Abstract: “Zhujiangyuan” is one of the most resounding natural famous brands that nature has given to Qujing, which contains rich cultural connotations. “Zhujiangyuan culture” is the unique urban cultural background of Qujing. It is the symbolic culture that guides the various cultural phenomena and achievements of the “Zhuyuan”. Excavating and refining deeply the intrinsic value of “Zhujiangyuan culture” is an effective way to enhance the image of Qujing City, and is an inherent requirement for the construction of the Zhujiangyuan eco-cultural tourism destination. The key to excavate and refine deeply the intrinsic value of “Zhujiangyuan culture” is to acquaint and understand deeply the connotation and characteristics of the “Zhujiangyuan culture”. To this end, we should make full use of Marxist positions, viewpoints and methods to understand and acquaint the connotation characteristics of “Zhujiangyuan culture” comprehensively and systematically from the following three dimensions, namely, the dynamic integration of natural culture and social culture, the inner relationship between historical culture and modern culture, and the dialectical unity of material culture and spiritual culture, etc.

Key words: Zhujiangyuan culture, connotation characteristics, three dimensions, City brand