基于加油站便利店消费者行为的购物模型与应用研究

发布时间：2018-01-09 19:18

本文关键词：基于加油站便利店消费者行为的购物模型与应用研究　出处：《清华大学》2013年硕士论文　论文类型：学位论文

【摘要】：零售业现已经成为全球发展最为迅猛的产业之一，虽然世界经济在近几年遭遇了各种危机而表现疲软，但这丝毫没有影响零售业稳定增长的势头。作为世界第二大经济体的中国，近几年的国内贸易也呈现出了良好的发展态势，社会消费品零售总额近六年来持续增长。面对更加激烈的市场竞争，更加多样化的市场环境，零售商和研究者一方面不断采用更优的供应链网络，同时优化各种品类管理策略，在控制成本的同时灵活高效的满足市场响应，另一方面不断针对消费者的购物行为和购物习惯进行研究，旨在挖掘消费者的决策机制，找到影响消费者行为的内部与外部因素，以便更好地满足消费者的购物需求，甚至是引导消费者的购物行为。在之前的零售管理研究中，研究者已经对于品类管理、消费者决策、购物环境等研究领域进行了比较深入的研究，在很大程度上为零售商的运营决策提供了理论支持。但同时也可以发现，这些研究主要以超市等零售业态为研究背景，虽然便利店已成为零售业中日益重要的业态之一，但以便利店为背景的相关研究却相对较少。考虑到便利店与超市等传统零售业态在运营方式、品类多样性、门店情况等方面的差异，我们认为以便利店为背景的消费者行为研究十分有必要。本研究将以位于北京的易捷便利店作为研究背景，通过在店内实施两个消费者行为实验，调研和挖掘了消费者在便利店内进行购物的习惯。接着通过收集真实的消费者购物路径以及购买数据信息，利用统计分析的方法对消费者在便利店内的行为进行了深入分析。在行为实验和消费数据统计分析的基础上，本研究根据消费者的购物流程，利用随机效用理论框架建立了消费者店内行为模型，，描述了消费者在店内的路径选择以及购买选择过程，同时利用真实的消费者购物数据对模型进行参数估计。在验证了模型正确性的基础上，本研究提出了两种便利店内品类布局方案，并通过仿真对比和验证了不同布局原则下便利店的运营情况。本研究以便利店作为研究背景，利用真实的消费数据对消费者行为进行统计及模型分析，并将分析结果应用到便利店品类布局问题上，对于便利店的日常运营决策有较好的支持作用。
[Abstract]:Retailing has become one of the fastest growing industries in the world, although the world economy has been weak in recent years because of various crises. As the world's second largest economy, China's domestic trade has also shown a good development trend in recent years. Total retail sales of consumer goods have continued to grow in the past six years. In the face of more fierce market competition and more diversified market environment, retailers and researchers on the one hand continue to adopt better supply chain network, at the same time, optimize all kinds of category management strategies. At the same time of controlling the cost and meeting the market response flexibly and efficiently, on the other hand, the research on the consumer's shopping behavior and shopping habits is aimed at excavating the consumer's decision-making mechanism. To find the internal and external factors that affect consumer behavior in order to better meet the consumer's shopping needs, and even guide the consumer's shopping behavior. In the previous research on retail management, researchers have carried out more in-depth research on category management, consumer decision-making, shopping environment and other research areas. To a large extent, it provides theoretical support for retailers' operational decisions. However, it can also be found that these studies mainly focus on supermarket and other retail formats as the research background. Although convenience stores have become one of the increasingly important retail formats, there are relatively few studies on convenience stores in the context of convenience stores. Considering the variety of categories in traditional retail formats such as convenience stores and supermarkets. We think it is necessary to study the consumer behavior in the context of convenience store. Based on the research background of the convenience store in Beijing, this study will carry out two consumer behavior experiments in the store. It investigates and excavates the consumers' shopping habits in convenience stores, and then collects the real consumer shopping path and purchase data information. Using the method of statistical analysis, the behavior of consumers in convenience stores is deeply analyzed. On the basis of behavior experiments and statistical analysis of consumption data, this study is based on the consumer shopping process. Based on the stochastic utility theory framework, the behavior model of consumers in stores is established, and the path selection and purchasing process of consumers in stores are described. At the same time, using the real consumer shopping data to estimate the parameters of the model. On the basis of verifying the correctness of the model, this study proposed two kinds of in-store category layout schemes. The operation of convenience store under different layout principle is compared and verified by simulation. This research takes convenience store as the research background, uses the real consumption data to carry on the statistics and the model analysis to the consumer behavior, and applies the analysis result to the convenience store category layout question. For the convenience store's daily operation decision has the good support function.
【学位授予单位】：清华大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F426.22;F713.55

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