摘要：随着生活水平的不断提高，人们的购物环境也发生着巨大的改变，而品牌专卖店登上了历史的舞台。品牌专卖店与其他商店有所不同，里面包含了这个品牌的各种类型的商品，可以把品牌专卖店看作是一个独立式的小型商场。

    独立式商场是具有一定规模的单体零售商业建筑,它是现代商业建筑的代表形式和研究基础。独立式商场是商业的容器,对各商业业态及其综合形式具有很强的适应性。从建筑学的角度来看,以百货商场为代表的大型零售商业建筑被统称为商场,商场又是各类更高级商业体的单元、节点或基础形式。从建筑历史的角度来看,始于19世纪中叶,百货商场和欧洲现代主义建筑一起成长;经历了美国芝加哥学派和高层建筑的发源;并在20世纪作为商业建筑的经典样式,具有很高的研究价值。从方法论来看,建筑师需要把现代商业建筑日趋多元和复杂的系统分析成为元素和原形——建筑单体以便于研究。从发展前景来看,受多种新兴业态的挤压,商场建筑在经历长时期的低迷后重新找到恰当的市场定位,并在零售业快速发展的大趋势下将会迎来新的建设高潮。可见这种建筑类型具有很高的研究价值。故本文尽可能对独立式商场这种建筑类型进行全面的研究。论文广度和深度限制在建筑设计领域内。期望对建筑师的实践活动起到应有的导向和参考作用。

关键词：品牌文化、现代化、独立式

ABSTRACT:With the continuous improvement of living standards,people’s shopping environment is also undergoing tremendous change,and brand stores boarded the stage of history.Brand stores and other shops are different, which contains the brands of various types of goods, can put the brand stores as a freestanding small shopping mall.

    A detached shopping plaza is fair scale retail business architecture. It is a representative form and research foundation of modern business architecture. The detached shopping plaza can stand for business, and it adapts to various business forms. Form the perspective of architecture, the general merchandise market as a representative of huge retail business can be regarded as shopping plaza, and the shopping plaza is a higher unite and foundation of commercial body. From the perspective of architecture history, since the half of 19 century, the general market developed with the European modernism architecture. It went through the origination of American Chicago School and high-rise building and was the classic style of commercial architecture in the 20 century, which had significant value of researching. From the standpoint of methodology, the architects need to divide the complex system of modern commercial architecture into element and archetype for the sake of researching. From the development prospect, under the pressure of many rising industries, the commercial architecture has found the right market orientation after long-period depression, and it will be in the new construction trend with the rapid development of retail trade. It is seen that this architecture type is of a high researching value. Thus, this essay intends to research the architecture type of the detached shopping plaza to a large extent. The scope and depth of this essay are limited to the field of architecture design. I expect that it will fulfill the function of reference and guidance to the architects’ practical activities.

Keywords: Brand Culture;modernization;detached-type.