Delimitácia intraurbánnej nákupnej zóny na základe mobilných dát: prípadová štúdia Avion Shopping Parku (Bratislava)
František Križan – Peter Barlík – Kristína Bilková – Petra Hencelová
Abstract
The term of trade areas is topic of many scientific disciplines and always relates to space. Therefore, the geographical (spatial) approach plays a fundamental role in their re-search. The trade areas definition can be considered as one of the key terms of geomar-keting. Its application is used not only in the localization of the retail, but also in quan-titative and qualitative analysis of the potential customers. The methodological diversity of the trade areas delimitation is based on various available datasets. The universal methodological procedure for the trade areas delimitation has not been adopted yet. The authors' attention is focusedon the trade areas delimitation for the Avion Shopping Park in Bratislava. An anonymized data of mobile operators based on passive location of the potential consumers were used. Applied method and data has a wide range of ap-plication in marketing practice.
Keywords: trade area, mobile positioning data, shopping mall, GIS, Bratislava
JEL Classification: M31, O14, R0
Received: 10.3.2020 Accepted: 25.6.2020 Published: 30.6.2020
How to cite this (APA 7th edition):
Križan, F., Barlík, P., Bilková, K., & Hencelová, P. (2020). Delimitácia intraurbánnej nákupnej zóny na základe mobilných dát: prípadová štúdia Avion Shopping Parku (Bratislava): Delimitation of Intraurban Trade Areas Based on Mobile Data: Case Study of Avion Shopping Park (Bratislava). Studia commercialia Bratislavensia: vedecký časopis Obchodnej fakulty Ekonomickej univerzity v Bratislave, 13(2), 140-149.
ISSN (online): 1339-3081
Publisher: Fakulty of Commerce, University of Economics in Bratislava
License:
This work is licensed under a Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 International License.