Question 1: What is product operation and who are the users? Do users have any suggestions for product improvement? What is the next product direction? What channels can maintain benign communication with users? How much is the most popular and practical product? Is it personal sales or authorized sales (or online time, such as online games)? Can you complete the revenue plan of the product line by the end of the year, and so on. . . More accurately, product operation should be the work of establishing and effectively managing the relationship between products and market, users, user feedback, sales, customer service and product line income. Similar to the traditional production and operation, it is a process of pressing the gourd to float the ladle. Ensure that these gourds or scoops work normally under water, and finally produce them on schedule. But this kind of management may depend on various management tools, such as CRM, economic division, market monitoring and so on. If I have to classify this job, I think it can be divided into six categories: 1. Marketing: including product positioning and related copywriting (marketization, not product design), marketing communication (some people think these two are the same thing) and sales speech. This part is mainly related to marketing, and it is also the basis of operation, because first of all, your way of thinking is market-oriented, and you can communicate with customers. 2. Operation management: it mainly interacts with sales, customer service, product design and other links, and influences customer service, product design and sales by understanding the needs and development trends of the market and users, with the goal of improving the market share and customer satisfaction of products and ensuring the synchronization between product planning and the market; 3. Resource acquisition: To put it bluntly, it is to acquire relevant resources to ensure the normal operation or long-term operation of all links in the product line. This piece can tell a lot about a person's personality. If there is no good colleague relationship, there may be losses in obtaining resources in the company; If you don't have a good network of contacts, you may not get a good performance. The first is the foundation, which is the most important part of being qualified for this position; Second, the requirements for junior managers (department managers); If the third one does it, I think it should be the director at least. Finally, product operation should have a professional background: marketing and product marketing must be possessed, followed by some experience in product design, preferably technical background, of course, this is not mandatory; Secondly, to understand the data, it is best to conduct business analysis by yourself. This activity is often seen by leaders before making a decision, so it is best to have good data analysis and market analysis skills. This piece may have some conflicts with people in the market, and it is definitely a master; The third is finance and communication. The first two tasks are basically workload issues, as long as you have relevant experience. But with financial experience, you can make the most quantitative evaluation of this product or project, and also let the boss know the product status most simply. Communication is soft. The higher this ability, the more things you can get. It is also said that workplace communication is omnipotent and a way to obtain resources and give instructions.

Question 2: What is the daily work of product operation? Product operation must be related to the product and operate your user base at the same time.

1, product optimization: deeply experience your product, find bugs, and find user experience details that can be optimized; Go to see competing products and learn from each other's strengths; Looking at user feedback, they are all spitting; Then demand, promote online optimization of products, design and research and development, and track whether the data is healthy;

2, user operation: understand what your users are thinking, solve their problems in time and give feedback, and at the same time find ways to improve user activity, such as doing activities, Barabara;

3. Data analysis: The first two blocks are related to data. Why should they be separated? Because the operation generally has KPI, the assessment depends on the data, so you should be responsible for all kinds of data, such as the number of users (registered, downloaded, active), income (ROI, ARPU), quality indicators (conversion rate, retention rate) and so on.

Each enterprise also has its own definition of job responsibilities, and the specific situation is analyzed. Best wishes. .

Question 3: What does the operation mainly do? 10 points 1. What is the operation?

Broadly speaking, all manual interventions around website products are called operations. So to some extent, I think Internet products companies only have three business departments: products, technology and operation. The concept of product operation is = operation, but maybe your company or product is product-oriented, supplemented by operation, so there is no need to tear down many people to operate at this time, so it is collectively called product operation.

In detail, I divide the operation into market operation, user operation, content operation, community operation and commercial operation.

Market operation: a series of interventions such as publicity, exposure, marketing, etc. are carried out by means of marketing. It is common in products that need to spend money to a certain extent, but spending money is not the same as market behavior, including both market behavior without spending money and other operating means of spending money. This is often the main operation method for some enterprises to get close to capital, because only by getting close to capital can a complete profit model continuously expand the investment in market operation.

