Modeling and Simulation of Consumer Preference Decision for Commercial Complex Location Based on System Dynamics

The influencing factors of consumer shopping behavior play a key role in the later performance of commercial real estate enterprises. On the basis of analyzing the influence factors of customer patronage and the influence factors of commercial complex site selection decision and their relationship, a causal relationship graph and a system dynamic model are established, which can describe the influence of customer preference on commercial complex site selection decision. And introducing customer subjective factors optimize the original pure objective factors site selection decision model. The model is implemented by using the system dynamics modeling tool Vensim. At the same time, the model is verified by using the data of the first-hand investigation. The results show that the calculated data of the model is in good agreement with the actual data. The results show that the system dynamics method can effectively simulate the influence of various factors on the decision-making of the commercial complex. As the forecast of the model, the key indexes of the decision-making of the city commercial complex are discussed, and the measures to be taken are put forward, which can provide reference for the decision-making of the location.