Research On Pop-up Stores' Value Creating Process Based On Grounded Theory

With the development of China's economy,people's living standard is getting improved,consumers are becoming unsatisfied with the homogeneity in consuming experience and the same products,unique shopping experiences became one of the most popular and important contents on consumers' social platforms?From the enterprise side,with the concept of ?New retailing? is getting more concerned,e-commerce platforms choose to use joint promotions with offline stores and shopping malls,generate buzz,enrich consumers' experiences by using technology,which are becoming e-commerce platforms' new marketing strategy.On the other side,there are more and more foreign brands want to enter the domestic market,it's important for those brands to know consumers' preferences by testing the market.All these provided a good chance for the blooming of pop-up stores in China.As one of the brands' marketing strategies,pop-up stores have short operating cycle,low running cost,and can make hot topics,so many consumers are attracted by its' exquisite theme decorations,various well-planned interactive activities,and its' well-designed limited goods.To figure out the mechanism of pop-up stores' value creating process will be important to the development of the marketing theory and the practical application to the brads.At present,the theoretical researches in pop-up stores are almost from the view of design and exhibition,or experiential marketing.This research focuses on the perspective of value creating,analyzed the second-hand information from internet and first-hand interviews data by using the grounded theory,reveals the components of pup-up stores' value creating process,which contains twenty-two key sub-elements,and also analyzed from five aspects: access to information,pup-up stores' servicescape,customers' experience and value,customers' satisfaction and customer expectations to show the process and mechanism of the pop-up stores' value creating.The construction of the theoretical model enriches the research of pop-up stores.From the results of the research,the process of pop-up stores' value creating is a value system which comes out to be a dynamic cycle combined with pop-up stores and consumers.The pup-up stores' servicescape is a necessary intermediary for consumers to get experience value,its space atmosphere,interactive information and interactive contacts determines whether consumers can get a satisfactory consumer experience and customer value,which affects the success of the entire value creating process.Finally,the research points out the managerial implications of the pop-up stores.