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75. 零售理論
• 〈一〉 Reilly 的零售吸引力法 • Reilly 定律公式:
則 (1931)
• Reilly’s 的零售吸引力理論, d
強調兩個不同零售地點的商圈 Dab =
距離的大小,劃分出各自的商 pb
圈界線,即一家零售商店所想 1+
要吸引的消費者,可以先建立 pa
其兩個主要城市或主要地理區
域的消費者分歧點 (Ponit of
indifference) ,也就是消費者
• Dab 為從 a 城市開始,衡量到
距離兩城市域兩個主要地理區 b 城市距離的分歧點。
的商店購物皆可的地點,如以 • d 為 a 、 b 兩城市之主要公路
高雄到台南間的兩個城市,則 的距離。
其分歧點最可能地點為岡山 • Pa :為 a 城市的人口數。
• Pb :為 b 城市的人口數。
76. 二〉假設高雄市 (a) 有 2,000,000 人口,台南市 (b) 有
1,200,000 人口, a 、 b 之距離為 50 公里,則 a 城市
高雄欲得知其消費者分歧點為何?以測知其商圈大小在
何距離後會被 b 城市吸引過去?
A: Pa = 2,000,000(高雄) d = 50 公里
Pb = 1,200,000(台南)
則
由於高雄這個城市人口較多,消費者距離 a 城市-高雄之分歧點為 28.17 公里>分歧點 21.8
公里為大,此地點約座落在岡山以北的地區,得知該市之人口愈高,則其商店的吸引力愈
大,吸引消費人數愈多,商圈的範圍與人口數為正相關。(註:與距離並非負相關)。
77. 哈夫模型 (Huff’s Model)
哈夫模型之公式為:
• 學者 Huff(1964) 以零
售引力模型為基礎
,依消費者的選擇
行為之機率,利用
效用函數的概念, :表在 i 地區的消費者到地點 j 商店購物的機率。
將商店之吸引力以
商店本身的面積為 :在 j 購物中心(商店)的商店面積。
考量,同時零售商 :消費者從其居住地區 i 到地點 j 的交通時間(Travel Time)
必須衡量其相對鄰 b :交通時間對不同類型的購物行為之影響指數。
近競爭者的商店吸
n :i 地區影響消費者的競爭店數。
引力以界定其商圈
。
78. 其限制因素為:
• 假設競爭店間的經營效率相似,且規模面
積相似此觀點與 Reilly 理論相同。
• b 值之大小與商店所販售的商品定位路線有
關消費者愈在意交通時間則 b 值愈高。
• 消費者所使用之購物交通工具不同,時間
距離不等同實際的空間距離,因此受購物
之交通工具及道路之雍塞狀況所影響。