#头条创作挑战赛#
Successful product development must be oriented to market demand, driven by demand, create excellent customer value, and provide differentiated and competitive solutions.
However, how to ensure that products are developed for market demand, and that product development is not decoupled from market demand, or even behind closed doors?
解决之道，就是市场管理（Market Management）！
Market management is a systematic and process-based approach to selecting a wide range of market opportunities and developing a set of product plans that are centered on market needs and deliver the best business outcomes.
1. The connection between market management and product development
The essence of IPD's integrated product development process lies in "integration".
It integrates three core business processes:
- Market Management Process: Focus on doing the right thing to ensure that new product development is market-driven and in line with market demand.
- Requirements management process: Focus on requirements collection, requirements analysis, requirements distribution, validation, and fulfillment to ensure that new product development meets customer needs.
- Product development process: Focus on doing things right. It organizes the scattered teams and resources of the enterprise in an orderly manner to complete new product development activities in a standardized and efficient manner.
2 Market management
Market management is a systematic and process-based approach to selecting a wide range of market opportunities and developing a set of product plans that are centered on market needs and deliver the best business outcomes.
There are six steps to market management.
1) Understand the market
Set a vision, mission, and goals.
The vision and mission here is the vision and mission of the product line, and it is the vision and mission at the business level.
2) Market segmentation
Starting from the customer, find the dimension that can segment the customer, segment the market (customer), and then screen the market segment to preliminarily determine the target market segment.
3) Combinatorial analysis
The target market segments are ranked, and the market growth, potential space, profitability, and accessibility are evaluated, and the competitiveness and attractiveness are examined in combination with the SPAN tool.
Review the strategic positioning of each market segment opportunity, conduct competitive and financial analysis (performance analysis), review gap analysis, and finalize the business design.
4) Develop a business plan for the market segment
Collect and evaluate the conclusions of the previous steps (macro analysis, customer analysis, competitive analysis, SWOT analysis, Ansoff matrix analysis, SPAN analysis), develop a brief strategic goal, clarify the value proposition (value proposition) of the market segment, and define the business action plan.
5) Integrate and develop product line planning
Integrate, adjust and optimize all business plans, develop a reasonable investment portfolio, and develop budgets based on the optimized mix, and commit to business plans to ensure that business plans are coordinated with other departments.
6) Manage business plans and evaluate performance
Manage the business plan, evaluate the execution results, and update the business plan as necessary.
3. Marketing management and product planning, training materials
