I 摘要 近年来随着新零售企业的入局，零售企业间的竞争愈发猛烈。如何吸引消费 者到店消费，增加消费者到店的便利性成了近年来企业商场选址的研究重点之一。 D企业自2008年进入成都市场后发展迅速，但在进入2018年后开始面临客 单价下降，到店客流逐渐降低等问题，2018年初D企业成都分公司提出了以顾客 为本，在现有选址策略中融入顾客偏好因素，增强顾客到店的便利性，吸引更多 的顾客到店进行线下消费的需求。 本文针对D企业商场选址问题，从满足消费者便利性需求出发，通过科学地 选择商场地址以提高购物的便利性，吸引更多的顾客到店进行线下消费。对便利 性概念，企业选址策略，消费者行为偏好等内容就行了梳理，根据已有的研究内 容创建了消费者便利性感知体系；然后采用专家调查法,问卷调查法等研究手段进 行了消费者便利性感知的研究，研究中涉及了消费者便利性感知的模型，维度及 权重研究，确定了消费者便利性感知的维度及各维度的权重变量，同时在研究中 对问卷数据也进行了信效度等分析；接下来在对W项目的研究中采用问卷调查法 邀请消费者对W项目现有备选地址的便利性进行打分，结合已有的权重分析对两 处备选地址进行便利性得分统计，并给出基于便利性需求的W项目选址建议。 本文在针对D企业W项目的相关研究中，会对消费者便利性感知对企业商场 选址产生的影响，消费者便利性感知与企业商场选址之间的关系进行梳理。其中 包括了企业选址中消费者便利性感知的分析以及消费者便利性感知的刻画分析。 同时对影响程度及效果进行量化即消费者便利性感知的各变量的权重计算。最终 在研究结论中对消费者便利性感知进行相关评价并给出项目选址建议。 关键词：便利性 企业选址 行为偏好 维度 ABSTRACT II ABSTRACT The retail industry developed quickly with the rapid development of China market economy in recent years. The competition among retail enterprises become fiercer with the appearance of new retailing, how to attract consumers to store and increase the convenience of consumers has become one of the research focuses on the location of enterprise shopping malls in recent years. Corporation D has developed rapidly since it joins the Chengdu marketing in 2008. It began to face the problems such as the decline of customer unit price and the gradual decrease of customer flow to the store since 2018. At the middle of 2018, D Corporation Chengdu Branch proposed to be customer-oriented and incorporate customer preference factors into the existing enterprise location strategy to enhance the convenience of customers to the store and attract more customers to shop for offline consumption. How to attract consumers to shop and increase the convenience of consumers has become one of the research focuses on the location of enterprise shopping malls in recent years. How to attract consumers to shop and increase the convenience of consumers has become one of the research focuses on the location of enterprise shopping malls in recent years. In my graduation thesis study takes the D Corporation Chengdu branch’s W project as the study object, and focuses on the demand of D enterprise to enhance the convenience of customers to the store and attract more customers to the store for offline consumption. At first, it combs the concept of convenience, enterprise location strategy, consume preference and other content, and establishes the consumer convenience perception system according to the existing research content. Then, the consumer convenience perception is studied by means of expert survey and questionnaire survey, which involves the model, dimension and weight of consumer convenience perception. The dimensions of consumer convenience perception and the weight variables of each dimension are determined. At the same time, the reliability and validity of the questionnaire data are analyzed. In the study of the W project, the questionnaire survey method is used to invite consumers to score the convenience of the existing alternative addresses of the W project, and statistics of the convenience scores of the two alternative addresses are carried out combined with the existing weight analysis. And ABSTRACT III give W project location recommendations based on convenience requirements. In the research of D Corporation Chengdu branch’s W project, we’ll sort out the impact of consumer convenience perception on enterprise’s store location and the relationship between consumer convenience and enterprise’s store location. Includes the analysis of convenience in enterprise location and characterization of consumers’ perception of convenience. At the same time, we’ll calculate the weight of each variable of consumer convenience perception to quantify the influence degree and effect. Finally, in the conclusion of the study, we’ll evaluate the consumer convenience perception and give out the project location suggestion. Keywords: Convenient, Enterprise location, Customer preference, Dimension 目录 IV 目录 第一章 绪论 ..................................................................................................................... 1 1.1 研究背景 ............................................................................................................. 1 1.2 研究意义 ............................................................................................................. 2 1.3 研究方法及技术线路 ......................................................................................... 2 1.3.1 研究内容 ................................................................................................... 2 1.3.2 研究方法 ................................................................................................... 3 1.4 研究步骤及框架 ................................................................................................. 4 1.5 本章小结 ............................................................................................................. 5 第二章 文献综述 ............................................................................................................. 6 2.1 消费者便利理论相关 ......................................................................................... 6 2.1.1 便利性概念 ............................................................................................... 6 2.1.2 便利性维度 ............................................................................................... 7 2.2 消费者行为偏好 ................................................................................................. 8 2.3 零售企业选址策略及面临的问题 ..................................................................... 9 2.3.1 零售企业选址策略 ................................................................................. 10 2.3.2 零售行业选址面临的问题 ..................................................................... 13 2.4 消费者便利性与企业商场选址关系 ............................................................... 15 2.5 本章小结 ........................................................................................................... 16 第三章 消费者便利性感知模型创建 ........................................................................... 17 3.1 消费者便利性感知模型变量体系 ................................................................... 17 3.1.1 理论研究 ................................................................................................. 17 3.1.2 消费者群体便利性感知刻画 ................................................................. 18 3.1.3 感知体系分析 ......................................................................................... 19 3.2 消费者便利性感知对企业商场选址的影响 ................................................... 20 3.3 离散选择模型 ................................................................................................... 21 3.4 消费者企业商场选择模型 ............................................................................... 23 3.4.1 消费者选择行为偏好 ............................................................................. 23 3.4.2 消费者企业商场选择模型 ..................................................................... 24 3.5 本章小结 ........................................................................................................... 25 第四章 消费者便利性感知模型维度分析 ...