Study&Practices On The Organization Of Customer Circulations Of Shopping Malls In City’s Hardcore

With the rapid development of economy and fast-proposed urbanization process inChina during the past three decades, people’s changing ideas and consumption conceptshave brought influence and even impact on commercial buildings. Shopping malls incity’s hardcore are becoming the main power to lead the commercial development ofthe city for its very convenient traffic condition, geographic advantages and highlycomplex commercial functions.Customer circulations compose the lifeline of shopping malls, thus it is importantto organize them properly in order to keep the operation well. Based on generalconcepts, the thesis takes the shopping malls in the city’s hardcore as the objective ofstudy and defines specific research directions. It analyzes people’s shopping behaviorsand psychology, as well as sets forth the concept of customer circulations and itssignificance in shopping mall design. The key idea of the thesis includes two parts, oneis exterior circulations, and the other is interior circulations. Through site surveys andresearch on practical projects, the thesis analyzes and sums up problems in theorganization of customer circulations in recent shopping malls. The thesis also discussesthe organization of exterior and interior customer circulations from multiple aspects byintroducing numbers of shopping malls and design projects the author participatedbefore as examples, as well as summarizes design principles and ideas on successfulorganization of customer circulations by analyzing horizontal, vertical and atriumcirculations and other design factors that influent design principles of interiorcustomers’ circulations.In the last part of the thesis, the author analyses the organization of customercirculations of Jinan Harmony Plaza Project in hopes of providing beneficial ideas andenlightenment for practical planning design of shopping malls.