The Study Of Shaanxi Cuture Industry Investment Group’s Cultural Brand Strategy

The cultural industry show its importance gradually as the most potential industry in the development of economy and society in twenty-first Century.now, with the trend of integration of economy and culture,environment and cultural’s coordinate development,culture has become the measure of value of economic and social development in the world.since the second half of the twentieth Century, with the accelerated process of economic globalization, the culture industry as an important part of the tertiary industry and knowledge, its proportion in the national economy in developed countries is more and more major, in Many countries it has become an important engine of national development.Shaanxi is one of the richest cultural resource province in China, at present, taking Xi’an as its center, Shaanxi Province has formed the structure of cultural industry of Shaanxi which taking tourism, radio and television, journalism, publishing and arts groups as the key point and taking the Shaanxi tourism, Shaanxi Cuture industry investment Group and Shaanxi publish as the supporting represent. The cultural industry entered in Shaanxi has an unprecedented era of rapid development, Shaanxi Cuture industry investment Group as the provincial large-scale cultural enterprises, shouldering the culture of Shaanxi to the country, to help make the Chinese civilization to the world, to explore how to make brand strategic planning, promote cultural brand capital formation and value, so as to promote the development and enhance the competitiveness of enterprises, is the focus of this paper.Based on the theory of the cultural industries and cultural brand-related theory as the instruction, set Shaanxi Cuture industry investment Group as an entity object of study, combined with its brand development process,with the relevant literature, the paper explore the problems in cultural brand building process, do threats and challenges of the SWOT analysis based on the external environment and the internal organization,make culture brand strategy planning, put forward safeguards of planning and implementation of brand strategy.Through the discussion of this paper, cast brand strategic planning is the only way for Shaanxi Cuture industry investment Group’s long-term development.