本文共包含五个章节，从国内零售行业的发展到选址方法的研究再
到论证分析与建议，逐层分析了百联集团在浦东地区奥特莱斯项目选址
的方法，最终得出合理化建议。第一章为绪论部分，详细陈述了研究对
象、研究背景与动机、相关理论与综述等主题信息。第二章为“零售店
发展现状研究与选址考虑因素确定”，分析了国内尤其是上海地区的零售
行业发展情况，提出了零售店选址的考虑因素，并分析了浦东地区主要
的商圈情况，以及这一地区可供选择的商业形态和奥特莱斯这一商业模
式的情况介绍。第三章为“零售店选址方法研究”，本文通过“传统 AHP
法”和“模糊层次分析法”来进行理论分析。第四章为“实证结果分析”，
通过上述分析方法进行权重分析和框架一致性验证。第五章为“分析与
建议”，通过理论验证的结果对百联集团在浦东地区建立奥特莱斯项目给
出合理化建议。
本文认为对商业选址起到最大影响作用的因素分别为：商圈、城市
规划、发展潜力。在商业选址过程中我们必须予以最大程度的重视。
关键词：零售店；奥特莱斯；选址；模糊 AHP 法
THE RESEARCH OF SITE SELECTION FOR
OUTLET IN PUDONG NEW AREA BY BAILIAN
GROUP
ABSTRACT
With the rapid development of department store industry in Shanghai,
Bailian Group is considering open one or two shopping centers in Pudong
New Area in the near future. But with such high rental cost these years, it’s a
big problem for the executive team to choose the best location and optimize
the profit on sales.
This thesis consists of five chapters, from the development of the
domestic retail industry to location methods and then comes to analysis and
suggestion, which shows analysis methods for Outlet Project of Bailian
Group in Pudong New Area. The first section has introduced the background
and intention of this thesis. The second section talks about the study on
development of department stores and location factors, analyzes the domestic
and especially the development conditions of Shanghai department store
industry, considering the factors of department store location, and analysis
the main business district in Pudong New Area.The considerable types of
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