摘要
品牌档案是企业文化与企业记忆的重要见证与依托,建构与开发品牌档案可以赋能企业的可持续发展。随着市场经济的深入发展和品牌竞争的日益激烈,企业品牌档案建设逐渐成为企业品牌战略管理的核心内容和提升品牌竞争力、实现可持续发展的必然选择。在此背景下,文章探讨了品牌档案建设的必要性、当前面临的挑战以及应对策略,旨在为企业品牌档案建设提供理论指导和实践参考。
Brand archives are the important witness and support of corporate culture and corporate memory,and the construction and development of brand archives can empower the sustainable development of enter-prises.With the in-depth development of market economy and the increasingly fierce brand competition,the construction of enterprise brand archives has gradually become the core content of enterprise brand strategic management and the inevitable choice to enhance brand competitiveness and achieve sustainable develop-ment.In this context,this paper discusses the necessity,current challenges and coping strategies of brand archives construction,aiming at providing theoretical guidance and practical reference for enterprise brand archives construction.
作者
郭蕾
李姗姗
GUO Lei;LI Shanshan(Baoji Tobacco Monopoly Bureau(Company),Baoji,Shaanxi 721004;Baoji Jintai District Tobacco Monopoly Bureau(Branch),Baoji,Shaanxi 721004;School of Public Administration,Northwesterm University,Xi an,Shaanxi 710127)
出处
《档案学刊》
2024年第5期33-38,共6页
Academic Journal of Archives
基金
中国烟草总公司陕西省公司科技项目“烟草行业卷烟品牌档案专题数据库建设”(KJ04-2020)研究成果。
关键词
企业品牌
品牌档案
企业文化
企业记忆
Corporate brand
Brand archives
Corporate culture
Corporate memory
