The Research Of Local Government Behaviors In The Building Of Urban Culture Brand

In the recent years, as the development of the market economy and information technology, the urbanization of the world stride forward at a unprecedented speed. More and more countries have realized the importance of the brand in the development of the city, and put their eye on the city brand which is regarded as an significant way to improve the competitiveness and influence of the city. However in the current society,culture, the soul of the city, is an important part of the city soft power which shows the city’s culture degree and development level and that even is the indispensable factor of the comprehensive competitiveness. Therefore, it is a necessity for each country to improve the city competitiveness by means of building the city’s culture brand from the cultural aspect to improve the city’s comprehensive competitiveness. Local government as the city’s administrator and constructor must assume the responsibility of building the city’s culture brand. So, for local government, it is an important problem that how to build an outstanding and unique city’s culture brand.Since the 21 st century, cities in China are becoming more and more focus on the construction of urban cultural brand, big cities are on the basis of their own advantages contribute to a tide of urban brand construction, successively put forward the goal the city’s cultural brand construction. City brand on urban development has becoming more and more acknowledged by the local government, many places are trying to build and manage city brand, and there are many success examples among them. Such as Beijing,Shanghai, Shenzhen and other cities may be defined as "international city", Qingdao,Hangzhou, Xi ’an, Guilin and other cities are also based on its own characteristic resources created their own brands. But we also found that the local government’s understanding of city brand is also at a primary stage, mainly displays in fuzzy brand positioning, lack of cultural connotation during the construction of urban brand. lack of stability and systematization in brand spread, lack of long-term cultural vision and unified planning, etc. Therefore, research on the theory and practice of the local government for the construction of urban cultural brand becomes an important topic.In this paper, starting from the present situation of urban cultural brand of local government in China, based on the present situation of our urban brand construction,under the premise of the city marketing theory and the related theories of urban brandconstruction, make further analysis and research for the misunderstanding and problem during urban brand construction, in order to provide effective theoretical guidance for the urban cultural brand shaping. In the research idea of this article, the author analyze the successful experience of urban cultural brand construction in both domestic and foreign, such as France, Paris, London and New York in the United States and other famous cities in the world, those cities all achieved significant success in urban culture brand, their successful experience has an important significance to the practice of urban cultural brand of local government in China.