JML公司门店选址研究
发布时间：2019-06-13 08:09
【摘要】：随着我国经济的快速发展,居民的收入不断增加,很多人开始追求高质量的生活方式,中高档餐饮酒店以提供高质量、高安全、优质服务为重点,迅速得到了市场的认可。而我国城镇化的加速发展,使得人口不断往城市集中。人口的增加,必然带动城市内商圈的不断增多,商圈的增加又使得商圈内的各种消费场所相互竞争。餐饮酒店也存在着激烈的竞争,选择一个优越的地理位置,是每个餐饮企业增加效益的重要环节；然而,尽管我国城镇化规模不断扩大,城市人口不断增多,但是很多餐饮企业对自身的发展仍然存在盲目性；很多餐饮企业不重视商圈的发展规律,开发项目不分析商圈内的各种影响因素,仅凭简单的数据,主观判断就决定一个项目的选址,这样的选址没有科学性,存在重大的安全隐患。本文旨在通过分析商圈的有关理论知识,通过商圈对酒店的影响,找到解决酒店选址的策略。 本文以JML公司门店的选址问题为研究对象,首先针对选题背景、研究的目的和意义以及研究的方法进行阐述。然后通过酒店选址的一些相关理论,对酒店选址方面的相关知识进行了概念界定,对商圈的起源、分类及特点进行了相关的理论综述,结合酒店与商圈的理论知识,本文阐述了酒店与商圈关系的独到见解以及介绍当今国内外研究商圈的一些方法理论,为后续章节内容的提出奠定了理论基础。接下来通过分析JML公司海港大酒店的选址,提出了JML公司在选址方面存在的问题,分析了JML公司选址问题的成因,为针对性的解决JML公司的选址问题提供了参考依据。 在解决JML公司选址问题部分,本文通过JML公司的一个预筹项目作为载体,从JML公司的机构建设和优化JML公司的选址流程入手,分析该项目选址过程中的国家政策环境和市场环境,对该项目进行市场定位；通过大量的宏观数据、市场调查、表格对比等方法,对该项目周边的商圈、商圈内潜在消费者以及竞争对手等因素进行了客观详细的分析。然后从商圈理论的其中三个模型出发,提出了三个解决JML公司选址问题的策略,即利用哈夫模型估算消费者数量进行选址；利用商圈饱和度计算市场供需大小进行选址；利用加权打分法定量选址要素进行选址。 本文运用了管理学、经济学以及统计学等学科的相关理论与研究方法,结合合肥本地餐饮业及商圈的实际情况以及JML公司本身的定位和发展战略,通过分析JML公司在门店选址上存在的问题,把商圈理论的研究成果转化为JML公司门店的选址流程,使其门店选址尽量的科学化、规范化,为今后JML公司门店的选址提供了参考,也为酒店选址研究提供了一些可供研究的方向。
[Abstract]:With the rapid development of economy and the increasing income of residents, many people begin to pursue high-quality lifestyle. High-grade restaurants and hotels focus on providing high-quality, high-safety and high-quality services, and have been quickly recognized by the market. With the accelerated development of urbanization in China, the population is concentrated in the city. The increase of population will inevitably lead to the continuous increase of the business circle in the city, and the increase of the business circle will make all kinds of consumption places in the business circle compete with each other. There is also fierce competition in catering hotels, and the choice of a superior geographical location is an important link for each catering enterprise to increase its efficiency. However, although the scale of urbanization in China continues to expand and the urban population continues to increase, many catering enterprises are still blind to their own development. Many catering enterprises do not attach importance to the development law of the business circle, the development project does not analyze all kinds of influencing factors in the business circle, only with simple data, subjective judgment determines the location of a project, such a location is not scientific, there is a major hidden danger of safety. The purpose of this paper is to find out the strategy to solve the hotel location by analyzing the relevant theoretical knowledge of the business circle and the influence of the business circle on the hotel. In this paper, the location of JML stores as the research object, first of all, according to the background of the topic, the purpose and significance of the study and the research methods are described. Then, through some related theories of hotel location, this paper defines the concept of hotel location, summarizes the origin, classification and characteristics of the business circle, and combined with the theoretical knowledge of the hotel and the business circle, this paper expounds the original views on the relationship between the hotel and the business circle and introduces some methods and theories of studying the business circle at home and abroad, which lays a theoretical foundation for the content of the following chapters. Then, by analyzing the location of JML Port Hotel, this paper puts forward the problems existing in the location selection of JML Company, and analyzes the causes of the location problem of JML Company, which provides a reference for solving the location problem of JML Company. In the part of solving the location problem of JML company, this paper uses a pre-financing project of JML company as the carrier, starting with the institutional construction of JML company and optimizing the location selection process of JML company, analyzes the national policy environment and market environment in the process of site selection of the project, and carries on the market positioning to the project. Through a large number of macro data, market research, table comparison and other methods, this paper makes an objective and detailed analysis of the business circle, potential consumers and competitors around the project. Then, based on three models of business circle theory, three strategies to solve the location problem of JML company are put forward, that is, using Hafu model to estimate the number of consumers for location, using the saturation of business circle to calculate the size of market supply and demand for location, and using weighted scoring method to quantitatively locate the location. This paper uses the relevant theories and research methods of management, economics and statistics, combined with the actual situation of Hefei local catering industry and business circle, as well as the positioning and development strategy of JML Company itself, through analyzing the problems existing in the store location of JML Company, transforming the research results of the business circle theory into the store location process of JML Company, so as to make the store location as scientific and standardized as possible. It provides a reference for the location of JML stores in the future, and also provides some research directions for the study of hotel location.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719
