Research On The Value Realization Of Archives Of Chinese Time-honored Brand Enterprises In Guangxi From The Perspective Of Brand Management

With the implementation of the strategy of brand powerful construction and the transformation and upgrading of public consumption consciousness,the Chinese time-honored enterprises,which have deep cultural deposits and outstanding product techniques,are presented with a new opportunity for development.Guangxi has nine Chinese time-honored enterprises.Taking the theory of brand management as the guide to practice the brand building is a feasible way for Chinese timehonored enterprises in to realize honest innovation.As the information collection of the activities of enterprises,archives are the necessary materials to cultivate the core competitiveness of enterprises and help brand management.This paper analyzes the practicality and feasibility of introducing brand management theory to study the value of archives of Chinese time-honored enterprises,and points out that the archives of Chinese time-honored enterprises present unique values--brand cultural value,brand economic value and brand credential value.On the basis of field visits and network research,this paper summarizes the current performance and deficiencies of the value of archives in the process of brand management of the Chinese time-honored enterprises in Guangxi.Combined with the theory of strategic brand management,this paper divides brand management into four stages: brand planning,brand marketing,brand evaluation and brand maintenance,and elaborates the path to realize the value of archives in each stage.Combine theory with practice to put forward a feasible scheme.