The Research On The Commercial Service Space In University Campus-from The Perspective Of College Students' Consumption

Since the end of the twentieth century, China's higher education has rapidly developed. With continued expansion of enrollment, many universities began to expand their scale of construction after failed to meet the growing needs of a large number of students, which attracted wide attention of the society. With the gradual socialization of university logistics services, more and more commercial spaces, such as dining space, retail space, entertainment space and service space, are stepping into campus to improve the quality of daily life of teachers and students. The commercial space in university has become more and more important in campus planning.This thesis intents to research on commercial space in university campus, with a focus on universities in Tianjin in particular. Solidly grounded on empirical evidence and extensive reviews of prior theoretical studies on commercial space, both domestically and overseas, this research begins by analyzing the spending habits of university students while referencing the public service infrastructure of residential areas. In this paper, the author systematically analyzes the type, classification, layout, and spatial form of commercial space on university campus, and proposes a new design for allocating such commercial space. In addition, this paper investigates the commercial space of three universities in Tianjin and offers analysis and recommendations on their present state. This paper aims to provide reference for the planning and design of commercial space on university campus in the future.The thesis consists of six chapters. The first chapter is Introduction, including research background, purpose, significance, and theoretical review on which the research methods, content and the whole frame are built. The second chapter is an overview of some related content, including the concept of university's commercial space, as well as formation, development, classifications and phases. The third chapter is a research on students' consumption, including consumers' psychology, behaviors and consumption structure. Through the survey of four categories of consumers' decision-making, i.e. students' consumption on dining, retail, entertainment and service, the author sums up the behavioral pattern in the process. The fourth chapter, with reference to the construction of public service facilities in community, starts with students' propensity to consume from the perspective of convenience, and gradually defines the type, classification, layout and spatial form of commercial space in university, forming a new concept on the facilities construction of the commercial space in university. The fifth chapter chooses three representative universities in Tianjin to carry on the real-state research on their commercial space, makes detailed analysis respectively from three aspects, i.e. the features of commercial space on campus, the features of commercial space in surrounded areas and students' satisfaction, reveals the existing problems and makes related suggestions. The sixth chapter is a summary of the whole paper, proposing the deficiencies and prospects of the thesis.