购物中心设计外文翻译.doc

二、为什么人去购物？购物如何改变城市？今天的零售商场哈佛大学设计学院购物指南,首先声明“购物可以说是最后剩下的形式的公共活动。通过一系列越来越掠夺性形式,购物已经渗入,殖民,甚至更换,几乎每个方面的城市生活”(Chung,2001)。购物是美国文化的一个重要组成部分。在美国的零售量人均面积是31平方，商场出资74，而亚洲其他国家范围从0.5万英尺的中国，日本和吉隆坡9平方尺。在美国的总零售面积占39，在世界总零售面积等于12.7倍的曼哈顿土地面积的23.7英里。其他的统计数据显示，世界上最大的零售商沃尔玛（Wal-Mart），销售额大于国内生产总值的四分之三的世界经济。沃尔玛的年收入可以很容易地超过许多国家的国内生产总值，包括香港，沙特阿拉伯和挪威。这些统计数据表明，美国城市在很大程度上受到购物影响了。人们为什么购物？购物不是简单的任务买。购物中心的先驱,维克多绿色,确定了购物和购买之间的区别。他解释说,购买是一个结果,一个特定的和坚实的目的,而在购物,人们把他们的时间和使用他们的钱来购买物品。换句话说,购买是一个必然性但购物是不必要的(Green,1973)。人们是如何成为购物者?购物被认为是一个不愉快的事,尤其是在女性照顾其他所有家务。回顾二十世纪重商主义变得如此有影响力的在我们的日常生活中,购物已经获得了更大的意义不仅仅是行动的采购生活必需品。在第一阶段的20 t”世纪,美国已经是世界上最富裕的国家。人们花了钱来满足他们的欲望，对抗源于教堂和其他机构教化的过程实施的道德限制。但它不是一个简单的叛乱。更重要的是,“消费品的定义和缓解发起、维护和解散的社会关系,可以让人抗议和定义与他人界限。到自己的被社会认可”(Cross,2000,p.65)到现在为止，这部分的购物体验一直保持不变。购物提供了一种方法，通过它人们实现他们希望成为谁的鉴定。在大量移民的国家，购物提供了移民同化问题的最快途径。此外，购物可以掩饰阶级之间的差距。通过提供一种方式来获得即时状态，通过购买消费品，购物阶级差别不太明显。消费增加的可见性是个人而不是社区。购物已成为一种生活方式。虽然购物的概念，作为一种生活方式，是真实的购物体验，人们通常不承认这个抽象的理论框架作为他们的购物动机。人们有更多实实在在的动机，他们在日常生活中可以很容易地识别。爱德华发现购物的动机,这都是个人社会。个人动机的列表包括角色扮演、偏离日常生活,自我满足,身体活动和感觉模拟。社会动机包括民政，通信与其他具有相似利益，组别注意，地位和权力之外的社会经验。韦斯特布鲁克和黑色增加了两个动机:选择优化和预期的使用产品。除了这些动机，心理动机也是存在的(陶贝尔,1972)。但一个购物者不一定必须有一个购物动机去购物。一个购物者可能只需要一个理由去购物而另一个可能需要更多,这取决于什么类型的顾客他们。Stone分类购物者分成四组基于定位自己的购物活动:经济购物者,个体化购物者,伦理和冷漠的购物者,购物者。经济的消费者是那些商店和小心注意产品的质量和价值。顾客是那些购买个性化的基础上与服务人员的关系。那些商店购物者正出于伦理方面的原因,例如拯救小商店。最后,冷漠的消费者是那些觉得自己有义务去商店。这四个类型仍然有效的现代零售世界(Stone,1954)。但Bellenger,罗伯逊和格林伯格添加了一个类别:休闲购物。休闲消费者是那些喜欢购物本身的行为。他们不需要有一个目标或目的买东西。他们只是喜欢浏览和有时购买(Bellenger,罗伯逊等。,1977)。尽管人们去购物的原因不同,人们这样做比以往更频繁。作为购物中心的格伦发现了先锋维克多现象,购物体验通过奢侈的时间和金钱。这是一个类型的休闲(格伦,1960)。但是,消费者如何选择去哪里购物?这个问题在下一节中讨论。为了吸引顾客, 对客户满意的购物空间已经做了相当多的研究。Anselmsson(2006)开发了一个全面的框架,用于满足购物中心的满意度。他透露八因素影响客户满意度:选择、大气、方便、性能的销售人员,茶点(咖啡馆和餐厅服务)、地点、促销活动和商品政策。Ng(2003) 从公共市场网络商城进一步检查了客户满意度对于不同风格的购物空间。假设的满意是基于需求和供应之间的比赛,她认出三需要购物空间来满足:1)认知需求信息和一个可读的环境;2)物理需要安全、舒适和感官仿真;3)社会需要相互联系、相互作用的。Ng关注环境和顾客之间的关系。她回顾了基本的感官刺激,如照明、色彩、音乐、噪音、气味、温度、和拥挤,影响客户满意度,扩大到物理需求,如安全、舒适和便利,和社会的需求,例如相互联系、相互作用的。根据Ng,不同的因素有效地工作,以满足游客在不同类型的购物空间。例如,有强烈的气味的食物在公共市场满足客户。在购物中心建筑设计和租户组合是必不可少的。虽然购物是公认的社会活动，然而相比其他两种需求,需要社会互动和关系几乎没有被充分探索 （索默，怀恩斯等，1992）。有很多类型的消费者, 当他们去购物时，他们的行为也不同。在市场营销领域的对于不同类型的消费者的购买行为已经做了很多研究。在其他领域,进行了更多的研究，活动除了购物，如何可以看出当代购物的场所,如购物中心。布洛赫，李奇微和Dawson，对于游客的活动在不同地区的几家商场进行了大规模的调查。结果表明，在其访问期间的超过70的受访者从事购买的商品超过一半的游客食用的食品相关活动。约25走了体育锻炼和超过60的访客浏览。很多游客也很社会化。除了这些研究结果，我们知道，购物场所是时尚与货物的即时论述。人们看到和被看到的是购物场所中的空间。因为购物需要某种形式的决策过程，人们总是从服务人员和其他客户寻找良好的直接和间接的意见。人们仔细观看其他人有的，穿的，购买和得到的教训。除了那些涉及销售和购买，购物场所提供的各种活动和深入了解其他人的行为（布洛赫，李奇微等人，1994）。三.太阳谷购物中心太阳谷购物中心历史1969年, 太阳谷购物中心是建立在一个72英亩的沼泽地上。该项目始于1961年,当时该网站是卖给开发商太太希望贝洛克。最初的计划是受关注的新购物中心,坐落在城市的边缘,将影响到市中心的恶化。重点支持的市长罗伯特尼尔森和商会,项目顺利进展,尽管反对派从几个市中心商人。当地需要再分区从计划到非保密,使工业收购一个建筑许可,这个城市和市议会立即同意了,改变了名称(未知,1963)。期待新的巨型购物中心开始扩大在政治和商业城市的人们。市议会成员Rossalie谢尔说,“很高兴参与这个重要的时刻。和谐是真正冲前方,“比较城市圣地亚哥,当时的口号是“城市在移动。“她不是唯一的热情的人。“这仅仅是个开始。我不知道你可以去错了这里,”唐纳德阿切森博士说,总统康科德的商会(贝克特尔,1965)。太阳谷购物中心的诞生是赞许的,视为一项经济复苏计划的城市。太阳谷购物中心开发的的海柏性能。设计者是：阿夫纳纳贾尔，谁是出生和长大在以色列并且从美国加州大学毕业后在特拉维夫担任总设计师。原来的购物中心有非常有趣的设计特点：该商场的地板上铺手工水磨石砖，铺大理石的斑点。