购物中心的商户关系研究

本文基于共生理论尝试性的对购物中心内商户间的相互关系进行了研究,论文选取了竞争、寄生与互惠这三种主要关系进行分析,提出以服饰类和珠宝类商户为代表的同质商户存在着同业聚集的经济效应,这时的同业竞争相对经济效应而言属于次要地位;主力店的选择和自身所处的位置决定了寄生关系的存在与作用大小,一部分非主力店能够凭借自身的吸引力获得客流;在异质商户之间,消耗性生活便利品与超市具有高度互补性,另外百货店与衣服鞋类专卖店也具有高互补性;但是消耗性生活用品与百货店,专卖店与超市的互补性都较低。

Research on the Store Correlations in Shopping Malls

Based on intergrowth theory, this paper tries to study the correlations between each store and other stores in shopping malls or shopping centers. It analyzes three main forms including competitive, parasitical and reciprocal correlations. It points out that the homogeneous stores such as clothes stores and jewelry stores have an economic effect of clustering, under which the competitive correlation in the same trade is subordinate to the economic effect. The selection of anchor stores and the location of store itself are crucial factors to determine whether parasite correlation exists or not and how much it functions, but some non-anchor stores can obtain the customer flow with their own attraction. For the heterogeneous stores, the correlation between convenience shops and supermarkets of consumption products is highly reciprocal, so is the correlation of department stores and exclusive stores of clothes and shoes. But it is relatively less reciprocal between consumption products and department stores, exclusive stores or supermarkets.