The Optimization Of The Shop Location Decision Of Shenzhen Yunfang Company

Shop location is a long-term investment,which is at stake in the future economic benefits and development prospects.Thus,shop location is the most crucial step to achieve the strategic distribution in the fierce market competition.As for chains management enterprise,the establishment of shop location decision-marking is one of the important tasks of its management and operation.,Since 2010,the housing market is continually hot in Shenzhen.In order to maximize the customer resources,the agency of real estate continuously strengthen the strategic layout of their stores,expand the store market coverage,enhance the competitiveness of its stores and the capacity of its customer-service.Therefore,it is the core issue that Shenzhen real estate agency needs to solve how to choose the site scientifically to avoid the later operation limitation and investment failure caused by improper site selection.Under this background,based on the relevant theory of location theory and the comprehensive analysis of documents,this paper takes Shenzhen Yunfang as the research object to make discussion.First of all,elaborating the decision-making process of the present shop location of the company and analyze the existing problems and their causes through Iceberg Model and Fishbone Diagram.Secondly,putting forward the optimization scheme of the company’s location decision included perfecting the standard process of the shop siting in early stage and the later stage of shop location decision,optimizing the evaluation index system of store location decision,utilizing AHP Analytic Hierarchy Process to weigh setting the index of location decision-making,using the 0-1 Linear Programming Model to pin down the optimal schedule.At last,taking the expanding store location decision of the company’s luxurious area as the case,this paper makes comprehensive analysis of its application effect and points out the further pilot study.The decision-making optimization scheme put forward in this paper is not only applicable to the shop location decision-making of Shenzhen Yunfang all over the country but also provide reference to the shop location decision-making of domestic peer companies.This paper broadens the research perspective of the shop location decision-making,enrich the method and to some extent,provide a set of practicable operation examples for the shop location decision for all kinds of large and medium-sized brand chain enterprises in the domestic tertiary industry.