零售商業(yè)圈區(qū)位選擇及其問題規(guī)避

朱華友　劉海燕　孟云利

摘要:隨著經(jīng)濟(jì)全球化和我國改革開放的進(jìn)一步發(fā)展,大量國際性商業(yè)特別是跨國企業(yè)進(jìn)駐中國市場。為了擴(kuò)展商圈范圍,提升企業(yè)競爭力,跨國商業(yè)企業(yè)往往選擇那些具有優(yōu)勢的區(qū)位,以達(dá)到策略的可實(shí)施性和目標(biāo)的可實(shí)現(xiàn)性?；谏倘?shí)務(wù)理論,就沃爾瑪超市進(jìn)駐浙江省金華市這一實(shí)例,研究了沃爾瑪商圈的范圍及其實(shí)務(wù),在此基礎(chǔ)上指出沃爾瑪超市在商圈擴(kuò)張過程中應(yīng)該規(guī)避的區(qū)位選擇問題。

關(guān)鍵詞:沃爾瑪;商圈實(shí)務(wù);區(qū)位選擇

中圖分類號:F713.52 文獻(xiàn)標(biāo)識碼:A

Choice of Location and Problem of Circumventment in Retail Trade Circle

ZHU Hua-you,LIU Hai-yan,MENG Yun-li

(School of Tourism and Resources Management, Zhejiang Normal University,

Jinhua 321004,China)

Abstract: With the further development of economic globalization and China′s reform and opening-up, a large number of global business, especially multinational companies enter Chinese market. In order to expand the scope of trade circle and enhance the competitiveness of enterprises, transnational enterprises often choose the places which have the advantage of location, so that they can implement their strategies and achieve the goals. Taking Wal-Mart going into Jinhua of Zhejiang Province for instance, this paper mainly studies the range and practice of Wal-Mart trade circle based on practice theory of trade circle. Then , we point out the problems of location choice which Wal-Mart should avoid when the trade area is expanding.

Key words:Wal-Mart ; practice of trade area ; choice of location

一、商圈理論和商業(yè)區(qū)位

(一)商圈與商圈實(shí)務(wù)

所謂商圈,是指以零售店所在地為中心,沿著一定的方向和距離擴(kuò)展的、能吸引顧客的范圍。簡單地說,就是來店顧客所居住的地理范圍。商圈理論最早是由德國地理學(xué)家克里斯泰勒在20世紀(jì)30年代提出的,即商品和服務(wù)中心地理論。本文所指的零售店的銷售范圍通常都有一定的地理界限,即有相對穩(wěn)定的商圈。不同的零售店由于所在地區(qū)、經(jīng)營規(guī)模和經(jīng)營條件的不同,其商圈的規(guī)模和形態(tài)存在很大差別。同一個零售店在不同的經(jīng)營時(shí)期由于受到不同因素的影響,其商圈規(guī)模也是時(shí)大時(shí)小,商圈形態(tài)表現(xiàn)為不規(guī)則的多角型。為了便于分析,把商圈視為以零售店為中心,向四周展開的同心圓型。商圈包括三個層次,即中心商業(yè)圈、次級商業(yè)圈和邊緣商業(yè)圈。國內(nèi)外學(xué)者對商圈的解釋,可謂五花八門,有“地理范圍”說,有“空間范圍”說,還有“心理范圍”說?！?br>