Spatial Demand Models in an Intrabrand Context
针对同一品牌内不同门店之间的竞争，开发了一套空间需求模型，帮助管理者制定零售选址策略。研究发现，分析品牌内竞争时，除了通用因素，还需考虑门店特有的顾客光顾行为决定因素。
The rise in vertical marketing systems (VMS) has had a profound impact on the nature of retail competition. The increase in intrasystem competition between outlets of the same VMS points to the need for increased sophistication in market area analysis models to aid in strategy development. This article develops a set of models to address critical managerial issues concerning retail locational strategy in an intrabrand competitive setting. Findings demonstrate the need to evaluate outlet-specific determinants of patronage behavior, in addition to those of a generic nature, in analyzing intrabrand competition.