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西安新型商业应用好文化名片

2017-08-24 08:39:07   中国青年网

文/王艺霖

“鸡市拐名字的来源是什么?”“钟楼、小寨、康复路以前都是怎样的景象?”“西安的汉城墙和唐城墙分别在哪里?”……对生活区域的情感驱使,诸如此类的问题经常被80后、90后一代提起。

而今,西安已进入商业市场更新换代、革故鼎新的浪潮之中,随着商圈更新变化、以及跟不上发展步伐的传统商业的关闭,西安这座经济迅速增长的城市逐渐受到外埠优质购物中心品牌的青睐,纷纷入驻,为西安商业市场刷新面貌,提升了消费者的消费体验。但伴随着新型、现代的购物中心外壳下,能够建立情感交流的文化内涵是否能让消费者感受的到呢?

“好看的皮囊千篇一律,有趣的灵魂百里挑一。”拥有吸引眼球的外立面与优质品牌是对消费者的第一直观印象,固然重要,但想要使消费者长期留驻,以“有趣的灵魂”——文化底蕴建立起的情感交流更是十分必要的。

西安是历史悠久的文化名城,建筑、戏曲、美食、剪纸等多元化文化元素不断成为西安靓丽的城市名片。事实上,购物中心可以作为传播当地特色文化的新型、优质载体,一方面作为城市名片的传播者,而另一方面,也可为其商业项目增添文化厚重感,提升其文化内涵。作为年轻一代青睐的活动场所,购物中心可成为城市文化传播的载体。比如设立历史文化展区,以图文并茂的形式向受众讲述城市、项目所在区域的前世今生;餐饮区可设立传统美食体验,凉皮、面筋、臊子面的制作流程等;商场内座椅、指示牌等细节可以体现当地特色文化元素;以现在火热的知识竞赛、诗词大会等形式开展文化类活动。

对于本地居民来说,年轻一代对本地历史文化了解尚浅,这样传统文化以现代的载体传播,更能为这一群体所接受和热爱;而对于老一代居民来说,往昔生活场景的展现,唤起儿时的回忆,更能建立情感联系与共鸣。与此同时,西安作为人气极高的旅游城市,游客的到访量也是十分巨大的,新型购物中心提升文化元素含量,作为游客感知古城文化的直观窗口,同时体现了城市与该项目的文化内涵,另一方面也带动了人气,成为具有品牌文化、有深度的购物中心。

总而言之,购物中心在为市民与游客提供购物、吃喝玩乐的舒适体验的同时,需提升其文化内涵、充实品牌文化,在商业竞争激烈的市场中,以其软实力构建发展体系,扎稳脚跟,从而保持稳步提升发展。

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