Abstract:

Retail stores are relatively closed in Mountain Scenic Area. They are generally distributed along the step road, where market competition is insufficient. It is difficult to fully measure the store rent to standardize management and improve the service level. Taking Mount Huangshan scenic area as an example, this paper attempts to establish a relatively perfect rent calculation method for the retail outlets in the scenic area. The calculation method is called a comprehensive correction method. Firstly, according to the local actual situation the rent per unit area (square meter) is estimated, then the corresponding measurement of the chain price index and correction coefficient in various retail outlets is conducted, and finally, the business accounting is adjusted with the general calculation formula, and the per unit area rent for every retail outlet is estimated. Through literature review, field survey and interviews, the basic situation of the Mount Huangshan scenic area, and the distribution of retail stores in current conditions are studied. Selecting the prices of typical commodities which the retail outlets in different locations sell, according to the correcting coefficient, this paper calculates the reasonable rent per unit area for those stores on the basis of using land tax theory and chain price index method, expert evaluation method and market comparison. The survey results show that in the rental area to a certain extent, the rent for large retail store is higher than that for the small one, and the geographical location of the retail store also has impact on the rent. The rent for those at the locations with better communications and large people flow would be higher than that for the low-end retail outlets. These two factors, namely, the geographical location and the space area, also affect the income of the retail stores to some extent. The results of the rent calculation analysis in this paper can be used to make rational rent pricing and planning of the distribution of retail outlets. For reallocation of the retail outlets five ways can be comprehensively taken: preservation, cancellation, merging, transformation, and new construction.

Key words: retail store, rent calculation, Huangshan scenic area