What does product planning mainly do?

Investigate the market, provide suggestions to the company according to the market demand and guide the company's next product development direction.

What is product planning?

Product planning generally includes the following aspects:

1. Research on market demand, strategic positioning, popularity, advertising language and product selling point.

2. Brand planning and image packaging design of products

3. Definition and research of product target audience.

4. Production of basic product publicity materials: product manuals, publicity materials, etc.

5. Promote soft text planning around products.

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What does Tencent's product planning/operation position mainly do?

Tencent's product planning/operation positions mainly include:

1, Tencent, Ali and other giants have more detailed product planning and operation positions, and there are special personnel responsible for them; The vast number of start-ups, A-round and B-round Internet companies, such as Koala Network, are relatively rough in the same position.

2. Product planning, commonly known as PD position, belongs to the system with PM product manager, that is, designing the functions of a product, including what functions a product needs to achieve, how to achieve them, what functions need to be added, and what forms to express them. Literally speaking, it is thinking about planning.

3. Product operation, commonly known as PO, will be clearly divided in large companies. In small companies, the distinction between PO and PD is not obvious, and many operators are also responsible for some product planning.

4, product operation, more is to consider how to encourage users to participate, and then profit for the company. That is to say, operating income covers a wide range, including how to attract more users to visit, how to guide users to register, purchase and transform, how to promote products, how to enhance user stickiness and improve activity, involving different tendencies such as community operation, user operation, product operation and content operation, but the essence remains unchanged, all in order to obtain more users and benefits.

Internet changes rapidly, and the work content is often adjusted and focused. The landlord might as well go to Tencent, Alibaba, Koala, 5 1 credit card, 19 and other different types of Internet companies to see the job descriptions, so as to better understand the different responsibilities of different types of companies in the same position.

What are the main responsibilities of Internet product planning?

I. Market research and user research

That is to study the market, understand the user's demand, competition and market power, discover and master the changing trend of the target market and user's demand, and make predictions on the products and services that the market needs in the next few years. For Internet product managers, market research and user research are mainly to communicate with users and potential users, communicate with front-line colleagues who directly face customers such as sales, customer service and technical support, study market analysis reports and articles, try competitive products, and observe user behavior. Finally, form a business requirement document, detailing how to take advantage of potential opportunities.

Second, product planning and design.

This stage is the most valuable part of the Internet product manager's work, which is mainly divided into the following four aspects:

1, product planning: determine the target market, product positioning, development planning and road map.

2. Demand management: collect, summarize, analyze, update and track the demand from the market, users and others.

3. Product design: Prepare product requirements document (PRD), including business structure and process, interface prototype, page element description, etc.

4. Version management: maintain the function list of each version of the product.

Third, project management.

That is, people who lead different teams, such as QA, UI designer, marketing, customer service and so on. Develop and release products on time within budget. At this stage, the responsibilities of the Internet product manager are mainly to organize and coordinate the marketing department, R&D departments, evaluate the requirements and confirm the development cycle, track the progress of the project, coordinate all parties of the project, promote the progress of the project, ensure that the project is completed as planned, cooperate with the testing department to complete the relevant product testing work, and be responsible for BUG management.

Fourth, product operation.

For Internet product managers, the value is second only to the work of product planning and design.

Responsible for organizing customer service and operation and maintenance departments, establishing product-related workflow, division of labor and response time requirements such as customer complaints and feedback, answering or coordinating to solve product problems raised by customers, coordinating resources with company leaders and relevant departments, communicating product development plans, current situation and existing problems, summarizing, analyzing and formulating solutions to product improvement plans.

What does Tencent's product planning/operation position mainly do?

First of all, I understand that the product planning and operation positions of giants such as Tencent and Ali are relatively detailed, and there are special people responsible; The vast number of start-ups, A-round and B-round Internet companies, such as Koala Network, are relatively rough in the same position.

Secondly, product planning, commonly known as PD position, belongs to the system with PM product manager, which is to design the functions of a product, including what functions a product needs to achieve, how to achieve them, what functions need to be added, and what forms to express them. Literally speaking, it is thinking about planning.

Product operation, commonly known as PO, will be clearly divided in large companies. In small companies, the distinction between PO and PD is not obvious, and many operators are also responsible for some product planning.

