基于消费者怀旧的品牌营销策略研究  

Research on Brand Marketing Strategy Based on Consumer's Nostalgia

作　　者：郭欣[1] GUO Xin(Innovation and Entrepreneurship College of Jiangsu Vocational College of Finance&Economics,Huai'an 223001,China)

机构地区：[1]江苏财经职业技术学院创新创业学院,江苏淮安223001

出　　处：《中小企业管理与科技》2020年第32期140-141,共2页Management & Technology of SME

摘　　要：随着社会经济的快速发展与时光的变迁,一些老产品逐渐消失在人们生活中。而部分人由于情感细腻,对这些老物件就会拥有浓厚的怀旧情结。如何充分地利用人们这种怀旧情结,顺利展开品牌营销活动,是许多营销策划人员共同关注的问题。论文概述了消费者怀旧的含义、种类及其与品牌复兴的关系,分析了基于消费者怀旧的品牌营销原理,提出了以消费者怀旧情怀为基础的品牌营销策略,以供相关人员参考。With the rapid development of social economy and the change of time,some old products gradually disappear in people's life.And some people have a strong nostalgia for these old objects because of their delicate emotions.How to make full use of people's nostalgic complex and successfully launch brand marketing activities is a common concern of many marketing planners.This paper summarizes the meaning and types of consumer's nostalgia and its relationship with brand rejuvenation,analyzes the brand marketing principle based on consumer's nostalgia,and puts forward brand marketing strategy based on consumer's nostalgia,for reference.

关 键 词：消费者怀旧 品牌营销 要点 策略 

分 类 号：F274[经济管理—企业管理]