Expo Specification: Global Marketing And The Chinese Practice

The World Exposition is a large-scale international exhibition sponsored by thegovernment of a country with multilateral involvement of different countries andregions and international organizations. It is a wonderful opportunity to displayhuman achievements in the fields of social, economic, cultural and technological. Asa worldwide, non-trade, large-scale product demonstrations and technical exchanges,the World Expo acts as an important way to exchange different civilizations and toshow comprehensive national strength of all nations in the world. The World Expooriginated from the Great Exhibition of the Works of Industry of All Nations held in1851. It has formed a complete set of international norms during the160years ofdevelopment.This paper first introduces the implication and development process of the WorldExpo, and then further conducts in-depth research of the International ExhibitionsBureau, an international organization. From the three perspectives of internationalpolitical developments, the host country and participating countries, and urbanactivities in international relations, the paper studies roundly the World Expositionunder the vision of international relations.Observing the World Exposition from the theoretical overview of internationalrelation norms, the World Expo in essence is the creation of a system of specificationswhich was con-founded by the Member States of the International Exhibitions Bureauand changing with the development of the international community. The specificationadvocacy is obviously reflected in the aspects of bid for the World Exposition,operation, exhibitions, etc. This paper puts forward the concept of the "Expo norms"refined based on the international specifications formed in practice and closely relatedto the World Expo, and explains five norms involved in Expo specification system:application for registration norms, norms of organizers and participants, exhibitionnorms, environmental protection norms and the norms of the pursuit of peace. The paper takes the Shanghai World Expo2010as an example, analyzes howShanghai makes its way to learn, use, and innovate Expo norms and eventuallyachieves success during the periods of biding, organizing and hosting the World Expo.The significance of case research undertaken lies in fully assessing the learning andthe implementation of our country for one kind of international specifications.Proceeding from the case research of Expo norms practice of Shanghai, the paperanalyzes how China should be positive learning to adapt to international norms so asto further integrate into the international system with the aim to play an vital role inmaintaining world peace and promoting common development when it activelyparticipates the process of the international system.