I 摘要 选址是所有实体店铺的经营者无法回避的工作，将直接影响店铺未来的经营 业绩，对书店而言也不例外。由于W企业在书店选址过程中存在影 响因素缺乏统 一标准，各因素缺乏合理权重指标，决策过程主观性强等问题。因此，为提升书 店选址效果，开展了相关研究工作，建立了W企业书店选址评价体系。 首先，确定W 企业书店选址影响因素是建立书店选址评价体系的第一步。通 过运用德尔菲法，以W企业内部相关人员组建专家团队，开展多轮调研工作，确 定了W企业书店选址的影响因素：客 源情况、商业环境、成本费用、到达便利性、 物业情况、未来发展趋势等6项书店选址一级影响因素，以及18项二级影响因素。 然后，在此基础上，运用层次分析法构建W企业书 店选址评价体系的层次结 构模型，构造判断矩阵，进行一致性检验，明确了各影响因素对书店选址而言的 权重系数。研究发现：在一级影响因素中客源情况的重要程度系数最高 ，其它影 响因素重要程度排序依次为商业环境、成本费用、到达便利性、物业情况、未来 发展趋势。在选址决策时不能过分重视某一影响因素，需要根据科学的分析结果 进行合 理综合判断。研究还发现，同一归属下的二级影响因素重要程度排序存在 显著差异。例如，同属于客源情况的二级影响因素学生客源、居家客源、办公客 源，其重要程度总排序 分别为第1、第6、第11；同属于到达便利性的二级影响因 素公交到达、驾车到达、停车便利性，其重要程度总排序分别为第4、第16、第9 等。因此在进行选址决策时有必要考虑 二级影响因素，以确保充分考虑到了某些 细节问题，保障决策结果的合理性。 最后，将W企业书店选址评价体系运用到Z市书店选址实践中，对三个备选 方案进行分析，根据合理 的权重综合考虑各选址影响因素，最终Z市新区步行街 选址备选方案因学生客源等重要因素具备优势，被判定为综合最优。经实践，不 仅解决了实际选址问题，还例证了该评价体 系的有效性。与现有书店选址问题的 文献相比较，本文构建的评价体系对企业而言具有针对性、系统性、适用性优势。 关键词：书店，选址，德尔菲法，层次分析法，评价体系 ABSTRACT II ABSTRACT Location selection is an unavoidable work for all the operators of physical stores, which will directly affect the future business performance of the stores, and it is no exception for bookstores. There are some problems in the process of selecting bookstores for W enterprise, such as the lack of unified standards for influencing factors, the lack of reasonable weight indicators for each factor, and the subjectivity of decision-making process. Therefore, in order to improve the effect of bookshop location, the relevant research work has been carried out and the evaluation system of bookshop location of W enterprise has been established. First of all, the first step to establish the evaluation system of bookstore location is to determine the influencing factors. By using Delphi method, the relevant personnel of W enterprise set up an expert team to carry out multiple rounds of research and determine the influencing factors of the location of W enterprise bookstore. It includes six first-class influencing factors of bookstore location, including customer source, business environment, cost, convenience of arrival, property situation and future development trend, as well as 18 second-class influencing factors. Then, on this basis, using AHP to build the hierarchical structure model of the evaluation system of W enterprise Bookstore location, construct the judgment matrix, carry out the consistency test, and clarify the weight coefficient of each influencing factor to the bookstore location. It is found that the most important factor of the first level influencing factors is the passenger source, and the other influencing factors are business environment, cost, arrival convenience, property situation and future development trend in order of importance. We should not pay too much attention to a certain influencing factor in site selection decision-making, and should make a reasonable comprehensive judgment according to the scientific analysis results. It is also found that there are significant differences in the order of importance of the secondary influencing factors under the same attribution. For example, under the factor of source of tourists, the second level influencing factors are students' source of tourists, home-based source of tourists and office source of tourists, with the importance ranking of 1, 6 and 11 respectively; under the factor of arrival convenience, the second level influencing factors are bus arrival, driving arrival and parking convenience, with the ABSTRACT III importance ranking of 4, 16 and 9 respectively. Therefore, it is necessary to consider the secondary factors when making the location decision, so as to ensure that some details are fully considered and the rationality of the decision results is guaranteed. Finally, the evaluation system of W enterprise Bookstore location is applied to the practice of Z City Bookstore location, and three alternative schemes are analyzed. According to the reasonable weight, the influencing factors are considered comprehensively. The alternative scheme of Z City new area pedestrian street location is determined to be the comprehensive optimum because of the advantages of important factors such as student source. Through practice, it not only solves the actual location problem, but also proves the effectiveness of the evaluation system. Compared with the existing literature on the location of bookstores, the evaluation system constructed in this paper has the advantages of pertinence, systematization and applicability for enterprises. Keywords: Bookstores, Location selection, Delphi, AHP, Evaluation system 目 录 IV 目 录 第一章 绪 论 .................................................................................................................. 1 1.1 研究的背景和意义 ............................................................................................. 1 1.1.1 研究的背景 ............................................................................................ 1 1.1.2 研究的意义 ............................................................................................ 2 1.2 国内外研究现状 ................................................................................................. 2 1.2.1 国内外商圈理论研究现状 .................................................................... 2 1.2.2 国内外选址问题研究现状 .................................................................... 5 1.2.3 层次分析法研究与应用现状 ................................................................ 8 1.3 研究内容、方法与技术路线 ............................................................................11 1.3.1 研究内容 ...............................................................................................11 1.3.2 研究方法 ...............................................................................................11 1.3.3 技术路线 .............................................................................................. 12 第二章 W企业书店选址现状与问题分析 ................................................................. 14 2.1 W企业书店选址现状 ....................................................................................... 14 2.1.1 书店店址基本情况 .............................................................................. 14 2.1.2 书店选址工作情况 .............................................................................. 15 2.1.3 过去书店选址案例 .............................................................................. 16 2.2 W企业书店选址问题分析 ............................................................................... 18 2.3 本章小结 ........................................................................................................... 20 第三章 W企业书店选址影响因素分析 ..................................................................... 21 3.1 客户和企业需求分析 ....................................................................................... 21 3.1.1 客户需求分析 ...................................................................................... 21 3.1.2 企业需求分析 ............