Download City Marketing from the Perspective of Shanghai World Expo

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City Marketing from the Perspective of Shanghai World Expo
NIE Jing, LU Rong
1. Southwest University for Nationalities, College of Management, Chengdu, China, 610041
2. Guangdong University of Foreign Studies, College of International Business and Management,
Guangzhou, China, 510006
Abstract: 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.
Keywords: Expo, City Brand, Marketing, Events
1 The Basic Theory
1.1 Overview of City Marketing
The emergence of City Marketing can be said to be a necessity. Economic globalization leads to a more
free flow of variety of factors of production in the global scope, inter-city competition for resources
from the past a region or within a country into the global competition. Many cities in developed
countries declined rapidly after experienced a boom in the end of last century, the big reason is the most
important factors of production "capital" are attracted to the lower cost emerging developing countries.
To address this situation, urban marketing research rising and developing in Europe and the United
States "the father of marketing," Philip Kotler is one of the pioneers
Kotler in his book of "Marketing Place: Attracting Investment, Industry, and Tourism to Cities, States,
and Nations" (Chinese translation: "Local marketing: cities, regions and countries how to attract
investment, industry and tourism"), defined the concept of region marketing ( Here the region, including
national, regional and city concepts) as a market-oriented enterprises, Vision for the future development
of the region identified as an attractive product to strengthen the local economic base, take the initiative
Marketing regional characteristics, to meet and attractive existing and potential target market more
efficiently (mainly including industry, investors, the settler population, tourists and meeting people,
etc.).
After years of development, City Marketing generally formed into two schools in North America and
Europe.
As the representative of the North American school Kotler emphasizes the city as a business to run, and
more from the perspective of urban economic development, focusing on the City Marketing Strategies
of executable build and promote the process of economic development as the ultimate goal of urban
development
Urban Marketing scholars of European School emphasize the city as a "product", emphasis the thinking
of "product" on cities, through the planning tools designed to meet the market needs of the urban
products (such as: urban tourism, industry, environment, infrastructure). The most representative is the
definition given by the two scholars of Ashworth and Voogd (1988): city marketing is that some specific
planning activities, whose aim is to improve the relative market position of the city in certain activities,.
The two scholars also promote a marketing-oriented to urban planning, urban image of the proposed
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system, strategies, that is, city's image strategy includes three key parts, the formation of urban products,
city image building and City image Marketing
From the view of two schools we can see, city marketing is a Emerging discipline combined urban
management discipline with emerging market marketing disciplines, disciplines from the marketing
discipline as a starting point to think about how the city should develop its own. It is no doubt that 2010
Shanghai World Expo will be a big city marketing, this article will analyze from city marketing
perspective how the city of Shanghai marketing its brand through World Expo .
1.2 View of city marketing and city branding events
Mega-event, also known events (as in the domestic circles the word "event" has been translated as
"events" and "activities", so in this article, "Events" and "activities" as a synonym) or large-scale festival
events, because of its magnitude, can causing the impact of significant concern on community activities
and destinations attendance, target market, the level of public economic participation, public impact,
extent of television coverage, facilities construction, economic and social structure.
In accordance with the Getz D (1997) definition, the capacity of large-scale events should be more than
one million viewers, the cost of capital should be at least 500 million U.S. dollars, and its reputation
should be a "must-see" activities, from the host sense, large-scale activities means large-scale events to
create high levels of tourism, media coverage, prestige and economic benefits for the host. Hall (1992)
study from the perspective of activities and tourism activities are those that the big international tourism
market as the goal of activities, from their attendance, target market, the level of public economic
participation, public impact, extent of television coverage, facilities, and the host of economic and social
structures impact the size of these areas to define "large-scale activities." Which football World Cup,
Olympic Games and the World Expo are large-scale typical events. I personally think that, in addition to
the above definition, should also be a major event with international events (Event), the major activities
should have a high international reputation, to attract people of different countries involved
The so-called City brand, is the unique comprehensive impression of individuality and psychological
perception of urban consumers , manifested by the city name, logo, logo attractions, cultural, spiritual
and other factors or a combination of factors to the consumer to distinguish from other cities, and allows
consumers produces some of the natural association of the city. City brand derived from the city
marketing theory. Active publicity activities in many cities, even massive construction projects to
improve the city's image, the goal is to establish a good brand image of the city, so the city has a
monopoly of resources to help the city gain an advantage in the competition.
