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加速塑造多元场景,推动新型消费提质扩容(2024):北京商圈升级的实践路径

文章摘要

本报告研究了北京市商圈升级的实践路径,重点分析了政策引领与顶层设计、多元消费场景塑造、商圈改造与设施升级、机制创新与营商环境优化等方面的关键举措与成效。北京市通过构建系统性政策体系和顶层设计,推动商圈朝多元化、高品质方向发展。在消费场景上,深入挖掘城市资源与文化内涵,创新融合科技与商业,打造了街区、近山、亲水、演艺、赛事、夜间及数字等多种消费场景。同时,注重商圈改造与设施升级,通过清单化管理、项目化推进,实现了传统商圈的改造提升和新建商业项目的落地与推动。在机制创新与营商环境优化方面,深化“放管服”改革,设置统一管理机构,探索“党建引领+商圈自治”治理模式,优化营商环境,提升了企业满意度。商圈升级成效显著,不仅提升了消费人气和销售额,还优化了消费结构,提升了消费品质,为北京建设国际消费中心城市提供了有力支撑,也为其他城市商圈升级提供了可借鉴的经验。

Abstract

This paper examines the practical path of Beijing’s shopping district upgrading,focusing on key measures and achievements in policy guidance,shaping diverse consumption scenarios,district renovation and facility upgrades,institutional innovation,and business environment optimization. Beijing has leveraged a systematic policy framework and top-level design to drive the diversification and high-quality development of shopping districts. In terms of consumption scenarios,the city has delved into urban resources and cultural connotations,integrating technology and commerce to create a variety of consumption environments,including streets,mountains,waterfronts,performances,sports events,nightlife,and digital experiences. Additionally,Beijing has prioritized district renovation and facility upgrades,utilizing project-based management and checklist systems to rejuvenate traditional shopping districts and introduce new commercial projects. Institutional innovation and business environment optimization efforts include deepening “streamlining administration,delegating power,and improving regulation and services” reforms,establishing a unified management unit,exploring the “Party building leadership + shopping district autonomy” governance model,and enhancing corporate satisfaction. The shopping district upgrading has yielded remarkable results,boosting consumer interest,sales,and overall consumption quality,reinforcing Beijing’s position as an international consumption hub and offering valuable insights for other cities pursuing similar development paths.

作者简介
张磊楠:张磊楠,博士,对外经济贸易大学国际商学院教授、博士生导师,贵州研究院院长,主要研究方向为商圈建设、消费促进、品牌形象、零售策略。
付越:付越,对外经济贸易大学国际商学院博士研究生,主要研究方向为商圈建设、消费促进、品牌形象、零售策略。