社区化新零售的布局选址与优化发展研究——以南京市盒马鲜生为例

doi:10.18306/dlkxjz.2020.12.005

地理科学进展 ›› 2020, Vol. 39 ›› Issue (12): 2013-2027.doi: 10.18306/dlkxjz.2020.12.005

社区化新零售的布局选址与优化发展研究——以南京市盒马鲜生为例

金安楠¹(), 李钢¹^,²^,^*(), 王建坡¹, Muhammad Sajid MEHMOOD¹, 于悦¹, 林喆¹

1.西北大学城市与环境学院,西安 710127
2.陕西省地表系统与环境承载力重点实验室,西安 710127

收稿日期:2020-05-18 修回日期:2020-07-15 出版日期:2020-12-28 发布日期:2021-02-28
通讯作者: 李钢
作者简介:金安楠(1995— ),男,安徽宿州人,硕士生,主要从事城市地理与社区生活圈规划研究。E-mail: 824208865@qq.com
基金资助:
西北大学“人地关系与空间安全”特色优势科研团队建设项目(2019);西北大学“仲英青年学者”支持计划(2016);西北大学大学生创新创业训练计划项目(2020296)

Location choice and optimization of development of community-oriented new retail stores: A case study of Freshippo stores in Nanjing City

JIN Annan¹(), LI Gang¹^,²^,^*(), WANG Jianpo¹, Muhammad Sajid MEHMOOD¹, YU Yue¹, LIN Zhe¹

1. College of Urban and Environmental Sciences, Northwest University, Xi'an 710127, China
2. Shaanxi Key Laboratory of Earth Surface System and Environmental Carrying Capacity, Xi'an 710127, China

Received:2020-05-18 Revised:2020-07-15 Online:2020-12-28 Published:2021-02-28
Contact: LI Gang
Supported by:
Characteristic & Advantage Research Team Construction Project of Human-Environment Relations and Space Security of Northwest University(2019);Tang Scholar Program of Northwest University(2016);College Students Innovation and Entrepreneurship Training Program of Northwest University(2020296)

摘要/Abstract

摘要：

社区化新零售是新兴的商业模式,也是商业与社区互动的重要场域,值得从城市空间视角深入探究。基于南京市盒马鲜生及相关兴趣点(point of interest,POI)与兴趣面(area of interest,AOI)数据,综合运用空间分析、定量统计、实地调研等方法,解析盒马鲜生的服务类型及对象、空间布局特征、区位选址因素,并提出优化发展建议。研究发现：① 南京市盒马鲜生服务对象以社区为主,酒店、写字楼为辅;服务客户以具有一定经济基础和消费能力的中青年人群为主。② 空间布局总体呈现南—北走向的主城区+近郊区的“5+7三组团”格局,均为“点”状门店+不规则“面”状服务区相结合的“中心—外围”结构,实际配送范围与3 km缓冲区存在差异。③ 区位选址主要受社区密度和交通环境的影响,对商圈、地价具有依赖性,竞争对手对门店选址影响较小;主要位于社区与道路密度中高值区、商圈边缘地带、主干道两侧及地价中等区域,并利用面状服务区延伸服务范围,获取更多潜在目标客户群。最后从消费群体、运营成本、品牌竞争3个方面探索其区位选址的影响机制,并基于区位选址特征提出优化发展建议。

关键词: 新零售, 盒马鲜生, 空间布局, 区位选址, 南京

Abstract:

