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- Title
WEBGIS DE GEOMARKETING: SOLUÇÃO DE DOIS ESTÁGIOS PARA UM PROBLEMA DE LOCALIZAÇÃO DO VAREJO.
- Authors
Resende Salgado, Roberto; Pereira Libório, Matheus; Paiva da Silva Martin, Carlos Augusto; Bernardes, Patrícia
- Abstract
Market decisions are complex because they involve many data and related criteria in geographic space with different intensities. Geographic information systems (GIS) provide solutions that allow the understanding and understanding of market problems (Geomarketing) and help the decision-making process by allowing the treatment and geographical analysis of these data and criteria. However, GIS involves resources such as people, equipment and maintenance which are not always available. Web-based GIS (WebGIS) can offer the same GIS solutions but require less resources. However, studies show that WebGIS has not been used to its full potential, limited to the geovisualization of points of interest. We propose a Geomarketing WebGIS to solve a classic problem of geographic-market decision. Operated by a two-stage method and spatial analysis (k-means, Voronoi diagram, weighted midpoint, and kernel density function), Geomarketing WebGIS uses potential customer data to show a set of store-branches and the parent-store location. Through simulation, we show that the Geomarketing WebGIS can go beyond the geovisualization and offer solution to a relevant problem of the literature without the restrictions found in the GIS. These findings help to reaffirm that WebGIS: i) has the potential to solve complex geographic problems; ii) have features and resources such as GIS but maintained and operated with fewer resources; and iii) favor the geographic thinking.
- Publication
Ra'e Ga, 2019, Vol 46, Issue 1, p75
- ISSN
1516-4136
- Publication type
Article
- DOI
10.5380/raega