Study Of Urban Space Of Consumption Under The Influence Of Location-based E-Marketing

Along with the diversification and promotion of status of consumption space in the whole urban space, the mobile information technology is developing rapidly, and the e-marketing websites are gradually influencing the behavior of consumers and the space of consumption thanks to the popularity of smart mobile terminals which can provide location-based services, meanwhile internet data mining can be used to support the study of consumer behavior and consumption space. Under these circumstances, the author uses 17115 lines of check-in data collected from Dazhongdianping Nanjing site, to dissect the mechanism and the results of the influence casted by e-marketing platform with the various functions that the consuming information and comment website can provide on consumer behaving process.On the basis of consumer behavior dissection, the author conducts a comprehensive analysis on the characteristics of space-time, category, centre hierarchy of consumption space in metropolitan Nanjing. By comparing the data throughout three years, the author makes judgments of the development trends of the consumption space of this area. After using the internet check-in data which represents the real consuming activities to accomplish the systematic analysis of the space of consumption in metropolitan Nanjing with the introduction of the influence of mobile internet application, the author evaluates related content within the Plan of Nanjing Commerce and Trading Centre System from 2007 to 2020, compared with the conclusion of the analysis above, and gives suggestions to a few commerce centers that were not able to make progress as planned. In the end, the author scrutinizes the exploration of applying web data on the study in this thesis, then brings forward the significance and future application approaches of the internet data to urban space research and urban planning.The author initiates this study on the logical relationship between behavior and space which defines and supports each other. That is why the analysis is carried out following the order from behavior-dissection to space-scrutinization. In the consumption analysis, the author breaks through the traditional frame of commercial geography which mainly emphasizes the retail facilities, and originally utilizes the consumer check-in data from Dazhongdianping to launch the study under the background that MICT has solidly affected each and every aspect of human life. The thesis is a form of supplement and optimization to current study on urban space of consumption, also an exploration of innovative method. The paper consists of six chapters as follow.Chapter One is the introduction, in which the author presents the background, the significance, the objects and the spatial scope of the study, and data collecting process, research method, the framework and basic logic to conduct the study.Chapter Two is the literature review, in which the author summarizes the related research on urban space of consumption, MICT data on urban activity space, and the consumer behavior and space under the influence of internet development, to retrospect the research basis of this paper.Chapter Three is the study of the influencing mechanism of location-based e-marketing on urban consumers’behavior, in which the author elaborates the concept and features of location-based e-marketing. Then through dissecting the function of this e-marketing platform and process of consumer behavior, the author constructs a model of the process in which the location-based e-marketing platform casts its influence on consumers’decision making. Applying space-time route and the relativity analyzing method, along with the interview of website users, the author testifies the results of the influence on consumers’behavior that the model has anticipated.Chapter Four is the space analysis of consumption under influence of location-based e-marketing, in which the author analyzes the temporal and spatial characteristics of the overall and every type of consumption space, based on the category created in this chapter. Then the author identifies the twenty-eight commerce zones in metropolitan Nanjing according to the gather pattern of consuming activities, and builds the hierarchy system of consuming centers based on the quantity and intensity of consuming activities, to which the author also analyzes the combining relationships of different types of consumption space within different grades of consuming centers. Last but not least, by summarizing the consumption changes of the whole area, of each grade of consuming centers, and of every type of consumption space throughout three years from 2011 to 2013,the author concludes the developing trends of Nanjing’s consumption space in near future.Chapter Five is the application on planning, in which the author compares the two similar commerce center hierarchy systems from this thesis and from the Plan of Nanjing Commerce and Trading Centre System from 2007 to 2020, and provides comments and suggestions to the idea and challenges of the Plan. Then in the more open discussion of this chapter on exploration of web data application, on basis of the innovation to use e-marketing web data on this study, the author puts forward the application value of internet data and the details of using internet data on urban-rural planning in each stage which can be realized in future.Chapter Six is the conclusion and discussion, in which the author summarizes the main points of view of this study and presents the important conclusions of the whole thesis. Then the discussion is carried out by doing the introspection on the inner logic relation between behavior study and space analyzation, the original exploration of new method, the blazing new trails of urban consumption space research, and the existing problems, also by doing the prospection of future research out of complement. The whole thesis contains about 72 000 words,94 pictures and charts.