence of operation is business, the most important factor for the product is the user. The first is to expand the base of the user group, but the base is large but inactive "zombie powder" is not the orientation of the enterprise, to improve user activity and participation in seeking a more appropriate profit model to increase corporate income is the goal of the enterprise.

3. The core task of operation

The core task of operation is to attract users, retain users, increase traffic. On the one hand, the skillful use of operational means, from the surface to attract users; on the other hand, through the quality of the product content from the depth of the user retention, to establish user loyalty.

Second, the classification of operation

1. user operation

The core of user operation is positioned in the user. Simply put, it is "open source", "cut costs", "maintain", "stimulate".

"Open source" refers to the process of pulling in new users after the product is launched. This requires operators to know what the core needs of the target users are, and what are some of the pain points that the product can solve? Accordingly, the development of new strategies, with what kind of words and language skills, at what time, with what kind of channels to contact the user, so that the user to become a product following the "fans".

"Throttling" refers to maintaining user stickiness, preventing user loss and recovering from loss. Operators need to summarize the experience from the loss of users, with the help of big data analysis, timely detection of potential loss of users, timely user loss warning, so as to avoid the occurrence of user loss; for the loss of users, in the Internet, this resource-rich environment, the user can quickly find alternative products, the law of 7 seconds in the Internet products is particularly obvious, so let the user

"Stimulate" is to stimulate users to participate in the enthusiasm and conversion to the direction of payment. Common means to seize the increasingly diversified consumer demand for users to launch new, very tempting activities to seize the user's pain points, to attract users to consume, the most typical double eleven shopping festival to take advantage of the consumer's psychology of cheap, the night to get billions of dollars in revenue.

2. content operation

Content operation is to find the areas of interest to the user, the production of corresponding content to push. Here we only talk about the new media piece. New media operation is a large part of Internet operation, all forms of media different from traditional media can be categorized as new media. In the product cycle, new media is not only to undertake the content operation part, in the activities, users, promotion, marketing and other aspects will be involved. The reason why we talk about new media in the content operation is that many people have a generalized understanding of new media as double microblogging and content pushing, but in fact, this is not entirely the case, and content production is only an important function in the field of new media.

From the point of view of the new media content itself, with product thinking to assume that the content is a "product", content output before to determine the content of the target consumers, content makers, how to present the content to build a relatively complete set of "product system "

New media is a new way of doing things, and it's a new way of doing things, so it's a new way of doing things.

The content of the new media operation editorial output, will be promoted with the help of a variety of channels, which must be used is the double micro, today's headlines as the representative of the flow of the first echelon of the channel, and according to the industry extends the segmentation of the channel, such as science and technology media, self-media, mass media, and so on, will become the location of the content placement.

Like online marketing, online activities, etc. can be new media as a medium, such as the Durex text publicity, "mixed son said" cartoon, etc. are using new media to expand the influence of its brand. With the small program is gradually hot, WeChat was given more operable functions, the application of new media will be more diverse.

3. Activity operation

Activity operation, as the name suggests, is the operation of an activity. The event operations team thinks about when, how, and what kind of event to do every day. This includes writing the event planning copy, designing the event process, formulating the rules, estimating the costs, etc. A large-scale activities of the event planning program content is meticulous and complex, involving a variety of details, the event planning program to determine the coordination of online and offline resources, reasonable arrangement of time, manpower and material resources and other things. After the hardware is properly arranged, the activity operation team's next focus is to supervise the activities of the whole, whether the product is successfully online, the activities of the process is smooth and so on, the activities of the end of the event should be written in a timely manner to summarize the activities of the experience, to make up for the strengths and weaknesses of the next event planning quality to lay the foundation for the further.

Third, the sense of operation

1. cost - output

Simply put is the cost-effective, the operation to pursue cost-effective, that is, low input and high output, rather than the pursuit of the appearance of a high output and ignoring the cost of low input.

2. Focus - segmentation

This part of the focus is user operation. In the pursuit of a larger volume of users at the same time, it is more important to focus on the understanding of the user to focus and segmentation, according to the different attributes of the product to gradually positioning, to distinguish between user groups, so that a better targeted launch of the operation strategy. At the same time in the target user to find the most valuable part of the KOL, according to the study of this part of the user, can be done for the product manager to optimize the product iteration to provide a key reference, but also can be used in this part of the user's head of the leadership role to carry out some operational activities.

3. Efficiency-volume

To look at efficiency, we need to introduce a concept: AURP value, i.e., the revenue of a single user. If the total number of users is increasing, but the AURP value does not have much growth, it means that the operational efficiency of the product has not been improved, but only rely on the total number of product sales to pull the revenue. The operation, on the one hand, to improve the AURP value, on the other hand, to improve the user volume, in the flow and efficiency to achieve synchronized improvement.

4. Pavement - rhythm

The product life cycle is a certain law and rhythm: for the product development period, the introduction of the period, the growth period, the stabilization period, the decline of different stages in the operation of the need to do the rhythm of control. For a product operation, at the beginning to create an easy for users to receive and willing to participate in the atmosphere, we need to do the preliminary padding, rather than unprepared to carry a gun on the battlefield, especially for a new product in the early stages of the introduction of new products, we must do a good job of the preliminary padding, so that users understand the product. According to the different stages of the product life cycle, targeted product operation planning. For example, in the introduction of the product, the introduction of thin profits or even negative profits to attract customers to use the product to expand the number of users of the activities, to broaden the scope of the market. For products in the growth period in the increase in the number of users at the same time, but also to take into account the stabilization of existing customers and find ways to attract more potential customers to use the product, and more, such as the market often full price reduction, coupons, and so on, is for the purpose of the above activities.

Now the Internet industry, only a wider range, and strive to all-round, in order to have a good development. Everyone fighting in the new era of the Internet, let's work together to move forward!