Research On Shanghai City Image Promotion Strategy

In 2016,the Disneyland will start its operation in Shanghai.As the first Disneyland in Chinese Mainland,Disney will bring happy feeling and unforgettable memory for the tourists and it will bring the unusual opportunity for the development of Shanghai.At home and abroad,there are many studies about the Disneyland which mainly involved in site selection,commercial management model,socio-cultural influence indigenous research and so on.In recent year,there gather many excellent studies form the experts about city image construction and promotion field and there are many works with excellent achievement about city image exploration,city brand creation,the combination between city image and landscape art and city semiology and so on.But the study on the connection between the Disneyland and its city image popularization is rare.Based on such background,in the paper,the writer made detail observation for the operation status in Los Angeles,Orlando,Paris,Tokyo and Hong Kong and for the influences to politics,economy,culture and social which were brought by the Disneyland.The writer summarized the lessons of popularizing the city image made by the local government.After analyzing and exploring the brand culture of Disneyland and the characteristic of Shanghai,the writer found out the point to connect them together and discussed the way of shaping and popularizing the city image by using the Disneyland in Shanghai.