基于档案价值挖掘的企业品牌建设策略研究

Research on Enterprise Brand Building Strategy Based on Archive Value Mining

加强企业品牌建设已成为顺应国家战略、提升市场竞争优势的必然选择。档案价值挖掘与品牌建设融合的相关研究尚缺乏系统性的理论分析框架和实践指导。鉴于此,在分析企业档案资源的特点和阐释其蕴含的丰富品牌价值的基础上,探讨了挖掘档案资源品牌价值的主要路径,并提出了档案驱动下的企业品牌建设策略,进而从体制机制、人才队伍等方面分析档案资源价值转化的保障措施,以期为企业更好地利用档案资源、提升品牌竞争力提供参考。

Strengthening enterprise brand building has become an inevitable choice to conform to national strategy and enhance market competitive advantage.The research on the integration of archival value mining and brand building still lacks systematic theoretical analysis framework and practical guidance.In view of this,on the basis of analyzing the characteristics of enterprise archive resources and explaining the rich brand value contained in them,this study discusses the main path to excavate the brand value of archive resources,and puts forward the strategy of enterprise brand construction driven by archives,and then analyzes the guarantee measures for the value transformation of archive resources from the aspects of system,mechanism and talent team.In order to provide reference for enterprises to make better use of archive resources to enhance brand competitiveness.