The Spatial Analysis And Strategy Research On Excessive Convergence Of Shanghai Hypermarkets

Hypermarket is the large format which is the most closely with resident daily lives. It refreshed shopping experience of Shanghai residents and also stimulated other retailing format to upgrade when it landed in Shanghai. But too much hypermarkets make competition between hypermarkets becomes more and more disorder which embodies in excessive convergence and using free shuttles to snatch customer mutually. Ordinary residents like hypermarket excessive competition but if this disorder develops for a long time, it will bad for the residents,society and the retail format.This graduation dissertation researches hypermarket mainly from commerce geography perspective. The dissertation discusses hypermarket excessive convergence situation based on spatial analysis and then analyzes its formation mechanism and its effects on hypermarket itself , other retail format , manufacturing and society .Based on investigation, the dissertation probe into demographic characteristics ,shopping behavior and geography characteristics of hypermarket consumers especially those who hopping by shuttle .And then ,the dissertation give some suggestions namely turn hypermarket into community shopping center ,large hypermarket location planning, shuttle regulation etc. from market modulation perspective and government regulation perspective ,Chapter 1 discusses the research progress of the format space and hypermarket in China and introduces research targets, meaning, theory, method and technical route of the dissertation.Chapter 2 is the context research. Firstly it analyzes some notable features of Shanghai hypermarket development. Secondly it analyzes the macro spatial pattern and micro excessive convergence of hypermarket .And then introduces the topic of the dissertation based on Analysis of the status quo.Chapter 3 analyzes formation mechanism of Shanghai hypermarket excessive convergence from enterprises, markets and government perspective. Chapter 4 analyzes the effects of Shanghai hypermarket excessive convergence. The dissertation investigated three hypermarkets near Minhang PE. Park and got the first hand data. The investigation found that shuttles are very important business means to attract customers when the trade areas overlap. Core trade area is not obvious but the whole trade area is enlarging.Chapter 5 starts from the perspective of regulation, integrates the large shop regulation system abroad and then suggests that the government should regulate hypermarkets in Shanghai. Regulation means including macro and the micro-guided control etc. In view of hypermarket shuttles invade trade area mutually, the dissertation makes relevant suggestions on shuttles regulation. It suggests that hypermarket must turn into community shopping center to form hierarchy commercial system in which different formats development orderly from market perspective. So hypermarket can adapt the upgrade multi-Format demands of residents.