Research On The Application Of "Pop-up Shop" Under The Perspective Of Brand Marketing

The fierce market competition environment makes the "brand" more and more valued by the business operators.Today the level of commodity manufacturing is generally homogenized,Consumers identify and remember the interests and personality of commodities through the "brand",It can be said that it is now in the era of brand consumption.In order to stand out in the complex market,various enterprises have launched a variety of brand marketing activities,invested heavily in brand promotion,and through the dialogue between brand and consumer,the resonance between the two parties is reached,thus triggering the consumer's purchase behavior.In recent years,with the change of the retail industry and the increasing demand for individual consumption,some interesting and novel brand "pop-up stores" are frequently seen in the big business circles in the second line cities.Most of them are temporary stores and guerrilla stores,which have attracted the attention of the consumers with a strong interest and experience.The pop-up shop is a brand entity shop,mainly based on offline promotion,supplemented by online e-commerce sales and its own topic based network communication.It is a new type of retail way to promote the sale of brand online and under the line.In foreign countries,pop-up shop is not new,but in China,brand flash is still in its initial stage,and there is a growing trend.This article will combine the related theory of brand marketing,through case analysis,to understand the role played by the pop-up shop in the process of brand and consumer interaction,and explore the specific application mode of this new type of retail model in brand promotion and brand marketing,and found that the brand appears in the application of pop-up shop as brand marketing.In order to provide a theoretical reference case for brand marketing of Chinese brands and enterprises.