Perakende Market Lokasyonları için CBS Tabanlı Çok Kriterli AHP Yöntemi ile Optimal Yer Seçimi Analizi: İstanbul Örneği

Year 2020, , 1032 - 1050, 31.12.2020

Hasan Can Beyhan , Gizem Eren , Bahadır Aktuğ

https://doi.org/10.35414/akufemubid.803391

Cited By: 6

Abstract

Potansiyel zincir market yerlerinin optimal olarak seçilmesi hala ilgi gören bir konudur. Yeni açılan marketlerin önemli bir bölümü düşük karlılık ve Pazar yamyamlığına maruz kalmaktadır. Karlılığı yüksek market yerlerinin seçimi konusunda, Coğrafi Bilgi Sistemleri (CBS) ve büyük veri setleri kullanan sayısal yöntemlerin, kişisel deneyim ve içgüdülere dayalı geleneksel yöntemlere göre daha etkin olduğu ortaya konmuştur. Diğer yandan, veri setinin ölçeği büyüdükçe, olası tutarsızlıkların olma ihtimali artmaktadır. Bu çalışmada, İstanbul’daki zincir market yerlerinin seçimi için mevcut en büyük CBS veri seti kullanılmış ve tüm veri seti için kapsamlı bir tutarlılık analizi gerçekleştirilmiştir. 23 adet öznitelikten oluşan geniş bir veri kümesi çalışmada girdi olarak kullanılmış ve optimal market yerlerinin belirlenmesinde Analitik Hiyerarşi Süreci (AHP) kullanılmış ve sonuçlar İdeal Çözüme Benzerlikle Tercih Düzeni Tekniği (TOPSIS) yöntemi ile de doğrulanmıştır. Sonuçlar, mevcut 7196 market yerinden 218’inin analizler sonucunda yüksek potansiyelli olarak tespit edilen lokasyonlarda yer aldığını, bununla birlikte tespit edilen 75 yüksek potansiyelli alanda hala yeni market açılması için potansiyel olduğunu göstermektedir.

Keywords

Grid Bazlı Yer Seçimi, Coğrafi Bilgi Sistemi (CBS), Önemli Noktalar (POI), Perakende Zincir Marketler, Analitik Hiyerarşi Süreci (AHP), Coğrafi Karar Destek Sistemi (GeoKDS)

Supporting Institution

Ankara Üniversitesi, Mühendislik Fakültesi, Jeofizik Mühendisliği, Ankara

Thanks

Çalışmamızda anket verilerinin kullanımı konusunda yardımlarını esirgemeyen Sn. Cem Pektaş’a teşekkür ederiz.

Optimal Location Selection for Retail Market Locations with GIS Based Multi Criteria AHP Method: The Case of Istanbul

Abstract

Optimal selection of possible chain market locations is still an ongoing interest. A significant number of newly founded markets are suffering from low profitability and cannibalism. Contrary to the traditional methods which are based on personal experience or instincts, quantitative methods which employ Geographic Information Systems (GIS) and large data sets have proved to be more efficient to determine the most profitable and market locations. On the other hand, the larger the scale of the data set, the more prone it is to possible inconsistencies. In this study, we employ the largest available GIS data set for selection of chain market locations in İstanbul and carry out an extensive consistency test for the whole data set. A wide range of 23 attributes were incorporated into the analysis and Analytical Hierarchy Process (AHP) was used to determine the optimal locations. The results were also confirmed by the Technique for Order Preference by Similarity to Ideal Solution (TOPSIS) method. The results show that 218 out of 7196 markets are already located high potential areas determined in the analysis and there is still a potential to establish new markets in 75 high potential areas according to our analysis.

Keywords

Grid Based Location Selection, Geographic Information System (GIS), Points of Interest (POI), Retail Chain Markets, Analytical Hierarchy Process (AHP), Geographical Decision Support System (GeoKDS)

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