Strategy Research On Shopping Mall Design Based On External People Flow Guidance

In recent years, commercial real estate industry is in full swing in our country. As we all know, the nature of the commercial real estate is to obtain commercial value, and the practices to obtain commercial value are always carried out around its main body--- "people". Therefore, the key factor influencing the value of a commercial building is the traffic- leading organization system, which macroscopically can be divided into external people flow guidance and internal people flow guidance.As the first step of the people flow guidance system, the external flow guidance system focused on the path and process of the people stream moving from the urban open space to the interior space of a commercial building. It means: ①How to draw the crowds to the target building(purposeful guidance of the people stream). ② How to invite the people stream near the target building into the building interior with reasonable design means(leading in guidance of the people stream).According to different guidance carrier, the external people flow guidance methods fell into two categories: the hard method and the soft method. The hard guidance of the people flow referred to the direct guidance by the various elements linking to the external transport system outside the commercial building; the soft guidance of the people stream referred to the method to attract people through the business strategy or the architectural space construction. Taking the design strategy based on the external people flow guidance of shopping malls as the research object, based on the behavior and psychological analysis on the moving, staying and shopping of the people flow, this thesis has summarized the architectural elements, the method, principles and strategies of the design of shopping malls in view of the external flow guidance.This thesis consisted of four chapters. Chapter one is introduction, including the background, source, purpose, significance and the contents of the research, as well as the related research status at home and abroad on this subject. This chapter established the methodology of the thesis research and built the frame structure of the thesis. Chapter Two is the theoretical basis of this thesis. It introduced the classification and characteristics of the commercial people flow, the basic content, the constituent elements and the method categories of the commercial building external people flow guidance system. The flow of people and the psychological behavior related to the external people flow guidance were also analyzed. Chapter Three is the main body of the thesis. It made comprehensive research and analysis on the basic design strategy and its optimization based on the external people flow of shopping malls. In this chapter, basic design strategy involved the research and analysis on the elements and space of the architectural, as well as the design methods, etc, in the angle of the two people flow guidance methods: the hard guidance method and the soft guidance method. Chapter Four is practical projects. To further discuss the theme of this thesis, to combine the foregoing theories, this chapter made analysis and evaluations on the project cases the author has participated in——Wu Jiang International Commercial Plaza.Hoping to play a guiding role and help to optimize design method in the practical design work of the shopping mall projects, and even of the other commercial architectures, from the perspective of external people flow guidance, this thesis has summarized and listed series of design strategies which conformed to the principle of people flow guidance.