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

Spatial Improvement Strategies Based on Behavior Preference Model A Case Study of the Daning Commercial Complex,Shanghai

随着消费者需求层次不断提升,商业综合体呈现出个性化、主题化、体验式的发展趋势。在复杂环境下的多要素叠合分析中,基于主观经验和价值判断的传统空间行为研究的局限性日益凸显,急需更加细致的空间行为研究与分析工具来辅助设计实践。文章结合传统问卷调研数据与大众点评数据,构建消费者行为偏好的多项Logit模型,在此基础上,提出空间优化建议,并通过CCSIM软件进行多方案优化效果模拟。文章旨在帮助设计师对顾客行为进行解读,理解顾客行为研究从定性描述到定量测度、从后置观测到前置预判的转变。

With the continuous hiking of consumer demand level, commercial complex demonstrates a personalized, thematic, and experiential development trend, The limitations of traditional space behavior research based on subjective experience and valuesare becoming increasingly prominent in multi-element analysis in sophisticated environment, and thus more effective spatial behavior research and analysis tools are in urgent demand to assist the design practice. This paper combines traditional questionnaire survey data and Dianping data, provides spatial optimization suggestions based on Multinomial Logit Model, and compares their effects using CCSIM simulation. The paper aims at helping designers＇ understanding of consumer behavior research changing from qualitative description to quantitative measure and from post observation to predetermined prejudgment.