文创商业综合体的空间消费吸引特征研究——以诚品书店苏州店为例#br#

doi:10. 3969/j. issn. 1000-0232. 2024. 02. 001

摘要/Abstract

摘要： 基于消费者行为视角，选取“诚品书店苏州店”为研究对象，运用社会网络分析方法研究了文创主题类商业综合体中消费者的空间使用特征。研究结果表明：文创主题类、部分餐饮类店铺和公共空间在诚品商场中消费吸引力高，位于高层时可有效增强整个商场的消费吸引价值，其他类型店铺的消费吸引力一定程度上会受此类店铺的影响。因此在文创类商业空间布局时，将不同消费吸引力的店铺进行组合配置，强化各店铺影响关联的同时提高其他店铺的消费吸引力，达到商场整体体验效益与消费效益的不断优化。

关键词: 商业综合体, 消费者行为, 空间评价, 体验经济, 社会网络分析

Abstract: Cultural and Creative-themed Commercial Complexes represent diverse shared architectural spaces in urban settings, integrating cultural elements with commercial principles. These spaces not only cater to urban residents' daily needs and offer experiential consumption in the era of experience-based economies but also urban development pathways. However, research on commercial complexes from the perspective of consumer behaviors hardly represents cultural and creative-themed complexes. Additionally, there is limited research on consumption characteristics resulting from the combination of physical bookstores within commercial spaces. Overall, the relationship between urban commercial consumption and cultural elements remains ambiguous. Therefore, a case study based on "Suzhou Eslite Bookstore" was carried out in this study. Individual behavioral patterns and spatial usage characteristics of consumers within cultural and creative-themed commercial complexes were studied through the social network analysis method based on consumer activity pattern data. The social network analysis method visualizes consumer behaviors, commercial spaces and spatial formats into a social network model, which is convenient for comprehending consumer demands and organizational relationships among different spatial nodes. Some research conclusions could be drawn as: (1) Spaces highly associated with consumer activities are predominantly shops with explicit cultural and creative themes, high brand recognition, and good spatial accessibility. (2) Shop nodes within the complex's network layout exhibit noticeable consumer attraction characteristics. Cultural and creative-themed shops, certain dining venues and public spaces are vital spatial nodes influencing consumers' experience and consumption in the complex. When situated on higher floors, these spatial nodes can effectively enhance the overall consumer appeal of the complex and influence consumer attraction to other types of shops to some extent. These nodes can be separated and combined with other shops in layout, aiming to strengthen interrelations among shops and enhance the overall effectiveness of commercial spaces based on the maximum radiation range of consumer attraction. (3) Within cultural and creative-themed commercial spaces, the following five types of spatial nodes can be organized based on the above findings: core-type nodes, close-type nodes, cohesive-type nodes, dispersed-type nodes, and isolated-type nodes. The core-type and close-type spatial nodes shall be set with cohesive-type and dispersed-types to properly utilize their consumer attraction capabilities, radiation and driving effects to other nodes. The spatial locations, business types and functions of dispersed-type and isolated-type spatial nodes shall be analyzed according to their formation reasons and changed accordlingly. This study extends research ideas on commercial spatial layout while providing scientific references for urban commercial spatial design concepts and guidelines. On the other hand, it promotes the overall development of commercial spaces while seeking experiential and economic benefit pathways for cultural and creative-themed commercial complexes and physical bookstores. Future research can optimize conclusions by studying more cases, comparing consumer behaviors in the post-pandemic era and further validating consumer attraction characteristics.

Key words: commercial complex, consumer behavior, spatial evaluation, experience economy, social network analysis

中图分类号:

TU-02
TU2

毛媛媛, 刘思婕, 王灿, 李文超, 王德. 文创商业综合体的空间消费吸引特征研究——以诚品书店苏州店为例#br#[J]. 南方建筑, 2024, 0(2): 1-09.

MAO Yuanyuan, LIU Sijie, WANG Can, LI Wenchao, WANG De. Research on the Spatial Consumption Attraction Features of Cultural and Creative-themed Commercial Complex: A Case Study of Eslite Bookstore in Suzhou#br#

#br#

[J]. South Architecture, 2024, 0(2): 1-09.

