基于时间距离的C2C电子商务虚拟商圈分析——以位于北京的淘宝网化妆品零售为例

Analysis of virtual trading area of C2C E-commerce based on temporal distance:A case study of 50 cosmetics retail stores on TAOBAO in Beijing

基于超制图学的基本思想,建立模型将物流配送的时间距离,换算成km为单位的空间距离。在此基础上,通过ArcGIS的地图投影空间变换方法,用换算出的"距离"重新定义两地间距离,变形原地图形成时间距离地图。选取位于北京的50家淘宝网化妆品C2C电子商务卖家,分析其近6个月的交易信息,基于时间距离地图,研究其虚拟商圈形态特征及产生原因。结果表明,C2C电子商务在时间距离地图上的虚拟商圈,呈现出与传统零售业商圈类似但又不完全相同的特征:信息技术降低空间摩擦,使得虚拟商圈辐射范围较广;"时间距离"影响了消费决策,虚拟商圈呈现出近圆形圈层;但"时间距离"的"摩擦阻力"不是消费决策唯一影响因素,虚拟商圈的渗透性、重叠性、动态变化较传统商圈增强。

According to the theory of metacartography, this paper, using model-building, tries to transform the spatial distance into the temporal distance. On this basis, it re-defines the distance between two places using the map projection transformation method in ArcGIS. Thus, the temporal distance map is obtained theoretically. Then this paper, taking the case of 50 cosmetics retail stores on TAOBAO in Beijing as an example, analyzes their transaction information of 6 months, and conducts studies on the features and causes of virtual trading area based on the temporal distance map. Some unique features are shown compared with traditional trading area. （1） The virtual trading area has even a wider range because the new ICTs can reduce the space friction. （2） The temporal distance affects consumption decision so that the virtual trading area demonstrates hierarchy. （3） The frictional resistance of temporal distance is not the unique factor affecting consumption decision, and, in actual cases, the virtual trading areas demonstrate more permeability, superposition and dynamics compared with the traditional trading area.