Research On The Design Of Professional Retail Space In Commercial Complex Under The Background Of Electronic Commerce

With the vigorous development of online shopping,e-commerce has caused a certain impact on the traditional retail in terms of price,business mode and consumption mode.Online shopping is convenient and fast,and the transaction cost is low.Commercial complex is a collection of buildings integrating retail,entertainment,catering,etc.Under the impact of e-commerce,its internal professional retail stores show a phenomenon of weak core competitiveness and serious homogenization.The professional retail space of commercial complex urgently needs to be transformed and upgraded.Although domestic research on commercial complex space has made some progress,most of them stay in the public space of commercial complex,and the professional retail interior space of commercial complex is relatively lacking.Based on this background,the research takes the contradiction between e-commerce and physical space as the research object,and aims to explore the transformation and upgrading of specialized retail space of commercial complex.By using literature research method,field investigation method and questionnaire survey method,the research deeply analyzes the current situation of specialized retail space of commercial complex and the influencing factors of consumer behavior under the background of e-commerce.At the level of architectural space design,the transformation and upgrading solutions are proposed.It is hoped to provide new ideas and theoretical reference for the design of professional retail space in contemporary commercial complex.Firstly,the first chapter makes a multi-directional interpretation of national policies,expounds the research background,summarizes the research overview of retail space of commercial complex under the background of electronic commerce,systematically reviews the research status at home and abroad,discusses the research purpose and significance,research objects and related research contents,and determines the research methods and research framework.The second chapter defines the relevant concepts,expounds the spatial characteristics and development course of electronic commerce,and explains the theoretical basis needed in the research.The third chapter conducts field investigation and analysis on 15 commercial complexes,and selects 5 key samples as research objects.The present situation of functional organization,traffic flow line and space environment of specialized retail shops in commercial complex are summarized.Chapter four analyzes the advantages and disadvantages of online retail and traditional retail,as well as the impact of e-commerce on the retail space of traditional commercial complexes,and summarizes the new behaviors of consumers in the context of e-commerce,namely,paying attention to technology purchase,pursuing individual consumption,advocating consumption experience,and paying attention to social experience.The demand of digital,experiential and humanized professional retail space under the background of electronic commerce is obtained.Based on the above analysis,the fifth chapter puts forward the design principles of professional retail space of commercial complex,and puts forward the flexible activation of transaction space,the scene of display space,the experience of leisure space,and the cloud of storage space from the perspective of functional organization.In the traffic flow line,it proposes dynamic handling of horizontal traffic,multi-angle integration of vertical traffic.In the aspect of space environmentit is p roposed to soften space scale,utilize natural elements,introduce cultural symbols,combi ne space technology and pay attention to node scenes.The sixth chapter takes Harmay prof essional collection Store of Xi ’an original Force Field commercial complex as an example to analyze and verify the internal space design methods,hoping to provide support for the r etail space design methods.