企业档案部门助力品牌建设的角色定位及实现路径  

The Role Orientation And Realization of Corporate Archives Departments to Support Brand Building

作　　者：黄霄羽[1] 王逸梵 Huang Xiaoyu;Wang Yifan

机构地区：[1]中国人民大学信息资源管理学院

出　　处：《浙江档案》2022年第8期26-29,共4页Zhejiang Archives

基　　金：国家社科基金重点项目“新时代我国档案服务能力建设研究”(项目编号:21ATQ009)研究成果之一。

摘　　要：文章通过案例分析国内外企业档案部门在助力企业品牌建设中的丰富表现,梳理出企业档案部门在助力品牌建设中的角色定位,即品牌形象的塑造者、品牌推广的助力者、品牌记忆的建构者、品牌营销的推动者、品牌权益的维护者以及品牌文教的宣传者;并提出企业档案部门助力品牌建设的实现路径,即培养主动思维、确保资源优势、搭建传播平台、拓展对外服务。This paper analyzes the rich performance of corporate archives department at home and abroad in supporting corporate brand building, and concluded its role orientation: the shaper of brand image, the facilitator of brand promotion, the builder of brand memory, the promoter of brand marketing, the maintainer of brand rights and interests, the propagandist of brand culture and education. Then it puts forward the realization ways of the corporate archives department to support brand building as cultivating active thinking, ensuring resource advantage, building communication platform and expanding external service.

关 键 词：企业档案部门 企业品牌 品牌建设 

分 类 号：G275.9[文化科学—档案学]