摘要：隨著生活水平的不斷提高，人們的購物環境也發生著巨大的改變，而品牌專賣店登上了歷史的舞臺。品牌專賣店與其他商店有所不同，里面包含了這個品牌的各種類型的商品，可以把品牌專賣店看作是一個獨立式的小型商場。

    獨立式商場是具有一定規模的單體零售商業建筑,它是現代商業建筑的代表形式和研究基礎。獨立式商場是商業的容器,對各商業業態及其綜合形式具有很強的適應性。從建筑學的角度來看,以百貨商場為代表的大型零售商業建筑被統稱為商場,商場又是各類更高級商業體的單元、節點或基礎形式。從建筑歷史的角度來看,始于19世紀中葉,百貨商場和歐洲現代主義建筑一起成長;經歷了美國芝加哥學派和高層建筑的發源;并在20世紀作為商業建筑的經典樣式,具有很高的研究價值。從方法論來看,建筑師需要把現代商業建筑日趨多元和復雜的系統分析成為元素和原形——建筑單體以便于研究。從發展前景來看,受多種新興業態的擠壓,商場建筑在經歷長時期的低迷后重新找到恰當的市場定位,并在零售業快速發展的大趨勢下將會迎來新的建設高潮。可見這種建筑類型具有很高的研究價值。故本文盡可能對獨立式商場這種建筑類型進行全面的研究。論文廣度和深度限制在建筑設計領域內。期望對建筑師的實踐活動起到應有的導向和參考作用。

關鍵詞：品牌文化、現代化、獨立式

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.