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Application of geographical information systems for the optimal location of a commercial network

机译：地理信息系统在商业网络最佳位置的应用

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Purpose The Purpose of this paper is to study the optimization of the geographical location of a network of points of sale, so that each retailer can have access to a potential geographic market. In addition, the authors study the importance of the distance variable in the commercial viability of a point of sale and a network of points of sale, analysing if the best location for each point (local optimum) is always the best location for the whole (global optimum).Design/methodology/approachLocation-allocation models are applied using p -median algorithms and spatial competition maximization to analyse the actual journeys of 64,740 car buyers in 1240 postal codes using a geographic information system (GIS) and geomarketing techniques.FindingsThe models show that the pursuit of individual objectives by each concessionaire over the collective provides poorer results for the whole network of points of sale when compared to coordinated competition. The solutions provided by the models considering geographic and marketing criteria permit a reduction in the length of journeys made by the buyers. GIS allows the optimal control of market demand coverage through the collaborative strategies of the supplying retailers, in this case, car dealerships.Originality/valueThe paper contributes to the joint research of geography and marketing from a theoretical and practical point of view. The main contribution is the use of information on actual buyer journeys for the optimal location of a network of points of sale. This research also contributes to the analysis of the correlation between the optimum local and optimum global locations of a commercial network and is a pioneering work in the application of these models to the automotive sector in the territorial area of the study.
机译：目的本文的目的是研究销售点网络地理位置的优化，以便每个零售商都可以访问潜在的地理市场。此外，作者研究了距离变量在销售点和销售点网络的商业可行性中的重要性，分析了每个点的最佳位置（局部最优）是否始终是整体的最佳位置（全球最佳）。设计/方法/方法使用 p-中值算法和空间竞争最大化来应用位置分配模型，以地理信息系统（GIS）和地理营销技术分析1240个邮政编码中的64,740名购车者的实际旅程调查结果模型显示，与协调竞争相比，每个特许公司对集体所追求的单个目标所提供的结果对于整个销售点网络而言均较差。模型提供的解决方案考虑了地理和营销标准，可以缩短买家的行程时间。 GIS通过供应商零售商（在这种情况下为汽车经销店）的协作策略，可以最佳地控制市场需求。原创性/价值本文从理论和实践的角度为地理和市场营销的联合研究做出了贡献。主要的贡献是使用有关实际买方旅程的信息来实现销售点网络的最佳位置。这项研究还有助于分析商业网络的最佳局部和最佳全局位置之间的相关性，并且是将这些模型应用于研究区域内的汽车领域的开创性工作。

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