基于消费者怀旧的品牌营销策略

摘要

It is known from the literature related to the nostalgia research and nostalgia marketing that consumer nostalgia is closely related with consumer segmentation, brand revitalization, and advertising strategy. By reviewing the literature, this paper has segmented the customer nostalgia, and on this basis, from the perspective of customer nostalgia classification, elaborated the strategies for making use of collective nostalgia to promote old brand revitalization, utilizing virtual nostalgia to improve old brand story, applying nostalgic elements to design product package, and organizing nostalgic products to meet the demand of customers at different age paragraph. Furthermore, the paper has proposed the issues that the implementation of nostalgic marketing should concern about, and thus theoretically has provide the bases for references for enterprises to carry out nostalgic marketing and promote brand revitalization.%从有关怀旧研究、怀旧营销的相关文献可知，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。本文利用文献回顾的方式，对消费者怀旧进行了细分，并在此基础上从消费者怀旧分类的视角，阐述了利用集体怀旧情结，促进老品牌复兴；利用虚拟怀旧，完善老品牌故事；利用怀旧元素，设计产品包装；组织怀旧产品，满足不同年龄段的消费者需求等营销策略，并提出了实施怀旧营销应注意的问题，进而从理论上对企业实施怀旧营销，促进品牌复兴提出可供参考的依据。