CAJ | 학술논문

从广州方所书店的启示出发,指出在社会消费和审美空前泛化的双重语境中,由于客体—消费空间和主体—消费方式的高度审美化,实体书店的设计和经营必须考虑将消费美学的原则引介进来,使其担当起一种重要的救赎功能。消费美学的救赎方案作为一般模式可以分为“美学营造”、“美学营销”和“美学营魂”三个方面。只有根据有利条件,将这紧密相关的“三营”有机结合在一起,才能最终实现实体书店“美学营利”的目的。
종엄주방소서점적계시출발,지출재사회소비화심미공전범화적쌍중어경중,유우객체—소비공간화주체—소비방식적고도심미화,실체서점적설계화경영필수고필장소비미학적원칙인개진래,사기담당기일충중요적구속공능。소비미학적구속방안작위일반모식가이분위“미학영조”、“미학영소”화“미학영혼”삼개방면。지유근거유리조건,장저긴밀상관적“삼영”유궤결합재일기,재능최종실현실체서점“미학영리”적목적。
Taking Fangsuo Bookstore as an example, this paper proposes the consideration of including the principles on consumption aesthetics in design and operation of bookstore in entity, making itself shoulder some redemptive function, due to the high aestheticization of object-consumption space and subject-consumption pattern under the dual context of a consumption-oriented society and unprecedented generalization of aesthetics. The r edemptive scheme of consumption aesthetics, as a general mode, could be divided into ＂aesthetic building＂, ＂aesthetic marketing＂ and ＂aesthetic soul＂, which if only were organically integrated, could the aim of ＂aesthetic profit-making＂ be realized for the entitative bookstore.