Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)

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Research on Location Strategy of Service Enterprises Entering Saturated Market

-Take Wuhan Sexy Tea Shop as An Example

Authors
Yan Li1, 2, *, Wencan Wu2, Keqiang Wang2, Jing Huang2
1Manufacturing Industry Development Research Center on Wuhan City Circle, Wuhan, China
2Business School of Jianghan University, Wuhan, Hubei, China
*Corresponding author. Email: yldesign@jhun.edu.cn
Corresponding Author
Yan Li
Available Online 29 December 2022.
DOI
10.2991/978-94-6463-102-9_16How to use a DOI?
Keywords
location strategy; saturated market; GIS; conditional logit model
Abstract

With the increasing proportion of the service industry in economic contribution and the increasingly fierce competition among service enterprises, the location strategy will be an important part of the overall enterprise strategy if it wants to survive and develop in the saturated market. This paper takes Sexy Tea, a brand enterprise in Changsha, as an example to discuss its site selection strategy for entering the saturated milk tea market in Wuhan. Based on the Sexy Tea’s store addresses in 13 administrative districts of Wuhan, six basic factors affecting the enterprise location were identified by using geographic information system (GIS). The conditional logit model and Stata software are used to further analyze the significance and marginal changes of the factors. Research shows that the number of subway stations and the number of buildings is the two most important factors influencing the location of the company. Finally, suggestions were made on the site selection strategy for the company's further expansion in Wuhan.

Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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Volume Title
Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)
Series
Atlantis Highlights in Computer Sciences
Publication Date
29 December 2022
ISBN
978-94-6463-102-9
ISSN
2589-4900
DOI
10.2991/978-94-6463-102-9_16How to use a DOI?
Copyright
© 2023 The Author(s)
Open Access
Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

Cite this article

risenwbib
TY  - CONF
AU  - Yan Li
AU  - Wencan Wu
AU  - Keqiang Wang
AU  - Jing Huang
PY  - 2022
DA  - 2022/12/29
TI  - Research on Location Strategy of Service Enterprises Entering Saturated Market
BT  - Proceedings of the 2022 2nd International Conference on Business Administration and Data Science (BADS 2022)
PB  - Atlantis Press
SP  - 126
EP  - 137
SN  - 2589-4900
UR  - https://doi.org/10.2991/978-94-6463-102-9_16
DO  - 10.2991/978-94-6463-102-9_16
ID  - Li2022
ER  -