Research On The Double Drive Model And Countermeasures Of "Nostalgia Innovation" Of Catering Time-honored Brands In The Era Of Social Media

As an ancient city with a long history,Nanjing has developed many time-honored brands with Nanjing characteristics,among which the catering time-honored brands have occupied the main position,such as lvliuju,Ma Xiangxing,Liji halal Museum,etc.they have inherited the mature vegetarian cooking technology and handicraft characteristics in the historical development,and also accumulated a good reputation and brand reputation in the hearts of the older generation of local citizens.Although catering time-honored brands have strong cultural and technical precipitation,with the rapid development of the network and various marketing means based on social media,emerging catering brands are more popular in contemporary society.In contrast,Nanjing catering time-honored brands obviously lag behind their competitors in social media marketing due to many reasons such as outdated system and insufficient innovation.When the historical heritage collides and conflicts with the new changes in the social media era,how can the catering time-honored brands continue to develop?We can neither give up the mellow historical accumulation,nor stick to the rules.Nanjing catering time-honored brands need to find out the development law suitable for time-honored brands in the Internet era in this dilemma,so as to change the current situation of being suppressed by emerging brands.This paper aims to provide direction for Nanjing catering time-honored brands to adapt to the market environment in the era of social media and adopt appropriate development paths and marketing means.The research comprehensively uses the methodology of planned behavior theory,social media marketing theory,case analysis method,structural equation model and so on.Firstly,it defines and expounds the concept and characteristics of Nanjing catering time-honored brands,analyzes the overall development status of Nanjing catering time-honored brands and the development status and corresponding problems of social media marketing,and investigates the development degree and marketing effect of social media marketing of Nanjing catering time-honored brands.Secondly,it selects a representative Nanjing catering time-honored brands for case analysis,investigates and analyzes the consumer behavior of Nanjing catering time-honored brands in the era of social media,and points out the necessity and feasibility of implementing social media marketing.Thirdly,based on the theoretical framework of planned behavior,combined with the regional nostalgic characteristics and the innovative characteristics of the times,establish specific measurement indicators,build a "nostalgic innovation" double driven structural equation model of catering time-honored brands’ consumption behavior,investigate Nanjing catering time-honored brands and their consumers,and explore the antecedent mechanism of the actual consumption behavior of catering time-honored brands,Then it obtains the development path of catering time-honored brands under the dual driving force of nostalgia and innovation.Empirical research shows that contemporary consumers,regardless of their age,have strong nostalgia and form a positive attitude towards time-honored brands;In the era of social media,the construction of time-honored brands and the innovative development of marketing means have shaped the subjective norms of consumers and formed the consumption habits of the new era;Under the joint action of nostalgia and network environment,the consumption experience of individuals,groups and society forms the result expectation and behavior control of the consumption of time-honored brands.The above three-dimensional path forms a joint force of nostalgia and innovation,which significantly affects consumers’willingness and behavior towards time-honored brands.Finally,the research provides countermeasures and suggestions for the dual development of Nanjing catering time-honored brands and the implementation of social media marketing.In order to make up for the defects of the previous research on the inheritance and innovation of catering time-honored brands separately,based on the development status and brand characteristics of local catering time-honored brands in Nanjing,this paper uses the theoretical framework of planned behavior to grasp the core measurement indicators,provide a targeted marketing perspective,take into account the dual driving forces of nostalgia and innovation,and visualize the development path.At the same time,it provides some feasible suggestions for the trade-off and choice process of adhering to tradition or innovation in the process of brand management and construction of Nanjing catering time-honored brands,so as to make the social media marketing strategy of Nanjing catering time-honored brands easier to implement.