方便地在两个商场的水平间隔开八间铺有地毯的放松与舒适的休息区，购物者们在那里休息，并参观包围的集合来自世界各地的雕塑。一系列的直径为16英尺的空气井，四周由铁艺栏杆，增加视觉上的统一的两个商场，让阳光流在整个中心创造一个宽敞的空间和光线的感觉。现场灌木和鲜花在两个水平上蓬勃发展，整个中心已美化环境，给它一个花园般的外观。一个壮观的喷泉是第一级正常的中心部分，它可以半小时之内转化为一个阶段的时装秀和社区活动。 （未知，1967年）根据经常谈论的人,中心是为了提供消费者与“终极的舒适、便利和享受。”他说,“这是一个你可以带给家庭的地方,不用担心孩子们厌烦、热还是累了。“中心甚至提供了一个公共会议室与厨房设施(未知,1967)。在接下来的二十年，导致其在1991.The重大变化的第一次重大更新，该中心是2600平方英尺的下沉庭院。此外，该中心安装了意大利白色大理石人行道，铬合金和玻璃栏杆和198天窗。它的外观也有整容（Routson，1991年）。空间结构在太阳谷的购物中心的设计是建立在客户方便的。太阳谷购物中心和其他两个研究领域之间最大的区别是，太阳谷是一个封闭的购物中心。一个封闭的购物中心为客户提供了空调和全天候环境。购物中心，它位于一个79英亩的土地上，在两个层面上有一个1.4万平方英尺的零售面积。建筑周围停车位约7400辆汽车（图5.3.1）。为了方便客户，停车场是两个层次的建筑。建筑的室内设计是相当标准的一个购物中心。在天花板上,有天窗来增加自然光线。在低和水平之间有几个井是扩大在重构引入更多阳光的低水平。由于太阳谷是封闭的，没有汽车内部交通。室内空间是步行。走廊径直从一端到另一端。走廊的宽度是27-30”。 在上层中的几个小供应商在走廊的地面和井分为两窄车道走廊。走廊里除了一点有几个楼梯、地面坡度基本上是平的（图。5.3.2，5.3.3，5.3.4和5.3.5）。内部及外部建筑几乎没有植被的。一些景点有植物,如地面庭院和座椅,但是周围所有的植物都是人造的。而不是树,商店并排排列。这些商店的高度统一是11英尺高，整个走廊地面水平。商店的宽度变化对55英尺14英尺。一个宏伟的庭院在建筑中间的较低的水平上（图5.3.6）。这个三角型的庭院是低于走廊明确区分于走廊的水平，也让路人看到庭院。庭院有季节性设置的舞台;庭院是在走廊相同的水平。座位环绕舞台，沿地面庭院的边缘，人们可以坐下来观看在舞台上的节目。走向台前的变化作出了盛大变化看起来更像一个礼堂。有几个功能，除了店面陈列可拍摄人的眼睛。店面是大玻璃窗户，客户通过它可以很容易地看到商品。 SSC的总经理，拉里Beermann说，“我们会尽力确保商店的焦点，而不是体系结构和设计的购物中心。所以，你知道的购物中心，其主要目的是销售商品。所以，如果你的商店里的人都集中在店铺门面和窗户或者什么。这是确定的，我们的工作是，以使他们集中在那，没有那么多花哨的雕塑或喷泉，类似的事情。这可能不那么重要。“该声明显示，设计的重点是消费，而不是公共空间。座位选择既不充足也没有吸引力(图5 3 7)。有足够的座位的大庭院。走廊的地面有一些长凳坐落在人工植被和更多的自动扶梯。每个这些长凳大概可以容纳6人。设置在走廊的座位不舒服地很位于靠近商店。人们沿着狭窄的走廊的座位和商店之间。人类的交通干扰那些坐在长凳上人。因此,人们被迫保持散步和购物也不坐在一个不愉快的环境。在购物中心设计中维护和安全是最重要的因素。原来的购物中心是提供一个空调,干净,安全的地方购物。太阳谷遵循这一原则。警卫经常来回走着走廊上。监控录像在墙上提供同样的监测。租户组合有两个显著的差异太阳谷购物中心和其他两个案例研究地方:地点的规模和数量的商店。表5 3 1包含一个租户名单。太阳谷的购物中心有149家门店,包括中期走廊,这是一个比其他两个购物区结合大的厂商数量。实质性的组成部分这一巨大的购物中心是商店的服装类别。有一个特别大的门店数量的市场是青少年和20多岁的人。该中心也有一个相对大的商店在误码率的美丽和健康的类别,包括美发沙龙和水疗服务,指甲沙龙,一个激光皮肤操作中心和一个健身中心。百货商店的一个突出特点是太阳谷购物中心,又强调方式的原则,本中心遵循传统的购物中心设计。百货商店已经被用来作为主力店的方式传统购物中心吸引顾客购物中心。它的吸引力似乎减轻正如出现不同类型的零售商店,如巨大的折扣商店。商店的数量在电子产品比在其他两个研究领域大,比如手机商店和游戏商店, ,但有更少的商店销售相关的产品。在这项研究中,尽管太阳谷拥有最大数量的商店，但是当地商店的数量在太阳谷购物中心是最小的在三个购物区。在同一时间, 太阳谷有更多的当地商店,但目前主要是全国连锁商店。这里的情况同一企业集团情况也发生在海湾街。许多服装企业经营超过两个商店的中心。这一现象有几个例子，阿伯克龙比和惠誉和霍利斯特,碧碧和贝贝体育,体育和Foot Locker冠军。此外,许多商店可以很容易地发现在附近的购物中心和商场,如核桃溪市的百老汇广场和斯通里奇在普莱森顿购物中心。该租户组成的太阳谷购物中心独特的和核心的市场规模要小得多，因为人们可以找到替代的方便的选择。租户布局图5.3.8和5.3.9是太阳谷购物中心的租户布局。租户布局是非常典型的商场设计。第一个显着的特点是主力店的位置。它的主力店，三间百货店在太阳谷购物中心的位置分别位于两端和中间的中心。这些位置有必要为客户提供从一端到另一端的百货公司的指示标志。这个太阳谷购物中心没有一个美食街(有一个在过去的)餐馆和咖啡馆现在位于组接近入口(图5 3 10)。这个布局,再根据客户方便的原则。Beermann解释道:“方便。因为客户很经常,当他们来购物,停下来得到一个点心,或因为他们进来,再加上你也等待客户专门来吃饭所以这很容易让他们更加方便。而且,食物变得冲动。在你完成你的购物,你说很高兴坐一会儿,有点心,喝的东西,也许一个小三明治或一些事，在他们去坐他们的车回家之前。因此它也成为一个冲动项目。所以,我们在利用那些餐馆。餐厅的布局也有助于让游客走在整个中心。营销总监Kimeri Opacic解释了，一个美食广场上的人流,这样的餐馆需要单独来吸引游客位于单独的区域中心”(戈登,1997)。就像海湾街,商店完全的根据商品的类型进行分类(图5 3 11)。这个部门也是基于主要的购物中心设计的基础:方便。青少年和大学生的服装商店占重要的地面空间的中心广场,放在一起是为了增加吸引力的地区。服务孩子和家庭的设施和商店是密切相靠的，人们买衣服给孩子,然后旁边有为他们拍照的照相馆。每个地理范畴可以连接在一起。例如,女性的部分在百货商店流直接从化妆品商店和发廊,这样当一个女客户完成接收完水疗服务,她可以购买新衣服来匹配她的新发型。