Evaluate the priority of product design factors in the process of complex product innovation

Whether the design of product innovation can highly match the customer demand is the key to extend the product life cycle, and it is also the basis for enterprises to carry out continuous production and operation. The first step of product innovation is to identify the relationship between customer demands and design factors of product innovation. This paper focuses on the problems of market control, due to the wide range and deep level of knowledge from customer demands in the process of product innovation. To better meet the customer demands, combined with Entropy Theorem, Prospect Theory and Grey Correlation Method, this paper puts forward a method of importance of design factors of product innovation considering customer demands. First, the Entropy Theorem and Prospect Theory are introduced to calculate the importance of demand factors from the perspective of customers and experts. Second, the priority ranking of design factors of product innovation from the perspective of customer demand is calculated through Gray Correlation Method and Fuzzy TOPSIS. Finally, this method is availability and feasibility thought taking the continuous innovation of electric vehicle as an example.