City Marketing from the Perspective of Shanghai World Expo

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.