产品品牌基因研究现状与进展

目的 对产品品牌基因研究现状进行梳理和分析,为企业确定核心竞争力,宣传品牌理念,推广品牌形象等提供理论依据.方法 在文献检索和归纳总结的基础上,对产品品牌基因的概念进行了阐释,并针对物理实体产品品牌基因的类型与层次要素、提取与表达、遗传与变异、生成机制等进行了梳理.在此基础上又对互联网产品品牌基因的发展与演变、类型与层次要素进行了研究,对产品品牌基因研究的未来方向进行了展望.结论 目前对产品品牌基因的研究已经构建了一些理论模型和方法流程,但仍然需要进一步深入探索,以便对学术和产业发展产生更大的推动成效,尤其是在品牌基因生成机制和互联网产品等新兴产品的品牌基因的研究领域还需要加强.

Research Status and Progress of the Product Brand Gene

The purpose of this paper is to sort out and analyze the research status of product brand gene, so as to provide a theoretical basis for enterprises to determine their core competitiveness, publicize brand concept and promote brand image. Based on the methods of literature search and inductive summary, this paper explains the concept of product brand gene, and studies the types and level elements, extraction and expression, inheritance and variation and generation mechanism of physical entity product brand gene. On this basis, it also studies the development, evolution, types and hierarchical elements of Internet product brand gene, and looks forward to the future direction of product brand gene research. At present, some theoretical models and methods have been constructed for the research of product brand gene, but further research is still needed to promote academic research and industrial development, especially in the research fields of the brand gene generation mechanism and brand gene of emerging products such as the Internet products.