需求管理
2020-07-10 15:21:06 0 举报AI智能生成
需求挖掘，需求管理到需求评审
作者其他创作
大纲/内容
<h2 style="margin: 0px 0px 15px; padding: 0px 0px 15px; font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 18px; border-bottom: 1px solid rgb(238, 238, 238); font-weight: bold; color: rgb(51, 51, 51); line-height: 26px; background-color: rgb(253, 253, 253);">一、什么是需求</h2>
举例1
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">用户有在线点餐的需求，于是有了饿了么、百度外卖、美团外卖等外卖APP。</span>
举例2
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">用户有在线唱K和在线合唱的需求，于是有了唱吧、K歌之王、K歌达人、酷狗K歌等手机K歌APP。</span>
广义定义：
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">问题就是需求，而产品最终就是要解决问题的。</span>
规范定义：
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">需求是产品必须完成的事以及必须具备的品质</span>
1.1 需求的对产品和产品经理的重要性
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">一个好的产品需要有需求、有优势、有利益。明确需求，挖掘用户痛点，才能让产品更加有优势；只有挖掘到了能够盈利的需求才能让产品有利益。所以说，需求是一个好产品的前提，是一个优秀产品的起点。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">60%的错误存在于设计中，而Jerry Weinberg证实了这一点。他的统计数据表明，60%的错误源于需求和分析活动。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">一个产品经理必须具备挖掘需求和分析需求的能力</span>
1.2 需求与产品生命周期的关系
产品导入期
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品从0到1的阶段，产品经理需要挖掘更多基本的需求，从而满足用户的初级使用需求</span>
产品成长期
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品应该选择性地去满足用户的其他需求，完善原有的需求，去掉不合理的需求，增加进一步满足用户的需求。</span>
产品成熟期
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">关注更加细节方面的需求、体验性的需求，以及挖掘其他隐性需求。</span>
产品衰退期
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">需要考虑怎样去挖掘更多新的需求去满足用户，甚至开拓新的产品项目。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">C2C的淘宝延伸出来的B2C天猫以及后来的企业店铺。</span>
1.3 需求的分类
三大类
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">对象为用户的需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">基本需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">解决用户最基本问题的需求</span>
在线点餐
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">易用性需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">主要考虑的是用户体验方面的需求，方便用户使用的需求。</span>
筛选条件
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">可操作性需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">是产品的操作环境，以及对该操作环境必须考虑的问题。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">对象为产品运营的需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品运营需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">主要对象为产品运营本身或者说公司的运营部门</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">置顶、推荐、排行榜、数据统计等方面的需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">政策及法律需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">是为了保证产品本身以及用户的使用不触犯法律</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">UGC产品、社交产品要考虑敏感词汇过滤的需求，视频网站、直播网站要注意考虑防止色情淫秽内容传播的需求。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">对象为系统的需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">安全性需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">需要考虑产品的安全保密性、支付的安全性，用户信息的安全性</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">防止被刷短信</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">性能需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">是指功能的实现必须多快、多可靠、能处理过少处理量、多精确。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">可维护和可移植性需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">主要是考虑以后是否有系统维护、或者转移方面的需求。</span>
<h2 style="font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-weight: bold; line-height: 26px; color: rgb(51, 51, 51); margin: 0px 0px 15px; padding: 0px 0px 15px; font-size: 18px; border-bottom: 1px solid rgb(238, 238, 238); background-color: rgb(253, 253, 253);">二、需求挖掘</h2>
2.1 从公司业务方向挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">公司遇到的问题就是需求，公司的愿景也是需求</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">老板或者领导的想法</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">来自运营、市场或者客服部门方面的需求</span>
2.2 通过头脑风暴挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">当一群人围绕一个特定的兴趣领域产生新观点的时候，这种情境就叫做头脑风暴。头脑风暴能够让一大群人自由地思考，迸发更多新思想和新观点。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">头脑风暴可以邀请产品经理、老板/领导、市场经理、运营经理，以及一些有深刻见解、涉猎比较广、生活阅历比较丰富的员工一起参加讨论</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">在头脑风暴的整个过程中，需要明确讨论的目的/议题，并且要注意引导和发散思维，让所有的人都能够参与到其中，并且激发其思维</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">头脑风暴是一种发散式的讨论，特别要注意对讨论内容进行详细的记录，这时候可以使用录音、录像、拍照、思维导图、excel表格等方式对整个过程进行记录，方便后期整理，避免遗漏重要观点</span>
2.3 通过文献调研挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">推荐几个常看的网站，产品经理圈子相关网站——人人都是产品经理社区；TMT媒体以及创业类信息平台——36氪、虎嗅网、钛媒体、爱范儿；数据分析类网站——艾瑞网、199IT、企鹅智酷、中国互联网络信息中心。</span>
子主题
2.4 通过用户访谈挖掘需求
结构化
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">按照一定准则事先准备好一系列问题，通过用户对问题的回答来获取有关目标产品方面的内容</span>
非结构化
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">只列出一个粗糙的想法，根据访谈的具体情况来进行发挥。</span>
一对一方式
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">知乎、微博、QQ群去寻找。也可以找到竞品的用户来进行访谈，还可以是行业专家、自媒体大V、同类产品从业者。访谈对象最好是具有较高质量的目标用户，在领域内资深、对产品体验要求高、有话语权，以及擅于表达</span>
