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基于消费者怀旧的品牌营销策略.pdf 4页

发布时间:2016-07-02 02:02

  本文关键词:基于消费者怀旧的品牌营销策略,由笔耕文化传播整理发布。


品牌生态| Brand Ecosystem 基于消费者怀旧的品牌营销策略 □王庚兰 张 玮 [ ] 摘 要 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。 [ ] 关键词 消费者怀旧;怀旧营销;品牌复兴 [ 中图分类号] F274 [ 文献标识码] A [ 文章编号] 1006 - 5024 20 11 11 - 0046 - 04 [ ] 作者简介 王庚兰,天津理工大学管理学院讲师,研究方向为企业管理、营销管理; 张 玮,天津理工大学硕士生,研究方向为营销管理。 天津 300384 : Abstract 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 re- viewing 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 ,, u- tilizing 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 concer


  本文关键词:基于消费者怀旧的品牌营销策略,由笔耕文化传播整理发布。



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