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Software vendors play the role of users
Author: Old single
Software companies are based on profit purposes, which is naturally referred to as software companies. As a "businessman" in the economic market, software vendors will continue to communicate with external environments in software production, and in the face of the shape of "Fighting opponents", software vendors will plan their "role-playing" strategy. In the business interaction, we will play with our own or unique play to get our own interests smoothly, and get everyone 's "on the scene". In the multi-player opponents in software business, the most extensive and critical should be the end user of "product". In the "opponent" of the user, the software is a "result" to achieve this result. To make you choose a best profitable approach, let this result confirm the correct or not of your choice. Regrettably, due to the lack of the role, the results of the software merchant get yourself, the results of the software merchants will be sweat and worry.
Throughout the IT industry, the example of the factor in the commercial battlefield is not aware of the exclusive example, here is not a specific expression, only from the perspective of the role of the user, and solves some general analysis, In this way, with our colleagues.
First, the role is played
Software vendors and users, on the surface is a business behavior, but because of its broadness and complexity of content, it is required to have extensive theoretical knowledge, reasonable exchange technology, and unpredictable power. The ability to address the event, etc., the integration of this resource is not an easy task, even if there is such a holistic resource, it is a matter of effective configuration during the work, it is even more difficult to this. Resources are fully utilized during the specific behavior, thinking that it creates actual value.
Software manufacturers are naturally driven by profits, and the final source of profits is naturally users. The interaction between software vendors and users seems to be in the event of profits. However, with the interests and desires of a self, the act of software vendors is only sought for themselves, and the imperial barrier, but not clear where the implementation of the specific action is. That is, due to the error of the starting point, the software vendance actually causes yourself to lose its effective, good behavior ability, so that yourself passively and lost business interests. Therefore, software vendors should calm down, think about where their own mistakes are, what is the way to make work more effective?
I think the software business should first do it, carefully try to figure out, carefully analyze, accurately position, and correctly grasp the essential characteristics, behavioral position of this role, and the entry point with opponents. In this premise, the character can easily join, fully show and play their own acting. "Before the play" essential work, the role played by the software business is full of reality in the actual environment, active, can have active, creative play, make greater value for software vendors.
Second, the role playing
The user is God. This taught people to teach people to have a bit of familiarity. So in addition to the admiration of the top grain, I don't know how to make a big innovation to the user. In this case, the Software's Shuimin is not distressed in the end of the house, and it is difficult to make himself and "God".
Typical examples are IT companies in ERP, CRM categories.
The essence of ERP is not software, but a management idea that is not very constant, belongs to the category of enterprise management process. Software is implementing tools and means for ERP, and the tool itself does not provide standard functions and structures, but is fully supported by information technology. Therefore, the company implements the ERP system, its management objectives, management process management system construction requirements, essentially from the enterprise itself, not software business.
CRM relative to ERP is much smaller on applicable range, just a support system for enterprise marketing links, CRM will be scientific and reasonable with the development and improvement of market environment, trading methods, commercial information processing methods. More importantly, the user's one-on-one marketing strategy and customer demand excavation, in addition to the normative market operations and decision-making mechanisms, more is more user current goals and existing channels, and second to talk about development and Innovation. These basic needs and development expectations are from users, not software vendors. Software manufacturers have a "comprehensive solution provider", with self-righteous information, only "thinking" in the "idea" of unsuccessful system, the "production" of "ideas", and the noise to noise to provoke the burden of corporate reform and innovation. The bubble bubble bubble is passed to cooperate with the company with good desire. The result is that the corresponding system does not play the target effect, and the "creative" "creative" that is proud of the software store has been denying, but the company has lost the word of mouth while letting enterprise users suffer from huge losses. Clear.
If we avoid the Software Man "hype concept", we will look at ERP, when we want to look at ERP, CRM software business, we are not ugly, what they provide is not necessarily suitable for a specific user, or some of the user can Clearly recognize what they want is not such something. So what is the reason for this? I think that the software store does not figure out what roles you are, there is no location, which is not possible to take out products close to the user needs. Otherwise, how can it be deceived from a "product" instead of the user's reform, replace the management model and marketing market with "Tool", with "concept" instead of management system?
If the software is aware of his own starting point, it is still alone, and it is passionate about hype. It may be that software business is not able to grasp their roles, control the situation, or I don't know how I have entered the role.
If ERP, CRM software business is a boss of software, then the mistakes of boss are naturally repeated in other forms of software vendors (especially application software vendors), and this play-up misplaced performance is not known. After the measures, it seems to have a trend of "happy", but this premise is that the audience is willing to be fooled by such crestries.