For urban brand, hosting major international events is a very effective brand communication strategy. As
the host city to organize a greater influence on the political, economic, sports, cultural activities, through
large-scale activities to expand its brand influence in the city to raise public awareness of the city,
awareness, recognition and reputation, further enhance the brand image of the city. From Beijing
Olympic Games to Shanghai World Expo, an opportunity by holding large-scale activities to promote
their own countries and cities, to attract tourism and investment, Prosperity the local economy has
become a common means
City Marketing has given us a new perspective view on events, the most important function of the
events is to promote the host city of the marketing communications, to improve the city's image while
promoting a variety of urban products. From the perspective of city marketing, event more like a city
use it’s own large-scale advertising and marketing, public relations, event participants and concerns to
know the host city, has become the consumers of a city brand audience and even the spread of the city
product.
Many cases tell us that the success of the city to hold a major event will bring huge benefits of it’s brand,
such as: the Sydney 2000 Olympic Games; the 2002 World Cup in Seoul; 1999 World Horticultural
Exposition held in Kunming; Boao Forum for Asia held; to hold film festivals in town of Cannes in
French. These cities became the focus of world though large-scale activities and shaping, improving the
urban brand though the process of the organization of major events.
1.3 The major activities mechanism on the city brand
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Chinese scholars Guang-Quan Dai, Bao Ji-gang point out in the "99 World Expo to city imager":
large-scale events involving a wide range, extending a long time on the event venue; large-scale
activities with tangible and intangible impact; One aim of organizing large-scale event is to create
activities and extend the image, or to reverse the negative image of the original.
Large-scale events impact on the city brand is an indirect process, rather than direct. The preparatory of
large-scale activities, to stage the work undertaken by the city, the continuation effects of the end of
large-scale activities, long-term effects of a local tourism, media coverage and so many factors
ultimately affect the superposition of the city's brand.
Here, we will analysis from four points of view that major events effect on the city brand: improve the
overall urban environment, improve the rate of urban media, urban public participation, and urban
economic development. Reference from Jiang Zhibin "big urban projects brand and activities of brand
management," "mega-events on city image impact mechanism", combined with this article, big event on
the city brand of system diagram (see Figure 1).
Urban
environmental
improvement
Events
Public
participation in
city
Urban
Economic
Development
Infrastructure
improvement
Beautify
the
community and
city attractions
The
improvement
of
people’s
behavior
civilization
Improve
public
satisfactio
n
and
ownership
Improve the city
reputation
City
Brand
Enhance
the
local tourism
service quality
Increase
employment
Increase
revenue
Improve
the
urban
media
coverage
Improve
tourist
satisfaction
city
Tourism
promotion
Sustainable
developmen
t of urban
economy
Increase
number
visitors
the
of
Improve the city
known
The association of Events brand and
urban brand
Figure 1
We can see from the figure, large-scale events impact on the city brand of the main mechanisms are:
Large-scale activities to improve the environment through the whole city, Public participation in city,
improve Urban Economic Development, to raise the city media coverage to play a "major event" effect,
Brand associated with urban brand through large-scale activities, enhancing the city's visibility and
reputation, set a good brand image of the city. Public, tourists, media events of the audience are the
urban brand of the Audience. Through the preparation and implementation of large-scale activities, to
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establish a strong brand image of the city in the eyes of the audience, after large-scale activities, the
constant building up the city brand, a city with established brand image, brand in the spread of the city
continuously improve the city's visibility and reputation, eventually forming a virtuous circle to fulfill
the ultimate goal of organizing large-scale activities.
The brand communication process requires a number of media, these media include: the government,
the public, tourists, media. An event spread of the urban brand is a complex, long-term process, which
determines the city hopes to promote the brand through host large-scale activities needs a good city
planning.
As the large-scale activities on the role of urban economic development requires a longer time to reflect,
Shanghai citizens participation unable to determine temporarily, Events described in more detail below
with the name brands of brand interaction, and according to the 2010 Shanghai World Expo in the
preparatory work of the actual situation, the overall environment from the city, the Expo publicity tour
to promote the city three aspects to analyze.
