基于行为分析的购物中心空间关系优化研究

Research on Optimization of Shopping Center Spatial Relationship Based on Behavior Analysis

摘要: 本文从购物中心消费者与运营者视角出发，旨在提升消费者移动过程中的关联购买行为，建立了以消费者的移动距离最大为目标的购物中心功能空间优化模型，为运营者进行购物中心空间布局规划提供了定量分析方法。模型基于文献梳理将消费者类型划分为主导发动型、活跃辅助型、定项任务型、随机孤立型四类；利用活动分析法建立消费者主导发动型关联购买的关系网络，以反映消费者行为特征；再利用空间句法建立购物中心各商铺的空间关系网络，以反映购物中心内各空间的距离与可达性；通过遗传算法，以消费者空间移动距离最大为优化目标，结合行为与空间关系网络，优化购物中心的商铺空间落位；最后利用案例分析对建立的模型进行验证。

Abstract: In this paper, from the perspective of shopping center consumers and operators, in order to improve consumers’ related purchase behavior in the process of moving, an optimization model of shopping center functional space with the goal of maximizing consumers’ moving distance is established, which provides a quantitative analysis method for operators to plan the spatial layout of shopping centers. Based on literature review, the model divides consumer types into four categories: leading type, active auxiliary type, fixed task type and random isolated type. Using activity analysis method to establish the relationship network of consumerled initiated related purchase to reflect the characteristics of consumer behavior. Then, the spatial relationship net-work of shops in the shopping center is established by using spatial syntax to reflect the distance and accessibility of each space in the shopping center. Through genetic algorithm, taking the maximum distance of consumers’ spatial movement as the optimization goal, and combining the behavior and spatial relationship network, the space position of shops in shopping centers is optimized. Finally, a case study is used to verify the established model.