基于旅客流量的机场广告位价值评估模型

doi:10.3976/j.issn.1002-4026.20230140

山东科学 ›› 2024, Vol. 37 ›› Issue (3): 103-110.doi: 10.3976/j.issn.1002-4026.20230140

基于旅客流量的机场广告位价值评估模型

杨君¹, 牟建良², 袁小婷³, 唐铁桥³^,^*(), 牟宣宇⁴

1.北京经济管理职业学院,北京 100102
2.首都机场集团科技管理有限公司,北京 100621
3.北京航空航天大学交通科学与工程学院,北京 100191
4.北京市八一学校国际部,北京 100080

收稿日期:2023-09-21 出版日期:2024-06-20 发布日期:2024-06-14
通信作者: *唐铁桥,男,教授,研究方向为交通行为建模分析、机场运营管理等。Tel:13811774923,E-mail: tieqiaotang@buaa.edu.cn
作者简介:杨君(1975—),女,硕士,副教授,研究方向为数字经济。
基金资助:
国家自然科学基金(72231001)

Evaluation model for the value of airport advertising spaces based on passenger traffic

YANG Jun¹, MU Jianliang², YUAN Xiaoting³, TANG Tieqiao³^,^*(), MU Xuanyu⁴

1. Beijing Institute of Economics and Management, Beijing 100102, China
2. Capital Airport Group Technology Management Co., Ltd., Beijing 100621, China
3. School of Transportation Science and Engineering, Beihang University, Beijing 100191, China
4. International Department, Beijing Bayi School, Beijing 100080, China

Received:2023-09-21 Online:2024-06-20 Published:2024-06-14

摘要/Abstract

摘要：

机场广告收入作为机场非航空收入的重要组成部分,其定价问题对于机场运营管理十分重要。当前,我国大部分机场普遍采用基于历史价格惯性同时适当参考当年客流总量来微调广告价格的定价机制。该定价机制难以有效反映不同位置广告的真实价值。本文提出了一种基于旅客流量的定价机制,以评估机场航站楼内广告位的相对价值。采用数学模型,结合机场的物理布局以及航班和旅客数据来计算旅客流量的分布,并根据此对广告位的价值进行评估。同时,运用首都机场的样本数据进行了应用测算。研究结果表明,该模型的应用能够反映出同一媒体形式的机场广告位在不同空间和不同时间价值的差异,这为机场广告经营单位进一步采用差异化的动态定价策略以及灵活的广告投放策略提供了理论基础。

关键词: 航空运输, 机场广告, 价值评估, 旅客流量, 旅客画像分析

Abstract:

The issue of the pricing of airport advertising revenue, a crucial component of non-aeronautical income in airports, holds significant importance in the operational management of airports. Currently, most airports in China commonly adopt a pricing mechanism based on historical price inertia, while also making adjustments to advertising prices by appropriately considering the total passenger flow for the current year. This pricing mechanism struggles to effectively reflect the true value of advertisements in different locations. This paper proposes a pricing mechanism based on passenger traffic to assess the relative value of advertising spaces within airport terminals. Utilizing a mathematical model combined with the physical layout, and flight and passenger data of the airport, we calculate the distribution of passenger traffic and subsequently evaluate the value of advertising spaces based on this information. Additionally, we apply this approach using sample data from the Capital International Airport. The findings demonstrate that the application of this model can reveal variations in the value of airport advertising spaces with the same media format across different spatial and temporal contexts. This lays the theoretical groundwork for airport advertising management entities to further implement differential dynamic pricing strategies and flexible advertising placement policies.

Key words: air transportation, airport advertising, value assessment, passenger traffic, passenger profiling

中图分类号:

U268.6

杨君, 牟建良, 袁小婷, 唐铁桥, 牟宣宇. 基于旅客流量的机场广告位价值评估模型[J]. 山东科学, 2024, 37(3): 103-110.

YANG Jun, MU Jianliang, YUAN Xiaoting, TANG Tieqiao, MU Xuanyu. Evaluation model for the value of airport advertising spaces based on passenger traffic[J]. Shandong Science, 2024, 37(3): 103-110.

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路径	登机口	23日流量/人	24日流量/人	25日流量/人
S₁CDFIE₁	C19~C31、C57~C62	7 304	6 493	6 448
S₁CDFIE₂	C08~C18、C51~C56	5 375	5 345	5 293
S₁CDFIE₃	C01~C07	2 263	2 404	2 528
S₁CDFIE₄	C32~C37	2 009	1 905	1 844
S₁BAFIE₁	C19~C31、C57~C62	7 304	6 493	6 448
S₁BAFIE₂	C08~C18、C51~C56	5 375	5 345	5 293
S₁BAFIE₃	C01~C07	2 263	2 404	2 528
S₁BAFIE₄	C32~C37	2 009	1 905	1 844
S₁GHE₅	D08~D10、D55~D56	1 284	1 762	2 118
S₁GHE₆	D05~D07、D53~D54	1 613	2 004	1 737
S₁GHE₇	D01~D04、D51~D52	1 487	1 183	1 297
S₁GHE₈	D11~D14、D57~D58	1 312	792	1 377

基于旅客流量的机场广告位价值评估模型

Evaluation model for the value of airport advertising spaces based on passenger traffic

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