Research On Index System Of Chain Hypermarkets' Site Selection

Supermarket has developed first from the United States since 1930s, started in China in the early 1990s and rapidly developed since then. This new retail format became the preferred shopping place because it adapted to consumer structure and purchasing behavior. Supermarket sales in China were rapidly developing at the average annual growth rate of 15%. Supermarket site selection impacted on business investment level of efficiency directly, which was related to the further development of the supermarket, thus it was the key to supermarket marketing. Many classical supermarket site theory and model have been formed in foreign countries, guiding and promoting the development of foreign chain supermarkets. Thanks to different supermarket survival environment and shopping habits of residents in China, supermarket site selection index system in foreign countries could not be copied straightly. At present research on domestic supermarkets'site selection theory was quite few with some disadvantages, so to set up an appropriate index system of supermarket site selection according with domestic situation was quite necessary.This paper firstly analyzed domestic and international hypermarkets development situation comparatively at the view of the historical development, and site selection situations of domestic and international chain hypermarkets and existing problems of domestic ones. Based on that, site selection index system of chain hypermarkets was built according to experts research of current chain hypermarkets and universities to test its reliability and validity with the help of mathematical statistics analysis software; then site selection index model was built based on the fuzzy matter-element analysis to calculate the correlation of Vanguard's 20 outlets, and compared those with respective sale to verify the accuracy of the model; Finally, a regression model of each index of site selection index system for chain hypermarkets and each annual sales was built to verify the validity of the index system, and based on the model results this paper proposed developing ways of hypermarkets'site selection.According to the survey papers, there were four arterial indicators and twelve secondary indicators in site selection index system of chain hypermarkets, reliability and validity test results of the index system showed that the index system reliability and validity were preferable with the credibility and reliability; comparative results of model scores based on fuzzy matter-element model and annual sales showed that both of them were basically the same, indicating that the model verified the site selection well and truly; the regression model results showed that there were different degree of correlation strength between the indicators of the index system and annual sales, and those indicators of weak correlation could been explained reasonable, further supporting the empirical results of the index system and strengthening its applicability conclusions; Finally, this paper proposed the direction of the domestic hypermarkets'site selection: to fill the commercial vacuum, to rely on the mature business environment and to compound development by its own.The findings in the papers affirmed the foreign site slection significance.The supermarket site selection index system on the basis of the domestic supermarket site investigation research enriched domestic supermarket site selection theory and helpt decision-makers get rid of immense complex index investigation and make decisions fastly and accurately in the rapidly changing marketplace.