Structural influence of commercial format

1, the way in which commercial formats affect the urban commercial spatial structure.

The commercial format itself does not directly affect the urban commercial structure. The influence of commercial format on urban commercial spatial structure is realized through the location choice of commercial enterprises with different formats. There are two factors that affect the location choice of commercial enterprises in a specific format: one is the own factors of this commercial format, such as general location factors (transportation, land price, etc.). ), economies of scale, economies of agglomeration, the form of physical facilities, and the characteristics of business goods. Second, consumer behavior factors, such as consumer preferences, the number of consumers and their ability to pay, consumer travel patterns, consumer psychology and patterns.

The location selection process of commercial enterprises is a process of organically combining the above two factors to achieve dynamic equilibrium under the premise of maximizing profits, and the result is to form a specific urban commercial spatial structure and commercial landscape. Therefore, it can be said that the urban commercial spatial structure is the spatial expression of the function, scale and hierarchical structure of commercial formats. Figure 1 shows the process in which commercial formats affect the urban commercial spatial structure.

2. The influence of commercial format on urban commercial spatial structure.

(1) Traditional commercial format and "pyramid" network commercial spatial structure model

The traditional business format is represented by department stores that emerged in the industrial revolution and later grocery stores and small department stores. Early cities in Europe and America were formed when urban traffic was underdeveloped. Therefore, the location of department stores and specialty stores follows the accessibility principle, that is, commercial outlets are as close as possible to customers' homes so that customers can shop nearby. Because of the advantages of good accessibility and the smallest average shopping distance of customers in the city, the central location of the city often becomes the location target of department stores and specialty stores.

With the centripetal development and near-field advancement of the city, the city center has gradually developed into a central business district (CBD). Once the urban CBD is formed, because of the high land price, only high-grade shops, department stores and specialty stores with high profitability and strong land rent payment ability can gather in the CBD to form the highest-level commercial center in the city. Ordinary shopping malls and shops with weak ability to pay land rent have to be located in urban areas with general location conditions but large passenger flow, forming urban commercial centers.

Other grocery stores and small department stores that provide low-grade goods and services to residents are widely distributed in residential areas, forming community shopping centers and neighborhood shopping centers. The location choice of traditional commercial enterprises has formed a "pyramid" network system with CBD as the core, supported by several secondary commercial centers and many surrounding commercial centers, and most commercial activities are concentrated in CBD.

In the whole "pyramid" network system, the top is composed of CBD. The further down, the more business centers there are, and many ordinary shops form the bottom of the pyramid. These characteristics are basically consistent with the hierarchical model of Crystal Center.

(2) Modern commercial format and multipolar dispersed urban commercial spatial structure mode.

The development of urban commercial format is closely related to the process of urbanization. After World War II, especially since 1950s, due to the problem of "urban diseases" and the modernization of urban transportation network facilities, the development of European and American cities has successively entered the stage of "suburbanization" and "anti-urbanization". Suburbanization in western cities is led by residential suburbanization, which has triggered a chain reaction of suburbanization in various functional departments of the city. The first to move to the suburbs is the commercial sector, which provides services for urban residents. The emigration of urban residents will inevitably affect the business operation.

The emigration of urban population, especially the affluent class, led to the decline of urban purchasing power and the closure of some department stores in the city center (including CBD). The traditional pattern of urban retail dominated by CBD has been gradually broken. In order to survive and develop, urban areas, especially (; Some commercial enterprises in BD have to move to the suburbs with the residents. But at this time, the business environment has changed. A developed urban transportation network composed of expressway, subway and rail transit has been formed, and family cars have become popular, making shopping by car possible. Moreover, with the acceleration of the pace of modern life and the change of lifestyle, people's desire to "shop once" is strengthened.