1.4 Notes on promote the city through the large-scale activities brands
City managers in cities with major brand promotion activities should be aware of the following few
questions:
First, determine the major theme of the event starting from the characteristics of this city, as much as
possible so that the city's history, tradition and geographical characteristics of a generation. 99 years of
Kunming World Horticultural Expo's theme - "Man and Nature - in the 21st Century" and Kunming in
Yunnan as well as beautiful natural scenery had contact
Second, the impact should give full play to, invited a large number of foreign journalists to participate in
activities actively, wide publicity given to reports, but also activity at the hotel where guests active in
various forms of city image campaign and public relations activities. Host cities also can invite more of
them around the city to participate in, create a synergistic effect.
Third, large-scale publicity activities embedded in the city publicity as much as possible. Event publicity
in the media to develop detailed strategies to promote the city image to attract tourists. Some common
methods, such as: activities, posters can join the city's landmark buildings; feature stories on major
events to add to the description of urban history and customs.
Fourth, the government departments to actively expand tourism marketing. Host city department in
charge of tourism, and even national level, government officials must take the initiative to respond to
carry out large-scale tourism marketing activities to attract more visitors to take part, while large-scale
activities carried out in the local tourism consumption. During the 2002 World Cup, Seoul city brand
strategy to achieve the ultimate upgrade, up to the "national public relations" level. Then-president Kim
Dae-jung himself to make the city of Seoul Brand Ambassador, make the offer to the world "welcome to
Seoul, welcome to Korea!"
2 To Build the City Brand by Shanghai World Expo
2.1 The relationship between Shanghai city Brand and World Expo
Many of the research literature on large-scale events have shown that when major events organized by
the city and city correlation between brand positioning, the major activities on the urban development
will have a greater role in promoting. Therefore, the city held in the choice of his own to a large-scale
events, must first consider the large-scale activities are compatible with the city brand to promote people
to have a positive association of urban brand. Here we will use the brand association theory, analysis of
Shanghai World Expo and how to create an interactive brand relationship between (see Figure 2).
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Shanghai
Brand
World Expo
City
Positi
oning
"International
metropolis"
Positioning
Brand association
People's awareness
ofExpo
Figure 2
2.1.1 Shanghai Urban brand positioning
To discuss the relationship between Shanghai urban brand and the World Expo , first we need to
understand the brand positioning of Shanghai
For a long time, Shanghai is the first of the economic powerhouses as China, gives a strong business
atmosphere. The history of this glorious city from the objectively determined, the brand of Shanghai as a
"commercial capital of China", "China's economic center." "2007 China Urban Competitiveness Blue
Book" in the City Brands Index, shows that the brand second only to Shanghai City, Beijing, ranked
second in China. These are that the Shanghai city brand already has a good foundation
According to "Shanghai Urban Master Plan (1999 - 2020)" in the Shanghai urban development goals
that: "in 2020, the initial Shanghai into an international economic, financial, and trade center, the basic
establishment of an international economic center of Shanghai city, basically completed Shanghai
international shipping center. "City position as:" an important economic center and shipping center, the
state historical and cultural city, and will gradually build a socialist modern international metropolis, the
international economic, financial, trade and shipping center. According to the planned "international
metropolis", the "four centers", we can see the city of Shanghai has been re-positioning the brand in the
"center of world-class city and one of the world economy," the brand positioning than in the past "China's commercial capital," "China Center" significantly step forward.
A clear brand positioning of Shanghai city, the city manager to do is how to achieve the public
perception and positioning the city brand is consistent. Expo this global profile international events, it
naturally became the city of Shanghai to promote the brand of choice.
2.1.2 Shanghai Urban brand association and Expo
Brand association is when consumers see a specific brand, can be triggered from his memory any idea of
the brand, including the feelings, experiences, evaluation, brand positioning, etc. These ideas may come
from consumers in all aspects of daily life. Brand association is built on the basis of brand recognition,
but only on the brand and features, characteristics, cultural significance and relevance of events with
knowledge, the message comes as may occur in the cerebral cortex extensive contacts, the formation of
network systems, generate brand associations.
Urban managers in the process of marketing the city should pay attention to how marketing activities to
the public on the city have a positive brand association, and strengthen the positive image of the city to
reduce the negative brand association, weakening the negative image of the city
Expo held in Shanghai is given an enhanced opportunity for the city brand and positive association,
especially the brand of "international" element. This is because people's perception of the World Expo in
Shanghai with the above mentioned "international metropolis" brand positioning resonated, as the
Shanghai city brand to bring a natural brand association
First of all, the Expo is a city-backed large-scale activities, it is a sign of urban competitiveness. Expo
will be held from the first session of the city of London began; each host city of World Expo is a
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world-class city. This makes the "Expo in the city" in the minds of people occupy a special place - a
successful host city to host the World Expo will be made clear in urban management, economic level
and so have the standards of the international metropolis. This special status Expo and indirectly the host
city for the city to bring the brand identity brand.
