朱华友　刘海燕　孟云利

摘要:随着经济全球化和我国改革开放的进一步发展,大量国际性商业特别是跨国企业进驻中国市场。为了扩展商圈范围,提升企业竞争力,跨国商业企业往往选择那些具有优势的区位,以达到策略的可实施性和目标的可实现性。基于商圈实务理论,就沃尔玛超市进驻浙江省金华市这一实例,研究了沃尔玛商圈的范围及其实务,在此基础上指出沃尔玛超市在商圈扩张过程中应该规避的区位选择问题。

关键词:沃尔玛;商圈实务;区位选择

中图分类号:F713.52 文献标识码:A

Choice of Location and Problem of Circumventment in Retail Trade Circle

ZHU Hua-you,LIU Hai-yan,MENG Yun-li

(School of Tourism and Resources Management, Zhejiang Normal University,

Jinhua 321004,China)

Abstract: With the further development of economic globalization and China′s reform and opening-up, a large number of global business, especially multinational companies enter Chinese market. In order to expand the scope of trade circle and enhance the competitiveness of enterprises, transnational enterprises often choose the places which have the advantage of location, so that they can implement their strategies and achieve the goals. Taking Wal-Mart going into Jinhua of Zhejiang Province for instance, this paper mainly studies the range and practice of Wal-Mart trade circle based on practice theory of trade circle. Then , we point out the problems of location choice which Wal-Mart should avoid when the trade area is expanding.

Key words:Wal-Mart ; practice of trade area ; choice of location

一、商圈理论和商业区位

(一)商圈与商圈实务

所谓商圈,是指以零售店所在地为中心,沿着一定的方向和距离扩展的、能吸引顾客的范围。简单地说,就是来店顾客所居住的地理范围。商圈理论最早是由德国地理学家克里斯泰勒在20世纪30年代提出的,即商品和服务中心地理论。本文所指的零售店的销售范围通常都有一定的地理界限,即有相对稳定的商圈。不同的零售店由于所在地区、经营规模和经营条件的不同,其商圈的规模和形态存在很大差别。同一个零售店在不同的经营时期由于受到不同因素的影响,其商圈规模也是时大时小,商圈形态表现为不规则的多角型。为了便于分析,把商圈视为以零售店为中心,向四周展开的同心圆型。商圈包括三个层次,即中心商业圈、次级商业圈和边缘商业圈。国内外学者对商圈的解释,可谓五花八门,有“地理范围”说,有“空间范围”说,还有“心理范围”说。……