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The article uses research ways of following the whole lifespan of product and enterprise's development course to research strategy of company's product design and development. It announces enterprises of different nature, enterprises at different developing stage will adopt different mode strategy. It also announces close causality between development course of company and central technology and product. The result indicated in different developing stages such as company development period, crisis predicament period, lasting steadies period, improving by payback period, issues steadies secondary period, declining go and live period, enterprise should pursue different mode product tactics of research and development such as shrinking strategy, consolidating strategy, innovation keeping forging ahead strategy. Enterprise should break regular management mode to introduce different research and development mode to promote enterprise's competitiveness effectively.

The article uses research ways of Enterprise localization and enterprise's development course to research strategy of company's product design and development. It announces at different stages for development, different kinds of enterprises will adopt product design and development policies of different modes. It also announces close causality between development course of company and central technology and product. The result indicated enterprises in leading position in market, technology and brand adopt pioneer strategy type of product research and development. These enterprise relying on the large-scale leading enterprise offering a complete set service adopts the passively duplicating type tactic of product research and development. Some enterprise in part of advantage in technology, market, management or brand adopt following up strategy of product research and development. The enterprises with relative advantage position adopt the strategy of technology applied taking optimizing services as centre in product research and development in fields of brand culture and market service.