AHP 기반의 수정 Huff 모형을 활용한 상권분석
Trading Area Analysis Using Modified Huff Model Based on Analytic Hierarchy Process
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초록
상권분석 결과는 위치력을 평가하거나 상점입지를 선택하는 중요한 근거가 된다. 반면 일반적으로 좋지 않은 입지에 위치한 점포가 높은 수익을 보이는 현상 또한 자주 확인할 수 있다. 이는 특정 점포의 매장 면적이나 거리 등의 일반적인 상권분석 이외의 변수가 적용되어 상권이 변경되었음을 의미한다. 본 연구에서는 매장 면적이나 거리 등의 기본 변수 이외에 이를 보완하는 요소로 마케팅의 4P를 선정하고, AHP를 통해 거리수정계수를 적용하는 수정 Huff 모형을 제시한다. 또한 이를 확인하기 위하여 인접한 두 개의 대형 유통점에 이를 적용하고, 그 결과를 확인한다. 제안된 방법은 기본적인 Huff 모형에 비하여 보다 손쉽고 정확한 상권을 예측할 수 있을 것으로 확인된다.
Abstract
Trading area analysis is a critical basis for determining the merit of a particular location before setting up commercial activity. Yet, it is not rare to come across a case wherein a store has been making high profits in spite of being set up in an inadvisable location. This is because factors apart from the common parameters such as population, floor space of some stores, and distance may have played a role in the store’s success away from a traditional trading area. In this study, we selected the four Ps of marketing as supplemental parameters to decide the trading areas. Furthermore, we have proposed the modified Huff model that considers the distance modification factor based on the analytic hierarchy process. To substantiate our claim, we selected two super stores situated in near-contiguity, applied the proposed model, and checked the impact on the estimated sales amount. The proposed modified Huff model can be possibly used to make more easy and accurate trading area analysis than the traditional Huff model.
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