基于消费者行为的商业空间绩效评价体系建构

CONSTRUCTION OF ASSESSMENT SYSTEM ON COMMERCIAL SPACE PERFORMANCE BASED ON CONSUMER BEHAVIOR

商业空间绩效需要科学的评价体系,而既有研究对消费者行为的关注不足。在分析商业空间各方利益的基础上,从4个维度构建了消费者行为视角下的评价体系:个体行为链指标评价了总体活力与效率;空间分区指标评价了各局部空间自身的活力与效率;到访特定空间的特定消费者的行为链指标评价了各局部空间对于整体活力的贡献;结构性指标评价了商业空间各组成要素的相关关系,包括空间流动性、均好性,以及功能网络的带动效应。利用该体系,研究对上海市五角场万达广场开展评价,认为其总体情况较理想,但是也存在若干问题,包括垂直空间结构较封闭、部分空间利用不充分、日用品功能的面积偏高、活动分布不均衡等,并提出了相应的空间优化建议。

A scientific assessment system is needed for commercial space performance,while too limited attention was paid to consumer behavior in existing studies.This paper analyzes the interests of different parties relating to commercial space,and constructs a consumer-behavior-based assessment system from 4 dimensions.Firstly,the indices of individual activity chains assess the overall vibrancy and efficiency of the whole space.Secondly,the indices of spatial zones focus on vibrancy and efficiency of each local space,which is limited in itself.The third kind of indices are concerning individual activity chains of specific consumers who visit certain local space,which assess the contributions that local space makes to the whole space.Finally,the structural indices assess the relationship between different components,including flowability and equality among spaces,and mutual support in the network of multiple functions.The advised assessment system is utilized in the empirical study of Shanghai WJC Wanda Square.The results suggest that its spatial performance is satisfactory in general,but some problems exist,including isolation in vertical space system,underutilization of some local spaces,excessive area of business of daily supplies,imbalanced spatial distribution of activities,and so on.Corresponding measures for spatial improvement are suggested.