HUANG Liuying¹，PU Pian²

（1.School of Management, Zhejiang University, Hangzhou 310058, China; 2. School of Management, Zhejiang University, Hangzhou 310058, China）

Abstract: With the rapid development of tourism in Tibet, more and more tourists flock to Tibet and brought back a lot of mysterious Tibetan culture symbols, Makyeameis one of the symbol which frequently appear in thetravel notes.With the classic story,Makyeamebecame a famous brand even became an important tourist attraction in Tibetan. Around the "the pre-existence of Makyeame ", "the present of Makyeame ", "Makyeame outside of Tibet ", “the future of Makyeame”.the material can help us have a profound understanding of brand story, cultural management, brand chain and other topics. Through the analysis of the case and seminars designed, we can share the knowledge of tourism brand,and develop the ability to analysis problems systematically and solve them efficiently.

Keywords: leisure catering,brand experience, Tibetan culture, Makyeame, development strategy