民国上海“四大百货公司”背后的中国商业艺术现代转型

The Modern Transformation of Chinese Commercial Art Behind the“Four Major Department Stores”in Shanghai,Republic of China

老上海“四大百货公司”是我国民国商业的缩影,见证了我国商业艺术从传统到现代的变迁。封建制度废除、新文化运动兴起、西方现代设计思潮流入、上海市民思想观念转变等因素深刻影响了民国时期现代商业艺术的变化。民国时期,上海现代商业艺术体现了以“消费者”为中心的创新设计理念,并从以下几个方面得到体现:选址上满足消费者多元需求,空间设计上采用先进材料、先进技术设备和个性化风格以吸引消费者,品牌形象上通过女销售员、促销广告、爱国情怀等来发展忠诚消费者。

The“Four Major Department Stores”in old Shanghai is the epitome of the Republic of China’s commerce,witnessing the change of China’s commercial art from tradition to modernity.The abolition of feudalism,the rise of the New Culture Movement,the influx of Western modern design trends,and the change in the mindset of Shanghai citizens profoundly influenced the changes in modern commercial art during the Republic of China.The modern commercial art in Shanghai during the Republic of China period embodies the innovative design concept centred on the“consumer”,and it is explored from the aspects of meeting the diversified needs of consumers in terms of site selection;attracting consumers by adopting advanced materials,advanced technology and equipment,and personalized styles in terms of spatial design;and developing loyal consumers by means of saleswomen,promotional advertisements,and patriotic feelings in terms of brand image.