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Multi-criteria analysis of sales areas - a gravitation model in an interactive geomarketing tool

: Voss, A.; Ocakli, A.; Warmelink, F.; Denisovich, I.

Goodchild, M.:
GIS Planet 2005. Conference proceedings. CD-ROM : May 30-June 2, Estoril, Portugal
Lisboa: Instituto Geografico Portugues, 2005
ISBN: 972-97367-5-8
International Conference & Exhibition on Geographical Information (GISPLANET) <2005, Estoril>
Conference Paper
Fraunhofer AIS ( IAIS) ()
Geomarketing; geo-visualization; multi-criteria analysis; spatial decision support; GIS usability; sales zone; competitive analysis; spatial interaction model; facility optimization

Drawing buffers around facilities is a very first step to compute sales areas. The computation of driving times to surrounding consumers is possible in few geomarketing tools, but none has a built-in gravitation model that takes into account the attractiveness of facilities and their competitors on consumer potentials in the environment. This article discusses requirements for the integration of the functionality of a gravitation model into geomarketing tools: dynamic computations, parametric attributes, and interactive visualization methods for spatial relations. A multi-criteria analysis of sales areas for a chain of bakery shops using the CommonGIS software provides examples.