从需求为本到愿望为本的社会变革及对建筑设计的影响.ppt

1、Transition from a Needs Based Society to a Desire Based Society and Its Impact on Architectural Design,从需求为本到愿望为本的社会变革及对建筑设计的影响,Started 48 years ago as an architectural drafting student in a technical high school Worked my way through college drafting heating/air conditioning systems for hi-rise bui

2、ldings MCM was started in 1984 after completion of 1984 Olympics Done over 2,000 projects in 59 countries Prestige projects including 7 Olympics, Worlds Fairs, major resorts greater desire to relax in comfort and privacy; and become more concerned about her personal surroundings Bathrooms will becom

3、e larger, more stylish, with many more features,对中国的启示 女性们有更多的钱花在自己的外表上，浴室也将变得越来越重要。人们更希望能在舒适和私密的环境中放松，对个人环境也更加在意。 浴室将变得更大，更个性化 特征更多,With the kitchen and bathroom changing what was the next big transition in family homes? 走过厨房和浴室，在家庭中我们看见的下一个转变又是什么?,The Parking Garage 车库,Three trends lead to the eve

4、r expanding garage: As women went to work in large numbers in the 1970s, to afford their new desires, families bought a second car. Today there is nearly 1 car for every person in America. As society became more affluent, Americans bought recreational vehicles like motorcycles, boats, and other spor

5、ts equipment they needed to store The consumer society produces so much stuff that people today fill their garages with it. 40% of Americans park in their driveway because the garage is full. With full garages Americans have turned to storage facilities to house the stuff they buy 55,000 of them cur

6、rently operate in the U.S.,三大趋势，导致车库不断扩大 随着70年代大量女性外出工作，为了满足其新愿望，很多家庭买了第二部车。如今，在美国，几乎人均拥有一部车。 社会更加富裕，美国人购买的休闲交通工具增多，比如摩托车，船只，以及其它的健身器材等，这些都需要地方来存储。 消费社会产出大量的物品，人们将其堆在车库中。有40%的美国人把车停在车道上，因为仓库被零零碎碎的东西塞满了。 仓库满了，美国人便将买的东西转向专门的存放设施现今，有55，000个这样的存储设施在运作。,Implications for China None of the projects we work

7、 on in China provide enough space for cars. Parking will become a central space and cost issue for future Chinese developments. As middle-class consumers become car owners, they will require a convenient covered parking space As Chinese consumers become more affluent they will need a great deal of s

8、torage space to store their new possessions,对中国的启示,我们承接的中国项目里，没有一家能提供足够的停车空间。停车已成为中国未来发展面临的主要问题，并可能为此付出代价。 当中层阶级的消费者买了车，他们便需要便捷的且有遮盖的停车空间 中国消费者日益富裕，他们需要大量的存储空间来存贮其的新财产。,Need to Desire Transitions The same Need to Desire transition is taking place in all areas hotels Shanghai 8.5% drop to 59.1 %; and

9、 Chengdu as a result of the earthquake down by 22.6% to 52.0% occupancy (note table below),酒店业和度假村业的改变 由于生活方式的改变，中国的酒店业将面临巨大的问题 问题已经在市场转型中初露端倪 2008年，中国酒店的平均入住率已经下 降至60.8，降幅6.9% 主要的城市中，酒店入住率都有大幅下滑，北京下降至61.8%，降幅10.7%；上海下降至59.1 %，降幅8.5%；而由于地震，成都的酒店入住率更是跌落到了52.0%，下降幅度高达22.6%。见下表,What are the reasons for

10、 this change Because of low construction costs and a rapidly growing tourism market, there was a rapid growth in hotels from 1990 to present Many of the new hotels were built by groups not highly experienced in hotel management. When the issue was one of fulfilling needs things worked. As the econom

11、y has begun the shift to a desire-based society, many hotels will soon become unprofitable,WHY!,改变的原因何在？ 由于建筑成本低，同时旅游业蓬勃发展，自1990年至今，中国的酒店数量快速增长 很多的新酒店都是由并不擅长酒店集团的人所造 若只为了满足人们的基本需要，尚且运作正常。但社会已经向愿望为本的社会转化，很多酒店将无法继续盈利 为什么?,Reasons for trouble in the hotel sector First, the market is overbuilt in the 4

12、and 5 star categories and in major cities Secondly many firms dont know how to manage hotels in a competitive environment. People were profitable without fully understanding the industry. Market tastes are already shifting away from the older hotel styles. 25 35 year old travelers and middle-class t

