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姓 名： 郭丽芬071001110 （组长）
涂惟勋 071001628
刘建辉 071001422
苏世富071001128（教改班）
学 院： 管理学院
专 业： 市场营销
年 级： 10级
指导教师： 王志玮
成 绩：
评 语：
指导教师： （签名）
目录
1.企业现状·································································3
1.1企业背景简介···························································3
1.2公司愿景与使命陈述·····················································4
1.3公司战略·······························································4
2.企业新产品开发战略·······················································4 2.1外部分析·······························································4
2.2内部分析·······························································4
2.3新产品开发战略选择·····················································4
3.新产品开发的组织结构····················································5
3.1公司原有组织结构·······················································5
3.2拟采用的组织结构及原因分析·············································6
4.新产品创意构思··························································8
4.1创意搜集方法···························································8
4.2创意搜集成果···························································9
4.3创意筛选与审查························································10
5.新产品立项·····························································13
5.1新产品概念设计与概念测试··············································13
5.2可行性分析（市场、技术、财务等）·······································14
5.3立项筛选与审查························································14
5.4新产品大纲····························································15
6.新产品开发与测试·······················································17
6.1新产品设计原则························································17
6.2内部测试计划··························································18
6.2外部测试计划··························
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