کاربرد تحلیل‌های مکانی و شبکه‌ای gis در بازاریابی مکان محور فروشگاه زنجیره‌ای منطقۀ2 شهر تبریز

فروشگاه های زنجیره ای، نقش موثری در جهت سامان دهی اقتصادی، رشد و توسعه متوازن شهرها داشته اند. بازاریابی مکان محور، ترکیبی از قدرت تجسم و تجزیه و تحلیل جغرافیایی با تکنیک ها و بینش بازاریابی برای رسیدن به اهداف است. هدف تحقیق حاضر، بهبود عملکرد فروشگاه های زنجیره ای در منطقه 2 شهر تبریز با رویکرد بازاریابی مکان محور مبتنی بر روشهای تصمیم گیری gis می باشد. برای نیل به این مقصود، از تحلیل های مکانی و شبکه ای gis استفاده شده است. چهار فروشگاه شامل دو شعبه فروشگاه کوروش و فروشگاه رفاه و جانبو مورد تجزیه و تحلیل قرار گرفت. برای این منظور سه گروه اصلی از معیارها شامل معیارهای اقتصادیاجتماعی، همجواری و حمل ونقل با زیرمعیارهای مربوطه به کار گرفته شد. و با استفاده از مدل fuzzy-anp نسبت به استخراج اهیمت آنها اقدام شد. براساس مدل anp از بین معیارهای منتخب، معیار اقتصادیاجتماعی با وزن 0.40 و از زیرمعیارهای معیار مزبور، زیرمعیار تراکم جمعیت با وزن 0.37 تاثیرگذارترین عوامل در بازاریابی مکان محور فروشگاه های زنجیره ای می باشند. در ادامه با استفاده از مدل new service area، بهترین محدوده های خدمات رسانی با کاربرد معابر برحسب دقیقه شناسایی شد، محدوده 3 دقیقه ای، به عنوان مناسب ترین محدوده خدمات رسانی مورد شناسایی قرار گرفت. بر اساس نتایج تحقیق، منطقه یاغچیان، ائل گولی، قسمت هایی از ویلاشهر و ولیعصرجنوبی با کسب ارزش بسیار مناسب، مستعد بازاریابی مکان محور هستند و فروشگاه جانبو با قرارگیری در ائل گولی، در منطقه ای با شرایط مناسب از نظر بازاریابی مکان محوری واقع شده است. نتایج تحقیق حاضر در راستای استفاده از تحلیل های gis برای مطالعات بازاریابی مکان محور از اهمیت زیادی برخوردار بوده و می تواند راه گشای مطالعات آتی در زمینه انتخاب روش ها و تکنیک های مناسب و همچنین گستشر کسب و کارهای موفق مبتنی بر سیستم های تصمیم گیری gis باشد.

GIS Spatial and Network Analysis Applied for Bookstores Geomarketing

Geomarketing is a tool that uses geographic, or locationbased, information to help companies put together marketing strategies and campaigns. Using digital mapping to organize and display data enables marketers to analyze data by region or a particular physical location. The chain stores are composed of several jointly owned and centralized retail outlets which coordinates their activities under a centralized organization. In geomarketing, customer data from online transactions, mobile devices and other sources is stored in company databases. This information is applied to digital maps, for example, a zipcode map or a street map. Analysis of geomarketing data helps marketers determine where their customers are, link data to a digital map to understand where their customers are in a geographical context, locate something on a digital map, create summary information for specific locations and choose customers in particular areas. Geomarketing can also help marketers select customers similar to a specific type in the rest of the country or address problems regarding the location of a new office or store. Geomarketing can be used for choosing a website for a new business or branch, determining key locations for advertising, displaying website content that is distinct to a user rsquo;s origin and offering online advertising based on a user rsquo;s location. Other applications include showing how a customer segment might be distributed in a particular. Geomarketing is a new way of knowledgebased marketing, which is supported by digital maps and specialized GIS software. Knowledgebased marketing use packaged information such as marketing information systems, such as model building, data mining, etc, in order to determine customer profiles, deviation analysis, and trend analysis. Location Intelligence is a technical way to organize spatial data with business and human data in a geographically correct way in order to reveal hidden relationships that may lead to benefit for a business and/or to avoid spatially wrong located investments. It is combined withBusiness Intelligence (BI) in order to analyze and organize a vast amount of data and show theinfluence of geography on behaviors, activities and processes. Considering the given definitions it is clear that Geomarketing is a tool for either commencing or expanding a company and more or less, location is a key factor for geomarketing. Geographical locations together with demographic data are used in geomarketing analysis to study the routing plan, territorial planning and site selection. Remote Sensing, GIS, GPS and virtual globes like Google Earth and World Wind of NASA form the four basic tools of geospatial technology. This technology is the spearhead of geospatial research in a) the connection between technology and thinking, b) training and c) professional upgrade. All of the above tools are essential for the improvement of a business because they are real time data, they can collect, visualize and analyze their client rsquo;s assets in real time in combination with the real world of a satellite image or any other airborn imagery (i.e. image from a drone) and the process of the data in real time. This allows an almost instant updating of the maps used by the business. This can be done when the business uses a web mapping software in order to update their database. All web mapping software are on the cloud and give the opportunity to be used from any place any time by any employee of the company who has the right to do so. Also, the database is on the cloud and can be retrieved accordingly. The purpose of this study is to improve the performance of chain stores in the 2 subregion of Tabriz. For this goal, the locationbased marketing was evaluated using network analysis as well fuzzy network analysis process. In order to apply the GIS based network and spatial analysis five major hypermarkets including Kourosh A, B, Refah, Janbo and boo were selected to be analyzed. We employed the new service area model to assess the accessibility of markets and their serveries area. The best service intervals with transit usage were identified in 3 minutes accessibility. This 3minute range was identified as the most appropriate range of services using literature review and research background. To this end, three socioeconomic, neighborhood and transportation criteria were applied with the relevant subcriteria. Based on the ANP model, the Super Decision software was employed to derive the criteria weights; among the selected criteria. The socioeconomic criterion with the weight of 0.40193 and its respective subcriteria (e.g. population density) were identified as the most influential factors in the geo marketing. Results indicated that parts of the Elgoli, Valiasr Jonubi, Parvaz, Elahi Parast as well as Part of Zafaraniyeh town together with 29 Bahman are classified to be in highly suitable area for marketing. Results also indicated that the Janbo store is well located spatially and has a chance to build up the successful business. Results of this research are great of important for developing a GIS by means of bridging GIS and marketing and presenting new approach for GIScience.