从需求为本到愿望为本的社会变革及对建筑设计的影响课件

从需求为本到愿望为本的社会变革及对建筑设计的影响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 schoolWorked my way through college drafting heating/air conditioning systems for hi-rise buildingsMCM was started in 1984 after completion of 1984 OlympicsDone over 2,000 projects in 59 countriesPrestige projects including 7 Olympics,Worlds Fairs,major resorts&attractionsOpened our first China office,in Beijing,5 months ago 始于48年前，高级技术学校建筑制图系学生 求学期间，为摩天大楼加热/空调系统绘制图纸。MCM成立于1984年，洛杉矶奥运会后。已为全世界59个国家完成2000余项目 我们的成果包括七届奥运会，世界博览会，世界主要景点 5个月前在北京开设中国第一家工作室从需求为本到愿望为本的社会变革及对建筑设计的影响MCM is a feasibility,planning and design firmSpecializing in leisure,entertainment and lifestyle projectsMCM是一家可行性规划设计公司专营休闲，娱乐和生活方式项目从需求为本到愿望为本的社会变革及对建筑设计的影响What Ive learned over 48 years:What Ive learned over 48 years:Lot of different ways to do this jobEvery part of the world approaches planning and design differentlyEvery project developer has slightly different goals不同的设计方式地域不同，规划和设计方法各具千秋每个项目的开发者的目标都不尽相同过去的过去的48年里，我的收获年里，我的收获从需求为本到愿望为本的社会变革及对建筑设计的影响Todays presentation Todays presentation is about social transition and its impact on architectural designChinas undergoing a transition from agricultural society to an urban societyThis transition has profound implications on lifestyle and therefore the built environment 今天我们旨在展示今天我们旨在展示社会转型及对建筑设计产生的影响中国正在经历从农业型社会到城市型社会的转变这个转变对我们的生活方式及建筑环境意义重大从需求为本到愿望为本的社会变革及对建筑设计的影响Urbanization Trends in ChinaUrbanization Trends in China中国城市化发展趋势中国城市化发展趋势从需求为本到愿望为本的社会变革及对建筑设计的影响Urbanization Trends of China vs.Developed Regions中国城市化发展趋势 vs.发达国家从需求为本到愿望为本的社会变革及对建筑设计的影响Household Sizes in China中国的家庭规模从需求为本到愿望为本的社会变革及对建筑设计的影响Household Sizes in U.S.Household Sizes in U.S.美国的家庭规模美国的家庭规模从需求为本到愿望为本的社会变革及对建筑设计的影响Educational Achievement in ChinaEducational Achievement in China 中国的教育成果中国的教育成果 大学 高中 总计从需求为本到愿望为本的社会变革及对建筑设计的影响Comparison of Education Achievement(graduated from high school)Comparison of Education Achievement(graduated from high school)中美教育成果比较中美教育成果比较(高中毕业高中毕业)从需求为本到愿望为本的社会变革及对建筑设计的影响%of%ofBothBoth1 6 million RMB1 6 million RMB7+million RMB7+million RMBTotalTotalTotalTotal20003.2 million110,00018%31%20106.1 million600,00045%62%2020 12.0 million 1.2 million55%72%Liquid Assets of top 1%of Chinese HouseholdsLiquid Assets of top 1%of Chinese Households中国顶层中国顶层1%1%家的流动资产庭家的流动资产庭16百万人民币百万人民币 超过超过7百万人民币百万人民币 占总数比例占总数比例 合计比例合计比例 Million:百万百万从需求为本到愿望为本的社会变革及对建筑设计的影响The transition from a rural Needs Based Society to an urban Desire Based Society is profound:By the late 1970s the world crossed the point where we had more production capacity than we needThe amount of time worked per unit of goods to be purchased has fallen steadily since thenThe consequences has shifted the built environment to one of meeting needs to satisfying desires从农村型需要为本的社会到城市型愿望为本社会的转变，意义深远上个世纪70年代晚期，世界跨过一个临界点，我们的生产能力超越了我们的生产需求生产单位产品的时间大大下降 这些结果使得建筑环境成为我们满足愿望的基本需要从需求为本到愿望为本的社会变革及对建筑设计的影响What does this transition to being a Desire Based society really mean?What does this transition to being a Desire Based society really mean?The villagers are poor charcoal heat,little running water,no sanitation systemBut their purchase decisions are based upon trying to satisfy desires-Plasma TV,great sound system,mobile phone这种到基于愿望的社会转型，究竟意味着什么？这种到基于愿望的社会转型，究竟意味着什么？