Rubo Cui’s research while affiliated with Jinan University and other places

This paper discusses the nostalgia in marketing. Nostalgia as a way to communicate with consumers has already been more and more favorable in the marketing field. Previous studies have shown that nostalgia has achieved good results in the field of marketing. This article will present the concepts and mechanism of nostalgic marketing, the target group and strategies of nostalgic marketing. Finally we summarized the myth in nostalgic marketing practice, so as to provide feasible suggestions for the successful implementation of nostalgia marketing in the future.