THE STRATEGY OF CI AND THE BUILD UP OF URBAN TOURIST IDENTITY OF CHANGCHUN

With the rapid development of tourism,the competition of tourist market is more violent. As the tourist destination,City must build up particular and vivid tourist identity. It can be recognized by tourists and win the competition of the violent tourist market. Its essential that the theory of CI should be contacted with the build up of urban tourist identity. The theory of CI consists of Mind Identity,Visual Identity and Behavioral Identity. Among the three parts,Mind Identity is the core,Visual Identity, the key and Behavioral Identity, the basis. Taking the Changchun city as an example, the author firstly states the importance of the build up of urban tourist identity from five aspects. Urban tourist identity is the passport of entering the international tourist markets. It reflects the genenal strength of city and influences the decision making behavior of the tourists. Second, based on the analysing of the tourist resouces of Changchun city, the author puts forward the tourist Mind Identityof Changchun city with first and second class. And then the author explains the foundation of the build up of Mind Identity from five aspects. How to build up the tourist visual identity of Changchun city. In the third part of the paper, the author dicusses the question from two aspects. That is, the build up of tourist visual identity of the core regions and the visual identity system. The core regions are made of four parts, Its very important to the build up of urban tourist identity. In order to manifest the tourist identity of Changchun city from the visual angle. the author illuminates how to lay out and design the visual identity from eight aspects. When the visual factors arent harmonious with the envionment, they should be changed properly. As to the build up of Changchun tourist behavioral identity, the author illuminates the question from four aspects. The first aspect is the tourist affairs. It has the tremendous resounding influnce. The second aspect is the tourist enterprises, which should take "all for the tourists" as the mind identity and strengthen the occupational morality of the workers. The third aspect is the tourist managements, which must deal with the questions justly and quickly. The last aspect is the citizens behavior, which is the principal part of the urban behavior and represent the human history.