Research On The Marketing Strategy Of Pop-up Stores In The Era Of New Media

The purpose of this paper is to sort out the definition,characteristics,classification and history of the pop-up shop,and explore the background and development logic of the pop-up shop.Focusing on the development status of China’s pop-up shop,through the background of the new media era,we will see new marketing opportunities brought to the development of pop-up shop.At the same time,The communication elements in the marketing process of pop-up shop are divided,from the objects involved in the marketing of pop-up shop,the channels of online and offline,the types and presentation forms of marketing information,in order to sort out each key code that affects the marketing effect of pop-up shop.In the end,this article will combine the theories of communication,consumer behavior,psychology,etc.,through the analysis of the pop-up shop case,trying to sum up the pop-up shop marketing model that can be copied and promoted,find out the problems in the use of pop-up shop in brand marketing and the possibility in the future.