“机场+门店”创新商业模式下的特许经营绩效实证研究

Empirical Study on Franchise Performance under Innovative Business Pattern of “Airport+Store”

在“机场+门店”创新模式下,如何提高特许经营绩效是民航机场转型升级需要解决的难题之一。本文在已有研究基础上构建实证模型以讨论在该模式下机场业务与门店品牌价值对推动特许经营绩效的影响。研究结果表明:机场业务量与门店品牌价值对机场特许经营绩效有正向作用;门店对机场的特许经营绩效贡献根据品牌门类与机场区域的不同存在显著差异性。这意味着加强航运条线与非航运条线间协作,充分发挥联动定价优势将更有助于扩大绩效贡献度;结合区域特征调整零售门店与餐饮门店在机场特许经营的招标结构,提前规划经营格局,对日后“机场+门店”经营模式的发展将更有裨益。

Under the innovative mode of "Airport+Store", how to improve the franchise performance is one of the difficult problems to be solved in the transformation and upgrading of civil aviation airports. Based on the existing research, this paper constructs an empirical model to discuss the impact of airport business and store brand value on promoting franchise performance under this pattern. The results show that airport business volume and store brand value have a positive effect on airport franchise performance;the contribution of the store to the airport franchise performance varies significantly according to different brand categories and airport regions, which indicates that strengthening the collaboration between shipping lines and non-shipping lines and giving full play to the advantages of linkage pricing will be more conducive to expanding the performance contribution. Adjusting the bidding structure for the franchise operation of retail stores and catering stores at the airport in combination with regional characteristics, and planning the operation pattern in advance will be more beneficial to the development of the "airport+store" business model in the future.