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要破解购物中心的同质化难题,应注重其社会服务功能的整合,不能寄期望于简单的体验式,而是要从“商业化”转变为“场所化”。在零售商业发展的今天,电商的快速发展以及购物中心增量的不断放大,进一步加剧了各类零售企业之间的竞争。作为复合型的零售企业,购物中心本身具有其他实体商业企业并不具备的优势,然而大量同质化项目的存在和项目品质方面的缺陷,直接削弱了购物中心的吸引力。随着体验式消费的盛行,不少购物中心试图以
In order to solve the homogenization problem of shopping centers, we should pay attention to the integration of social service functions. We should not expect to be experiencing a simple experiential style but to change from “commercialized” to “localized.” In the retail business development today, the rapid development of e-commerce and the continuous enlargement of shopping malls have further aggravated the competition among various types of retail enterprises. As a composite retailer, shopping centers have their own advantages not found in other business entities. However, the existence of a large number of homogenized items and defects in project quality have directly weakened the attractiveness of shopping centers. With the prevalence of experiential consumption, many shopping centers try to