Original Huff Model (Business Analyst)
Zusammenfassung
Creates a probability surface to predict the sales potential of an area based on distance and an attractiveness factor.
Verwendung
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The results of the Huff Model can be used to
- Estimate, define, and analyze market potential.
- Assess economic impact of a new site location.
- Forecast sales and potential of existing stores and outlets.
- Assess the impact of competitive and environmental changes on outlet performance.
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The output of the Huff Model will generate probabilities and estimated sales for each subgeographic area.
The output probabilities can be used to define primary market (trade) areas for a new store location. For example, a trade area can be created using the Dissolve By Attribute Range tool to create a primary market area that includes all the subgeography areas that have a probability higher than 40 percent of patronizing the new store location. -
If you want to use more than one attractiveness value, you should use the Advanced Huff Model tool.
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The Sales Potential Layer is usually polygon features representing subareas where potential customers live. Point features can also be used; for example, block centroids that have associated demographic data.
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The Competitive Store Layer should include all competitive locations in a given study area. This layer should also include any of your existing store locations in the study area, since they will act as competitors to a new store location. In most cases, this layer will be a Business Analyst store layer. Competitive store locations can be extracted from the Add Business Listings function in ESRI Business Analyst.
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A higher Distance Coefficient indicates that distance will have a greater impact on consumer behavior. For example, consumers are more willing to travel farther for high-order goods, such as automobiles and furniture, than they are for low-order goods, such as groceries.
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The spatial reference of the output feature class will be the same as the sales potential layer.
![Ältere Versionen Ältere Versionen](rsrc/legacy.png)
The Original Huff Model was referred to as the Gravity Model in previous versions of Business Analyst.
Syntax
Parameter | Erläuterung | Datentyp |
SalesPotentialLayer |
The features used to calculate the sales potential of the Huff Model. | Feature Layer |
PotentialSalesFldName |
The field containing the values used to calculate the sales potential of the Huff Model. | Field |
StoreLayer |
The layer that contains the competitive points (usually stores) used to determine how sales are influenced and distributed across the analysis area. | Feature Layer |
AttractivenessField |
The attribute field that determines how attractive each competitor is. In many cases, the size of the store is used as a surrogate for attractiveness. | Field |
WayToDefineStoreLocation |
Determines how the potential layer will be selected.
| String |
RadiusOfCovering |
Sets the radius of the Huff Model. The model output will extend from the potential site location to this distance. | Double |
MeasureUnits (optional) |
The units used with the distance values. By default, the units defined in the Business Analyst preferences will be selected.
| String |
DistanceCoefficient |
The value that determines how much of a factor travel distance is to the consumer. | Double |
Attractiveness |
The value that measures how attractive the potential store is to consumers. | Double |
OutputFeatureClass |
The output feature class that will contain the Huff Model results. | Feature Class |
Longitude (optional) |
The x-coordinate (longitude) for the potential site. | Double |
Latitude (optional) |
The y-coordinate (latitude) for the potential site. | Double |
PotentialStoreLayer (optional) |
The existing point feature class used to define the potential store location. | Feature Layer |
PotentialStoreOID (optional) |
The unique identifier for the potential store location. | Long |
Codebeispiel
# Name: HuffModelOriginal.py # Description: Creates a Huff Model to estimate dollars spent on vehicle maintenance in the San Francisco Market # Author: ESRI # Import system modules import arcview import arcpy arcpy.ImportToolbox("C:\Program Files\ArcGIS\Desktop10.0\ArcToolbox\Toolboxes\Business Analyst Tools.tbx") try: # Acquire extension license arcpy.CheckOutExtension("Business") # Define input and output parameters for the Original Huff Model tool SalesLayer = "C:/Program Files/ArcGIS/Desktop10.0/Business Analyst/Data/BDS/esri_bg.bds" SalesId = "X6015_X" CompLayer = "C:/temp/sf_stores.shp" AttractiveField = "SALES" OutPath = "C:/temp/Huff_Model.shp" # Create Original Huff Model arcpy.HuffModelOriginal_ba(SalesLayer, SalesId, CompLayer, AttractiveField, "BY_COORDINATES", "5", "Miles", "-1.5", "50000", OutPath, "-122.46", "37.76") # Release extension license arcpy.CheckInExtension("Business") except: print arcpy.GetMessages(2)