产品开发规划与产品工厂--IBM.ppt

* * * * These quotes from customers are a final confirmation and show the need for PIM. * * * * * * * * * Functional Organization Work occurs within each function Cross-functional coordination by bosses Lightweight Teams Some working level coordination across functions Team members still report to function Decision making remains with functional manager Heavyweight Teams True cross-functional team Team members report to project manager Team members authorized to make decisions * * * Facing stiff competition Allstate decided to take a novel approach - study consumers more closely. Meeting the needs of different customer segments was widely used across many industries but was not common practice in the insurance sector * Facing stiff competition Allstate decided to take a novel approach - study consumers more closely. Meeting the needs of different customer segments was widely used across many industries but was not common practice in the insurance sector * * 从产品角度，拥有领先的产品研发能力和领先的产品上市速度将是PICC获得持续领先地位的重要保障 第一，需要能够敏锐的洞察市场和客户的需求进行定制化的产品研发 第二，定制化的产品中越来越多的融入了精细化和市场化的要素 第三，定制化的产品还需要能够快速的上线 所以需要保险公司对这些变化做出快速的响应 * * * * * 实现统一的产品模型及各类产品的集中管理是优化产品开发效能、实现产品快速上线的基础 产品构建： 统一化：一切都是产品，商品、增值业务、服务（补换卡等）等都是产品； 原子化：原子产品是面向功能实现的最小、不可再分的独立销售和开通的单元； 组合化：原子产品灵活经过打包形成丰富的、面向客户的组合产品； 4. 规则化：产品的开通，资费规则化配置，减少相似产品重复开发。 产品经理 价格：300元 服务：账户变更服务 产品：预存300送300 价格：98元/月 服务语音300分钟，短信200条，GPRS 20M 产品：98套餐 价格：600元 机场贵宾服务 20次机场贵宾厅服务 价格：50元 服务：补换卡服务 2次免费补换卡产品 组合产品配置开发：通过组合配置原子产品，形成新的组合产品，无需新开发 原子产品 语音 上网 短信 信息 服务 实物 账户 短信 彩信 GPRS WLAN 资讯 商务 娱乐 音乐 手机 上网本 充值卡 家庭信息 集团信息 组合产品 组合配置 举例 Page * 差异化的定价模型是实现产品差异化销售的关键难点，完善的定价模型可以帮助PICC获得灵活的差异化销售能力，需要通过本项目加以抽象和定义 2 DimensionsPricing 3 DimensionsPricing 客户Customer Customer Attributes (age, CSP, …) Commercial Relationship (seniority, channels usage, modes of consumption, …) Analytics (behavior, segmentation, price sensitivity, …) Branch Call Center Internet ATM … 渠道 Channel 产品 Product Product Types Product Attributes (amount, duration, …) Cross-selling Bundl