Research On The Strategy Of Commercial Complex Exterior Space Under The Transformation Of Consumption

With the globalization of economy, the Commercial Real Estate which developed rapidly in recent years has become the hot spot of real estate of China. Merchants are not only in the pursuit of commercial interests, but also pay more and more attention to social values. So the Commercial Complex External Space, as an important part of Commercial Real Estate, has gradually increased and become the representative image of the commercial estate, as well as the main marketing strategy in economic activities.In 2000, the Engel coefficient of China's urban residents broke through 40%, which means China has formally transited into a consumer society. At the same time, idea towards consumption has changed from the traditional whose characters are frugal and popular, to the modern whose characters are enjoying and personality. The consumption pattern has changed from transactional to experiential and also from material consumption to the consumption emphasis both on material and spiritual. Consumer psychology and motivation become more and more complicated; the consumer behaviors become more diversified; the requirements to the exterior space were not concentrated in the traditional transportation, health, etc, but to meet the high-level emotional needs in the spiritual level.The transformation of consumption requirements of the Commercial Complex External Space, reflect on the design premise and the design of space itself. On the part of design premise, combining the cases of Commercial Real estate Development, the thesis analyses Commercial Complex External Space from the perspective of urban design. The thesis claim that design of Commercial Complex External Space must first make macroscopic commercial real estate planning as the protection to the space design; then it needs make the idea of the overall consumer environment, as the guiding principles of space design. On the part of space design, from the perspective of people use and feel to space and learning the experiences and lessons of the Commercial Complex External Space, the thesis analyses that Commercial Complex External Space should not only have place spirit,but also reflects experience consumption under the transformation of consumption.Based on the design demands to the Commercial Complex External Space in the scale of the city, site, use and place, the paper suggests the design strategies which adapt to demands. On the level of the city, it should ensure the reasonable Commercial Planning from location and position, development and layout, traffic organization, sales and propaganda, and management. On the level of the site, it should shape a holistic, integrated consumer environment by overall environment, commercial building, exterior space patterns as well as combination of inside and outside space. On the level of the place, it should determine experience theme from the macro-and micro, and take high-tech, art display, activities and the story lines, and other means to express the theme, at the same time, the theme must be updated according to changes to meet the space experience. On the level of the space use, in the premise of ensuring high-quality public facilities, it must create place spirit through adding to the diversification landscape, introducing a variety of behavioral activities, excavating business culture.