体验式的购物公园商业规划设计——以南京羊山公园商业街重点地块城市设计为例

Shopping Park Planning of Experience Commercial:a Case Study on Urban Design of Nanjing Yangshan Park Retail Street

面对互联网购物的兴起,靠巨量铺设国际名牌店、服装店的商业地产发展模式和理念面临日益狭窄的市场,体验消费成为线下商业新的出路。未来的消费者会更愿意为体验、环境、情感和服务买单。以购物公园为代表的新兴体验式商业可以弥补传统商业模式的不足,成为新兴商业建设的重要途径。南京羊山公园商业街作为南京市近期重点建设项目,从商业的空间特征上,提出业态复合化、空间体验主题化、空间活动互动化。针对功能设计,强调布局多样性及购物动线灵活化。通过项目自身的特质,营造独特的商业空间环境,集生态、文化、娱乐于一体,形成了具有地域代表性的购物公园。

With the rise of Internet shopping, the development model and idea of laying massive international brand-name stores and clothing stores in the commercial real estate is facing the increasingly narrow market. Experience commercial will be a new way of the offline business. In the future consumers will be more willing to pay for experience, environment, emotion and service. As a representative of the experience commercial which makes up for the lack of the traditional business model, Shopping Park has become an important way to the new commercial construction. Nanjing Yangshan Park Retail Street is such an example which is a recent major construction project of Nanjing. It puts forward the space multiple function, the spatial experience thematization and the interactive space activities from the spatial characteristics of business. It emphasizes on the layout mode diversification and shopping line agility for functional design. Then by the nature of the project itself, it creates a unique environment of commercial space which sets ecology, culture, recreation into one, forming a geographically representative shopping park.