摘要:品牌是无形资产,是营销的核心和灵魂，是提高旅游形象、增强市场竞争力的重要因素。旅游是一种无形的商品和无形的服务。所以，旅游必须要有品牌，一个地区旅游业的发展是离不开品牌的建立和对品牌价值的提高。旅游品牌在消费者心目中会产生巨大影响，会令很多人辛苦工作、努力赚钱甚至是节衣缩食去实现这一愿望。全球的主题是品牌经济，作为全球重要旅游地的中国也必须走品牌之路。建立品牌需要对旅游资源整合，提高价值以获得长足发展。白鹤梁地处重庆市经济重区涪陵，旅游业的发展前景广阔、潜力巨大，实现目的地品牌化是白鹤梁发展的必由之路。

    本文简单梳理了旅游品牌的相关概念，通过对涪陵白鹤梁水下博物馆旅游的发展现状进行分析，发现白鹤梁水下博物馆在旅游发展中品牌营销方面的不足之处，并建议了白鹤梁水下博物馆如何进行品牌营销，具有一定的借鉴意义。

关键字：旅游业  旅游品牌  旅游资源  白鹤梁

ABSTRACT:After the reform and opening up, the rapid development of China's tourism industry, has become an important part of the national economy. The brand is the intangible assets, is the core and soul of marketing, is to improve the tourism image, enhance the market competitiveness of the important factors. Tourism is a kind of intangible goods and intangible services. Therefore, tourism must have a brand, the development of a regional tourism industry is cannot do without the brand establishment and brand value enhancement. Tourism brand will have a huge impact in the minds of consumers, can make a lot of people work hard, work hard to make money even scant oneself in food and clothes to achieve this desire. The global theme is brand economy, as an important global tourism destination of China must take the road of brand. Build brand needs to integrate tourism resources, enhance the value to obtain the considerable development. White Crane Ridge is located in Chongqing City Economic Zone of Fulling, the development of tourism prospects is broad, with huge potential, realize the destination branding is the route one must take the development of crane beam.

     This paper briefly combed tourism brand related concepts, through the White Crane Ridge Underwater Museum Fulling development status were analyzed and found White Crane Ridge Underwater Museum in tourism development in brand marketing inadequacies and suggested the White Crane Ridge Underwater Museum how to brand marketing, has a certain significance.

Keywords: tourism ;tourism brand ;tourism resources;White Crane Ridge