Strategy Reseatch On China-Asean Expo Government Marketing

China-ASEAN Expo has been successfully held for nine sessions, forming a set of political, diplomatic, economic and trade, cultural development, has become an important platform of China-ASEAN, economic and trade cooperation and friendly exchanges in many fields. Expo is successful, because it is critical that government marketing plays an important role of it. However, the current research on the government marketing theory is not mature, especially the study of practice of government marketing is relatively backward, constraining in promoting Expo government marketing level of capacity. In this article,on basis of the government marketing theory, combining the research results of domestic and foreign government marketing and a typical case of the experience, putting forward to countermeasures to optimize strategies of the Expo government marketing.First of all, reviewing the China-ASEAN Expo government marketing’s background, the government marketing theory is expounded from two aspects of theory and practice, and builds the framework of government marketing theory, deepens the understanding of the purpose and significance. Secondly, discussing the current situation of Expo government marketing strategy, from the location, analysis of environment,image formation, target market selection of based strategies and4P strategies, the public cooperation, political power and the combination of strategy of two aspects to carry on the detailed analysis, finding the actual problems existing in government marketing strategy, summing up for five reasons:the traditional government management ideas, the marketing system is not straightened out, management system construction is lag, marketing strategy formulation is not scientific, infrastructure construction is not mature, and puts forward some countermeasures to optimize the government marketing strategies. Finally, in view of optimization of the government strategies,to improve capabilities of the government marketing, so as to continuously promote the Expo’s international influence, which has become a new landmark of Guangxi.