The Research Of Site Selection For Outlet In Pudong New Area By Bailian Group

With the rapid development of department store industry in Shanghai,Bailian Group is considering open one or two shopping centers in PudongNew Area in the near future. But with such high rental cost these years, it’s abig problem for the executive team to choose the best location and optimizethe profit on sales.This thesis consists of five chapters, from the development of thedomestic retail industry to location methods and then comes to analysis andsuggestion, which shows analysis methods for Outlet Project of BailianGroup in Pudong New Area. The first section has introduced the backgroundand intention of this thesis. The second section talks about the study ondevelopment of department stores and location factors, analyzes the domesticand especially the development conditions of Shanghai department storeindustry, considering the factors of department store location, and analysisthe main business district in Pudong New Area.The considerable types of stores and description of outlets are also contained. The third section is "theresearch of department store location method".Through "traditional AHP"method and "fuzzy analytic hierarchy process" we carry out theoreticalanalysis. The forth chapter is "the result and analysis", which is carried out byweight analysis and framework for consistency verification. The fifth chapteris "analysis and recommendations", and we provide the management team ofBailian Group with reasonable suggestions through theoretical results oflocation in Pudong New Area.Hereby we confirm that the most important impact on business locationare business circle, urban planning, development potential, which we shouldpay more attention to.