Community-oriented new retail is a new business model and important area of interaction between business and community, and worth further examination from the view of urban space. Based on the data of Freshippo stores in Nanjing, related points of interest (POIs) and areas of interest (AOIs), we use statistical analysis, spatial analysis, and field investigation to explore the service types and objects, spatial patterns, and location factors of Freshippo stores, in order to provide some recommendations for the optimization of business development. The results indicate that: 1) The service objects of Freshippo stores in Nanjing are mainly communities, supplemented by hotels and office buildings. The most of customers are young and middle-aged people with certain economic status and consumption ability. 2) There are five Freshippo stores in the urban areas and seven Freshippo stores in the near suburban areas, which form three clusters in the north-south direction. All stores have a point location with irregular service areas, which forms a core-periphery structure. The actual scope of delivery is different from the 3km buffer area. 3) The location choice of Freshippo stores is mainly affected by the density of communities and transportation conditions, and also dependent on land price and business zones, while competitors have a slight impact on the choice of the store locations. The stores are mainly located in medium and high-density areas of communities, marginal areas of business districts, both sides of the main roads, and the medium land value areas. Online delivery service is used to expand the scope of services to acquire more potential target customers. Finally, we explore the influencing mechanism of location choice from three aspects of consumer groups, operating costs and brand competition, and put forward some recommendations for the optimization of development in the future.

Key words: new retails, Freshippo stores, spatial pattern, location choice, Nanjing City

金安楠, 李钢, 王建坡, Muhammad Sajid MEHMOOD, 于悦, 林喆. 社区化新零售的布局选址与优化发展研究——以南京市盒马鲜生为例[J]. 地理科学进展, 2020, 39(12): 2013-2027.

JIN Annan, LI Gang, WANG Jianpo, Muhammad Sajid MEHMOOD, YU Yue, LIN Zhe. Location choice and optimization of development of community-oriented new retail stores: A case study of Freshippo stores in Nanjing City[J]. PROGRESS IN GEOGRAPHY, 2020, 39(12): 2013-2027.

图/表 17

图1

表1

图2

图3

图4

图5

图6

图7

图8

图9

图10

图11

表2

影响因素选择及定义"

变量	编码	变量设置
因变量	$y$	网格内有盒马鲜生门店(或在配送范围内)为1,没有(不在)为0
社区规模	$x 1$	网格内单位面积上的小区密度
交通通达性	$x 2$	网格内单位面积上的道路密度
地价水平	$x 3$	网格内单位面积上的商业用地均价
商圈环境	$x 4$	网格内商业网点数量
品牌竞争	$x 5$	网格内有竞争对象为1,无为0
购买能力	$x 6$	各区人均社会消费品零售总额

表2

表3

南京市盒马鲜生设置情况与影响因素的二分逻辑回归结果"

变量	模型一	模型二
$x 1$	0.488^***(1.887)	—
$x 2$	0.269^**(1.582)	0.608^**(1.736)
$x 3$	0.147^***(0.854)	—
$x 4$	—	0.378^***(0.714)
$x 5$	-0.935^*(0.392)	-0.588^*(0.544)
$x 6$	0.124	0.131
样本数量	1103	1103
预测正确率	96.3%	96.6%

