作为中国主场外交的重大活动，进博会在上海召开的意义重大，因此必须重视进博会的品牌形象以及其所带来的各方面影响。本报告通过大数据分析和内容分析法，对进博会在国内外媒体上所呈现的品牌形象进行了分析。在这一基础上，本报告还分析了进博会对其主办地上海的品牌形象影响。报告通过数据、案例分析，剖析了进博会的品牌形象及其对上海的影响所存在的问题，并从多个维度提出了改进进博会品牌形象、提高进博会对上海城市品牌形象溢出带动效应的建议。
Launched in Shanghai，CIIE is of great importance to China’s host diplomacy，so，we must put premium on its brand image and its influence in every aspect. Through big data analysis and content analysis，the paper discusses media coverage about CIIE both at home and abroad. On such a basis，it further analyzes the influence of CIIE on the brand image of Shanghai，where CIIE is hosted. Based on data and cases，the paper reviews the problems related to the brand image of CIIE and its influence on Shanghai，and gives suggestions from multiple perspectives concerning how to raise the profile of CIIE and increase its spillover effects on the brand image of Shanghai.
| Keywords： | Brand ImageCity ImageMedia CoverageCIIE |