外文出处：作者：Sagako Sugiura 题目：Shopping Spaces for People: Case Studies of Three Shopping Spaces in the San Francisco East Bay Area戴维斯加利福尼亚大学 2008年博士论文II. WHY DO PEOPLE GO SHOPPING ? HOW DOES SHOPPING CHANGE THE CITY ?Retail Shopping TodayHarvard Design School Guide to Shopping starts with the statement Shopping is arguably the last remaining form of public activity. Through a battery of increasingly predatory forms, shopping has infiltrated, colonized, and even replaced, almost every aspect of urban life (Chung, 2001).Shopping is a major part of American culture. The amount of retail area per person in the U.S is 31 square feet, with 74% contributed by shopping malls, while other Asian countries range from 0.5 square feet in China to 9 square feet in Japan and Kuala Lumpur. The total retail area in the U.S occupies 39% of total retail area in the world equal to 12.7 times the Manhattan land area of 23.7 miles. Other statistics show that the worlds largest retailer, Wal-Mart, has sales that are greater than the gross domestic product of three-quarters of the worlds economies. Wal-Marts annual revenues can easily surpass many countries gross domestic product, including Hong Kong, Saudi Arabia or Norway. These statistics indicate that U.S cities are largely influenced by shopping.Why Do People Shop?Shopping is not the simple task of buying. The pioneer of the shopping center, Victor Green, identified the difference between shopping and buying. He explained that buying is a result of a specific and solid aim, while in shopping, people take their time and use their money to purchase items. In other words, buying is a necessity but shopping is nonessential (Green, 1973).How Do People Become Shoppers?Shopping was thought to be an unpleasant chore, especially among women who had to take care of all other housework. Looking back at the twentieth century when commercialism became so influential in our everyday life, shopping has gained greater meaning than just the action of purchasing necessities. In the first phase of the 20t century, America was already the wealthiest country in the world. People spent money to satisfy their desire to fight against moral restrictions stemming from the civilizing processes imposed by the church and other institutions. But it was not a simple rebellion. More importantly, consumer goods defined and eased the initiation, maintenance, and dissolution of social relationships, allowing individuals to protest and to define boundaries with others. To own was to be society (Cross, 2000, p.65)This part of the shopping experience has remained the same until now. Shopping provides a method by which people achieve identification of who they wish to become. In countries with huge numbers of immigrants, shopping offers the immigrants the quickest path to assimilation. Also, shopping can disguise the gap between classes. By providing a way to gain instant status by purchasing consumer goods, shopping makes class difference less visible. Consumerism increases the visibility of the individual rather than the community. Shopping has become a way