[管理学]Ch09.pptVIP

Chapter 9 Retail Site Selection Location Chapters Chapter 8 General Description of the Location Types Advantages and Disadvantages of Different Location Why certain type of retailers gravitate toward particular types of locations. Chapter 9 Considerations in Selecting Area for Locating Store Issues in Evaluating Specific Sites Region: a country, part of country, a city, a MSA( Metropolitan Statistical Area ) MSA: An urbanized area with at least 50,000 inhabitants Trade Area: a contiguous geographic area that accounts for the majority of a store’s sales and customers. MSA I Factor Affecting the Location Decision 2.Factors Affecting the Attractiveness of A Site Accessibility Location Advantages tradeoff between cost and types cumulative attraction: a good site provide competitive and complementary merchandise II Evaluating a Site Steps in Evaluating Sales Potential of a Site 1. Define Trade Area Drive Time vs. Geographic Distance Primary, Secondary, Tertiary 2. Estimate Sales Potential Huff Model Analog Approach Regression Analysis Define Trade Area Zones in a Trade Area Trade Area Estimate Source Potential 1.Know the source of information Source of Information 1.How many people :Customer Spotting ；GIS; Decennial Census;  2.How much they will buy: Buying Power Index 3.How is the competition: Internet Other Published Sources Geographic Information System (GIS) GIS Map for a Store Trading Area in an MSA Data from GIS on Retail Expenditures in Trade Area 2. Estimate Sales Potential Mr.I’s Optical Boutique 背景：P177 假设：该眼镜店在南迈阿密的总店生意兴隆，想再开一个分店. 原理：寻找一个与目前总店有同样地区特征的位置来选址。 Step 1 2: Define Current Trade Area 步骤1：利用前述方法（e.g. customer spotting）确定商圈。 步骤2：基于顾客密度，在一级、二级、三级商圈中圈定位置。（此处定位一级商圈） Competitive Analysis of Potential Locations P191 Step ３:将目前总店的特点与备选店址特性相比对，最吻合者为最终选择. Potential Locations for Mr. I’s Optical Trade Area for Mr. I’s Optical TM 9-6a Demographic Trends for Three-Mile Ring Surrounding Mr. I’s Optical Boutique 1990 Ce