顾问原始提供模板-IPD17市场和发布主计划模板

1、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 de

2、ttails 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：

3、 _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 commmun

4、iccationn 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”（Marke

5、et 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 ssubseqquent phasees of the IIPD prrocesss, thee Markket Pllan shhould be uppdatedd and

6、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

7、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 Lauun

8、ch 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 Coonc

9、eptt 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 bett

10、ween 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

11、发布模板”不同子模板板的对应关系系。Sectionn Listting:子模板清单：Market Plan Overvview 1.市场计计划总览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 MM

12、anageement 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

13、ffor prresenttationn purppose. (Notees:Thiis temmplatee provvides guidaance aand exxamplees.Thiis acttual llistinng of markeet rerruiremments, alonng witth othher offferinng reqquiremments from otherr domaains,iis conntaineed in the EE2E Offferinng Reqquiremments templlate.)2.市场需求指指导(Templlate 002.G

14、uiide 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。Market Strattegy aand Gooals(Templlate 003. Maarket Strattegy aand Gooals.llwp)Market Strattegy aand Gooals iidentiify thhe strrategyy for markeeting the pproducct undder deeveloppment ba

15、sedd 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

16、offferinng willl be posittionedd intoo the markeetplacce. TThe keey queestionns thaat musst be answeered iin marrket sstrateegy arre: How ddoes tthe prroductt offeering fit iinto tthe coompetiitive markeet?, Whatt is tthe pllan too gainn markket shhare oover tthe coompetiition?, HHow wiill thhe proo

17、duct offerring bbe diffferenntiateed amoongst like produucts?, Whhat vaalue ddoes tthe prroductt add to thhe cusstomerrs?, etc. 行销策略略是市场计划划的一个非常常重要的组成成部分。该部部分会对产品品如何在市场场中定位做出出说明。行销销策略必须回回答的关键问问题有：“怎样使产品品适应竞争市市场？”，“从竞争对手手手中抢夺市市场份额的计计划是什么样样的？”，“与类似产品品相比，本产产品的卖点在在哪里？”，“产品会给客客户带来哪些些价值？”，等等。The marrket g

18、goals are tthe meeasurees thaat thee prodduct iis tarrgetedd to aachievve. UUsuallly, thhe meaasuress are quanttifiabble suuch ass reveenue ggeneraation and mmarkett sharre inccreasee. Inn somee situuationn, thee goalls cann alsoo be mmore qqualittativee suchh as iimprovve cusstomerr percceptioon on

19、 公司 prroductts andd estaablishhing tthoughht leaadershhip poositioon. WWith tthe quualitaative goalss, it is immportaant allso too incllude tthe meethodss on wwhich the ggoals will be meeasurees. 行销目标标衡量产品目目标达到的程程度。通常，这这种程度被量量化为获得收收益及增加市市场份额。在在有些情况下下，这种目标标也会表现得得更加定性化化，如提升客客户对公司产产品的认知程程度并在他/她们的心目目中建立

20、市场场领导的地位位。对于定性性化的目标，将将对目标进行行衡量的方法法也加进来是是很重要的。 Instrucction:说明：In deveelopinng thee markket sttrateggy andd goalls, thhe teaam memmbersshoulld disscuss and ccreatee the Markeet strrategyy and goalss togeether basedd on ttheir underrstandding oof thee exissting markeet sittuatioon. 在制定市市场策略和目目标时，团队队成员

21、要根据据他/她们对当前前市场情形的的了解，一齐齐讨论和制定定行销策略和和目标。During the CConceppt Phaase, aa markket sttrateggy andd goalls is creatted baased oon thee markket reequireement. Duee to tthe faact thhat onnly prrelimiinary inforrmatioon is availlable at thhis phhase, the mmarkett straategy is onnly ann inittial oone baased

22、oon avaailablle infformattion. For the mmarkett goalls, thhe teaam shoould oobtainn inpuuts frrom Saales FForecaast (ppleasee see Tempplate 09. SSales Foreccast.llwp). Thee markket sttrateggy andd goalls shoould bbe upddated throuugh ouut thee IPD proceess ass moree and new iinformmationn is ccollec

