Original Huff Model (Business Analyst)
Résumé
Creates a probability surface to predict the sales potential of an area based on distance and an attractiveness factor.
Usage
-
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.
-
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.
-
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.
-
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.
-
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.
-
The spatial reference of the output feature class will be the same as the sales potential layer.
D’origine :The Original Huff Model was referred to as the Gravity Model in previous versions of Business Analyst.
Syntaxe
| Paramètre | Explication | Type de donnée |
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 (Facultatif) |
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 (Facultatif) |
The x-coordinate (longitude) for the potential site. | Double |
Latitude (Facultatif) |
The y-coordinate (latitude) for the potential site. | Double |
PotentialStoreLayer (Facultatif) |
The existing point feature class used to define the potential store location. | Feature Layer |
PotentialStoreOID (Facultatif) |
The unique identifier for the potential store location. | Long |
Exemple de code
# 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)