Second, the Expo is a worldwide, non-trade of bulk products and technical exchanges show a large expo,
the world will display their outstanding industrial products, especially high-tech products. Therefore, the
Expo will be praised as the world economy, science and technology community, "the Olympic event."
Each Expo has a number of enterprise products in this arena by the success of the Expo. This strong
international business climate and the Shanghai city echoes the brand's core - as the World Expo is a
national, economic and technological strength of enterprises to show the best choice, Shanghai will
become the center of one of the world economy will also be doing business in foreign enterprises
excellent choice.
As the Olympics in Beijing, Shanghai World Expo will allow the focus of world attention. Expo will
show the world how to help people learn more about Shanghai, so to Shanghai into the "international
city", the "four centers" will greatly accelerate the pace of the test of Shanghai city manager a problem.
2.2 Upgrading of Shanghai Brand
Expo will bring opportunities for urban development is beyond doubt, but more important is whether the
city manager a real grasp this opportunity, with the Expo's own powerful brand for the city, especially
the long-term development of the city lay the foundation for the brand. This article from the overall
environment of the city, the Expo publicity tour to promote three aspects of the city is how to use the
World Expo in Shanghai, to upgrade urban brand.
2.2.1 Urban environmental improvement
To make the Expo 2010 world-class events such as success, Shanghai urban infrastructure, the old town,
marked buildings of Deng Jun on a large scale transformation. World Expo application successful 8
years, the Shanghai World Expo organizers to seize an important opportunity, accelerated urban
construction, to Shanghai's modernization process one big step forward.
After a new round of construction, the Shanghai central city roads increased by more than 11% in 2008,
the Center City Expressway to 145 km, compared with 25% growth in 2008; Shanghai Foreign further
enhance the transportation capacity.
Counting from the January 2008 New Shanghai Metro Line 8, currently has 12 subway lines in
operation, many places can be reached by subway. Shanghai has become China's first subway mileage
over 400 km of the city, the subway network size, is enough to emulate London, New York, Tokyo's
subway construction
Many of the old city of Shanghai, a long time gives a dirty, chaotic, bad feelings, but for various reasons,
has been without cure. Such as the famous people Road is a long history of Ring Road, Tung Tau near
the Bund, Yu Garden City God Temple is south of the north, near People's Square, Nanjing Road, but is
now appears that such a prime location in the city in response to the Expo before the transformation is
how like? Low on both sides of the road all the old buildings in Shanghai, the street of shops, so would
have very narrow roads, even more of the dirty and congested. As a major supporting projects will be
one of the Expo, Henan Road near Renmin Road widening project starts conversion, have also been
implemented, Renmin Road, smooth jam comprehensive transformation of the original mess, congestion
disappeared, replaced by clean, smooth.
Shanghai Bund is also symbolic of the century ushered in the largest ever in a comprehensive reform.
The core project is to construct a double 6 Drive fast track in the transformation of the Bund
underground, the Bund 11, Drive reduced the original ground 4 Drive. Transformation is complete, a
large number of vehicles passing through the Bund from the ground into the ground, the Bund also by a
ground-based space vehicle, into a people-oriented space, public open space for visitors play a
substantial increase in public spaces 40% tourist accommodation was more than 50 million passengers.
In addition, urban greening, urban drainage systems, community and environment, also received a lot of
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improvement
Alleged that after the end of the Expo, Expo area will also be planning for the "Expo Park", a new
tourist attraction in Shanghai. Meanwhile, the World Expo of wide public concern, "China Pavilion" and
other special buildings will be retained. I believe this building will be full of Chinese flavor as
Shanghai's landmark buildings, and the Oriental Pearl Tower, the Bund in Shanghai with the city as part
of the brand.
After World Expo preparation work, today's Shanghai city a new look, the whole city environment,
especially the city's image on to a new level, urban brands for the construction of major, long-term role
in promoting
City's environment is an important component of a city brand part because when people mention a city,
Often think of the local landmarks, traffic conditions, the degree of environmental aesthetics etc.
