零售業展店拓點的區位選擇－數值模擬分析

有關廠商區位選擇之研究，至目前爲止，雖已有一定程度的累積，惟對模型之發展仍局限於線性市場的討論，乃至於國內外在研究廠商區位選擇等經營實務之相關課題尚未達到遑論與實際相呼應。本文以較貼近現實生活的座標平面空間，探討在二維空間捏，零售連鎖業廠商展店拓點的區位選擇。另運用數值模擬分析，討論在不同條件與限制下，廠商爲追求最大利潤，在分店自己置與價格設定上有不同的權衡。模擬結果證明，當消費者的保留價格上升時，廠商可提高售價使利潤增加：當貨物配送成本增加時，廠商售價因反應成本而提高，則分店市場範圍縮小，反則反之。

關鍵字

零售連鎖業；中地理論； Hotelling區位模型；數值模擬分析

並列摘要

In this study, a retailing location se lection model is developed on the basis of location theories. We construct a theoretical model in two-dimension space other than Hotelling's (1929) linear market. The model presents the results of location se lection for monopoly and duopoly. Due to the complexity of some functions, the numerical simulating analysis is supported to draw some general results. We design two experiments. By unbinding the limitation of delivering cost, we examine the changes of the optimal stores and their location. In sum, this study provides useful information for retailers when they explore new market.

並列關鍵字

Retailing Industry ； Central Place Theory ； Hotelling Location Model ； Numerical Simulation Analysis

參考文獻

Hotelling, H. (1929). Stability in Competition. Economical Journal, 39, 41-57.

Google Scholar

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Google Scholar

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