Geomarketing modeling – an analytical tool for business planning
DOI:
https://doi.org/10.18413/2687-0932-2020-47-4-710-717Keywords:
geomarketing modeling, strategic planning, marketing planning, model, optimal locationAbstract
The article deals with the use of geomarketing modeling as a strategic tool for business planning. Foreign models of geomarketing, their advantages and disadvantages are analyzed, mathematical methods are systematized (mathematical modeling, correlation and regression analysis, factor analysis, calculus of variations, principal components, cluster method, qualimetric models) for conducting geomarketing research. The author's geomarketing model of choosing the optimal location of business objects (collection of factors of customer preferences, their significance; determining the criteria for business profitability; building the radius of potential customers and businesses; comparing data sets, a set of geographical addresses, calculating the probability of visiting an address; choosing optimal geographical locations) is proposed. multi-factor spatial arrays, the advantages of approbation and replication of the model are indicated (accuracy of calculations, consulting services, use of a software product).
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