怀旧营销在品牌复兴中的作用 -市场营销专业

摘要

怀旧营销作为一种新兴的品牌传播策略，近年来在品牌复兴领域受到广泛关注。本研究基于消费者心理与品牌文化理论，探讨怀旧营销如何通过情感连接和记忆唤醒助力品牌复兴。研究以多个成功实施怀旧营销的案例为对象，采用定量与定性相结合的研究方法，通过对消费者问卷调查、深度访谈以及品牌传播效果分析，揭示怀旧营销在品牌认知重塑、情感价值提升及市场竞争力强化中的关键作用。研究表明，怀旧营销能够有效激活消费者的积极情感记忆，增强品牌忠诚度，并在年轻一代中实现跨代际的情感传递。此外，研究发现怀旧元素的现代化诠释是品牌复兴的核心创新点，它不仅保留了品牌的传统价值，还赋予其当代意义。本研究的主要贡献在于提出了怀旧营销的情感共鸣机制模型，为品牌管理者提供了系统化的实践指导，同时拓展了怀旧营销在品牌复兴领域的理论框架，为未来相关研究奠定了基础。

关键词：怀旧营销；品牌复兴；情感共鸣机制；跨代际传递；现代化诠释

The Role of Nostalgia Marketing in Brand Revitalization

英文人名

Directive teacher:×××

Abstract

Nostalgia marketing, as an emerging brand communication strategy, has garnered significant attention in the field of brand revitalization in recent years. This study investigates how nostalgia marketing facilitates brand revitalization through emotional connection and memory activation, based on consumer psychology and brand culture theory. By examining multiple successful cases of nostalgia marketing, this research employs a mixed-methods approach combining quantitative and qualitative analyses. It involves consumer surveys, in-depth interviews, and evaluations of brand communication effectiveness to uncover the critical role of nostalgia marketing in reshaping brand cognition, enhancing emotional value, and strengthening market competitiveness. The findings indicate that nostalgia marketing effectively stimulates positive emotional memories among consumers, thereby increasing brand loyalty and enabling intergenerational emotional transfer among younger generations. Additionally, the study reveals that the modern reinterpretation of nostalgic elements represents a core innovation point for brand revitalization, preserving traditional brand values while endowing them with contemporary significance. A primary contribution of this research is the development of an emotional resonance mechanism model for nostalgia marketing, offering systematic practical guidance for brand managers and expanding the theoretical fr amework of nostalgia marketing in the context of brand revitalization, thus laying a foundation for future related studies.

Keywords: Nostalgia Marketing；Brand Revival；Emotional Resonance Mechanism；Intergenerational Transmission；Modern Interpretation

引言 1

一、怀旧营销的理论基础 1

(一)怀旧心理的形成机制 1

(二)营销学中的怀旧概念 2

(三)怀旧营销的核心要素 2

二、品牌复兴的需求分析 3

(一)品牌衰退的原因探究 3

(二)消费者对品牌的情感联结 3

(三)复兴策略中的关键挑战 4

三、怀旧营销在品牌复兴中的应用 4

(一)怀旧元素的设计与选择 4