The Brand Communication Strategy under the Experience Economy --Takes the Pop-up Store as an Example

Abstract

With the continuous development of new technology, the public has ushered in the era of experience economy. The clever form of experience economy applied by brand merchants not only changes the way of communication and information acquisition between brands and consumers, but also affects the mechanism and mode of information transmission With the help of this new economic model, more and more brands hope to achieve rapid brand communication growth, so they use different experience methods to establish the loyalty of target users, diversified business forms seamless connection to meet the experience needs of consumers. Consumers pay more attention to self-actualization consumption propositions, and experience economy caters to the current fast-paced life Therefore, in the wave of experience economy, pop-up stores effectively complete the transformation of traffic and entity, forming a unique concept of brand. This paper will analyze the status quo of offline brand experiential marketing, take pop-up stores as an example, expand through four dimensions of experience, point out the advantages of brand communication in the case, and summarize the problems faced by experiential marketing, combined with The theory of communication and management, shows the strategy and path of brand communication in the actual scene under the background of experience economy.