Design Strategy Of City Commercial Mall Based On "Anti-mall" Concept

With the era of online shopping and the advent of the consumer economy,so that contemporary society is undergoing a profound change,from the traditional production-oriented society into a consumer society and the increasingly frequent exchange of consumer culture to a diverse,consumer culture is full of content from the culture of the emotional culture of excessive.A single product consumption patterns can not meet the current consumer increasingly diverse and complex consumer demand,resulting in contemporary urban consumption patterns,the consumption process has undergone significant changes.From the commodity economy under the influence of the city commercial shopping center,the original features highlighted in today's disadvantage,so that the physical business "Feel weak","Closed shop tide".As architectural designers,how to effectively use the architectural design means to revitalize the city commercial buildings worth thinking about.Only through breaking the inherent law and abandoning the original rigid design idea,we can find a suitable design strategy for the city commercial shopping center under the contemporary multi-culture and consumer demand through multidimensional inquiry and integration,and carry out the construction with new innovative ideas.Practice has become an inevitable trend.Through the study of sociology and marketing theory,the author summarizes,analyzes and studies the problems in the commercial buildings of the city under the condition of integration of consumer psychology,urban planning and architecture theory.The "Anti-Mall" concept.through the expansion of the "Anti-Mall" concept,contact,in the original Mall architectural design based on the integration of the strategy,refining suitable for contemporary urban commercial shopping center design strategy.The "Multiple-connotation","Diverse-composite" and "Activity-guidance"responses proposed by the "Anti-Mall" are the breakthrough of the architectural form,architectural function and architectural space in the design of urban commercial shopping centers.A wide range of thinking about how to enhance the city commercial shopping center of the attraction,service and comfort.Through the investigation and analysis of the current situation of the city commercial shopping center,we will discuss the consumption psychology,the consumption demand and the process,put forward the problem,explain the viewpoint and summarize the strategy,Hoping to break the original city commercial shopping center of "commercial interests" blindly concern.In addition,the article will take the anti-Mall concept as an entry point,and explore how to integrate with the architecture,function and space of the contemporary urban commercial shopping center by exploring the multiple connotations and diversifying functions and guiding the consumption activities.The paper analyzes the characteristics of commercial shopping center design and draws out the main points of urban commercial shopping center design and draws up the architectural design strategy of contemporary urban commercial shopping center under the influence of electronic commerce and consumer culture under the background of excellent commercial design at home and abroad.Experience in Design Practice and Related Experiences.