Lieu de vente, lieu de vie : stratégies de détournement de la fonction marchande en concept-store

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HAL Id: dumas-02052689

https://dumas.ccsd.cnrs.fr/dumas-02052689

Submitted on 28 Feb 2019

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Copyright

de la fonction marchande en concept-store

Alix Bobard

To cite this version:

Alix Bobard. Lieu de vente, lieu de vie : stratégies de détournement de la fonction marchande en concept-store. Sciences de l’information et de la communication. 2017. �dumas-02052689�

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Master professionnel

Mention : Information et communication

Spécialité : Communication Marque Option : Marque, innovation et création

Lieu de vente, lieu de vie

Stratégies de détournement de la fonction marchande

en concept-store

Responsable de la mention information et communication Professeure Karine Berthelot-Guiet

Tuteur universitaire : Hécate Vergopoulos

Nom, prénom : BOBARD, Alix Promotion : 2016-2017

Soutenu le : 06/07/2017

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1.' Le concept store pensé comme un dispositif médiatique de

marque

1.1.'

La notion de dispositif médiatique

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(19)

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(20)

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2"+,"$$+-%"#$' ;"' ;%**/@"+7' $+-#@,"$$+"' "$' ;"' 0&,,/#%</"+' ;"' 4S%#*&+,-$%&#7' </"44"' </S"44"' @&%$7' 2-+' 4S%#$"+,3;%-%+"' ;"' @/22&+$@' >-+%3@`' k"@' ,3;%-@' 0&,2&+$"+-%"#$' -4&+@' ML_{'!`']:U.HUkE7'b'I%$@'"$'R0+%$@`'E&,"'))'c7'=/44"$%#'83+%&;%</"';/'0B-,2'*+"/;%"#7'#v'ML7'} h/%44"$'MVOO7'22`'NKCVY' MM '!`']:U.HUkE7'6:)=$;,,$)*$&*%:#;)C*8<;((<#!$*D$*,<*%);("#`'8-+%@7'D-44%,-+;7'MVVY7'2`'Y^' MK 'j`'IHGHkk:Q7'4L$F%"(;&;"#*>*,Lc:=)$C*(&)<&-J;$*D$*!"EE:#;!<&;"#*$&*E-D;<&;"#* (\EG",;K:$7'8-+%@7'kxB-+,-$$-#7'MVVV7'2`'MM'

(21)

$+&%@' "#h"/J' @230%*%</"@'(' ;"@' "#h"/J' @&0%&C0/4$/+"4@7' ;"@' "#h"/J' @&0%&C2&4%$%</"@' "$' "#*%#';"@'"#h"/J'30&#&,%</"@`'' R#'@S%#@2%+-#$';"@'$+->-/J';"'!%0B"4']&/0-/4$'"$';"'j"-#'I->-44&#7'#&/@'2&/>&#@';&#0' 3,"$$+"' 4S%;3"' </S/#' ;%@2&@%$%*' ,3;%-$%</"' "@$' /#' "#@",94"' ;S343,"#$@' ;%**/@-#$7' $+-#@,"$$-#$7'0&,,/#%</-#$7'/#"'%#*&+,-$%&#'d'/#'2/94%0'2-+'4S%#$"+,3;%-%+"';S/#'&/' 24/@%"/+@'@/22&+$@';-#@'4"'9/$';S%#*4/"#0"+'@"@'0&,2&+$","#$@';-#@'/#'"@2-0"';&##3' @-#@'</"'4"'@/h"$'W'@&%$'0&#$+-%#$`'' k-'#&$%&#';"';%@2&@%$%*',3;%-$%</"'3$-#$';3*%#%"7'#&/@'#&/@'-$$-0B"+&#@7'd'4-'@/%$"';"' 0"$$"'2+",%f+"'2-+$%"7'd'3$/;%"+'4-'$Bf@"';/',3;%-C,-6-@%#`'H/$+","#$';%$7'$"#$"+';"' +32&#;+"'d'0"'</"@$%&##","#$'</%'0&#@%@$"'d';%+"'</"'4"'2&%#$';"'>"#$"'%#0-+#"+-%$'4"' +l4"';"',3;%-`'''

1.2.'

La thèse du média-magasin

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(22)

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