Corporate Archives Service Branding Research

In the context of globalization,with the competition of market economy and the increasingly fierce among enterprises,the type of product is becoming more and more homogeneous.Consumers,purchase intentions is not just the product of the enterprise but the brand which is the key to distinguish product among enterprises,make a living and promote the development.Enterprise archives as a witness and a carrier of enterprise development history,it's provide a useful way to shape the differentiation and display the unique connotation of the brand.At present,it is a pity that there are few studies on this topic.So research on the use of archives to build brand has an very important practical significance for enterprises to strengthen their own archives management,improve the economic efficiency of enterprises and enhance the brand influence.In this article,firstly,enterprise,enterprise archives,brand,enterprise brand and brand building were reviewed and analyzed.It also expounds the relationship between enterprise archives and brand building.On this basis,the author discussed the role of enterprise archives in brand building.Secondly,the essay investigated the status of shape the brand of archival utilization about the China's enterprises.Finally,it built a set of enterprise archives service in brand building measures from the aspects of the consciousness,system,personnel quality,the accumulation of material,platform construction.It's aim to provide some theoretical and practical reference for domestic enterprise.