参考文献

[1]罗子明．消费者心理学[M]．北京：清华大学出版社，2015.
Luo Ziming．Consumer psychology[M]．Beijing：Tsinghua University Press，2015.
[2]王振伍．基于体验经济的书吧空间设计研究[J].城市建筑，2022，19(17)：146-149.
Wang Zhenwu．Research on Bookbar Space Design Based on Experience Economy[J]．Urban Architecture，2022，19(17)：146-149.
[3]梁华林．体验消费视角下商业空间场景IP设计研究——以广州南浦时代广场为例[J]．设计，2022，35(13)：122-125.
Liang Hualin. Research on IP Design of Commercial Space Scene from the Perspective of Experiential Consumption：Taking Guangzhou Nanpu Times Square as an Example[J]．Design，2022，35(13)：122-125.
[4]赵欣冉.基于体验经济特征的消费场景设计策略研究[J]．城市建筑，2021，18(12)：132-134.
Zhao Xinran．Research on the design strategy of consumption scene based on the characteristics of experience economy[J]．Urban architecture，2021，18(12)：132-134.
[5]陈铭，张宗昊.体验消费模式下商业建筑空间设计策略探究[J].华中建筑，2023，41(2)：57-62.
Chen Ming，Zhang Zonghao. Research on the design strategy of commercial building space under the experience consumption mode[J]. Huazhong Architecture，2023，41(2)：57-62.
[6]戴伟．体验型商业空间探索——以广州宜家为例[J].华中建筑，2017，35(8)：43-48.
Dai Wei. Exploring Experiential Commercial Space：A Case Study of IKEA，Guangzhou[J]．Huazhong Architecture， 2017，35(8)：43-48.
[7] Nguyen,T. V. T.，Han,H.，Sahito,N.，et al．The Bookstore-Café： Emergence of a New Lifestyle as a “Third Place” in Hangzhou，China. Space and Culture， 2019，22(2)，216-233.
[8]陆昱如.文化创意产业发展及其与大学生创业关系的现状——以独立书店为例[J]．中国管理信息化，2021，24(21)：222-223.
Lu Yuru. The development of cultural and creative industries and the status quo of their relationship with college students' entrepreneurship：taking independent bookstores as an example[J].China Management Informatization，2021，24 (21)：222-223.
[9]韩笑.基于消费心理学的实体书店空间组织设计策略研究[D].合肥：合肥工业大学，2019.
Han Xiao. Research on the spatial organization design strategy of physical bookstores based on consumer psychology[D]．Hefei： Hefei University of Technology，2019.
[10] Yeh I C， Lien C H， Ting T M， et al. Applications of web mining for marketing of online bookstores[J]. Expert Systems with Applications，2009，36(8)：11249-11 256.
[11]陆宇辰，张守卫. 概念书店经营模式分析——以“猫的天空之城”为例[J].内蒙古科技与经济，2017(14)：50-51.
Lu Yuchen，Zhang Shouwei. Analysis of the business model of concept bookstores-Taking' cat's sky city' as an example[J]．Inner Mongolia Science and Technology and Economy，2017(14)：50-51.
[12]李菲，柯平，王溪，等.概念书店参与公共阅读服务供给研究[J].图书馆论坛，2019(8)：1-8.
Li Fei，Ke Ping，Wang Xi，et al. Research on the participation of concept bookstores in the supply of public reading services[J]．Library Forum，2019(8)：1-8.
[13]王德，王灿，朱玮，等.商业综合体的消费者空间行为特征与评价[J].建筑学报，2017(2)：27-32.
Wang De，Wang Can，Zhu Wei，et al. The characteristics and evaluation of consumer spatial behavior in commercial complexes[J]. Architectural Journal，2017(2)：27-32.
[14]王灿，王德，朱玮.基于消费者行为的商业综合体空间特征与评价——以上海五角场万达广场为例[C]//2015中国城市规划年会论文集．2015：1-18.
