NGO&City Branding

In recent years, with the continuous development of China’s reform & opening up and the progress of our society, the rise of the “New Public Management Movement" and the "Civil Society" embodies the trend of "Small Government, Big Society". The trend and the related encouraging policies provide a broad space for the development of NGO. In modern civil society, in the "Three Elements Structure", NGO is also called "the Third Sector" and is independent of the government and enterprises. NGO is an important component in the development of society and becomes the basic elements of public society. With the rapid development of globalization, urbanization and market economy, fierce competition between countries and cities also promotes the development of city brand construction. Only with more attention on the construction of city brand, we can better attract the resources in the open global market, promote the city development and enhance the city’s comprehensive competitiveness. In China, the development of NGO and city brand construction is still in the initial stage compared with western developed countries whether theoretically or practically. With the progress of the times and technical innovation, NGO in our country will participate more in city brand building be in a variety of roles and diversified ways. And NGO will play a more and more important role and get more attention.This thesis takes Shanghai Public Diplomacy Association(SPDA) as an example, focusing on its advantage and role as an NGO in participating in the construction of Shanghai city brand. The first chapter firstly introduces the origin of the title of this article, followed by the present situation of the domestic and foreign research, framework, research methods and thesis breakthrough. The second chapter expounds the theoretical foundation and characteristics of the case. The third chapter makes deep research and analysis on the main carriers and means in promoting city brand construction by NGOs, choosing typical activity cases of SPDA. The fourth chapter analyses the NGOs’ problems in city brand construction from the angle of capital and management level of themselves. The fifth chapter is the reference and analysis of the advanced experience of NGO in America. The sixth chapter puts forward the countermeasures and suggestions. The seventh chapter is the conclusion and prospect.This paper tries to do the research and analysis with the methods of literature research and thorough case study.