【作者】 高勇；

【导师】 于洪彦；

【作者基本信息】 吉林大学 ， 工商管理， 2008， 硕士

【摘要】 动线规划已经被越来越多的商家所重视。欧亚卖场作为中国最大的超大型购物中心(SHOPPING MALL)之一,也在竭力研究顾客动线,以便做出更合理的动线规划,从而引导顾客的消费。论文结合超大型购物中心动线规划研究的最新成果,通过问卷调查的方式,对欧亚卖场现有的一部分动线规划效果进行调研,并提出建议论文的第一部分介绍调研的背景和意义,对论文的结构做简单的叙述,并对关键词做出解释。第二部分介绍商业动线规划的设计原则,主要分为内部动线设计和外部动线设计两部分,并结合超大型购物中心的特点,对超大型购物中心动线规划的设计原则加以说明。第三部分对调研实施的理论框架和调研方法加以介绍。第四部分对调研结果进行说明,并对每一项调研结果做简单分析。第五部分对调研结果整体分析,得出结论,并提出建议。更多还原

【Abstract】 Nowadays, it is paid attention to the plan of line of motion by an increasing business people. Euroasia Mall, which is one of the largest ultra large-scale shoppings centers(shopping mall) in China, has been researching customers’ line of motion in order to make more rational plan of line of motion and to guide the customer behavior.According to the existing plan of line of motion, what kind of influence to the customers and whether it achieve the anticipated result?This paper carried on the market research to this question. By combining the characteristics of the shopping mall with the latest study achievement of the plan of line of motion,with the questionnaire investigation, an existing part of sales field of Eurasia mall was analyze, assess, and suggest.The first part of the thesis introduces the background and meaning surveyed and studied, do the simple narration to the structure of the thesis, and make explanations to keywords , such as line , sales field of Eurasia and questionnaire investigation ,etc. of moving .Second part Recommend commerce move design principle , line of planning , is it move for inside line is it move with outside line design two parts to design to divide mainly, and combine the characteristic of the ultra large-scale shopping center , prove to the thing that the ultra large-scale shopping center moves the design principle of line planning . This part is a theoretical foundation analysed in finding.The third part To surveying and studying the theory frame implemented and surveying and studying the method to introduce . The theory frame of this part is mainly to offer the basis for thinking of establishment of the questionnaire investigation topic. The investigation and ration investigate , determining the nature and investigating will screen to the influence factor which moves line planning to survey and study the method and is divided into and determined the nature, choose the factor that can influence customers to move the line most, set up questionnaire investigation topic, implement the quantitative investigation.The fourth part Prove to finding , make analysis to every finding. The questionnaire is surveyed and studied and divided into four respects mainly: The outside moves the line and plans to investigate and analyse, the inside moves the line to plan to be investigated and analysed, usable factor and customer’s background of moving the line while planning . The usable factor part of moving the line while planning among them is statistics which pass the investigation result, find out item that is it work up line to lead customers most possibly and serve the area , activity type and auxiliary facility. Utilize these factors, can lead customers to move the line effectively .The fifth part Draw the conclusion surveyed and studied, and put forward the suggestion.Propose it as follows mainly:1. Line of motion to plan to the sales field outside of Eurasia, proposes utilizing auxiliary equipment , such as indoor parking area and outdoor park ,etc. to set up, to the thing that the flow of passengers guides , improve every entry flow of passengers of sales field and distribute the uneven current situation .2. I propose setting up some activity places in the area where the customer reaching rate is lower, for example size 2 courtyard (lie in the second Floor , and every customer can see ) or Room of the Atlantic Ocean, and set up and have a rest facilities in the area of activity. So can lengthen moving the line of some customers , and make the customer while appreciating the activity, receive the sufficient rest, stock an activity time to lengthen customers in the sales field.3. I can adopt the curve design to the auxiliary passway of the sales field.4. I propose setting up and moving the group of inquiry of line in the sales field of Eurasia, by way of follow-up investigation, the long-term moves the line and carries on the investigation to the customer, whole ones that are based on this and improve the sales field constantly line of motion to plan .更多还原