【作者】 刘涛；

【导师】 窦润亮；

【作者基本信息】 天津大学 ， 工商管理， 2019， 硕士

【摘要】 在经济高速发展的社会中,商业选址是企业的一项长期性投资,是以消费者为中心的重要体现,是影响企业盈利模式的决定性因素,也是制定企业发展战略的重要依据。随着我国城镇化的快速发展,核心地段的房地产价位直线上升,企业间争夺优势区位的竞争越发激烈,具有开店潜力的商业选点,已日趋稀少,这就要求商业选址必须要客观精准,更加贴合公司发展战略。本文以A公司为研究应用对象,通过实地调研分析A公司,运用PEST模型对A公司所处宏观环境、行业环境进行分析,提炼关键外部影响因素,结合A公司拥有的资源、能力等关键内部影响因素,运用SWOT模型分析A公司市场竞争所面临的机遇挑战,以及自身的优势劣势。并通过QSPM进行定量评价,得出最优的公司发展战略,明确A公司提高专卖店单店盈利能力的目标。汇聚分析国家统计局、百度地图、移动运营商、大众点评、实地调查等多源数据,构建A公司的5C选址模型,从宏观区域到微观具体店铺的逐层分析,对拟建店进行成本收入分析,评估未来可能盈亏状况,帮助A公司选择最优的专卖店地址,提高单店盈利能力。本文通过A公司这个实例,为商业选址问题的研究提出了新的方法和思路。提出从公司发展角度重新审视商业选址的目标,并且从数据集中甄选出对商业选址具有影响的相关特征指标,并以此构建出包含相关特征指标影响因素的商业选址模型,然后,将各项数据引入到模型当中进行分析,最终确定拟建店。更多还原

【Abstract】 In a society with rapid economic development,commercial site selection is a long-term investment of enterprises.It is an important embodiment of consumers as the center,a decisive factor affecting the profit model of enterprises,and an important basis for formulating corporate development strategies.With the rapid development of China’s urbanization,the real estate price in the core area has risen steadily,and the competition among enterprises for competitive advantage has become more and more fierce.The commercial selection with potential for opening a store has become increasingly rare.This requires that the location of the business must be objective and accurate.More in line with the company’s development strategy.This paper takes a company as the research application object,analyzes a company through field research,analyzes the macro environment and industry environment of a company by using the peer model,refines key external influence factors,and combines key internal influences such as resources and capabilities owned by a company.Factors,using the swot model to analyze the opportunities and challenges faced by a company’s market competition,as well as its own advantages and disadvantages.Through quantitative evaluation by qspm,the optimal company development strategy is obtained,and the goal of a company to improve the profitability of a single store in a specialty store is clarified.Convergence analysis of national statistical bureaus,Baidu maps,mobile operators,public comments,field surveys and other multi-source data,build a company’s 5c location model,from the macro-region to the micro-level store-by-layer analysis,the proposed store Cost and income analysis,assessing the possible future profit and loss situation,helping a company to choose the best store address and improve the profitability of single store.This paper proposes new methods and ideas for the study of commercial location problems through the example of company a.It proposes to re-examine the objectives of commercial location from the perspective of company development,and select relevant features that have an impact on commercial location from the data set.Indicators,and thus construct a business location model containing the influencing factors of relevant feature indicators,and then introduce various data into the model for analysis,and finally determine the proposed store.更多还原