In recent years, rural tourism is an important part of tourism industry in our country because of its vast market demand and development momentum. , the construction of the rural tourism brand is particularly important because rural tourism have sprung up around the rise. Through the investigation of present situation of the rural tourism brand construction in Shandong, we found that rural tourism brand construction in Shandong province has achieved initial success, brand-name products began to emerge, the group brand advantage appeared, brand theory is increasingly perfect, but there is a lack of brand awareness and "trump card" products, brand positioning is inaccurate, marketing concepts lag behind, brand can't form scale effect, brand influence is still inadequate, brand development lack of unified planning. Based on this, Shandong province should strengthen the brand management in rural tourism brand construction, pay attention to brand extension, make rural tourism brand integration, using science and technology leading brands, give full play to the cultural drive, pay attention to the function of guidance, strengthen the brand marketing and other measures to strengthen the construction of the rural tourism brand.