The Study On Site Selecting Model Of Small Chain Supermarket

As the increasingly competition of those large-scale supermarkets, some smallsupermarkets are developing step by step in china. It is the main problem for chainsmall supermarkets to select the location of the retail shop, and it is vital for thedevelopment of the chain supermarkets that the reasonable network allocation. In thethesis, it is to construct the location model of the chain small supermarket, and thegaming analyzing of site selecting will be discussed.In the thesis, firstly, it is analyzed that the operational characteristic and thelocation principle of the chain small supermarkets, and the influence factor oflocating is also studied.The external influence factor is studied from the populationdistribution、urban facilities、competitive context, and the inner influence factor isstudied from commodity price、 shop area,which will pave the way for thefoundation of Site Selecting model and the gaming analyzing.Through analyzing and comparing the former location model, and combiningwith the operational characteristic of the chain small supermarkets, it is selected thatthe competitive location model as the foundation basis of the site selecting model. Itis considered that the main factor to select certain supermarket to consumers is theobtained utility from supermarket in the thesis. Base on the retailing attraction theory,the traditional utility function is improved through introducing the price index andshop area,and the one-dimension site selecting model and the two-dimension siteselecting model is respectively founded on the base of the improved utility function.It is the objective function that the profit maximization, and the service radius isdecision variable, which is gotten through solving function extreme, as a result thesite selecting model has been founded.As the model is deduced in the assumption that the commodity price and shoparea are invariable, however, the commodity price and shop area are also changed infact.Therefore, the gaming analysis is expand based on the Stackelberg model, theNash Equilibrium of the commodity price and shop area is gotten in the first stage of gaming analysis,the Nash Equilibrium of trading area is gotten in the second stage ofgaming analysis, thus the problem of enterprise pricing and location is solved.