基于消费者怀旧的中华老字号品牌营销

A Research on the Marketing of China Time-honored Brands Based on the Nostalgia of Consumers

已有研究表明消费者怀旧与消费者细分、品牌复兴和广告策略具有密切的联系,中华老字号由于具有深厚的品牌文化、持续性的经营理念和丰富的品牌故事而较为适合怀旧营销。本文在此基础上提出了品牌重构、产品创新、消费者激活等中华老字号品牌怀旧营销策略,对消费者怀旧相关理论在品牌营销中的应用和中华老字号的品牌复兴有一定参考意义。

Some researches have founded the connections between nostalgia and consumer segmentation,brand revitalization,and advertisement strategies.Chinese old brands are suitable for the nostalgic marketing strategy due to the profound brand culture,continuous operation ideas and abundant brand stories.Therefore,the paper put forward Chinese old brand nostalgic marketing strategies of brand reconstruction,product innovation,customer revitalization,which can play an important role guiding the application of relative consumer nostalgic theory in the brand marketing and the brand revitalization of Chinese old brands.