You Need Scene Analysis Besides Operation and Marketing

So far, all successful brand marketing starts from unique products, but what kind of extreme products can truly meet the users’ potential demand.

Demand is in the detail
Marketing is the process making enterprise’s weak relations turn into strong relations.
In the past thousand years, people’s life was simple and satisfying. It seems that eating, wearing, house, and traveling can include all the demands of people.
However, the endless desire of people make more and more products spring up. The product manager take on the responsibility to dig out people’s endless desire and invent products people never seen even think of.

How to solve this problem. Scene analysis is an efficient method.
For example, if we want to hold a public donation, we can use this method. The process is like following. Firstly, find some public donation scenes from daily life, then analyze the real impacting elements, finally recover these elements through network products.

At first, everyone thinks public donations are quite easy. When they gather to share information and brainstorm. They will find the scenes of public donations are quite abundant. They can be small to changes from bank and restaurant, they can also be big for building constructing。Make preparations for these scenes to found a solid foundation. I t can avoid network products become castle in the air. All the problems can be solved and the most important thing is whether you can find the impacting element or not.

Scenes affect behaviors. 
Scene one: you will give your change into the love box if you go to McDonald’s or KFC  when you hold your plates.
So the first impacting element is trust. People are willing to donate based on their trust in McDonald’s and KFC. They believe the money will used in charity campaigns. If they are small restaurants, costumers will think it’s cheating.

Another element is underrate. If the change is 10yuan or 20yuan, the costumers will hesitate. 
The last element is convenience. If it is convenient for them to put their change into their wallet, they will not give out their change either.
Above all, in this scene, the most promotional 3 elements are trust, small change and convenience.
But sometimes, the situation will change too.

Here is another example.
People are playing in the park, they see a stone fish in a tank full of water. The mouth of it is upturned and the bottom of the tank is covered with coins. It is a game and if you put the coin into the water and the coin can drop into the fish mouth, your wish will come true.
In this scene, the element does not include trust. We will not care about what the money will be used for but the fun we enjoy. So the every element is displaced except small change.

The core element in scene analysis
You should describe the scene faithfully. Every scene should be truly recorded. This is the basis of scene analysis. Once there were deviations in the description, the following analysis hardly can be correct.

Turn the impacting element into product language. The impacting element is usually abstract and finding it is a test for managers’ wisdom. 
Everyone uses hundreds kinds of products. They are quite familiar with these products. But you have to contact people with products, you can find the secrets of the design At the same time, it is the difference between the products analysis and scene analysis. Many enterprises do the analysis of products, such as the comparison with rivals. But they stop at the aspect of products self, and they cannot benefit from it a lot 

Actually, all the products are used to interact with people. Regardless of the specific scene, the person’s psychology and the relationship between people, if you only focus on products, you will lose a lot of abundant and precious information so that you will not miss the feather of the products.