美感消费论:一种新型消费趋势的探讨

Aesthetic Consumption——A New Type of Consumption Trend

中国经济"新常态"下个性化、多样化消费的流行,凸显了美感消费的重要性。美学正作为一种关键的驱动要素,渗透到当前产品制造和消费的各个领域。界定美感消费的内涵,探讨美感消费的历史演变与流行的现实基础,发现美感消费呈现出个性化、体验性、虚拟性与乌托邦幻想相融合的特点。以"崇文门新世界百货的周年庆购物狂欢节"为例,分析商家打造商品的欲望维度、制造叙事性结构的过程,对美感消费的生成机理进行总结。

The personalized and diversified consumption is becoming more and more popular under the background of Chinese ＂ New Normal Economy ＂ This trend highlights the importance of aesthetic consumption. As a key capital element, Aesthetics penetrates into current culture industry and consumer economy. This paper tries to define the concept of the aesthetic consumption, and discusses its occurrence in history and the realistic reasons. In the daily economic activities, aesthetic consumption represents a fusion of personalized, experienced, virtual and utopian characters. ＂Desire Narrative＂ shows the formation process of aesthetic consumption, and is also the core means of business marketing. Taking ＂the anniversary shopping Carnival of Chongwenmen New World Department Store＂ as an example, this paper analyzes the process in which businesses create desire dimension, and the narrative structure of commodity manufacturing. The mechanism of the formation of aesthetic consumption is summarized.