基于品牌形象视角的企业档案资源利用效果探析

企业档案资源在企业品牌传播与形象塑造上具有重要作用,部分企业尝试在其品牌广告中加入了档案资源来深化其品牌形象的塑造。为探究企业档案在广告宣传中对企业品牌形象的影响,本文选取双妹化妆品品牌、L.L.Bean利利宾户外用品品牌和张裕葡萄酒品牌为实验对象,采用控制实验法来探究在广告中加入档案资源对品牌形象的四个维度(产品维度、企业维度、品牌个性维度、品牌顾客关系维度)所产生的效果。研究发现:档案会提升消费者对于产品维度品牌形象、企业维度品牌形象和品牌个性和品牌顾客关系的认知。为此,本文建议:(1)企业档案部门应肯定自身在企业品牌营销中的价值;(2)企业档案部门应建立健全档案检索功能以支撑企业品牌营销;(3)企业档案部门应充分发挥不同类型档案在品牌形象建设中的作用。

Explore and Analyse on the Effect of Enterprise Archive Resource Utilization from the Perspective of Brand Image

Corporate archives resources plays an important role in brand image building.Some enterprises have tried to add archive to their brand advertising to build brand image.To explore how corporate archives influence brand image in adverting,this paper adopts the control experimental method to explore the influence of the archives on the shaping of four components of the brand image (the image of the provider,the image of product,brand personality and consumer-brand relationship).It is found that archives can enhance consumers'cognition of corporate brand image,including four components.Therefore,this paper suggests that enterprise archives department should affirm its value in enterprise brand marketing and improve the file retrieval system.The enterprise should make good use of audiovisual archives and physical carrier because different types of archives have different role in construction of brand image.