Brand Management Of Cultural Indusstry In The Ancient Capital

As a new industries, cultural industries, with its strong vitality, stay in the world economic stage show itself as "sunrise industry". The ancient capital of Xi'an will become an international city, integrate into the world competite, the core competitiveness will depend on the future of cultural industries.Now, China's cultural industry has entered the new era of brand competition. But the ancient capital of Xi'an lack of a strong cultural brand, which disproportionate ancient city Xi'an as a world-renowned cultural status. Limit the competitiveness of the cultural industry in Xi'an. Xi'an is also severely restricted the rapid economic development.In this paper, use modern brand management theory and thought, systematic analysis of the ancient capital of Xi'an culture industry brand development and management of the situation. Identified the main problems restricting the development of its brand, and analyze the reason impact of cultural industry in Xi'an brand.The innovation of this paper is based on the situation of the ancient capital Xi'an, to the original model of brand management of cultural industries:cultural brand research, brand design and cultural programs, cultural brand promotion and brand marketing culture and brand impact assessment made five specific optimization.To ensure the smooth implementation of the model, from brand development policy to promote cultural industries.This paper based on the research of cultural industry brand management current situation of ancient capital Xi'an, use of empirical research, questionnaires, SWOT analysis and other scientific methods.Thus, this study of the cultural industry will enhance the competitiveness of ancient Xi'an city, Xi'an to establish a strong brand of cultural industries, the development of cultural industry in Xi'an has a theory to guide economic and practical reference.