自二十一世纪以来,我国旅游业的发展一直都非常迅速,而旅行社作为我国旅游业的重要部分,在近几年的时间里也得到了数量和规模的扩大。但就实际发展现状来看,旅行社仍然没有真正脱离“小、散、弱、差”等特性,无法真正形成品牌效应。本文以大连市为例,详细分析了大连市旅行社的品牌建设现状,并利用SWOT分析法深入探究了大连旅行社品牌的战略发展环境,最终提出了相应的发展策略。 Since the beginning of the 21st century, the development of tourism in our country has been very rapid. As an important part of China’s tourism industry, travel agencies have also been expanded in number and scale in recent years. However, the status quo in terms of actual development, travel agencies are still not really separated from “small, scattered, weak, poor ” and other features, can not really form a brand effect. Taking Dalian as an example, this paper analyzes in detail the status quo of brand building of travel agencies in Dalian and uses SWOT analysis to deeply explore the strategic development environment of Dalian travel agency brands, and finally puts forward corresponding development strategies.