Modification of Huff Model and ITS Application in County Market: A Case of Pharmacy Siting in Huanghua City, Hebei Province

This paper firstly analyzes the Huff model, finds its shortcomings, and makes the conception of modifying the time parameter. Then, combined with the actual situation of pharmacies in Huanghua City, the paper modifies the time parameter from Huff model specifically. The influence of travel distance, travel mode and fatigue on shopping has been taken into account fully, setting the weights according to the overall cost of influencing consumers' shopping, and getting the suitable travel time. With this calculation, the final results will be closer to the actual situation. Verified by the actual case, the study is possible to provide some references for the siting of stores in county market.