مکان یابی فروشگاه زنجیره ای درکلان شهررشت باترکیبANP وGIS
محورهای موضوعی : مدیریت صنعتی
Abbas Shahnavazi
1
(Student of Phd in Marketing Management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
VahidReza Mirabi
2
(Business Management Department, Tehran Central Branch, Islamic Azad University, Tehran, Iran)
Farideh Haghshenas Kashani
3
(Department of business management, Central Tehran Branch, Islamic Azad University, Tehran, Iran)
Kambiz Shahroodi
4
(Department of business management,Rasht Branch, Islamic Azad University, Rasht-Iran)
کلید واژه: Multi-Criteria Decision, مکان یابی, Positioning, network analysis process, تصمیم گیری چندمعیاره, فرایندتحلیل شبکه ای,
چکیده مقاله :
تصمیم گیری درزمینه آمیخته توزیع بازاریابی ودر راس آن انتخاب مکان بهینه جهت احداث فروشگاه های زنجیره ای به عنوان یک موضوع استراتژیک، از نظرسرمایه گذاران بخش خصوصی از اهمیت بالایی برخوردار است. هدف این پژوهش مکان یابی بهینه فروشگاه های زنجیره ای کلان شهر رشت، بااستفاده ازتکنیک تصمیم گیری چندمعیاره می باشد. تحقیق حاضر از لحاظ هدف تحقیق یک تحقیقی کاربردی و از لحاظ روش تحقیق ، توصیفی و از نوع پیمایشی محسوب می شود. ابتدا با بررسی پیشینه پژوهش شاخص های کمی وکیفی موثر در تعیین مکان فروشگاه های زنجیره ای شناسایی گردیده و داده های مورد نیازازطریق پرسشنامه و مصاحبه از متخصصین آشنا به زمینه تحقیق جمع آوری و بومی سازی گردید سپس ازطریق فرایند تحلیل شبکه ای به پالایش و اولویت بندی شاخص ها پرداخته شد و در نهایت بعد از تهیه لایه های اطلاعاتی در محیط سیستم های اطلاعاتی جغرافیا و انجام فرایند تحلیلی، سیزده مکان بهینه برای احداث فروشگاه زنجیره ای درکلان شهررشت پیشنهاد گردید.
From private section investors’ point of view taking the decision on marketing mix distribution and at the top of it selecting the best place for construction of chain stores as a strategic issue enjoys high importance. The study is aimed to find the best place for construction of large chain stores in Rasht using multi-criteria decision (MCD) techniques. The current study is an applied research in terms of aim and is a descriptive survey methodologically. First important quantitative and qualitative indicators in determining the location of chain store were identified by reviewing the research history and required data was collected and localized through questionnaires and interviews with experts familiar with the research. Then, through network analysis process the indicators were refined and prioritized. Finally, after preparing data in geographic information systems and doing analysis processes, thirteen optimal places for the construction of chain stores in Rasht were proposed.
Aghaei et al (2014). Scenario-based dynamic economic emission dispatch considering load and wind power uncertainties. Journal of Electrical Power & Energy Systems, 47, 351-367.
2- Applebaum, W. (1966). Methods for determining store trade areas, market penetration, and potential sales. Journal of Marketing Research,3:127-41.
3- Arnold et al (1983). Determinant attributes in retail patronage: Seasonal,temporal, regional, and international comparisons. Journal of Marketing Research, 20, 149-157.
4- Berman, B. & Evans, J. (2012). Retail management: A strategic approach. International Journal of Supply Chain Management, 9: 129-133.
5- Cheng et al (2014). A GIS approach to shopping mall location selection. Journal of Building and Environment, 42: 884 -892.
6-Cottrell, J. (1973). An environmental model of performance measurement in a chain of supermarkets.Journal of Retailing, 49: 51 63.
7-Drezner, Z .& wesolowsky, G.(2014). location of multiple –boxiovs facilities” Journal of operation research society of America, 19:193-202.
8- Drezner, T. (1994). Optimal continuous location of a retail facility, facility attractiveness, and market share: An interactive model. Journal of Retailing,70: 49-64.
9-Durvasula et al (2014).Retail store location selection problem with multiple analytical hierarchy process of decision making an application in Turkey, 8th International Strategic Management Conference, Procedia - Social and Behavioral Sciences, 58: 1405-1414.
10-Eldin, N.,&Sui, D. (2003)A COM-based Spatial Decision Support System for Department store Site Selection, Journal of Geographic Information and Decision Analysis, 7:72 -92.
11-Erbiyik el al.(2012).Retail store location selection problem with multiple analytical hierarchy process of decision making an application in Turkey, Journal of Social and Behavioral Sciences, 58:1405-1414.
12-Gautschi, D. (1981) Specification of patronage models for retail center choice, Journal of MarketingResearch, 18 : 162-174.
