顾问原始提供模板-IPD17市场和发布主计划模板

说明:本文档的蓝色部分,是每个分标题的展开,请注意.MKT-Template-00.MarketandLaunchplan(master)市场和发布主计划模板-02.00.00ActivityID:活动号：ControlSection文档控制Version版本Date日期Changeandreason更改及原因By责任人V1.02001/07/01初版InitialVersion融合公司实践经验Mergewith公司practiceV1.12001/08/16明确、细化对照模板Allmoredetailsclarificationstothetemplate双语化模板BilingualV2.02002-01-17CR:MKT-H-030-CorrectthenameofMarketStrategy;CR:MKT-I-032-CorrectnameofMarketPlanOverview(PreviouslyExecutitiveOveriew)-Fastpath;文字修改Wordmodify;ProjectManager:__________________Project:_________________项目经理：__________________项目名称：_________________ProjectPhase/DecisionCheckpoint:项目阶段/决策评审点：XConcept概念XDevelop开发XLaunch发布Interim临时XPlan计划XQualify验证XLifeCycle生命周期Introduction:介绍:TheobjectiveoftheDevelopMarketandLaunchPlanTemplateistoprovideasinglesourcedocumentforcommunicationofdetailedstrategicandtacticalplans.ThistemplateconsistsofanumberofsectionsthattogetherwillformtheMarketandLaunchPlan.出台集成产品开发（IPD）流程市场模板的目的是在推行和使用提供IPD流程时，开展具体市场活动的战略层、战术层和操作性参考。作为唯一的文档来源，该模板是由一些具体的子模板构成的，统称为“市场计划与发布模板”（MarketandLaunchPlantemplate）。TheMarketPlanshouldbeinitiatedduringtheConceptPhaseoftheIPDprocessanditbecomesoneofthecomponentsforbusinessplandevelopment.AtthesubsequentphasesoftheIPDprocess,theMarketPlanshouldbeupdatedandrefinedasinformationiscollectedalongtheprocess.TheMarketPlanturnsintotheLaunchPlanthatfacilitatesproductannouncementduringtheLaunchPhase.“市场计划与发布模板”开始于IPD流程的概念阶段，并且它是产品开发业务计划的组成部分，“市场计划与发布模板”必须在产品开发的其他阶段（计划、开发、验证阶段）随着信息的不断收集和明确而不断地进行更新和修正，到了产品开发的发布阶段，产品的市场和发布计划转化为实际的操作---产品发布。TheMarketandLaunchPlancomprisesofdifferentsectionslistedinthefollowinglist.Thedetailsofsomesectionsareprovidedinseparatetemplatesasreferredinthefollowinglist.AlthoughthefinalLaunchPlanwillconsistofallthelistedsections,differentsections,however,areinitiatedatdifferentphasesoftheIPDprocess.Alsonotedthatcertainsectionsshouldbeupdatedthroughouttheprocessaftertheirinitiation.Forinstance,duringtheConceptPhaseahigh-levelMarketStrategyandGoalsisdeveloped.However,amoredetailedMarketStrategyandGoalsisneededtosubstantiatethedetailprojectplanthatisrequiredforthePlanDCP.Table1providesanillustrationontherelationshipsbetweenthedifferentMarketandLaunchPlansectionsandtheIPDprocessphases.“市场计划与发布模板”由如下的一系列子模板构成，虽然在最后的发布阶段所有的子模板的活动都需完成，但是不同子模板的内容开始于产品开发的不同阶段，并且有些子模板内容自开始之后，需要在后续的阶段中不断地更新和完善。例如在概念阶段制定高层面的市场目标和策略，要在计划阶段进一步具体细化成项目计划，以便计划DCP会议的需要。表1给出了在IPD不同阶段，“市场计划与发布模板”不同子模板的对应关系。SectionListing:子模板清单：1.MarketPlanOverview1.市场计划总览2.GuidetoMarketRequirements(Template02.GuidetoMarketRequirements.lwp)Thissectiondocumentsthegatheringofmarketrequirementscollectedfromallthedifferentmeans.IftheMarketManagementprocessisinplace,theoutputoftheMarketManagementprocesswillserveasthekeyinputsforthissection.Themarketrequirementisinterpretedandtranslatedintomarketrequirementspecificationthatservesasthemarketrequirementreportforpresentationpurpose.(Notes:Thistemplateprovidesguidanceandexamples.Thisactuallistingofmarketreruirements,alongwithotherofferingrequirementsfromotherdomains,iscontainedintheE2EOfferingRequirementstemplate.)2.市场需求指导(Template02.GuidetoMarketRequirements.lwp)这部分记录来自各个途径的市场需求，请直接引入“市场需求管理”子流程的输出，市场需求被解释和翻译为市场规格，供产品开发业务计划使用。3.MarketStrategyandGoals(Template03.MarketStrategyandGoals.lwp)MarketStrategyandGoalsidentifythestrategyformarketingtheproductunderdevelopmentbasedontheinputsonthemarketrequirement.3.行销策略和目标(Template03.MarketStrategyandGoals.lwp)行销策略和目标确定产品的市场策略，以基于市场需求来开发产品。Introduction:介绍：Themarketstrategyisaveryimportantpartofthemarketplan.Inthissection,explanationsofhowtheproductofferingwillbepositionedintothemarketplace.Thekeyquestionsthatmustbeansweredinmarketstrategyare:Howdoestheproductofferingfitintothecompetitivemarket?,Whatistheplantogainmarketshareoverthecompetition?,Howwilltheproductofferingbedifferentiatedamongstlikeproducts?,Whatvaluedoestheproductaddtothecustomers?,etc.行销策略是市场计划的一个非常重要的组成部分。该部分会对产品如何在市场中定位做出说明。行销策略必须回答的关键问题有：“怎样使产品适应竞争市场？”，“从竞争对手手中抢夺市场份额的计划是什么样的？”，“与类似产品相比，本产品的卖点在哪里？”，“产品会给客户带来哪些价值？”，等等。Themarketgoalsarethemeasuresthattheproductistargetedtoachieve.Usually,themeasuresarequantifiablesuchasrevenuegenerationandmarketshareincrease.Insomesituation,thegoalscanalsobemorequalitativesuchasimprovecustomerperceptionon公司productsandestablishingthoughtleadershipposition.Withthequalitativegoals,itisimportantalsotoincludethemethodsonwhichthegoalswillbemeasures.行销目标衡量产品目标达到的程度。通常，这种程度被量化为获得收益及增加市场份额。在有些情况下，这种目标也会表现得更加定性化，如提升客户对公司产品的认知程度并在他/她们的心目中建立市场领导的地位。对于定性化的目标，将对目标进行衡量的方法也加进来是很重要的。Instruction:说明：Indevelopingthemarketstrategyandgoals,theteammembersshoulddiscussandcreatetheMarketstrategyandgoalstogetherbasedontheirunderstandingoftheexistingmarketsituation.在制定市场策略和目标时，团队成员要根据他/她们对当前市场情形的了解，一齐讨论和制定行销策略和目标。DuringtheConceptPhase,amarketstrategyandgoalsiscreatedbasedonthemarketrequirement.Duetothefactthatonlypreliminaryinformationisavailableatthisphase,themarketstrategyisonlyaninitialonebasedonavailableinformation.Forthemarketgoals,theteamshouldobtaininputsfromSalesForecast(pleaseseeTemplate09.SalesForecast.lwp).Themarketstrategyandgoalsshoul