怀旧文化市场的营销策略研究

Research on Nostalgic Cultural Perspective of Market Innovation and Marketing Strategy

怀旧文化市场形成于20世纪90年代,“新市场”的主体不限于传统市场企业,还包括怀旧文化产品的生产者、消费者、经营者以及媒介。文章主要分析了怀旧文化市场运行中,价格、供求和竞争机制各主体构成要素之间的有机联系和作用,指出怀旧文化产品具有价格弹性大、个性化需求强、怀旧偏好各异等特殊性,从而进一步探究怀旧文化市场的价值创新,并为企业制定怀旧诉求的定价策略、消费需求认知上的差异营销策略、现代媒介下的营销策略。

The shape of the nostalgic cultural market was formed in the 1990s.The traditional market is enterprise-oriented.However,based on the cultural nostalgia perspective,we reveal that producers,consumers,operators,and media of nostalgic cultural products dominate the market.With the perspective of price,supply&demand,and competition mechanism,we clarify the main connotation of nostalgic cultural market on market mechanisms.We pointed out the particularity of the characteristics of nostalgic cultural products,included in high price elasticity,strong personalized demand,and different nostalgic preferences.We demonstrate the value innovation of the nostalgic culture market.Finally,our aim is to further develop corporate marketing strategies,in which enterprises formulating marketing strategies include pricing of nostalgic appeals,differences in consumer demand cognition,and modern media.