Research On The Environment Design Of Pop-up Retail Based On Experiential Marketing

Today,only high-quality goods and satisfactory services can no longer meet the physiological needs and psychological needs of today’s consumers.What they need more is touching,stimulating,memorable consumption experience.Pop-up business is a relatively new industry and marketing model under the current market background.It represents a kind of evolution,exactly,a variety of different business trends are concentrated in this pop-up form in unison,and gradually it becomes a unified action.With the emergence of this new format,on the one hand,this creative marketing model stimulates consumption and quickly enhances the brand awareness;on the other hand,it provides consumers with an experiential shopping environment and improves consumer satisfaction.Pop-up store has gradually developed in the domestic market,and has become a hot spot.It has a certain frontier in store design,commercial environment design and commercial activity planning.At present,there is not many studies on pop-up store in China,and the concept and design methods of pop-up store are not perfect.Therefore,summarizing the types and characteristics of domestic pop-up store,solving the problem of designing an innovative pop-up store under the market of experiential economy and discussing son future development trend of pop-up store in China is the purpose of this paper.This topic combines a variety of academic achievement,taking marketing and consumer psychology as the basic theory.Commercial environmental design and visual communication design,retail store design and commodity display design are the technical core of research.The article takes the social background of pop-up business model and the current situation of pop-up store development as the theoretical background to understand the way that affects the environmental design of pop-up store deeply.First of all,compare traditional marketing methods with experiential marketing methods to explore the demands of today’s consumers.Next,compare traditional retail stores with pop-up store to explore the characteristics of pop-up store and the influence factors of marketing methods on pop-up store,and explore the design elements that enhance brand image and enhance brand value.The key point of the study is a combination of the type and characteristics of pop-up store and the way of experiential marketing.We take the design of commercial environment,the design of space,the design of exhibition as the theoretical source of the research.From spatial form,material,location,media,etc,analyse and design to find out the design method that adapted to the present market,promote the improvement of current pop-up store’s marketing activities planning and design,make pop-up store more accessible to consumers and create a positive attitude for adaptation to the market of China.Finally,explore the potential advantages and trends of pop-up store,and exploit the potential of pop-up store to promote urban and community economic development.So as to find out the development rules of pop-up store in the market,and provide the gist for the future development of pop-up store.