1Preface
Ancient China, in the book "The Records of the Examining Engineer", there is the saying "The Craftsman". Craftsmen" has the record of "left ancestor, right community, facing the back of the market", which is probably the earliest description of the business in China, and in the West, the ancient Greek literary records also have a detailed record of the business of the traffic and horseback riding. At that time, commerce was more of a marketplace concept, and in modern times, due to the development of the commodity economy and society, commercial buildings have gradually prospered. Today's era is in the era of globalized one economy and internet, people's consumption concept and cultural taste are significantly different from the past. Modern commercial buildings need to start from the planning and design, people-oriented and emphasize the participation of people, in order to better meet the material and spiritual needs of modern people, and at the same time to improve the social benefits of the region also has a good role in promoting.
2 Commercial pre-planning
Before the era of industry 4.0, consumers have never been a passive role, and the arrival of the 4.0 era, almost overnight, the consumption pattern of radical changes. In the past, it was the production of what is designed to buy, to now is the need to experience what is produced, otherwise no one to buy. This is in fact a declaration of challenge to traditional design, architects can no longer be as in the past behind closed doors design peddling, but must keep pace with the times to innovate and adapt to meet the needs of consumers and the market. Business planning is a study based on prediction and positioning, and the root of a successful business lies in a clear positioning. The planning and positioning encompasses a wide range of categories, including market analysis, customer groups, business models and scale forecasts and other aspects of the content. Market analysis includes local industry research (including industry scale, industry growth rate and industry major consumer groups), local residents' income and consumption composition, competitor analysis.
Through the analysis of the target market can largely grasp the future consumer demand and scale of residents. Customer groups include consumers, operators and investors, and all three groups need to be taken into account in order to avoid adverse effects on later operations. Modern commercial business models are generally categorized into self-holding and leasing, or a combination of the two. Business distribution is also closely related to the business model, it is worth mentioning that, by the impact of Internet e-commerce and the impact of the change in people's consumption attitudes, "reduce the proportion of retail, enhance the proportion of food and beverage, entertainment, leisure," has become the adjustment strategy of most of the shopping centers across the country, which can be used as a wind vane for the modern mainstream commercial design. After the scope of the business circle is determined, the business scale of the project can be initially determined according to the regional industrial structure, industry development trend and consumer market capacity. According to big data analysis, foreign developed countries commercial per capita size of about 1.2-1.7m2, while China's big cities commercial per capita area of about 1m2, there is still a large space for improvement in the future.
3 commercial building design essentials
Through the analysis of commercial planning can be seen with the commercial building and special and practical, architects should be rationally understood from the macro, to the dual perspective of the building and commercial design, in order to truly tap into the commercial value, enhance the social and economic benefits. Specific to the design work, it is necessary for architects to grasp more details or content outside the building, commercial buildings in the design focus on the need to grasp the internal and external space, the line of motion and details of the problem, which are often the key to affecting the commercial value and quality of the author through the actual completion and put into use of the commercial field investigation found that many of the old business district on the lack of long-term planning for the space and the flow of the line, resulting in visual congestion, Poor experience, people and cars mixed, stores are difficult to rent and sell the situation, the last one or two years, the new business district has realized the past problems or drawbacks, in the preliminary design in time to avoid, the commercial atmosphere and quality of a lot of obvious enhancement, consumers are also more willing to stay for a long time.
3.1 internal and external space
Japanese scholar Ashihara Yoshinobu carried out a detailed study of the scale of the external space, he put forward the famous "one-tenth of the theory", that is, the external space can be used internally 8-10 times the scale of the site, the width of neighboring buildings, 1.5-2 times the height of the building. For the site, a better sense of scale can be obtained when the width is 1.5-2 times the height of the neighboring buildings. Ashihara Yoshinobu's spatial theory is very valuable for architectural design guidance, and the same can be referred to for commercial exterior plaza space. Modern commercial plazas in front of city roads generally have no less than two entrance plazas, and the scale is controlled at least at 20-25 meters, which has a good effect on the creation of urban space and commercial atmosphere. In the main commercial plaza near also need to consider and urban transportation site of the parking point, such as bus stops, cab stops and subway stops, to meet the rapid connection of commercial and urban transportation. Outdoor commercial street space scale generally need to control about 10-20 meters, both sides of the inner street commercial layer 2-4 layers is appropriate.
