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开发商的客研跟投资如何去做衔接

发布于 2021-07-05

<section data-mpa-category="背景" data-mpa-template="t" style="background-image: url(&quot;https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4ibgia7TQIofewaq0uTsmokicc0F5gArMBJC83CgayPMBvIBCLMNCP2t0lyhyR2RKWy7vgVGZeDSZmw/640?wx_fmt=png&quot;);" data-mpa-powered-by="yiban.io"><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br mpa-from-tpl="t" /></span></section><section data-mpa-template="t" mpa-from-tpl="t"><section style="width: 100%;display: flex;justify-content: center;align-items: center;padding: 0px 16px;" data-mid="" mpa-from-tpl="t"><section style="width: 100%;display: flex;justify-content: flex-start;align-items: center;flex-direction: column;border-width: 1px;border-style: solid;border-color: rgb(20, 15, 1);" data-mid="" mpa-from-tpl="t"><section style="width: 100%;display: flex;justify-content: center;align-items: center;padding-top: 6px;" data-mid="" mpa-from-tpl="t"><section style="width: 100%;height: 0px;border-bottom: 1px dashed;" data-mid="" mpa-from-tpl="t"><br /></section><section style="padding: 0px 6px;white-space: nowrap;" data-mid="" mpa-from-tpl="t"><p style="font-size: 12px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #140F01;line-height: 17px;letter-spacing: 1px;" data-mid="">research</p></section><section style="width: 100%;height: 0px;border-bottom: 1px dashed;" data-mid="" mpa-from-tpl="t"><br /></section></section><section style="width: 100%;display: flex;justify-content: center;align-items: flex-start;" data-mid="" mpa-from-tpl="t"><section style="width: 140px;padding-top: 34px;padding-bottom: 18px;" data-mid="" mpa-from-tpl="t"><section style="width: 140px;" data-mid="" mpa-from-tpl="t"><img data-ratio="0.07142857142857142" data-src="https://mmbiz.qpic.cn/mmbiz_png/zyzBKEAL2JaSaKsDrBTojLDUJdOlCvt7tnkWja9EoCTxV3RUH8oTEewh5EKjA0yahvq1Yh40KS5C2TD9NxA44g/640?wx_fmt=png" data-type="png" data-w="280" style="display: block;" /></section><section style="padding: 24px 8px;" data-mid="" mpa-from-tpl="t"><p style="font-size: 14px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #140F01;line-height: 20px;letter-spacing: 2px;" data-mid="">核心观点</p><p style="font-size: 14px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #140F01;line-height: 20px;letter-spacing: 2px;" data-mid="">1、地产客研工作未来会趋向于“产品经理”</p><p style="font-size: 14px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #140F01;line-height: 20px;letter-spacing: 2px;" data-mid="">2、客研人需要具备三大能力:了解宏观大势、构建系统、产品落地<br /></p><p style="font-size: 14px;font-family: PingFangSC-Semibold, PingFang SC;font-weight: bold;color: #140F01;line-height: 20px;letter-spacing: 2px;" data-mid="">3、客研核心是打通地产前中后台</p></section><section style="width: 140px;" data-mid="" mpa-from-tpl="t"><img data-ratio="0.07142857142857142" data-src="https://mmbiz.qpic.cn/mmbiz_png/jILTpd0n4ia9t84cQXRp0SJhaBQZNjvRYE9KTVM4JNITr0reYf0G52MgkGljsXibib3oZswGjWKFc7AKUXSUYWdfA/640?wx_fmt=png" data-type="png" data-w="280" style="display: block;" /></section></section><section style="width: 176px;padding-top: 8px;padding-right: 3px;" data-mid="" mpa-from-tpl="t"><section style="width: 176px;" data-mid="" mpa-from-tpl="t"><img