Research On The Delimitation Of Trade Area Using Social Media

In the market analysis,the most important step is to delimitate the trade area of commercial facilities.The optimal allocation of urban commercial facilities is of great significance to the development of national economy and the improvement of people's living quality.The data sources of traditional delimitating commercial facilities area are mainly from the collection of customer information by the survey questionnaire.But there are some problem in this way,like the very cost of manpower and material resources,the low feedback rate,and the limited research objects and the samples.During the development and widely use of social media in daily life,resulting in a huge amount data with geographic location information.Social media data are riched in time and space attribute,reflecting people's way of life and the law of movement,which provide us new opportunities and ways to delimitate the trade area of commercial facilities in the era of big data.This thesis based on reviews data of social media,puts forward a delimitation method of trade area by using the improved Huff model.By comparing and analyzing the different models of delimitating trade area,it is found that the improved Huff model proposed in this paper has some advantages.The main work of this research is as follows:(1)Designs the mode using web crawler of comment Web page structure to collect commercial facilities score and user reviews data,and proposes data preprocessing methods according to the research needs,including geographic encoding and data extraction.(2)Finds out method of defining the trade area using an improved Huff model.First gets the customer data;and then calculates the three variables including commercial appeal,travel distance and customer visit probability in the Huff model;and then the study area is divided in different scale grids,,the number of different sign grids are extracted,different factors are selected as commercial facilities are attractive variables;and then corrects Huff model,and chooses the best parameters of Huff model;finally,defines trade regions of shopping center based on improved Huff model,and the results are visualized using ArcGIS desktop tools.(3)Compares the two trade areas that obtained based on improved Huff model and obtained no customer data Voronoi map,spatial accessibility model,and finds that the regional trade Huff model can better define commercial facilities.Based on this,according to the trade area,the author explores the spatial distribution law of the customers.This study is the first attempt to use the social media data with geographical location information and use the improved Huff model to define the trade area.This study explores the possibility of a new type of large scale data source for the definition of the trade area of commercial facilities.After determining the scope of trade,business managers and operators can use this range to identify the source and distribution of customers,estimate the traffic,and targeted advertising and marketing activities.This research has important significance for the research of city commercial development and service function.