南京东路商业步行街消费者行为变化研究——2001年与2007年的比较

STUDY ON CHANGES OF CONSUMER BEHAVIOR IN EAST NANJING ROAD——A Comparison of the Year 2001 and 2007

本文通过比较2001年与2007年消费者行为数据,揭示出6年间南京东路消费者行为特征的变化。消费者属性的变化主要在于:消费者的年龄年轻化;居住地非本地化;整体收入水平略降低。消费者非空间活动的变化有:观光旅游休闲目的的消费者增多;路上时间明显缩短;消费者总体收入水平升高,但总开支降低;平均消费额降低,零消费比重增大,中高消费比例明显减少,年轻人的平均花费减少。消费者空间活动特征的变化主要在于:主要入口由原来的两个新增为三个;步行街西端总消费额和总人流密集的"三角区"消失,密集中心向中部转移;人均消费额的空间分布呈均质化态势;人均消费最高的地块从专业商店所在地块,转移到百货公司所在地块。本文最后通过变化系统分析图总结了消费者行为变化及其与宏观商业背景变化之间的关系。

The research on consumer behavior in East Nanjing Road in 2001 revealed the basic characteristics of consumer behavior quantitatively. This paper compares consumer behavior between the survey data of year 2001 and year 2007, and investigates the changes of consumer behavior in East Nanjing Road during these 6 years. The main changes of consumers＇ socio-demographics are： 1） more young people, 2） more outlanders, and 3） less income. The main changes of consumers＇ spatial activities are： 1） The main entrances of the street increased from two to three; 2） The original core of activity at the western end of the street where the gross consumption and pedestrian flow highly concentrated moved to the middle part of the street; 3） The spatial distribution of consumers＇ average expenditure was homogenized; 4） The highest average expenditure changed from blocks with professional stores to blocks with department stores. In the last part of this paper, we made a conclusion of the relationship between the changes of consumer behavior and the changes of macroscopic commercial environment by using a dynamic system analytical graph. The approach of getting data from questionnaires to perform mathematical statistical analysis and establishing discrete choice models in studying consumer behavior in commercial （pedestrian） street （space）, through 30 years of development, has been improved. In 2001, this method is applied on the study of consumer behavior in the east Nanjing pedestrian street （Wang, 2003） and revealed consumer behavior characteristics and laws in the pedestrian street at that time successfully. This study compares the results of the two surveys on both consumer basic characteristics and spatial behavior characteristics to reveal the changes and the underlying mechanisms in East Nanjing road.