农村居民很贫穷农村居民很贫穷依靠木炭取暖，几乎没有自来水，没有卫生保健系统依靠木炭取暖，几乎没有自来水，没有卫生保健系统但他们试图满足自己的愿望，所以决定购买但他们试图满足自己的愿望，所以决定购买 等离子电视，大型音响系统，移动电话等离子电视，大型音响系统，移动电话从需求为本到愿望为本的社会变革及对建筑设计的影响Give you a couple of examples from the U.S.because weve gone through this societal shift before you:美国比中国更早地经历了这样的转型，展现事例如下：美国比中国更早地经历了这样的转型，展现事例如下：Size of Average American Homes 美国平均家庭面积美国平均家庭面积SquareHousehold SM perYearMetersSize Person 年份 平方米 平均家庭规模 人均面积（平方米）（人）195091 SM3.8 23.7 SM1970138 SM3.4 40.6 SM2000 206 SM2.8 73.6 SM2010223 SM2.6 85.8 SM(Make a chart with four separate houses with years/sizes)画一张表，四个不同的房子，标出年份及大小从需求为本到愿望为本的社会变革及对建筑设计的影响The size of homes are growing so large that several U.S.cities are considering laws to limit their size家居面积增长如此迅速，美国的城市甚至考虑用立法来规范限制。从需求为本到愿望为本的社会变革及对建筑设计的影响Shape and Functions of Homes Shape and Functions of Homes Change over TimeChange over Time家园的外观和功能随时间而改变家园的外观和功能随时间而改变What room changed first?What room changed first?哪间屋子最先变呢？哪间屋子最先变呢？从需求为本到愿望为本的社会变革及对建筑设计的影响The U.S.Kitchen Growing from a small and closed-in 13 SM in 1950 to an average today of 40 SMWhy are they growing?Not because people cook more they actually cook much lessAs life has been more informal kitchens have become the focal point of family life and entertainingKitchens are a good case study on the transition from a needs based society to a desire based one.美国的厨房美国的厨房 20世纪50年代，厨房很小，封闭式，平均面积13平方米，如今，平均面积 已增至40米 厨房面积为什么会增加？不是因为人们做饭的机会多了，事实上，人们做饭的机会比以前更少现今的生活较从前更率性，厨房已经成为家庭生活和娱乐的集中区。从需求为本社会到愿望为本社会的转变，厨房的变革便是最好的现身说法从需求为本到愿望为本的社会变革及对建筑设计的影响U.S.Kitchen TransitionU.S.Kitchen TransitionIn 1950 prosperity,the kitchen became the hub of the house but still primarily as a place to cook and eat 60%of Americans ate in the kitchenBy 1970 as American women entered the workforce,didnt want to be cut-off from the family when they cooked.Kitchen changes from a service area to a family and friends social area(8%of meals eaten outside home)Today,upper-middle class homes have large kitchens with TV and family rooms attached(32%of U.S.meals eaten outside home)美国厨房的变革美国厨房的变革在50年代的繁荣里，厨房已是家庭的枢纽，但只是用来做饭和用餐60%的美国人在厨房里用膳。1970年。美国女性进入职场，不希望在做饭时与家庭成员隔离。厨房，由服务区转变成了家庭和朋友的社交区。（8%的用餐已改在室外）如今，中上流社会的家庭，厨房里装有电视机，且与家庭其它房子相贯连。（32%的用餐在室外进行）从需求为本到愿望为本的社会变革及对建筑设计的影响Kitchens around the worldKitchens around the worldThe more traditional a society is,and the more traditional the cooking style,the more closed the kitchen is from the rest of the home:Northern Europe and North America 65%socialize in kitchen15%of Chinese families socialize in the kitchen3%of Saudi socialize in the kitchen全世界各地的厨房全世界各地的厨房一个社会越传统，烹饪方式也就越传统，厨房便也越封闭孤立。65%的北欧和北美家庭在厨房举办社交活动15%的中国家庭在厨房举行社交活动 3%的沙特家庭在厨房举行社交活动。从需求为本到愿望为本的社会变革及对建筑设计的影响Implications for the Chinese Market People will continually demand increasingly larger living spaces The kitchen will increase in size as cooking switches to more pre-made meals and it is used for more social interaction The upper-middle class will demand kitchens designed for entertaining The middle-class will require more efficiently designed kitchens to store food and new appliances as packaged food overtakes daily shopping traditions(Show a modern Chinese kitchen from the upper middle-class)对中国市场的意义对中国市场的意义人们持续要求增大生存空间烹饪变成预先准备式，厨房的尺寸不断增大，越来越多地被用作社交互动中上层阶级家庭要求厨房的设计具备娱乐功能中层阶级的家庭要求厨房的设计高效化，要能大量存放食物及新的器械。如今，有了包装食品，人们不再坚持每日购食物的传统。（展出来自中国中上层阶级的家庭厨房）从需求为本到愿望为本的社会变革及对建筑设计的影响What Room Changed Next?What Room Changed Next?接下来要变的房间，是什么？接下来要变的房间，是什么？