表3

图12

图13

图14

参考文献 41

[1]	梁莹莹. 基于“新零售之轮”理论的中国“新零售”产生与发展研究[J]. 当代经济管理, 2017,39(9):6-11.
	[ Liang Yingying. Research on the emergence and development of "new retailing" in China based on the theory of "the new retailing wheel". Contemporary Economic Management, 2017,39(9):6-11. ]
[2]	杜睿云, 蒋侃. 新零售:内涵发展动因与关键问题[J]. 价格理论与实践, 2017(2):139-141.
	[ Du Ruiyun, Jiang Kan. New retailing: Connotation, development impetus and key problems. Price: Theory & Practice, 2017(2):139-141. ]
[3]	徐印州, 林梨奎. 新零售的产生与演进[J]. 商业经济研究, 2017(15):5-8.
	[ Xu Yinzhou, Lin Likui. The emergence and evolution of new retail. Journal of Commercial Economics, 2017(15):5-8. ]
[4]	王宝义. “新零售”的本质、成因及实践动向[J]. 中国流通经济, 2017,31(7):3-11.
	[ Wang Baoyi. Research on the essence, causes and practice trends of "new retail". China Business and Market, 2017,31(7):3-11. ]
[5]	蒋亚萍, 任晓韵. 从“零售之轮”理论看新零售的产生动因及发展策略[J]. 经济论坛, 2017(1):99-101.
	[ Jiang Yaping, Ren Xiaoyun. From the theory of "the round of retailing" to see the causes and development strategies of new retailing. Economic Forum, 2017(1):99-101. ]
[6]	鄢章华, 刘蕾. “新零售”的概念、研究框架与发展趋势[J]. 中国流通经济, 2017,31(10):12-19.
	[ Yan Zhanghua, Liu Lei. Concept, research framework and trend of "new retail". China Business and Market, 2017,31(10):12-19. ]
[7]	Smith D L G, Sparks L. The transformation of physical distribution in retailing: The example of Tesco plc[J]. International Review of Retail Distribution & Consumer Research, 1993,3(1):35-64.
[8]	Wang S G, Zhang Y C. The new retail economy of Shanghai[J]. Growth & Change, 2005,36(1):41-73.
[9]	Kitchen P J, Burgmann I. Integrated marketing communication: Making it work at a strategic level[J]. Business Strategy, 2015,36:34-39.
[10]	杨坚争, 齐鹏程, 王婷婷. “新零售”背景下我国传统零售企业转型升级研究[J]. 当代经济管理, 2018,40(9):24-31.
	[ Yang Jianzheng, Qi Pengcheng, Wang Tingting. Research on the transformation and upgrading of Chinese traditional retail enterprises under the background of "new retail". Contemporary Economic Management, 2018,40(9):24-31. ]
[11]	中西正雄. 小売の輪は本当に回るのか[J]. 商學論究, 1996,43(2-4):21-41.
	[ Nakanishi Masao. The wheel of retailing: Does it really turn? Journal of Business Administration, 1996,43(2-4):21-41. ]
[12]	赵树梅, 徐晓红. “新零售”的含义、模式及发展路径[J]. 中国流通经济, 2017,31(5):12-20.
	[ Zhao Shumei, Xu Xiaohong. The meaning, pattern and development path of "new retail", China Business and Market, 2017,31(5):12-20. ]
[13]	江璇, 杨帆, 林耿. 行动者网络视角下批发市场新电商模式[J]. 地理科学进展, 2018,37(7):976-985.
	[ Jiang Xuan, Yang Fan, Lin Geng. New models of e-commerce in wholesale market from the perspective of actor-network theory. Progress in Geography, 2018,37(7):976-985. ]
[14]	邢惠淳. “新零售”背景下生鲜电商商业模式比较分析: 以盒马鲜生和每日优鲜为例[J]. 商业经济研究, 2019(4):85-87.
	[ Xing Huichun. Comparative analysis of fresh e-commerce business model under the background of "new retail": Taking Freshippo and daily excellent fresh as examples. Journal of Commercial Economics, 2019(4):85-87. ]
[15]	桑义明, 肖玲. 商业地理研究的理论与方法回顾[J]. 人文地理, 2003,18(6):67-71, 76.
	[ Sang Yiming, Xiao Ling. A review of the theory and research method in commercial geography. Human Geography, 2003,18(6):67-71, 76. ]