Product operation is more about how to encourage users to participate and then make profits for the company. That is to say, operating income covers a wide range, including how to attract more users to visit, how to guide users to register, purchase and transform, how to promote products, how to enhance user stickiness and improve activity, involving different tendencies such as community operation, user operation, product operation and content operation, but the essence remains unchanged, all in order to obtain more users and benefits.

Finally, the Internet changes rapidly, and the work content is often adjusted and focused. The landlord might as well go to Tencent, Alibaba, Koala, 5 1 credit card, 19 and other different types of Internet companies to see the job descriptions, so as to better understand the different responsibilities of different types of companies in the same position.

Pure hand tour, hope to adopt! thank you

What does a planner do?

Planning is divided into many parts, especially depending on which company you are planning ... for example, the planning of public relations activities is much worse than product planning ~

But the main work of planning is:

1. Collect relevant information

analyse

3. According to your analysis results, give the enterprise a corresponding plan.

I can't tell you more details because I don't know what you really want to do. Welcome questions.

What is product design? What do you mainly do?

Product design is appearance design+structural design+functional design (basically, customers provide functional requirements now, unless you develop new products yourself)

What do you mainly do? Design appearance. The main purpose is to develop the appearance and make the products more humanized, novel and easy to sell.

Structural design is to develop internal structure after receiving external design, such as motor products, where the motor is placed, where the cooling holes are, and where the screws are. .....................................................................................................................................

What exactly does market planning do?

Market planning

-Professionals who are engaged in using scientific thinking and methods to create ideas, plans and designs for the overall activities of social and economic organizations systematically and scientifically for the purpose of making profits, so as to achieve the best results. The main work includes: planning target positioning, planning diagnostic investigation, planning creative conception, planning scheme demonstration, planning implementation and operation, planning evaluation service, etc.

L overview of responsibilities:

According to the actual situation of enterprises and products, plan the market strategic target system;

To study the macro information of the market, including market trends, technological development trends, changes and trends of national and local policies, and collect product and market information;

Formulate and plan the company's brand strategy, including the positioning of new products, marketing plan and overall design, in order to enhance brand sales;

Responsible for the planning and management of corporate image, brand image and commercial packaging, organize the preparation of large-scale market planning and design schemes, and guide the production of various publicity materials, product manuals and sales support materials.

L core competitiveness:

Knowledge requirements: Bachelor degree or above in marketing, advertising, communication or related major, able to independently organize the formulation of market planning, marketing strategy, product development, etc.

Skills requirements: strong market perception, keen grasp of market trends and market direction; Have the on-site management ability of large-scale activities, strong expression, understanding and public relations skills and teamwork spirit.

Experience requirements: at least three years working experience in related positions. Experience in market development and sales of large-scale projects and experience in business negotiation.

L professional status:

China's market planning industry originated in the early 1980s, and initially appeared in the form of creative companies. In the mid-1990s, a large number of foreign planning companies entered China. Since then, the planning industry has bid farewell to the era of "ideas" and entered the stage of professional development. At present, there are more than 10000 professional planning companies in China, and the number of employees reaches 1 10,000. However, there is a certain contrast between the current situation of the industry and the needs of economic development. On the one hand, the industry itself lacks policy guidance and standardized operation, and the whole market is in a situation of spontaneous chaos; On the other hand, few people in enterprises have received systematic and professional planning training, which leads to the low overall quality of planning practitioners and can not meet the growing demand for business innovation. Professional planners with excellent professional knowledge, familiarity with China's national conditions and practical experience in planning have become talents in short supply in the market.

L career trends:

Development path: At present, there are three main types of personnel engaged in market planning in China: first, students majoring in business planning, marketing, Chinese and economic management in colleges and universities; Second, personnel engaged in planning, consulting and advertising agency; Third, employees of marketing, planning and public relations departments of enterprises and institutions, staff of social organizations, freelance planners and editors, and journalists of the media.

Transformation opportunity: transforming from a market planner to a "business planner" is a shortcut to improve self-worth and professional "gold content".

L salary status:

Most well-known marketing planners earn more than 700 thousand yuan a year, and the salary consists of basic salary and product sales commission.

