基于AISAS模型企业档案工作助力品牌营销的可行性及实现路径  

Feasibility and Implementation Path of Assisting Brand Marketing with Enterprise Archive Work Based on AISAS Model

作　　者：黄霄羽[1] 张明子 Huang Xiaoyu;Zhang Mingzi

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》2023年第8期29-33,共5页Zhejiang Archives

基　　金：中国人民大学本科课程思政专项教改重点项目“联动实践赋能大局:档案专业课程思政教学体系建设”(项目编号KCSZ202202)的阶段性成果。

摘　　要：本文基于消费者行为模型AISAS提出企业档案工作助力品牌营销的可行性,并提出各阶段企业档案工作助力品牌营销的实现策略,即AI阶段在内容营销中深耕档案资源,积极利用与市场有关的档案数据;AS阶段在互动营销中常态化开展展览,设立消费者意见专门档案;AS阶段在口碑营销和关系营销中规范客户档案管理,挖掘客户档案数据价值。Based on the consumer behavior model AISAS,this article proposes the feasibility of enterprise archive work assisting brand marketing,and proposes specific strategies for enterprise archive work assisting brand marketing from different marketing strategies that can be adopted by enterprises in the Al,SA,and AS stages of the model.Specifically,in the AI stage of content marketing,archive resources should be deeply cultivated and market related archive data should be actively utilized;Regularly carry out exhibitions in interactive marketing during the AS stage,and establish a dedicated archive of consumer opinions;In AS stage,standardize customer archive management in public praise marketing and Relationship marketing,and mine the value ofcustomerarchives.

关 键 词：企业档案部门 企业品牌 品牌建设 

分 类 号：F273.2[经济管理—企业管理] G275.9[经济管理—国民经济]