如何做好一个优秀的产品经理之一：从最简单的产品策划原理说起

By heiry on 2010-12-07 in 技术, 随写

首先想说的是，我这里说的产品，不是实业产品，更多指的是知识产品，智力产品等虚拟产品。这个系列我从最简单的案例或者事情说起，慢慢引入一些产品策划、设计的原理、理念、方法和途径，逐渐来探讨深层次产品策划、设计的问题，今天先从最简单的说起。

中国移动，这个中国最赚钱的公司，每天净利润就达到了3亿元，惊人的暴利。无数人痛骂的同时，却没有仔细想过它是如何策划赚钱的。我来简单分析一下它是怎么做产品策划的。

在这不探讨它利用一些见不得光的暗箱操作和权力、政策垄断牟利，我只说它市场策划的手法。

中国移动这么多年，主要卖的无非就是两样东西：短信和通话时长（当然还有如3G等其他服务但不是主流）。可是，在一般人印象中不是这样的，它给大众心里留下的是一系列的“产品”：动感地带、神州行、全球通….

我想问一句，这些服务有什么不同吗？

其实没有 ！还是短信和通话时长。

它把短信和通话时长，通过人为的强制拆分组合，包装成品牌，定位于不同的用户群：动感地带–定位喜欢追逐新奇的年轻人，全球通–吸引喜欢表现身份差别的商务人士，神州行–定位普通用户，本质上还是卖通话时长和短信者两样服务，只不过通过策划手法融入了群体性格，让大家感觉到是有差异的服务。

我们可以看到，中国移动的产品策划的路线总结起来就是

1. 将现有服务细化，分割成不同的业务板块。

2. 用户细分。根据年龄、收入、社会地位、地理位置、职业等人文统计特征，将用户做分成不同的群体，然后选择市场容量较大和利润空间较大的用户群重点突破。

3. 将选择的细分用户群和细化服务一一对应，制造价格价格极差，形成差异化服务。

4. 将差异化服务赋予品牌体现，包装成一个个体现用户群性格、特征的产品。

5. 将产品再做细化，形成产品线。

6. 大量的广告宣传，使产品形象深入人心，人们心甘情愿为细微的差异化支付较大的代价。

中国移动脱胎于中国联通，但是它的运营手法远胜于中国联通，后来中国联通在产品策划上几乎都是模仿中国移动，也就是以上我分析的一个路径，只是它在很多细节地方都没有做好，影响上远逊于中国移动。

这些移动运营商，深谙赚钱之道，从他们产品策划可见一斑。


Deprecated: 文件 没有 comments.php 的主题 自版本 3.0.0 起已弃用，且没有可用的替代。 请在您的主题中包含一个 comments.php 模板。 in /home/mosang-blog/htdocs/blog.mosang.net/wp-includes/functions.php on line 6170

《 “如何做好一个优秀的产品经理之一：从最简单的产品策划原理说起” 》 有 39 条评论

  1. pieregistrēties binance说道：
    2025-02-09 14:45

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

  2. binance说道：
    2025-02-14 11:39

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  3. www.binance.com sign up说道：
    2025-02-20 13:10

    Your article helped me a lot, is there any more related content? Thanks!

  4. binance Empfehlungscode说道：
    2025-02-21 11:03

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

  5. Rejestracja na Binance US说道：
    2025-02-26 13:01

    Your article helped me a lot, is there any more related content? Thanks!

  6. binance konto说道：
    2025-02-28 21:42

    Your point of view caught my eye and was very interesting. Thanks. I have a question for you.

  7. binance atvērt kontu说道：
    2025-03-01 22:11

    I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.

  8. binance说道：
    2025-03-09 20:41

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me. https://www.binance.com/en-IN/register?ref=UM6SMJM3

  9. binance说道：
    2025-03-11 21:37

    Your point of view caught my eye and was very interesting. Thanks. I have a question for you.

  10. best binance referral code说道：
    2025-03-16 18:57

    Your article helped me a lot, is there any more related content? Thanks!

  11. binance open account说道：
    2025-03-21 10:23

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  12. binance registration说道：
    2025-04-06 01:41

    Your point of view caught my eye and was very interesting. Thanks. I have a question for you.

  13. 匿名说道：
    2025-04-06 21:35

    Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?

  14. 10set チャート说道：
    2025-04-10 06:03

    Reading your article helped me a lot and I agree with you. But I still have some doubts, can you clarify for me? I’ll keep an eye out for your answers.

  15. b^onus de registro na binance说道：
    2025-04-25 01:03

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  16. M mt tài khon binance说道：
    2025-05-01 02:07

    I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.

  17. sign up binance说道：
    2025-05-10 21:59

    Your point of view caught my eye and was very interesting. Thanks. I have a question for you.

  18. www.binance.com registrera dig说道：
    2025-05-12 08:22

    Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?

  19. 注册以获取100 USDT说道：
    2025-06-14 04:43

    I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.

  20. registrarse en Binance说道：
    2025-06-18 17:37

    Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?

  21. Zarejestruj sie na www.binance.com说道：
    2025-06-18 20:06

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good. https://www.binance.com/ar/register?ref=V2H9AFPY

  22. Registrácia na binance说道：
    2025-06-22 21:39

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

  23. ビット コイン 半減 期 カウントダウン说道：
    2025-06-30 23:20

    Reading your article helped me a lot and I agree with you. But I still have some doubts, can you clarify for me? I’ll keep an eye out for your answers.

  24. binance referral bonus说道：
    2025-07-01 00:19

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

  25. Buat Akun Pribadi说道：
    2025-07-06 09:11

    Your point of view caught my eye and was very interesting. Thanks. I have a question for you.

  26. Index Home说道：
    2025-07-07 12:19

    Thank you for your sharing. I am worried that I lack creative ideas. It is your article that makes me full of hope. Thank you. But, I have a question, can you help me?

  27. Index Home说道：
    2025-07-09 17:48

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  28. binance registration说道：
    2025-07-17 03:41

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  29. Dang k'y d nhn 100 USDT说道：
    2025-07-22 06:29

    Your article helped me a lot, is there any more related content? Thanks!

  30. registrera dig f"or binance说道：
    2025-07-25 05:19

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  31. binance说道：
    2025-07-25 12:59

    Thanks for sharing. I read many of your blog posts, cool, your blog is very good.

  32. Crea una cuenta gratis说道：
    2025-07-31 07:08

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me.

  33. binance说道：
    2025-08-11 18:04

    I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.

  34. Izveidot personīgo kontu说道：
    2025-08-15 02:51

    Your point of view caught my eye and was very interesting. Thanks. I have a question for you.

  35. 匿名说道：
    2025-08-28 23:57

    Reading your article helped me a lot and I agree with you. But I still have some doubts, can you clarify for me? I’ll keep an eye out for your answers.

  36. binance Konto er"offnen说道：
    2025-08-29 07:11

    Your article helped me a lot, is there any more related content? Thanks!

  37. código de Binance说道：
    2025-08-30 19:57

    Your article helped me a lot, is there any more related content? Thanks!

  38. binance说道：
    2025-08-31 02:09

    Can you be more specific about the content of your article? After reading it, I still have some doubts. Hope you can help me. https://accounts.binance.com/register?ref=P9L9FQKY

  39. 开设Binance账户说道：
    2026-08-14 04:46

    I don’t think the title of your article matches the content lol. Just kidding, mainly because I had some doubts after reading the article.

发表回复

您的邮箱地址不会被公开。 必填项已用 * 标注