从需求为本到愿望为本的社会变革及对建筑设计的影响The BathroomThe Bathroom浴室浴室从需求为本到愿望为本的社会变革及对建筑设计的影响Transition of the American BathroomTransition of the American BathroomIn 1920s U.S.building codes mandated all homes to have a minimum 1.5 x 2.2 meter bathroom.This 3.3 SM bathroom became the American standard for 50 years.By 1970s with the transition from needs to desires,American bathrooms starting undergoing their fantasy transitionBy 2000 the average has reached 10.5 SM and upper-middle class homes average 20 SM for their master bathroom with nearly 1 bathroom per person美国浴室的变革美国浴室的变革20世纪20年代，建筑法规定美国的家庭必须有一个最小为1.5米 x 2.2米的浴室，3.3平方米的浴室标注在美国执行了50年。20世纪70年代，随着需要社会向愿望社会的转型，美国的浴室也开始经历奇妙的变革截止2000年，浴室平均已经达到10.5平方米，上层阶级家庭的主浴室已达到平均20平方米，且每人都拥有一个浴室。从需求为本到愿望为本的社会变革及对建筑设计的影响Transition of the American BathroomTransition of the American BathroomAll of this room means more time to use it.The average American spends 35 minutes/day in the bathroom and 21%spend an hour or more a dayThe importance of the bathroom is evidenced by the former Design Director of Mercedes Benz,Bruno Sacco,changing his career to designing bathroom fixtures美国浴室的变革美国浴室的变革这些房间都需要花时间来享用。美国人平均每天有35分钟的时间花在浴室里，有21%的人花一个小时或者更多。奔驰的前任首席设计师Bruno Sacco转行设计浴室设备，这便是浴室的重要性有利明证。从需求为本到愿望为本的社会变革及对建筑设计的影响Implications for ChinaImplications for ChinaBathroom will become increasingly important as women will have more money to spend on their appearance;greater desire to relax in comfort and privacy;and become more concerned about her personal surroundingsBathrooms will become larger,more stylish,with many more features对中国的启示对中国的启示 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 特征更多从需求为本到愿望为本的社会变革及对建筑设计的影响With the kitchen and bathroom changing what was the next big transition in With the kitchen and bathroom changing what was the next big transition in family homes?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?从需求为本到愿望为本的社会变革及对建筑设计的影响The Parking GarageThe Parking Garage车库车库从需求为本到愿望为本的社会变革及对建筑设计的影响Three trends lead to the ever expanding Three trends lead to the ever expanding garage: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 sports equipment they needed to storeThe 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 currently operate in the U.S.三大趋势，导致车库不断扩大三大趋势，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。从需求为本到愿望为本的社会变革及对建筑设计的影响Implications for ChinaImplications for ChinaNone of the projects we work 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 spaceAs Chinese consumers become more affluent they will need a great deal of storage space to store their new possessions对中国的启示对中国的启示 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。从需求为本到愿望为本的社会变革及对建筑设计的影响Need to Desire TransitionsNeed to Desire TransitionsThe same Need to Desire transition is taking place in all areas hotels&resorts,retail shopping,clothing,cars,etc.The shift causes architecture to become highly differentiatedThe reason is obvious everyone has the same basic needs.Thus in a Needs Based society designs are similarIn a Desire-Based society everyone has different desires and are seeking different experiences thus designs become highly differentiated从需求向愿望的转变从需求向愿望的转变 这种从需求到愿望的转变发生在各个领域酒店&度假村，零售商店，制衣，汽车，等等.这种转变使得建筑业也高度分化 原因很明显每个人都有相同的基本需求，故在一个需求为本的社会，设计近乎相似 在愿望为本的社会，每个人都有不同的愿望，寻求不同的体验，因此，设计也高度分化。从需求为本到愿望为本的社会变革及对建筑设计的影响Hotel DifferentiationHotel DifferentiationInternational Hotel brands create products to target each major market niche.Big hotel groups offer 5 10 product lines to stay competitiveThere are over 50 types of hotels.Some examples are:urban business/meeting hotels destination conference hotels luxury hotels design hotels family hotels economy business hotels boutique hotels resort hotels etc.酒店分化酒店分化国际大牌酒店都针对每个主要的微观市场创出自己的产品。大酒店集团一般保留约510条生产线，以保持竞争力。