‘체험’이라는 것은 소비자의 오감을 기반으로 친근함과 유사함을 제공하며 타사와의 차별화를 바탕으로 시행된다. 특히, ‘브랜드 확장’은 식음료 업계를 비롯한 캐릭터 , 의류산업등에 이르기까지 다양한 형태로 존재하고 있는데 특히, ‘팝업스토어(Pop-up Store)’는 이에대한 주요한 요소로 활용되어지고 있다. ‘팝업스토어’란 어원 그대로 해석하면, ‘팝업(Popup)’ 이라는 잠시 세워졌다가 사라진다는 의미와 ‘스토어(Stor e)’라는 매장의 합성어이다. 이에 본 연구는 브랜드 확장의 일환으로 시행되고 있는 ‘팝업 스토어’의 소비자 체험을 기반으로 한 마케팅의분류 및 특성에 관한분석을 시행하기로 하며향후 전개될 브랜드 산업 및 상품구성을 중심으로한 매장 전개에 대한 흐름을 예측하는 것을 목적으로 삼는다. ’팝업스토어'를 연구의 대상으로 선정하기로 하며 연구의 범위 및 방법을 다음과 같이 제시한다. 소비자를 대상으로 한 다양한 '체험마케팅'적인 성격을 제시하는 매장으로 한정하며, 제품의출시 및 확장에 따른 시장전략을 도식화 한 ‘앤소프(Ansoff)’ 의 ‘브랜드 매트릭스(Brand Matrix) 이론을 연구모형으로 삼는다. 또한, 이론은 마케팅의 시장성에 따른 특징을 분석하기위한 도구로 삼는다. 상기된 분류와 앤소프의 브랜드 매트릭스 이론을 접목하여 팝업스토어 마케팅의 분류 및 특성을 제시하면 다음과 같다. 첫째, 새로 런칭하는 브랜드 및 인지도가 낮은 브랜드들은 자사 제품의 홍보와 판촉을 위한 전략으로써 ‘시장유지’를 위한 ‘홍보성 체험’ 전략을 활용한다. 둘째, 자사 브랜드 네이밍을 그대로 유지한 상태에서 새로운 사업으로 확장하는 경우 ‘홍보+확장’의 전략에 해당하며, ‘확장성체험’ 마케팅으로 지칭할 수가 있다. 셋째, 아티스트와 유명인을 통한 콜라보레이션을 시도하여 기존의 제품의 판매 촉진과 더불어 새로운 형식의 사업으로 진입하는 경우이다. 이를‘예술성 체험’으로 지칭한다. 넷째, CRM(Customer Relation Management)으로 불리우는 사회공헌에 대한 부분과 연계되는 다각화 전략의 시도이며, ‘문화성 체험’으로 지칭한다. 결국, 기업 브랜드는 단순한 판매 촉진의 형식이 아닌 소비자의각기 다른 다양한 체험과 문화적 욕구에 대한 수용을 기반으로 기업 브랜드 이미지를 각인시킬 수 있는 팝업스토어를 형성하여야 할 것으로 판단된다.
Consumer experience indicates that similar sense of familiarity, with its five senses is on the same time with other companies conducted based on differentiation. Specifically, the ‘Brand Expansion’ as food and beverage industry exist and particularly since the characters and clothing industry, and in various forms ranging, ‘Pop-up stores’ for this being utilized as an important factor .‘Pop-up stores’ Ran an etymological meaning that it signifies and was set for a while and went and store named ‘Store’ of synthetic language. As a result, this study is being implemented as part of its own brand naming ‘Pop-up stores’ of consumer marketing based on the experience of Classification and Characteristics in the analysis. Also, aimed at predicting the future direction of pop-up stores.’ enrolled in research on a pop-up stores ' to take up and the range of research and provide as follows. which target consumers limit to a store that represents the diverse nature of the 'experiential marketing' and Ansoff offer made by the 'Brand matrix' research models which is diagraming strategy of market. In addition, the theory is the marketability of marketing and Features to analyse the instrument of. A classification and characteristic of ' Brand matrix 'theory by combining them with pop-up stores are as follows. First, it launched, and it's new to brand its products from brands and name recognition is low by public relations and strategy for the promotion for ‘maintaining market’ ‘promotional experience’ strategy may be used. Second, naming its brand in keeping the state by marketing strategy of the ‘public relations + extensions’, if appropriate, expand into new business, ‘expensive experience’ by collaboration through Third, artists and celebrities along with the promotion of existing products by trying, a new type of which project group is leading to the case. it is called 'artistic experience'. Fourth, CRM (Consumer relation management) called as corporate social responsibility in part linked to the diversification strategy of the attempt. it's called 'cultural experience'. After all, a corporate brand is just not the type of consumer sales promotion to accommodate different about various experiences and cultural needs of companies based on its brand image, should try to form a pop-up store that can gain.
Consumer experience indicates that similar sense of familiarity, with its five senses is on the same time with other companies conducted based on differentiation. Specifically, the ‘Brand Expansion’ as food and beverage industry exist and particularly since the characters and clothing industry, and in various forms ranging, ‘Pop-up stores’ for this being utilized as an important factor .‘Pop-up stores’ Ran an etymological meaning that it signifies and was set for a while and went and store named ‘Store’ of synthetic language. As a result, this study is being implemented as part of its own brand naming ‘Pop-up stores’ of consumer marketing based on the experience of Classification and Characteristics in the analysis. Also, aimed at predicting the future direction of pop-up stores.’ enrolled in research on a pop-up stores ' to take up and the range of research and provide as follows. which target consumers limit to a store that represents the diverse nature of the 'experiential marketing' and Ansoff offer made by the 'Brand matrix' research models which is diagraming strategy of market. In addition, the theory is the marketability of marketing and Features to analyse the instrument of. A classification and characteristic of ' Brand matrix 'theory by combining them with pop-up stores are as follows. First, it launched, and it's new to brand its products from brands and name recognition is low by public relations and strategy for the promotion for ‘maintaining market’ ‘promotional experience’ strategy may be used. Second, naming its brand in keeping the state by marketing strategy of the ‘public relations + extensions’, if appropriate, expand into new business, ‘expensive experience’ by collaboration through Third, artists and celebrities along with the promotion of existing products by trying, a new type of which project group is leading to the case. it is called 'artistic experience'. Fourth, CRM (Consumer relation management) called as corporate social responsibility in part linked to the diversification strategy of the attempt. it's called 'cultural experience'. After all, a corporate brand is just not the type of consumer sales promotion to accommodate different about various experiences and cultural needs of companies based on its brand image, should try to form a pop-up store that can gain.