|| In the 1990s, research related to globalization was addressed in bounty. Especially in social sciences, each country was undergoing modulations in response to globalization.
The most impetus brought about by globalization upon regional development is the transparency of the development conditions of the region. The region has to encounter broader city competitiveness and challenges in regional development than ever. How to strive for living space along the trendy globalization will be the key topic and challenge for regions while governing the cities in the 21st Century. Regions will have more autonomy to confront the city competitiveness during the globalization, adapt to environmental changes and flexibly and rapidly stipulated policy in space use, and find the most suitable position for future development while optimally modulated. All these will enhance the city competitiveness and help to acquire the competitive edge globally.
Event marketing on a large scale, such as national expositions, has become one key strategy for world class cities to compete under the fierce races of globalization among cities. The four world-class cities include London, Paris, New York and Tokyo. These metropolitans normally possess comprehensive infrastructures and facilities, transportation and communication systems, culture and art, educational institutions, nice living conditions and security measures. They are also capable of planning and executing international activities of a large scale, such as comprehensive expositions (sport races, world expositions, professional exhibitions and meetings). Hence, the capability of successfully hosting an international exposition on a large scale has become one indicator of measuring city competitiveness. It also has become a crucial strategy for countries and cities to promote city marketing and uplift celebrity worldwide. Thus, to upgrade to a world-class city, winning over the right to host international expositions on a large scale, such as comprehensive one, or a professional exposition at an international level has become one important strategy for urban development (Mei-Jen Liao, 2009). While constructing the world-class city, how to accelerate the city construction by way of event marketing on a large scale and elevate the city image as well as international visibility, and what are the roles to be played have become the focus of the study. The study case is world Expo Shanghai 2010. In the study, the seven elements that are instrumental to Shanghai for becoming a global city as a result of hosting the world Expo are listed below:
1. Improve the infrastructure of the city and the overall living conditions of the city
2. Have a comprehensive metropolitan transportation system
3. Build up brand-new international commercial areas
4. Build up a global financial center and world trade center：
5. Build up an urban image and culture and enhance the celebrity of the city worldwide
6. Bring about the economic growth of the nation in charge and the city
7. Bring about industrial development and optimize structures in nature