英國國家檔案館組織改隸後公共品牌再造計畫

The Public Rebrands Program on the National Archives of the UK after Organization Change

各國政府在全球化發展與競爭下，藉著政府組織改造與導入品牌服務策略，提升國家競爭力與政府服務品質。在各國的國家檔案館中，英國國家檔案館首先在2019年推出品牌再造計畫。本研究採用個案研究法對英國國家檔案館的品牌再造計畫進行分析，探討英國國家檔案館「人人檔案館」建立的背景、特點、目標與內涵。

Under the trends of global development and competition, the countries of the world implemented government reorganizations and brand strategies to elevate national competitiveness and government service quality. Among the national archives, the National Archives of the United Kingdom was the first one to implement a rebranding project in 2019. This research adopted the case study method to analyze the rebranding project of the National Archives to explore the background, characteristics, goals, and contents of the 'Archives for Everyone', the National Archives' rebranding strategy.