酒店的种类超过50种，举例如下：市区商业/会议酒店景区会议酒店豪华酒店设计酒店家庭旅馆经济商务酒店精品酒店度假酒店其它从需求为本到愿望为本的社会变革及对建筑设计的影响Luxury HotelsLuxury Hotels Even the requirements with single product categories like Luxury Hotels are constantly changingTwenty years ago a standard five-star hotel room was 40 SM.It then progressed to 45 SM and finally a 55 SM standardWe recently worked on a 5 star hotel in China that wanted 50%of the rooms to be 55 SM and 50%to be 150 SM豪华酒店豪华酒店甚至对只具单一生产线系列的豪华酒店，要求也在持续变化20年前，五星级宾馆的标准间40平方米，后来增至45平方米，现在标准已成为55平方米新近我们服务的一家中国五星级酒店要求50%的酒店房间大55平方米，50%的房间大至150平方米从需求为本到愿望为本的社会变革及对建筑设计的影响New China Market RequirementsNew China Market RequirementsOver the next decade China will experience as much change as it has since 1990.What will drive this rapid change?Personal wealth will double over the next decadeThe country will have ten times more educated people than in 1990Because of increasing travel and media exposure people will know the world much better中国新的市场需求中国新的市场需求 在下一个10年里，中国将经历许多变化，就像从1990年至今一样。什么能主导这种变化呢?在未来十年里，人均财富将翻倍全中国受教育的人数与1990年相比将为其十倍 旅游业发展，媒体宣传增多，人们将更多更好地了解世界 从需求为本到愿望为本的社会变革及对建筑设计的影响Rising ExpectationsRising ExpectationsPeople will require much higher level of experiences to feel satisfiedFeeling satisfied is key issue.Rising expectations fuels dissatisfaction.The more they aspire,the more you have to deliver in experiencesThe more they aspire,the more they want to distinguish themselves from one another增长的期望增长的期望人们会需要更高层次的“满足感”体验感觉满足很关键。增长的期望也会带来更多的不满足。期望的越多，你需要体验的也越多希求的越多，就越希望自己与众不同从需求为本到愿望为本的社会变革及对建筑设计的影响The Desire-Based Generation Has The Desire-Based Generation Has ArrivedArrivedThe 25-35 year olds are the first desire-based generation in modern ChinaTo feel satisfied they demand more stylish clothes,cars and homesThey change jobs rapidly looking for a better opportunityTheir children are given everything(the next generation will become almost impossible to satisfy)愿望为本的时代已经来临愿望为本的时代已经来临 25岁到35的人，是中国现代社会愿望为本的第一批代表为了感觉满意，他们要求更个性化的衣装，车子和房子 他们很快跳槽，寻求更好的机会他们给孩子一切（他们的下一代将会变得更不容易满足，或者根本不可能满足）从需求为本到愿望为本的社会变革及对建筑设计的影响Characteristics of the new Chinese Characteristics of the new Chinese ConsumerConsumerqInstant GratificationInstant GratificationqMaterial Display of Wealth and Material Display of Wealth and StatusStatusqQuality of Life Issues Become Quality of Life Issues Become ParamountParamount中国新型消费者的特征中国新型消费者的特征q即刻回报即刻回报q财富和地位的物质彰显财富和地位的物质彰显q生活质量至上生活质量至上从需求为本到愿望为本的社会变革及对建筑设计的影响How does this shift affect what gets builtHow does this shift affect what gets builtUrban professional have little time so they seek convenience.Over just 5 years,2000 2005,convenience stores in China went from under 1,000 to 23,000The more affluent generation also wants more variety with their convenience.Supermarkets increased from just 9,000 in 2000 to 34,000 five years laterThese dramatic changes were brought about by changing lifestyles and expectations 这种变革怎样影响？这种变革怎样影响？城市上班族时间不多，故求便捷。在从2000到2005的5年间，中国便利店的数目已经由1000家发展到23000家人们更加富裕，便要求“便捷”多样化。2000年，超市数量仅为9000，5年后，已增至34，000生活方式的变化和希求的变化带来了上述戏剧般的变革。从需求为本到愿望为本的社会变革及对建筑设计的影响Changes in the hotel and resort industryChanges in the hotel and resort industryThe Chinese hotel industry will face significant problems ahead because of lifestyle changes:The first signs of trouble in the shifting market has already startedIn 2008 Chinese national hotel occupancy has fallen 6.9%to 60.8%Major cities experiencing large occupancy drops Beijing 10.7%to 61.8%;Shanghai 8.5%drop to 59.1%;and 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%。