A Factor System's Construction Of Virtual And Real Dual Retail Location Which Is Based On The Background Of Online Shopping

As one of the most important subjects of human geography and especially of economic geography,retail activities have been paid much attention by geographers.Since twenty-first Century,along with the information and communication technology especially the rapid development of Internet technology,online shopping,as a new form of retail activities,is increasingly integrated into people's lives,and has an important influence on the traditional face-to-face shopping,which led a thinking of geographical scholars about its "geographical problem".Traditional retail location studies only focus on location selection of retail industry in real space,and lack of attention to location selection in virtual network space.Based on the actual situation of a dual perspective,and on the concept of virtual location,we rebuilt the retail location selection factor system,compared and analyzed the factor system of two kinds of space.Finally,we verify the rationality and scientificity of virtual location selection factor system of retail through the empirical investigation about the virtual location selections of Qinghe cashmere businesses.Research shows:(1)The location theory of traditional retailing is a location selection theory under the realistic space.The influencing factors system mainly includes 7 primary factors,such as market,retail industry format,distance and transportation,land rent,competition and symbiosis,policy and decision maker,26 secondary factors and 53 three-level factors.(2)The virtual location should be included in the research category of the retail location theory.Virtual location refers to the location selection of network shops in virtual network space.Virtual location selection factor system includes 2 primary factors which are platform and seller,13 secondary factors which are the platform registered users,the platform registered users' growth potential,build a platform or not,trading object of the platform,select a comprehensive platform or professional platform,the number of e-shops,platform market share,platform rent,platform rules,seller's character,seller's sales qualification,level and operation ability of the seller,decision-making ability of the seller,and 28 three-level factors.(3)According to the corresponding situation of the virtual factor system and reality factorsystem,its corresponding relations are more complex at all levels.there are one to many correspondence and many to one correspondence,and the latter pays more attention to the 6secondary factors deduced from the retail industry.(4)Accoding to the survey on location of network shops of Qinghe cashmere businesses,we found the factors affecting their virtual location are basically consistent with the virtual location factor system established in this paper,but the factor presentation and the range of action are different.