Research On Spatial Arrangement Strategy Of Shopping Mall Based On The Theory Of Consumer Behavior

Since the birth of shopping mall,its unique architectural type and functional characteristics have required that it should adapt to urban business development and consumer behaviors.With the great improvement of national economy and the change of consumption mode and concept,Chinese consumers have changed their behaviors a lot and put forward new requirements on spatial arrangement of shopping mall.However,the research progress of shopping mall spatial arrangement is obviously lagging behind,which makes the design and development of shopping mall lack guidance in the business form,space organization and space node.Simply copying and imitating existing modes has led to the lack of business vitality in many shopping malls.These problems not only affect the normal consumption behaviors and the enterprise economic benefits,but also affect the overall business vitality of the city.Therefore,this paper takes the consumer behavior theory as theoretical basis,and takes the shopping mall as research object,then takes MYKAL and CapitaMall in Qingdao Xinduxin as practical case to carry out the relevant research.First of all,the basic concepts and categories of consumer behavior are definited,then combined with development background,the characteristics of consumer behavior in the new era are discussed to complement the consumer behavior theoretical system;secondly,sum up the concept,category and characteristics of shopping mall,analyze the main elements of spatial arrangement,and introduce the consumer behavior theory into the shopping mall spatial arrangement research to discusses the interaction relationship;thirdly,through the field survey of MYKAL and CapitaMall,the investigation results of consumer behavior and spatial arrangement were summed up,and the shortcomings of spatial arrangement were concluded after multi angle comparison and analysis;finally,a targeted spatial arrangement strategy which based on consumer behavior theory is developed to provide scientific guidance and help for the optimization of the existing shopping malls spatial arrangement and the design of new shopping malls.In a comprehensive view,the research idea which combines theory with practice makes the theoretical basis of this topic be verified by practice,and makes case analysis be guided by theory;the research idea which contrasts failure cases with successful cases makes the analysis more thorough and the root summary more targeted.On this basis,the strategic suggestions are more scientific and practical,which can guide the positive interaction between the consumer behavior and the spatial arrangement to promote the flourishing development of shopping mall.