企业档案资源转化为品牌资产的理论模型与路径设计

Theoretical Model and Path Design of Transforming Enterprise Archives Resources into Brand Equity

数字经济时代,企业档案是彰显品牌个性、积淀品牌文化的重要资源。立足于企业档案与品牌建设的内在关联,深入分析档案资源转化为品牌资产的理论基础,在此基础上构建了“技术支撑—管理协同—服务创新—绩效评估”四位一体的档案驱动品牌发展模型,并提出了推动档案资源向品牌资产转化的实践路径,旨在为新时代国有企业深度挖掘和创新运用档案资源、提升品牌竞争力提供理论支撑和实践指导。

In the era of digital economy,corporate archives are important resources to highlight brand personality and accumulate brand culture.Based on the internal relationship between enterprise archives and brand building,this study deeply analyzes the theoretical basis of transforming archive resources into brand assets,and builds a four-in-one archive-driven brand development model of“technology support-management collaboration-service innovation-performance evaluation”.Furthmore,it puts forward a practical path to promote the transformation of archive resources into brand assets.The aim is to provide theoretical support and practical guidance for state-owned enterprises in the new era to dig deeply and make innovative use of archive resources and enhance brand competitiveness.