机场常旅客计划研究

Research on Frequent Flyer Program of Airports

常旅客计划是民航业界常见的一种市场营销方式,航空公司常旅客计划发展已久,也较为成熟,相对而言,机场常旅客计划发展相对薄弱,尤其是国内机场方面,其相关管理机制更需进一步被挖掘和完善。本文客观阐述了开展常旅客计划对机场发展的潜在意义,在对比分析国内外机场常旅客计划不同模式的基础上,归结出机场常旅客计划具有目的多样性、经营衍生性、地域局限性和协作复杂性等特点,并在此基础上提出机场方面应借助"互联网+"的发展趋势,充分考虑旅客的需求,明确常旅客计划方向;紧密结合本场实际,把握资源优势,研究适合自身的运营模式;积极调动机场运营各方的联动性,深入研究大数据应用,全力开发旅客需求的服务项目,在服务旅客的同时,获得潜在收益。

The Frequent Flyer Program （FFP） is a common marketing approach in the civil aviation industry. Airlines introduced the FFP into business many years ago which has become a mature practice. Relatively speaking, the airport FFT is still in the initial stage, especially in China＇s domestic airports, and its relevant management mechanism needs to be further improved. This thesis objectively describes the potential significance to carry out FFP for airport development. Based on comparative analysis of domestic and international airports FFP of different models, it comes to the conclusion that airport FPP has such characteristics as diversity in objectives, operational derivatives, geographical limitations and collaboration complexity, etc. Against such backdrop, airports should make use of the ＂Internet plus＂ trend, give full consideration to the needs of travelers and clarify the development path of FFP. The airports are advised to take into account the actual situation, grasp the advantageous resources, and research for their own operations model. It is also important to coordinate with other airport stakeholders, study in-depth the application of big data, develop more passenger-oriented services, so as to obtaining the potential benefits while improving service quality.