摘要：在政治、经济、文化全球化发展背景下，城市的品牌形象成为竞争的关键因素。会展经济也成为继地产和展会之后的第三大“无污染经济”。特别是在“十三五”规划确定坚持贯彻“创新、协调、绿色、开放、共享”发展理念，如何借助大型会展活动打造进而提升城市形象受到各界关注。上海作为中国的直辖市之一、国家中心城市、经济金融中心，有着“东方巴黎”的美誉，在国内外享有盛名。2015年第十六届中国环博会在上海国际博览中心举行，业内专家、学者以及政府相关部门负责人共同商讨前沿技术应用趋势，把脉城市发展动态，本次展会吸引了来自美国、德国、法国、奥地利、荷兰、瑞士、韩国、日本等国超过1000家展商参展。本文以“展会品牌对城市形象塑造的影响——以中国环博会为例”作为题目，意在通过分析举办大型展会对城市形象的影响效用，总结展会品牌对城市形象塑造的形成机理，进而试图提出长期化发展建议，以供国内城市举办大型展会塑造城市形象提供实践性参考。63212

毕业论文关键词：展会品牌；城市形象；中国环博会

The Influence of Exhibition Brand on City Image - A Case Study of China Environment Expo

Abstract: In the political, economic and cultural background of globalization, the city's brand image has become a key factor in competition. The exhibition economy has become the third largest real estate and tourism after the "pollution-free economy." Especially in the "13th Five-Year Plan" to determine adhere to the "innovation, coordination, green, open, sharing" development concept, how to build large-scale exhibition activities to enhance the image of the city by all walks of life concern. As one of China's municipality directly under the Central Government, Shanghai has become a national center city, economic and financial center with the reputation of "Paris of the East". It is well-known both at home and abroad. In the 16th China International Horticultural Exposition held in Shanghai, Scholars, and relevant government departments to discuss trends in the application of cutting-edge technology, the pulse of urban development trends, this exhibition attracted from the United States, Germany, France, Austria, the Netherlands, Switzerland, Korea, Japan and other countries more than 1,000 exhibitors. In this paper, "Exhibition brand image of the city's image - the China Environment Expo as an example," as the title is intended to analyze the effects of large-scale exhibition on the city's image, summed up the brand image of the city's formation mechanism, Trying to put forward long-term development suggestions for domestic cities to hold large-scale exhibition to provide a practical reference for shaping the city's image.

Keywords：Exhibition brand; City image; China Environment Expo

目  录

引言 1

一、相关理论和概念 2

（一） 展会品牌 2

（二） 城市形象 2

（三） CIS介绍 2

二、 文献综述 4

（一）国外研究现状 4

（二）国内研究现状 4

（三）发展趋势及评述 4

三、中国上海环博会品牌现状分析 5

（一） 上海环博会简介 5

（二） 上海环博会的优劣势分析