新产品开发报告__压缩鸡肉干

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1成绩：评语：指导教师：（签名）2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···························································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内部测试计划··························································186.2外部测试计划··························································186.3市场试销计划··························································217.新产品上市·····························································227.1进入时机······························································227.2进入方式······························································227.3定价策略······························································237.4外包装设计····························································247.5营销计划······························································257.6品牌策略······························································267.7营销渠道策略··························································277.8促销策略······························································278.结束语································································2831.企业现状1.1企业背景简介宁波市禽丰食品有限公司创建于1998年，注册资金518万元，现有职工200余人，其中科研技术人员和中高级人才30人，是长三角地区规模较大的肉制品食品加工企业，宁波市消费者信得过单位，浙江省肉制品协会副会长单位，浙江食品（禽肉制品）龙头企业，宁波市食品工业协会副会长单位，宁波市级农业龙头企业。公司主要生产传统卤制食品、传统腌制食品、中式肉制食品、休闲类烘烤食品等。产品多次通过监督抽查，先后荣获“浙江省农业博览会金奖”、“宁波市知名商标”“浙江名牌产品”和“中国驰名商标”等称号。公司的生态养禽园区被认定为无公害农产品生产基地和无公害农产品。产品畅销全国20多个省200多个城市。销售网络建设是企业发展的关键。经过多年的努力，禽丰食品有限公司已经初步形成了以浙江省为销售中心，覆盖全国的销售网络，实行终端销售的销售模式。“舜吉”产品畅销上海、江苏、南京、杭州、重庆、厦门、广州、深圳等全国20几个省、200多个城市。在上海，产品进入世界零售巨头500强的“沃尔玛”、“易初莲花”、“乐购”、“大润发”、“家乐福”、“欧尚”、“易买得”、“农工商”、“华联”等大型超市，及“可的”、“快客”等便利店。科技与质量是企业发展的前提和基础。禽丰食品有限公司拥有雄厚的技术开发力量和先进的检测试验设备，初步形成了以公司所属的禽丰食品研究所为主体，与浙江大学、浙江省农科院、浙江工商大学等高等院校及研究院合作的多层次研发模式，先后承担市科技局下达科研项目有番鸭多味型系列化新产品研制、新型胚宝喜蛋研制、兔肉深加工系列化新产品研制、鹅肉方便型制品研究等项目、2个国家级星火计划项目和1个农业科技成果转化资金项目。在全国同行业中率先通过了QS认证、ISO9001质量体系认证、HACCP安全管理体系认证。公司的“舜吉”商标，先后被评为“宁波市知名商标”、“浙江省著名商标”和“中国驰名商标”，并争取列为中国名牌培育对象。公司总经理俞吉胜先后荣获市农村青年星火带头人，县优秀企业经营者，县优秀农民推销员，县先进工作者，县农业生产先进工作者，县优秀共产党员等称号；并当选为宁波市第十三届人大代表，余姚市第十五届人大代表，浙江省肉制品协会副会长，余姚市总商会永丰商会会长。41.2公司愿景与使命陈述愿景：为顾客创造真实持久的价值，把“舜吉”品牌打造成为国内一流的知名企业。使命：专心，诚心，真心，放心对待顾客，让国内食品更加安心。1.3公司战略面对经济全球化的挑战，禽丰食品有限公司决心立足农副产品加工行业，坚持“科技化、产业化、多元化、国际化”的发展方向，大力引进先进设备、技术和优秀人才，并建设先进农产品生产基地和研发中心，不断创新，整合资源，发挥优势，塑造品牌，努力把“舜吉”打造成为国内一流的知名企业。2.企业新产品开发战略2.1外部分析中国有“无鸡不成宴”的说法，国内对鸡和鸡肉制品的生产与消费有悠久的历史。近年来，随着科学技术的不断进步，鸡肉加工业正在突飞猛进地发展，再加上国家对传统餐饮行业的重视程度逐渐增加，现代化快餐业的迅速成长，消费者收入水平和消费偏好都在发生变化，这些因素无疑会促使国内鸡肉消费市场不断兴旺。我国的鸡肉制品行业已具备了一定规模，品种繁多。与此同时，鸡肉行业的快速发展也使得竞争不断加剧，各种类型的鸡肉制品层出不穷，出现了诸如云南风鸡、道口烧鸡、德州扒鸡、常熟叫花鸡等为广大消费者所喜爱的鸡肉制品。由于受传统消费习惯的影响，中国消费者相对喜食鸡翅、鸡腿、鸡爪、鸡胗，不太喜欢鸡胸肉。不少业内人士认为，未来消费者将更加关注鸡肉的分割制品，他们希望直接或进行简单的加热即可食用。国民经济的良好发展将进一步推动中国城市化进程，促进人民消费水平的提高，在未来几年内，肉类加工业将进入一个新的稳定成长期，完成由老行业向朝阳行业的转换和过渡。中国经济的快速发展将继续有力推动鸡肉消费增长。同时人们对于安全健康食品观念将进一步加强，尤其是在近年来各种食品安全问题屡见不鲜的情况下。2.2内部分析企业资源：注册资金518万元，现有职工200多名，其中科研技术人员和中高级人才30人。先占地52亩，总资产达到6217万元，其中固定资产4618万元。是5长三角地区规模较大的肉制品加工企业。公司的舜吉商标先后被评为宁波市知名商标，浙江省著名商标和中国驰名商标。企业文化：做最受人尊敬和向往的企业。企业能力：拥有雄厚的技术开发能力和现金的检测试验设备，与浙江大学，浙江省农科院，浙江工商大学等合作的多层次研发模式。先后承担市科技局厦大科研项目有番鸭多味型系列化新产品胭脂，新型胚宝喜蛋研制等。在全国同行业中率先通过了QS认证，ISO9001质量体系认证，HACCP安全管理认证。2.3新产品开发战略选择新产品开发战略一共分为四种类型，分别是市场领导者战略，市场挑战者战略，市场追随者战略，市场补缺者战略。市场领导者战略需要的条件雄厚的资产资本和高层次的人力资源团队资本，雄厚的技术能力和强大的设计师队伍，较完善的工艺技术基础和管理基础：市场挑战者战略需要的条件有一定的基础实力，具有较强的进取创新精神。能提供具有新价值主张的产品或者服务。尚未构成知名品牌的公司：市场追随者战略需要的条件自身有强大的营销能力：市场补缺者战略需要的条件有较强的设计或者工艺水平。根据目前禽丰食品有限公司的情况，我们认为应该选择市场补缺者战略。原因：第一禽丰公司与有友，鲜八里等同行业的公司相比，实力上存在不足。从资金以及产品种类，员工，市场占有率，销售渠道等方面皆存在差距。因此市场领导者战略不能选择。第二，在常温鸡肉行业中像鲜八里，有友等集团企业已经形成了一定的知名品牌效应。第三，由于禽丰食品有限公司和浙江省各高校以及研究所有合作，因此本身有较强的设计和工艺水平。在原先的品牌基础上开发出一款新的常温鸡肉产品然后快速通过原有的销售渠道推向市场。3.新产品开发的组织结构3.1公司原有组织结构公司董事会是由十一名董事组成，其中独立董事三名，占全体董事接近四分之一。公司在董事会下设