Debate: Who is the greater cultural and economic value of the World Expo?

For cultural values, please refer to the text:

As an Olympic pageant in the world economy, science and technology, the World Expo is a global exhibition with great influence and a long history organized by the host country government or entrusted by the government to relevant departments. Host countries can push their products and technologies to the international market, develop international trade and technical cooperation and seek greater development; It can expand international exchanges and enhance the international status and prestige of the host country; You can broaden your horizons and learn advanced technology from other countries. Expand China's innovative ways; Can drive and promote urban construction and social and economic development; Hosting the World Expo can get better economic benefits. 20 10 Shanghai World Expo will boost all aspects of Shanghai's development, and various new development opportunities will follow, forming an important strategic opportunity period for the Expo economy.

First, the historical and cultural value and cultural marketing of Shanghai World Expo

Cultural marketing is a marketing concept that has developed to a new stage. It is a marketing method guided by consumers' cultural spiritual needs, with cultural creation and cultural infiltration as the means, and it is also a marketing concept. Its core is cultural value transaction. Its idea is to promote cultural marketing with cultural ideas. Cultural marketing behavior is a marketing concept and process to satisfy consumers' deep needs for culture with products that satisfy consumers' core values and beautiful art forms through cultural infiltration. As a new marketing concept, cultural marketing has attracted more and more attention. Specifically, it includes: historical and cultural marketing, innovative cultural marketing and characteristic cultural marketing.

Before the opening of Shanghai, its position was not very prominent. She was founded in towns in Song Dynasty, counties in Yuan Dynasty and cities in Ming Dynasty. In the ancient capital of China, a star-studded city, it is a little dark. It has never been the political center of a country, a province or even a government, nor is it the crossroads where "one person defends it and ten thousand people cannot force it" to become a military center. After the opening of the port, its status is staggering and incredible. Economically, she is China's foreign trade center, China financial center and China industrial center. Politically, because of its special status, it is contested by various political forces. Socially, she is a typical immigrant city, with 85% of the population coming from all over China and many foreigners from all over the world, involving nearly 40 families. On the other hand, she is the window of western culture input, the frontier of Chinese and western culture intersection and the base of integration.

Second, the historical and cultural value of the World Expo.

Time makes some things happen and others don't, which makes this different from that. History makes some things start and others end. This time difference makes some things very rare. What starts and ends is more valuable. What still exists after the beginning makes the original thing more and more valuable. Therefore, the historical and cultural value of Shanghai in the World Expo can be focused on: historical relics and cultural relics, revolutionary historical relics and cultural relics, culture and art, gourmet flavor, historical buildings and so on.

Shanghai's historic sites include Huang Daopo's Tomb, Confucian Temple, Xujiahui Catholic Church, Jing 'an Temple, Old Town God Temple, Yuyuan Garden, Lu Xun's former residence, Soong Ching Ling's former residence, Zhongshan's former residence, and a conference site. These can be used as a silhouette of a certain aspect of Shanghai at that time, showing the unique charm of Shanghai.

Shanghai is a city with a glorious revolutionary tradition, including Chen Huacheng's anti-British struggle, the Knife Uprising in the third year of Xianfeng in Qing Dynasty (1853), the anti-Qing ruling activities of Cai Yuanpei and Zou Rong in the 28th year of Guangxu (192 1), the birth of the China * * * production party, and 65438.

The first modern theater, Lan Xin Theatre, was built in 1866. With the import of western material civilization, the life of Shanghai residents has been modernized by using electric lights, running water, trams and trains.

The representative restaurants in Shanghai are: Shanghai Old Hotel and Laozhengxing Restaurant. Dexing Restaurant, Yanyunlou, Xinghualou, Meilong Town Restaurant, Kutokuhayashi Restaurant, etc. These are the epitome of a certain aspect of Shanghai's development, with historical and cultural value, which is enough for people to stop and taste.

