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Advanced Manufacturing Technology has become an important technical support for accelerating high new technical development. Because of lacking scientific accumulation in experiences of missile design for long, there is a longer cycle of missile design and manufacturing, and efficiency is low. The process of product conceptual design is very complicated, including inheritance, integration, reuse, innovation and management of knowledge. When the design method based knowledge is leaded into, experiences and knowledge of experts in different fields can be shared, and it can make design much more creativity and predictability, moreover, due to consistency of field knowledge in a product lifecycle, successful rate of rapidly developing products can be assured, the cycle of developing products can be greatly shortened. Based on several advanced theoretical backgrounds the structure and function of the product conceptual design system based on knowledge is given in detail. We systematically integrate TRIZ and design axiomatic in a rational way to support conceptual design through creativity approach. The prototype system implement by the infrared guiding system project design software system, and infrared guiding system project design has made the good result. Thereby, the design pattern is progressing along self-adaptive direction of "design-analysis-optimization", and a leap from experiential design to scientific design can be made.