Research On The Development Of Urban Characteristic Commercial Streets From The Perspective Of Cultural IP Image Perception

The development of characteristic commercial streets will help drive urban economic development,and the social effects,economic effects,tourism effects and cultural dissemination effects it brings are obvious to all.The core of the current construction of urban characteristic commercial streets is cultural connotation,namely cultural IP（Intellectual Property）.The image of commercial streets as a tourist destination is coordinated and unified around cultural IP.With the popularization and maturity of the source market,tourists’ preferences are particularly important in how to enhance the competitiveness of commercial streets.Exploring and establishing an information system for tourists’ perception of characteristic commercial streets can purposefully strengthen the factors that make tourists perceive positively in the cultural IP image of commercial streets,and weaken the negative perception factors,optimize the cultural IP image,strengthen the competitiveness of commercial streets,and promote the sustainable development of characteristic commercial streets.Nowadays,the rapid development of Internet technology has changed the way of consumption.The content of comments related to commercial streets in the network platform affects the comprehensive perception of tourists and becomes a powerful tool for optimizing travel and consumption decisions.Therefore,the data of the network platform is used in this thesis to construct the cornerstone of the tourists’ perceptual information framework.This research studies the development of urban characteristic commercial streets from the perspective of cultural IP image perception.When analyzing the development of commercial streets by using the theory of spatial economics and commercial agglomeration,it is self-evident that consumers（tourists）play an important role in this process.The flow of tourists directly affects the economic benefits and development of the characteristic commercial street,and also indicates the quality of the IP of the commercial street.Therefore,the theory of tourist perception is chosen as the theoretical basis to concretize the cultural IP of the commercial street.Based on this,this study uses computer technology and statistical methods to analyze the content of tourists’ textual evaluations on the network platform and present tourists’ perceptions of commercial street cultural IP in an intuitive way.As a practical case,Hefei Lei Street is used to present the construction process of the cultural IP image analysis system perceived by tourists.This thesis uses data mining,semantic network analysis and other methods to analyze the cultural IP image,and analyzes the root causes of tourists’ perception of the street from the overall positioning,planning and design,business format,landscape design,folk activities and operation mode.Finally,on the basis of the relevant theories and case analysis of the street,this study gives reasonable suggestions on the construction strategy of the cultural IP image of the newly developed urban characteristic commercial streets in terms of the positioning,business structure,cultural connotation and operation mechanism of the commercial street.