基于机场旅客画像的数智化商业模式研究  

Research on Digital Intelligence Business Model Based on Airport Passenger Profile

作　　者：杨夏洁 冉祥来 林子谦 王鑫玮 樊重俊[1] YANG Xiajie;RAN Xianglai;LIN Ziqian;WANG Xinwei;FAN Chongjun(School of Management,University of Shanghai for Science and Technology,Shanghai 200093,China;Shanghai Airport(Group)Co.,Ltd.,Shanghai 200335,China)

机构地区：[1]上海理工大学管理学院,上海200093 [2]上海机场(集团)有限公司,上海200335

出　　处：《物流科技》2024年第23期102-105,共4页Logistics Sci Tech

基　　金：上海机场(集团)有限公司科研项目“机场航站楼旅客服务全流程数智化转型关键问题研究”。

摘　　要：“十四五”时期,民航坚持安全发展底线和智慧民航建设主线,数智化将涵盖民航全领域、全流程,而旅客画像技术将是推动民航服务跨越式发展的有效途径,能够显著提升旅客体验。目前,机场已将旅客画像技术应用于旅客出行方式预测、交通路径规划以及售票价格制定等领域,但在商业模式上的研究和应用较少。因此,文章分析了机场商业模式痛点,针对痛点,融合数智化技术,具体引入旅客画像方案,从旅客画像的构建与应用两方面来细分旅客类型,让机场根据旅客类型提供差异化的商业服务。并基于旅客画像,从旅客服务全流程的体验和满意度情况出发,提出机场商业模式数智化发展的方案,旨在满足全客群、全层次旅客需求,有助于整体提升商铺的获客、转化与提效的能力。同时提高机场的商业价值和社会效益。文章研究以期为机场数智化发展提供有效参考。During the"14th Five-Year Plan"period,civil aviation will adhere to the bottom line of safety development and the main line of intelligent civil aviation construction,and digitization will cover the whole field and process of civil aviation,and passenger image technology will be an effective way to promote the development of civil aviation services by leaps and bounds,which can significantly improve the passenger experience.At present,airports have applied passenger profiling technology to passenger travel mode prediction,transportation path planning and ticket price setting,but less research and application in business model.Therefore,this paper analyzes the pain points of the airport business model,and in response to the pain points,integrates the digital intelligence technology,specifically introduces the passenger portrait program,from the construction of the passenger portrait and the application of the two aspects of the passenger type,so that airports can provide differentiated business services according to the type of passengers.Based on the passenger profile,the airport proposes a solution for the development of digital intelligence in the airport business model from the perspective of the experience and satisfaction of the whole process of passenger services,aiming to meet the needs of all segments and levels of passengers,and helping to improve the overall ability of stores to acquire customers,conversion and efficiency.At the same time,the commercial value and social benefits of airports can be improved.This paper aims to provide an effective reference for the development of airport digital intelligence.

关 键 词：旅客画像 数智化 商业模式 服务流程优化 

分 类 号：F272.7[经济管理—企业管理]