L risks and rewards:

Market planning is the overall design and implementation of a systematic project, which is not only an independent profession, but also a profession that permeates all social and economic industries. In today's society, all kinds of planning, including advertising planning and marketing planning, have a considerable market. Every day, we can feel the beautiful whirlpool carefully created by the planning masters, and we will willingly fall into it if we are not careful. With the development of knowledge economy, the planning industry is attracting more and more young people with its charm of "strategizing and winning thousands of miles".

What is a planning specialist! What are we going to do?

Nature of work:

What is the planning for? Some people say that he is the soul of a product; Some people say that he wants to figure out how to operate; Some people say that he is nothing, as long as he has innovative ideas; Wait, wait, wait. Too much talk. Through my own work experience, I divide planning into two categories: product planning and operation planning. Some people may question how to divide it or what content should be included. I don't make any defense here, just express my own views. There is nothing to argue about, because there is no unified conclusion. Why is it so divided? The main reason is that these two types of planning work are very different, they need many different skills and qualities, and they also have different requirements and influences on the personality of personnel.

Product planning:

What is product planning? According to the literal meaning, it is easy to understand that product planning is the chief designer of a product. For different industries and different enterprises, their products are different, but the concept is the same. I like to use analogy to make readers understand what I mean more easily. Take the film industry as an analogy to the Internet industry, and the following positions will also be compared with the corresponding positions in the film industry.

Just like directors in the film industry, product planning usually plays the role of screenwriter. He needs to coordinate and guide the business logic of the whole product (clearly guiding every shot of the film): remember that it is business logic, not system or product structure logic, which will be completed by the system architect.

Obtaining business requirements and writing product execution planning documents (writing scripts): the most important part of my work will be described in detail later.

Select qualified task team members (looking for actors, photographers, film and television post-editing, sound engineers, props, etc. ): At present, most of these tasks are done by the project manager, but I think a qualified product manager should be most responsible for his own products, which requires the ability to correctly select working partners and identify the work skills of people in other work links, especially the core personnel in the technical department, because once the core technical backbone is selected, experienced outstanding technical personnel will get twice the result with half the effort, and the technical backbone will also play a vital role in the selection of personnel in other technical work links.

Coordinate all aspects of work in the development process, and give timely feedback when the logic is unclear or needs to be changed (explain the purpose of the film, adjust the actor's mood, and put forward the visual needs of post-production to nonlinear editors, etc.). ).

Do some user tests in the process of product development (see video clips): Of course, the tests I am referring to are not unit tests or integration tests. These tests will be completed in the black box of technicians' daily work, and product planning only needs user tests.

In a word, product planning is a series of related work by obtaining business requirements (usually from the operation department, the boss, or self-innovation), using our own professional knowledge, and transforming this demand into a guiding document that the technical department can do practical work (that is, the planning guidance part of Fool's delusion), and at the same time cooperating with other work links. According to the enterprise project, you can call yourself RequirementAnalyst. I prefer to call myself a requirements analyst or an interaction designer to distinguish myself from the confusing concept of "planning".

Product planning is the connection point between business and technology, and it can also be said to be the central conduction system. Some large companies have many employees and several projects are carried out at the same time. At this time, the product planning will be more detailed and the work functions will be more professional. From chief planning to internship planning, the names are different, but the work involved is still the same.

Operational planning:

What is operational planning? Similarly, taking the film industry as an analogy, operation planning is like a pre-heater before the film is released, a speculator after the film is released, and an overall planner. Of course, it is not limited to this, but also includes many other jobs.

The so-called operation is to effectively package and publicize the existing products (movie advertisements).

Integrate related resources around you (make peripheral products, find partners and increase influence).

Organize corresponding activities for promotion (various activities support awards * * *).

Criticize your achievements and speculate on your own value (film reviews are getting higher and higher).

Wait, wait, wait. In fact, there is no essential difference between Internet operation and other industries, just because resources and industry users are different. ......

What's the difference between a product manager and a product planner?

In terms of job responsibilities, product manager is higher than product planning, and the task is also heavy.

1. From the job content, the product manager should be responsible for: product planning, product design and product operation;

2. Product planning focuses on product prototype analysis, market research and user research, mainly in the early stage of product development;

3. The product manager carries out product prototype design and demonstration analysis for product planning, and makes it a product;

4. The superior product manager is also responsible for the operation, promotion and optimization of the product after it goes online;