摘要

摘要

商业建筑的大量建设使得商业竞争加剧，互联网购物的兴起也对实体商业模式产生了强烈影响，建筑设计界对实体商业消费环境的研究方兴未艾，如何营造良好的商业氛围，使自己的产品在众多商业建筑中脱颖而出，吸引消费者的眼球，是商业建筑设计师必修的功课。

本文以安徽全椒意大利商贸城项目的方案设计为例，对商业建筑的商业氛围营造进行了研究。目前，国内对商业氛围的研究一般仅对实际项目中商业氛围营造作简单介绍，没有对商业氛围的概念、构成要素、影响因素进行系统的说明， 本文研究目的在于如何从方案设计阶段营造出良好的商业氛围。通过对国内外商业建筑实例分析及实地调查研究，从理论角度给予一个较完整的商业建筑商业氛围的认知，总结现阶段商业建筑商业氛围营造的手法，在今后的此类设计中能够把握住正确的方向，提出了商业氛围营造的策略并在实际项目中加以运用，在商业建筑项目设计时带来启发。

本文主要分为四个部分：第一部分讲述课题研究的背景、研究的目的和意义、研究的方法及研究的内容，了解国内外相关资料，制定出研究的框架。第二部分介绍商贸城项目的背景及定位，商业氛围对商贸城项目定位的作用及方案设计。第三部分分析商业氛围的形成和构成要素，以及商业氛围的存在和表现形式，再探讨建筑设计对营造商业氛围的处理方法，并通过相关建筑实例加以分析佐证，第四部分介绍了实际项目中如何运用其中的要素进行商业氛围的营造。 论文最后进行了总结，并附实际项目的成果图。

本文约36600字，图表95幅。

关键词：商业氛围，全椒意大利商贸城，营造手法，构成要素

I

ABSTRACT

ABSTRACT

There is fierce competition of quality of commercial construction projects when building a large number of commercial buildings and the rise of internet shopping. Hence, how to stand out in such many commercial buildings? Good commercial atmosphere is the “weapon” for winning such commercial competition.

During the project design in Anhui Italy Trade City project , The author has carried on the research to the commercial atmosphere creation. This paper gives out a general explanation for the concept of commercial atmosphere,designing methods of commercial atmosphere and talk about how to use such methods in such project to improve effects of commercial atmosphere.

This thesis mainly divided into four parts:

The first part tells us the research background, research purpose and significance, research methods and research content. Understand relevant information both at home and abroad, to develop a research framework.

The second part tells us the commercial city’s background and positioning of the project, and the importance of building the commercial atmosphere.

The third part tells us about the formation of the commercial atmosphere and existing value, then discuss the elements of commercial atmosphere through the related construction instance analysis. In the final the author analysis how to use one of the elements in the actual project construction commercial atmosphere.

The fourth part views on the article summarized, the author puts forward the direction of further research on the outlook for the future development of commercial buildings. Finally, the author attaches the actual project results maps .

Text Words: 36600 , Figures and charts: 95 Keywords: Commercial atmosphere；The quanjiao Italy trade city；Construction technique

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目录

目录

摘要................................................................................................................................. I ABSTRACT .................................................................................................................. II 目录.............................................................................................................................. III 图表目录...................................................................................................................... VI 第1章 绪论 ................................................................................................................. 1

1.1 课题研究背景................................................................................................. 1

1.1.1 近年来商业发展的趋势...................................................................... 1 1.1.2 课题项目概况...................................................................................... 1 1.1.3 课题中的问题...................................................................................... 1 1.2 研究的目的及意义......................................................................................... 2

1.2.1 研究目的.............................................................................................. 2 1.2.2 研究意义.............................................................................................. 2 1.3 国内外对课题的相关研究............................................................................. 2

1.3.1 国内相关研究...................................................................................... 2 1.3.2 国外相关研究...................................................................................... 4 1.4 研究的内容..................................................................................................... 5 1.5 研究的方法与框架......................................................................................... 5

1.5.1 研究方法.............................................................................................. 5 1.5.2 研究框架.............................................................................................. 7

第2章 全椒意大利商贸城项目方案分析 ................................................................. 9

2.1 商贸城项目前期研究................................................................................... 9

2.1.1 商贸城项目背景.................................................................................. 9 2.1.2 项目区位及地形条件.......................................................................... 9 2.1.3 商贸城项目的定位分析.................................................................... 10 2.1.4 设计要求............................................................................................ 14 2.2 总体布局....................................................................................................... 15

III

硕士学位论文

2.2.1 设计思想............................................................................................ 15 2.2.2 总体布局构思.................................................................................... 16 2.2.3 交通组织规划.................................................................................... 16 2.2.4 环境景观规划.................................................................................... 16 2.3 单体设计....................................................................................................... 16

2.3.1 平面设计............................................................................................ 16 2.3.2 立面设计............................................................................................ 17 2.3.3 主要技术指标.................................................................................... 17 2.4 商业氛围对项目的作用............................................................................... 17

2.4.1 塑造合适的商业建筑性格以符合项目定位.................................... 18 2.4.2 促进火车站地区整体格局的相辅相成............................................ 18 2.4.3 提升场所品质促进中外交流............................................................ 18 2.4.4 加强引导性与体验性以减轻电商影响............................................ 19

第3章 商业建筑对商业氛围的要求及营造 ........................................................... 21

3.1 商业氛围的存在及构成要素....................................................................... 21

3.1.1 商业氛围的存在................................................................................ 21 3.1.2 商业氛围的构成要素........................................................................ 21 3.2 商业氛围的形成及表现形式....................................................................... 22

3.2.1 商业氛围的形成................................................................................ 22 3.2.2 商业氛围的表现形式........................................................................ 23 3.3 建筑设计对商业氛围的营造....................................................................... 24

3.3.1 外部环境及整体关系........................................................................ 25 3.3.2 外部建筑形象塑造对建筑性格的表达............................................ 26 3.3.3 内部功能及空间对商业氛围影响.................................................... 33 3.3.4 商业建筑动线设计............................................................................ 35 3.3.5 标识系统引导性与商业广告效应.................................................... 37

第4章 意大利商贸城设计对商业氛围的营造 ....................................................... 41

4.1 外部环境及整体关系的把握....................................................................... 41

4.1.1 建筑总体设计.................................................................................... 41

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