购物中心设计方法初探
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摘要
购物中心随着我国的城市化进程,经济的发展和居民消费能力的增强近年来在城市中大量建设,购物中心集多种商业业态为一体,满足居民“一站式”消费要求,为方便居民生活和繁荣城市经济作出很大贡献。
但是,并不是所有的购物中心建成后都能成功经营,产生良好的经济效益。有很多地段位置不错,设计也较合理的购物中心并没能获得商家垂青,成功经营。商业建筑不同于一般的销售性住宅建筑,住宅建筑如果出现市场定位不准等原因影响销售,可以通过价格杠杆和销售策略调整来进行应对。而衡量商业建筑成功的唯一标准就是商家能否在其中成功经营,商业建筑一旦经营失败,成为“死铺”,那是任何价格手段和营销策略都难以挽回的结果。
所以,购物中心的设计绝不仅仅是单纯的商业建筑设计,它涉及到对整个购物中心的准确商业定位,商业业态的合理规划布局,满足商业经营的具体技术要求等,而这些都要求设计者与其它商业工作部门紧密配合,共同完成,而不是简单的先定位设计建造,再招商这种静态的过程。购物中心设计从一开始就要以商家的经营技术要求作为基础进行产品设计,只有项目经营的非常好,又充分发掘了其独特的文化和商业价值,才是一个成功的设计。
本文对购物中心的规划设计过程进行研究,从前期商业概念设计到方案设计,再到施工图设计及现场技术服务进行梳理,详细阐述了“订单式”购物中心的设计理念及设计过程,说明购物中心的开发设计过程是一个先根据商业经营要求进行量身定做设计,再进行建造的过程,设计自始自终都围绕着商家要求进行设计,并对设计过程中的设计原则和节点控制等进行研究,阐述设计过程中怎样进行有效控制和管理。
笔者通过对国内外购物中心的设计研究和自身在购物中心设计建造过程中的设计管理实践总结一些心得和体会,希望能为从事购物中心设计的工作者提供一些参考。
The shopping center turns progress along with the city of the our country, the development of the economy and residents consumes the to build up of[with] ability in recent years a great deal of construction in the city, the shopping center gathers various business industry as integral whole, satisfy "one-stop" consumption of residents a request, is convenient residents to live and prosper the city economy to make to lift a hand to contribute very greatly.
But, ising not all shopping centers to set up empresses can succeed to conduct, producing a good economic performance.There are quite good a lot of district positions, design also with reasonable of the shopping center canned acquire company's house to concern, succeeding to conduct.The business building differs from the general sale residence building, if the residence building appears the market fixed position to prohibit etc. the reason influence sale, can pass the price lever and sale strategy adjustment to carry on reply.But measure unique standard of[with] the business building success be company's house and can succeed to conduct therein, the business building once the management fail become"die spread", those is the result that any price means and the marketing strategies are all hard to save.
So, the programming of the shopping centers' design is the pure business building programming design in no case and only, it involve to to the reasonable business fixed position of the whole shopping center, the reasonable programming of the business industry layout, satisfy a concrete technique request of this kind of business management etc., but these all request to design and other professional close matches, common completion, not simple of position the design construction first, then canvass business this kind of in brief static process.The shopping center programming the design will be request with the management technique of company's house from the first Be a foundation to carry on the product design, only the item conduct of very good, and then discover its special culture and business value well, just is a success of design.
This text to the programming of the shopping center design process to carry on a research, formerly expect the business fixed position concept to design to the project a design, go to again construction diagram design and the spot the technique service carry on comb, in detail elaborate the design principle of the order type" shopping centers and design process, explain the development of the shopping centers a design process is a position first canvass business, design again construct process, design from the jump from eventually all surround company's house request carry on a design, and carry on a research towards designing the design management in the process and node control etc.,elaborate the design process in how to carry on valid control and management.
The writer passes the design of the design research and oneself at shopping center to the domestic and international shopping center to construct the design management fulfillment in the process to talk some insights with realize, hope for be engaged in the shopping center design of the worker provide some references.
但是,并不是所有的购物中心建成后都能成功经营,产生良好的经济效益。有很多地段位置不错,设计也较合理的购物中心并没能获得商家垂青,成功经营。商业建筑不同于一般的销售性住宅建筑,住宅建筑如果出现市场定位不准等原因影响销售,可以通过价格杠杆和销售策略调整来进行应对。而衡量商业建筑成功的唯一标准就是商家能否在其中成功经营,商业建筑一旦经营失败,成为“死铺”,那是任何价格手段和营销策略都难以挽回的结果。
所以,购物中心的设计绝不仅仅是单纯的商业建筑设计,它涉及到对整个购物中心的准确商业定位,商业业态的合理规划布局,满足商业经营的具体技术要求等,而这些都要求设计者与其它商业工作部门紧密配合,共同完成,而不是简单的先定位设计建造,再招商这种静态的过程。购物中心设计从一开始就要以商家的经营技术要求作为基础进行产品设计,只有项目经营的非常好,又充分发掘了其独特的文化和商业价值,才是一个成功的设计。
本文对购物中心的规划设计过程进行研究,从前期商业概念设计到方案设计,再到施工图设计及现场技术服务进行梳理,详细阐述了“订单式”购物中心的设计理念及设计过程,说明购物中心的开发设计过程是一个先根据商业经营要求进行量身定做设计,再进行建造的过程,设计自始自终都围绕着商家要求进行设计,并对设计过程中的设计原则和节点控制等进行研究,阐述设计过程中怎样进行有效控制和管理。
笔者通过对国内外购物中心的设计研究和自身在购物中心设计建造过程中的设计管理实践总结一些心得和体会,希望能为从事购物中心设计的工作者提供一些参考。
The shopping center turns progress along with the city of the our country, the development of the economy and residents consumes the to build up of[with] ability in recent years a great deal of construction in the city, the shopping center gathers various business industry as integral whole, satisfy "one-stop" consumption of residents a request, is convenient residents to live and prosper the city economy to make to lift a hand to contribute very greatly.
