Basic Research For the Development of a Realtime Microarea Marketing Support System

点击翻译按钮获取中文摘要

This research aims for the development of a Realtime Microarea Marketing Support System using Geographic Information Systems (GIS). With the cooperation of a membership athletic club, we used the logdata from their computerized membership management system and doorway management system for our case study.A membership athletic club differs from the general commercial facility in means that it requires a stable increase in use efficiency at any hour or day. First, we obtained data on membership enrollment and withdrawal, active members and members in suspension, also data on doorway activity by the seconds from one of the club facilities in Denencho-fu, Tokyo, during the period May to September 1999. The data was analyzed using GIS data from the 4cities and 1ward most users came from. Consulting the athletic club manager from time to time on the analysis results, the analysis was corroborated by focusing on user satisfaction.As for our accomplishment of this year, First, we started on the statistical analysis of doorway activity logdata and from this data, we confirmed that there were 3 user groups ; early morning elderly users, daytime housewife users and nighttime/holiday users coming in on their way back from work. It was clear that each group had different attribute characteristics, for example, time spent in facility and residential area. These results were presented at the Geographic Information Systems Association. The other accomplishment was, to cover the shortage in logdata, we conducted a questionnarire for a week at the same facility. The questionnaire was to collect data on where the user had been before coming in and the destination after leaving the facility. This made clear the part of the pattern of the user coming in after work which is specific to suburban facilities. Information on what the user does inside the facility has been collected by this same questionnaire but this analysis will be subject for further study.