Nostalgia Value Of Shanghai Old Brand Factors And Promotion Strategies

With the rapid developm ent of economy, market competition is increasingly fierce, as the birthplace of the brand in China, Shanghai time-honored brands was very brilliant, Warrior, Forever and Shanghai watch gradually became unknown and bleak. Shanghai time-honored brands is constantly pulling out of the market, according to the collected survey data, Shanghai time-honored brands such as Lao Feng Xiang, Jahwa, Brightdairy, Threegun which still kept better performance were about 20%; Hero, Warrior, Forever, Phoenix which relat ively worse were about 50%; the rest such as Red card radio, Triple five table clock, Narcissus washing machine were already gone.Mismanagement,lacking of brand innovation,is the current situation of the development of old brands of Shanghai,but the vitality of these old brands still lies in the unique social value and the loyalty of core consumers, We all look forward to these time-honored brand can become a brand with international inf luence of China.Based on the realistic background,in order to change the plight of Shanghai time-honored enterprise at present and promote the nostalgic value of Shanghai time-honored brands,we carried out the research from the following three aspects. First, discuss of the old brand’s unique value connotation, and the three dimensions of the sources of nostalgic value of old brand which are society, enterprise and market, through the study of domestic and foreign research literature on nostalgia brands, and build the theoretical structure model. Second, based on the sources of nostalgic value of old brand, we use old brand awareness and old brand reputation as the factors of the society aspects, old brand culture connotation and old brand innovat ion as the factors of the enterprise aspects, strength of consumer nostalgia and consumer’s brand attitude as the factors of the market aspects, affecting the nostalgic value of old brand. Third, conduct consumer survey on research of nostalgic value of old brand. We collect data by using questionnaires, and collected 220 valid questionnaires totally, and carry on the descriptive analys is, reliability and validity test, correlation analysis and regression analys is by SPSS. Empirical study shows that there is signif icant correlation between the nostalgic value of old brand and all the six factors; the correlation between the nostalgic value of old brand and consumer’s brand attitude is most strong and the correlat ion between the nostalgic value of old brand and old brand awareness is weakest; and from the three aspects of the sources of nostalgic value of old brand, the factors of the enterprise aspects which are old brand culture connotation and old brand innovation are the most strong aspect.This article indicates corresponding suggestions for ascension of the nostalgia value of Shanghai old brands based on the research and findings. At the end of the article point out the lack of research and directions for future research.