Research On The Formation And Development Mechanism Of Internet Brand Gene

With the popularization and rapid development of information technology,mobile devices and computer equipment have become necessary living things for people.A large number of software markets have emerged on the electronic carriers.Due to the rapid development and short growth time,the Internet industry has delivered a fast consumption and long-term signal to people.In order to increase the growth cycle of Internet products and stabilize the market position of Internet enterprises,brand gene has become the focus.The purpose of this paper is to study and build a brand gene generation and development model to provide large and medium-sized enterprises with the methodology of how to integrate brand gene into their products and maintain gene continuity and evolution in the turbulent era.The research idea originated from the research of brand gene in traditional industries,characterization and inheritance of brand gene.On this basis,this paper expands the research object to the Internet industry,and transforms the research subject into Internet products,mainly in the form of PC website and mobile software System and so on,provide the methodology guidance of gene layer for the design of this kind of products.The research process starts from the expression of brand gene of hardware products,and takes Xiaomi's hardware products as an example.Through questionnaire,interview,SPSS data analysis and other research methods,the layout of brand gene in hardware product module of Xiaomi enterprise is extracted.With this process and result as reference,the generation method model of brand gene is extracted:establish the original shape database of brand gene Abstract Taking the common form-generating the dominant brand gene-fusing image evaluation as the constraint-generating the recessive brand gene-to guide the design of each specific part of the product.After changing the research subject into software product,the basic framework of the research has changed.At this time,Alan Cooper is quoted The software product is divided into strategy layer,scope layer,structure layer,framework layer and expression layer.The original shape database of brand gene is constructed by layers.Then the abstract common shape is extracted and the dominant gene representation database is generated.By combining the evaluation methods such as control analysis and interview discussion,the recessive gene pool is extracted from the dominant gene pool,which in turn can guide the specific design and performance of the product at all levels.The final research results are a generation and transformation model of explicit and recessive brand genes,as well as a representation database of explicit and recessive brand genes specifically implemented in software design.At the end of the study,the generation model is used to verify the software product "Mi Jia" of Xiaomi,and the recessive gene group of MI Jia is extracted.It is found that the coincidence is high.It can be seen that the software and hardware of Xiaomi company almost follow the unified brand gene expression system,and the brand gene table of the software part is found at the same time The expression of the hardware part is not as complete as that of the hardware part,which also provides a main direction for the software design of Xiaomi enterprise.