O2O模式下城市餐饮空间布局特征及规划启示——以深圳市中心城区餐饮空间为例

Urban Catering Spatial Layout Characteristics under the O2O E-commerce Model and Enlightenment for Planning:A Case Study based on Catering Spaces in Downtown Areas of Shenzhen

到家型O2O与到店型O2O两种不同的本地网络交易模式正在对商业空间产生不同的影响。基于互联网开放数据,对比分析深圳市中心城区范围内到家型O2O店铺与到店型O2O店铺的布局特征,从消费者与商家的角度分析其空间布局差异的内因。实证结果表明,在城市尺度上,到家型店铺在商业中心集聚的基础上呈现向周边区域扩散的格局,并且在这些区域有再集聚的趋势,而到店型店铺基本延续实体店铺集聚的空间格局;在微观尺度上,到家型店铺有向地块内部渗透的趋势,其临街性低于到店型店铺。进一步提出解释,在互联网的作用下,消费者网络消费的不同选择导致了不同于传统意义上的店铺类型,其空间分布上存在差异,而店铺空间形式的改变以及配送团队的出现,使得商家在店铺区位选择上更加灵活多样,形成了餐饮商业空间向地块内部扩散的趋势,市场的适应性选择使店铺在扩散的区域产生再聚集的可能。最后,提出商业网点的规划应关注到商业中心边缘区域的再开发以及转变传统商业设施的分类方式及布局思路,并指出非市场性公共服务设施的发展趋势。

The Internet has penetrated into all people’s life and the local O2 O(Online to Offline)has entered people’s daily life.According to the different business scenarios,local O2 O includes home-based O2 O and shop-based O2 O.Interestingly,home-based O2 O and shop-based O2 O have a different impact on the commercial space.Based on the open data,a comparative study on the layout characteristics of both home-based O2 O stores and shop-based O2 O stores in the downtown area of Shenzhen was carried out in this work.Moreover,the internal causes of the difference in the spatial layout were systematically analyzed from the perspective of consumers and merchants.From the extracted results,it was demonstrated that the various differences in the spatial layout of the home-based O2 O stores and shop-based O2 O stores are mainly manifested as follows:on the urban scale,both types are concentrated in the business centers.However,homebased O2 O stores are scattered around business centers and concentrated again in marginal areas of the business centers.On the microscopic scale,home-based O2 O stores prefer street facing less than the shop-based O2 O stores and they penetrate more into the center of hinterland.According to the further analysis of the business types of the home-based O2 O stores and shop-based O2 O stores,home-based O2 O stores are mainly employed for commercial activities with a high degree of convenience,such as fast food,milk tea,deserts,etc.Differently,shop-based O2 O stores are mainly suitable for commercial activities with high experiences,such as Guangdong cuisine,hot pot,etc.The underlying reasons for these effects are analyzed as follows.From the perspective of consumers,most catering shops have two discrete network marketing modes of group buying and take-out.As far as street-facing shops with geological advantages are concerned,consumers prefer group buying and these shops are evolved into shop-based O2 O stores gradually.For some shops,which have poor accessibility in the study area,consumers prefer online take-out and they are gradually evolved into home-based O2 O stores.Hence,different choices of consumers brought shop types on the Internet platform,which are different from the traditional ones,resulting in different spatial layouts.From the perspective of merchants,owners of shops with relatively high experience demands,pay more attention to the construction of the dining space in shops.On the other hand,owners of shops with high convenience demands pay more attention to online management,but pay fewer attention to the dining space in shops and they even don’t need dining spaces.As a result,only a delivery group to deliver products to consumers’homes is required.Hence,different types of shops have different demands for building spaces and the Internet platform offset losses caused by the differences in the spatial layout.As a result,merchants have more flexible and diversified options of shops rather than the limiting within the street-facing areas.Based on the data analysis and mechanism analysis,enlightenments on planning in two aspects and trend judgment were proposed.Firstly,attention shall be paid to the redevelopment of marginal areas of the business center in the business diffusion pattern.It was suggested to cooperate with E-commerce to build local O2 O"business factories"and improve the urban spatial quality.Secondly,the properties of the service points can be classified by changing the classification modes and layout of the traditional public service facilities with consideration of the spatial heterogeneity of the business facilities.For example,the existence of geological positions optional for commercial service facilities have become diversified and flexible by configuring road accessibility of the shop-based O2 O stores and time accessibility of the home-based O2 O stores.Meanwhile,the planning level of business facilities can be more refined to adapt to the fragmentation trend of convenient facilities for people.Finally,the"home-based"trend of nonmarketization public service facilities was evaluated.Since service facility buildings might be more simplified and forms like"service station"might be developed,the scale of the public service facilities might be smaller,but the service radius might be larger.Public service facilities are also easier to be provided in blocks with poor accessibility.Besides,public service facilities can be combined with traditional ones during hierarchical planning to form a network system with"one center and multiple nodes".The proposed model can provide people get high-efficiency medical,education and other services conveniently in cities.