Basing on the system engineering 7D design planning model included the seven aspects of contents: design ideas, design environment, design objective, design step, design content, design method and design quality assessment. Combined the 7D design planning with House of Quality (HOQ), the model of design objective planning model was presented. In the model the satisfied degree of customer was the optimization object. The customer needs were satisfied with the engineering characteristics. The customer needs were analyzed with the analytic hierarchy process. The correlation among engineering characteristics was considered through the improvement relation matrix. At the same time, each customer need was insured to improve with the limited resource. Contrasted with the general optimization model this design objective planning model took the correlation of engineering characteristics into account. This optimization model was applied successfully in the NVH (Noise, Vibration, and Harshness) improvement design of vehicle. The HOQ of NVH planning was established according to the four customer needs. The six engineering characteristics were confirmed corresponding to the customer needs. The results showed that the customer need degree achieved 75.53％. If the satisfied degree wanted to be improved the cost should be increased. In this design objective planning model the resource and technology were configured in reason. It could help the technician make the reasonable judgment.