Received date: 2007-12-23
Revised date: 2008-09-29
Online published: 2008-12-25
Supported by
National Natural Science Foundation of China, No.40371037; Basic Research Project for the Ministry of Science and Technology of PRC, No.2007FY140800-3(2)
Cultural diffusion is an important part of study in cultural geography and communication. The current models of cultural diffusion take time as a variable and some of them take location as a variable. Cultural geography pays attention to the spatial diffusion of cultural phenomena. Therefore, diffusion models describing spatial changes are required. Setting Kentucky Fried Chicken (KFC) as a research object, this paper builds models to analyze how foreign catering chain stores are spatially diffused within Beijing City. KFC's diffusion is a typical expending diffusion. This kind of diffusion has spatial preference. The social structure of Beijing made a good base for KFC's entering in the late 1980s. This modeling analysis is based on the data given by KFC's headquarter in Beijing and aims to set models with spatial variables. This study found KFC's diffusion does not follow the grade of commercial central places in Beijing City. Five diffusion rings in this paper are designed as spatial variables. The Ring Order Model and Radius Model can not pass their tests, while Alpha Model passes. Alpha Model depicts the relation between diffusion directions of KFC and their opening order. The three conclusions of this paper are: (1) In comparison to former models, this paper designs three new spatial variables for diffusion models of KFC. Alpha Model has passed its reliable test. It could be applied in forecasting the direction of a new KFC approximately. (2) These models, in addition to yielding new insights into the processes involved in spatial diffusion, are helpful for middle class catering chain stores in site selection. The Alpha Model is better for selecting than Ring-Order Model and Radius Model. (3) Economic factors have greater influence on KFC's diffusion. The Ring Order in this paper shows the consumption levels. One of the shortcomings in this paper is taking diffusion rings as static ones. Another one is ignoring the competition of other catering chain stores in the same commercial area. Lacking of census data, the models in this paper have less variables.
Key words： cultural diffusion; diffusion models; KFC
ZHOU Shangyi, ZUO Yi'ou, WU Qian . A Modeling of KFC's Spatial Diffusion in Beijing City[J]. Acta Geographica Sinica, 2008 , 63(12) : 1311 -1317 . DOI: 10.11821/xb200812008
[1] Zhou Shangyi, Kong Xiang, Zhu Hong. Cultural Geography. Beijing: Advanced Education Press, 2004. 177.
[周尚意, 孔 翔, 朱竑. 文化地理学. 北京: 高等教育出版社, 2004. 177.]
[2] Sima Yunjie. Cultural Sociology. Jinan: Shandong People's Press, 1986. 339.
[司马云杰. 文化社会学. 济南: 山东人民 出版社, 1986. 339.]
[3] Wang Enyong, Zhao Rong, Zhang Xiaolin. Human Geography. Beijing: Advanced Education Press, 2003. 35.
[王恩涌, 赵荣, 张小林. 人文地理学. 北京: 高等教育出版社, 2003. 35.]
[4] Spencer J E, Thomas W L. Cultural Geography: An Evolutionary Introduction to Our Humanized Earth. New York: Wiley, 1969. 140.
[5] Jordan T G, Domosh M, Rowntree L. The Human Mosaic: A Thematic Introduction to Cultural Geography. New York: Harper-Collins College Publishers, 1994.
[6] Weng Qihao. The relationship between environmental change and cultural origin and diffusion in Zhujiang River Delta. Scientia Geographica Sinica, 1994, 13(1): 1-9.
[翁齐浩. 珠江三角洲全新环境变化与文化起源及传播的关系. 地理科 学, 1994, 13(1): 1-9.]
[7] Sun Jiaming. Diffusion with adaptation: A case of Shanghai's consumer culture change. A Multi-Disciplinary Graduate Student Conference. Jan. 22. 2002 UIC. Chicago. http://www.bsos.umd.edu/socy/conference/newpapers/sun.pdf
[8] Wellhofer E S. 'Things Fall Apart; The Center Cannot Hold': Cores, peripheries and peripheral nationalism at the core and periphery of the world economy. Political Geography, 1995, 14(6/7): 503-520.
[9] Yu Xiangyang, Wang Xingzhong. The spatial structure of the commercial entertainment places under the urban community environment. Human Geography, 2003, 18(2): 30-36.
[余向洋, 王兴中. 城市社区环境下商业性娱乐场所 的空间结构. 人文地理, 2003, 18(2): 30-36.]
[10] Wan Zhenqin. An analysis on demographic factor in location selecting for retailing stores. Market and Demographic Analysis, 1997, 3(4): 37-39.
[万振琴. 影响零售商业选址决策的人口因素分析. 市场与人口分析, 1997, 3(4): 37-39.]
[11] Allaway A W, Black W C, Richard M D et al. Evolution of a retail market area: An event-history model of spatial diffusion. Economic Geography, 1994, 70(1): 23-40.
[12] Allaway A W, Berkowitz D, D'Souza G. Spatial diffusion of a new loyalty program through a retail market. Journal of Retailing, 2003, 79(3): 137-151.
[13] Kaufman J, Patterson O. Cross-national cultural diffusion: The global spread of cricket. American Sociological Review, 2005, 70: 82-111.
[14] Bass F. A new product growth model for consumer durables. Management Science, 1969, 15: 215-217.
[15] Tarde G. The Laws of Imitation. Gloucester (MA): Peter Smith Pub Inc. (June 1940), first published in 1890, first translated in 1903.
[16] Yi Yuyin, Sheng Zhaohan. Evolutionary analysis of market diffusion of new product. Forecasting, 2003(2): 55-58.
[易 余胤, 盛昭瀚. 新产品市场扩散的演化分析. 预测, 2003, (2): 55-58.]
[17] Jaw Chyi, Lee Wen-Ruey, Lu Chien-Yu. The diffusion model of internet marketing in Taiwan. Commercial Automatization, 1999(12): 221-249.
[赵琪, 李文瑞, 吕健宇. 台湾网络营销扩散模型之建立. 企业管理学报(特刊), 1999, (12): 221-249.]
[18] Skellam J G. Random dispersal in theoretical populations. Biometrika, 1951, 38: 196-218.
[19] Bradach J L. Using the plural form in the management of restaurant chains. Administrative Science Quarterly, 1997, 42 (2): 276-303.
[20] Chang Myong-hun. Harrington Jr. J E. Organizational structure and firm innovation in a retail chain. Computational & Mathematical Organization Theory, 1998, 3(4): 267-288.
[21] Holmes T J. The diffusion of Wal-Mart and economies of density. No.13783. NBER Working Papers from National Bureau of Economic Research, Inc., 2006.
[22] Miron J R. Loschian spatial competition in an emerging retail industry. Geographical Analysis, 2002, 34(1): 35-61.
[23] Smith H, Hay D. Streets, malls, and supermarkets. Journal of Economics & Management Strategy, 2005, 14(1): 29-59.
[24] Taylor M. Cultural variance as a challenge to global public relations: A case study of the Coca-Cola scare in Europe. Public Relations Review, 2000, 26(3): 277-293.
[25] Laulajainen R. Chain store expansion in national space. Geografiska Annaler: Series B--Human Geography, 1988, 70 (2): 293-299.
[26] Fischer M M, Nijkamp P. From static towards dynamic discrete choice modeling. Regional Science and Urban Economics, 1987, 17: 2-27.
/
| 〈 |
|
〉 |