A carregar...
Publicação
Modelação geográfica e análise espacial de consumidores em centros comerciais
| Nome: | Descrição: | Tamanho: | Formato: | |
|---|---|---|---|---|
| 4.76 MB | Adobe PDF |
Autores
Orientador(es)
Resumo(s)
Este relatório pretende demonstrar o trabalho realizado ao longo do estágio na Sonae Sierra (Departamento de Market Intelligence), no âmbito do Mestrado em Sistemas de Informação Geográfica e Modelação Territorial aplicados ao Ordenamento. O trabalho realizado em regime de estágio teve por objetivo dar resposta a um conjunto de questões colocadas pela equipa do departamento mencionado, de modo a conferir mais e melhor conhecimento sobre os espaços comerciais que gerem e providenciar ferramentas que os auxiliem em termos de planeamento e gestão. Algumas das questões de partida eram: “Qual a densidade de consumidores por corredor/piso/categoria de lojas?”, “Qual o percurso mais realizado (lado interior ou lado exterior)?”, “Quanto tempo demoram a percorrer?”, “Conseguimos segmentar os percursos?”, “Quais as lojas mais visitadas e Cross shopping?” Para darmos resposta às questões referidas recorreu-se à modelação geográfica para análise espacial do comportamento dos consumidores nos centros comerciais.
A novidade do trabalho e do modelo proposto, não reside nos métodos, nem tão pouco nas técnicas utlizadas, reside sim numa análise de dados espaçotemporais a grandes escalas ou a microescalas, como é o caso dos edifícios, a partir de um conjunto de técnicas e métodos usualmente utilizados a escalas completamente diferentes, nomeadamente, escalas de territórios administrativos ou estatísticos.
Mais em concreto, foram os SIG, a análise de redes e as estatísticas espaciais de autocorrelação, as técnicas e os métodos adotados, para a modelação do grande volume de dados (BIG DATA) recolhidos a partir do BIPS, da empresa Movvo. A informação sobre os consumidores em centros comerciais permite aos gestores uma melhor perceção da realidade, posteriormente capacitará os mesmos para uma atuação mais acertada, válida e eficiente, que se resume a uma melhor gestão e planeamento do espaço comercial.
This report aims to present the work performed during the internship held in Soane Sierra (Market Intelligence Department - MID), in the scope of the Masters in Geographic Information Systems and Territorial Modeling applied to Planning. The purpose of this work was to answer to several questions raised by MID team, that could be useful in terms of planning and management their Shopping Centers, such as: “What density is created by the consumers in the corridor, floor or store?”. “Which way is often taken (the shortest or the longest)?”. “How much time people spend in a certain place?”, “Which store is the most visited and what type of Cross Shopping is developed?” In order to answer these questions the spatial analysis of the consumers’ behavior in shopping centers and the geographic modelling were used. The novelty of this work and the proposed models doesn’t lies in the methods, nor even the performed techniques, lies instead in the operational analysis of spatio-temporal data at microscales, such as buildings layout, from a set of techniques and methods normally runned at different scales, has administrative or statistics boundaries. GIS, network analysis and the spatial statistics autocorrelation, were the adopted methods and techniques for modeling the amount of data available (Big Data) gathered by the BIPS technology, from Movvo company. The data transformed in knowledge about shopping mall consumer’s behavior in allows a better understanding of the space real dynamic to the stakeholders, enabling the MID team for a better decision making.
This report aims to present the work performed during the internship held in Soane Sierra (Market Intelligence Department - MID), in the scope of the Masters in Geographic Information Systems and Territorial Modeling applied to Planning. The purpose of this work was to answer to several questions raised by MID team, that could be useful in terms of planning and management their Shopping Centers, such as: “What density is created by the consumers in the corridor, floor or store?”. “Which way is often taken (the shortest or the longest)?”. “How much time people spend in a certain place?”, “Which store is the most visited and what type of Cross Shopping is developed?” In order to answer these questions the spatial analysis of the consumers’ behavior in shopping centers and the geographic modelling were used. The novelty of this work and the proposed models doesn’t lies in the methods, nor even the performed techniques, lies instead in the operational analysis of spatio-temporal data at microscales, such as buildings layout, from a set of techniques and methods normally runned at different scales, has administrative or statistics boundaries. GIS, network analysis and the spatial statistics autocorrelation, were the adopted methods and techniques for modeling the amount of data available (Big Data) gathered by the BIPS technology, from Movvo company. The data transformed in knowledge about shopping mall consumer’s behavior in allows a better understanding of the space real dynamic to the stakeholders, enabling the MID team for a better decision making.
Descrição
Palavras-chave
Sistemas de informação geográfica - Análise espacial de dados - Modelação geográfica - BIPS Centro comercial - Comportamento do consumidor - Dados espaçotemporais - séc. XXI Gestão e planeamento do espaço comercial - Sonae Sierra - Portugal