讲好品牌故事:论企业档案对企业品牌记忆的传扬

随着市场竞争的日趋激烈,品牌营销成为企业生存的重要手段。企业档案作为企业品牌信息的集合体,对企业品牌记忆具有形构、激活、展示和张扬功能。本文运用案例分析法论证企业档案对企业品牌记忆的凝聚和传扬,并提出当前企业档案传扬企业品牌记忆的新媒体策略,旨在通过挖掘企业档案的传扬功能促进新媒体时代品牌营销。

With the increasingly fierce market competition,brand marketing has become an important means ofbusiness survival.As a collection of enterprise brand information,the enterprise file has the functions of shape,activation,display and publicity.The case study is used to demonstrate the cohesion and propaganda of the enterprisefile to the enterprise brand memory,and to present the enterprise file to propagate the enterprise brand memory ofthe new media strategy,designed to promote the dissemination of corporate files to promote new media era of brandmarketing.