23、cted. 在概念阶阶段，行销策策略和目标是是根据市场需需求制定的。因因为在此阶段段只能获得一一些初步的信信息，所以此此时的市场策策略只是基于于已有信息的的初始策略。对对于行销目标标，要从销售售预测（请见见“IPD-AAL-2000104022-09 TTemplaate 099. 销售预预测.lwpp”）中获得输输入。在整个个IPD流程中中，随着收集集的新信息不不断增加，要要对市场策略略和目标进行行更新。During the PPlan PPhase, the team shoulld takke intto connsiderrationn otheer secctionss of tth

24、e Maarket Plan in uppdatinng thee markket sttrateggy andd goalls. SSectioons suuch ass Markket Ennvironnment, Prodduct OOverviiew annd Possitionning, Segmeent Prrofilee and Targeet Marrket, Compeetitivve Anaalysiss and Priciing Sttrateggy proovide addittionall inpuuts too the markeet sttrateggy andd

25、 goalls deffined in thhe Conncept Phasee. Thhe infformattion aalso hhelps to vaalidatte thee straategy and ggoals. 在计划阶阶段，团队要要考虑市场计计划的其他部部分，对市场场策略和目标标进行升级。市市场环境，产产品概述和定定位，市场细细分简介和目目标市场，竞竞争对手分析析和定价策略略都为在概念念阶段定义的的市场策略和和目标提供了了更多的输入入。这些信息息同时也有助助于验证行销销策略和目标标。In desiigningg the Launcch Plaan durring tthe

26、Quualifyy Phasse, thhe marrket sstrateegy annd goaals drrive tthe deesign of thhe Lauunch PPlan. The launcch strrategyy is ddesignned baased oon thee markket sttrateggy andd goalls. BBased on thhe marrket sstrateegy annd goaals, tthe laaunch activvitiess and delivverablles arre dessignedd to aachiev

27、ve thee straategy and ggoals. 在验证阶阶段设计发布布计划时，市市场策略和目目标对发布计计划的设计具具有驱动作用用。发布策略略的设计是基基于市场策略略和目标的。根根据市场策略略和目标设计计的发布活动动和交付件是是为了实现这这些策略和目目标。In deteerminiing thhe marrket sstrateegy, tthe teeam shhould consiider tthe foollowiing quuestioons:在确定行销策略略时，团队要要考虑以下问问题：How do you pproperrly poositioon offferinggs

28、 witthin ccompettitivee markketplaace?1、如何在竞争争市场正确定定位产品？What vaalue ddoes tthe prroductt add to thhe cusstomerrs?From teechniccal peerspecctive:From beenefitt/valuue perrspecttive:From atttractting nnew cuustomeer perrspecttive:2、产品给客户户带来了哪些些价值？ 从技术的的角度： 从收益的角角度： 从吸引客户户的角度：How willl thee prodduct bb

29、e diffferenntiateed amoongst like produucts? (refeer to the ddetaill infoormatiion coontainned inn the Produuct ovvervieew & PPositiioningg tempplate)3、与类似产品品相比，如何何体现该产品品的卖点？(请参考产品品概述和定位位模板详细内内容）How to leverrage tthe neew prooductss for compeetitivve advvantagge? (referr to tthe deetail inforrmatioo

30、n conntaineed in the CCompettitivee Anallysis templlate)4、如何充分利利用新产品取取得竞争性优优势？（请参参考竞争对手手分析模板详详细内容）How willl thee prodduct ppositiion wiithin existting 公公司 prooduct portffolio? 5、该产品在公公司现有的产产品组合中如如何定位？What maarketss willl the produuct foocusess on? 6、该产品将重重点针对哪些些市场？What iss the plan to gaain maarket

31、sharee overr the compeetitioon? 7、从竞争对手手那里争夺市市场份额的计计划是什么？Will 公司司 impllementt focuused ddemandd geneeratioon tacctics for eeach ttargett segmments?Based oon thee targget maarket strattegy:Productt straategy (adveertisiing, eexhibiition, prommotionn)Competiitive strattegy (definne diffferennt commpet

