基于品牌形象视角的企业档案资源利用效果探析
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摘要
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。
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.
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.
引文
[1]阎晓峰.大数据与档案资源开发利用[J].中国档案,2015(11):16-19.
[2]宫晓东.我国企业档案管理理念问题分析[J].档案学通讯,2017(3):12-15.
[3]黄薇.浅谈企业档案信息资源的开发利用[J].浙江档案,2001(7):35-35.
[4]Mackenzie S B,Lutz R J.An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context[J].Journal of Marketing,1989,53(2):48-65.
[5]Aaker D A,Biel A L.Brand Equity&Advertising:Advertising's Role in Building StrongBrands[J].Journal of Marketing Research,1993,31(4):580.
[6]陈爽.浅议现代广告传播与档案信息资源[J].兰台世界,2013(32):102-103.
[7]张开森.档案真实性、可信性之辩析[J].档案学研究,1997(2):4-5.
[8]冯惠玲,张辑哲.档案学概论[M].北京:中国人民大学出版社,2006:39.
[9]A·J·艾耶尔.语言、真理与逻辑[M].尹大贻,译.上海:上海译文出版社,2015.
[10]丁海斌,方鸣,陈永生.档案学概论[M].沈阳:辽宁大学出版社,2012:75.
[11]大卫·奥格威.奥格威谈广告[M].曾晶,译.北京:机械工业出版社,2013:14.
[12]陈祝平.品牌管理[M].北京:中国发展出版社,2006:60.
[13]奥美公司.奥美观点精选.品牌卷[M].北京:中国市场出版社,2009:2.
[14]Vakratsas D,Ambler T.How Advertising Works:What Do We Really Know?[J].Journal of Marketing,1999,63(1):26-43.
[15][29]胡晨.国外企业档案馆参与企业品牌营销现状及其启示[J].档案与建设,2015(7):31-34.
[16]付荣娟.企业档案在企业形象宣传中的作用[J].兰台世界,2015(S2):70.
[17]Aaker,David A.Building Strong Brands[M].The Free Press,1996.
[18][24]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报哲学社会科学版,2002(3):65-71.
[19]崔洁.历史档案在茶叶品牌建设中的重要作用[J].福建茶叶,2016,38(4):56-57.
[20]孙琦.基于档案文化的企业品牌建设[J].浙江档案,2012(6):61.
[21]Deserno I.The Value of International Business Archives:The Importance of The Archives of Multinational Companies in Shaping Cultural Identity[J].Archival Science,2009,9(3):215-225.
[22]郑伽.英国企业档案商业价值实现探究[J].中国档案,2017(12):66-67
[23]朱玉媛.企业档案与企业形象[J].图书情报知识,1997(2):61-63.
[25]罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版),2001,16(4):19-22.
[26]黄胜兵,卢泰宏.品牌的阴阳二重性---品牌形象的市场研究方法[J].南开管理评论,2000,3(2):27-30.
[27]Fournier S.Consumers and Their Brands:Developing Relationship Theory in Consumer Research[J].Journal of Consumer Research,1998,24(4):343-353.
[28]Aaker J L.Dimensions of Brand Personality[J].Journal of Marketing Research,1997,34(3):347-356.
[30]张斌,高大岭,计红胜,等.现代企业管理体制与模式研究[G]//创新:档案与文化强国建设---2014年档案事业发展研究报告集.北京:中国档案学会,2014.
[31][32]宫晓东.企业档案管理体系的建设与运行[M].北京:中国工商出版社,2014:249,144
[2]宫晓东.我国企业档案管理理念问题分析[J].档案学通讯,2017(3):12-15.
[3]黄薇.浅谈企业档案信息资源的开发利用[J].浙江档案,2001(7):35-35.
[4]Mackenzie S B,Lutz R J.An Empirical Examination of the Structural Antecedents of Attitude toward the Ad in an Advertising Pretesting Context[J].Journal of Marketing,1989,53(2):48-65.
[5]Aaker D A,Biel A L.Brand Equity&Advertising:Advertising's Role in Building StrongBrands[J].Journal of Marketing Research,1993,31(4):580.
[6]陈爽.浅议现代广告传播与档案信息资源[J].兰台世界,2013(32):102-103.
[7]张开森.档案真实性、可信性之辩析[J].档案学研究,1997(2):4-5.
[8]冯惠玲,张辑哲.档案学概论[M].北京:中国人民大学出版社,2006:39.
[9]A·J·艾耶尔.语言、真理与逻辑[M].尹大贻,译.上海:上海译文出版社,2015.
[10]丁海斌,方鸣,陈永生.档案学概论[M].沈阳:辽宁大学出版社,2012:75.
[11]大卫·奥格威.奥格威谈广告[M].曾晶,译.北京:机械工业出版社,2013:14.
[12]陈祝平.品牌管理[M].北京:中国发展出版社,2006:60.
[13]奥美公司.奥美观点精选.品牌卷[M].北京:中国市场出版社,2009:2.
[14]Vakratsas D,Ambler T.How Advertising Works:What Do We Really Know?[J].Journal of Marketing,1999,63(1):26-43.
[15][29]胡晨.国外企业档案馆参与企业品牌营销现状及其启示[J].档案与建设,2015(7):31-34.
[16]付荣娟.企业档案在企业形象宣传中的作用[J].兰台世界,2015(S2):70.
[17]Aaker,David A.Building Strong Brands[M].The Free Press,1996.
[18][24]范秀成,陈洁.品牌形象综合测评模型及其应用[J].南开学报哲学社会科学版,2002(3):65-71.
[19]崔洁.历史档案在茶叶品牌建设中的重要作用[J].福建茶叶,2016,38(4):56-57.
[20]孙琦.基于档案文化的企业品牌建设[J].浙江档案,2012(6):61.
[21]Deserno I.The Value of International Business Archives:The Importance of The Archives of Multinational Companies in Shaping Cultural Identity[J].Archival Science,2009,9(3):215-225.
[22]郑伽.英国企业档案商业价值实现探究[J].中国档案,2017(12):66-67
[23]朱玉媛.企业档案与企业形象[J].图书情报知识,1997(2):61-63.
[25]罗子明.品牌形象的构成及其测量[J].北京工商大学学报(社会科学版),2001,16(4):19-22.
[26]黄胜兵,卢泰宏.品牌的阴阳二重性---品牌形象的市场研究方法[J].南开管理评论,2000,3(2):27-30.
[27]Fournier S.Consumers and Their Brands:Developing Relationship Theory in Consumer Research[J].Journal of Consumer Research,1998,24(4):343-353.
[28]Aaker J L.Dimensions of Brand Personality[J].Journal of Marketing Research,1997,34(3):347-356.
[30]张斌,高大岭,计红胜,等.现代企业管理体制与模式研究[G]//创新:档案与文化强国建设---2014年档案事业发展研究报告集.北京:中国档案学会,2014.
[31][32]宫晓东.企业档案管理体系的建设与运行[M].北京:中国工商出版社,2014:249,144