Digital geomarketing methods for analyzing the development of the economy of modern urban space

Abstract

The paper proposes a method for conducting a digital analysis of geocompetition, which allows exploring the competitive environment on digital vector maps. The method includes four stages of analysis: the study of the competitive environment of the city using the function "density of nuclei" statistical geoprocessing of data using the Clarke-Evans tool; the formation and visualization of the coverage areas of shopping facilities; creation of a polygonal topology based on Thiessen polygons to explore business opportunities for the spatial development of the city. The proposed methodology was tested on the data of the capital of the Republic of Crimea - Simferopol. The purpose of the study is to create a methodology that allows justifying the strategy of placing commercial enterprises based on digital geomarketing technologies. The study shows strong congestion of the city center with trade enterprises, high density of their location, exceeding the standard service areas by two and half times. It identifies the buffer zones around the stores and areas of supersaturated supply, which are the potential "cannibalization zones", that is, areas of potential risk for doing business. Recommendations were made on the use of geo-information technologies as a necessary tool for local authorities to make decisions regarding the issuance of licenses to commercial facilities in the context of the modern development of urban space and the digital economy.