北京购物中心区位选择的实证分析——以八城区代表性的购物中心为例

An Empirical Analysis on Location Choice of Shopping Malls in Beijing——Taking the Representative Shopping Malls in Beijing's Eight Urban Districts as Example

中文关键词:  Huff概率模型  购物中心  区位选择

英文关键词:Huff Probability Model  shopping mall  location choice

中文摘要:

      作为零售业最高业态的购物中心,准确的区位选择是其获得成功的重要前提。本文选取北京主城区八个有代表性购物中心为样本,利用Huff概率模型探讨了北京五环以内各环线消费者到八大购物中心的出行时间和购物中心营业面积对消费者购买力的影响。通过回归分析得出,八个购物中心营业面积对消费者购物意愿的影响不大;各环线消费者到八个购物中心的出行概率与出行时间成反比,即购物中心的区位直接影响到消费者的光顾及频率。

英文摘要:

      As the highest business format in retail industry,shopping malls should have an accurate location choice,which is an important prerequisite for success.This paper selects the eight representative shopping malls in Beijing's major urban districts as sample,and using Huff Probability Model,it discusses the influence of travel time and business area upon purchase power of the consumers who live within Five Rings in Beijing.The regression analysis shows that business area of the eight shopping malls have very little impact on consumers' shopping intention,and the probability for consumers to go shopping in the eight shopping malls is inversely proportional to their travel time there,i.e.the location of shopping malls has a direct influence on consumer's patronage and frequency.