消费者品牌怀旧情感的形成机理与怀旧营销策略

摘要

Everyone has the feeling of nostalgia. Nostalgic product consumption which relies on the feeling of nostalgia becomes more and more popular. In this paper, through the factors such as the inducement of the nostalgia, the tendency of the nostalgia, the brand of the nostalgia and the consumption of the nostalgia, a theoretical model is established to explore the formation mechanism of nostalgic brand emotion, analyze the relationship between them, and put forward some strategies on the development of nostalgia marketing.%怀旧之情人皆有之,由怀旧情感决定的怀旧产品消费日益盛行.本文通过在怀旧诱因、怀旧倾向、怀旧品牌和怀旧消费等变量之间建立理论模型,探讨怀旧品牌情感的形成机理,分析之间的相关关系,并围绕怀旧营销的开展提出若干策略.