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As the design goals for the input and the conceptual design of products for the output, product conceptual design is a system work flow, under the consideration of various design constraints of the conditions. The essence of product conceptual design is the innovation of products, and it is the key procedure to determine the final product quality, market competitiveness and the corporate profits. The main purpose of the research of product conceptual design is to standardized, formalized, and systematized the procedures, thus supporting designing the unique product that meets customer needs at the lowest expense of the time and the cost.This paper proposed a process model of "conceptual design based on TRIZ", which consists of three phases. The first stage, decomposed the product structure, built the data model of the product structure, and analyzed the related resources of product with nine-screen method based on the product breakdown structure. The second stage, combined the TRIZ technology evolution rules, TRIZ technology evolution line and“S curves”, and then applied it to the determination of the current state and future state of the main parameters of any node in the existing product breakdown structure , which help drawing a new generation of product concepts and guiding the customer investigation. The last step of this stage was to find the components which has the strongest correlation of the customer requirements through analyzing the house of quality, while the customer requirements were selected by using the KANO model, and the quality characteristics were obtained by applying the D-S(Dempster-Shafer) theory. The third stage, a method, which modeled with ontology, for solving product innovation design based on TRIZ was given.Finally, through the "Case Study: conceptual design of the door" ,described the application of the model, which verified its feasibility.
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