User operation: People-centered operation means, which is common in UGC community, with the means of being close to users, uniting users and guiding users. During the performance, you will find that website operators are very willing to communicate, tease, chat and gossip with users. Sometimes you can't tell whether they are users or official staff. For example, Zhihu is one of them, such as Kelly Y Zhou, Huang Jixin, Chengyuan and ourdearamy…… ... In the early stage of a product, the active use and intervention of operators themselves is very important.

Content operation: There are two ways. One is to process the high-quality content generated by users through editing, integration and optimization, and spread it in UGC community. This is usually done together with the user's operation. For example, if you answer a question in Zhihu and the answer is wonderful, Zhihu students will sort out your answer and others' answers, and then spread it through Weibo, daily newspapers and weekly magazines. This is a content-centric operation.

Another is that some media products, such as newspapers, such as titanium media, 36kr, are also operated with excellent content as the core. Different from the former, many components are edited, sorted and written by themselves, not necessarily from users. (Of course, many students who answered questions in Zhihu were very angry that their articles were copied and reproduced without signatures, and so on. But in fact, those students who do content operation, plagiarism is one of their jobs, so don't care. I understand you very well, so this article is welcome to copy and reprint without signature, but it is often updated, please remember to reprint it all)

Community operation: In the early years, I told others about community operation and user operation together. Later, I found that this is actually a bit problematic, because the operation for UGC users and the operation for ordinary community consumers are also two completely different jobs. So I took it out alone. Community operation refers to the intervention activities of community consumers, such as doing an activity at the whole station and drawing a lottery. . Vote and reprint some good articles to the community to trigger discussion. . Everything counts. This extreme work is to constantly fan the flames in the community, causing everyone to spray each other and enliven the whole community. (Interested students can study nga's Jet Fighter Arena, which has been quoted by many other forums or communities in recent years, and the effect is quite good. )

Business operation: This method is common in some business B2B products, and it can be divided into BD and sales. Sales is the direct selling of products, while BD is more of a mutually beneficial cooperation. These are all means to acquire users and then retain them. Many enterprise-level products are mainly based on this mode of operation, such as BAT's cloud service products, or pull merchants to settle in and pull enterprise teams to use them.

Around the operation, or the growth of operators, we must first understand what role product technology operation plays in an Internet product.

Product: Think things through.

Technology: Take things out.

Operation: Make the best use of everything.

Strictly speaking, products and operations vary from company to company, and their positioning and boundaries vary from person to person. Different products have different emphases in these three areas. Take BAT as an example, Baidu emphasizes technology, Tencent emphasizes products, and Ali emphasizes operation. These are common concepts in the public mind, which are related to the company's initial business and what its core business is to some extent. Of course, the company is large to a certain extent, and other parts are also very strong. It won't be bad there ... >>

Question 4: What is the difference between product operation, user operation and content operation? Product operation includes content operation, user operation, new media operation, strategic operation and other topics, which can be understood as the floorboard of operation.

Content operation is mainly biased towards content. There are many content-based websites in this portal. For example, there are employees in Zhihu who are responsible for the operation of content-based projects such as salt series novels and one hour in Zhihu. They are just doing the work of user operation.

User operation is mainly about doing things about users, promoting innovation, promoting activity and preventing loss. The purpose is to let more people come and play their products for a long time. However, the loss of people is small, and the work of user operation is relatively complicated. They deal with users every day, but personally feel that user operation is the strongest to improve a person's comprehensive quality, especially management ability. After all, managing users is also a big test.

Question 5: What is the difference between product operation, user operation and content operation? Hello, landlord! Product operation: comprehensive analysis of products, refining the core selling points of products or other characteristics of their own products higher than their peers.

User operation: make a survey of users, including age, gender, hobbies, favorite places to gather, and what needs are there.

Content operation: Based on the above two points, plan some content that can not only introduce the selling points of products, but also meet the needs of users.

