Research On The Optimization Of The Function Of Shanghai Book Fair In Disseminating Urban Culture

With Shanghai's efforts to launch the four major brands of "Shanghai Service,Manufacturing in Shanghai,Shopping in Shanghai,and Shanghai Culture",the construction of Shanghai's city cultural brand has been placed on the government's important agenda,and various measures have been taken to strengthen the construction of Shanghai's distinctive culture.Important measures of energy level and core competitiveness.Shanghai Book Fair is one of the three major book fairs in Asia.It is also a large-scale and influential book fair in China.It has become an important "city card" in Shanghai.After 16 years of accumulation and development,the functions of the Shanghai Book Fair have gradually become richer and stronger,and have played an increasingly important role in book fairs,copyright transactions,cultural exchanges,promoting universal reading,and shaping the image of cities.Therefore,in the context of urban cultural development,it is of great significance to study how the Shanghai Book Fair highlights the Shanghai cultural brand in the process of urban cultural dissemination from the perspective of urban cultural dissemination.This article uses the "5W" model in communication science as the framework to build the basic framework of Shanghai Book Fair to spread urban culture,and then to the Shanghai Book Fair in recent years to play the role of the city's cultural brand in the spread of communication subjects,content,audience,media,and communication effects Combing the current situation,combining public surveys and interview results,to understand the audience 's feedback on the Shanghai Book Fair 's spread of urban cultural brands,the communication subject is too single,and the potential secondary subject 's secondary communication consciousness is weak;The three cultures are not prominent;the publicity received by the communication audience is not enough,and the potential audience is not highly engaged;the development and innovation of the communication medium is insufficient,and the audience is not attractive;the lack of cultural resource integration in the communication effect and the radiation effect is insufficient.analysis.And use integrated marketing communication related theories to carry out countermeasure research on five major issues.It is recommended to follow the law of communication,cultivate interpersonal communication,and stimulate thecommunication power of the subject;strengthen the top-level design,highlight Shanghai characteristics,and enhance brand relevance;strengthen functional promotion and optimization Viewing experience,increase the number of direct audiences;use emerging technologies,enhance sensory impact,and highlight cultural recognition;innovate fusion mechanisms,integrate cultural resources,and enrich communication and expression.