of life.Although the concept of shopping as a way of life is true to the shopping experience, people usually do not recognize this abstract theoretical framework as their motivation for shopping. People have more tangible motivations that they can easily recognize in their daily life.Edward identified motives for shopping, which are both personal social. The list of personal motives includes Role Playing, Diversion from everyday Life, Self-Gratification, Physical Activity and Sensory Simulations. The social motivation includes Social Experiences outside the Home, Communication with Others Having a Similar Interest, Peer Group Attention, and Status and Authority. Westbrook and Black added two more motivations: the Choice Optimization and the Anticipated Use of a Product. Other than these motives, the psychological motive exists (Tauber, 1972).But a shopper is not necessarily driven by every motive for shopping. One shopper may need only one reason to go shopping while another may need more, depending on what type of shopper they are. Stone categorized shoppers into four groups based on the orientation of their shopping activity: the Economic Shopper, the Personalizing Shopper, the Ethical Shopper, and the Apathetic Shopper. Economic Shoppers are those who shop with careful attention to product quality and value. Personalizing Shoppers are those who buy on the basis of a relationship with service personnel. Ethical Shoppers are those who shop for ethical reasons, like saving smaller stores. And last, Apathetic Shoppers are those who feel obligated to shop. These four types are still valid in the contemporary retail world (Stone, 1954). But Bellenger, Robertson and Greenberg added one more category: the Recreational Shopper. Recreational Shoppers are those who enjoy the act of shopping itself. They do not need to have a goal or purpose to buy something. They just enjoy browsing and sometimes buying (Bellenger, Robertson etal., 1977). Although people go shopping for different reasons, people do so more frequently than ever. As shopping center pioneer Victor Gruen identified the phenomenon, shopping is an experience accomplished through the luxury of time and money. It is a type of leisure (Gruen, 1960). But, how do shoppers choose where to shop? This question is discussed in the next section.In order to attract shoppers, quite a bit of research has been done on customer satisfaction in the shopping space. Anselmsson (2006) developed a comprehensive framework for satisfaction in shopping malls. He revealed eight factors that influence customer satisfaction: selection, atmosphere, convenience, performance of the sales personnel, refreshments (cafe and restaurant service), location, promotional activities and merchandise policy.Ng (2003) further examined customer satisfaction regarding different styles of shopping space from public markets to cyber malls. Assuming that satisfaction is based on the match