本文分析了塑造山东省海洋旅游品牌的优势，指出了山东省海洋旅游品牌塑造中存在的问题和不足，如海岸线漫长使旅游景点分布分散，导致无法形成规模、旅游资源分配不均、基础设施建设不完善、管理体制不健全、人才短缺等问题。同时，本文阐述了山东省海洋旅游品牌塑造的发展思路：一是转变海洋旅游发展思想；二是政府加强旅游资源整合策略，形成强有力的品牌效应；三是政府加大政策扶持，创造优质环境；四是加大山东省海洋旅游品牌的宣传推介力度；五是加强基础设施建设；六是丰富旅游开发形式，增加吸引力；七是建立健全完善的管理体制；八是加强人才的培养和引进。
This paper analyzes the advantages of building Shandong marine tourism brand，and points out the problems and shortcomings in building Shandong marine tourism brand. Uneven distribution of tourism resources；Infrastructure construction is not perfect；the management system is not sound；Problems such as talent shortage. And elaborated Shandong ocean tourism brand building development idea：the first，change the thought of marine tourism development；the second，the government strengthens the tourism resources integration strategy，forms the strong brand effect；the third，the government increases policy support to create a quality environment；the fourth，strengthen the promotion of Shandong marine tourism brand；the fifth，strengthening infrastructure construction；the sixth，enrich forms of tourism development and increase attraction；the seventh，establish and improve the management system；the last，strengthening the cultivation and introduction of talents.
