旅游地品牌竞争力作为旅游地提高旅游竞争力的集中表现,现在越来越受到重视,旅游产品开发同质化愈来愈严重的内蒙古旅游业当今情形下,旅游地品牌竞争更加受到青睐。本文通过旅游地品牌竞争力的理论分析,可知通辽市扎鲁特旗旅游品牌竞争力面临着更大的挑战和机会,要提高扎鲁特旗旅游竞争力,必须打破内蒙古草原旅游开发中出现的同质化现象,打造自己地域文化特色的品牌营销战略。 Tourism brand competitiveness as a concentrated performance of tourism to improve the competitiveness of tourism is now more and more attention, more and more serious development of tourism product homogeneity in Inner Mongolia Tourism Today, the brand competition in tourism is more popular. Through the theoretical analysis of the brand competitiveness of tourist destinations, we can see that tourism brand competitiveness of Zarroute Banner in Tongliao City is facing more challenges and opportunities. To improve tourism competitiveness of Zhalute Banner, we must break the phenomenon of homogeneity in tourism development in Inner Mongolia and create Own regional cultural characteristics of the brand marketing strategy.