Research Of City Brand Construction Of Shanghai From The Perspective Of Public Diplomacy

Along with the rise of global civil society, and the loom large of the effect of city brand in promoting city development and improving city competitiveness in recent years, city brand construction be paid more and more attention. Thus from the perspective of public diplomacy, through city brand construction to enhance city’s international reputation is regarded as a new strategy to shape the image of a city. City brand construction therefore become a new focus of Public diplomacy study, and it also has irreplaceable important influence for a city or a country’s long-term development.This paper will combined with the systematic theory and existing research, and guided by international relations theory, it will also take the perspectives of the field of marketing, management, communication, public relations and other cross discipline. From the perspective of public diplomacy, and based on Shanghai city brand features, the essay concrete analyze the influence resources of Shanghai city brand, preliminary explore the paths of Shanghai city brand construction, and try to use public diplomacy shaping and promoting the construction of Shanghai city brand.