13-Ghosh, A. & Craig, S. (1983) Formulating retail location strategy in a changing environment. Journal of Marketing, 47, 56 68.
14-Ghosh, A. & McLafferty, S (1987). Location strategies for retail and service firms. Lexington, MA:Lexington Books.
15-Gilbert, D. (2005), Retail marketing management. (1st ed.), Pearson Education Limited, England.
16-Grewal et al (2014) Customer experience management in retailing: An organizing framework. Journal of Retailing, 85: 11- 34.
17-Hasty, R. & Reardon, J. (1997). Retail management. Mcgraw-Hill Compnay, Inc., USA: McGraw-Hill.
18-Hoch et al (2009). Determinants of store-level price elasticity.Journal of Marketing Research, 53, 17 29.
19-Ingene, C. & Lusch, R. (1980). Market selection for department stores. Journal of Retailing, 56: 21 40.
20-Ingene, C. A. (1984) Productivity and functional shifting in spatial retailing: private and social perspectives. Journal of Retailing, 60: 15- 36.
21-Jharkharia, S. & Shankar, R. (2014), Selection of logistics service provider: An analytic network process (ANP).Omega, 3: 274-289.
22-Karande, K. & Lombard, J. (2009). Location strategies of broad-line retailers: an empirical investigation. Journal of Business Research, 58: 687 -695.
23-Kotler, P. (1971). Marketing Decision Making: A Model Building Approach. Holt, Rinehart and Winston,Inc, New York.
24-Kumar, V. & Karande, K. (2013). Effect of retail store environment on retailer performance, Journal of Business Research, 49, 167 181.
25-Kuo et al (2014). A decision support system for selecting convenience store location through integration of fuzzy AHP and artificial neural network. Journal of Computers in Industry, 47: 199-210
26-Levy, M. & Weitz, A. (1998). Retailing management. (3rd ed.). Irwin, McGraw-Hill Companies Inc.:US
27-Li, Y. & Liu, L. (2012). Assessing the impact of retail location on store performance: A comparison of Wal-Mart and Kmart stores in Cincinnati. Journal of Applied Geography, 32, 591-600.
28-Lin et a l (2009) "Research on using ANP to establish a performance assessment model for business intelligence systems", Journal of Expert Systems with Applications, 36: 4135-4146.
29-Lord, J. & Lynds, C. (1981). The use of regression models in store location research: a review and case study. Journal of Akron Business and Economic, 2: 1319-214.
30-Mendes, A. & Themido, I. (2010). Multi-outlet retail site location assessment. International Transactions in Operational Research, 19, 1 18.
Pope et al (2013). A multiple-attribute decision model for retail store location.
Journal of Retailing, 55: 56-71.
31-Reinartz, W. & Kumar, V. (2011). Store-, market-, and consumer-charactersitics: the drivers of store performance. Journal of Marketing Research, 10: 5-22.
Sadeghi,F (2012). Investigate the factors that influence on chain store sales in western provinces(master's thesis). Islamic Azad University .Arak Branch
32-Tzeng, G. H., Teng, M.H., Chen, J.J. & Opricovic, S. (2014). Multicriteria selection for a restaurant location in Taipei. Journal of Hospitality Management, 21, 171 187.
33-Timmermans, H. (2015). Locational choice behaviour of entrepreneurs: an experimental analysis. Journal of Urban Studies, 7: 231-240.
34-Walters, R. & MacKenzie, S. (1988). A structural equations analysis of the impact of price promotions on store performance. Journal of Marketing Research, 25, 51 63.
35-Wongleedee ,K.(2015). Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets: Journal of Engineering Management,34: 1148-1153
36-Yanget et al (2014). Location selection based on AHP/ANP approach. International Conference on Industrial Engineering and Engineering Management, 128-143.
_||_1- Aghaei et al (2014). Scenario-based dynamic economic emission dispatch considering load and wind power uncertainties. Journal of Electrical Power & Energy Systems, 47, 351-367.
2- Applebaum, W. (1966). Methods for determining store trade areas, market penetration, and potential sales. Journal of Marketing Research,3:127-41.
3- Arnold et al (1983). Determinant attributes in retail patronage: Seasonal,temporal, regional, and international comparisons. Journal of Marketing Research, 20, 149-157.
4- Berman, B. & Evans, J. (2012). Retail management: A strategic approach. International Journal of Supply Chain Management, 9: 129-133.
5- Cheng et al (2014). A GIS approach to shopping mall location selection. Journal of Building and Environment, 42: 884 -892.
6-Cottrell, J. (1973). An environmental model of performance measurement in a chain of supermarkets.Journal of Retailing, 49: 51 63.
7-Drezner, Z .& wesolowsky, G.(2014). location of multiple –boxiovs facilities” Journal of operation research society of America, 19:193-202.
