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Many scholars product concept development stage (Concept Development Stage) referred to as the start-up phase (the opening stage) or \Its importance in that it determines the characteristics of the product, and there are 70% -80% of the development cost budget is determined at this stage. Fuzzy front end activities of Japanese companies, more successful enterprise than their competitors to carry out two activities: regular and keep in touch with consumers, will collect information and consumer demand combined with the product concept. Experience economic context, product or service innovation enterprises need to change in the concept first, and not simply rely on a department to lead the development of new product concepts, but in guiding experience design philosophy, combined with the designer, the design process tap new consumer demand, demand research models a variety of resources, market segmentation, and to create a new purchase, use hot, and the ability to provide a new experience to consumers. In the past, most of the domestic product concept development activities proceed from the point of view of engineering and manufacturing, marketing, lack of experience design perspective, enterprises do not attach importance to the design, I do not know how much value is designed for enterprises to create, not to mention the attention to consumer demand studies. This article uses the literature and case analysis method, the first study of the performance of Japanese companies in the concept of new product development activities, the performance differences of successful corporate and unsuccessful enterprises in the fuzzy front end activities, and summed up the problems; after introduction of the concept of experience design, methods, and processes, and describes the implementation of the demand for research models and analysis tools; Finally, three case studies, the similarities and differences of the different areas of the product concept development team organization, program mode, in-depth study of demand mode of the implementation of the study. In the after contrast product concept development process, through a full demonstration, and came to the conclusion of a new product concept development process of the proposed improvements to the inadequacies of the original process, in the guiding ideology, organizational structure and program mode . The conclusion of this article is: 1 in user experience design user needs analysis method for concept development and design of new products, there are three factors that affect the quality of the concept: creativity - participants - Process, all three factors are needed management, which understand user demand designer can help to inject elements of experience in the concept development phase; the few creative consumer is more representative of the views of the majority of ordinary consumers, the product concept to better meet their needs; 2. new product concept development and design process, from concern that the perspective of the consumer / user needs to perform research, research objectives for the drive, select the appropriate method to maintain smooth communication is successfully carried out the research work of three magic weapons. The innovation of this paper: inventive, innovation research perspective of research on the development of new product concepts from the point of view of the product experience design and demand in the country that it is a minority. Description designers to participate in the importance of product concept development activities, the role of intervention from the conceptual development stage; 3. Argument of this paper from the perspective of project management, to provide managers with a new perspective, and also carry out research on how researchers made a number of recommendations.
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