Pop-up Potentialities: Effects of Pop-up Stores upon Brand Marketing

Li Mingzu (2020) Pop-up Potentialities: Effects of Pop-up Stores upon Brand Marketing. Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar.

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Absztrakt (kivonat)

The market competition in the retail industry is getting very fierce in this new era, therefore the retailers are paying more attention to expand brand awareness by the new marketing. And to a certain extent, consumers are making a purchase based on their knowledge to the brands. All kinds of enterprises have been launching a variety of marketing activities for the purpose of standing out in the market, so they would have more opportunities to reach the customers and make them pay for their products or services.   In the last few years, there is a dramatic increase of individual needs due to the post-90 and -00 generation, which makes the retail industry become more and more interesting and novel. In China, some pop-up stores have been very often appearing in the big cities like Beijing and shanghai. These temporary stores are mainly offline, which are used to catch the consumer’s attention and offer them new customer experience, meanwhile enterprises create an extraordinary amount of buzz online, so the pop-up marketing has become one of the key ways to promote the sales of a brand, for both online and offline. In the western countries, pop up marketing is not something new, and it has been performing for more than 10 years, but in China pop up marketing still has a tendency to grow.  The purpose of this paper is to understand how useful and effective pop-up marketing is to build brand awareness and enhance the interaction with customers; to explore the specific application mode of this new type of marketing in brand promotion through case studies in China compared with western countries. And a finding of a survey shows the advantage, disadvantage and current problems of pop-up stores and accordingly offers suggestions. In order to provide a theoretical case for pop up marketing for different brands and enterprises.

Intézmény

Budapesti Gazdasági Egyetem

Kar

Kereskedelmi, Vendéglátóipari és Idegenforgalmi Kar

Tanszék

Kereskedelem Tanszék

Tudományterület/tudományág

NEM RÉSZLETEZETT

Szak

Kereskedelem és marketing (angol nyelven)

Mű típusa:	diplomadolgozat (NEM RÉSZLETEZETT)
Kulcsszavak:	branding, Customer Behaviour, marketing, New Marketing, Pop-up stores
SWORD Depositor:	Archive User
Felhasználói azonosító szám (ID):	Archive User
Rekord készítés dátuma:	2021. Feb. 08. 13:54
Utolsó módosítás:	2021. Feb. 08. 13:54

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