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《中臺(tái)產(chǎn)品經(jīng)理寶典：從業(yè)務(wù)建模到中臺(tái)設(shè)計(jì)全攻略》從中臺(tái)產(chǎn)品經(jīng)理視角出發(fā)來解讀中臺(tái)的概念與功能，以講述如何設(shè)計(jì)中臺(tái)產(chǎn)品為核心。

圖書目錄

第一篇 起源：中臺(tái)戰(zhàn)略的前世今生

第1 章互聯(lián)網(wǎng)顛覆變革的出現(xiàn)........................................................................ 2

1.1 互聯(lián)網(wǎng)的上半場(chǎng)與下半場(chǎng) ..........................................................................3

1.1.1 產(chǎn)業(yè)發(fā)展視角：產(chǎn)業(yè)基本發(fā)展規(guī)律 .............................................. 4

1.1.2 產(chǎn)品迭代視角：[產(chǎn)品生命周期]...................................................... 8

1.1.3 互聯(lián)網(wǎng)分界線出現(xiàn)的原因 ............................................................. 11

1.2 互聯(lián)網(wǎng)上半場(chǎng)明星：前后臺(tái)業(yè)務(wù)模式 .................................................... 12

1.3 互聯(lián)網(wǎng)下半場(chǎng)業(yè)務(wù)模式特征.................................................................... 15

1.3.1 特征1：以企業(yè)服務(wù)為業(yè)務(wù)核心對(duì)象......................................... 15

1.3.2 特征2：渠道中間商的新價(jià)值 .....................................................17

1.3.3 特征3：千人千面的業(yè)務(wù)............................................................. 18

本章總結(jié).............................................................................................................21

第二篇 剖析：中臺(tái)到底是什么

第2 章為創(chuàng)新而生：中臺(tái)戰(zhàn)略...................................................................... 23

2.1 中臺(tái)規(guī)模化元年........................................................................................24

2.2 下半場(chǎng)對(duì)原研發(fā)模式的考驗(yàn) ....................................................................25

2.2.1 前后臺(tái)模式的根本弊病 ................................................................ 26

2.2.2 前后臺(tái)模式下的發(fā)展瓶頸 ............................................................ 30

2.3 揭開中臺(tái)神秘的面紗 ................................................................................32

2.3.1 通過一個(gè)做菜案例讀懂中臺(tái) ........................................................ 32

2.3.2 中臺(tái)解決方案的完整定義 ............................................................ 35

2.4 中臺(tái)解決方案的威力 ................................................................................38

本章總結(jié).............................................................................................................44

第3 章中臺(tái)化浪潮........................................................................................46

3.1 中臺(tái)與產(chǎn)品微服務(wù)略吨、SaaS 的區(qū)別........................................................... 47

3.1.1 產(chǎn)品微服務(wù)....................................................................................47

3.1.2 SaaS................................................................................................49

3.2 什么企業(yè)需要中臺(tái)....................................................................................50

3.3 中臺(tái)產(chǎn)品的發(fā)展趨勢(shì)................................................................................53

3.3.1 Supercell：國(guó)內(nèi)中臺(tái)概念的啟蒙導(dǎo)師 ......................................... 53

3.3.2 國(guó)內(nèi)中臺(tái)先驅(qū)者：[阿里巴巴集團(tuán)]“小前臺(tái)+大中臺(tái)” .............. 55

3.3.3 另一個(gè)巨頭：騰訊的中臺(tái)化歷程 ................................................ 58

3.4 中臺(tái)產(chǎn)品的發(fā)展與演進(jìn) ............................................................................61

3.5 中臺(tái)產(chǎn)品的正確分類................................................................................63

本章總結(jié).............................................................................................................65

第4 章C 端與B 端各需要什么樣的中臺(tái) ....................................................... 67

4.1 互聯(lián)網(wǎng)下半場(chǎng)的C 端業(yè)務(wù)........................................................................68

4.1.1 互聯(lián)網(wǎng)增長(zhǎng)動(dòng)力模型.................................................................... 68

4.1.2 流量紅利衰退后的新發(fā)展趨勢(shì) .................................................... 71

