Study On The Differences And Influencing Factors Of Community O2O Online And Physical Commercial Spatial Distribution In Guangzhou

As an important part of China's current commercial structure,community commerce is referred to as “the last mile of urban commerce”.In the context of the booming e-commerce,community O2 O has penetrated into the community residents' lives and gradually influenced the spatial distribution of community commerce within the city.At present,the urban planners are re-examining and understanding community space under the guidance of the “community life circle” theory.The development of big data and geographic space information technology just provide a favorable research tool.The key to the research is to scientifically understand the differences and influencing factors of community online and physical commercial spatial distribution.This research not only has positive significance for improving the relevant theories of community commercial spatial distribution,but also has great reference value for guiding relevant planning practices.This article takes Guangzhou as an example,based on the location distribution data of community,community online and physical commercial shops in the city.According to the characteristics of community O2 O commerce development,Guangzhou community online and physical commerce are divided into four categories: dining catering,casual catering,supermarkets and convenience shops,fresh food.From the three perspectives of spatial format,spatial distribution and spatial scale,this paper conducts an empirical study on the characteristics of the spatial distribution of community online and physical commerce in Guangzhou and its influencing factors.Firstly,using ArcGIS,Geoda and other software to qualitatively observe and measure the spatial distribution difference characteristics.Secondly measure the difference in spatial scale by constructing difference index.Use spatial autocorrelation methods to analyze its spatial agglomeration and correlation.Then take the difference index as the dependent variable and use the spatial and external models to analyze the global and local effects of the direct influencing factors.Finally,use qualitative external combing methods to analyze the external environmental influencing factors.The analysis of the difference in the overall spatial distribution of the community online and physical commerce in Guangzhou shows that:(1)On the macro scale,Guangzhou community online and physical commercial space has obvious spatial differences in the central urban area.The community online commercial space presents a “single-center” distribution structure,while the physical commercial space is a “multi-core” distribution structure.(2)On the micro scale,both types of commercial shops have shown a strong trend toward the street,and community online commercial shops began to show a trend of penetration into the interior of the plot.(3)The difference index is gradually reduced from the central city to the peripheral urban area,and its spatial distribution has significant spatial correlation.(4)The global analysis results show that traffic factors,housing price factors and community O2 O consumption factors are the main factors affecting the spatial distribution difference between Guangzhou community online and physical commerce.(5)The local analysis results show that the influencing factors have significant regional differences in the effects of community online and physical commercial spatial scale differences.(6)The qualitative analysis of external environmental factors shows that the historical and cultural inheritance of the city lays the foundation for the development of the commercial spatial distribution of the community,the development of real estate affects the growth direction of the commercial spatial distribution of the community,and the overall framework of urban planning and policy to grasp the layout of the commercial spatial distribution of the community.The analysis of the differences in the overall spatial distribution for different types of Guangzhou community online and physical commerce shows that:(1)The spatial distribution patterns for various types of community online commerce are similar,and present the singlecenter structure with the urban core axis area of Tianhe District as the main core,while the spatial distribution patterns of various physical commerce are quite different.(2)The demands for the frontier location of various types of community online commercial shops are quite different,among which the demand for casual catering is the smallest,while the demand for supermarkets and convenience shops is the largest.The demands for commercial location of various community shops are relatively consistent.(3)The difference index of dinner catering,casual catering,supermarkets and convenience shops present the spatial distribution characteristics of “central city-suburb” polarization and they all have significant spatial correlation.(4)The results of the global influencing factors show that there are significant differences in the effects for different types of influencing factors.The dining catering category is most sensitive to location and technical factors.Casual catering category,supermarkets and convenience shops category are both sensitive to traffic factors,housing price factors,community O2 O consumption factors.Fresh food category is sensitive to traffic factors,housing price factors,location factors.