"Smooth flow of traffic", "beautiful", "fully equipped", a new landmark in Shanghai and other visual
elements will be an important part of the city branding, and through the Shanghai tourists and the
public's praise, as well as media reports are widely disseminated
2.2.2 The Shanghai city brand "embedded" in Expo publicity
As the major event itself will attract a lot of news media and public attention, increasing the city's media
exposure, thereby greatly enhancing the city's reputation, recognition. Beriatos and Gospodini (2004)
analysis of 1996 Barcelona Olympics and 2004 Athens Olympic Games that the Olympic Games Cheng
Shi demonstrate an important platform for the public image of the large holding events to the public in a
short but very concentrated period of time the utmost concern to a particular areas (countries or cities),
city, therefore for the international media access to promote their own well-planned opportunities for a
specific image. So, with high economic, political, and cultural power by organizing a world-class city's
large-scale activities to develop urban marketing and brand communication for the public's
understanding of the event in better and feel the city's development and improve city brand.
After a successful bid to host the World Expo in Shanghai will launch a major publicity Expo. From the
organization has adopted, including news, outdoor print, television film, network information, including
multimedia communication, etc. means. Major domestic and foreign media reports, advertisements
Expo, a national public relations campaign swept the polls come a time, the Shanghai World Expo will
be the focus of attention across the country.
Thus, the spread of the Shanghai World Expo in China is very successful. More importantly, the
conscious adoption of the Shanghai World Expo posters, advertising packages (up to 11) the success of
such means, "embedding" the "Shanghai" itself, the method of using visual communication,
demonstrating a new Shanghai city image, on the dissemination and promotion of the brand of Shanghai
has a very positive sense. As the international Expo, making Shanghai the foreign media frequently
exposed, virtually has greatly increased the brand of Shanghai's brand penetration in a foreign country,
an increase Shanghai's international reputation
Figure 3, Figure 4 2 Shanghai World Expo posters, in addition to familiar Shanghai World Expo logo
and mascot "poster", we can see that the Shanghai city appearance and landmarks. Figure 3 by the
symbol of Shanghai buildings consisting of buildings, reflecting the achievements of Shanghai's reform
and opening-up, reflects the prosperity of Shanghai, a modern side. Figure 4 highlights the symbol of
Shanghai buildings "Oriental Pearl TV Tower.
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Figure 3
Figure 4
In addition to posters, the Shanghai World Expo promotional materials, "Our city, our Expo," the short
way through the lively, bustling Shanghai communication, harmony, diversity side, both have built a
strong Chinese culture, but also international of the inclusive and build the Shanghai
International city must have a distinctive feature is the multi-cultural collection. If only a single, national
culture, it can not form the image of an international metropolis. To create "international city" brands
Shanghai must pay close attention to Expo once-rare opportunity to show the world the all-inclusive,
tolerant side of things.
The theme of Shanghai World Expo this year - "Better City, Better Life" (corresponding to English
slogan "Better City, Better Life"), highlighted the "city" concept, expressing the people's vision of
modern life - a more appropriate person Home of the urban environment. Shanghai Expo theme closely,
through the city to host the World Expo and the natural connection, as well as enhanced awareness of
this link, to the world to convey "the city of Shanghai will never stop striving for excellence, becoming
more and more perfect pace."
Among them, the Expo theme of the poster is a good representative. The theme of Expo posters (Figure
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5), the Chinese characters of "Shanghai" once and urban English name "Shanghai" appears three times,
the Sino-British Culture Expo slogan appears twice. Help people to "Shanghai" and "City, Better Life"
link, and continue in the API and public relations activities to strengthen this link.
Figure 5
Posters and advertising pieces is to strengthen the role of co-brand the visual identification of Shanghai
(Visual Identity), the Shanghai city brand in the "modernization", "China Business Capital" and
"internationalization" and other elements of the abstract to be lively show in people's eyes.
2.2.3 Shanghai World Expo Tourism Promotion city branding
With the large-scale activities in major cities the world has brought great success, especially for the huge
city role in promoting tourism, event and event tourism (Event & Event Tourism, referred to as E & ET)
has become a research hotspot in the Western tourism.
Getz D proposed the definition of event tourism: Event tourism is developing all types of events, system
planning and marketing, to become the core of tourism activities in the tourism attractiveness of a
particular form. In addition to the event itself as a tourist product, it can take this opportunity to promote
the city's other tourist products, such as the city's culture, natural attractions, and even to cooperate with
surrounding cities to promote regional tourism.
