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Aplicación de geomarketing en la optimización de una red de puntos de venta

Author

Listed:
  • Vicente Rodríguez
  • Cristina Olarte-Pascual
  • Manuela Saco

Abstract

En este trabajo se han aplicado modelos de localización – asignación, utilizando los algoritmos p-mediano y maximización de la competencia espacial, con la finalidad de situar óptimamente una red de concesionarios. Los modelos se calculan sobre una red de 25 puntos de venta distribuidos a lo largo de los 1240 códigos postales de Andalucía. Los resultados muestran que una óptima ubicación de 11 puntos de venta permite el acceso a mercados potenciales suficientes a esta red comercial. Esta investigación ha analizado el mercado potencial mínimo para un concesionario (5.842 unidades) y su cobertura geográfica máxima (57,81 kms). Los resultados obtenidos pueden ayudar a los directivos de las multinacionales en la coordinación de sus redes comerciales.

Suggested Citation

  • Vicente Rodríguez & Cristina Olarte-Pascual & Manuela Saco, 2016. "Aplicación de geomarketing en la optimización de una red de puntos de venta," DOCFRADIS Working Papers 1602, Catedra Fundación Ramón Areces de Distribución Comercial, revised May 2016.
    • Handle: RePEc:ovr:docfra:1602
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    More about this item

    Keywords

    Geomarketing; Sistemas de Información Geográfico (SIG); Automoción; Modelo de Localización – Asignación; Andalucía;
    All these keywords.

    JEL classification:

    • M31 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Marketing and Advertising - - - Marketing
    • M10 - Business Administration and Business Economics; Marketing; Accounting; Personnel Economics - - Business Administration - - - General
    • R11 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General Regional Economics - - - Regional Economic Activity: Growth, Development, Environmental Issues, and Changes

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