City Marketing from the Perspective of Shanghai World Expo

摘要：

With the advance of economic globalization, the acceleration of urbanization throughout the world makes the cities in an unprecedented competition. In order to compete, cities have actively started marketing activities, create urban brand, and shape a good image of the city to attract investment, tourists and residents. For this reason, many cities have a significant influence for hosting major events (Mega-event), greatly enhancing the city brand awareness and reputation. The Asian financial center of Shanghai Is building an international metropolis, with host the 2010 World Expo the opportunity to enhance their international status and image, increase their influences. This article will explore Large-scale activities on the city brand of system, and then analyzes how the Shanghai World Expo will be conducted by the city brand marketing.

关键词： Expo City Brand Marketing Events

作者: NIE Jing LU Rong

作者单位: Southwest University for Nationalities, College of Management, Chengdu, China, 610041 Guangdong University of Foreign Studies, College of International Business and Management,Guangzhou,

会议类型: 国际会议

会议名称: 2010 International Conference on Management Science and Engineering(2010年管理科学与工程国际学术研讨会)

会议地点: 成都

会议语种:英文

页码: 86-98

在线出版日期: 2010-11-01（万方平台首次上网日期，不代表论文的发表时间）