There is no doubt that large-scale events held in the city to promote their tourism products, to establish
the city as a great opportunity for tourism brand. First large-scale activities as an important tourist
attraction, are drawn from the actors as well as the city's tourists, these tourists will be the brand was
very important to communicators. City tourism brand is an important part of the city brand, brand
awareness and reputation tourism directly or indirectly affect urban brands such as: the famous tourism
city of Zhangjiajie, with its excellent brand, widely acclaimed in the country. City should be held in
major events during the planned visitors to participate in events to promote tourism products, and ensure
the quality of tourist reception.
Shanghai tourism after years of development, already have a good foundation. Shanghai already has a
group of a certain brand influence of the traditional attractions, new high-quality tourist attractions are
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also emerging. Tourist facilities and tourist hospitality industry has been very comprehensive, such as:
Shanghai a large number of hotels and hostels that ensure the quality of tourism services firm backing.
More importantly, tourism-related departments in Shanghai with Expo conscious , external active
tourism marketing , promotion of local tourism products to attract more tourists.
China National Tourism Bureau and the Shanghai Municipal Government jointly released the 2010
Shanghai World Expo to the world tourism slogan and image of the logo. This is the first release at the
national level, "city" as the theme slogan and image of tourism logo.
Expo tourism slogan is "Shanghai, China found that more • Experience More" (More Discovery More
Experience). Slogan of "discovery" and "experience", expressing the Chinese and foreign tourists to the
Expo, "City" theme for the rich experience; two "more", said the one hand, foreign tourists can Expo
"discovered" and "experience" the world's cities, on the other hand, said foreign tourists can easily go
through the Shanghai "discovery" and "experience" the Yangtze River Delta, Yangtze River Valley and
other parts of the city.
Tourism Image Expo identified by the classical Chinese decoration blue "water", the black color of the
Chinese calligraphy cursive style "Shanghai", the blue letters "Shanghai" and the orange and blue Arabic
numerals "2010" form, the blue represents the Shanghai " Welcome to Wikipedia, "the spirit of the city,
orange is the performance of the city's vitality, passion, fashion and fun, and the Expo tourism slogan"
discovery "and" experience "echoes. Expo tourism slogan and image of the logo will be used in future
World Expo tourism product portfolio integration and tourist routes. (See Figure 6)
Figure6
Shanghai World Expo publicity overseas travel is also very place. By the China National Tourism
Administration Du Jiang, deputy director of China's tourism delegation led by New York host the "China
Tourism Night Expo" event opened the World Expo in China tourism promotion in the United States the
curtain. After they went to the Nordic National Tourism Promotion Board, in Copenhagen, Denmark,
Norway, Oslo, Stockholm, Sweden, and Finland's Helsinki hosted four games in China, "Travel Expo"
theme promotional activities. I believe this series of public relations marketing campaign will bring
more overseas visitors Shanghai.
Expo scheduled target of 70 million visitors, to achieve this goal requires Shanghai and even the efforts
of the tourism sector at national level. Even if the number of visitors reached the target, it allows visitors
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to participate and share the same time the World Expo in Shanghai are attracted to other tourist spots,
even in the tourist city in the process of falling in love, spread the city, remember the city is a more
formidable challenge.
3 Summary and Recommendations
Based on the large-scale activities and urban brand interaction to the analysis of the 2010 Shanghai
World Expo as an example, from the urban environment, city promotion, tourism promotion of the three
major events are discussed in detail as an important carrier of urban marketing, urban brand
communication play role in promoting.
2010 Shanghai World Expo Shanghai will upgrade the unique brand of a major marketing opportunity to
see, once seize this opportunity to complete a brand upgrade; you can greatly enhance the international
visibility and reputation in Shanghai and expand the city's influence, speeding up urban economy
development, and ultimately aim to enhance city competitiveness. To seize this opportunity, managers
need to test whether the city with marketing ideas, brand awareness, strategic planning capacity.
We can see from the above, the Shanghai Municipal Government as the most important role of city
managers, marketing for the help of Shanghai World Expo brand to do a more comprehensive
preparation. First of all, the Shanghai Municipal Government for the Expo will be a variety of public
relations and publicity, particularly in the tourism promotion made careful planning; Secondly, Shanghai
Expo will take the opportunity to complete the transformation of the city, improve the urban image
successfully; Finally, Full consideration to host the Expo and the integration of urban development
strategies .
