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    不要在功能上競爭

    作者: 阮一峰

    1、

    蘋果公司的電子產品,最大的特點就是它的易用性(usability)----簡單,美觀,容易上手。它們通常不是功能最強大的,但往往是最好用的。

    很多產品經理都想模仿這些特點。但是,一個難題就會隨之而來:

    很難讓一件產品保持簡單易用,同時還具備大量的新功能。

    如果你不斷為產品添加新功能,在變得強大的同時,它還會變得越來越復雜,增加了用戶的使用難度;如果你大力簡化產品,在功能上比較單一,那么怎樣與競爭對手抗衡呢?

    每個產品經理都會面對這個難題。對于新產品,這個問題尤其重要。因為新產品通常很難打開市場,最容易想到的解決辦法就是為它不斷增加功能,直到引起市場注意為止。但是,這樣做是否正確呢?

    我對這個問題,一直很困惑,不知道開發新產品的時候,哪一個取向優先,多功能還是易用性?

    2、

    昨天,我讀到了硅谷產品經理 Andrew Chen 的文章,頓時醍醐灌頂,一下子就找到了答案。

    他說,正確的做法,就是不要在功能上競爭。如果你的產品的核心概念行不通,那就重新定位這個產品,而不是為它添加新功能。你必須牢記在心,創造一個有競爭力的新產品,不要著眼于它的功能比別人多,而要著眼于它有一個截然不同的市場定位。

    如果市場上都是復雜的企業級工具,那就開發一個針對個人用戶的簡化版;如果市場上都是很正式的高端葡萄酒,那就開發一種便宜的、針對年輕人的、更休閑的酒精飲料;如果市場上都是提供長篇Blog服務的網站,那就開發一個很簡單的、每次只能寫140個字的網站;如果市場上都是技術性的、廉價的電子設備,那就開發人性化的、高價的電子設備。

    總之,你要做的不是添加功能,而是做一個市場定位不同的產品。

    3、

    這主要有兩個原因。

    首先,你不太可能通過一個更多功能的新產品,戰勝現有廠商。因為你開發出全面勝過別人的產品,需要很多時間;而且,等你開發出新功能,別人可能又做出了改進,或者拷貝了你的新功能。

    其次,比起新功能,消費者更容易為一個特殊定位的產品掏錢。

    所以,更好的策略是,開發一個簡化的產品,突出某種不同的市場定位,爭奪現有廠商的低端用戶。這樣的話,你不用開發一個全功能的產品,節省了時間,而且由于設計目標不同,更容易做出顛覆式創新(disruptive innovation)。

    4、

    下面是開發新產品時,幾點可行的做法:

    (1)你不是做一個比競爭對手“更好”的產品,而是做一個“不同”的產品。

    (2)你只提供部分功能,但是很好地滿足了用戶的需求。

    (3)如果新產品的市場反響不好,增加新功能并不能解決問題。你應該重新定位你的產品,想想它能向消費者提供哪些不同的價值。

    (4)在產品設計和推廣的每一個環節,都突出它的不同定位。

    最后生成于 2018-7-9 08:15:49

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