基于热力图数据的杭州商业综合体活力影响因素分析

为了防止商业综合体建设过剩,形成商业综合体之间的恶性竞争。本文基于微信易出行插件里面的城市热力图数据,以杭州市5个商业综合体为例,获取可以量化的热力值数据,对不同类型的商业综合体活力影响因素进行对比分析研究。研究发现：① 城市商业综合体布局密度、周边用地用途、销售模式、内部功能布局以及内部空间活力5个要素对商业综合体活力的影响最明显;② 商业综合体的高密度布局对其活力存在抑制作用,通过对比各个服务半径内的商业综合体的活力变化,发现商业综合体合理的服务半径应该大于1.0 km。商业综合体周边的居住用地、广场和公园用地对其活力具有增强作用,办公用地对商业综合体活力的影响较弱;③ 针对不同消费对象制定的不同销售模式,也会对商业综合体活力变化产生显著影响;④ 在公共活动空间相对缺乏的区域内,以零售为主且兼具城市公共活动空间的商业综合体比以主力店为主的商业综合体的活力更高,空间利用率越高的商业综合体活力也越高,商业综合体承担部分城市公共活动空间的职能对商业综合体的活力起到了提升作用。

Influencing Factors on the Vitality of Five Commercial Complexes in Hangzhou: Based on the Heat Maps Analysis

In order to prevent the excessive construction of commercial complexes and form vicious competition among commercial complexes. In this paper, based on urban thermographic data from the Wechat Easy Travel Plug-in, this study, with five commercial complexes in Hangzhou as an example, obtained quantifiable thermal data and conducted comparative analysis on the influencing factors of different types of commercial complexes. Results show that influences on the vitality of commercial complexes are mainly from five factors, including the layout density of urban commercial complex, the function of surrounding cities, the sales mode, the function of internal space, and the efficiency of space used. Among them, high-density layout of commercial complexes has an inhibitory effect on the vitality. By comparing the changes of commercial complexes within each service radius, we found that the reasonable service radius of commercial complexes should be greater than 1 km. Urban functions such as residential areas, plazas, and parks have an enhanced effect on the vitality of commercial complexes. Urban and commercial functions have a weaker impact on the vitality of commercial complexes. Different sales models developed in combination with different consumer objects also have a significant impact on commercial complexes vitality. In areas where the public activity space is relatively lacking, commercial complexes with retail-oriented and urban public activity space are more prosperous than those with the main store-based complex, and commercial complexes with higher space utilization have higher vitality; the function of commercial complexes to partially serve as city public space improves the vitality.