商圏調査とは飲食店や小売店などが新規店舗出店の際に行う物件の周辺調査のこと。既存店の状況確認にも利用できる。
机上でのデータ調査と現地での実地調査がある。
任意の場所を中心にして周辺に広がる商圏内の人口動態・道路や線路・人の流れ・競合店などを確認し、その場所のメリット・デメリットを判断していく。
とくにデメリットの部分を重視して出店した場合にどの要素でつまずく可能性があるかをチェックする。
実際の調査は机上でのデータ調査としてデータを地図やGISから集める。
この調査では居住人口と昼間人口を中心に見ることが多い。
他には人口流入出・乗降客数・事業所数・年間販売額をチェックする。
（来店客数予想や売上金額予想はデータがないとできない）
実地調査では任意の場所への動線・障害物の確認をする。
競合店調査（ランチェスター戦略のシェア調査）
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