[16]	林耿, 宋佩瑾, 李锐文, 等. 消费社会下商业地理研究的新取向[J]. 人文地理, 2019,34(1):80-89.
	[ Lin Geng, Song Peijin, Li Ruiwen, et al. The progress and prospect of commercial geography in the context of consumption society. Human Geography, 2019,34(1):80-89. ]
[17]	吴康敏, 张虹鸥, 王洋, 等. 广州市多类型商业中心识别与空间模式[J]. 地理科学进展, 2016,35(8):963-974.
	[ Wu Kangmin, Zhang Hongou, Wang Yang, et al. Identify of the multiple types of commercial center in Guangzhou and its spatial pattern. Progress in Geography, 2016,35(8):963-974. ]
[18]	张庆, 彭震伟. 基于空间聚类分析的杭州市生产性服务业集聚区分布特征研究[J]. 城市规划学刊, 2016(4):46-53.
	[ Zhang Qing, Peng Zhenwei. Spatial distribution of producer services in Hangzhou central city based on spatial clustering analysis. Urban Planning Forum, 2016(4):46-53. ]
[19]	陈前虎, 徐鑫, 帅慧敏. 杭州城市生产性服务业空间演化研究[J]. 城市规划, 2008(8):48-52, 65.
	[ Chen Qianhu, Xu Xin, Shuai Huimin. Spatial evolution of producer services in Hangzhou. City Planning Review, 2008(8):48-52, 65. ]
[20]	马丽, 刘毅. 经济全球化下的区域经济空间结构演化研究评述[J]. 地球科学进展, 2003,18(2):270-276.
	[ Ma Li, Liu Yi. Review of regional spatial restructure under economic globalization. Advance in Earth Sciences, 2003,18(2):270-276. ]
[21]	张珣, 钟耳顺, 张小虎, 等. 2004—2008年北京城区商业网点空间分布与集聚特征[J]. 地理科学进展, 2013,32(8):1207-1215.
	[ Zhang Xun, Zhong Ershun, Zhang Xiaohu. et al. Spatial distribution and clustering of commercial network in Beijing during 2004-2008. Progress in Geography, 2013,32(8):1207-1215. ]
[22]	季菲菲, 陈雯. 长三角地区金融机构网络分布格局与扩张机理: 以城市商业银行为例[J]. 地理科学进展, 2014,33(9):1241-1251.
	[ Ji Feifei, Chen Wen. Distribution pattern and expansion mechanism of financial institution network in the Yangtze River Delta. Progress in Geography, 2014,33(9):1241-1251. ]
[23]	许学强, 周素红, 林耿. 广州市大型零售商店布局分析[J]. 城市规划, 2002(7):23-28.
	[ Xu Xueqiang, Zhou Suhong, Lin Geng. The locational analysis of Guangzhou' s large retail emporia. City Planning Review, 2002(7):23-28. ]
[24]	肖琛, 陈雯, 袁丰, 等. 大城市内部连锁超市空间分布格局及其区位选择: 以南京市苏果超市为例[J]. 地理研究, 2013,32(3):465-475.
	[ Xiao Chen, Chen Wen, Yuan Feng. et al. Spatial pattern and location decision of chain supermarkets within large cities: A case study of Suguo Supermarkets in Nanjing. Geographical Research, 2013,32(3):465-475. ]
[25]	王帅, 陈忠暖, 黄方方. 广州市连锁超市空间分布及其影响因素[J]. 经济地理, 2015,35(11):85-93.
	[ Wang Shuai, Chen Wen, Huang Fangfang. Spatial pattern and location choice of chain supermarkets in Guangzhou. Economic Geography, 2015,35(11):85-93. ]
[26]	胡庆武, 王明, 李清泉. 利用位置签到数据探索城市热点与商圈[J]. 测绘学报, 2014,43(3):314-321.
	[ Hu Qingwu, Wang Ming, Li Qingquan. Urban hotspot and commercial area exploration with check-in data. Acta Geodaetica et Cartographica Sinica, 2014,43(3):314-321. ]
[27]	曾文, 向梨丽, 张小林. 南京市社区服务设施可达性的空间格局与低收入社区空间剥夺研究[J]. 人文地理, 2017,32(1):73-81.
	[ Zeng Wen, Xiang Lili, Zhang Xiaolin. Research in spatial pattern of accessibility to community service facilities and spatial deprivation of low income community in Nanjing. Human Geography, 2017,32(1):73-81. ]
[28]	任歆雨. 西安市中心城区社区卫生服务机构交通可达性研究[D]. 西安: 西安建筑科技大学, 2015.
