基于商业集聚和消费者需求层次的零售业态谱序研究  

Research on Spectrum of Retail Formats based on Retail Agglomeration and Consumer Hierarchy of Needs

作　　者：曾锵[1] 

机构地区：[1]浙江树人大学管理学院,杭州310015

出　　处：《商业研究》2014年第4期1-10,共10页Commercial Research

基　　金：2011年省部共建人文社会科学重点研究基地浙江工商大学现代商贸研究中心项目"中国流通业商业模式运行机制研究";项目编号:11JJD790042

摘　　要：本文在文献梳理的基础上建立了基于商业集聚和消费者需求的零售业态谱序,其中消费者需求层次作为消费者需求角度的代表指标,聚客力作为商业集聚的代表指标,并对零售业态的消费者需求层次和聚客力的度量方法进行了阐述。同时,通过对零售业态谱序的理论和实践价值的分析,清晰地明确了零售业态的位置及不同零售业态的差别距离;通过对零售业态差别基础上的零售业态关系进行讨论,比较了不同零售业态关系的商业集聚效应。零售业态谱序理论可以为以购物中心为代表的业态组合的商业规划进行理论指导。This paper tried to construct a spectrum of retail formats from the angle of retail agglomeration and consumer needs based on literature review , among which the paper defined consumer hierarchy of needs as the typical index of con -sumer angle of needs , and defined attractiveness as the typical index of the angle of retail agglomeration , and discussed the specific method to measure consumer hierarchy of needs and attractiveness of retail formats .At the same time , through explaining theoretical value and practical value of spectrum of retail formats , we could reveal and show clearly the definite position of different retail formats and their distance between them;through discussing the relation between retail formats based on the diversity of retail formats , we could compare the effect of retail agglomeration of different relations between retail formats .Thus the theory of spectrum of retail formats could guide commerce planning involved the mix of retail formats represented as shopping mall .

关 键 词：零售业态 谱序 消费者需求层次 商业集聚 聚客力 

分 类 号：F713.50[经济管理—市场营销]