COMPETITIVE FACILITIES: MARKET SHARE AND LOCATION WITH RANDOM UTILITY*
提出一种新方法，通过随机效用函数计算消费者选择设施的概率，从而快速估计竞争设施的市场份额，比模拟快千倍以上，并引入新设施最优选址程序。
ABSTRACT. A new approach is proposed for calculating the expected market share. It is assumed that consumers patronize a facility according to a utility function, selecting the facility with the highest utility value. However, consumers'ratings of the utility components are stochastic by some random distribution. Therefore, the buying power of customers located at the same point is divided among several facilities. A probability that a consumer patronizes a certain facility can be calculated. Consequently, the expected market share by competing facilities can be estimated. This calculation is more than 1,000 times faster than repeating a simulation enough times to achieve a reasonable accuracy. The distance decay calculated using the new approach is approximately exponential. A procedure for finding the optimal location anywhere in the plane for a new facility that maximizes the market share is also introduced.