随着旅游演艺产品的不断成熟和发展,品牌的重要性日益突出并日渐成为旅游演艺产品竞争的主要手段。在对云南现有旅游演艺品牌的调查基础上,提出旅游演艺产品的概念及特点;并以《云南映象》为典型案例分析云南旅游演艺产品的品牌化特点,针对发展中存在的问题提出建议,以此对云南旅游演艺产品的品牌经营与发展以及对其他旅游地区的旅游演艺产业发展提供借鉴。 With the continuous maturity and development of travel entertainment products, the importance of the brand has become increasingly prominent and has gradually become the main means of competition for travel entertainment products. Based on the survey of the existing tourism entertainment brands in Yunnan, the concept and characteristics of tourism entertainment products are put forward. And the characteristics of the brand of tourism entertainment products in Yunnan are analyzed with typical cases of “Yunnan Image”, and suggestions are put forward according to the existing problems in development In order to provide reference for the brand management and development of Yunnan travel entertainment products and the development of tourism entertainment industry in other tourist areas.