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B2B與B2C的產品經理有何不同?
2015/1/20 下午 03:56:00 | 發表人: 蔡沛庭 | 瀏覽人次:610
文章分類
.PM行不行
.產品新鮮事
講師簡介
夏松明
創新企劃學院特約講師
現任某管理顧問公司的夏松明總經理曾任宏碁、友訊資深產品經理。夏老師學經歷完整,具備多年跨國公司新產品開發與管理實務經驗,並擁有美國德州農工大學MBA、交大EMBA、「WBSA高階經營策略規劃師」、「PMP®國際專案管理師」、「NPDP產品經理國際認證」等專業資歷,是業界少數兼具「新產品開發」、「經營管理」、「品牌行銷」專業領域的資深顧問。
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<P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>筆者過去在多篇文章中都有提及產品管理制度對於企業的重要性(如:《為何公司需要產品經理?》、《企業建立「產品管理」組織須具備的三大共識》),有網友立馬問到:「那麼,如果企業是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>或</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>,會有差別嗎?產品經理的工作內容會有不同嗎?」依筆者之見,至少可以由以下四大面向來探討異同:</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><?xml:namespace prefix = "o" ns = "urn:schemas-microsoft-com:office:office" /><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>1.</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品周期</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>一般來說,</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品從</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>idea-to-launch</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的周期,通常比</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品週期長。主要原因有以下三點:</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>第一,</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品的主要銷售方式是透過業務團隊(直銷、經銷),由於業務是第一線面對顧客,不同地區的業務常常對同一個產品的看法或需求不盡相同,對於產品的功能特點自然會有諸多意見,因此</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理需要花更多時間進行溝通協調。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>第二,</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品要能成功交付客戶,產品經理的首要任務即是需要花時間與相關部門溝通,以避免產品範疇蔓延,此外還得考慮後續產品是否容易維護?更新(</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>SDK, Download, etc</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>)?運送是否方便?…等。勢必會拉長周期時間。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>第三,上述兩點都會因為功能特點的增加而影響成本,因此在公司勢必會產生激烈的辯論(如何</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>trade-off</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>),勢必會拉長周期時間。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>因此,無論是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>或</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理,雖然愈早得到客戶的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>buy-in</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>及使用者的採納會影響產品周期,但長遠來看,對於產品後續的銷售其實是有正面幫助的。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>2.</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>客戶接觸</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>相較於</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品,多數的</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品是不會具有大量的直銷團隊。當然,擁有厚實的銷售團隊,就有更多機會與目標客群接觸,自然能掌握更多產品相關訊息,對</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理來說絕對是個大利多;缺點是如果每個業務都來回報產品經理:「只要產品有這個功能,客戶就會馬上下單」或者是「我們的競爭對手已經做到哪些功能特點了…」。產品經理勢必疲於奔命。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>因此,無論是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>或</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理,都必須要能站在第一線與客戶接觸,才能真正辨認出客戶的回饋訊息。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>3.</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>消費者洞察</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>相較於</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品,</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理勢必得花時間做好『消費者洞察』,只要操作得宜,你的產品就有機會一夕爆紅,也可能在一周內獲得數十萬或百萬會員,萬一不小心少了幾個百分比的會員,也還不至於會影響營運狀況,只是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理必須透過很多數據分析來檢討原因,以避免事態擴大;但如果是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理損失一兩個大客戶,那就有可能會影響公司整體績效,真的成為一場大災難。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>因此,無論是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>或</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理,必須針對使用者行為、用戶的痛點加以分析了解,真正解決客戶的問題,才能做出客戶需要及想要的產品</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>4.</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>客戶多寡</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>對很多</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理來說,有時候一個</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>major account</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>就能貢獻出公司一半的業績;這對</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理來說,幾乎是</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>mission impossible</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>,即便是有數十萬會員也很難超過</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>單一客戶的營收,然而,如果</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品經理所倚賴的單一客戶營收比重太高,一旦該客戶減少訂單或是訂單被競爭對手搶走,公司的營運立即受到影響,反觀</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>產品經理似乎不需特別擔心客戶的少量流失,因為這是所謂的『自然流失率』,反而是在</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>"</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>招募新會員</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>"</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>及</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>"</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>留住老客戶</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>"</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>上則需要多加琢磨。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p><FONT face=Calibri>&nbsp;</FONT></o:p></SPAN></P> <P class=MsoNormal style="MARGIN: 0cm 0cm 0pt"><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>總結來說,</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2C</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理本質上應具備想像力及創造力,需要花更多的時間去傾聽顧客聲音,更要懂得做好消費者洞察;</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><FONT face=Calibri>B2B</FONT></SPAN><SPAN style='FONT-SIZE: 10pt; FONT-FAMILY: "新細明體","serif"; mso-ascii-font-family: Calibri; mso-ascii-theme-font: minor-latin; mso-fareast-font-family: 新細明體; mso-fareast-theme-font: minor-fareast; mso-hansi-font-family: Calibri; mso-hansi-theme-font: minor-latin'>的產品經理則應具備超強的抗壓力與溝通力,需要花更多的時間與利害關係人溝通,更要隨時做好『向上、向下管理』。</SPAN><SPAN lang=EN-US style="FONT-SIZE: 10pt"><o:p></o:p></SPAN></P>