Analysis On Location Selection Of Shanghai Shopping Center

As a revolutionary product of modern retail industry, shopping mall is a composite industry which is made up of shopping, dining and entertainment. It combines leisure life and culture experience in a comfortable environment which is popular with global consumers, and it has become an important power in retail industry. Shanghai is an outstanding example of Chinese shopping mall, it spent only 20 years to complete the process while western countries spent 60 to 80 years. The explosive growth of shopping mall causes some problems, such as lack of professionals, simplification of financing channel and imbalanced spatial distribution, especially the risk of local spatial imbalance is accumulating rapidly. It is urgent to guide shopping mall scientifically in theory and practice. According the basic principle of retail location theory and aiming at deficiency of shopping mall research, this paper takes Shanghai as an example to carry out a systemic study of location selection. Trying to provide a reference for rational spatial distribution of shopping mall in Shanghai and enrich the theory of retail location study.The GIS basic data of population geography, transportation, second-hand house price, commercial real estate and commercial center are collected. Combine these data with spatial and character information of 112 shopping malls in Shanghai. Through the perspective of spatial imagery, impact factors and location evaluation to analyze the location selection of shopping mall. In the study of spatial imagery, variety spatial index are calculated, found that the location selection of Shanghai’s shopping mall overall experienced three stages:central agglomeration (1993-1998), external diffusion (1999-2005) and regional equilibrium (2006-2013), and it presents characteristics of different periodical space tendency in location direction.In the study of impact factors, through the analysis of principal component stepwise regression model, we found that location factors and non-location factors have different effect on turnover and rent of each square meters, and different types and regional shopping malls also exist different performance in factors. In the study of location evaluation, through the principal component analysis of location factors only, we found that Huangpu and Jingan district have the highest score in location selection and gradually decline toward suburban. But they still have some differences in refined factors from spatial perspective which leads to different location advantages.Indeed, there are still some shortages in data accuracy, sample adequacy and duration. Also, it’s hard to take market factors, such as consumer behavior into account on turnover and rent of each square meters. This needs to be given further attention in the future research and improvement...