data-ratio="0.057803468208092484" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/eEbv3UMc9qnd2n362xicGacyUcouKsxdRWOm9jjCVNmzDamGVBOeo91nibvhG9E5ZF8XedWUChaWCVSBcomWceBA/640?wx_fmt=jpeg" data-type="jpeg" data-w="346" style="display: block;" /></section><section style="width: 176px;" data-mid="" mpa-from-tpl="t"><img data-croporisrc="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4ibgia7TQIofewaq0uTsmokicBkZWtBGaBqxj1EdRzicLD8FwMtrNa8Qbl6cZ6jsAw66R3zy99lCZylw/0?wx_fmt=jpeg" data-cropx1="264.22018348623857" data-cropx2="549.908256880734" data-cropy1="0" data-cropy2="383.11926605504595" data-ratio="1.343859649122807" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/zd226QNNqG4ibgia7TQIofewaq0uTsmokicK5HU50ky6oXSZkibEicNEPuWwbKTeCIAfO1heltmoeyWicXdPna410AAg/640?wx_fmt=jpeg" data-type="jpeg" data-w="285" style="display: block;width: 173px;height: 232px;" /></section><section style="width: 176px;" data-mid="" mpa-from-tpl="t"><img data-ratio="0.057803468208092484" data-src="https://mmbiz.qpic.cn/mmbiz_jpg/fAqHznX4WIibrCtpwsMDXwsnibK885DFcFwQ2dibQUA9U64FqnUFFkzOqG9wX6RguWRkibNE7Ak66QsGRCtB8Dj9aQ/640?wx_fmt=jpeg" data-type="jpeg" data-w="346" style="display: block;" /></section></section></section></section></section></section><p><br mpa-from-tpl="t" /></p><p style="margin-left: 16px;margin-right: 16px;text-align: center;"><span style="color: rgb(123, 127, 131);font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft YaHei&quot;, Arial, sans-serif;font-size: 12px;letter-spacing: 0.544px;text-align: center;caret-color: rgb(255, 0, 0);background-color: rgb(255, 255, 255);">///</span></p><p style="margin-left: 16px;margin-right: 16px;"><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这几年,地产的“客研”工作开展得如火如荼,但就在上周,有小伙伴向我们发出灵魂的拷问“</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>开发商的客研跟投资如何去做衔接?</strong></span><span style="font-size: 16px;">”。</span><br /></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">群里顿时炸开了锅,大家纷纷发表自己的看法,主要分为两派——</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">1)客研有用论</span></strong><span style="font-size: 16px;">:“投资踩油门,客研踩刹车,设计负责产品兑现”,“客研是润滑油,不是蒸汽机”,“客研的价值绝对不是具体地块的定位和产品解决,而是向上摸索战略,向下摸索底线”,“客研要基于市场高于市场,要有想象力”……</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;">2)客研无用论</span></strong><span style="font-size: 16px;">:“要什么客研,要什么投资,都是摇号,猜平均价”,“客研解决不了行业问题”,“客研是地产内卷的产品”,“老板的问题、行业的问题、资金的问题、战略的问题,都想招个客研统统解决”……</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 16px;">地产客研的工作,最后到底会演变成什么样?</span></strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">这事还要从开发商的规模说起,当企业规模比较小,我们需要聚焦在具体项目上,我们的产品等于“商品+作品”,商品=这个东西卖得掉,适销对路,作品=独特性,不同开发商的基因不同,做出来的产品也应该有所差别,对应得到的经营结果也会不同。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">当客研人员面对单独项目上,我们只需要聚焦到一块地、一个客户群怎么去做,但是当我们上升到整个集团的时候,我们要管理若干个项目,这个就会形成“产品线管理”。</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>上升到“产品线”,我们就不是单纯的客研人,而是产品经理。</strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">就像“微信”的核心功能是聊天,这个首先是确保产品能卖掉,但同时“微信”这个产品,有很多短期、中期、长期的规划,这些规划最大的挑战,不是你对项目本体的理解,而是你对行业的理解,对技术的理解。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">正如很多人会评价禾略,有很多的想法,但没有形成产品,所以需要一个产品经理,把想法落到产品上。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">好的产品经理,他应该是了解各方各面的需求,还得了解行业的发展趋势,他们进入一个新的行业,能够迅速对行业做一个总结。