“品牌基因”理论视角下户外营地建设研究

Research on Outdoor Campsite Construction from the Perspective of “Brand Gene” Theory

摘要: 户外营地作为青少年提升综合素质的重要空间载体，在政策扶持下呈现蓬勃发展态势，截至2022年我国已有约1500个各级各类户外营地，每年服务3000万青少年。然而，当前户外营地在产业品质、社会品牌及文化建设等方面存在显著不足，多数营地尚未形成特色品牌，学界对其品牌建构的研究也较为薄弱。基于此，本研究以品牌基因理论为视角，系统剖析户外营地的建设与发展路径。研究首先界定了户外营地品牌基因的结构，包括概念层的户外营地品牌基因(BG)和结构层的户外教育品牌基因(OG)、自然资源品牌基因(NG)、文化资源品牌基因(CG)、发展环境品牌基因(DG)，并阐明了各基因因子的构成及逻辑关系。通过对巴塔哥尼亚生态露营地的案例分析，揭示了各品牌基因因子的具体表现、相互作用及对品牌成功的作用机制。在此基础上，提炼出户外营地建设需围绕教育模式、资源禀赋、户外氛围、文化底蕴四大维度塑造品牌基因的核心逻辑，并从教育模式优化、自然资源转化、文化底蕴培育、体制机制创新四个方面提出具体建设路径，为我国户外营地实现差异化发展、构建独特品牌优势提供理论支撑与实践参考。

Abstract: Outdoor campsites serve as crucial spatial carriers for teenagers to enhance their comprehensive qualities. Driven by policy support, they have shown a vigorous development trend. By 2022, there were approximately 1500 outdoor campsites of various types and levels in China, serving 30 million teenagers annually. However, current outdoor campsites have significant deficiencies in industrial quality, social branding, and cultural construction. Most campsites have not yet formed distinctive brands, and academic research on their brand construction is relatively insufficient. Based on this, this study systematically analyzes the construction and development paths of outdoor campsites from the perspective of the brand gene theory. The research first defines the structure of outdoor campsite brand genes, including the outdoor campsite brand gene (BG) at the conceptual level and the outdoor education brand gene (OG), natural resource brand gene (NG), cultural resource brand gene (CG), and development environment brand gene (DG) at the structural level, and clarifies the composition and logical relationships of each gene factor. Through a case study of Patagonia Eco-Campsite, the specific manifestations, interactions, and mechanisms of action of each brand gene factor on brand success are revealed. On this basis, the core logic for outdoor campsite construction to shape brand genes around four dimensions—educational model, resource endowment, outdoor atmosphere, and cultural heritage—is summarized. Specific construction paths are proposed from four aspects: optimizing educational models, transforming natural resources, cultivating cultural heritage, and innovating institutional mechanisms, providing theoretical support and practical reference for Chinese outdoor campsites to achieve differentiated development and build unique brand advantages.