	[ Ren Xinyu. The study on the accessibility of community health service institutions in Xi'an downtown. Xi'an, China: Xi'an University of Architecture and Technology, 2015. ]
[29]	李钢, 杨兰, 贺建雄, 等. 基于POI数据的西安市快递自提点空间格局及空间关系研究: 以菜鸟驿站为例[J]. 地理科学, 2018,38(12):2024-2030.
	[ Li Gang, Yang Lan, He Jianxiong, et al. The spatial pattern and organization relation of the pickup points based on POI data in Xi'an: Focus on Cainiao stations. Scientia Geographica Sinica, 2018,38(12):2024-2030. ]
[30]	李钢, 陈未雨, 杨兰, 等. 武汉市快递自提点的空间格局与集聚模式研究[J]. 地理科学进展, 2019,38(3):407-416.
	[ Li Gang, Chen Weiyu, Yang Lan, et al. Spatial pattern and agglomeration mode of parcel collection and delivery points in Wuhan City. Progress in Geography, 2019,38(3):407-416. ]
[31]	北京大学光华管理学院. 《新零售城市创新城市指数报告》[R]. 北京: 北京大学, 2018.
	[ Guanghua School of Management, Peking University. New retail city innovation city index report. Beijing,China: Peking University, 2018. ]
[32]	南京市国土资源局. 南京市市区土地级别与基准地价[EB/OL]. 南京市规划与自然资源局, 2017-02-08[2020-07-12]. http://ghj.nanjing.gov.cn/njsgtzyj/201810/t2018 1021_506296.html.
	[ Nanjing Bureau of Territorial Resources. Nanjing urban land grade and standard land price. Nanjing municipal commission of planning and natural resources, 2017-02-08[2020-07-12]. http://ghj.nanjing.gov.cn/njsgtzyj/201810/t20181021_506296.html]
[33]	王济川, 郭志刚. Logistic 回归模型: 方法与应用 [M]. 北京: 高等教育出版社, 2001.
	[ Wang Jichuan, Guo Zhigang. Logistic regression model: Method and Application. Beijing, China: Higher Education Press, 2001. ]
[34]	陈爽, 姚士谋, 吴剑平. 南京城市用地增长管理机制与效能[J]. 地理学报, 2009,64(4):487-497.
	[ Chen Shuang, Yao Shimou, Wu Jianping. Policy instrument of urban growth management and its effectiveness in Nanjing. Acta Geographica Sinica, 2009,64(4):487-497. ]
[35]	中华人民共和国国家标准(GB17761—2018). 电动自行车安全技术规范[S]. 2018-05-15.
	[ China's national standard(GB17761—2018). Safety technical specification for electric bicycle. 2018-05-15.]
[36]	王宝铭. 对城市人口分布与商业网点布局相关性的探讨[J]. 人文地理, 1995,10(1):36-39.
	[ Wang Baoming. Discussion on the correlation between urban population distribution and commercial network layout. Human Geography, 1995,10(1):36-39. ]
[37]	李德仁, 李熙. 论夜光遥感数据挖掘[J]. 测绘学报, 2015,44(6):591-601.
	[ Li Deren, Li Xi. An overview on data mining of nighttime light remote sensing. Acta Geodaetica et Cartographica Sinica, 2015,44(6):591-601. ]
[38]	许学强, 周一星, 宁越敏. 城市地理学 [M]. 北京: 高等教育出版社, 1998: 194-220.
	[ Xu Xueqiang, Zhou Yixing, Ning Yuemin. Urban geography, Beijing, China: Higher Education Press, 1998: 194-220. ]
[39]	时臻, 白光润. 浅析上海市大卖场的空间区位选择[J]. 人文地理, 2003,18(4):89-92, 31.
	[ Shi Zhen, Bai Guangrun. Research on the location of large scale supermarket in Shanghai. Human Geography, 2003,18(4):89-92, 31. ]
[40]	中华人民共和国国家标准(GB/T 18106—2004). 零售业态分类[S]. 2004-06-09.
	[ China's national standard (GB/T 18106-2004). Classification of retail formats. 2004-06-09.]
[41]	嵇昊威, 赵媛. 南京市城市大型超级市场空间分布研究[J]. 经济地理, 2010,30(5):756-760.
	[ Ji Haowei, Zhao Yuan. The spatial distribution of large supermarket in Nanjing. Economic Geography, 2010,30(5):756-760. ]

