冰雪旅游品牌建设对于促进冰雪旅游产业发展具有重要意义。本文通过对吉林省冰雪旅游品牌发展现状及趋势进行分析,结果得出我省冰雪旅游品牌整体发展水平较高,特色鲜明,有较大的发展潜力。在品牌发展趋势上呈现意识逐步增强、定位渐趋合理、价值不断增长的状态,并从宏观指导和微观操作层面提出发展对策。 Snow tourism brand building for promoting the development of ice tourism industry is of great significance. This article analyzes the current situation and trend of the development of ice tourism brand in Jilin Province. The result shows that the overall development level of ice tourism brand in our province is higher, with distinct features and great potential for development. In the trend of brand development, the gradual enhancement of awareness, positioning becomes more reasonable, the value of the growing state, and from the macro-level guidance and micro-operational aspects of the development strategy.