基于基因转移理论的老字号品牌进化路径探索

Exploration on the Evolution Path of Traditional Brands Based on Gene Transfer Theory

在现代生物学中,基因转移就是将外源性的目的基因通过特定的方法引入受体生物或细胞,并检测其在转化细胞中表达结果的一种生物学技术。品牌同样通过基因转移在企业内或不同企业之间实现进化。每一个品牌都是通过品牌基因的垂直转移和水平转移实现品牌成长的。中华老字号是中华民族的宝贵的财富,在长期的发展中,一方面传承着老字号长期积累的上一代品牌基因,使品牌保持特色和连续性,另一方面也在不断吸收竞争对手的品牌基因实现品牌的创新,这对于推动老字号品牌进化和企业成长具有重要的借鉴意义。

In modem biology, gene transfer is a biological technology through specific methods to transfer the exogenous target gene into receptors or ceils and to detect its expression in the transformed ceils. A brand also realizes its evolution through gene transfer in an enterprise or between different enterprises. Every brand realizes its brand growth through the vertical transfer or hori- zontal transfer of brand gene. China＇ s Traditional Brand, which is precious wealth of Chinese nation, in long-term development, carries on its last generation brand gene accumulated in long-term by the Brand on the one hand, which make the Brand keep its specificity and continuity, on the other hand, the Brand innovation is realized by continuously absorbing the brand gene of its competitors, which is of important significance to pushing forward the evolution and enterprise growth of Chinese Traditional Brands.