老字号企业档案叙事性开发优化策略研究——以山东省老字号企业档案为例

Research on the strategy of optimizing the narrative development of the archives of Time-honored enterprises:Take the Archives of Time-honored Enterprises in Shandong Province for Example

文章将结构叙事、文本叙事、空间叙事、互动叙事、跨媒体叙事等叙事理论嵌入老字号企业档案开发之中,精选山东省老字号企业档案叙事性开发的代表性案例展开分析,在此基础上提出吸纳多元主体、优化馆藏资源、善用融合媒体、引发情感共鸣等优化策略,多维立体展示老字号形象,为企业品牌营销宣传、培植老字号品牌经济贡献力量。

In this paper,narrative theories such as structural narrative,text narrative,spatial narrative,interactive narrative and cross-media narrative are embedded in the development of archives of time-honored enterprises,and representative cases of archives development of timehonored enterprises in Shandong Province are selected for analysis.On this basis,optimization strategies such as absorbing multiple subjects,optimizing collection resources,making good use of media integration and triggering emotional resonance are proposed.In order to display the multi-dimensional image of the time-honored brands,for the enterprise brand marketing and publicity,and making contributions to cultivating the time-honored brand economy.