High Street UK 2020: Transferring knowledge to facilitate the repositioning, reinventing, rebranding and restructuring of sustainable retail centres.

High Street UK 2020：传授知识以促进可持续零售中心的重新定位、重塑、品牌重塑和重组。

• 批准号: ES/L005182/1
• 负责人: Catherine Parker
• 金额: $ 14.26万
• 依托单位: Manchester Metropolitan University
• 依托单位国家: 英国
• 项目类别: Research Grant
• 财政年份: 2014
• 资助国家: 英国
• 起止时间: 2014 至 无数据
• 项目状态: 已结题
• 来源: https://gtr.ukri.org/projects?ref=ES%2FL005182%2F1
• 关键词: Street; UK; 2020; Transferring; knowledge

The changing nature of retail in the UK brings many benefits to consumers but has significant consequences for communities and retailers themselves. In 2012, 54 retail companies failed, closing 3,951 stores between them, affecting 48,142 employees (Source: Centre for Retail Research). Academics at MMU have been studying and predicting large-scale change on the high street for nearly 30 years, but despite all this research, the ever-growing body of evidence from high street data providers as well as government-commissioned reports and extensive media coverage, it is clear that retailers and local actors and agencies responsible for managing change on the high street do not know how to respond effectively. For example, a headline from a recent (14th March 2013) Daily Mail reads "Towns have spent just 7% of Mary Portas' £10million fund to rescue High Streets... and most of it went on reindeer and Peppa Pig costumes". MMU has a successful track record of delivering interventions to support retail and location change, the project's PI (Professor Cathy Parker) has run relevant projects worth in excess of £8m over the past 10 years, therefore we are confident we have the knowledge, experience and reputation to help high street stakeholders to respond to change. The knowledge exchange activities, designed with 10 towns (such as Congleton) and cities (such as Bristol), chosen by the Institute of Place Management, will bring the knowledge places need to deliver sustainable high streets, directly to decision-makers. Firstly, we will synthesise the existing extensive academic research base of peer-reviewed studies of drivers of retail change/high street change at macro, meso and micro level through utilising an interdisciplinary expert review panel and a well-established ranking method. This will enable an interactive tool to be developed which individual locations can use to forecast change on their high street. The first stage of the project will culminate in a series of local workshops in the 10 partner locations bringing together retailers, local actors and agencies and academics to jointly explore and understand the nature of the retail challenge faced by that location. Whilst the drivers of change are complex and cross discipline boundaries, the second stage of the project will focus on building a framework for managing change, from the management and marketing literature. The project will review and distil the evidence relating to place interventions and their implications, under the broad categories of 'repositioning', 'reinventing', 'rebranding' and 'restructuring'. For example, a location may need to reposition and reinvent itself as a local centre rather than district centre - with the relevant retail/service mix, and all the corresponding rebranding and physical restructuring (changing the usage of some space from retail to residential, for example). National workshops on these major themes will be led by academic experts (who are all Visiting Researchers within this project) and attended by the partner high streets. These broad approaches will then be contextualised in partnership with 10 user communities, facilitated by a town/city centre manager with over 20 years' experience, so those individual high streets identify an alternative, sustainable future for 2020 and an action plan for achieving that aim. All the deliverables from the project will be available online, free of charge, through the Institute of Place Management website, thereby disseminating this valuable knowledge to a much wider audience, such as the 400 towns currently involved in the Portas Pilot and associated schemes. In addition, a special 'knowledge exchange' edition of the Journal of Place Management and Development will be published based on the 4 key intervention themes (repositioning, reinventing, rebranding and restructuring). Each of these themes will be explored through a case-study drawn from the partner locations.