</span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">所以,</span><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong>客研人首先是要有战略思考高度,而不单是做客户研究。</strong></span></p><p style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;color: rgb(0, 122, 170);"><strong><br /></strong></span></p><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages" data-galleryid="" data-ratio="0.5625" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4ibgia7TQIofewaq0uTsmokicPOCnQo9fZQkibaiaYG0nZpzfTCGfVDCibxItl94PY9iaQ1jeIqLZbKIyWg/640?wx_fmt=png" data-type="png" data-w="1920" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">现在我们谈“客研人”应该做什么,过于集中在“历史经验”、“项目本身”,这样的状况下,企业发展到一定规模(300-500亿),很难继续往上走。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">在这个认知下,<strong>“客研人”要转变为“产品经理”,必须具备以下3个能力——</strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">1)了解宏观大势的能力</span></strong></span><span style="font-size: 16px;">,对整体的社会潮流,包括客群的需求偏好变化的把握和判断</span></section><section style="margin-left: 16px;margin-right: 16px;"><strong><span style="font-size: 16px;color: rgb(0, 122, 170);">2)建立系统的能力</span></strong><span style="font-size: 16px;">,当我们去谈一个产品的时候,我们需要从知识图谱出发,做这些事情的时候,如何去分解,每一点要去做什么内容。</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><img class="rich_pages" data-galleryid="" data-ratio="0.4583333333333333" data-s="300,640" data-src="https://mmbiz.qpic.cn/mmbiz_png/zd226QNNqG4ibgia7TQIofewaq0uTsmokicj1YHH9un5icVPeibXNnsumXwaEEBiaWdVliahvtib3uLJvxYTrNUocE7l1A/640?wx_fmt=png" data-type="png" data-w="1296" style="" /></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="font-size: 16px;">3)将认知落到产品构建的能力</span></strong></span><span style="font-size: 16px;">,当我们看到知识图谱的时候,其实我们脑海里就已经形成“产品雏形”。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;"><br /></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">接下来需要去了解两端——一端是对外,客户的需求是什么;另一端是对内,产品经理了解客研工作的内在逻辑,以及痛点、痒点,从而拉通前台、中台、后台</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="text-align: center;margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">小结</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="color: rgb(0, 122, 170);"><strong><span style="color: rgb(0, 122, 170);font-size: 16px;">房地产的客研专业转向产品经理,核心是把房地产的前中后台打通。</span></strong></span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">然而目前大部分的开发商并没有对他们的后台数据做有效的处理,比如说到访跟成交客户,很少开发商做出很好的输出,</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">第二个中台是各个专业口的讨论,我们缺少一个文件标准和会议流程,这些东西如果能用知识图谱的方式来构建,能很快形成信息化的管控。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">到前台方面,具体的项目操作上,拿地、投资的决策,我们缺少一些对行业、对社会消费趋势大的判断的投入,甚至缺少对产品大趋势判断的投入。</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">&nbsp;</span></section><section style="margin-left: 16px;margin-right: 16px;"><span style="font-size: 16px;">现在各个公司都在轰轰烈烈搞客研,但是举目看去,市面上<span style="font-size: 16px;">50%</span>的楼盘都是90㎡小三房。什么叫产品力?现在就是拼面宽。什么叫有品质?现在就是加成本、上石材。市场上过半的项目都是一样,但他们都在做客研……</span></section><section style="margin-left: 16px;margin-right: 16px;"><br /></section><section data-role="paragraph" style="font-family: -apple-system, BlinkMacSystemFont, &quot;Helvetica Neue&quot;, &quot;PingFang SC&quot;, &quot;Hiragino Sans GB&quot;, &quot;Microsoft YaHei UI&quot;, &quot;Microsoft 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