品牌竞争力的DNA模型解析

Brand Competitiveness Based on the Model of DNA

摘要: 通过建立品牌竞争力的DNA模型对品牌竞争力进行了探索。DNA模型以品牌显性竞争能力和隐性竞争能力为双链,形成双螺旋结构,并以品牌市场能力、品牌领导能力、品牌创新能力和品牌文化能力为碱基,形成具有生物活性的DNA结构,从而打造出具有独特性和可遗传性的竞争优势。最后,用DNA模型对海尔的品牌竞争能力进行分析,清晰地呈现了海尔品牌的强势基因,为企业提升品牌竞争力提供了一种分析方法。

Abstract: The thesis researches on brand competitiveness deeply by the model of DNA.The model constructs the double chains of brand as explicit competitiveness and tacit competitiveness.It forms the biological and active structure to obtain the unique advantage. At last,the author takes Haier as an example to analyze its DNA,which brings the enterprises some consideration.