Research On Enterprise Location Based On Consumer Convenience Perception

The retail industry developed quickly with the rapid development of China market economy in recent years.The competition among retail enterprises become fiercer with the appearance of new retailing,how to attract consumers to store and increase the convenience of consumers has become one of the research focuses on the location of enterprise shopping malls in recent years.Corporation D has developed rapidly since it joins the Chengdu marketing in 2008.It began to face the problems such as the decline of customer unit price and the gradual decrease of customer flow to the store since 2018.At the middle of 2018,D Corporation Chengdu Branch proposed to be customer-oriented and incorporate customer preference factors into the existing enterprise location strategy to enhance the convenience of customers to the store and attract more customers to shop for offline consumption.How to attract consumers to shop and increase the convenience of consumers has become one of the research focuses on the location of enterprise shopping malls in recent years.How to attract consumers to shop and increase the convenience of consumers has become one of the research focuses on the location of enterprise shopping malls in recent years.In my graduation thesis study takes the D Corporation Chengdu branch’s W project as the study object,and focuses on the demand of D enterprise to enhance the convenience of customers to the store and attract more customers to the store for offline consumption.At first,it combs the concept of convenience,enterprise location strategy,consume preference and other content,and establishes the consumer convenience perception system according to the existing research content.Then,the consumer convenience perception is studied by means of expert survey and questionnaire survey,which involves the model,dimension and weight of consumer convenience perception.The dimensions of consumer convenience perception and the weight variables of each dimension are determined.At the same time,the reliability and validity of the questionnaire data are analyzed.In the study of the W project,the questionnaire survey method is used to invite consumers to score the convenience of the existing alternative addresses of the W project,and statistics of the convenience scores of the two alternative addresses are carried out combined with the existing weight analysis.And give W project location recommendations based on convenience requirements.In the research of D Corporation Chengdu branch’s W project,we’ll sort out the impact of consumer convenience perception on enterprise’s store location and the relationship between consumer convenience and enterprise’s store location.Includes the analysis of convenience in enterprise location and characterization of consumers’ perception of convenience.At the same time,we’ll calculate the weight of each variable of consumer convenience perception to quantify the influence degree and effect.Finally,in the conclusion of the study,we’ll evaluate the consumer convenience perception and give out the project location suggestion.