Salop模式下的消费者决策——星巴克布拉格和里士满商业模式研究

IF 3 Q1 ECONOMICS
Oldrich Kucera, B. Kadeřábková
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引用次数: 1

摘要

本文从地理位置的角度分析了星巴克在布拉格和里士满的商业模式,重点关注公司的消费者及其通勤决策。使用修正的Salop圈模型,计算、解释和比较了两个城市星巴克普通消费者的交通成本。据透露,里士满的星巴克消费者平均承担的交通成本是布拉格消费者的1.255倍,并且愿意走2.54倍的路程购买星巴克的普通产品。此外,在分析了交通成本后,该研究基于商业咨询中常用的解决案例研究的几种技术,为在这两个城市新建星巴克门店提供了一个现实可行的商业建议。建议在布拉格开设新店最合适的地点是布拉格火车总站。相比之下,里士满最好的位置是西布罗德街E和北伦巴第街的交叉口,靠近弗吉尼亚联邦大学。该研究的主要贡献是推翻了Salop的圆模型,并强调运输成本是一个内生变量。总的来说,这项研究可以指导商业战略的空间优化,从循环经济应用到消费者对运输成本敏感度不同的地区的战略管理决策。
本文章由计算机程序翻译,如有差异,请以英文原文为准。
Consumers´ Decision-Making under Salop´s Model: Key Study on Starbucks Prague and Richmond business model
This study thesis analyses the Starbucks business model in Prague and Richmond from the location perspective, focusing on the company’s consumers and their decision-making towards commuting to the stores. Using modified Salop’s circle model, the transportation costs of the average Starbucks consumer in both cities are calculated, explained, and compared. It is revealed that the average Starbucks consumer in Richmond bears, on average, 1.255x higher transportation costs than the one in Prague and is willing to travel 2.54x higher distances to purchase the average Starbucks product. In addition, after analyzing transportation costs, the study offers a real-life applicable business proposal for where to place a new Starbucks store in both cities, based on several techniques often used in business consulting for solving case studies. The suggested most suitable location for the new store in Prague is the Prague main railway station. In contrast, the best location in Richmond is the intersection of West Broad Street E and North Lombardy Street, close to Virginia Commonwealth University. The study’s main contribution is the inverting of Salop’s circle model and emphasizing transportation costs as an endogenous variable. In general terms, this study may guide spatial optimization in business strategies, from circular economy applications to strategic managerial decisions in locations with different consumer sensitivity to transportation costs.
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