市场营销活动对地铁二维码客流量的影响机理研究

Influence Mechanism of Marketing Activities on Metro QR Code Passenger Flow

手机二维码支付及其灵活多样的营销活动已逐渐应用于我国各大城市地铁票务系统中。基于上海轨道交通二维码支付近两年的相关客流和营销数据,揭示二维码客流三阶段发展规律;计算不同客流发展阶段、不同特征日下营销活动与二维码客流量之间的相关系数,分析其影响因素和变化规律;在此基础上建立多元回归模型,定量分析不同营销活动对二维码客流量的影响程度,并给出提升或维持二维码平稳期客流量的营销改善建议。

Due to flexible and diverse marketing activities,the mobile two-dimensional code payment has been gradually applied to metro ticketing systems of major cities in China.Based on the passenger flow and marketing activities data of Shanghai metro QR code payment in the past two years,the three-period development law of QR code passenger flow is revealed.Through calculating the correlation coefficient between the marketing activities and the QR code passenger flow in different stages of passenger flow development and different characteristic days,the influencing factors and changing laws are analyzed.On this basis,a multivariate regression model is established to quantitatively analyze the impact of different marketing activities on QR code passenger flow.Finally,corresponding improvement suggestions are proposed for increasing or maintaining the QR code′s passenger flow.