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大型项目的承办,对一个城市乃至一个国家而言,既是一次自我形象展示的良机,又是构建或改善区域品牌的一个基点。对上海而言,2010年世博会的承办使上述课题成为各界人士关注的热点之一。来自日本电通株式会的渡边广之先生选择“把握上海世博会良机构建21世纪上海市品牌战略”作?
The hosting of large-scale projects is not only a good opportunity for self-image display but also a basic point for building or improving regional brands for a city or even a country. For Shanghai, the hosting of the 2010 World Expo has made the above topics one of the hot spots for people from all walks of life. Mr. Watanabe Wataru from the Dentsu Group Co., Ltd. chose “to grasp the opportunity of the Shanghai World Expo to build a brand strategy for Shanghai in the 21st century”.