Wang Can，Wang De，Zhu Wei．The spatial characteristics and evaluation of commercial complex based on consumer behavior：Taking Wanda Plaza in Shanghai Wujiaochang as an example[C]//2015 China Urban Planning Annual Conference Papers，2015：1-18.
[15]王灿，王德，朱玮，等.消费者行为视角下的商业综合体功能复合效应与机制[J]．新建筑，2018(4)：112-116.
Wang Can，Wang De，Zhu Wei，et al. Functional composite effect and mechanism of commercial complex from the perspective of consumer behavior[J]．New Building，2018(4)：112-116.
[16]王灿，王德，朱玮，等.基于消费者行为的商业空间绩效评价体系建构[J].城市规划，2021，45(3)：33-45.
Wang Can，Wang De，Zhu Wei，et al. The construction of commercial space performance evaluation system based on consumer behavior[J]．Urban planning，2021，45(3)：33-45.
[17]王灿，王德，朱玮，等.基于消费者行为模拟的商业综合体空间优化策略[J].南方建筑，2020(2)：1-9.
Wang Can，Wang De，Zhu Wei，et al．Commercial complex space optimization strategy based on consumer behavior simulation [J].Southern Architecture，2020(2)：1-9.
[18]任熙元，王灿，王德.基于行为偏好模型的商业综合体空间优化策略研究以大宁国际商业广场(上海)为例[J]．时代建筑，2017(5)：54-59.
Ren Xiyuan，Wang Can，Wang De．Research on the spatial optimization strategy of commercial complex based on behavioral preference model Daning International Commercial Plaza (Shanghai) as an example[J]．Times Architecture，2017(5)：54-59.
[19]任熙元，王灿，王德，等.消费者行为视角下的大宁商业综合体空间绩效评价[J]．规划师，2018，34(2)：101-107.
Ren Xiyuan，Wang Can，Wang De，etc. Spatial performance evaluation of Daning commercial complex from the perspective of consumer behavior[J]．Planner，2018，34(2)：101-107.
[20]王德，李光德，朱玮，等.苏州观前商业街区消费者行为模型构建与应用[J].城市规划，2013，37(9)：28-33，66.
Wang De，Li Guangde，Zhu Wei，et al. Suzhou Guanqian commercial district consumer behavior model construction and application[J]．Urban planning，2013，37(9)：28-33，66.
[21]王德，农耘之，朱玮．王府井大街的消费者行为与商业空间结构研究[J]．城市规划，2011，35(7)：43-48，60.
Wang De，Nong Yunzhi，Zhu Wei．Research on Consumer Behavior and Commercial Spatial Structure of Wangfujing Street[J]．Urban Planning，2011，35(7)：43-48，60.
[22] Wasserman，S. & Faust，K. Social Networks Analysis：Methods and Application[M]．Cambridge： Cambridge University Press，1994.
[23]魏维轩．社会网络分析下自发行为对城市场地空间发展影响——以上海与柏林为例[J]．城市建筑，2022，19(16)：41-45，59.
Wei Weixuan．The impact of spontaneous behavior on the spatial development of urban sites under social network analysis：Taking Shanghai and Berlin as examples[J]．Urban Architecture，2022，19(16)：41-45，59.
[24]宋靖华，胡艺璇，龚贤典．社会网络分析法揭示宏村空间结构演变特征[J]．城市建筑，2020，17(10)：100-105.
Song Jinghua，Hu Yixuan，Gong Xiandian. Social network analysis reveals the evolution characteristics of spatial structure of Hongcun Village[J].Urban Architecture，2020，17(10)：100-105.
[25] https：//www.jstage.jst.go.jp/article/jscejipm/68/5/68_I_445/_pdf
[26]李少琦，孙海燕，刘苏禾，等.近20年中国新型实体书店的时空演变及其影响因素——基于西西弗、言几又和“猫空”数据的分析[J]．经济地理，2020，40(10)：67-73.
Li Shaoqi，Sun Haiyan，Liu Suhe，et al. Spatial-temporal evolution and influencing factors of new physical bookstores in China in the past 20 years：Based on the analysis of Sisyphus， Yanjiyou and Maokong' data[J]．Economic Geography，2020，40(10)：67-73.