3.2 dynamic
From the narrow sense of the dynamic line that refers to the indoor traffic flow line, the dynamic line design is a key factor in commercial design, reasonable and scientific dynamic line design can give people a pleasant feeling of consumption, the commercial value can be played to the maximum, on the contrary, if the dynamic line of chaos and irrationality will result in indoor space is crowded, and even produce psychological anxiety. The commercial dynamic line is divided into checkerboard, radial, dendritic and single loop curve. From the commercial nature, a single loop curve several kinds of dynamic line in the most scientific and reasonable way, because it improves the commercial value of each corner and the project's goodness, each part of the **** enjoy the flow of people to enhance the systematic effect, while avoiding the efficiency of the road back to bring down and frustration, so in the modern business is usually choose the way of the dynamic line. After the dynamic line planning to determine the need for reasonable settings of the main store, non-main retail stores, service facilities and vertical transportation.
The main store mainly reflects the core role of attracting customers to the entire shopping center, and at the same time play a supporting role for the overall positioning and security, the area in the entire shopping center is relatively large, especially in regional shopping centers. Usually in the layout will be arranged in the entrance to the eye-catching location, if there are more than one main store, to avoid the main store piled up together, but should be arranged separately in the dynamic line of the first and last node, the main store between the arrangement of the rest of the retail store can bring to life the entire commercial popularity. Similarly, vertical transportation facilities such as elevators, escalators should also be arranged as far as possible in the nodes of the line, the purpose is to allow consumers to reach each store without leaving dead ends.
3.3 advertising facilities design
Commercial building details involve a wide range, especially for medium and high-grade commercial, good detail design of the architectural design has the role of icing on the cake, for commercial, more attention to the details of advertising facilities. Advertising facilities is the carrier of advertising, in the building facade design should be emphasized, advertising facilities in the building facade generally follow four principles. The first is the principle of wholeness, advertising facilities and building facade should be a whole harmonious **** exist to form the overall beauty of the cityscape. The second is to have a primary and secondary relationship, advertising facilities can not dominate the main, should be the background of the building, the building on the various advertisements for the relationship between the figure, *** with the establishment of the primary and secondary orderly visual form. The third is the diversification of advertising space, in the overall premise there are changes and sequences, to avoid the phenomenon of a thousand faces. The last is flexible control, for example, by reserving advertising space to facilitate future replacement, to prevent unauthorized replacement by the owner to cause damage to the fa?ade.
In the actual operation process, the advertising space needs to consider a variety of factors, the setting of outdoor advertising in the commercial environment, should be the object of pedestrians, the form of outdoor advertising, specifications, scale, set the location of the spatial scale as well as people's visual and heart feelings should be taken into account. The setting of outdoor advertising should fully respect the original spatial form of the street, and appropriately relax the control. In addition, the road level also determines the commercial street advertising settings, for example, in the commercial street outside the city on the fast arterial roads, people take the car as the main mode of transportation, the speed of passage is faster, the setting of advertisements should be taken into account in the rapid movement of people in the case of the information recognition rate is reduced, it is desirable to set up a larger advertisement, and at the same time the location of the advertisement set up should be in the roof of the building wall and other parts of the body. Inside the commercial street, due to the people mainly on foot, the passage speed is slow, the location of advertising, scale and other requirements are completely different.
4Conclusion
Commercial design not only includes the content of the above text, but also involves a number of professional fields, as a separate category of buildings, commercial buildings is not only a matter of architectural technology and art, but more to have a rational understanding of the nature of business, in today's new economic background and consumer environment, only to grasp the consumer demand and the correct positioning in order to adapt to the times and realize the value of design, commercial value and urban value. Only by grasping the consumer demand and correct positioning can we adapt to the times and realize the multiple ****-win of design value, commercial value and city value.
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