动荡时代的怀旧营销(国外英文资料).doc

动荡时代的怀旧营销(国外英文资料) Philip Kotler and John ? ? Caslin mentioned in the Chaos Management and marketing in one book: with the influence of the 2008 financial crisis is deepening, enterprise, industry and the whole market faltering. In this era of turbulence, feel insecure. Peoples anxiety and fear gradually revealed, and consumers began to choose a safe psychological comfort, to escape the cruel reality, in order to get temporary psychological peace. Thus, nostalgia is becoming a universal social phenomenon. Turbulent times trigger nostalgia boom Nostalgia is the search for a comfort, especially in times of crisis or social unrest. Nostalgia gives comfort and affection and becomes a refuge for people. The nostalgic consumer group is a symbol of shared emotional memory and memory, and evokes nostalgia, common interest, intimacy among members of the community, and a collection of group identity. In the collective of this group, common memory can bring a great deal of identity, thus forming collective memory. Collective memory is a common memory in a group of people who have shared, constructed, and inherited something. After a period of time, under the guidance of a particular environment and behavior, this memory is awakened, and the client will have a strong resonance, identity and beyond imagination. If this enthusiasm is applied to the market, it is a powerful selling force. Attentive audience may have found the Japanese giant Procter Gamble have begun their nostalgia marketing road in Chinese, from advertising Chinese Procter Gamble 20 years to describe the products with Chinese Procter gamble with the growth of consumer experience, to give consumers a strong emotional impact, give a person a kind of warm memories. Jianlibao also made a very good nostalgia marketing, Jianlibao 1984 was born in the 1984 Losangeles Olympic Games, and with the China delegation to blockbuster, now with the 2008 Beijing Olympic Games grand comeback again, successfully aroused the cons