本文由上海城市品牌检视切入，探讨进博会对上海城市品牌建设的影响因素，重点基于城市品牌影响力指数（CBII）评价体系对上海及其所在城市群、都市圈的品牌影响力进行对标分析，从中推导进博会对上海城市品牌建设的发力点，同时分析进博会对上海城市品牌系统性建构的作用机制与路径，以及今后进一步优化的方向。最后就利用进博会推动上海城市品牌建设的重点和突破点提出若干策略建议，包括城市品牌规划先行、国家品牌背书与反哺、城市品牌合作平台创新、城市超级IP及IP体系打造、城市品牌治理体系建设等。
This report starts with the inspection of Shanghai urban brands and explores the possible influencing factors of the China International Import Expo（CIIE）on Shanghai urban brands. It focuses on benchmarking and analyzing the brand influence of Shanghai and its urban agglomeration and metropolitan area based on the Urban Brand Development Index（CBII）evaluation system，and deduces the driving force of the CIIE on Shanghai urban brand construction. At the same time，the mechanism and path of the CIIE’s impact on the systematic construction of Shanghai’s urban brand analyzed，as well as the direction for further optimization in the future. Then，several strategic suggestions are proposed on how to use the CIIE to promote the focus and breakthrough points of Shanghai’s urban brand construction，including urban brand planning first，national brand endorsement and feedback，innovation of urban brand cooperation platforms，creation of urban super IP and IP system，and construction of urban brand governance system.
| Keywords： | Urban GovernanceCity BrandCIIE |
