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本文将品牌理论与我国档案日活动的开展结合起来,阐述了我国档案日活动的品牌化问题。在论述档案日活动品牌建设必要性和可行性基础上,从找准品牌定位、做好品牌宣传、丰富品牌内容、注重品牌管理及维护等方面提出品牌建设策略。
This article combines the brand theory with the development of China’s Archives Day to elaborate on the brandization of Archives Day activities in China. On the basis of discussing the necessity and feasibility of brand building on file day activities, this paper proposes brand building strategies from the aspects of identifying brand positioning, doing well brand promotion, enriching brand content, focusing on brand management and maintenance.