The significance of the Shanghai World Expo to the World Expo, a "world-class" city event, is that the first city to enter China on a large scale has reported 1622 from June 2000 to May 2007, and we can feel the strong impact of the Shanghai World Expo on China and Shanghai. World Expo is the highest form of urban activities. In the general academic field, the World Expo is defined as an "urban event", but it is different from simple political activities (such as APEC), economic activities (such as Canton Fair and Commodity Fair) and various large-scale cultural activities (such as tourism festivals, TV festivals and food festivals). ) and comprehensive sports events (such as the Olympic Games and the Asian Games). The World Expo not only integrates politics, economy and culture, but also has the characteristics of the longest duration, the largest number of people gathered and a large amount of investment. It is also a display of the highest achievements made by human society in the fields of economy, society, culture, science and technology, and a veritable "grand event" for the host city. Since 185 1 the first World Expo was held in London, England, every session, no matter what form or scale, has had a great impact on the urban construction and image of the host city and has become an important platform for shaping and transmitting the image of the city. Cities are the center of human civilization and the most important factor in global economic, political and cultural activities. Facing the increasingly fierce global competition, all cities stand at the height of historical development, adjust their positioning, implement appropriate strategies, shape their image, fully mobilize the existing positive forces of cities on the basis of analysis and comparison, develop regional competitive advantages, and enhance their competitiveness, cohesion, radiation and attractiveness. Under the increasingly severe global economic tide, city image has become a living business card of the city, which directly stimulates the brains of residents, migrants and enterprises living in this city. As the largest city in China, Shanghai's image in the world affects the evaluation of China by various countries and the international competitiveness and economic status of China, represented by Shanghai, as an open city. In the next ten years, Shanghai and even China will have few major global events. It is not only of great economic significance, but also of great significance to seize this once-in-a-lifetime opportunity and show the world a brand-new and even "incredible" image of Shanghai. Globalization makes cities go out "honorably". The competition in today's world is the competition of comprehensive national strength based on economy. Because all kinds of political, economic and cultural activities of a country are carried out in cities, cities are called the constituent cells of a country. In this sense, the competition between countries is reflected in the competition between cities. The social development trend of globalization makes every country take the initiative to go out to the world, get rid of the narrow space and realize international integration. As the core node of all human activities, the city reflects human development and progress, human cultural civilization and human living conditions, and is a cultural business card for a country to go global. 20 10 Shanghai World Expo will become a powerful megaphone to convey the city image to Shanghai. Judging from the holding of every World Expo in history, the World Expo will become a catalyst for the rapid development of the city. The Shanghai World Expo will attract 70 million tourists and generate nearly 3,000 hours of media coverage. These huge groups of tourists and reports will greatly promote the image of Shanghai during the World Expo and form a core issue around the world through the media. The Shanghai World Expo has enhanced Shanghai's cultural identity in the world. The essence of Expo is tourism activity, which is the inevitable result of the development of ancient Expo. However, its fundamental purpose and significance have changed from the exchange of products to the shaping and promotion of national politics, economy and culture. Fundamentally speaking, it is to realize the cultural identity of ethnic groups and regions in a wider range through cultural exchanges and dissemination. Shanghai successfully bid for the 20 10 World Expo and chose the city as its exhibition theme. In the area along the Huangpu River where the World Expo is located, the development tracks of Shanghai's modern cities are concentrated:1the old city box before the 9th century, the Bund formed at the beginning of the 20th century, the Lujiazui CBD formed at the end of the 20th century and the North Bund International Shipping Center under construction, which are the main platforms for comprehensively displaying all the achievements of Shanghai's civilization since modern times. Facing the fierce competition of globalization, after the 1990s, the development and renewal of cities have soft factors other than the construction of urban hardware facilities, which is a high-level requirement for urban development to be more suitable for people's lives-shaping and popularizing the image of cities, so as to enhance the competitiveness of cities and seek higher competitiveness. The holding of the Shanghai World Expo is in line with the current hot spots and key points of Shanghai's urban development, which involves not only the precipitation of Shanghai's history and the comprehensive development of its historical and cultural heritage, but also the image of Shanghai as an international metropolis in the world, especially in western countries, and is the full embodiment and expansion of Shanghai's soft power in comprehensive strength.