A Study On Brand Marketing In Seven Star Scenic Area Of Guilin

China’s tourism development has entered upon international competition era, while the original system and way of thinking has been unable to adapt to the new situation for great development tourism, which has put forward higher requirement for tourist destination management and operation level. In the fierce market competition, both tourist destinations and tourist enterprises also have used various forms and means of advertising and promotion; however after such a stir, a series profound problems of "brand" as the core questions are emerging. Competition from market to brand, both tourist destinations and tourism enterprises have reached a consensus on brand core competence. Established tourist destination, Guilin as a prestigious, resource advantages, but the long-term "resting on our past achievements" situation has made a new group of tourist spots surpass it. Guilin tourist enterprises must utilize new development ideas, build new brand image, and participate in market competition with fresh postures.Taking Guilin seven-star scenic area as example, this article makes analysis of its brand marketing with more system marketing theory. Starting with investigation to tourism development current situation from domestic to Guilin, it gives external environment analysis on brand marketing of seven-star area, carding and integration of internal resources value. Then it concludes brand core value of this spot, carries out brand strategic positioning and BTS&CIS design research. On the basis of design data, it studies on integrated communications and value promotion. Lastly, the paper put forward brand protection and strategic implementation safeguard of seven-star area.The paper concludes that it cards the scenic resources via using system methods, refines on core value and operates brand positioning. Surrounding that positioning, it is feasible to carry out brand design, integrated communications, value promotion and brand protection. The author expects that research result can be a good reference for tourist attraction enterprises.