Analysis Of Trading Area Based On Multiple Market Area Model

Trading area is the result of the interaction between commercial facilities (supply-side) and consumers (demand-side). As the core of commercial facility location, occupied an important position in the management strategy of commercial facilities. By reading and combing a large number of literature, we find the traditional trading area analysis method studies the structure of trading area and market segmentation from a single point of distance. The definition of the trading area, it is pointed out that trading area is the location of the retail store as the center, along a certain direction and distance, the range of attracting customers. In short, the trading area is the geographical area of the retailer to attract its customers, which is the geographical scope of the customers to buy goods. In this definition, it is not clear that the spatial layout of the trading area is continuous or adjacent, so the traditional analysis method of the trading area is only from the perspective of distance. From the perspective of market area, this paper integrates the existing market analysis method and proposes multiple market domain model. First, it is based on visiting rate cumulative, including adjacent market area and quotient market area; Second, it is based on trips share, including the strongest occupation market area and competitive market area. We analyze the advantages and disadvantages of the market area and adjacent market area is contrasted with quotient market area, the strongest occupation market area and competitive market area. It explains the shortage of adjacent market area, through the interaction of multiple market area, is more conducive to identify effective market and accurate segmentation of the market.As the main carrier of the commercial city, shopping center focuses on the different type, size and format of a series of commercial facilities, comprehensive and dissimilation to meet residents in multi-level consumer demand, and has important function in the development of the city. This paper utilizes the anonymous cell phone signaling data of 15 Shanghai municipal shopping centers and uses visualization tools and spatial statistical indicators to engage a deep discussion about the characteristics of patronage behavior, weekend and weekday time concentration characteristics of shopping centers, spatial characteristics, such as the average travel distance and distance coefficient of friction.According to the characteristics of time and space index, system clustering analysis was carried out on the shopping centers, and shopping centers are divided into commercial, business, tourism and transport type. Finally, East Nanjing Road, Lujiazui, Xujiahui shopping center in Shanghai are selected as the cases to empirical analysis multiple market area model.Research shows that the proximal market area model is not accurate to analysis market, and cannot determined on market segmentation and market attributes. Compared with the traditional trading area analysis method, quotient market, area is important to effective flow and a high density of passenger traffic marketing, competitive market area is of significance to effectively expand market share and a clear market positioning,the strongest occupation market area is suitable for market marketing strategy and market brand promotion. For the market area, different methods have different results. In the actual trading area analysis, according to their own needs,retailers should choose a suitable market area model. Not only can help retail enterprises to further clarify the function of positioning, targeted to adjust the management structure, carry out marketing, improve the ability to grasp the target market, and increase the operating efficiency. At the same time, it contributes to help grasping the direction of Shanghai commercial development, and provide a basis for government departments of urban retail commerce for correct layout and function adjustment, enhance level of the construction and development of urban retail commerce;Of course, there are still some shortages in data screening and data accuracy. In the market area partition units and market possession rate of statistical indicators,we fail to fully consider the influence factors, which needs to be given further attention in the future research and improvement.