Third, the role playing
Software vendors who depart from sales profits are often "drawing on" market operations "models of commercial companies, I hope to take a larger profit share with a wide range of" commodities "to market. In addition to being able to make a "selling point" in addition to a more extensive user base. Thus, a "concept" is selected first, and then "plan" on the operation process. The operation focuses on planning, "Product" is second, the key is to let everyone "widely recognize the" concept ", then let the possible users believe that" goods "" product "is strong, and can even complete all users. Things you can't do. Here, software vendors appear in front of the world with the user's product provider or solution provider, although they may have not exposed to substantive specific users, but it seems to have become the savior of users; even though they may not It is clear that a user who faces a heavy crisis really needs, but it is necessary to let users know that their products are a panacea for a hundred disease.
Such software vendors, if they understand what they are doing, then they are surprising to fool users, and then mix the market in order to mix fish; if they don't understand what they are doing, at least their decision makers are the fundamental needs of software products. Source, made a serious unrealistic error choice. Here, the software merchant may be closer to a city of the map, the way, not to ask, methods, and profitability is fundamental.
Most software providers are of course the goal of market demand, and they want to win the market to win the market with substantive work to obtain a full interest. Profit is the center of software companies, this is unless, software manufacturers know that users' demand satisfaction is the source of software merchants, however, software vendors are not independent in the implementation process of profits. User "Adapts to the idea of" all the project, product profits ", with the largest scale requirements, to customize the" product "with the smallest scale, or to strengthen the user" emotional communication " Win the user's "Technical Worship and Work Respect" to make users "act" to reduce the functionality and performance requirements of the system. Here, the software vendor is a role in the creation of a product for their own profit, and is difficult to maintain their own interests in a clumsy approach. The role playing of in-depth research and accurate positioning is not made to audience demand, with the starting point, ignoring the performance of the external reaction, is not to be held. Software vendors play with such roles, the resulting direct result is the user's unrecognizable reason is due to user understanding and technology awakening and its constant adjustment and improvement of expectations. Software business characters can be part of the user's breach of contract and even the lawsuit, can be a businessman who argued for additional costs, which can be a package of labor, which can be a loser of the project, but consistent The result is that it is not guaranteed.
Fourth, the role playing
What is the software store? product! ? This answer is not accurate, it should be the product you really need! ? But this answer is still incomplete, because the user's demand will be updated, but also meet the requirements of user demand, it should be the product that meets all users of all applications? ! "Meet all user application requirements"? It's not to give yourself a disease? Can you do it? Do you still want to pay?
So, still go back to the topic to see this question: What role does the software business play in front of the user?
First we should see that users are not all experts. They generally have some understanding of informationization. For the content of specific information technology, there must be a certain "fear", even the user sometimes builds the information construction or What should I have something you need are very blurred. In this case, the software manufacturer's user needs of the system knows that the system framework that is subjective and the system framework that is subjective and related to the similar system, the application of the software business, the applicability of the future system cannot be guaranteed; at the same time, passive acceptable User "System Needs" is superficial and very easy to change, with the development of development and system aforementioned formation, users "understand", will continue to make changes to the system's "demand". In fact, relative to software vendors, users as "domain experts", their requirements are often beneficial, reasonable, but the system development has caused new work difficulties, sometimes greatly increased development costs. Demand changes come from new discovery of user needs, not from user interest, not only the demand results are not true, but without the actual analysis of the real demand for users, it will not form a response measures for demand changes, and naturally Will not be embodied in a system design. If you have any responsibility, it is not responsible. It is not good to sign a "contract" with your own needs and system scale with your users. Users become the "planned expert" of the application system, so that the implementation of the system has become a common goal of both parties, and software companies are "bundled" together. This combination is formed by software vendors to take the initiative to take the image of "user representative", that is, software vendors first serve "Informatization Server Role", as a communication, information construction method for information, information construction methods Veter, demand summary and system planning ideas, based on informationization, implementation, implementation, etc., based on the informationization of reform and development. In this way, software companies are involved in user operators, allowing users to fully understand and master the basic theory of information technology, while software companies can obtain domain knowledge from users, understand business details, here, software merchants also play "teacher" and Two roles of "Students". This makes the system planning of the software manufacturer, and the two sides are uniformly completed in order to work together, so that the integrity and expansion of the system will be reasonably supported, and the integrity and expansion of the system will be reasonably supported and effectively guaranteed. The result of this makes it greatly improved the efficiency and reliability of the previous planning and post-maintenance work, and ultimately develops software vendors, and the maintenance cost is greatly reduced, and the user's expectations are not satisfied, and the operating cost is significantly reduced. Software business is in the face of a big topic, if you can't provide products as a software vendor, you don't want to give up a market, then do the service of information technology to provide support, but it is not necessary to make yourself. Become a virtual almight-wide expert, such as foreign ERP vendors (not software vendors) have appeared in the image of corporate management consultants to help companies build an ERP system, and choose the appropriate software to complete the configuration of the ERP support environment, not What ERP providers appear in front of the user.