More than a month since the opening of the Expo, from which we can also find some shortcomings. In
this article on the shortage and the use of the Expo will bring long-term effects of proposed three
suggestions:
(1) To enhance crowd control duties at the World Expo site. Historically, mass aggregation events more
or less mobility problems. As the World Expo powerful charm since its opening has attracted a large
number of foreign tourists to visit. Although tourists are a good sign, but recent media reports from the
World Expo site circumstances, it cannot be optimistic about the situation of tourist congestion. Popular
venues (China Pavilion, Saudi Arabia Pavilion, Japan Pavilion and so on) the front of the long queues
starting to make the World Expo was a crowded stadium. In fact the number of visitors to the Expo did
not reach expectations, but it still seems so confusing, can be seen when the World Expo in Shanghai in
the organization did not fully take into account the number of tourists has brought the congestion
problem, naturally, not very good ease countermeasures. In addition, due to uneven quality of tourists,
littering, trampling the phenomenon despite repeated prohibitions green space, much of the destruction
of the World Expo area beautiful. These issues will affect the image of Shanghai city, especially in the
image of foreign tourists, is not conducive to brand building of Shanghai.
Shanghai World Expo can learn from the experience of the World Expo in Osaka, will provide a
discount divert tourists. Osaka Expo tickets using the number of visitors at night about 20%, helps to
regulate the number of tourists visiting time distribution, and thus alleviate the peak periods within the
Expo Site and peripheral tolerance.
It should also improve the Expo area guide system that allows visitors to receive timely information on
visitors to reduce the blindness of the tour. Expo venues inside and outside the set of all identity, can
help exhibitors and visitors a clear direction to guide the direction, suggesting that the situation, guide
the trip and so on.
(2) Full effect after the Expo. Past experience shows that the World Expo, to continue to make good use
after the Expo will be the after effects of the Expo, can the city get the help of Expo this booster a new
round of development. Developed by the World Expo exhibition venue, after layout, part of the complex
features, such as the China Pavilion, a tourism point of long-term preservation, new tourism products in
Shanghai; the other part can continue as a new exhibition venue for the development of the city MICE
industry. China should speed up after the end of the Expo just to carry out more frequent international
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publicity, strengthen the brand image of Shanghai, actively strive for more international economic,
political, and sports right to host.
After the Olympics, Australia implemented a "wide range of media plans," has invited more than 3,000
famous foreign media came to Australia by the Australian officials accompanied them to go throughout
the interview, quickly changed in the international presence in Australia had the impression in people
The "vast wasteland" image, in the shape of international tourists with a strong modern image of urban
culture.
(3) After the investigation. Expo Shanghai after the city manager shall be composed of a special
investigation team, started for the Shanghai World Expo will bring the city to investigate the impact of
the brand.
The purpose of the investigation after investigation after the Shanghai World Expo, Shanghai, brand
image for the domestic and international public perception. The survey questionnaire covers visits to the
Expo to the public and the public does not visit the Expo. Preferably in the form of a questionnaire
survey to commence design of the questionnaire questions related to satisfaction of the World Expo, the
city tourism image perception, potential tourists will perceive the image of Shanghai as an international,
urban environmental awareness, a sense of belonging and so significant for the city brand impact of key
factors. Some of them are foreign public inquiry can be a market survey commissioned by Foreign
Service providers.
Investigation can be determined after the Shanghai World Expo by Shanghai city brand for the real
impact of the Expo organizing process, the city of inadequate marketing activities for the future
Shanghai Shi further guidance on organizing large scale events.
Above this point is the proposal for the Shanghai World Expo. Urban brand building is a complicated
systematic project, a working link to any mistakes are likely to have significant adverse effects.
Therefore, during the World Expo held in Shanghai's city manager must maintain a high degree of
attention, there must not affect the image of the accident in Shanghai.
In the Expo before the APEC meeting in Shanghai is F1 race, the Shanghai Tennis Masters Cup, a fixed
number of major international events held in places. These are international brand of Shanghai has laid a
good foundation, international city charm unfolding. The Shanghai World Expo is to upgrade the city
brand "international metropolis", the "four centers" the most important step. I believe the success of the
World Expo held in Shanghai city will create a brand new era.
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