Mechanism Of Disruptive Innovation Product Design With Multi-attribute Basing On Consumer Preference

The theory research of disruptive innovation product has found that, in order to achieve their goals of product innovation, the majority of enterprises often choose to take mere change of one kind property of an existing product. Thus, it is not only difficult to cater to changing consumer preferences, but also hard to be outstanding in the highly repetitive product market competition. Therefore, product design with multi-attribute features has become an effective means by which major enterprises may choose in market competition, of which the strategy of disruptive innovation product design with multi-attribute increasingly shows its competitive superiority, in terms of the upgrade of communication equipment, shift of marketing paradigm and many other cases that demonstrated the market impact which is gradually being a business concern and an important theoretical research problem.In this context, this paper analyzes the multi-attribute types of disruptive innovation product design basing on consumer preference, inductions the features of disruptive innovation product and its correlation with consumer preference; By establishing and solving a model of which the objective function is corporate earnings under the different cases of consumers’surplus, the paper reveals the mechanism of disruptive innovation product design with multi-attribute basing on consumer preference, and clarifies the impact that consumer preference in multi-attribute of product have on disruptive innovation designing and improving. Through actual investigation, this paper further combines the Chinese current market (mobile phones) with its consumer status quo, basing on the theoretical and practical understanding of the model, and provides constructive ideas for the disruptive innovation companies. This research will not only help to deepen the theoretical development of disruptive innovation, but also to offer evidence to enhance the real explanatory power of the theory of disruptive innovation product design with multi-attribute basing on consumer preference.