见下表从需求为本到愿望为本的社会变革及对建筑设计的影响What are the reasons for this changeWhat are the reasons for this changeBecause of low construction costs and a rapidly growing tourism market,there was a rapid growth in hotels from 1990 to presentMany 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 economy has begun the shift to a desire-based society,many hotels will soon become unprofitableWHY!WHY!改变的原因何在？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 为什么为什么?从需求为本到愿望为本的社会变革及对建筑设计的影响Reasons for trouble in the hotel sectorReasons for trouble in the hotel sectorFirst,the market is overbuilt in the 4 and 5 star categories and in major citiesSecondly 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 tour 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 sophisticated travel market酒店业面临问题的原因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从需求为本到愿望为本的社会变革及对建筑设计的影响Growth in Economy HotelsGrowth in Economy HotelsWith Shanghai and Beijing 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 propertiesBudget hotels have only 10%of the market in China compared to 70%in the U.S.经济型酒店的增长经济型酒店的增长 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从需求为本到愿望为本的社会变革及对建筑设计的影响What direction the hotel industry should take Target underserved market niches with differentiated hotelsDesign interesting economy hotels that appeal to tour operators and urban professionalsCreate design and boutique hotels to create highly differentiated hotel experiencesDesign resorts with several layers of interesting experiencesDevelop sophisticated training programs for hotel managementDevelop the third-tier city market(Background image)酒店业将走向何方？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)从需求为本到愿望为本的社会变革及对建筑设计的影响When we design a hotel property we go When we design a hotel property we go through the following process:through the following process:Determine whos the marketDetermine whos the marketAnalyze what experiences the owner wants Analyze what experiences the owner wants the property to providethe property to provideFind what the resort should become Find what the resort should become famous forfamous forBuild an economic model so the owners Build an economic model so the owners understand how much they can spend in understand how much they can spend in each operational area rooms,food each operational area rooms,food service,meeting and conference,service,meeting and conference,recreation,etc.recreation,etc.Clearly understand how the owner wants to Clearly understand how the owner wants to differentiate their product against differentiate their product against competitorscompetitorsThen start designingThen start designing我们设计酒店物业时，我们需完成如下程序我们设计酒店物业时，我们需完成如下程序 确定市场确定市场 确定业主需要物业提供哪些酒店体验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，餐个业务领域里能担负的支出：房间，餐饮服务，会议，休闲，等等。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比需拥有怎样的不同 开始设计开始设计从需求为本到愿望为本的社会变革及对建筑设计的影响Understanding The Value EquationUnderstanding The Value EquationDetermining how developers want to make money with their hotel or development is a key aspect in the planning and design process:Do owners intend to make money from the cash flow from operationsDo they plan to lease and remodel or build newDo owners plan to create a brand and build all over China like Home InnsDo owners want to build a brand and create franchise operations like Hilton,Super 8,Holiday Inn,or other international operatorsDo 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。从需求为本到愿望为本的社会变革及对建筑设