Research On The Dongguan Houjie City Culture Brand Development Strategy

City is the highland of the national culture of a country or an area. It is the coherence and activation of the culture that leads to he formation and development of the city, while the vitality of the city comes from the charm of the culture. The economic globalization and the rapid advance of urbanization results in information expansion and brand competition the city has to face up to fierce competition both from home and abroad markets, just like other commodity. In order to maintain the dominant position as the competition is getting tough, many cities are trying to seek for ways and methods to improve their competitive power. Thus developing the culture brand of the city in a sustainable way has become the choice of many new cities.We can find that our cities are facing up with many problems in the process of developing the culture brand, such as feature of the city’s culture is less prominent, convergence of city orientation, imbalance of the city construction, and lack in broadcasting. Finally, using the SWOT model to analyze the Dongguan houjie strengths, weaknesses, opportunities and threats, and based on this, fully aware of the cultural resources, houjie city culture brand will be "harmonious, business", and finally from the cultural policy, economic strength, the cultural industry structure, culture and culture in five aspects such as personnel to ensure the construction of culture brand houjie.