[Abstract]:With the rapid development of economy and the increasing income of residents, many people begin to pursue high-quality lifestyle. High-grade restaurants and hotels focus on providing high-quality, high-safety and high-quality services, and have been quickly recognized by the market. With the accelerated development of urbanization in China, the population is concentrated in the city. The increase of population will inevitably lead to the continuous increase of the business circle in the city, and the increase of the business circle will make all kinds of consumption places in the business circle compete with each other. There is also fierce competition in catering hotels, and the choice of a superior geographical location is an important link for each catering enterprise to increase its efficiency. However, although the scale of urbanization in China continues to expand and the urban population continues to increase, many catering enterprises are still blind to their own development. Many catering enterprises do not attach importance to the development law of the business circle, the development project does not analyze all kinds of influencing factors in the business circle, only with simple data, subjective judgment determines the location of a project, such a location is not scientific, there is a major hidden danger of safety. The purpose of this paper is to find out the strategy to solve the hotel location by analyzing the relevant theoretical knowledge of the business circle and the influence of the business circle on the hotel. In this paper, the location of JML stores as the research object, first of all, according to the background of the topic, the purpose and significance of the study and the research methods are described. Then, through some related theories of hotel location, this paper defines the concept of hotel location, summarizes the origin, classification and characteristics of the business circle, and combined with the theoretical knowledge of the hotel and the business circle, this paper expounds the original views on the relationship between the hotel and the business circle and introduces some methods and theories of studying the business circle at home and abroad, which lays a theoretical foundation for the content of the following chapters. Then, by analyzing the location of JML Port Hotel, this paper puts forward the problems existing in the location selection of JML Company, and analyzes the causes of the location problem of JML Company, which provides a reference for solving the location problem of JML Company. In the part of solving the location problem of JML company, this paper uses a pre-financing project of JML company as the carrier, starting with the institutional construction of JML company and optimizing the location selection process of JML company, analyzes the national policy environment and market environment in the process of site selection of the project, and carries on the market positioning to the project. Through a large number of macro data, market research, table comparison and other methods, this paper makes an objective and detailed analysis of the business circle, potential consumers and competitors around the project. Then, based on three models of business circle theory, three strategies to solve the location problem of JML company are put forward, that is, using Hafu model to estimate the number of consumers for location, using the saturation of business circle to calculate the size of market supply and demand for location, and using weighted scoring method to quantitatively locate the location. This paper uses the relevant theories and research methods of management, economics and statistics, combined with the actual situation of Hefei local catering industry and business circle, as well as the positioning and development strategy of JML Company itself, through analyzing the problems existing in the store location of JML Company, transforming the research results of the business circle theory into the store location process of JML Company, so as to make the store location as scientific and standardized as possible. It provides a reference for the location of JML stores in the future, and also provides some research directions for the study of hotel location.
【学位授予单位】：安徽大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272;F719
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