A Study On Competitive Location Of Urban Petrol Service Station Based On Business Area Theories

Since China joined WTO, Sinopec, PetroChina, oversea oil companies and private enterprises all have been increasing investment in building new petrol service stations, which rapidly drove the competition much more intensified in domestic oil retail market. Due to the oil distribution branches obtain the feature of "favorable geographical position", the location of petrol service stations will directly determine the management level of theirown. Because of the focus only on refined oil retail business and the neglect of business area factors, traditional location models, lacking systematicness and scientificalness, will bring out an unreasonable retail network layout with low operating efficiency and a restriction on the development of the non-oil business. To improve and perfect traditional location models, this dissatation made a study on competitive location to execute sunch purposes that optimize the petrol service station location and balance the development of oil and the non-oil business. The study and analysis in this dissertation were conducted mainly form the following aspets:Firstly, this dissertation overviewed the current status and problems in the location and operation of the domestic petrol service stations, reviewed the classic theories of location and business area, and then made an evaluation of the analytical method and quantitative assessment model for business area. Accordingly, this dissertation argues that the classical location models would hardly satisfy the demand for integrated service development in petrol service station, and it should be necessary to take business area factors into account and make an evaluation of the target business area during the process of petrol service station location.Secondly, based on carrying capability analysis of business area, this dissertation used traffic status, population statistics, competition, and market attractiveness in business areas as parameters, combined with specific characteristics on management of petrol service station, innovatively proposed a "3C+E" model for evaluating the carrying capability of target business areas, to choose the available one for locating petrol service station. Moreover, by selecting Garden Road business area and Bay-side business area as the research examples, this dissertation applied an empritical study on the carrying capability of target business areas for locating petrol service station. Then a conclusion was drawn from the study that Garden Road business area is more suitable for locating petrol service station than Bay-side business area.Thirdly, from the microcosmic point of view, by considering the fuel charge, non-oil demands, urban planning safety and environmental protection factors within the business area overall, based on the attraction function of petrol service stations, market share balance range function, demands assessment function on the demand point and petrol service station market share evaluation function, this dissertation built an optimal compatative location HNSYJX model to determine the petrol service station location inside the target business area, which formed a systematic location approach based on business area theory. Furthermore, by choosing Garden Road business area as the research target, this dissatation applied competitive location model and selected out the optimal location for petrol service station within the business area.Fourthly, by introducing business area land value, overall regional network efficiency index and uncertainty analysis approach, this dissertation improved the traditional approach to assess petrol service station investments, and constructed a petrol service station investment benefit assessment model. By selecting Jansen ST. petrol service station inside Garden Road business area as a research target, this dissertation executed a benefit-off assessment to investment program to test the practicability and effectiveness of the location approach. The result form the test proved the rationality and scientificalness of the competitive location model based on business area theory.Finally, this dissertation summarized the innovation and deficiency of the competitive location approach based on business areas theory, and put forward the extensible direction of research.On the whole, this dissertation conducted a study in the fowling logical procedures:1. Business area assessment; 2. Petrol station location inside business area; 3. Micro competitive location. By innovatively combining business area carrying capacity theory with micro competitive location theory, this dissertation formed a set of scientific location methods applicable to integrated management for petrol service station. Meanwhile, this dissertation testified the location method by empirical studies, and enriched the domestic location theories and models, which contains directive and practical significance for to the optimization and perfection of the domestic petrol service station location decision-making.