期刊名称：GI_FORUM - Journal for Geographic Information Science
电子版ISSN：2308-1708
出版年度：2014
页码：105-114
DOI：10.1553/giscience2014s105
出版社：ÖAW Verlag, Wien
摘要：Nowadays, it is very difficult to succeed in a world of competition and challenges,especially for malls. Città Fiera is a big mall, situated in the North-East of Italy, and itattracts all kinds of people. Therefore, it is very important to know which marketingstrategy (e.g. advertisement) should be utilized in which municipality in order to attractspecific visitor categories. The mall marketing department needs to have information (e.g.spatial distribution and potential of visitors) about the following visitor categories:housewives aged under 45, housewives aged over 45, employees aged between 35 and 55,unemployed and university students.The paper is structured as follows: at first a basic overview about the topic is providedthrough a literature research. Then the interview data is analyzed, projecting the empirical10.140 interviews to the total number of 5.248.441 yearly entrances counted at the door ofthe mall. Then, the statistical analysis is performed and the geodata are evaluated. Finally,network analysis and spatial analysis are carried out, as well as a subsequent cartographicvisualization. Based on this analysis the marketing department knows who the visitors areand where they reside. It is subsequently possible to define the marketing strategy (e.g.advertisement) for specific visitor categories at the right location.
