Study On Micro-location Satisfaction Evaluation Of Xi’an Urban Shopping Center

In recent years,along with the residents’ income level increased,people are not satisfied with the pursuit of material life level of ascension,more started to pay attention to the common material life and spiritual life level,people begin to pay more attention to daily leisure life,and the shopping center can provide diversified recreational space for the people,therefore,the development of shopping center is particularly important,and the shopping centre layout and site selection is one of the important link,is the premise of a good shopping center development.Based on the perspective of micro-location,this paper studies the micro-location characteristics and satisfaction evaluation of urban shopping centers in Xi ’an after fully sorting out the definition,classification and development status of shopping centers based on the central place theory,business district theory and consumer behavior theory.Specific research contents include:(1)By sorting out the current development and characteristics of urban commerce in Xi ’an and using the spatial analysis function of Arc GIS software,the overall spatial distribution status and characteristics of urban shopping centers in the Third Ring Road of Xi ’an are analyzed.It is found that the spatial distribution characteristics of urban shopping centers in Xi ’an are "concentrated in the city,scattered in the periphery,dense in the south of the city and sparse in the east of the city".And the relationship between it and public transportation,road,business district and urban space structure is analyzed.(2)Based on the grounded theory and related research results of micro location,this paper constructs the micro location satisfaction evaluation index system of Xi ’an urban shopping center with the analytic hierarchy process.(3)Combined with the index system,this paper makes an empirical analysis of the micro-location characteristics of 12 shopping centers in Xi ’an from four aspects of accessibility,visibility,agglomeration and internal characteristics.It concludes that there are four kinds of location relationships between shopping centers,subway stations and bus stations in Xi ’an.There are also four position relationships with urban roads,and most of them are located on both sides of urban main roads.The building facades are mostly made of large areas of glass and stone.In addition,there are 4 types of horizontal traffic flow lines in shopping centers,and 2types of vertical traffic flow lines in shopping centers.In addition,the complex degree of business forms in shopping centers is mostly high.(4)According to the factors in the index system,a questionnaire is designed to allow consumers to evaluate and score the microlocation satisfaction of shopping centers in Xi ’an from four aspects: accessibility,visibility,agglomeration and internal characteristics.Through the analysis of the results of the questionnaire survey,it is found that the gender composition of consumers is relatively balanced,with the majority of young people,the majority of students,and the income composition is generally low.Shopping centers with higher accessibility satisfaction score have public transit stations around them,and shopping centers with rail transit stations directly connected to the mall’s entrance and exit score higher.The shopping centers with high degree of visibility satisfaction are mostly located in the far corner,and the facade is mostly made of transparent and reflective materials.In addition to residential land and commercial facility land,there are more educational and scientific research land and park land around shopping centers.In the shopping centers with high satisfaction of internal characteristics,the horizontal traffic circulation organization mode is mostly single-loop,while the vertical traffic circulation organization mode is parallel,and the distribution of internal formats meets the "one-stop" consumption demand.(5)According to the micro-location characteristics of shopping centers with higher satisfaction evaluation results,and combined with the development needs of urban shopping centers in Xi ’an,the overall optimization ideas are put forward,and optimization strategies are put forward for the constructed areas and the areas to be constructed from four aspects: accessibility,visibility,agglomeration and internal characteristics..