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文化品牌决定了品牌构建的价值取向和行为模式,影响了产品的文化价值,对任何一个组织的竞争力有着直接影响。档案记录了人类发展进程中政治、经济、文化、人文等实践活动,是重要的历史文化瑰宝。为了充分发挥档案的文化功能,促进档案事业的可持续发展,必须借助品牌的社会影响力和市场竞争力,构建极具特色的档案文化品牌。文本分析文化品牌的战略价值基础上,探讨了“富春山居”特色档案文化品牌构建的有效途径。
Cultural brand determines the value orientation and behavior pattern of brand building, which affects the cultural value of the product and has a direct impact on the competitiveness of any organization. The archives record the practical activities such as politics, economy, culture and humanity in the process of human development are important treasures of history and culture. In order to give full play to the cultural function of archives and to promote the sustainable development of archives, we must make use of the brand’s social influence and market competitiveness to build a distinctive archival cultural brand. Based on the analysis of the strategic value of the cultural brand, this paper explores the effective ways to construct the “Fuchun Villa” characteristic cultural brand.