Of Mudanjiang Tourist Destination Brand Building Research

The rapid development of tourism in the management of the tourism destination, mode of operation and have a higher level requirements.Tourism destination brand building become increasingly urgent, tourism branding and brand management as the core of China's tourism industry.Create a tourism destination brand, the development of the tourism industry and enhance the competitiveness of the tourism industry has a huge role, especially in the increasingly important regional cooperation, market competition, the brand has become a winning weapon.The introduction of the brand of thinking makes the overall image of the destination to appear in front of tourists and actively participate in market competition.Although the number of destination brand image has been set up, but not experienced enough time to test the demand in a variety of today's travelers discovered some problems, such as destination tourism resources, tourism projects of similar, repeated construction in tourist areas.Therefore, how to shape the tourism image and brand to consumers the full and effective communication become tourist destination one of the problems be solved.The paper studies destination of tourism brand from the angle of the competition of the brand which is the development trend of competition of destination of tourism, and based on the previous studies and references of instances, the author differentiates and analyses relevant concepts of destination of tourism brand. Destination image and text to the core brand building, combined with Mudanjiang Jingpohu Tourism Enterprise Group Tourist Development of the brand and the problems examined in depth the strategy of brand building in Mudanjiang city tourism, and draw relevant conclusions.