Abstract: Taking consumers of sea cucumber as survey object, the survey was conducted using method of designing questionnaires and field visits．The study found that, brand recognition of Yantai sea cucumber enterprises was not high．Seafood market was main way to buy sea cucumber．Type of products purchased was mainly dried sea cucumber．The use was mainly to send to parents．Way to obtain sea cucumber information was traditional media, new media and recommended by relatives and friends．Quality was the most important factor for consumers．Yantai sea cucumber brand image measurement index could be extracted into three main factors: enterprise image factor, product image factor and origin image factor．Suggestions on brand construction of Yantai special agricultural products were put forward from corporate image factor, product image factor and origin image factor．