Activation Policy Research, Based On Consumers' Nostalgic Old Chinese Brand

The outdated problem of China time-honored brand is not uncommon nowadays. Necessary adaptive measures must be taken to achieve the revitalization of China time-honored brand in comparison with foreign famous old brands. The brand assets of China time-honored brand are suitable for the use of consumer nostalgia in the process of the consumer perception, purchasing behavior and consumer loyalty. Therefore, this paper firstly summarizes previous studies of consumer nostalgia, its relationship with brand, the outdated problem of China time-honored brand and brand revitalization. Through which the deficiencies of previous studies and the importance of nostalgia for China time-honored brand are highlighted. Secondly, the causes of the outdated problem are analyzed from the aspects of market competition, consumer demand and brand itself; the advantages of China time-honored brand to implement revitalization measures are summarized from the aspect of the brand culture, management concept, brand story and consumer features. Thirdly, important experience of the nostalgic marketing is found through the analysis of Jiangning Guild Hall and China commune and the comparison between their nostalgic marketing measures. Finally, based on consumer nostalgia, several measures are made from the rebuilding of brand, reconstruction of product structure and revitalization of consumers. And the regional variations, industrial difference, the balance of nostalgia and innovation, and other factors must be considered at the same time. In addition, the types of consumer nostalgia, the measurement of nostalgia and the application of nostalgia in the process of revitalization of China time-honored brand still need further study. In conclusion, this study aims to guide the practice of the brand revitalization of China time-honored brand through theoretical research and case analysis.