between needs and supply, she identified three needs for shopping space to satisfy: 1) the cognitive needs for information and for a readable environment; 2) the physical needs for safety, comfort and sensory simulation; and 3) the social needs for affiliation and interaction. Ng focused on the relationship between environment and shopper. She reviewed how the basic sensory stimulations, such as lighting, color, music, noise, odor, temperature, and crowding, influence customer satisfaction and expand to physical needs, such as safety, comfort and convenience, and social needs such as affiliation and interaction. According to Ng, different factors work efficiently to satisfy visitors in different types of shopping spaces. For instance, a strong odor of food satisfies the customers in public markets. Architectural design and tenant mix are essential in shopping malls. Compared to the other two needs, the need for social interaction and affiliation has hardly been explored sufficiently yet, although shopping is recognized as a social activity (Sommer, Wynes et al., 1992).There are so many types of shoppers, and they behave very differently when they go shopping. A lot of research has been done in the field of marketing on the purchasing behavior of different types of shoppers. In other fields, more research has been conducted on how activities other than shopping can be seen in contemporary shopping spaces like shopping malls.Bloch, Ridgway and Dawson conducted a large-scale survey of visitors activities in several shopping malls in different regions. The results showed that over 70% of respondents engaged in activities related to the purchase of goods More than half of the visitors consumed food during their visit. Around 25% walked for physical exercise and over 60% of visitors browsed. A lot of visitors socialized, too. Besides these research results, we know that shopping spaces are instant expositions of fashion and goods. Shopping spaces are spaces in which people see and are seen. Because shopping requires some sort of decision-making process, people always look for good direct and indirect advice from service personnel and other customers. People carefully watch what other people have, wear and purchase and take lessons from that. Shopping spaces offer various activities and insights into the behaviors of people other than those involved in selling and buying (Bloch, Ridgway etal., 1994). iii. Sunvalley Shopping CenterHistory of Sunvalley Shopping CenterIn 1969, Sunvalley Shopping Center was built on a 72-acre marshland site. The project began in 1961 when the site was sold by Mrs. Hope Belloc to developers. Initial planning was affected by concerns about how the new shopping center, to be located at the edge of the city, would affect the deteriorating downtown. With strong support from Mayor Robert Nelson and the Chamber of Commerce, the project smoothly progressed despite opposition from several