City Brand Marketing Effect Analysis Of Shanghai Expo

With the rapid development of the national strength of China, city brand marketing using largeevents is widely adopted across China. City brand marketing will not only help with enhancingcity image, promoting local construction but also can also assist in building a local brand. Largeevent promotion is no longer fixed within the event itself but focused more on the hosting city.The hosting city can avail the chance of the event to attract investment and promote economicdevelopment. Those large events are rich in style, and the resources required and expected goalsare always huge and diversified. How to use such large events to direct the future development ofthe hosting city become an interesting and meaningful topic to research into. While notably, withthe eclipsing of the eyeball effect after the large event, how to measure the effect of the large eventis meaningful. Therefore, this paper is to analyze the promoting effect of Shanghai Expo to thecity of Shanghai.