Study on Commercial Location of Commercial Location [2]

(I) Macro-commercial location research One of the driving forces of commercial location research at the national level is that the retail industry is becoming a global industry and must be reformed and repositioned according to the rules of the global market. Generally speaking, the macro-business layout is a comprehensive analysis considering the general location principle, focusing on areas with high population density and rapid economic growth. Usually they tend to develop in familiar cities, but familiar cities are not necessarily the best choice. Many factors affecting commercial location and market must be considered, including population, occupation, economy, competition, supply, rules and regulations, international market and other characteristics (John et A 1. , 1993). According to the research needs, these location factors can be considered from the national, regional and urban levels, but the emphasis and weight are different.

Countries and cities with different social backgrounds and stages of economic development have different positions and expectations in the process of business internationalization. Developed countries covet the markets of developing countries. While facing the adjustment of their own commercial structure, developing countries must also deal with the fierce competition of retail giants in developed countries. For example, in Ireland, British chain stores have entered the retail field in Dublin and the latest shopping center in the city. Traditional department stores in Dublin take measures such as extending business hours, increasing parking lots and improving the quality of goods and services, and concentrate on building a retail industry in the city center (Mary, Edmund, 200 1) to cope with the competition.

(II) Research on Meso-commercial Location Theoretically, the urban commercial layout and the choice of commercial centers adopt the polycentric model. However, it is not easy to find the ideal place in a city. It is necessary to collect as many materials as possible and make a detailed analysis in order to make a correct judgment. The main influencing factors of urban commercial location include population characteristics and growth, consumer purchasing power, competition, economic situation, community situation, natural conditions, social and psychological obstacles and local laws (John et A 1. , 1993).

The business circle analysis of potential business locations can examine whether the target market is enough to support these businesses. The location determinants of business circle include store type, store scale, competitors' location, commuting time, distance from residents and service population, natural obstacles and service specialization level. There are two models to determine the business circle: Relly (retail gravity law) and Huff (trade area attraction model). Although the former has some limitations, it is still an effective model to determine the retail scope, while the latter contains more variables and can be used to calculate the number of customers who may patronize a store within a fixed distance. Other methods commonly used in business circle research include automobile license plate analysis, market survey (including personal interviews, emails and telephone calls) and customer tracking analysis (George et A 1. 1994). The comprehensive application of different methods can improve the accuracy of business circle analysis.

(III) Study on the Location of Wechat business The location of micro-stores is carried out after the city's commercial location and business circle scope are determined, and the ideal goal is spatial monopoly. The location factors that affect the choice of shops include: interception, that is, choosing the main road between residential areas and traditional commercial areas, that is, avoiding the competition of traditional commercial areas and being closer to tourist sources; Accessibility, including transportation facilities that consumers can easily get in order to arrive smoothly, and parking facilities that are easily available around the store; Pedestrian traffic, avoiding pedestrian obstacles, such as intersections and narrow passages where trucks pass; Compatibility, the success of some stores lies in sharing customers with others, such as fashion clothing stores and shoe stores, jewelry stores and hair salons, which can achieve the effect of letting customers enjoy * * * * *; Consumption image of shopping area, regional historical and commercial situation, foreign consumption situation (John ETA 1. , 1993). Among these factors, accessibility is particularly important. Merchants can increase the attraction of business districts by owning large parking lots. The distance of parking lot and the accessibility of facilities have great influence on business development. For this reason, statistical models for predicting the layout of businesses and parking spots came into being. The suitable location of retail stores must be the best combination of the above natural and social characteristics. However, it is the local government that can determine the retail location and whether these factors can be optimized as a whole, because the policies that directly determine the retail location are formulated by local governments. Local governments have the right to decide the distribution of land, the redistribution of property, the type and structure of buildings, their use density and spatial interval, and can also encourage the redevelopment of old business districts by providing parking lots and land. The government generally adopts five types of public intervention, which comes from land use planning, such as location constraints, price policy, business structure, efficiency and consumer protection, and the latter four factors indirectly affect retail location (Dawson, 1980).

(4) The research on location selection, commodity placement and commodity classification of commercial facilities in shopping malls has recently attracted the attention of scholars. Commodity classification can not only play an important role in meeting consumers' needs, but also affect shoppers' purchasing needs and preferences. At the same time, consumers' buying habits also affect the decision of commercial location. Retailers can also show their individuality by adjusting the way goods are displayed, thus improving the possibility of goods being purchased (Itamar. 1999).

K.Campo and others collected and expanded the previous research on market geography, put forward a research framework on the influence of shopping center characteristics on product classification and shopping center function, and based on this, established a flexible program to evaluate the influencing factors of location, and deduced the optimal spatial allocation rules of different location levels. When allocating shopping center space, merchants should adapt to different classified attraction factors based on location, diagnose whether the space allocation of shopping centers is appropriate, and guide the overall benefit growth of retail industry (K. K.Campo et a 1.2000). Pierre Desmet and others put forward an empirical formula to evaluate the elastic space of shelves, which shows that the elasticity of commercial space increases with the increase of incentive to buy this product, regardless of the type of store. The direct result of the change range of spatial elasticity evaluation relative to product classification is to put forward spatial allocation rules on the basis of spatial elasticity continuity (Piere, Valerie, 1998). These studies can enable merchants to classify goods according to consumers' buying habits, and also facilitate consumers to compare prices and quality.