8- Drezner, T. (1994). Optimal continuous location of a retail facility, facility attractiveness, and market share: An interactive model. Journal of Retailing,70: 49-64.
9-Durvasula et al (2014).Retail store location selection problem with multiple analytical hierarchy process of decision making an application in Turkey, 8th International Strategic Management Conference, Procedia - Social and Behavioral Sciences, 58: 1405-1414.
10-Eldin, N.,&Sui, D. (2003)A COM-based Spatial Decision Support System for Department store Site Selection, Journal of Geographic Information and Decision Analysis, 7:72 -92.
11-Erbiyik el al.(2012).Retail store location selection problem with multiple analytical hierarchy process of decision making an application in Turkey, Journal of Social and Behavioral Sciences, 58:1405-1414.
12-Gautschi, D. (1981) Specification of patronage models for retail center choice, Journal of MarketingResearch, 18 : 162-174.
13-Ghosh, A. & Craig, S. (1983) Formulating retail location strategy in a changing environment. Journal of Marketing, 47, 56 68.
14-Ghosh, A. & McLafferty, S (1987). Location strategies for retail and service firms. Lexington, MA:Lexington Books.
15-Gilbert, D. (2005), Retail marketing management. (1st ed.), Pearson Education Limited, England.
16-Grewal et al (2014) Customer experience management in retailing: An organizing framework. Journal of Retailing, 85: 11- 34.
17-Hasty, R. & Reardon, J. (1997). Retail management. Mcgraw-Hill Compnay, Inc., USA: McGraw-Hill.
18-Hoch et al (2009). Determinants of store-level price elasticity.Journal of Marketing Research, 53, 17 29.
19-Ingene, C. & Lusch, R. (1980). Market selection for department stores. Journal of Retailing, 56: 21 40.
20-Ingene, C. A. (1984) Productivity and functional shifting in spatial retailing: private and social perspectives. Journal of Retailing, 60: 15- 36.
21-Jharkharia, S. & Shankar, R. (2014), Selection of logistics service provider: An analytic network process (ANP).Omega, 3: 274-289.
22-Karande, K. & Lombard, J. (2009). Location strategies of broad-line retailers: an empirical investigation. Journal of Business Research, 58: 687 -695.
23-Kotler, P. (1971). Marketing Decision Making: A Model Building Approach. Holt, Rinehart and Winston,Inc, New York.
24-Kumar, V. & Karande, K. (2013). Effect of retail store environment on retailer performance, Journal of Business Research, 49, 167 181.
25-Kuo et al (2014). A decision support system for selecting convenience store location through integration of fuzzy AHP and artificial neural network. Journal of Computers in Industry, 47: 199-210
26-Levy, M. & Weitz, A. (1998). Retailing management. (3rd ed.). Irwin, McGraw-Hill Companies Inc.:US
27-Li, Y. & Liu, L. (2012). Assessing the impact of retail location on store performance: A comparison of Wal-Mart and Kmart stores in Cincinnati. Journal of Applied Geography, 32, 591-600.
28-Lin et a l (2009) "Research on using ANP to establish a performance assessment model for business intelligence systems", Journal of Expert Systems with Applications, 36: 4135-4146.
29-Lord, J. & Lynds, C. (1981). The use of regression models in store location research: a review and case study. Journal of Akron Business and Economic, 2: 1319-214.
30-Mendes, A. & Themido, I. (2010). Multi-outlet retail site location assessment. International Transactions in Operational Research, 19, 1 18.
Pope et al (2013). A multiple-attribute decision model for retail store location.
Journal of Retailing, 55: 56-71.
31-Reinartz, W. & Kumar, V. (2011). Store-, market-, and consumer-charactersitics: the drivers of store performance. Journal of Marketing Research, 10: 5-22.
Sadeghi,F (2012). Investigate the factors that influence on chain store sales in western provinces(master's thesis). Islamic Azad University .Arak Branch
32-Tzeng, G. H., Teng, M.H., Chen, J.J. & Opricovic, S. (2014). Multicriteria selection for a restaurant location in Taipei. Journal of Hospitality Management, 21, 171 187.
33-Timmermans, H. (2015). Locational choice behaviour of entrepreneurs: an experimental analysis. Journal of Urban Studies, 7: 231-240.
34-Walters, R. & MacKenzie, S. (1988). A structural equations analysis of the impact of price promotions on store performance. Journal of Marketing Research, 25, 51 63.
35-Wongleedee ,K.(2015). Marketing Mix and Purchasing Behavior for Community Products at Traditional Markets: Journal of Engineering Management,34: 1148-1153
36-Yanget et al (2014). Location selection based on AHP/ANP approach. International Conference on Industrial Engineering and Engineering Management, 128-143.