摘要
越来越多的产品制造商们，都在或主动或被迫地，重新思考和执行自己的产品路线图。无论他们以何种名目，大致的思考过程其实仍然是由古典派的那些要素构成：产品如何定义？谁需要这些产品？谁来生产？怎么卖？怎么卖得更好？怎样听到消费者的声音并且能让消费者听到自己的声音……
What is a product? This seems to be a quite simple question.As customers,everything we eat,wear,use and play with are products.However,we still need a management definition.One definition says that products are the physical or virtual carriers to satisfy the needs and desires of people.In other words,anything that can be provided to the market,used or consumed by people and meet their needs are products.This is a comprehensive definition.Unfortunately,it's a definition in the old industrial times.Though people who use and consume products are mentioned,the users and customers are still more like passive individuals and population.In the Internet era,we need to add more things into the products to give more subjectivity to the users.Such things can be divided into two categories:information and communication.Almost all products and services can benefit from adding more data and information into the current products and services.This is based on two ancient requirements:first,the improvement of products and services is endless;second,everyone hopes to get more relevant,timely,accurate,easy-tograsp and detailed data in their personal life and career.To add communication into products sounds a little puzzling;in fact,it means to establish the communication and sharing mechanism of products.We call the communication-capable products the 'viral' products,because their growth is organic:with user recommendation,every existing customer will bring more than one new customer Both factors will change the look and meaning of our future products.With more elements of information and communication,the traditional products will be reinvented to become 'big products'.