4.2 B 端業(yè)務(wù)復(fù)雜多變的共性.........................................................................75

4.2.1 B 端產(chǎn)品商業(yè)化中的兩個(gè)誤區(qū) ..................................................... 77

4.2.2 B 端產(chǎn)品的評(píng)價(jià)指標(biāo) ............................................................. 78

4.2.3 高昂的B 端產(chǎn)品MVP 嘗試 ......................................................... 80

本章總結(jié).............................................................................................................83

第三篇 實(shí)戰(zhàn)：中臺(tái)體系設(shè)計(jì)精髓

第5 章中臺(tái)全局建設(shè)路徑概覽...................................................................... 86

5.1 市場(chǎng)宏觀認(rèn)知............................................................................................88

5.2 企業(yè)標(biāo)準(zhǔn)化 ................................................................................................90

5.3 解決方案設(shè)計(jì)............................................................................................91

本章總結(jié).............................................................................................................93

第6 章宏觀市場(chǎng)探查....................................................................................94

6.1 宏觀市場(chǎng)分析............................................................................................95

6.1.1 宏觀市場(chǎng)定義................................................................................95

6.1.2 中臺(tái)出發(fā)點(diǎn)....................................................................................96

6.1.3 宏觀市場(chǎng)分析通用框架 ................................................................ 97

6.2 企業(yè)產(chǎn)業(yè)鏈分析........................................................................................98

6.2.1 預(yù)判企業(yè)業(yè)務(wù)發(fā)展方向 .............................................................. 100

6.2.2 宏觀市場(chǎng)分析經(jīng)驗(yàn)技巧 .............................................................. 103

6.3 企業(yè)商業(yè)模式探尋..................................................................................104

6.3.1 商業(yè)模式分析工具...................................................................... 105

6.3.2 商業(yè)模式分析案例 ......................................................................108

6.4 中臺(tái)用戶研究...........................................................................................111

6.4.1 中臺(tái)用戶研究方法 .......................................................................111

6.4.2 中臺(tái)用戶研究行動(dòng)點(diǎn) ...................................................................113

6.4.3 中臺(tái)用戶訪談全流程紀(jì)實(shí) ........................................................... 114

本章總結(jié)............................................................................................................116

第7 章預(yù)建：業(yè)務(wù)標(biāo)準(zhǔn)化........................................................................... 117

7.1 組織結(jié)構(gòu)的中臺(tái)化改造........................................................................... 118

7.2 業(yè)務(wù)流程的中臺(tái)化改造 ..........................................................................121

7.2.1 業(yè)務(wù)抽象歸類..............................................................................121

7.2.2 業(yè)務(wù)程序化..................................................................................123

7.3 業(yè)務(wù)線的核心公式..................................................................................125

本章總結(jié)...........................................................................................................128

第8 章設(shè)計(jì)成功中臺(tái)產(chǎn)品的核心原則 .........................................................129

8.1 原則1：獨(dú)立的中臺(tái)研發(fā)團(tuán)隊(duì)............................................................... 130

8.2 原則2：中臺(tái)建設(shè)需求邊界管理 ...........................................................133

8.2.1 業(yè)務(wù)需求與數(shù)據(jù)需求的邊界 ...................................................... 134

8.2.2 中臺(tái)需求分析邊界定義 .............................................................. 135

本章總結(jié)...........................................................................................................136

第9 章現(xiàn)有業(yè)務(wù)的能力抽象 ........................................................................138

9.1 中臺(tái)業(yè)務(wù)場(chǎng)景分析..................................................................................139

9.2 業(yè)務(wù)中臺(tái)化抽象 ......................................................................................149

9.3 案例：地圖應(yīng)用抽象..............................................................................152

9.4 中臺(tái)方案框架 ..........................................................................................155

本章總結(jié)...........................................................................................................159

第10 章業(yè)務(wù)中臺(tái)從0 到1 建設(shè)路徑...........................................................160

10.1 企業(yè)架構(gòu) ................................................................................................161

10.1.1 企業(yè)架構(gòu)的定義........................................................................ 161

