Research On The Branding Of Urban Tourism In Yuncheng City

With the rise of "green economy"-- the urban tourism, the unique historical and cultural resources, Yun Cheng put forward the topic of ancient China and launched a series of work to build its city tourism brand by virtue of the "birthplace of Chinese civilization". Through these jobs, Yun Cheng has gotten some achievements, but there are also something insufficient. According to the theory of city tourism brand,positioning theory, CTIS theory, marketing theory and so on, the article mainly studied for three parts of the Yun Cheng City Tourism Brand: positioning, CTIS construction and promotion channels. First, the paper discussed what a practical role the "ancient China " position played to build the urban tourism brand. Second, it also analyzed the advantages and disadvantages of CTIS’s three parts MI,BI and VI. Last, the paper explored the gains and losses of the way to spread Yun Cheng City Tourism Brand by marketing theory.