13、our operators are seeking more stylish, but cost conscious hotel experiences. Most hotels have not differentiated themselves they have the same look and feel (most built with the style of business hotels) Most hotels dont deliver the level of service that will be required of the next decades more so

14、phisticated travel market,酒店业面临问题的原因 首先，大城市中，4星级和5星级的酒店建造过度。 第二，很多公司并不懂得怎样在竞争中运作酒店。人们在并不完全了解酒店业大的情况下盈利。 市场品味已经变得和从前的酒店风格有所不同。年龄在25岁和35岁间的旅行者和中层阶级的旅游运作人寻求更具特色且有成本意识的酒店体验 大多数酒店并没有独树一帜他们有着同样的外观和感觉（很多都是按着商务酒店的风格建造的） 接下来的十年，旅游市场变得更成熟复杂，但很多酒店并不提供这样的市场所要求的服务,Growth in Economy Hotels With Shanghai and Beiji

15、ng hotels currently at a 60.0% average occupancy, and 5 stars averaging 68%, well-run economy hotels like Home Inns are averaging near 90% There are 12,751 star rated hotels in China with only 1,689 being budget properties Budget hotels have only 10% of the market in China compared to 70% in the U.S

16、.,经济型酒店的增长 上海和北京的酒店现保持着平均60%的入住率，五星级酒店的平均入住率为68%, 运作颇好的类似“如家快捷”等经济性酒店，平均入住率可达90% 在中国现有12751家星级饭店，只有1689家属于经济性酒店 经济型酒店只占到中国酒店时市场的10%，而相比在美国，其市场份额则有70%,经济型酒店,其余类型酒店,What direction the hotel industry should take Target underserved market niches with differentiated hotels Design interesting economy hote

17、ls that appeal to tour operators and urban professionals Create design and boutique hotels to create highly differentiated hotel experiences Design resorts with several layers of interesting experiences Develop sophisticated training programs for hotel management Develop the third-tier city market (

18、Background image),酒店业将走向何方？ 针对需求未满的市场，建出不同层次的的酒店 设计有趣味的能吸引旅游经营者和城市工作族的 经济型酒店 创出设计酒店和精品酒店，以提供不同层次的酒店体验。 设计出具有不同层面体验的度假村 为酒店管理制定严密的培训计划 开发城市第三级市场 （背景图案),When we design a hotel property we go through the following process: Determine whos the market Analyze what experiences the owner wants the property

19、to provide Find what the resort should become famous for Build an economic model so the owners understand how much they can spend in each operational area rooms, food service, meeting and conference, recreation, etc. Clearly understand how the owner wants to differentiate their product against compe

20、titors Then start designing,我们设计酒店物业时，我们需完成如下程序 确定市场 确定业主需要物业提供哪些酒店体验 确定这个酒店将以何著名 构建经济模型，以便业主明晓他们在每个业务领域里能担负的支出：房间，餐饮服务，会议，休闲，等等。 弄清楚业主希望他们的产品与竞争者相比需拥有怎样的不同 开始设计,Understanding The Value Equation Determining how developers want to make money with their hotel or development is a key aspect in the plan

21、ning and design process: Do owners intend to make money from the cash flow from operations Do they plan to lease and remodel or build new Do owners plan to create a brand and build all over China like Home Inns Do owners want to build a brand and create franchise operations like Hilton, Super 8, Hol

22、iday Inn, or other international operators Do owners plan to just build and then sell to an operator? The requirements of the design process are different for each,理解价值方程 要确定开发商想让酒店或其开发项目以何种方式赚钱，这是在规划设计过程中一个很重要的方面 业主是否打算用运营现金流赚钱？ 他们是要租赁，改造，还是新建？ 业主是否打算造就像“如家酒店”一样的全国连锁品牌？ 业主是否想创出一个像希尔度大酒店，速8，假日酒店等其它国

23、际运营商一样拥有特许经营管理权的品牌？ 业主是否只是单纯修建酒店，然后卖给别的运作商？ 每个项目的设计过程和要求都不尽相同。,Problems with the approach in China Most often Chinese developers start with the Design Concept which should be one of the last steps in the development process No matter how beautiful or interesting a design is, if it isnt designed to m

24、ake money, its a failed design Therefore the most important issues in the design process are to understand and answer the questions about the market, competitive advantage, the value equation and the like so the design fits the goals of the project,中国工作方法存在的问题 概念设计本应属于开发过程的最后程序，中国的开发商却将其放在了最首。 无论设计有多漂亮，多有意趣，只要不能盈利，这便是失败的设计 因此，在设计过程中，最重要的是理解并回答出事关市场，竞争优势，价值