摘要：There are three basic types of trading area analysis models that can be used to
assess new store location and trade areas potential: analog, regression, and gravity.
Gravity models tend to be popular and primarily include Reilly’s Law of Retail
Gravitation, Converse’s Breaking-Point Model, Huff’s Model of Trade Area Attraction
and Christaller’s Central Place Theory. Arguably the most popular of theses gravity
models and methods is Converse’s Breaking-Point Model which was based on Reilly’s
Law of Retail Gravitation which first appeared in 1929 as a research monograph at the
University of Texas, Austin and was subsequently widely distributed in book form in
1931.
Of primary research importance is the observation that a literature and textbook
review of the application of the Converse Breaking-Point Model produces mixed results
in terms of visually confirmable trade area calculations. This may be based on the further
observation that the ratio in the formula’s denominator should be reversed with
corresponding inverse distance and trade area break-point applications. The authors’
revision of the widely applied Converse Breaking-Point Model is therefore proposed on
the basis of changed retail patterns from the original 1931 derivation of Reilly’s Law due
to the decentralization of retail shopping areas and greatly improved shopper mobility in
more rural and suburban shopping areas. Reilly’s original Law of Retail Gravitation is
reviewed in addition to the Converse Breaking-Point Model with revised formulae logic
and applications identified.
关键词：Reilly’s Law of Retail Gravitation, Converse’s Breaking-Point Model, trade
areas, gravity models, retail location
