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

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。

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.