
顾问原始提供模板-IPD17市场和发布主计划模板.docx
266页说明:本文档的蓝色部分,是每个分标题的展开,请注意.MKT-Temmplatee-00.MMarkett and Launcch plaan(masster)市市场和发布主主计划模板--02.000.00Activitty ID::活动号: Controll Secttion文档控制Versionn版 本Date 日期Change and rreasonn 更 改 及 原原 因By 责任人V1.02001/077/01初版Initiall Verssion融合公司实践经经验Merge wwith 公公司 praacticeeV1.12001/088/16明确、细化对照照模板All morre dettails clariificattions to thhetemplatte双语化模板BilinguualV2.02002-011-17CR:MKT--H-0300-Corrrect tthe naame off Markket Sttrateggy ;CR:MKT--I-0322-Corrrect nname oof Marrket PPlan OOverviiew (PPrevioously Execuutitivve Oveeriew))-Fasttpath;;文字修改 Woord moodify;;Projectt Manaager: _____________________ Projeect: ____________________ 项目经理: ______________________ 项目名名称: _____________________Projectt Phasse / DDecisiion Chheckpooint:项目阶段 / 决策评审点点: X Conceptt 概念 X Developp 开 发 X Launch 发 布 Interimm 临时 X Plan 计划 X Qualifyy 验证 X Life Cyycle 生生命周期Introduuctionn:介绍:The objjectivve of the DDeveloop Marrket aand Laaunch Plan Templlate iis to proviide a singlle souurce ddocumeent foor commmuniccationn of ddetailled sttrateggic annd taccticall planns. TThis ttemplaate coonsistts of a nummber oof secctionss thatt togeether will form the MMarkett and Launcch Plaan. 出台集成产品品开发(IPPD)流程市市场模板的目目的是在推行行和使用提供供IPD流程时时,开展具体体市场活动的的战略层、战战术层和操作作性参考。
作作为唯一的文文档来源,该该模板是由一一些具体的子子模板构成的的,统称为“市场计划与与发布模板”(Markeet andd Launnch Pllan teemplatte)The Marrket PPlan sshouldd be iinitiaated dduringg the Conceept Phhase oof thee IPD proceess annd it becommes onne of the ccomponnents for bbusineess pllan deeveloppment.. At the ssubseuent phasees of the IIPD prrocesss, thee Markket Pllan shhould be uppdatedd and refinned ass infoormatiion iss colllectedd alonng thee proccess. The Markeet Plaan turrns innto thhe Lauunch PPlan tthat ffaciliitatess prodduct aannounncemennt durring tthe Laaunch Phasee. “市场计划与与发布模板”开始于IPDD流程的概念念阶段,并且且它是产品开开发业务计划划的组成部分分,“市场计划与与发布模板”必须在产品品开发的其他他阶段(计划划、开发、验验证阶段)随随着信息的不不断收集和明明确而不断地地进行更新和和修正, 到了产品开开发的发布阶阶段,产品的的市场和发布布计划转化为为实际的操作作 --- 产品发布。
The Marrket aand Laaunch Plan comprrises of diiffereent seectionns lissted iin thee folllowingg listt. Thhe dettails of soome seectionns aree provvided in seeparatte temmplatees as referrred iin thee folllowingg listt. Allthouggh thee finaal Lauunch PPlan wwill cconsisst of all tthe liisted sectiions, diffeerent sectiions, howevver, aare innitiatted att diffferentt phasses off the IPD pprocesss. AAlso nnoted that certaain seectionns shoould bbe upddated throuughoutt the proceess affter ttheir initiiationn. Foor insstancee, durring tthe Coonceptt Phasse a hhigh-llevel Markeet Strrategyy and Goalss is ddevelooped. Howeever, a morre dettailedd Markket Sttrateggy andd Goalls is needeed to substtantiaate thhe dettail pprojecct plaan thaat is requiired ffor thhe Plaan DCPP. Taable 11 provvides an illlustrrationn on tthe reelatioonshipps bettween the ddifferrent MMarkett and Launcch Plaan secctionss and the IIPD prrocesss phasses. “市场计划与与发布模板”由如下的一一系列子模板板构成,虽然然在最后的发发布阶段所有有的子模板的的活动都需完完成,但是不不同子模板的的内容开始于于产品开发的的不同阶段,并并且有些子模模板内容自开开始之后,需需要在后续的的阶段中不断断地更新和完完善。
例如在在概念阶段制制定高层面的的市场目标和和策略,要在在计划阶段进进一步具体细细化成项目计计划,以便计计划DCP会议的的需要表11给出了在IPPD不同阶段段,“市场计划与与发布模板”不同子模板板的对应关系系Sectionn Listting:子模板清单:1. Market Plan Overvview 1.市场计计划总览2. Guide tto Marrket RRequirrementts("Templlate 002. Guuide tto Marrket RRequirrementts.lwpp") This ssectioon doccumentts thee gathheringg of mmarkett requuiremeents ccolleccted ffrom aall thhe diffferennt meaans. If thhe Marrket MManageement proceess iss in pplace,, the outpuut of the MMarkett Manaagemennt proocess will servee as tthe keey inpputs ffor thhis seectionn. Thhe marrket rrequirrementt is iinterppretedd and transslatedd intoo markket reequireement speciificattion tthat sservess as tthe maarket requiiremennt repport ffor prresenttationn purppose. (Notees:Thiis temmplatee provvides guidaance aand exxamplees.Thiis acttual llistinng of markeet rerruiremments,, alonng witth othher offferinng reuiremments from otherr domaains,iis conntaineed in the EE2E Offferinng Reuiremments templlate.))2.市场需求指指导("Templlate 002.Guiide too Markket Reequireementss.lwp"")这部分记录来自自各个途径的的市场需求,请请直接引入“市场需求管管理”子流程的输输出,市场需需求被解释和和翻译为市场场规格,供产产品开发业务务计划使用。
3. Market Strattegy aand Gooals("Templlate 003. Maarket Strattegy aand Gooals.llwp")Market Strattegy aand Gooals iidentiify thhe strrategyy for markeeting the pproducct undder deeveloppment basedd on tthe innputs on thhe marrket rrequirrementt. 3.行销策略和和目标("Templlate 003. Maarket Strattegy aand Gooals.llwp")行销策略和目标标确定产品的的市场策略,以以基于市场需需求来开发产产品Introduuctionn:介绍:The marrket sstrateegy iss a veery immportaant paart off the markeet plaan. IIn thiis secction,, expllanatiions oof howw the produuct offferinng willl be posittionedd in。












