Based On The Perspective Of Audiences The Chinese Old Brand Regression Research

Retains the imprint of life with Chinese characteristics of the Chinese old brand, has a long history and rich cultural connotation, is a representative of the cultural memory during the specific period of our country, accumulating generation’s experience and social life, the Chinese projection pursuit of practical, simple thought in the Chinese old brand of the actual item, "classical" memory has a unique history and culture value and social significance, in recent years, in the change of social environment as well as the audience under the influence of psychological change, the Chinese old brand "mean" and "signifier" in the event of a change, also affects the Chinese old brand value and significance in modern society.Since 2008, "Chinese hot" phenomenon in the Chinese old brand the paper’s research object, with audience perspective to explore the Chinese old brand regression, aims to make modern people’s perception of the Chinese old brand, expand inheriting the Chinese old brand of social significance. Summarize the Chinese old brand regression phenomenon, reasons and its innovative development present situation, combining with "classical" brand meaning and cultural connotation of instance, revealing the value significance of the Chinese old brand in new era, suggests that the Chinese old brand to brand the importance of emotional value construction and innovative development. Paper on the one hand, based on the consumption psychology of audience, the cognition of Chinese old brand shallow level of analysis, described the real life audience new consumption and acceptance psychology, unconsciously influence the audience for the Chinese brands (products, techniques, services, etc.) of cognition, understanding, and consumer behavior; With mass media and popular culture related theory knowledge, combed the audience differentiation, low carbon environmental protection and innovation of the consumption psychology and the relationship between the phenomenon of the Chinese old brand regression, and from the audience, the recognition of ethnic traditional culture psychology, demonstrate the Chinese old brand the important social significance of regression. On the other hand from the audience psychological dialysis Chinese old brand back to the audience reflected in nostalgic consciousness, according to the communication of experience marketing theory, analyzes the sense of nostalgia on goods return drive effect, and thus to nostalgia culture and the Chinese old brand "convection" the cultural significance of traditional culture.Review the old old items, the Chinese old brand for the audience to be reckoned with, and of the impact of nostalgia people to experience the sheer joy and satisfaction in the past, times change, now "classical Chinese" as art and fashion, convey the fashionable element in the lasting vitality of modern society in the past. Into the postmodern consumer society, the postmodern consumer psychology of the audience affects Chinese old brand regression on the social cultural significance. To society on the distorted the Chinese old brand culture connotation, abuse of the Chinese old brand symbol abuse (collage, the phenomenon such as copy, forgery, etc.), must give the postmodern criticism consciousness of objective, to interpret the Chinese old brand value regression phenomenon of cultural memory, convey respect for national brands and the social responsibility of inheriting the national culture. Is particularly important, under the background of globalization, emphasize the inheritance of traditional culture and national brand to the world’s brand significance, the continuation of the old brand of home products and regeneration, build brand value, the strengthening of national brand consciousness and national image construction has important significance and far-reaching influence.