To sum up, the difference between the three is that product operation starts from the product itself, user operation starts from the user, and content operation is a combination of the two.

I hope I can help you, please adopt it if you are satisfied!

Question 6: What do you mean by operating productization and product operationalization? Product operation is actually a means to solve a problem. General product solutions are solved by interface functions and systems, which are relatively stable. In the medium and long term, the business plan can be realized through content, activities and even various means, which is flexible and suitable for the short term.

The productization of operation is generally to make some work of operation more efficient and systematic after adding products. For example, a car is a product, and then you can operate it, but your operation can actually be replaced by a machine without creating greater value, so there is driverless. Only under special exceptions, if the machine can't handle you, then this part of the operation will be productized and the benefits will be greater.

Question 7: What does the operation do? What is the operation? Manual intervention around website products is called operation. So to some extent, I think Internet products companies only have three business departments: products, technology and operation. The concept of product operation is = operation, but maybe your company or product is product-oriented, supplemented by operation, so there is no need to tear down many people to operate at this time, so it is collectively called product operation.

2

How should the operation be done? Whether you are a junior, an account manager in Weibo, or an operation director, coo, you can only get users from beginning to end, and then keep them. Everything you do should be closely centered around this point, and any work (including the work of your team members) must directly or indirectly point to a part of this purpose and be responsible for the data results.

Myth 1: Operation is a handyman. Operation does a lot of work. If you do less, you will not become an excellent operator.

To do a good job in operation, in addition to having a suitable attitude towards users, we must also consider problems from the overall situation, such as doing activities. The first factor I consider is the quality of brands and activities, not the quantity.

Think about it from time to time, practice more and summarize more, and you will be qualified to participate in Huashan sword talk. Otherwise, you will still be confused for many years, and your understanding of operation is not deep enough. It's your fault to come out and teach others to swim.

Myth # 2: Operations have to swallow shit-like products.

I think this is an extremely irresponsible remark. The internet before 20 10 is no longer the era of operation-driven. In fact, in the early years, the products and functions of the community were very poor, and the operation was difficult to support, and it could be done well. Puffs are typical products driven by strong operation. The number of people in our community has never exceeded 20, so there are enough operating modules. Then there is the show mode, and their operation intensity is greater.

Myth 3: Anyone can do this job.

Anyone can have an operation. I don't deny this because the threshold is low. Can anyone do the operation well? Not exactly.

Good operation will have the temperament of operation. This can actually be felt during the interview. Conscientiousness, pragmatism, attention to detail, patience and toughness, high adversity quotient, strong execution, flexible thinking, etc. are all necessary qualities for good operation. This is something in the bones. You said you could change it the day after tomorrow, but I really don't believe it.

Myth # 4: Operation is taking the fall.

A lot of work done by operations cannot be evaluated by data. A lot of work of a company often takes responsibility and indicators into account in operation. If you can't find the responsible person, you are operating the back pot. Many times, the operation will be denied credit by many "negative factors", such as advertising. You have worked hard for a lot, and an unreasonable advertisement will waste all your months of hard work. Is the location, material, quantity and effect of the advertisement reasonable, and how many people really understand it?

Myth 5: Operation pays attention to kpi and data.

In this respect, it depends on whether the company pays enough attention to operation, how many products this project drives, and your personal responsibility. I have been memorizing information for many years, and I am still in charge of the project from the time of primary operation.

Myth 6: Operations can properly complain.

Under various unfavorable circumstances, we can still make things, spend less money, eat less, have fewer people, and also make excellent operational works. This should be the principle that an excellent operation adheres to. To put it bluntly, it is cost consciousness. If I give you 1 ten thousand yuan, you may not be able to do it well. If I give you 1 0,000 yuan, you can do better, then you are awesome. It is definitely not the style of all companies to be responsive. I think you should be fired first, because the money is piled up.

Myth 7: Operation means chatting with users.

