In the product life cycle, the product planning acts as a bridge between the customer demands and the product concept definition. So, it is the key factor of the success of the following new product designing and product sell. In other words, product planning level represents the competing ability of the enterprise and its new product. The paper introduces the operation flow, relative theory , and application technology involved in product planning by quoting consumed product designing process. In this way, we illuminate the role of product planning in the product innovation designing system. At the same time, the authors establish a completed strategy of NPD including marketing research, product concept definition, marketing opportunity identification and concept transformation.