"Cultural Jining" Brand Building

The advantage competitiveness of regional economic depends on a variety of factors, such as technological innovation, human resource development, regional environmental optimization, and industry cluster cultivation. Urban Brand Construction by combing these factors is the main way to drive the rapid development of regional economy. The rise of foreign and domestic advantage regional economic is accompanied by successful Urban Brand Construction, which has a vital role in the development of regional economic. The competition of talent, capital and market between cities is the urban brand competition. Today, all the cities in the country are involved in competition for limited resources. The rapid development of Information, technology and transportation deepen the competition. Major cities are sparing no effort to seize the media resources to advertise their own unique urban brands. So the image advertising of urban brand, which has become a long-term, global, strategic work,is unprecedented intentioned. It has become an important means of opening up, promoting economic development.Jining, the birthplace of Chinese civilization and hometown of Confucian culture, is a bright pearl in China, which enjoys high reputation in domestic and international. In recent years, Jining, relying on beautiful ecological environment, tourism resources, cultural heritage and other advantages, received a large number of domestic and foreign tourists, and expanded its visibility and influence. However, the awareness of people in the world for the "Confucius&Mencius, Canal Culture " is still very limited. The lay of urban image and brand advertising is not suitable for Jining economic development, scientific development and spanning development. An urgent need for greater efforts to make the urban image and propaganda work, and become " stylist "," brand packaging division," for this city. Through scientific positioning, identifying coordinates, we make great efforts to build an attractive, rich affinity, competitive brand image for the city, to improve popularity and influence of "hometown of Confucius&Mencius and Canal City"in the country and the world. The article studies urban brand for"Jining culture", introduces deeply its background, meaning, and analyses its position, the role of promotion urban competitiveness. According to SWOT, it analyses advantages, weaknesses, opportunities and threats. Based on the analysis of status and problems, it has proposes appropriate management strategies and shaping methods from multiple sides. It combines theory with practice, according to actual situation and ability, proposes management strategies which can take advantage of market opportunities, integration of resources, to play its brand advantage, compensate for disadvantages, effectively enhance the core competitiveness, further promote scientific development, leapfrog development. According to market demand, it combines with its brand capacity and actual situation, and explores the system of modeling methods and countermeasures, which will have a certain reference for similar urban brand construction.