It's ridiculous to have this idea. The workload of the operation is too large. Chatting with users is called user communication in technical terms, and operations should communicate with users with purpose. The total time and single time of communicating with users every day need to be controlled. This is the concept of time.

Myth 8: When the product is ready, it is a problem of operation. When the product is not ready, it needs to be continuously optimized after going online. The final form of a product needs to evolve with the needs of users, the needs of operation and the trend of the times. Even Zhang Xiaolong can't say what the final form of WeChat will be, let alone our younger generation.

Myth 9: There is methodology in operation.

Strictly speaking, there is no methodology in operation. Which good operation hasn't been practiced for several years?

I have never been superstitious about operational methodology. The operation needs to be handled flexibly, and the mentality is already very ... >>

Question 8: What is the relationship between product operation and product user experience? Whether the user experience is pleasant or not determines the success or failure of product operation.

Question 9: What is operation? Operation is the planning, organization, implementation and control of the operation process, and it is the general name of all kinds of management work closely related to product production and service creation. From another perspective, operation management can also refer to the design, operation, evaluation and improvement of the system for producing and providing the company's main products and services.

Operation management covers all aspects of enterprise operation, including supply chain, product quality, production, sales and marketing, safety and health, environmental protection and so on. Operations managers use performance evaluation, flow chart, best practice information and benchmarking to find problems and find the best way to solve these problems. The role of operation management varies from industry to industry, but even if you just open a snack bar in Chinatown, you may benefit a lot from it if you carefully examine your own operation.

As we mentioned in the preface, the role of "operation" varies from industry to industry. Operation is basically to investigate every process of enterprise operation, decompose and analyze the actual situation of the enterprise, and finally improve the enterprise (and its final product). Final destination operation

It is to satisfy customers, which can be achieved by improving quality and efficiency and reducing costs as much as possible. In addition, through the investigation and study of innovative products, with first-class production technology supplemented by excellent marketing strategies, you can provide customers with perfect products, and at the same time, your company's business will also rise sharply! Of course, this is a bit simplistic, but that's the way it is. The following is what the operation covers, that is, the responsibilities of the operation manager. New product research and development-the operation manager is fully involved in the decision-making of deployment, cost, necessary technology, equipment and staff training related to new product production. Manufacturing and production-Generally speaking, the operation manager has the greatest influence on this process (depending on the type of enterprise). Manufacturing and production processes need constant inspection and evaluation. Supply chain-the purchase price and standard, as well as the storage of raw materials, inventory and other product components are also the responsibility of the operation manager. From an operational point of view, it is necessary to constantly review and evaluate the above processes and constantly improve them. Quality management-High-level quality requirements apply not only to products, but also to the environment of production site. In other words, working in a good atmosphere can enable employees to produce high-quality products. Operation plays an important role in the analysis and improvement of quality problems in all aspects of enterprises. Sales and marketing-market research and customer feedback are very important for making a successful marketing plan and developing new products. Combined with the marketing process, effective operation helps the company to better meet customer needs. Capital budget information is very important to all departments of the company. The operation manager may need to estimate the profit and loss of each stage in the operation, in order to make a reasonable budget and accurately predict the profit and loss information. It is also necessary to consider the elimination, updating and maintenance of assets and equipment. Human resources-it is also one of the responsibilities of the operation manager to determine the most suitable staffing of each department and the overall organization of personnel and post structure. Equipment management-environmental laws and regulations, waste disposal (or waste removal during production), location, safety and health of employees, all of which need to be considered by the operation manager. By improving business processes, whether it involves management, marketing, R&D or any other aspects, in theory, enterprises can produce better products, obtain higher profits, meet customer needs to a greater extent, and then have a more loyal customer base.

Question 10: What is the relationship between product and operation? The difference is too big! The main body of planning is different, and the operation is planned for the scheme and plan! Products are planned for performance or user experience, product parameters, etc. The difference between the two is obvious, but the actual operation planning is for product planning! Because the actual operation needs to be carried out through product experience, such as the development of activities, the formulation and implementation of sales plans, etc. , are related!