Life Is Elsewhere

Looking around many fields of China cultural industries, we can find that a nostalgia tendency is widespread. Behind the nostalgia tendency, that is the application of nostalgia marketing theory.Though the document collection and the actual study, I found that though the nostalgia tendency is widely existed in China cultural industries, the special study on nostalgia cultural industries is missing. The only research achievements are on the stage that the nostalgia theory is seperated with the practice. Furthermore, the elaberation of nostalgia mainly focuses on fields of literature, film and television, architecture and psychologiacal needs, and is lack of summary and induction.So, on the basis of sumerizing the nostalgia tendency in China cultural industries, this paper tries to combine with the two parts and applies innovative nostalgia marketing theory on nostalgia industry.Therefore, this dissertation is with an emphasis on modern Chinese cultural industries' nostalgia tendency and the theory of nostalgia marketing.Firstly, this paper describes and analyzes the manifestations of cultural industries' nostalgia tendency, with the classic cases of Tianjin Italian Street, Beijing 798, and typical articles and events in collective memories. And then, this paper analyzes related theories on nostalgia. That is, what is nostalgia, the difference between nostalgia and memory and the cause nostalgia brings about. Thirdly, I point out a new type of nostalgia-the subversive nostalgia, with four representative advertisements.At the same time, research on nostalgia can not be seperated with the study on nogtalgia marketing, which is one of the most important part of nostalgia study and also a missing part of nostalgia study in China. The paper,using two captures, analyzes nostalgia marketing theory and strategy with marketing and management related theories. Furthermore, it gives an example of post 1980s generation to show the combination of nostalgia tendency and nostalgia marketing.