Study On Market Risk Recognition Of Design In Product Planning In Small Medium-Sized Enterprises

The market of consume electronic product had a great development, when the functions of the products are getting more homogeneous, design becomes more and more important. Most enterprises regard design innovation as a powerful tool to promote the market share. But the fact is very satisfied, because the success probability of the product innovation keeps a low level. The failure of the product innovation brings big loss to enterprise. It is a threat to the development of the growth of the enterprises. So the study on the risk recognition about design innovation is my emphases in this paper.This paper is the result of going deep into an electronic enterprise to find out the process of the product development and the market exploration. The purpose of the study is obvious, to search the cause of the high risk of the innovation and the methods of risk recognition. We set the consumer purchasing behaviors in the terminals as the foundation. Integrating all factors of the purchasing process, I build a model named Product Competitiveness, and then we confirm the location and the proportion of the design. Through customer interview, site investigation, survey investigation, and expert interview, consulting the sales information, we can gradually level out the problems. The target of the study is finding out how the consumers measure design in the purchase behaviors. Then find out the cause of the design risk, the origin of the risk and the performance of the risk. Designers will build a new view on consumers to know their preference. It is helpful to reduce the risk in the product innovation.