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1、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.Market and Launch plan(master)市场和发布主计划模板-02.00.00Activity ID:活动号： Control Section文档控制Version版 本Date 日期Change and reason 更 改 及 原 因By 责任人V1.02001/07/01初版Initial Version融合公司实践经验Merge with 公司 practiceV1.12001/08/16明确、细化对照模板All more details clarifications to thet
2、emplate双语化模板BilingualV2.02002-01-17CR:MKT-H-030-Correct the name of Market Strategy ;CR:MKT-I-032-Correct name of Market Plan Overview (Previously Executitive Overiew)-Fastpath;文字修改 Word modify;Project Manager: _ Project: _ 项目经理： _ 项目名称： _Project Phase / Decision Checkpoint:项目阶段 / 决策评审点： X Concept 概
3、念 X Develop 开 发 X Launch 发 布 Interim 临时 X Plan 计划 X Qualify 验证 X Life Cycle 生命周期Introduction:介绍:The objective of the Develop Market and Launch Plan Template is to provide a single source document for communication of detailed strategic and tactical plans. This template consists of a number of sectio
4、ns that together will form the Market and Launch Plan. 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”（Market and Launch Plan template）。The Market Plan should be initiated during the Concept Phase of the IPD process and it becomes one of the com
5、ponents for business plan development. At the subsequent phases of the IPD process, the Market Plan should be updated and refined as information is collected along the process. The Market Plan turns into the Launch Plan that facilitates product announcement during the Launch Phase.“市场计划与发布模板”开始于IPD流
6、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。The Market and Launch Plan comprises of different sections listed in the following list. The details of some sections are provided in separate templates as referred in the follo
7、wing list. Although the final Launch Plan will consist of all the listed sections, different sections, however, are initiated at different phases of the IPD process. Also noted that certain sections should be updated throughout the process after their initiation. For instance, during the Concept Pha
8、se a high-level Market Strategy and Goals is developed. However, a more detailed Market Strategy and Goals is needed to substantiate the detail project plan that is required for the Plan DCP. Table 1 provides an illustration on the relationships between the different Market and Launch Plan sections
9、and the IPD process phases.“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。Section Listing:子模板清单：1. Market Plan Overview 1.市场计划总览2. Guide to Market Require
10、ments(Template 02. Guide to Market Requirements.lwp) This section documents the gathering of market requirements collected from all the different means. If the Market Management process is in place, the output of the Market Management process will serve as the key inputs for this section. The market
11、 requirement is interpreted and translated into market requirement specification that serves as the market requirement report for presentation purpose. (Notes:This template provides guidance and examples.This actual listing of market reruirements, along with other offering requirements from other do
12、mains,is contained in the E2E Offering Requirements template.)2.市场需求指导(Template 02.Guide to Market Requirements.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. Market Strategy and Goals(Template 03. Market Strategy and Goals.lwp)Market Strategy and Goals identify the strategy
13、 for marketing the product under development based on the inputs on the market requirement. 3.行销策略和目标(Template 03. Market Strategy and Goals.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：The market strategy is a very important part of the market plan. In this section, explanations of how the pro
14、duct offering will be positioned into the marketplace. The key questions that must be answered in market strategy are: How does the product offering fit into the competitive market?, What is the plan to gain market share over the competition?, How will the product offering be differentiated amongst
15、like products?, What value does the product add to the customers?, 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。The market goals are the measures that the product is targeted to achieve. Usually, the measures are quantifiable such as revenue generation and market share increase. In some situation, the goals can also be more qualitative such as imp
