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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：王志玮第1页共31页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第1页共31页成绩：评语：指导教师：（签名）第2页共31页第1页共31页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第2页共31页目录1.企业现状·································································31.1企业背景简介···························································31.2公司愿景与使命陈述·····················································41.3公司战略·······························································42.企业新产品开发战略·······················································42.1外部分析·······························································42.2内部分析·······························································42.3新产品开发战略选择·····················································43.新产品开发的组织结构····················································53.1公司原有组织结构·······················································53.2拟采用的组织结构及原因分析·············································64.新产品创意构思··························································84.1创意搜集方法···························································84.2创意搜集成果······································第3页共31页第2页共31页编号：时间：2021年x月x日书山有路勤为径，学海无涯苦作舟页码：第3页共31页·····················94.3创意筛选与审查························································105.新产品立项·····························································135.1新产品概念设计与概念测试··············································135.2可行性分析（市场、技术、财务等）·······································145.3立项筛选与审查························································145.4新产品大纲····························································156.新产品开发与测试·······················································176.1新产品设计原则························································176.2内...