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The city is a regional political, economic, cultural and civilized gathering point, with the information technology, as well as step-by-step process of economic globalization accelerating, urban development will face the fierce competition of the various elements of information, energy, capital, talent, market . Increased competition, caused by urban rapid changes in the internal and external environment, forcing the government must use marketing tools to stimulate and promote regional development. The urban brands can shows the differences of the region and in other cities, Characterization of the unique character of the city, to provide important information for investors, consumer decision-making required, is key to the success strategies of city marketing. A city in the trend of globalization in order to secure sufficient space for development, and the achievement of sustainable development must have a strong brand awareness, namely the use of the concept of corporate brand to promote urban brand, to build the city's brand image, enhance the value of the city, the rational use of urban resources. The Shenyang city marketing practice some effect, but the urban brand perspective, there are still many inadequacies, there is large room for improvement. Therefore, the study of the city of Shenyang City brand, explore future development priorities and direction of the city brand has important practical significance to achieve the development goals of the national central cities of Shenyang City. Theory papers based on existing city marketing and city branding literature, to use marketing system to study urban brand marketing theory and its strategy to explore the future development of the Shenyang City brand build characteristics of Shenyang city brand, shaping vivid image of the city, in order to provide the feasibility of the proposal for the construction of Shenyang City brand. The thesis is divided into five parts: the first part, the topics of the background papers, research significance, as well as domestic and foreign research status overview. The second part is the theoretical part, to provide a theoretical basis for the Shenyang City marketing brand strategy proposed. The third part of the Shenyang City brand marketing status quo, the existing problems and the causes are analyzed. The fourth part of using SWOT analysis tool Shenyang City's own strengths and weaknesses, to conduct a comprehensive analysis of the opportunities and challenges facing the target market and competitors. The fifth part of the countermeasures part, including Shenyang City brand positioning the urban core values ??of the brand, brand design, branding and brand maintenance aspects of Shenyang City marketing brand strategy.
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