消费者行为视角下的商业综合体功能复合效应与机制

Multi-Functional Effects and Mechanism of Commercial Complex from the Perspective of Consumer Behavior

以上海市五角场万达广场为案例,从消费者行为视角探讨了商业综合体功能复合效应的内在规律。研究以消费者对多功能的组合使用作为功能联系的媒介,自下而上地建立复合功能网络;通过社会网络分析方法测度各功能的核心度,建构"核心—边缘"结构;进而按照核心度与计划性将功能划分为主导发动型、活跃辅助型、定向任务型、随机孤立型四类,并对每类功能提出了配置和布局建议。研究特别指出了大型超市作为主力店的意义有被高估的风险,以及在空间布局中提取功能之间的关联规则、将关联功能邻近布置的策略。

With the case of Shanghai Wujiaochang Wanda Plaza, this paper analyzes the multi-functional effect of commercial complex from the perspective of consumer behavior. Multi-functional network is built bottom-up in the way that consumers are viewed as agents delivering connections among functions via combined use of them. Then social network analysis methods are utilized to calculate the core index to represent the position of functions in the network, and construct the core-periphery structure. After this, the paper divides all functions into four categories according to their core conditions and planning proportion, and for each function the strategies of configuration and spatial layout are further discussed. It is specially emphasized that the significance of large supermarket as the anchor store might be overestimated, and it is suggested to extract associated functions and arrange them nearby when making spatial layout.