基于怀旧情感的企业怀旧营销策略研究——以回力鞋为例

Marketing Strategy development based on consumer Nostalgic feelings——a case study of Huili brand shoes

随着社会转型的加快,人们生活节奏加快,压力加大,人们开始选择一种安全的心理慰藉,怀旧日渐成为一种普遍的社会现象。本文以上海回力鞋怀旧营销为研究对象,通过对怀旧情感的内涵、影响因素和营销应用等理论的梳理,结合对回力鞋怀旧营销实践及相关企业的剖析,提出了回力鞋开展怀旧营销的相关建议。

With the acceleration of social transformation and the increase of pressure, people begin to choose a safe psychological comfort, nostalgia is becoming a widespread social phenomenon. The author focuses on the nostalgia marketing of huili shoes, discusses the connotations, influencing factors and marketing functions of nostalgic feeling, combined with the nostalgia marketing practices of the shoes, proposeds marketing recommendations to carry out nostalgia marketing for huili shoe.