Along with the development of domestic economy, the agency organs of archives had been continuously growing and developing as an emerging power in our country. During the process of development, how to establish the brand of the agency organ scientifically is a key factor to decide whether the organ has sustainable vitality or not. Through the SWOT analysis of the brand establishment of the agency organs of archives, the essay tries to pro vide with the orientation and give some suggestions for the agency organs of archives.%随着我国经济的发展，档案中介服务机构已成为档案服务界的一股新兴力量，市场发展的需要在不断地成长和发展着。在其发展过程中，如何科学有效地建立机构品牌，则成为决定其是否具有持续生命力的一个关键因素。本文力图通过对档案中介机构品牌创建的SWOT分析，为其在具体的品牌创建的过程中提供一定的方向和建议。
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