10.1.2 企業(yè)架構(gòu)的作用 ........................................................................163

10.1.3 企業(yè)架構(gòu)與中臺(tái) ........................................................................164

10.2 業(yè)務(wù)中臺(tái)建設(shè)的啟動(dòng)............................................................................164

10.2.1 建設(shè)模式選擇 ............................................................................164

10.2.2 中臺(tái)用戶優(yōu)先級(jí)........................................................................ 165

10.3 業(yè)務(wù)中臺(tái)建設(shè)路徑................................................................................167

10.3.1 公司全景功能地圖 ....................................................................167

10.3.2 核心業(yè)務(wù)流程抽象.................................................................... 170

10.3.3 企業(yè)級(jí)數(shù)據(jù)模型搭建 ................................................................175

10.3.4 業(yè)務(wù)中臺(tái)中間件研發(fā) ................................................................180

10.3.5 對(duì)接后臺(tái)業(yè)務(wù)系統(tǒng).................................................................... 182

10.3.6 業(yè)務(wù)中臺(tái)的最終架構(gòu) ................................................................184

10.3.7 業(yè)務(wù)中臺(tái)需求管理 ....................................................................185

10.3.8 業(yè)務(wù)中臺(tái)路線圖 ........................................................................188

10.4 業(yè)務(wù)中臺(tái)建設(shè)KPI.................................................................................189

10.4.1 指標(biāo)1：模塊復(fù)用率................................................................. 189

10.4.2 指標(biāo)2：業(yè)務(wù)開發(fā)TTM............................................................ 190

本章總結(jié)...........................................................................................................191

第11 章企業(yè)業(yè)務(wù)指南針：數(shù)據(jù)中臺(tái)設(shè)計(jì)實(shí)戰(zhàn)............................................. 192

11.1 戰(zhàn)略目標(biāo) ................................................................................................197

11.1.1 數(shù)據(jù)中臺(tái)建設(shè)總思路 ................................................................197

11.1.2 選擇一個(gè)合格的北極星指標(biāo) .................................................... 199

11.2 階段目標(biāo) ................................................................................................201

11.2.1 統(tǒng)計(jì)數(shù)據(jù) ....................................................................................201

11.2.2 事件分析 ....................................................................................206

11.3 執(zhí)行戰(zhàn)術(shù)................................................................................................207

11.3.1 生命周期分析............................................................................207

11.3.2 活動(dòng)單元分析 ............................................................................209

11.3.3 用戶態(tài)勢(shì)分析 ............................................................................214

11.3.4 數(shù)據(jù)分析結(jié)論 ............................................................................215

11.3.5 通用數(shù)據(jù)模型與指標(biāo) ................................................................217

11.4 數(shù)據(jù)中臺(tái)1.0 架構(gòu)設(shè)計(jì) .........................................................................227

11.5 數(shù)據(jù)中臺(tái)2.0 架構(gòu)設(shè)計(jì)......................................................................... 228

11.5.1 數(shù)據(jù)源擴(kuò)充................................................................................230

11.5.2 內(nèi)部體系打通............................................................................231

11.5.3 建立參考系 ................................................................................237

11.5.4 輸出多樣化 ................................................................................238

本章總結(jié)...........................................................................................................239

第12 章技術(shù)中臺(tái)實(shí)戰(zhàn)設(shè)計(jì)......................................................................... 241

12.1 技術(shù)中臺(tái)體系架構(gòu)................................................................................242

12.2 技術(shù)中臺(tái)的原理....................................................................................244

12.3 如何搭建技術(shù)中臺(tái) ................................................................................246

12.3.1 SOA............................................................................................246

12.3.2 核心：微服務(wù)............................................................................249

12.3.3 技術(shù)中臺(tái)的并入........................................................................ 252

本章總結(jié) ...........................................................................................................254

后記 優(yōu)秀的產(chǎn)品經(jīng)理究竟是什么樣的一群人 ............................................... 255

產(chǎn)品人的通關(guān)之路：M-P 能力模型 ............................................................... 256

優(yōu)秀的產(chǎn)品經(jīng)理優(yōu)秀在什么地方................................................................... 260