A geographical study about the diversification of a retail type and the location in Tokyo metropolitan area

第二章为分析。1和2是基于5家大型连锁便利店提供的POS(销售点)数据。来自东京都地区287家门店的数据可用于这项研究，而该连锁店在同一地区经营着数百家门店。通过对商品群销售模式多样性的分析，提出了店铺类型的分类。按照所提出的门店类型，系统地解释了销售模式多样性与门店区位多样性之间的相关性；通过对商品组的因子分析，提出了5个因素来解释便利店的销售模式，并根据每个因素负荷的聚类分析结果将门店划分为7种类型；便利店凭借其在一站式购物方面的优势，被认为获得了超市等竞争对手的部分潜在销售额。通过对POS数据的分析，这一论断得到了验证。便利店在功能上的这一方面基本上反映了零售商在当地市场上的竞争。然而，值得注意的是，年轻顾客表现出不同于年长顾客的商店选择行为模式。值得注意的是，一些便利店的销售模式在白天和晚上都有明显的变化，白天是上班族或大学生的需求，晚上是当地居民的“换人”需求。第三章考察了“99号店”的经营状况特征、选址策略和增长可能性。因此，在东京都地区，SHOP99可以开店的地方仍然很多，潜在的850号上升到了附近。然而，当地城区人口密度低，以SHOP99为目标的小户型很少。有鉴于此，SHOP99可以开店的空间非常小。

Analysis in Chapter. 1 and 2 are based on the POS (point-of-sales) data supplied by 5 large convenience store chains. The data from 287 stores around the Tokyo metropolitan area are available for this study, while the chain operates several hundred stores in the same area. Classification of store types is proposed through the analysis of diversity in the pattern of sales by commodity groups. Along the line of the proposed store types, systematic interpretation is given for the correlation between diversity in the pattern of sales and that in the store locations.The result of factor analysis by the commodity groups suggests five factors to explain the sales patterns of convenience stores, and according to the result of cluster analysis on each factor loading, stores are classified into the seven types.Convenience stores, with its advantage in one-stop shopping, are said to acquire a part of potential sales of supermarkets and other competitors. This assertion has been proved through the analysis of POS data. Such aspect in the functions of convenience stores basically reflects the retailers' competition in the local market. It is noteworthy, however, the younger customers show different pattern of store choice behavior from older ones. It is also notable that some convenience stores show a clear-cut change in sales patterns by day and night, with office workers' or college students' needs in the daytime and local residents' 'replacement' needs at night.With Chapter 3, I examined a business condition characteristic, a location strategy, and growth possibility about "shop99". As a result, In Tokyo metropolitan area, the place where "SHOP99" could open a store was still had a lot, and potential number 850 rose near. However, population density is low in the local city zone, and there are few small households which SHOP99 assumes a target. On this account there is remarkably little room where SHOP99 can open a store.