Trading-Area Analysis参考.ppt

* * * * * * * * * * * * * * * * * * * * * * * * * * * * * Benefits of Trading-Area Analysis Discovery of consumer demographics and socioeconomic characteristics Opportunity to determine focus of promotional activities Opportunity to view media coverage patterns Assessment of effects of trading area overlap Ascertain whether chain’s competitors will open nearby Discovery of ideal number of outlets, geographic weaknesses Review of other issues (e.g. transportation) * Figure 9-2: The Trading-Areas of Current and Proposed Outlets * GIS Software Geographic Information Systems Digitized mapping with key location-specific data used to graphically depict trading-area characteristics such as population demographics data on customer purchases listings of current, proposed, and competitor locations * Figure 9-3(A): GIS Software in Action * Figure 9-3(B): GIS Software in Action * Figure 9-3(C): GIS Software in Action * Figure 9-3(D): GIS Software in Action * Figure 9-4: The Segments of a Trading-Area * Figure 9-5: Delineating Trading-Area Segments * The Size and Shape of Trading-Areas Primary trading-area 50-80% of a store’s customers Secondary trading-area 15-25% of a store’s customers Fringe trading-area all remaining customers * Destination Versus Parasite Stores Destination stores have a better assortment, promotion, and image. They generate trading-areas much larger than competitors. Dunkin’ Donuts: “It’s worth the trip!” Parasite stores do not create their own traffic and have no real trading-area of their own. These stores depend on people who are drawn to area for other reasons. * Largest TRADING AREAS Smallest Department stores Supermarkets Apparel stores Gift stores Convenience stores * The Trading-Area of a New Store Different tools must be used when an area is evaluated in terms of opportunities rather than current patronage and traffic patterns: Trend analysis Consumer surveys Computerized trading-area analysis models * Computerized Trading-Area Analys