Research On The Optimization Of Store Layout And Location Selection Of Z Maternal And Infant Company

With the rapid development of maternal and infant market and the transformation of consumer behavior,China’s maternal and infant industry has experienced a start-up period,development period and prosperity period,and developed into the current new retail for maternal and infant.Z Maternal and Infant Company has followed the trend and completed the transformation from traditional maternal and infant to new retail,and developed into an omni-channel service provider with "online + offline" marketing mode and "retail + service+ social" operation mode.Store layout and location needs are also changing.Based on the data of Point of Interest(POI)and Area of Interest(AOI),this thesis discusses the current situation of the spatial layout of offline stores and online distribution scope of Z Maternal and Infant Company in the main urban area of Zhengzhou by spatial analysis.This thesis discusses the current situation of the spatial layout of Z Maternal and Infant Company’s offline stores and online distribution scope in the main urban area of Zhengzhou city through spatial analysis method,uses the interview survey method to find and summarize the main problems in the spatial layout of stores,combines the spatial analysis method and quantitative analysis method to explore the factors influencing the location selection of Z Maternal and Infant Company’s stores in the main urban area of Zhengzhou City,and analyzes the causes of the problems in the spatial layout of stores.And put forward optimization suggestions for the store layout and location of Z Maternal and Infant Company.The research shows that:(1)The spatial pattern of the 20 stores of Z Maternal and Infant Company in the main urban area of Zhengzhou is generally east-west,with the old urban area as the center to the periphery.The "central urban area + suburban area" presents a layout of "14+6 four groups",all of which form a "center-periphery" layout through the "point" distribution of offline stores and the irregular "area" distribution of online distribution service.The actual online distribution service scope is different from the 3km buffer zone.(2)Through one-on-one interviews with the management of Z Maternal and Infant Company and group interviews with major customers,it is found that the spatial layout of Z Maternal and Infant Company’s stores in the main urban area of Zhengzhou has three major problems: the overall spatial layout does not match the new retail model,the stores in the central urban area are densely distributed,the operating cost is high,the online distribution coverage is insufficient,and the customer satisfaction is low.(3)Through the spatial analysis of kernel density estimation and the quantitative analysis of binary Logistic regression,the influencing factors of the location selection of Z Maternal and Infant Company’s stores in the main urban area of Zhengzhou city were analyzed.Based on the factors influencing the location selection of Z Maternal and Infant Company,the thesis discusses the causes of the spatial layout of Z Maternal and Infant Company,mainly because the overall spatial layout does not integrate the upgrading of retail formats.Offline store layout lacks scientific and reasonable planning and online distribution layout is not close to customer needs.(4)This thesis puts forward optimization suggestions for the store layout and location of Z Maternal and Infant Company,which should be integrated with the new retail formats for overall planning and layout,optimize the offline store layout through "multi-center + diversification",and optimize the coverage of online distribution oriented by customer demand.