32、ittive sstrateegy baased oon diffferennt commpetittors aand diiffereent maarket regioons)Businesss strrategyy 8、公司是否会会分别对每个个目标细分市市场实行特定定的需求生成成策略？ 针针对目标市场场的策略： 产品品策略（广告告、展览、宣宣传、推广） 竞争争策略 （针对不同同的竞争对手手和不同的区区域市场，制制定不同的竞竞争策略） 商务务策略What chhannells willl be used to seell annd disstribuute thhe prooduct?Dir

33、ect salessChannellPartnerrship 9、将使用哪哪些渠道对产产品进行销售售和分销？ 直销平平台 分销渠渠道 合作销售What iss the saless targget?Target markeet:Sales ttargett:Segmentted TaargetYear xxxYear xxxYear xxxYear xxxTarget Markeet 1Sales rrevenuueMarket ShareeTarget Markeet nSales rrevenuueMarket Sharee Strattegic targeet: 10、行销目目标 市场目

34、标： 销销售目标：细分目标xxxx年xxxx年xxxx年合计目标市场1销售收入市场份额目标市场n销售收入市场份额总体市场销售收入市场份额 战略略目标： Examplees例子The folllowinngs arre somme exaample stateementss for markeet strrategyy and goalss. Thhe exaampless are for iillusttratioon purrpose only. Thee marrket SStrateegy annd Goaals seectionn shouuld coontainn stattemen

35、tts thaat covver moost off the questtions stateed aboove.下面是市场策略略和目标的一一些例子。这这些例子仅供供说明和参考考。市场策略略和目标部分分应该包括上上述的大部分分问题。It is ppropossed thhat Prroductt X wiill coompetee in ttwo diiffereent maarketpplacess. Itt is iintendded too comppete iin thee PC sspace with Pentiium baased mmachinnes ruunningg NT.

36、It iis alsso inttendedd to ccompette in the wworksttationn spacce witth commpetittors wworksttationns.X产品将在两个个不同的市场场进行竞争。在在PC机市场它它将与安装NNT的奔腾机机竞争。另外外，它还将在在工作站市场场上与竞争对对手的工作站站竞争。Workstaation Brandd - Prroductts willl be markeeted bby thee salees reppresenntativves ass buiilt too ordeer annd tarrgetedd

37、for the eentry-levell highh perfformannce woorkstaation markeet. TThis pproducct is not iintendded too be uused aas a sserverr. Sttandarrd fullfillmment pproceddures applyy. Thhe 1 yyear oon-sitte warrrantyy is propoosed.工作站品牌销售代表将将以“按订单制造造”的方式销售售，目标定在在低端高性能能工作站市场场。本产品不不准备用作服服务器。遵照照规范的订单单履行程序。建建议提供一

38、年年的上门维修修。PC Brannd - PProduccts wiill bee markketed throuugh thhe IBMM PC ccompanny chaannelss as builtt to pplan and ttargetted foor thee higgh endd PC cliennt marrket. A thhree yyear wwarrannty iss propposed.PC 品牌通过IBM PC公司的的销售渠道，以以“按计划制造造”的方式销售售，目标定位位在“高端” PC 客户户机市场。建建议提供3年保修期。Implemeent foocused

39、d demaand geenerattion ttacticcs forr eachh targget seegmentts针对每个目标细细分市场，实实施特定的需需求生成策略略Enterprrise - 2nd Half企业下半年年Mid-marrket - 2nd Quartter中端市场第第二季度Servicee Provviderss - inntegraate wiith SPP teamm服务提供商与SP小组结合合Leveragge neww prodduct ffeaturres, iincludding DDoC, ee-Caree, DM serviices ffor coom

40、petiitive advanntage充分利用DoCC、E-Carre 和DM服务等特特性来取得竞竞争优势。Marketiing gooals:行销目标：Deliverr $2477M revvenue ($xx in 20001)实现收入$2447百万（20001年$xx）Achievee 9.5% sharre (xxx% in 2001)获得9.5%的的份额（20001年xx%）Establiish miind shhare/tthoughht leaadershhip poositioon建立客户潜意识识中的份额/心目中的领领导地位 validatte thrrough custoo

41、mer ssurveyys, prress aand coonsulttant rreviewws通过客户调查，新新闻媒体和顾顾问评审进行行验证Win oveer Commpetittor XXXX in YYY mmarkett by 22Q到第二个季度结结束时，在YYYY市场领领先XXX竞争对对手Market Envirronmennt(Templlate 004. Maarket Envirronmennt.lwpp)The Marrket EEnviroonmentt secttion pproviddes a generral deescripption of thhe commpe

