本课题以四川省乡村旅游的发展为实证研究对象,结合品牌形象理论、品牌定位理论、基于品牌识别的品牌创建理论、在分析乡村旅游行业现状和发展趋势的基础上,从消费者分析、品牌定位、品牌内涵分析、品牌创建与推广和品牌管理等方面探索乡村旅游在面对升级换代的背景下实施品牌化战略的路径和模式。 In this paper, the development of rural tourism in Sichuan Province as an empirical research object, combined with brand image theory, brand positioning theory, based on brand recognition brand creation theory, based on the analysis of the status quo and development trend of rural tourism industry, from consumer analysis, brand Positioning, analysis of brand connotation, brand creation and promotion, brand management and other aspects to explore the path and mode of implementing the brand strategy in rural tourism in the face of upgrading.