Research On Product Design Strategy In The Development Of SMEs

Product design strategy is an integral part of the whole corporate business strategy, and meanwhile the criterion to guide the conduct of product design, which affects the company's market position, product development and competition. Many large domestic and abroad enterprises have developed a very sophisticated system of product design strategy. But most domestic small and medium enterprises (SMEs) have no systematic product design strategy for guidelines.First of all, this paper introduces the research background, and researches the product design strategy in theory, which includes the definition, enlightenment, formation and development of the product design strategy in our country, and meanwhile the functions and operation of design strategy in the enterprise. Then, based on the product design status of domestic SMEs, compared to large enterprises, the paper analyzes the advantages and disadvantages of product design in SMEs.In this paper, the study focuses on how to develop an industrial design strategy system that can adapt to SMEs very well. According to the product design features and the theory, a system of strategy and product design of SMEs in China is developed by myself, which include a set of long-term, medium-and short-term timing strategies.The long-term strategies include: branded product design strategy, Differentiated product design strategy, product innovation strategy; medium-term strategies include: product market segmentation strategy, product intellectual property protection and development strategy, product cost control strategy and product life-cycle strategy; Short-term strategies include: product design commission strategy, product design process strategy. At last, the paper takes the Company W as a case to conduct a design practice and survey analysis. In accordance with the design strategy proposed in the previous chapter, the author analyzes and verifies the design strategy of W in-depth.In short, if SMEs can perfectly take advantage of their characteristics and develops the rational product design strategy, and as well develops appropriate products, they will remain invincible in the fierce market competition.