Research On Brand Culture Strategy Of Haidian District's City Marketing

Entering the WTO makes our country's economy integrate the World Globation.City will face intensify competition. As an important way,Ctiy Marketing has been given importance by city government.Managers of the city need to learn city marketing. Brand Culture is the core value of city brand,it is the cause for surviving in the competition, makes citizen and investors get the greatest benefits. Brand Culture Strategy has been the key for Ctiy Marketing and sustained development. The article elaborates the basic concepts of Ctiy Marketing and Brand Culture,analyses essential factor,structure,function and characteristic of the city brand culture strategy. At the same time, it mixes the Ctiy Marketing and Brand Culture together, analyses that how to practise brand culture marketing during the city marketing.The article analyses the City CI, elaborates the factor of the City CI, makes some City CI plan for Haidian District basing on the actual situation of Haidian,and at the last,this article offers some proposal on practising brand cultures trategy and CI plan.In brief, practising brand culture strategy during the city marketing,which not only has the theory significance,but also has the practical significance.