基于线上营销数据的哈尔滨市业态分布格局及热点识别分析

Distribution Pattern and Hot Spots of Commercial Space Based on Online Marketing Data in Harbin

基于线上平台的商户营销数据,结合哈尔滨市人口与城市规划数据,采用核密度估计法、Getis-Ord G*i分析法和Ripley’s K函数分析法对哈尔滨市商业网点集聚中心进行了识别,并进一步从不同行业的角度分析了商户分布的影响因素。研究发现,哈尔滨市商业网点集聚的分布特征显著,且趋向与多中心的布局形式,商业中心在主城区内分散较为平均。商业热点区域总体聚集于道里区与南岗区,且哈西商圈发展形式向好。江北地区的商业元素分布较江南差距明显,且商业营销元素较好的商户分布显著集中于中央大街、群力和哈西商圈。不同行业间集聚表现特征不同,商户选址倾向与其行业经营特征有着较大联系。

Based on the merchant marketing data from the online platform,combined with population and urban planning data from Harbin,the clustering centers,Getis-Ord G*i analytical approach and Ripley’s K function analysis are adopted,and the factors influencing the distribution of commercial tenants are further analyzed from the perspective of different industries.The study finds that the distribution characteristics of commercial network clusters in Harbin City are significant and tends to be in the form of a multi-center layout,and the city is evenly dispersed.The commercial hots pots are concentrated in Daoli and Nangang districts,and the development form of the Haxi business district is improving.The distribution of commercial elements in the Jiangbei Area is quite less-developed compared with Jiangnan Area.Distribution of commercial tenants with good business marketing elements is centered in Central Street,Qunli and Haxi business districts.Different industries have different characteristics of clustering,in which the tendency of merchants choosing their locations is closely related to their industry operating characteristics.