Site selection of supermarket based on DEMATEL

The key factors from complicated selecting system are found to solve supermarket location optimization problem. By introducing Decision Making and Trial Evaluation Laboratory (DEMATEL) methodology matrix calculation is used and then DEMATEL quantitative analysis through surveying diversified experts is finished to find the core driving factor and priority order of influencing factors. One supermarket in Xi´an as the case study example is adopted to describe the application and effectiveness of DEMATEL methodology. That a series of influencing factors such as population structure are core items in selecting supermarket site whereas another series can be ignored is found in the case. Thus the complicated selecting system is simplified but the optimal supermarket site is still effectively and accurately chose. Causal relationship between influencing factors is considered and the effectiveness and accuracy of selecting supermarket site is increased.