The Research Of Product Identityevolution Mechanism Based On Incremental Innovation

With the continuous development of the market economy,the competition between enterprises and enterprises is becoming more and more fierce,from the single performance competition to the reliability competition and the competition of comprehensive strength.Product identity is an important part of enterprise comprehensive competitive power is an important interface of communication between enterprises and users,it passed to the users of the enterprise brand image,to help enterprises in the complex market environment to establish the value of personality.At present,most domestic enterprises focus on the development of product performance factors but ignore the brand value of product identity.A few leading enterprises to realize the importance of product image,but in the process of product identity too mechanization,dolls,product identity is the overall planning of inelastic,iterative products lack of innovation.In this paper to solve two problems,first of all,from some biological genetics found in the related theory of product identity intrinsic basis of genetic and evolution,which is proposed in this paper three levels-the core of gene,the invisibility of gene,the visibility of gene.Find out the precondition of product identityevolution from the theory of innovation model.Through the analysis of three genetic layers under incremental innovation,we can build a unique product identitysystem.Secondly,the product identityincremental evolution model is constructed,and the mapping relationship between product identity and product gene is established.It guarantees the elasticity of the product identity shaping process and helps the iteration product to balance the inheritance and evolution of the product innovation process.In this paper the extraction methods of three genes layer,build incremental evolution model building method of product identity,and through the actual case of cooperation with SG company,the actual test the feasibility and effectiveness of the proposed methods.This method provides practical reference for the establishment of flexible product identity system,which has certain theoretical and practical significance.