If it is intimately calmly thinking, in fact software business is equivalent to the provider of a commodity, and the user is the consumer of the software provider. As consumers naturally hope that commodities are practical and have high cost performance, and commodity providers naturally hope that their goods are widely favored. Therefore, software vendors should do a good job in "user role", that is, from "User's User", I understand my "product" with the user's perspective, and design "product" function and performance with users. Enable yourself "product" to the user. During the "User Role" playing process, it should be deeply in the user, act as one of them, understand their status quo, to imagine their future, this can easily see "product" more complete composition and requirements Design, produce "products" that take the actual needs of users. The software does have its different characteristics from general commodities, as well as commercial software. First, the most important characteristics are the individuality differences between the software, that is, the needs of different users have different software system functions due to their different industries, operations, operational goals, management system, etc., determine software system functionality, performance. Difference, in the same industry, two users in the same mode, its business needs, operation mode will also be large, so software vendors may provide users with a widely accepted product. Secondly, the general software system has certain expansion and integration requirements of other system products in its life cycle to make it greater utility, and software vendors will develop and maintain work. Along with a whole life cycle. Whether it is a systematic or updated demand, it is from the user, so software companies need to do "user system planner role", and set their own "product" with users 'point of view, with users' needs Plan "Products" personality requirements and maintenance targets to give full play to the "product" submitted to users with its value and extend its work life. Through the "User System Planner Role", intervene in user operation management, the user's interest is fundamental, widely understood the user's current environment, business model, business development direction, etc., find, collect, distinguish short-term basic tasks and long-term Development goals, identify possible business development points and implementations, which can be more practical planning "product" short-term implementation tasks and long-term development goals, providing technical planning for software development.
Although the user aware of a system's upper horse, it involves the work of each business unit, including the work of Wanxu, but does not necessarily make effective work management and organizational cooperation on its system construction work, software vendors accumulate for a long time Engineering organizations can actively require and actively assist users to do their organization, allowing the user to organize, plan, exchange, research work to practice, responsibility to people, with effective organizational management with software vendors Development work. This is to say that software companies have to do "user's organizers role". Due to the user's management mode, the organization has different, which is not necessarily active, and it is not necessarily effective, so the user supports the enthusiasm of the enthusiasm, which has become an integral part of the work content of the software business, which requires solid and effective Work, have to pay a certain effort.
During software development, although the software vendor is analyzed in depth, it is fully planned to make a comprehensive research and formulate countermeasures, and the risk of all possible risks will be prevented, but with the in-depth development process, it is still There are many new problems exposing. Software manufacturers must do to face the crisis, do not avoid difficulties, so that the problem is fully exposed, and strive to make the problem resolve. To make a system is a battle, users are definitely not the enemy of software vendors but the software business's comrades, and the enemy of software vendors and users is the difficulty of completing the system. Software vendors can work with users to work together, but the commanders of this battle are software vendors, software companies have to look at the overall situation, combine, do a good job in "combat order", mobilize all the power that can be mobilized, concentrate Advantageous force, playing a week. In summary, software vendors should appear in front of the user's "home" by the service provider, the user of the user, and the user's interests will be guaranteed by protecting the user's interests.
V. Role plays
Although the software vendor is prepared for the preparation of the comprehensive technical resource storage in a comprehensive technical resource storage, it is not as good as our wish, and the resistance and difficulties except the technology. Come, although this is not the mainstream factor that hinders the development of the software industry, it also makes the software merchants lose their efforts from time to time.
On the first software market, on the one hand, because the customer has a large deviation on the value of the software itself, on the other hand, due to the vicious competition of many software vendors, the pricing of software projects is struggling on the cost line of the standard development, so that Software vendors work in economic benefits, the behavior is too restricted by interest, and it is unable to organize scientific ordered development process. At the same time, a product or a software system project is not all as rational, and there are many dirty things behind us. This often makes technical practitioners can't be self-careful, becoming "theme speculation" or The clown and sacrifices of the "behind the scenes", the empty blood is no door. The standardization of the market and the improvement of the overall informationization level requires the joint efforts of the whole society, pessimism and sigh, the same flow is more unable, it should be seen that at least in the range of its own force can still be used. With the social development, progress, standardization, software merchants' interests and user interests, it will become a strong support for software undertakings.
As the product of the information revolution, there is a brilliant performance on the historical stage for decades, but also a bleak, but today, today, in the face of increasingly expanding and standardized markets, in information construction On the big stage, there will be more role playing opportunities to appear in front of software vendors. As long as the software manufacturer strives to strengthen its performance, it is necessary to grasp the performance skills of the role, it will definitely take the wind.
