论文部分内容阅读
在城市历史中心建设一个新的大型购物中心往往引起激烈的争论。批评者抨击这一庞然大物会与周边商业地段分离。然而,基于以往经验的研究调查显示,这种一刀切的看法未免太过片面和武断。事实上,新建大型购物中心与城市历史中心的联系程度因具体的条件而各不相同,所以并不能一概而论。对于地方的小商小贩来说,他们面临的最大挑战是其自身不科学的、无组织无计划的经营模式。而大型购物中心往往由职业经理人管理和运作,这些专业人士能够依托于一个大型公司甚至是跨国财团的力量,使他们的想法得到切实执行。因此,大型购物中心就能够优化资源配置,实现其单位经营面积的利润产出最大化。当我们考察大型购物中心的顾客光顾周边商店的份额,以及那些小店铺的顾客拜访大型商业综合体的比率,不难发现,在对城市中心的每一次拜访中,顾客进入的商店总数无疑是有限的。对于顾客的调查显示,在大多数情况下,40%～60%的被访问者都会光顾上述的两种商业形态;而当大型购物中心距离城市中心较远的时候,这一比率明显降低。在周六,小商小贩与购物中心的共同顾客所占的比率通常会比平日要高,因为周末通常会有更多的外地顾客和更大规模的商业促销活动。如果城市中心更具魅力,则它通常会从商业寡头那里吸引过来更多的顾客;而大型购物中心如果看起来更加诱人的话,城市中心区则会相应失去一定数量的来访者。许多大型购物中心的管理者都知道,他们的顾客光顾其他店铺的几率会有助于扩大其商业影响范围。尽管这样,大型购物中心额外的收益在大多数情况下不会超过本地零售商贩的损失额,但专业人士和地方政客仍旧认为综合大型购物中心是地方零售业现代化的重要组成部分。在某些情况下,商业航母的出现会导致本地零售商贩的减少,但同时也会大大激发城市中心的商业更新。
Building a new shopping mall in the historic center of the city often rages on. Critics blame the monster for separation from the surrounding commercial area. However, a survey based on past experience shows that this one-size-fits-all view is far too arbitrary and arbitrary. In fact, the extent to which new shopping malls and urban historical centers are linked varies depending on the specific conditions and can not be generalized. For local small-scale hawkers, the biggest challenge they face is their own unscientific, unorganized and unplanned business model. Shopping malls are often managed and run by professional managers who can rely on the power of a large company or even multinational consortium to put their ideas into practice. As a result, shopping malls can optimize their resource allocation to maximize the profitability of their area of operation. When we look at the percentage of shoppers visiting the mall and the percentage of those shops visiting the large commercial complex, it is easy to see that the total number of stores the customer enters is limited in every visit to the city center of. A survey of customers shows that in most cases, 40% to 60% of the respondents will patronize the two business types mentioned above, and this ratio is significantly lower when shopping malls are farther away from city centers. On Saturdays, co-hairstylists and shopping malls typically have a higher share of co-customers than usual because weekends usually have more foreign customers and larger commercial promotions. If the center of the city is more attractive, it usually attracts more customers from the oligarchs, while larger shopping centers may seem more attractive if they lose a certain percentage of their visitors in the downtown area. Many large mall managers know that the odds that their customers patronize other stores can help expand their business reach. In spite of this, the extra revenue from shopping malls will in most cases not exceed the loss from local retailers, but professionals and local politicians still regard the malls as an important part of the modernization of the local retail industry. In some cases, the advent of commercial aircraft carriers will lead to a reduction in the number of local retailers, but it will also greatly stimulate commercial renewal in urban centers.