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随着中国经济的高速发展,人们的生活节奏加快、心理压力增大,对情感的需求也日趋强烈,在消费领域中直接表现为情感消费倾向。因此,近些年来怀旧营销这一概念受到了各行业品牌商的青睐。本文将从影视剧《请回答1988》引入,分别介绍怀旧营销理论及其运用的必要性,并为这一营销理论的运用提出可行的策略建议和事项参考。
With the rapid economic development in China, people’s living pace is accelerating, their psychological pressure is increasing, and their demand for affection is also becoming increasingly intense. In the field of consumption, they are directly reflected as the tendency of emotional consumption. Therefore, the concept of nostalgic marketing in recent years has been favored by the brand of various industries. This article will be introduced from the film and television series “Please Reply 1988”, introduces the necessity of nostalgic marketing theory and its application, and puts forward feasible strategies and suggestions for the application of this marketing theory.