摘要：应用Hotelling模型解释医药零售企业选址问题，将商誉变量引入Hotelling模型来分析两家医药零售企业在同一线性市场的选址竞争策略。模型分析表明，当两家药店商誉相同时，同时进入线性市场的两家药店将选址于线性市场的两端；当两家药店商誉不同时，商誉较高一方将选址与线性市场的中央，而商誉较低一方则将选址于线性市场的两端。

    关键词：医药零售业；Hotelling模型；商誉；选址

    中图分类号：F403.3 文献标识码：A

    Research on the Address Selection of Medicine Retailing Based on Hotelling Model

    YANG Hai-yu, ZHANG Yong-fei

    (School of Economics and Management, Changsha University of Science & Technology,Changsha 410014, China)

    Abstract:Hotelling model is applied to analyze the address selection of medicine retailing enterprise. Business reputation is added into the Hotelling model to analyze the address selection of two medicine retailing enterprises in the linear market. The outcome of the model shows that when the reputations of the two drugstores are equal, the two drugstores which enter the liner market at the same time will make their addresses on the two sides of the linear market; when their reputations are not equal, the drugstore with higher reputation will make its address in the middle of the linear market, and the drugstore with lower reputation will make its address on the two sides of the linear market. ......