摘要二十一世纪是属于互联网的时代，每天都有互联网企业在成立和倒闭，网民的社会化和个性化需求日渐强烈，互联网企业之间的竞争已经达到了白热化的程度。近年来，我国诞生了许许多多的互联网旅游企业，如：携程、去哪儿、飞猪等。随着互联网旅游龙头企业的不断发展壮大以及新生互联网旅游的崛起，如何在这种竞争激励的市场中生存、发展、提升品牌知名度、扩大市场份额成了每个互联网旅游企业不得不思考的问题，而品牌营销是旅游网站在市场中提升竞争力的关键要素之一，是否制定良好的品牌营销策略直接关系到互联网旅游企业是否能在市场中生存。本文以马蜂窝旅游网为主要研究对象，采用分析文献、模拟实验、询问相关从业人员等研究方法，结合市场营销策略理论和相关企业案例，从品牌形象、品牌传播、品牌维护三个方面进行问题分析，发现马蜂窝旅游网在品牌营销策略上存在着一定的不足，包括了基于UCG模式的品牌个性过渡依赖创作者、品牌传播渠道相对单一、缺乏具有辨识度的产品提升品牌形象、缺乏品牌维护。针对马蜂窝存在的问题，本文给出了包括建设自有官方旅游体验团队在内的较为详尽的解决方案。希望本文能够引起马蜂窝旅游网高层的思考，进一步提升马蜂窝在互联网旅游市场的竞争力，同时也给其他互联网旅游企业的发展提供参考。关键词：互联网品牌营销马蜂窝AbstractThe21stcenturybelongstotheeraoftheInternet.Everyday,Internetcompaniesareestablishedandcloseddown.Thesocializationandpersonalizedneedsofnetizensareincreasinglystrong.ThecompetitionamongInternetcompanieshasreachedafiercelevel.Inrecentyears,manyInternettourismcompanieshavebeenborninChina,suchasCtrip,Qunar,andFeizhu.WiththecontinuousdevelopmentandgrowthofleadingInternettourismenterprisesandtheriseofnewInternettourism,howtosurvive,develop,enhancebrandawareness,andexpandmarketshareinthiscompetitivelystimulatedmarkethasbecomeaproblemthateveryInternettourismenterprisehastothinkabout.Brandmarketingisoneofthekeyelementsfortourismwebsitestoenhancetheircompetitivenessinthemarket.WhetherornottheydevelopagoodbrandmarketingstrategyisdirectlyrelatedtowhetherInternettravelcompaniescansurviveinthemarket.ThisarticletakesMaHoneycombasthemainresearchobject,adoptsanalyticalliterature,simulationexperiments,andasksrelevantpractitionersandotherresearchmethods,combinedwithmarketingstrategytheoryandrelatedcorporatecases,toanalyzeproblemsfromthreeaspects:brandimage,brandcommunication,andbrandmaintenanceItisfoundthattheMacellulartravelnetworkhascertaindeficienciesinbrandmarketingstrategies,includingtheUCGmodel-basedbrandpersonalitytransitiondependentoncreators,relativelysinglebrandcommunicationchannels,lackofrecognizableproductstoenhancebrandimage,andlackofbrandmaintenance.InresponsetotheproblemsofMaHoneycomb,thisarticlegivesamoredetailedsol