The Spatial Diffusion And Mechanism Of Multinational Chain Catering Enterprises

Spatial diffusion has always been one of the hot topics in the field of urban geography, economic geography and human geography. Catering enterprises as an important part of the urban commercial service industry, the study of spatial diffusion of catering enterprises can not only expand the research contents of the commercial geography of catering enterprises, provide theoretical basis for optimizing the spatial layout of catering enterprises in Fuzhou, And able to understand the spatial distribution characteristics of catering enterprises, to reveal the differences of spatial distribution structure and scale of catering enterprises in different periods, to predict the spatial development trend of catering enterprises; but also can reflect the process of urbanization and the spatial diffusion process of commercial services, which is conducive to the development of urban land use.This paper takes McDonald's and KFC restaurants as the representative of catering enterprises, Mainly studies on the spatial correlation, spatial distribution rule and spatial agglomeration hotspots of McDonald's and KFC restaurants within third ring road in Fuzhou from 1994 to 2014 by use of the spatial autocorrelation, trend surface analysis and kernel density estimation in ArcGIS10.0, to reveal the spatial diffusion process, characteristics and mechanism of transnational chain catering enterprises, In order to provide a theoretical basis for the study of spatial distribution of urban catering enterprises and planning management. The research shows that:Frist, The spatial diffusion of transnational chain catering enterprises within third ring road in Fuzhou follows the rules of "random to cluster to disperse", and distribution of transnational chain catering enterprises are the whole scattered and local agglomeration, the develop-ment of agglomeration areas from a single center to multi center, Dongjiekou district, Taijiang district and Wanbao district, which are the Main hot zones of the spatials distribution of restaurants. Second, The restaurants'are distributed as "finger", which is consistent with the direction of urban spatial expansion, especially the development of new pattern of city commercial space, and the number of transnational chain catering enterprises in the South and west is more than in the north and east in the future. There is unevenly distribtion in the different areas; With the passage of time, there are more and more McDonald's and KFC restaurants in the second ring road and third ring road, so the number of transnational chain catering enterprises gradually tend to be balanced in each ring load; along with the mian line of the sub-density ribbon in the spatial distribution; transnational chain catering enterprises are gathered near the traditional trade area in the spatial distribution. Lastly, the study shows that some factors are affect the spatial diffusion of transnational chain catering enterprises, such as the regional economy, population distribution, road traffic factors, the develompent of urban and policies and regulations and so on.