Research On The Evaluation Of Shopping Center Attraction And It's Impact On Urban Commercial Space

Shopping center,a set of shopping, catering, entertainment and leisure and other functions in one, is the more advanced forms of the development of the retail industry.Since the introduction to China in the 80s of last century,it has been developed rapidly in primaries-and-secondaries cities. Adjust the operation in the process of imitation and running constantly to adapt to China's development mode. As the most development potential of the commercial format, the shopping center has developed into an important part of China's modern service industry. Through the literature review, found that the past research was mainly focused on the site and situation of the shopping center, marketing positioning and attractiveness, etc. The study case mainly concentrated in Beijing,Shanghai,Guangzhou and other large cities, less concerned about the medium-sized cities, and most research was engaged from the building environment of shopping center itself, or the consumer point of view, less research stand in the store's internal business position, to explore the shopping center attractiveness of the business.On the basis of the research results both on local and global levels,this paper selects Wuhu urban area as the research case,analyzes the present situation of commercial and shopping center in Wuhu City, and respectively discusses the specific indexes that affect the attraction of shopping center based on both consumers and business perspective. Construct the evaluation index system and model of the comprehensive attraction of the shopping center which is suitable for the local reality.Then objectively evaluate the typical shopping center attractiveness. According to the Gravitational model and the Breaking Point Theory, determine the location of the demarcation point between the shopping centers, and divide the direct attracting range of the shopping centers. Finally, in-depth study the development the main impact of shopping malls to the commercial space in Wuhu City.The article mainly includes four parts:The first part introduces the research foundation and background, including the introduction and related theoretical framework. Mainly introduces the background of the topic selection,the research significance,the research methods and so on. The research progress both at local and global level is reviewed, the relevant theories and concepts are expounded,which lays the foundation for the later research.The second part is the main body of the research, including the third, fourth and fifth chapters. Selected eight shopping centers in Wuhu urban area as research objects samples, and analyzed the commercial and shopping centers development status quo in Wuhu City. Obtained research data through the satisfaction of consumers and merchants in the shopping centers, use factor analysis to determine the consumer and business awareness of specific indicators and their weight; use latent variable modeling method to verify the attraction evaluation model of shopping center in Wuhu City,and obtained the path coefficient. The actual data into the model,respectively evaluate the the integrated attraction of the eight shopping centers,and its direct range of the division was divided to determine the impacts which of the shopping center area.The third part comprises the sixth chapter, mainly focused on the influence of Wuhu shopping center development on urban commercial space.The fourth part of this thesis is the conclusion, including the seventh chapter,summarizes the conclusion of the article, puts forward the shortcomings of this study,and provides some valuable ideas' for further research in the future.