英国零售业性质的变化给消费者带来了许多好处，但对社区和零售商本身也产生了重大影响。2012年，54家零售公司倒闭，关闭了3951家门店，影响了48142名员工（数据来源：Centre for retail Research）。近30年来，MMU的学者们一直在研究和预测商业街的大规模变化，但尽管进行了所有这些研究，商业街数据提供商、政府委托的报告和广泛的媒体报道提供的证据越来越多，但很明显，负责管理商业街变化的零售商、当地行动者和机构不知道如何有效应对。例如，最近（2013年3月14日）《每日邮报》的一个标题写道：“城镇只花了玛丽·波塔斯1000万英镑基金的7%来拯救高街……大部分钱都花在了驯鹿和小猪佩奇的服装上。”MMU在提供干预措施以支持零售和地点变化方面有着成功的记录，该项目的PI（凯茜·帕克教授）在过去10年中运营了价值超过800万英镑的相关项目，因此我们有信心我们有知识，经验和声誉来帮助高街利益相关者应对变化。知识交流活动是由地点管理研究所（Institute of Place Management）选定的10个城镇（如康格尔顿）和城市（如布里斯托尔）设计的，将把知识场所所需的可持续商业街直接带给决策者。首先，我们将利用跨学科专家评审小组和完善的排名方法，综合现有广泛的学术研究基础，从宏观、中观和微观层面对零售变革/高街变革的驱动因素进行同行评审研究。这将有助于开发一种互动工具，供各个地点使用，以预测其主要街道的变化。该项目的第一阶段将在10个合作地点举行一系列当地研讨会，汇集零售商，当地演员和代理商以及学者，共同探索和了解该地区面临的零售挑战的本质。虽然变革的驱动因素是复杂的，并且跨越了学科界限，但项目的第二阶段将侧重于从管理和营销文献中建立一个管理变革的框架。该项目将根据“重新定位”、“重塑”、“重塑品牌”和“重组”等大类，审查和提炼与地方干预及其影响有关的证据。例如，一个地点可能需要重新定位和重塑自己，使其成为当地的中心，而不是地区中心——包括相关的零售/服务组合，以及所有相应的品牌重塑和实体重组（例如，将一些空间的用途从零售改为住宅）。关于这些重大主题的国家研讨会将由学术专家（他们都是该项目的访问研究员）领导，并由合作伙伴高街参加。然后，这些广泛的方法将与10个用户社区合作，由具有20年以上经验的城镇/市中心管理者推动，因此，这些单独的商业街将为2020年确定一个可替代的、可持续的未来，并制定实现这一目标的行动计划。该项目的所有成果将通过场所管理研究所网站在线免费提供，从而将这些宝贵的知识传播给更广泛的受众，例如目前参与Portas试点和相关计划的400个城镇。此外，《场所管理与发展杂志》将根据四个关键干预主题（重新定位、重塑、重塑品牌和重组）出版一个特别的“知识交流”版。每个主题都将通过从合作伙伴地点抽取的案例研究进行探讨。

项目成果

Radical Marketing and the UK High Street: Towards a New Typology of Towns

激进营销和英国高街：走向新的城镇类型

• 发表时间: 2016
• 作者: Parker C

Stakeholder Engagement and Communication in UK Town Partnerships: An Empirical Study

英国城镇伙伴关系中的利益相关者参与和沟通：实证研究

• 发表时间: 2015
• 作者: Ntounis, N

Engaged scholarship on the High Street: the case of HSUK2020

高街搞奖学金：以HSUK2020为例

• DOI: 10.1108/jpmd-02-2017-0024
• 发表时间: 2017
• 期刊: Journal of Place Management and Development
• 影响因子: 1.3
• 作者: Ntounis N

UK High Street 2020: re-positioning, reinventing, re-branding and restructuring the High Street

英国高街 2020：重新定位、重塑、重塑品牌和重组高街

• 发表时间: 2015
• 作者: Millington, S.D.

High Street research agenda: identifying High Street research priorities

高街研究议程：确定高街研究优先事项

• DOI: 10.1108/jpmd-06-2014-0008
• 发表时间: 2014
• 期刊: Journal of Place Management and Development
• 影响因子: 1.3
• 作者: Grime I