为更好地发挥营销人员在开发新产品中的作用,一些日本企业实行了行销卡制度。行销卡制度也称为新产品题目提案制度。该制度的建立主要由两方面着手。第一,规定行销卡是营销部门所有人员应作的提案。赋予每一位营销人员以责任,规定每个月提出一件或两件、或以部门为单位每个月底提出几件新产品题目提案,填写到行销卡上。提案的主要内容包括:一、产品概要。要求将新产品开发题目明确化,具体化,填入所需的材料、用途、特长及预估的可能销售价格。二、新颖 In order to better play the role of marketers in developing new products, some Japanese companies have implemented a marketing card system. The marketing card system is also called the new product title proposal system. The establishment of the system mainly starts from two aspects. First, the provision of marketing cards is a proposal that all members of the marketing department should make. Each marketing person is given responsibility and he or she is required to propose one or two pieces of product each month, or propose several new product title proposals at the end of each month, and fill them out on the marketing card. The main contents of the proposal include: 1. Product summary. It is required that the title of the new product development be clarified and embodied, and the necessary materials, uses, specialties, and estimated sales prices should be filled in. Second, novel