Primjena GIS-a u geomarketingu na primjeru potencijalne lokacije multipleks kina u Gradu Zagrebu

master's thesis

• Title (english): The application of GIS in geomarketing: determination of the potential location of multiplex cinema in the City of Zagreb
• Author: Ivan Fusić
• Mentor: Dubravka Spevec (mentor)
• Committee member: Dubravka Spevec (predsjednik povjerenstva)
• Committee member: Petra Radeljak Kaufmann (član povjerenstva)
• Committee member: Luka Valožić (član povjerenstva)
• Granter: University of Zagreb; Faculty of Science; (Department of Geography); Zagreb
• Defense date and country: 2016-02-24, Croatia
• Scientific / art field, discipline and subdiscipline: INTERDISCIPLINARY AREAS OF KNOWLEDGE; Geography

Abstract

U radu je prikazan jedan od načina primjene GIS-a u geomarketingu na primjeru istraživanja tržišta za otvaranje novog multipleks kina u Gradu Zagrebu. U sklopu istraživanja tržišta provedeno je anketno istraživanje, kako bi se utvrdilo postoji li potreba na tržištu za novim multipleks kinom. Također je napravljena demografska analiza odabranog prostora kako bi se identificirale gradske četvrti sa ciljanom skupinom stanovništva: mladog i visokoobrazovanog stanovništva. Napravljena je analiza konkurencije na tržištu, kako bi se utvrdilo njihovo gravitacijsko područje, njihove prednosti i slabosti. Prostorna analiza napravljena je kako bi se odredile lokacije koje imaju veliku prometnu dostupnost. Kao rezultat istraživanja tržišta dobivene su lokacije na kojima postoji potencijal za otvaranje novog multipleks kina te su one prikazane na tematskoj karti.

Abstract (english)

This thesis presents an example how GIS can be applicated in geomarketing; it is based on market research to determin the best new location for multiplex cinema in the City of Zagreb. In order to recognize if there is a need for a new multiplex cinema, the survey has been conducted. The demographic analysis was made for selected areas to identify city districts which have a targeted group of population: young and highly educated population. The analysis of market competition was made to determine their catchment area, strenghts and weaknesses. The spatial analysis was made to determine locations that have great traffic accessability. The results of the survey and spatial analysis of potential multiplex cinema location were presented on thematic maps.

• Keywords: GIS; istraživanje tržišta; geomarketing; potencijalna lokacija; multipleks kino
• Keywords (english): GIS; market research; geomarketing; potential location; multiplex cinema
• Language: croatian
• URN:NBN: urn:nbn:hr:217:832014
• Study programme: Title: Geography; specializations in: Physical Geography with Geoecology, Spatial Planning and Regional Development, Heritage and Tourism, Geographic Information Systems; Course: Geographic Information Systems; Study programme type: university; Study level: graduate; Academic / professional title: magistar/magistra geografije (magistar/magistra geografije)
• Type of resource: Text
• File origin: Born digital
• Access conditions: Closed access
• Created on: 2018-02-03 15:14:26