42、tittive eenviroonmentt. Maarket envirronmennt is diffeerent from compeetitivve anaalysiss (seee beloow) ass it iis onlly a nnarrattive ddescriiptionn of tthe ennvironnment. Thiis secction shoulld staate thhe prooducts vallue prroposiition in thhe marrket pplace. 4.市场环境(Templlate 004. Maarket Envirro

43、nmennt.lwpp)市场环境给出整整个市场竞争争性的整体性性描述，市场场环境不同于于竞争性分析析在于 他侧重于对对环境的描述述和产品在市市场上的价值值定位。Introduuctionn:介绍：The Marrket EEnviroonmentt secttion pproviddes a generral deescripption of thhe commpetittive eenviroonmentt. Maarket envirronmennt is diffeerent from Compeetitivve Anaalysiss (pleease ssee TTemplaate 0

44、77. Commpetittive AAnalyssis.lwwp) aas it is onnly a narraative descrriptioon of the eenviroonmentt. Thhe majjor foocus oof marrket eenviroonmentt is oon thee trennds annd devvelopmment oof commpetittive mmarkettplacee. Inn addiition, thiss secttion sshouldd statte thee prodductss valuue proopositti

45、on iin thee markketplaace. 市场环境境部分对竞争争环境做了概概要的描述。市市场环境不同同于竞争对手手分析（请见见“IPD-AAL-2000104022-07 TTemplaate 077. 竞争对对手分析.llwp”)，因为它只只是对市场环环境进行叙述述式的描述。市市场环境关注注的重点在竞竞争对手市场场的趋势和发发展。除此之之外，该部分分也要说明产产品在市场上上的价值。Instrucction:说明：The marrket eenviroonmentt provvides the aaudiennces wwith aan oveervieww of tthe maa

46、rket and hhow thhe prooduct can ccompette in the mmarkettplacee by ccreatiing vaalue tto thee custtomerss. Thhe marrket eenviroonmentt shouuld bee artiiculatted duuring the CConceppt Phaase whhen deevelopping tthe Maarket Plan. Thiis Marrket EEnviroonmentt Secttion sshouldd be uupdateed durring tthe

47、 Pllan annd Quaalify Phasee as cchangees in the mmarkett enviironmeent iss likeely too occuur thrrough out tthe prrocesss. Thhe chaanges may hhave ssignifficantt impaact onn the produuct deeveloppment. Forr insttance, if aa comppetitoor annnouncee a neew prooduct durinng thee Deveelop PPhase of thhe

48、 prooduct. Thee comppetitoors nnew prroductt is aable tto bettter mmeet tthe cuustomeer wannts annd neeeds thhat thhe prooduct underr deveelopmeent byy 公司. In tthe caase, tthe deecisioon forr conttinuinng thee prodduct ddeveloopmentt willl needd to bbe recconsiddered. 市场环境境模板向读者者介绍了整个个市场的情况况以及产品如如何通

49、过为客客户创造价值值，在市场中中获得竞争地地位。在计划划阶段制定市市场计划时，要要对市场环境境进行清楚的的说明。在验验证阶段要对对市场环境部部分进行更新新，因为在开开发阶段市场场环境很可能能会发生变化化。这些变化化可能会对产产品的开发产产生重大的影影响。例如：竞争对手在在产品的开发发阶段发布一一种新的产品品。而竞争对对手的新产品品能够比公司司正在开发的的产品更好地地满足客户的的需求。在这这种情况下，就就需要重新考考虑是否继续续产品的开发发。The folllowinng suppportiing acctivitties ccan alllow tthe teeam too bettter f

50、oollow the cchangee in mmarkett enviironmeent:Performm markket reesearcches tto maiintainn awarrenesss of cchangees in the mmarkettplacee throough:Readingg tradde jouurnalss, newwspapeer, maagazinne andd so oonSubscriibing to neews seerviceesAttendiing coonfereence aand seeminarrMaintaiin reggular m

