品牌培育策略研究——以国产电视机品牌进化为例

Study on Brand Cultivation Strategy: A Case of Domestic Television Brand Evolution

品牌可以看作是具有生物特征的生命体。品牌进化的生物特征为:初始期的存活、成长期的强健和成熟期的稳定。本文从分析国产电视机品牌进化过程入手,针对品牌进化的生物特征提出品牌培育策略,为品牌建设提供有益的借鉴。

Brand is similar to organism with biologic inherence. Brand evolution is a period involving embryonic, growth and maturity, which biologic characteristics can be respectively described as survival, strong and steady. The paper reviews the evolution process of domestic television brand to show biologic characteristics and points out the brand cultivation strategy as a guide for brand construction.