PAZARLAMA AKTİVİTELERİNİN COĞRAFİ KARAR DESTEK SİSTEMİ ÜZERİNDEN ANALİZİ: GEOMARKET UYGULAMASI

Yıl 2022, Cilt: 5 Sayı: 2, 1 - 16, 30.12.2022

Ezgi Tükel , Hasan Can Beyhan , Mehmet Küçükpehlivan

Öz

Dünyada etkisini gösteren küreselleşme ile birlikte işletmeler rekabet edebilmek için pazarlama stratejilerini geliştirmek zorunda kalmıştır. Gelişen yazılımlar ve coğrafi bilgi sistemlerinin de kullanılmaya başlanması ile işletmelerin daha kolay pazar araştırması yapabilecekleri coğrafi pazarlama yaklaşımı ortaya çıkmıştır. Mekansal problemlerin çözümünde coğrafi bilgi sistemleri kullanımı en etkili yöntemlerden biridir. Coğrafi bilgi sistemleri kullanımı sayesinde coğrafi özellikleri sosyal ve ekonomik verilerle ilişkilendirip analiz etmek perakende ticaretin pazar analizinde büyük ölçüde kolaylık sağlamıştır.
Bu çalışmada çeşitli alanlarda hizmet veren sektörlere pazarlama aktiviteleri için coğrafi karar destek sağlaması amacıyla geliştirilen Geomarket uygulamasından bahsedilecektir. Ankara ilinin Çankaya ilçesindeki örnek işletmeler üzerinde sırasıyla etki alanı analizi, demografik analizler, kendi işletmelerinin yanında rakip işletmelerin de görülebileceği ilgi çekici noktalar (POI) analizi, işletmenin sokak bazlı ticaret hacmi analizi ve yoğunluk analizi yapılmıştır. Covid-19 pandemisinden en çok etkilenen sektörlerden biri olan perakende ticaret alanları için coğrafi pazarlama araçlarının geliştirilebilmesi, bunların tematik haritalarla gösterilmesi son derece önemli bir konudur.
Alışveriş alışkanlıklarının değişmesi ile kişilerin yaptıkları harcamaların sektör ve konum bazlı görebilmesini gerektirmiş bu yüzden de pazarlama aktivitelerinin coğrafi konumlar ile birleştirilip incelenmesini daha da önemli hale getirmiştir. Yapılan analizlerde ise hem demografik veriler hem de POI noktaları ve trafik yoğunluğu da kullanılarak; seçili alandaki rakip firma yoğunluğu, kişi sayısı, hane başına düşen ortalama gelir, o alandaki kişilerin hangi alanlarda ne kadarlık harcama yaptığı gibi sonuçlar verilebilecektir. Bu sonuçlar şubelerin yer seçimindeki kararı almasında kişilerin, kurum ve kuruluşların referans noktası olabilecektir.

Anahtar Kelimeler

Geomarket, coğrafi pazarlama, POI noktaları, demografik analiz

Destekleyen Kurum

Başarsoft Bilgi Teknolojileri

ANALYSIS OF MARKETING ACTIVITIES THROUGH GEOGRAPHICAL DECISION SUPPORT SYSTEM: GEOMARKET APPLICATION

Öz

Businesses have had to develop their marketing strategies to compate other companys with the effect of globalization in the world. A geographical marketing approach has emerged where businesses can conduct market research more easly with the use of developing software technologies and geographic information systems. One of the most effective methods of spatial problem solving is using geographic information systems. Thanks to this method, associating and analyzing geographical features with social and economic data has greatly facilitated the market analysis of retail.
In this study, the Geomarket application is mentioned, which was developed to provide geographical decision support for marketing activities to sectors serving in various fields. Çankaya, Ankara district was selected as a study area and implemented respectively catchment analysis, demographic analysis, points of interest (POI) analysis, street-based trade volume analysis, and density analysis in case businesses. Retail trade areas are one of the sectors most affected by the Covid-19 pandemic and it is extremely important to develop geographic marketing tools for this sector and visualize them with thematic maps.
With the change in shopping habits, it has become necessary for people to see their expenditures on the basis of sector and location, therefore, combining and examining marketing activities with geographical locations has made it even more important. Results show that density of competitors, the average income per household and people’s spending in the selected area with using both demographic data, POI points and traffic density. These results can be the reference of individuals, institutions and organizations in making the decision on the location of the branches.

Anahtar Kelimeler

Geomarket, geomarketing, POI analysis, demographic analysis

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