试论民营实体书店的消费美学救赎——方所书店的一个理论启示

On Consumption Aesthetic Redemption of Private Entitative Bookshop——A Theoretical Inspiration of Fangsuo Bookshop

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。

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.