The Study On The Strength Cultural Brand Of Shanxi Merchants' Compounds

The report of the party's 17th People's Congress pointed out :" Nowadays, culture is increasingly becoming an important national cohesion and creativity, the source is increasingly becoming an important factor in comprehensive national strength", "Inspiring our national creativity of the culture to enhance our national soft power" . On the background, Shanxi Provincial Party Committee and Provincial Government put forward the strategy of province with a strong culture to achieve the natural and cultural resources from the big province to cultural province leap.Compounding as an important content of Shanxi's culture, further strengthen and expand the brand culture of Shanxi province play a important role to implement a strategy is of crucial importance.This article uses the method of questionnaire analysis, in carries on the review of brand study , combing the present situation of Shanxi merchants′compounds, has analyzed the development questions of Shanxi merchants′compounds. Studies have shown that, there are some problems in the development process of Shanxi merchants′compounds, such as lack of coordination , identical development, disharmony of the internal competition, tourist single product structure, lack of differentiation, etc. In order to deal with these problems, the writer holds that "integration of resources and overall planning" and "seek common ground and interactive development" should be the general concept for construction of Shanxi merchants′compounds' culture brand. Specific measures are pointed out from two different angles of business and government: highlight brand orientation by the spirit of Merchants; launch cultural marketing by the spirit of the Merchants'culture; strengthen the integrated marketing communication; strengthen the brand extension and maintenance; play the initiative role of government,and create a good government environment; and handle the relationship between the government promotion and civil operation.The main innovations in this paper can be summed up in two aspects: first, this paper cuts point on brand view, and has a deep thought and research on Shanxi merchants' compounds; second, it tries to find out some methods and measures of construction of Shanxi merchants' compounds' culture brand, create culture brand of Shanxi merchants' compounds systematically, and enhance the competitiveness of culture Shanxi compounds' brand from study of science, history, sociology, economics, marketing .