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| NEW NOTION OF MICRO-LOCATION RESEARCH |
| BAI Guang-run |
| Department of Geography, Shanghai Teachers University, Shanghai 200234, China |
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Abstract The paper discussed the micro-location from five aspects, which are location scale, spatial relevancy, behavior theory, spatial competition and the up-most balance theory. Then it has been found that there are a lot of differences between the study of micro-location and the study of traditional location in the decision-making of location, spatial range of location and factors of location selection. Under the background of the micro-location, spatial type of location's selection is affected by the spatial relevancy which caused by the decision-making of the location and surroundings. The behavior and cultural psychology of operators and consumers directly influence on the micro-location selection. And marketing space competition affects the survival and development of programming object. The aim of the micro-location' study is to pursue the balance between the max-profits of operator and the max-residual effect of consumer, as well as how to use the space exterior effect to work for the micro-location selection in the greatest extent.
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Received: 05 June 2004
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2004, Vol. 19 
