Research On The City Marketing

Since the First session at 1851, after more than 150 years of heritage and development, World Expo has went by the name of"Olympic ball"in global economy,culture ,science and technology. It not only displays new concept, new idea and new technology, but also raises the international status and reputation of holder-city as a marketing tool. The 41St World Expo was held successfully in Shanghai from May 1st to December 31st of 2010. The Shanghai World Expo had been the focus of the World, what is more, it highly raised the international status of Shanghai.As another major event of China after the Beijing 2008 Olympic Games, the successful experience of the Shanghai World Expo has always been the most important thing which the whole community concerned. The strategic planning and promotion strategies of Shanghai Municipal Government have great impact on Shanghai World Expo. According to the author's survey, very few specialists research on how the Government carry out major activities to operate city marketing. Therefore, the author hopes this paper can help our government carry out city marketing better.This paper is composed of three parts altogether. The first part is chapter one-preface. Backgrounds,significance, the research present, frame, means and creation are introduced in the preface. The second part constitutes the chapter two and chapter three, which is a fundamental part of the theory of city marketing. In this part, the author put forward the basic principles and analysis the guidance of the public management theory for marketers. The third part is the core part of this paper, constituted chapter four and chapter five. Taking Shanghai World Expo as example, the author describes in detail how Shanghai Municipal Government implement the strategic planning and promotion strategies. Through the analysis of this chapter, the author expects the city government can better carry out the various activities on city marketing.