But, ising not all shopping centers to set up empresses can succeed to conduct, producing a good economic performance.There are quite good a lot of district positions, design also with reasonable of the shopping center canned acquire company's house to concern, succeeding to conduct.The business building differs from the general sale residence building, if the residence building appears the market fixed position to prohibit etc. the reason influence sale, can pass the price lever and sale strategy adjustment to carry on reply.But measure unique standard of[with] the business building success be company's house and can succeed to conduct therein, the business building once the management fail become"die spread", those is the result that any price means and the marketing strategies are all hard to save.
So, the programming of the shopping centers' design is the pure business building programming design in no case and only, it involve to to the reasonable business fixed position of the whole shopping center, the reasonable programming of the business industry layout, satisfy a concrete technique request of this kind of business management etc., but these all request to design and other professional close matches, common completion, not simple of position the design construction first, then canvass business this kind of in brief static process.The shopping center programming the design will be request with the management technique of company's house from the first Be a foundation to carry on the product design, only the item conduct of very good, and then discover its special culture and business value well, just is a success of design.
This text to the programming of the shopping center design process to carry on a research, formerly expect the business fixed position concept to design to the project a design, go to again construction diagram design and the spot the technique service carry on comb, in detail elaborate the design principle of the order type" shopping centers and design process, explain the development of the shopping centers a design process is a position first canvass business, design again construct process, design from the jump from eventually all surround company's house request carry on a design, and carry on a research towards designing the design management in the process and node control etc.,elaborate the design process in how to carry on valid control and management.
The writer passes the design of the design research and oneself at shopping center to the domestic and international shopping center to construct the design management fulfillment in the process to talk some insights with realize, hope for be engaged in the shopping center design of the worker provide some references.
引文
「1」 王晓、闫春林：《现代商业建筑设计》,中国建筑工业出版社,2005年。
「2」 顾馥保：《商业建筑设计》,中国建筑工业出版社,2005年。
「3」 曾坚、陈岚、陈志宏：《现代商业建筑的规划与设计》天津大学出版社,2002年。
「4」 庄唯敏：《建筑策划导论》,中国水利水电出版社,2000年。
「5」 谷口汎邦：《商业设施》,黎雪梅译,中国建筑工业出版社,2002年。
「6」 刘念雄：《购物中心开发设计与管理》,中国建筑工业出版社,2001年。
「7」 吴怀东：《购物中心的规划与管理》,广东经济出版社,2006年。
「8」 《购物中心规划设计准则》,万达商业规划研究院,2008年。
「9」 张锦：《成都万达广场交通评估》,西南交大建筑勘察设计院,2007年。
「10」陈建明：《商业房地产投资融资指南》,机械工业出版社。
「11」李飞：《零售革命》,经济管理出版社。
「12」曹静：连锁店开发与设计,立信会计出版社,2002年。
「13」国标《零售业态分类》(GB/T18106-2004)。
「14」许家珍：《商店建筑设计》,中国建筑工业出版社,1993年。
「15」万达商业规划研究院：《万达广场设计标准》,2008年。
「2」 顾馥保：《商业建筑设计》,中国建筑工业出版社,2005年。
「3」 曾坚、陈岚、陈志宏：《现代商业建筑的规划与设计》天津大学出版社,2002年。
「4」 庄唯敏：《建筑策划导论》,中国水利水电出版社,2000年。
「5」 谷口汎邦：《商业设施》,黎雪梅译,中国建筑工业出版社,2002年。
「6」 刘念雄：《购物中心开发设计与管理》,中国建筑工业出版社,2001年。
「7」 吴怀东：《购物中心的规划与管理》,广东经济出版社,2006年。
「8」 《购物中心规划设计准则》,万达商业规划研究院,2008年。
「9」 张锦：《成都万达广场交通评估》,西南交大建筑勘察设计院,2007年。
「10」陈建明：《商业房地产投资融资指南》,机械工业出版社。
「11」李飞：《零售革命》,经济管理出版社。
「12」曹静：连锁店开发与设计,立信会计出版社,2002年。
「13」国标《零售业态分类》(GB/T18106-2004)。
「14」许家珍：《商店建筑设计》,中国建筑工业出版社,1993年。
「15」万达商业规划研究院：《万达广场设计标准》,2008年。