档案建设视角下中国企业品牌塑造研究

Research on Brand Building of Chinese Enterprises from the Perspective of Archives Construction

首先,阐述品牌在企业竞争和发展中的必要性和重要性。其次,提出很多企业在发展过程中普遍使用的传播和营销策略,在此过程中很少会有企业重视档案对品牌的重要作用。接着通过借鉴国外知名企业借助档案塑造自身品牌的案例,深入探讨从档案建设的角度助力中国企业品牌塑造的策略。最后,从互联网共享发展的角度对企业档案助力品牌建设作出总结,期望对国内企业品牌塑造带来启发。

First,the necessity and importance of brand in the competition and development of enterprises are described.Secondly,the communication and marketing strategies commonly used by many enterprises in the development process are proposed.In this process,few enterprises pay attention to the important role of archives for the brand.Then,by drawing on the case of well-known foreign enterprises using archives to build their own brands,the paper discusses in depth the strategies to help Chinese enterprises build their brands from the perspective of archives construction.Finally,from the perspective of the development of Internet sharing,a summary of enterprises archives’help in building brand is made in hope of bringing inspiration to the brand building of domestic enterprises.