downtown businessmen. When the site needed to be rezoned from planned industrial to unclassified to enable the acquisition of a building permit, the city and the city council immediately agreed and changed the designation (Unknown, 1963). Anticipation about the new giant shopping center began to expand among political and business people in the city. City Council member Rossalie Sher said, its a great pleasure to be part of this momentous occasion. Concord is truly rushing ahead, comparing the city to San Diego, whose slogan at the time was City on the move. She was not the only enthusiastic person. This is just the beginning. I dont know how you can go wrong here, said Dr. Donald Atcheson, President of Concord Chamber of Commerce (Bechtel, 1965). The birth of the Sunvalley Shopping Center was applauded and viewed as an economic boon for the city.The Sunvalley Shopping Center was developed by Bayshore Properties. The designer was Avner Naggar, who was born and raised in Israel and served as a chief architect in Tel Aviv after graduating from the University of California. The original shopping center had very interesting design features: The mall floors were covered by handset terrazzo tiles with in-laid flecks of marble. Spaced conveniently on the two mall levels are eight carpeted relaxation areas with comfortable seating, where shoppers may rest and visit surrounded by a collection of sculpture from around the world. A series of 16-foot diameter air wells, surrounded by wrought iron railings, add visual unity to the two malls and allow sunlight to flow throughout the center creating a feeling of spaciousness and light. Live shrubs and flowers flourish on both levels and the entire center has been landscaped to give it a garden-like appearance. A spectacular fountain is the center piece of the first level mal and it can be converted into a stage for fashion shows and community events within half an hour. (Unknown 1967)According to Nagger, the center was designed to provide shoppers with the ultimate in the comfort, convenience and enjoyment. He stated, its a place where you can bring the family without worrying about the children getting bored or hot and tired. The center even offered a public meeting room with kitchen facilities (Unknown, 1967).Over the following twenty years, the center aged, leading to its first major renovation in 1991.The significant change was the 2,600-square-foot sunken court. In addition, the center installed white Italian marble walkways, chrome and glass railings and 198 skylights. The exterior had a face lift, too (Routson, 1991).Spatial StructureThe design of the Sunvalley Shopping Center is founded on customer convenience. The biggest difference between the Sunvalley Shopping Center and the other two study areas is the fact that Sunvalley is an enclosed shopping center. An enclosed shopping center provides customers with air-conditioning and all-weather environment.The shopp