The Bund and Nanjing Road are the best scenic spots in Shanghai, and Peace Hotel, as one of the best landscapes, is its most ideal scenic spot. The history of Peace Hotel is longer than that of Nanjing Road, where Sun Yat-sen gave a famous speech. Chiang Kai-shek and Song Meiling held an engagement ceremony here; Hundreds of world celebrities such as Chaplm and Bernarcshaw once lived here. When emotional, artistic and spiritual values rise to people's mainstream needs, living here can vaguely feel their figure, the greatness of history and the prosperity of life; Read what is a colorful ten-mile ocean field and a vibrant Shanghai beach. As long as the Peace Hotel opens dusty history and stories and spreads nobility and romance, it can be transformed into products and services, which can impress guests emotionally and ideologically. The landscape, culture and customs of Peace Hotel cannot be copied and recreated, and these cultural resources are unique all over the world. It is a place to experience the deepest history, the most romantic scenery, the most touching stories, the most emotional food and rooms in Shanghai. These aspects with historical and cultural value will bring huge intangible benefits to Shanghai's economic development at the World Expo.

Third, the way to realize the historical and cultural value of the World Expo.

Intuitively, the Bund building from Waibaidu Bridge in the north to Jinling East Road in the south is the building with the deepest historical and cultural value in Shanghai and the essence of the Bund complex. The west side of the Bund is 1.5 long, with 52 buildings including the Customs Building, the South Building of Peace Hotel, the North Building and the former HSBC Building, including Gothic, Baroque, Romanesque, Classical, Renaissance and Chinese and Western styles. The unified architectural style and harmonious architectural outline are a beautiful skyline on the west bank of Huangpu River, and also witness that Shanghai has gradually become the economic and financial center of East Asia.

On the basis of the cultural marketing strategy design concept of the World Expo, we should strengthen the historical and cultural value and carry out accurate cultural design on this basis. When the historical and cultural values of the system integrate themselves, the cultural design should be as simple as possible. When people taste every historical and cultural value, they should try their best to make them feel a process of internalizing concepts and rules through conceptual symbols and styles. Let historical and cultural values be presented to people in the form of procedures, ceremonies and methods, so that people can feel, learn and appreciate. Let the historical and cultural values form an environment in the World Expo, an ability to cope with the world, and also form the habit of people accepting historical and cultural values.

At the same time, explore the historical and cultural value of Shanghai in a diversified way. Make full use of various media to publicize and introduce Shanghai's history and development legend. Exhibit and produce some commemorative and ornamental products with historical and cultural value. People will inadvertently deepen their understanding when buying and appreciating.

Shanghai's urban landscape also has high historical and cultural value, including the characteristics of historical blocks and buildings, and the appearance of the environment, which should also be publicized. After the opening of modern Shanghai, it gradually formed a unique architectural style of combining Chinese and western styles, which was based on the port, centered on the concession, guided by commercial finance and open to the whole country and the world. It has a historical and cultural environment, elegant and strong sense of history, ancient trees, high branches and dense leaves, and grass flower beds. The warm and pleasant alley style is also a highlight.

Fourth, the historical and cultural value of the World Expo.

The economic value brought by the historical and cultural value of the Expo is self-evident. It can promote excellent tourism resources, which is of great significance to the development of tourism in Shanghai and can bring rich economic income. Historical and cultural value is an important part of the city's body, which can best reflect the style and connotation of the city. People's understanding and acceptance of historical and cultural values in tourism will increase their recognition of Shanghai.

World Expo is a huge project, which will promote the construction of urban infrastructure, the upgrading and expansion of related industries and the harmonious development of human environment, and then promote the host country, cities and enterprises to implement brand strategy. The realization of historical and cultural values will enhance people's satisfaction with the World Expo and help Shanghai's brands expand to China. Only in this way can Shanghai go global. The world knows Shanghai better. With a strong historical and cultural value, Shanghai's brand culture effect will be more successful. It has become an inexhaustible source for Shanghai to build a permanent foundation and long-term competition. From the time dimension, the World Expo has a wave effect in time: the first effect during the bidding and preparation, and the follow-up effect after the closing; From the spatial dimension, the Expo has a ripple effect in space: the direct effect brought by the Expo itself and the ripple effect on related industries, regional economy, urban construction and social construction.

Historical and cultural value is an intangible asset, which has become the theme of cultural marketing. It will bring considerable intangible benefits to Shanghai's economic development at the World Expo, enhance its satisfaction with the World Expo and its sense of identity with Shanghai, and lay a solid foundation for Shanghai's development in a wider field.