As a result, supermarkets, shopping centers, giant markets, storage markets and other formats came into being. These emerging commercial enterprises have a wide coverage and provide a wide range of goods and services, and they are generally built in suburban areas with low land prices. With super or giant markets or shopping centers as the core, some convenience stores and specialty stores gather around them to form suburban commercial centers.

Suburban shopping centers not only serve suburban residents, but also attract a considerable number of urban residents. Because the urban roads are old and the traffic is inconvenient, it is time-saving and convenient for customers to drive to the newly-built commercial center along expressway in the urban fringe. "Time principle replaces space principle". The development of commercial suburbanization has reduced the commercial function and role of urban CBD and urban center. For example, in Chicago, USA, employees in urban commercial enterprises accounted for 7396 in 1950, and only 27% in suburbs. By 1970, the employees were equally divided. 1977 the retail sales in the suburbs of American cities exceeded those in the urban areas.

Domestic research shows that Beijing's retail industry shows the trend of "the decline of downtown business circle, the rise of marginal business circle and the prosperity of community business circle".

Since the fifties and sixties, humanism has risen, urban residents' leisure time has increased, and shopping behavior has become more complicated. More consumers combine shopping, entertainment, leisure and enjoying the city scenery. They require not only convenience for shopping, but also elegant and comfortable shopping environment.

The multiple shopping purposes of urban consumers make the functional boundary between some large-scale commercial formats and service industries no longer very obvious, and the amphibious nature of commerce, that is, the comprehensive characteristics of commerce and service industries, is increasingly obvious. ShoppingMall, a new format integrating shopping, entertainment and leisure, has adapted to the needs of the times. This new format comprehensively considers the various needs of consumers and reflects the concern for people. Therefore, Shopping Mall has been favored by consumers since its birth and has achieved great success.

ShoppingMall is generally located in the city center or sub-center with concentrated passenger flow and convenient transportation, and the sub-center often forms a sub-district commercial center, which is conducive to the decentralized layout and vertical development of urban commerce.

The rise and location layout of shopping centers, giant markets and ShoppingMall have objectively broken the traditional pyramid-shaped urban commercial space pattern. Due to the inertia of development, urban CBD may still occupy an important position in the urban commercial network. However, the rise of urban sub-district commercial centers and suburban commercial centers has made the urban commercial layout develop into a multipolar decentralized pattern, especially the development of chain stores in various formats, which further aggravated the comprehensive and horizontal development trend of urban commerce.

(3) Emerging business formats and three-dimensional urban space market structure.

In recent years, the emerging virtual shopping malls and e-commerce are all based on computer networks, and the whole process of commodity exchange and administrative operation is carried out through electronic networks. This can be regarded as the fifth revolution of commercial format, because it has realized the store-free operation for the first time, broken through the traditional circulation procedure and marketing mode of commercial production, wholesale and retail, and truly realized low cost, high efficiency and zero inventory, which will bring unprecedented impact on the traditional commercial spatial structure of the city.

As we all know, the traditional commercial market is a two-dimensional market, and distance obstacles and transportation costs are important factors affecting the transaction cost of commodities. The development of virtual shopping malls and e-commerce has created a three-dimensional market space. With this market, enterprises can break through the restrictions of geographical location, get rid of the shackles of spatial distance and trade directly with consumers.

Virtual shopping malls and e-commerce make online direct selling possible, while the role of middlemen who focus on retail and wholesale will be weakened. The mode of "online shopping" has contributed to the emergence of "virtual shopping malls", and the traditional commercial geographical space will give way to the space market (including geographical space and cyberspace), so the influence of virtual shopping malls and e-commerce on the urban commercial spatial structure will be far-reaching and complicated.

The author believes that the influence of emerging business formats on traditional business formats and traditional market spatial structure should be correctly evaluated. Although e-commerce and virtual shopping malls will have a great impact on traditional business formats, they will not completely replace them. Due to the multiple shopping purposes and requirements of modern people, ShoppingMall and shopping center still have great comparative advantages compared with e-commerce, so they will still exist.