从零售革命到消费革命：以近代上海百货公司为中心

From Retailing Revolution to Consumption Revolution:A Case Study of the Modern Shanghai Department Store

欧美工业革命以来,大量制造品涌入市场,为了更快速地销售商品,强调"薄利多销"的百货公司应运而生,商人降低价格以提升买气,利用销货的速度与数量弥补所减少的利润。为了加速商品周转率,百货公司采取包括密集的媒体广告、舒适开放的购物空间、贴心的免费服务等在内的营销手段。这些新的销售哲学与措施,不但带来零售商业的突破,也影响到消费生活及城市文化。上海百货公司的建筑及内部设计、新科技的运用及商品展演活动等,彰显了消费的社会文化意义,百货公司为焦点的消费生活也在重新形塑上海社会。

Following the Industrial Revolution in Europe and the US, the market was flooded by a large amount of goods. To promote sales, department stores that stressed a 'low profit, high volume' model appeared. Sellers lowered prices to encourage purchases, and used rapid and high-volume turnover to make up for lower profits. To speed up turnover, department stores invented various devices to increase sales, including intensive media advertising, open and comfortable store spaces, and free and attentive service. The new sales philosophy and tactics not only brought about a breakthrough in the retail industry, but also shaped consumer life and urban culture. The Shanghai Department Store evinced the social and cultural meaning of consumption in its building and design, its application of new technology, and its promotional activities and product display. A consumption lifestyle centering on department stores also reshaped Shanghai society at large.