服务类型	社区	酒店	写字楼	医院	学校
数量/个	1850	753	313	65	35
占比/%	60.4	24.6	10.2	2.1	3.1

社区化新零售的布局选址与优化发展研究——以南京市盒马鲜生为例

Location choice and optimization of development of community-oriented new retail stores: A case study of Freshippo stores in Nanjing City

RichHTML

PDF (PC)

赞

可视化

摘要/Abstract

引用本文

使用本文

图/表 17

参考文献 41

相关文章 15

Metrics

本文评价

推荐阅读 0

[1]	汪凡, 林玥希, 汪明峰. 第三空间还是无限场景:新零售的区位选择与影响因素研究[J]. 地理科学进展, 2020, 39(9): 1522-1531.
[2]	李智轩, 何仲禹, 张一鸣, 金霜霜, 王雪梅, 朱捷, 刘师岑. 绿色环境暴露对居民心理健康的影响研究——以南京为例[J]. 地理科学进展, 2020, 39(5): 779-791.
[3]	曹晨, 甄峰, 汪侠, 姜玉培. 基于结构方程模型的南京市就业者通勤行为特征对健康的影响研究[J]. 地理科学进展, 2020, 39(12): 2043-2053.
[4]	崔喆, 沈丽珍, 刘子慎. 南京市新街口CBD服务业空间集聚及演变特征——基于微观企业数据[J]. 地理科学进展, 2020, 39(11): 1832-1844.
[5]	许熳灵, 付晓, 汤君友, 刘志远. 天气因素对城市地铁客流时空分布的影响——基于智能交通卡数据的实证研究[J]. 地理科学进展, 2020, 39(1): 45-55.
[6]	闫梦露,王柏源,赵小风,钟太洋. 新型职业农民对城市郊区耕地利用“大棚化”转型的影响——以南京市为例[J]. 地理科学进展, 2019, 38(9): 1294-1304.
[7]	陈曦, 冯建喜. 基于步行性与污染物暴露空间格局比较的建成环境健康效应——以南京为例[J]. 地理科学进展, 2019, 38(2): 296-304.
[8]	吴翔华, 陈昕雨, 袁丰. 南京市住房困难人群职住关系及影响因素分析[J]. 地理科学进展, 2019, 38(12): 1890-1902.
[9]	纪小美, 崔会芳, 陶卓民. 社会记忆视角下的南京城市街巷地名变迁[J]. 地理科学进展, 2019, 38(11): 1692-1700.
[10]	李智轩, 胡宏. 基于计划行为理论的城市居住分异对居民健康活动的影响研究[J]. 地理科学进展, 2019, 38(11): 1712-1725.
[11]	宋伟轩, 马雨竹, 陈艳如. 南京城区住宅售租价格时空分异与影响因素[J]. 地理科学进展, 2018, 37(9): 1268-1276.
[12]	常恩予, 甄峰, 孙晨. 社区网络的使用及其对社区参与的影响——以南京市为例[J]. 地理科学进展, 2017, 36(7): 785-794.
[13]	刘宏燕, 陈雯. 中国基础教育资源布局研究述评[J]. 地理科学进展, 2017, 36(5): 557-568.
[14]	陈卉, 甄峰. 信息通讯技术对老年人的社区满意度影响路径——以南京市锁金社区为例[J]. 地理科学进展, 2016, 35(9): 1167-1176.
[15]	章雨晴, 甄峰, 张永明. 南京市居民网络购物行为特征——以书籍和衣服为例[J]. 地理科学进展, 2016, 35(4): 476-486.