ارزيابي مكانيابي و عملكرد مجتمع‌هاي تجاري با تاكيد بر تحليل ويژگي‌ها و رفتار مشتريان (مطالعه موردي: شهر مشهد)

Evaluating the Location Selection and function of Commercial Buildings: Focusing on the Analysis of Characteristics and Behavior of Shoppers (Case study: Mashhad)

در چند دهه اخير احداث مجتمع‌هاي تجاري مدرن در شهرهاي بزرگ كشور گسترش روزافزوني داشته است. يكي از موضوعات مورد توجه در رابطه با اين مراكز، مسيله مكانيابي و نيز ارزيابي عملكرد اين مجتمع‌ها مي‌باشد. هدف اصلي اين پژوهش پهنه بندي مناطق مختلف شهر مشهد از نظر اولويت‌هاي مكانيابي جهت احداث مجتمع‌هاي تجاري جديد و نيز ارزيابي عملكرد سه مجتمع تجاري الماس شرق، پروما و كيان سنتر از منظر تحليل ويژگيها و رفتار مشتريان آنها مي‌باشد. روش پژوهش توصيفي- تحليلي بوده و داده‌هاي مورد نياز به دو روش اسنادي و پيمايشي گردآوري شده است. اطلاعات مربوط به مشتريان از طريق پرسشنامه گردآوري و توسط نرم افزار SPSS مورد تجزيه و تحليل قرار گرفته است. جهت انجام پهنه بندي نيز از تلفيق سيستم‌هاي تصميم گيري چند معياره و GISاستفاده گرديده است. نتايج حاصل از پژوهش نشان مي‌دهد كه مناطق جنوب شرقي شهر از اولويت بالاتري جهت احداث مراكز جديد تجاري برخوردار مي‌باشند. از نظر سطح عملكرد تجاري نيز، دو مجتمع پروما و كيان سنتر جزو مراكز تجاري منطقه اي و مجتمع الماس شرق در زمره مراكز فرامنطقه اي قرار مي‌گيرند.

Construction of modern commercial buildings in the Iranian megacities has increasingly been developing within the few recent decades. In addition to commercial function, these buildings are places for spending free time and offering entertainment services to shoppers. One of the relevant issues in the urban planning studies is the issue of location selection and assessment of performance of these commercial buildings in view of the shoppers. The main goal of this study is zoning various districts of Mashhad in terms of location priority for construction of commercial buildings as well as the assessment of the performance of three commercial buildings, i.e. Almas Shargh, Proma, and Kiyan Center while analyzing the characteristics and behavior of shoppers. Research methodology is descriptive-analytic and the data were gathered through reference to documents and by surveying. A combination of Multi Criteria Decision Making (MCDM) systems and GIS were used for zoning. The information relating to the shoppers were gathered through questionnaire and were analyzed through SPSS software. Findings of this research indicate that south-eastern districts of Mashhad are of higher priority in terms of location selection criteria of commercial buildings. In connection with analysis of the characteristics and behavior of shoppers, the results of this study suggest that most customers of these buildings are from average income and average to low income walks of life. In addition, there is a significant difference between the customers of these buildings from income viewpoint. In terms of commercial performance rate, Proma and Kiyan Center commercial buildings are among the regional commercial buildings and Almas Shargh is located at trans-regional centers. Another results from this research shows that offering entertainment services and fun cause the shoppers to linger a longer time on these centers and subsequently, increases the possibility of shopping and spending subsidiary expenses by the shoppers in these centers.