2.5 通过问卷调查挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">在进行问卷调查前，需要明确调查的目的，并且根据目的，有针对性地设计调查问卷，然后下发到相关的人员手中，让他们填写，再从所填写的内容中获取产品的需求信息</span>
在线工具
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">目前的线上问卷调查工具网站有：麦客、问卷星、金数据等</span>
渠道
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">传播的渠道可以是微信公众号、微信群、QQ群或者邮箱、短信等</span>
2.6 通过竞品分析挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">竞品也是经过了相关调研、探索和思考而做出来的产品，进行竞品分析，能够了解其优缺点，既能对自身产品的需求查漏补缺，也能取其精华去其糟粕</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品前端分析，可以从一个产品的产品定位、产品结构、产品体验、产品功能、盈利模式、用户评论以及反馈去进行分析。</span>
<div style="text-indent: 0px;"><span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品后台分析，从以下这几个方面去了解：演示Demo、说明文档、技术文档、开源系统、前端反推以及向程序员了解。</span></div>
2.7 通过运营数据分析挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">问卷调查的数据统计和分析以及运营数据的统计分析，新产品的新需求挖掘以及老产品的迭代需求挖掘。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">关注产品的访问量、用户数、流失率、点击率、转化率、留存率、活跃度等方面的数据。</span>
产品
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">友盟、TalkingData等</span>
2.8 通过用户反馈挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">在用户的反馈中了解到用户的使用情况，也能够通过用户的反馈了解到用户所遇到的问题，还能通过用户的反馈了解用户的想法和期望</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品内的反馈入口、产品QQ群、知乎、微博、微信、贴吧、论坛、客服等都是收集用户反馈的渠道</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">可以通过反馈问题展示，反馈回复，采纳建议后告诉反馈者并感谢其反馈的建议，奖励被采纳建议的反馈者等方法，刺激更多的用户参与反馈</span>
2.9 通过搜索引擎挖掘需求
关键词搜索
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">百度指数</span>
2.10 通过社交平台挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">知乎、微博、百度知道、百度贴吧，这些平台都能够成为我们挖掘需求的一个渠道</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">在社交平台中挖掘需求，可以通过关键词搜索，找到相应的内容；也可以自己发起提问或者讨论，从而引导其平台内的用户进行回答和讨论；还可以通过已知的需求或者搜索的关键词，挖掘更多的长尾需求。</span>
2.11 通过场景分析挖掘需求
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">通过模拟场景以及用户，从而发现一些需求</span>
常用方式
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">方式有：基于文本的场景模型和故事版。</span>
子主题
子主题
2.12 通过现场观摩沟通挖掘需求
2.13 培养自己的产品嗅觉
<h2 style="margin: 0px 0px 15px; padding: 0px 0px 15px; font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 18px; border-bottom: 1px solid rgb(238, 238, 238); font-weight: bold; color: rgb(51, 51, 51); line-height: 26px; background-color: rgb(253, 253, 253);">三、如何进行需求管理</h2>
<h3 style="margin: 0px 0px 15px 20px; padding: 0px 0px 0px 10px; font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; border-left: 8px solid rgb(238, 238, 238); font-weight: bold; color: rgb(51, 51, 51); line-height: 26px; background-color: rgb(253, 253, 253);">1、建立需求池</h3>
子主题
<h3 style="margin: 0px 0px 15px 20px; padding: 0px 0px 0px 10px; font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; border-left: 8px solid rgb(238, 238, 238); font-weight: bold; color: rgb(51, 51, 51); line-height: 26px; background-color: rgb(253, 253, 253);">2、需求加减法</h3>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">在需求收集阶段，我们一直在做需求的加法，不断地增加需求的量，增加所有能够得到的需求。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">在进行需求分析、需求评审的时候，我们则需要不断地对需求做减法，确认了需求之后，需要对需求进行优先级排序。减掉的需求并不代表这以后都不会使用，所以记得先保留着不删。</span>
<h3 style="margin: 0px 0px 15px 20px; padding: 0px 0px 0px 10px; font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; border-left: 8px solid rgb(238, 238, 238); font-weight: bold; color: rgb(51, 51, 51); line-height: 26px; background-color: rgb(253, 253, 253);">3、如何判断产品的优先级</h3>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">一般通过KANO模型进行判断。</span>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">基本型需求</span>
子主题
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">期望型需求</span>
子主题
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">兴奋型需求</span>
子主题
<h2 style="margin: 0px 0px 15px; padding: 0px 0px 15px; font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 18px; border-bottom: 1px solid rgb(238, 238, 238); font-weight: bold; color: rgb(51, 51, 51); line-height: 26px; background-color: rgb(253, 253, 253);">四、如何进行需求评审</h2>
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">需求评审会议</span>
准备
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">需要准备好需求文档以及之前整理好的需求列表等文档，还有低保真原型。邀请相关的人员参与评审，</span>
人
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">参加需求评审会议的可以有产品经理、老板/领导、运营以及市场相关人员、开发经理、测试经理或者专家等，参加的人员示具体情况而定，主要是与产品或者需求相关的人以及一些有经验、懂需求的人。</span>
主题
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">产品经理要能够讲清楚需求的来源，为什么用这个需求，加入这个需求有什么意义，这个需求需要哪些配合，同类竞品是否有该需求……</span>
收集问题与记录
<span style="color: rgb(85, 85, 85); font-family: "Microsoft YaHei", "WenQuanYi Micro Hei", "Open Sans", "Hiragino Sans GB", Arial, Verdana, Tahoma, sans-serif; font-size: 16px; line-height: 28.8px; text-indent: 32px; background-color: rgb(253, 253, 253);">参与评审的人也将会对你提出的需求提出自己的看法，是否同意该需求，并且会提出同意或者不同意该需求的理由</span>
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