Research On The Design Strategy Of Community Commercial Complex Space Based On Consumer Behavior

With the rapid development of urbanization in China,the number of residential communities has increased sharply.As an important support for residential communities,the commercial complexes have ushered in an important stage of development.In the "14th FiveYear Plan",the state proposed new ideas for community governance and development: to accelerate the construction of modern service industries,and to promote the development of various communities and businesses.This is the country’s higher standards and requirements for community business planning and construction,so to create a more functional,humanistic and comfortable community business environment is the future development direction.From the perspective of consumer behavior,this paper makes an in-depth study of the community commercial complex in the first and second tier cities,and discusses how to improve the consumer experience through optimizing its space design,so as to improve the community service function of community commerce.The research adopts the methods of literature statistics,questionnaire survey,case analysis,empirical analysis,AHP level analysis,comprehensive evaluation analysis,spatial information theory analysis,etc.,to explore the interaction between consumer behavior and space design elements of community commercial complexes,and propose an effective evaluation system and strategic suggestions to improve their space quality.First of all,in the theoretical research stage,it should be the clearly defined for the concept definition,the development and research progress of community commercial complex.Then,combined with the theory of consumer behavior and the analysis of 871 questionnaires,the relationship among consumer behavior,experience and space design is discussed.Investigate which design elements influence the consumer experience and thus consumer behavior.Through literature review,analysis of recent research results,and comprehensive questionnaire analysis,the key evaluation elements of community commercial complex space design is formed and which is based on consumer behavior.Secondly,in the case analysis stage,combining with key evaluation elements,comprehensive analysis of two typical domestic community commercial complex cases,from the perspective of the case,analyzes the relationship between its consumer portraits and various space designs,and summarizes the three major space designs and consumer behaviors of the relationship between subjective and objective evaluation factors,using the analytic hierarchy process(AHP)to get the weight coefficient of the evaluation system,then form the community commercial complex space design evaluation system.In the stage of empirical case analysis,the evaluation system model is applied to practical cases,and the fuzzy comprehensive analysis method is adopted to score and evaluate the cases,and the comprehensive comparison of the evaluation system model is carried out for in-depth analysis of the case,analyzing the advantages and disadvantages of spatial design and improvement for strategy recommendations.Finally,in the conclusion stage,the design principles and strategic points for the spatial design of community commercial complex are systematically proposed based on the above evaluation system,case studies,strategy analysis and experience summary.The study found that there is a close relationship between the space design of community commercial complexes and consumer behavior.From the perspective of consumer behavior,this research hopes to refine and improve the evaluation system and design strategy of community commercial complex space design through relevant theoretical methods and case studies.It is hoped that the space design quality and consumer experience of community commercial complexes can be improved.