Yanbian Place Branding Construction Study

Based on yanbian Korean autonomous prefecture as the research object, this paper discusses how to build in yanbian Korean autonomous prefecture as the main body of place branding, improve its regional image, enhance the area attractions, promote regional development in an all-round way.By collecting a large number of literature, in-depth field survey visit relevant government departments, enterprises, organizations and individuals, to sort out the basis of analyzing the brand construction of yanbian area present situation, found that regional advantages and existing problems, proposes the thoughts and the construction of place branding of building place branding strategy.Promoting the ecological and landscape resources and cultural resources of national characteristics and regional characteristics, significant features in business advantages, have built in promoting the place branding as the main body., however, there are still some problems, such as:the lack of regional core spirit of refinement, regional advantage is a lack of comprehensive and effective marketing, area relatively weak economic foundation, lack of the nation, between enterprises did not form an industrial scale has a great influence, the operator brand culture consciousness is insufficient, part of the national and regional characteristic industry culture has not been fully dig and effective utilization, leading to regional image scattered, not bright.In this paper, SWOT analysis method, the advantages and disadvantages of its advantages and disadvantages of internal resources, external environment opportunity and the threat of a full range of possible interpretation analysis, and combining with the place branding shaping successful cases at home and abroad, put forward building with "pure fusion" as the core concept of place branding culture, and enhance competitiveness of yanbian area brand advantage strategy conception.This paper expounds the government, industry associations, enterprises and society, people in the role of place branding building, brand construction to provide countermeasures for reference in yanbian area.Finally, the height of yanbian characteristics and spirit of yanbian is outlined, proposed "pure · fusion" as the core concept of brand leads the yanbian’s career development in yanbian area, gradually establish yanbian become civilization blending and leading in northeast Asia.