51、eetiing wiith reepreseentatiives ffrom ccustommers tto undderstaand trrend aand deeveloppment in thhe marrketpllaceConsideer hirring aa markket reesearcch firrm to perfoorm a studyy on tthe coompetiitorsBased oon 公司 curreent siituatiion, tthe teeam caan obttain iinformmationn on tthese activvitiess

52、by rrefereencingg the monthhly/quuarterrly reeportss fromm the produuct liine maarketiing deepartmment (incluude swwitch netwoork buusinesss deppartmeent), domesstic/rregionnal saales oofficees, innternaationaal salles offficess, etcc. 如以下的支撑活活动可以及时时获取市场环环境的变化： 1、从从事市场调查查以保持跟踪踪市场变化的的意识 a.阅读商业期期刊、报刊、

53、杂杂志等 b.订购专业化化信息服务 c.参加学术交交流会、研讨讨会 2、与与客户代表保保持正式会议议以保证了解解市场趋势和和发展 3、考考虑雇佣市场场调查公司展展开对竞争对对手的调查、分分析 根据我司司实际情况，这这部分工作可可参考产品行行销部（含交交换事业部产产品部）、系系统部、国际际营销部等部部门月（季）度度报告。In conssideriing thhe marrket eenviroonmentt, sevveral factoors shhould be adddresssed:What iss the technnologyy trennd andd deveelopmeent?A

54、ny othher maarket trendds, e.g., pprice movemment, increease rrequirrementt on RRAS? 在考虑市场环境境的时候，要要考虑几个因因素：技术的趋势和发发展方向是什什么？任何其他市场趋趋势，如：是是否有价格变变化，对RAAS更多的需需求？Market Envirronmennt:What iss the produuct:Productt desccriptiion:Productt valuue prooposittion iin thee markketMarket capaccity eestimaationRe

55、fer tto Commpetittive AAnalyssis teemplatte forr detaails oon thee comppetitiive ennvironnementt.市场环境：什么是产品：产品概述：产品在市场上的的价值：市场容量评估：参考竞争对手分分析模板中竞竞争对手环境境详细内容部部分。Based oon thee markket ennvironnment, the team shoulld ideentifyy the potenntial valuee proppositiions ffor thhe prooduct. Keyy quesstionss t

56、o cconsidder arre:What iss the valuee of tthe prroductt in tthe maarketpplace?What arre thee custtomerss wantts andd needds thaat thee prodduct ssatisffying?Are theere anny cusstomerrs wannts annd neeeds thhat arre nott meett by ccompettitorss prooductss?Are theere anny cusstomerrs wannts annd neeed

57、s thhat caan be betteer mett by tthe prroductt thann by ccompettitorss prooductss?How is the pproducct goiing too be ccompetted onn? Priice? NNew Teechnollogy? Perfoormancce? 根据市场环境境，团队应该该明确产品潜潜在的价值。需需要考虑的主主要问题有：产品在市场中对对客户的价值值是什么？产品可以满足客客户的哪些需需求？是否有竞争对手手产品没有满满足的需求？是否我司产品和和竞争对手产产品相比可以以更好地满足足客户需求？焈产品将

58、如何何进行竞争？价格？新技技术？性能？ Productt poteentiall valuue asssessmeent:产品潜在价值评评价：Productt Namee:What iss the valuee of tthe prroductt in tthe maarketpplace?What arre thee custtomerss wantts andd needds thaat thee prodduct ssatisffying?Are theere anny cusstomerrs wannts annd neeeds thhat arre nott meett by cco

59、mpettitorss prooductss?Are theere anny cusstomerrs wannts annd neeeds thhat caan be betteer mett by tthe prroductt thann by ccompettitorss prooductss?How is the pproducct goiing too be ccompetted onn? Priice? NNew Teechnollogy? Perfoormancce?什么产品： 产品在市场中的的价值是什么么？产品可以满足客客户的哪些需需求？是否有竞争对手手产品没有满满足的需求？是否

60、我司产品，可可以比竞争对对手产品更好好地满足客户户需求？产品将如何进行行竞争？价格格？新技术？性能？ExampleesThe folllowinngs arre somme exaample for mmarkett enviironmeent annd itss corrresponnding valuee proppositiion(s). Thhe exaampless are for iillusttratioon purrpose only. Thee Markket Ennvironnment sectiion shhould answeer mosst of the qquest