产品策划在产品创新设计体系中的应用方法

在产品生命周期中，早期的产品策划一端联系着顾客的需求和心理偏好，另一端联系着新产品的概念定义和后续开发工作。因此，产品策划是否准确地把握了未来市场和顾客的需求，就直接关系着后续新产品设计和生产销售的成败，可以说产品策划是影响未来产品竞争力和企业竞争力最重要的环节。以消费类产品为例，介绍产品策划的业务流程、理论方法和应用技术，并阐明产品策划在产品创新设计体系中的地位和作用，提出了包括市场研究、机会识别、概念定义到概念转换的新产品策划整体解决思路。

The Role of Product Planning in the Productinnovation Designing System

In the product life cycle, the product planning acts as a bridge between the customer demands and the product concept definition. So, it is the key factor of the success of the following new product designing and product sell. In other words, product planning level represents the competing ability of the enterprise and its new product. The paper introduces the operation flow, relative theory , and application technology involved in product planning by quoting consumed product designing process. In this way, we illuminate the role of product planning in the product innovation designing system. At the same time, the authors establish a completed strategy of NPD including marketing research, product concept definition, marketing opportunity identification and concept transformation.