[27]http：//www.eslitecorp.com/Site/Site_Detail.aspx?a=cn&l=gb&sc=CN&sa=&s=574
[28]刘军．2004社会网络分析导论[M]．北京：北京：社会科学文献出版社.
Liu Jun．2004.An Introduction to Social Network Analysis[M].Beijing：Social Science Literature Press.
[29] Wasserman，S. Faust，K. Social Network Analysis：Methods and Applications[M]．Cambridge：Cambridge University Press.
[30] White,H.C.，Boorman,S.A.，Breiger,R.L．Social Structure from Multiple Networks．I．Blockmodels of Roles and Positions[J]．American Journal of Sociology，1976，81(4)：730-780.
[31]张壹宁．基础研究空间网络关联结构及影响因素分析[J]. 上海理工大学学报，2021，43(4)：400-408.
Zhang Yining．Analysis of spatial network correlation structure and influencing factors of basic research[J].Journal of Shanghai University of Science and Technology，2021，43(4)：400-408.
[32] Burt,R.S. Positions in Networks[J]. Social Forces, 1976，55(1)：93-122．
[33]徐磊青，甄怡，汤众.商业综合体上下楼层空间错位的空间易读性——上海龙之梦购物中心的空间认知与寻路[J].建筑学报，2011(S1)：165-169.
Xu Leiqing，Zhen Yi，Tang Zhong. Spatial legibility of spatial mismatch between upper and lower floors of commercial complex-spatial cognition and wayfinding of Shanghai Longzhimeng Shopping Center[J]．Architectural Journal，2011(S1)：165-169.
[34]夏正伟，徐磊青，万朋朋．高层商业综合体中人流、空间与功能研究——以3个轨道交通商业综合体为例[J]．建筑学报，2015(5)：103-108.
Xia Zhengwei，Xu Leiqing，Wan Pengpeng．Study on the flow of people，space and function in high-rise commercial complexes：Taking three rail transit commercial complexes as examples[J]．Architectural Journal，2015(5)：103-108.
[35]刘蕊．高楼层购物中心商业价值提升方法研究——以常州嘉宏MOOC星光城为例[J]．建材与装饰，2020(7)：77-78.
LIU Rui．Research on the method of improving the commercial value of high-rise shopping malls：Taking Changzhou Jiahong MOOC Star City as an example[J].Building materials and decoration，2020(7)：77-78.
[36]李欣冉，李汀蕾．疫情常态化下商业综合体运行模式的重构策略研究[J]．中外建筑，2022(7)：98-102.
Li Xinran，Li Tinglei．Research on the reconstruction strategy of the operation mode of commercial complex under the normalization of epidemic situation[J].Chinese and foreign architecture，2022(7)：98-102.
[37]陈欣悦．后疫情时代下的商业综合体空间优化研究[D]．南昌：南昌大学，2023.
Chen Xinyue．Spatial optimization of commercial complex in the post-epidemic era[D]．Nanchang：Nanchang University，2023.
[38]王莹．后疫情时代实体书店网络社群生态建构研究[J]．编辑之友，2021(3)：30-34.
Wang Ying．Research on the ecological construction of physical bookstore network community in the post-epidemic era[J]．Friends of Editors，2021(3)：30-34.
[39]刘明星，盛小丰．后疫情时代购物中心发展策略研究[J].现代商业，2021(15)：26-28.
Liu Mingxing，Sheng Xiaofeng．Research on the development strategy of shopping malls in the post-epidemic era[J]．Modern Business，2021(15)：26-28.
[40]张锐雯.后疫情时代中国数字文化产业探析[J].未来与发展，2021，45(5)：57-61.
Zhang Ruiwen．Analysis of China's digital culture industry in the post-epidemic era[J].Future and development，2021，45(5)：57-61.
[41]范嘉苑．后疫情时代：体验经济之下的商业空间设计再探索[J]．现代装饰，2021(8)：15.
Fan Jiayuan．Post-epidemic era：Re-exploration of commercial space design under the experience economy[J].Modern decoration，2021(8)：15.