数智化赋能户外广告价值链提升：以机场广告价值链为例

Digital Intelligence Empowers Outdoor Advertising Value Chain Promotion: Taking Airport Advertising Value Chain as an Example

互联网（特别是移动互联网）及其应用的快速发展使得用户APP使用和浏览内容的记录成为了可能。基于用户信息对用户展开画像并开发相应的内容推荐方法，诞生了一个蕴含巨大商业价值的市场：即互联网广告；其2022年的市场规模将近7000亿元。相对传统广告（如户外广告和传统媒介广告）而言，互联网广告能实现更为精准的广告内容推送，已经成为众多APP的主要收入来源。面对互联网广告的巨大冲击，如何进行商业模式变革并利用数智化技术提升价值链管理，是传统户外广告行业所面临的一个共性挑战。

The rapid development of the Internet (especially the mobile Internet) and its applications has made it possible for users to record their APP usage and browsing content. Based on the user information to develop the user portrait and the corresponding content recommendation method, the birth of a huge commercial value of the market: Internet advertising; Its market size in 2022 is nearly 700 billion yuan. Compared with traditional advertising (such as outdoor advertising and traditional media advertising), Internet advertising can achieve more precise advertising content push, and has become the main source of income for many apps. Faced with the huge impact of Internet advertising, how to reform the business model and improve the value chain management by digital intelligence technology is a common challenge faced by the traditional outdoor advertising industry.

以机场这一户外场景为例，作为人文机场建设的一个重要组成部分，机场广告在构建机场视觉秩序、服务和公益宣传、标识引导等方面发挥着不可替代的作用。同时，作为一类具有自身独到优势的稀缺资源，机场广告位具有极大的商业价值。然而，2019年底爆发的新冠疫情导致民航旅客运输量断崖式下跌，机场广告需求骤减，机场广告公司及其所在的供应链整体经营困难，甚至出现亏损。数据显示，2020年和2021年首都机场广告收入相对2019年的下降比例分别高达45.7%和39.1%。结合新冠疫情影响所暴露出来的问题以及行业的国际发展趋势，有必要重新审视机场广告价值链的运营体系，借鉴互联网广告的成熟经验与模式，打造一套数智化的智慧机场广告运营体系，从而充分发挥机场广告这类稀缺资源的价值，提高机场广告价值链的整体运营效率。

Take the outdoor scene of airport as an example. As an important part of the construction of humanistic airport, airport advertising plays an irreplaceable role in the construction of airport visual order, service and public welfare publicity, and sign guidance. At the same time, as a kind of scarce resources with its own unique advantages, airport advertising space has great commercial value. However, the COVID-19 outbreak at the end of 2019 led to a precipitous drop in passenger traffic, a sharp decline in airport advertising demand, and the overall business difficulties and even losses of airport advertising companies and their supply chains. Data show that the advertising revenue of the capital airport in 2020 and 2021 will decrease by as much as 45.7% and 39.1%, respectively, compared with 2019. Combined with the problems exposed by the impact of COVID-19 and the international development trend of the industry, it is necessary to re-examine the operation system of the airport advertising value chain, learn from the mature experience and model of Internet advertising, and build a set of digitalized intelligent airport advertising operation system, so as to give full play to the value of scarce resources such as airport advertising and improve the overall operation efficiency of the airport advertising value chain.

一．机场广告价值链当前的运营模式

1 Current Operating Models of the Airport Advertising Value Chain

机场建设往往需要巨额的投资，其运营发展面临着巨大的成本压力。在很多市场化程度高的发达国家，非航业务（如广告、酒店、餐饮、免税店等）收入已经超过了航空性收入，机场广告是其中一个重要的组成部分。在新冠疫情的影响下，虽然机场广告收入也面临断崖式下跌，但是其在非航性收入中的占比却极为突出，超过往年。据统计，首都机场2020和2021年广告收入在非航性收入中的占比分别高达37.26%和35.98%。机场广告主要面向高端的旅客受体，在客户集中度、曝光时间与曝光率等方面有着天然的优势，一直是广告优质客户竞相争夺的稀缺资源。

Airport construction often needs a huge amount of investment, and its operation and development face enormous cost pressure. In many developed countries with a high degree of marketization, the revenue of non-aviation business (such as advertising, hotels, catering, duty-free shops, etc.) has exceeded the revenue of aviation, and airport advertising is an important part of it. Under the influence of the COVID-19 pandemic, airport advertising revenue is also facing a precipitous decline, but its proportion of non-airline revenue is extremely prominent, exceeding that of previous years. According to statistics, the proportion of advertising revenue in non-aviation revenue of Beijing Capital Airport in 2020 and 2021 is up to 37.26% and 35.98% respectively. Airport advertising is mainly targeted at high-end passenger receptors, which has natural advantages in customer concentration, exposure time and exposure rate, etc. It has always been a scarce resource for high-quality advertising customers to compete for.

以拥有各种广告媒体（如电子类广告、内外廊桥看板、包柱灯箱、墙体灯箱、玻璃贴膜、实物展示媒体等）的机场广告公司为链主，机场广告生态链中的各角色构成了一个错综复杂的网络结构；如图1所示。在上游端，机场广告公司向专业化的广告策划公司、展览展示公司、软件开发商、施工外包商、以及广告效果监播测评机构等采购所需的服务，以充分享受专业化分工所带来的益处，同时有助于广告公司专注打造自身的核心优势。在下游端，除了通过直销渠道进行销售，面向各类广告代理的销售在总销售额量中占据了相当大的比例；主要广告主来自金融、汽车、电子、酒类等目标客户为高端商旅乘客的行业。值得一提的是，虽然很多机场属于同一集团公司（如首都机场集团传媒有限公司在全国拥有13家干线机场和34家支线机场的独家广告经营权），但是机场广告公司之间彼此独立运营和独立核算，缺乏协同效应。

With a variety of advertising media (such as electronic advertising, internal and external gallery bridge billboards, pillar light boxes, wall light boxes, glass film, physical display media, etc.) as the main chain of the airport advertising ecological chain roles constitute a complex network structure; See Figure 1. At the upstream end, airport advertising companies purchase required services from professional advertising planning companies, exhibition companies, software developers, construction contractors, and advertising effect monitoring and evaluation agencies, so as to fully enjoy the benefits brought by professional division of labor, and help advertising companies focus on building their own core advantages. At the downstream end, in addition to selling through direct channels, sales to various advertising agencies account for a considerable proportion of total sales volume; Major advertisers come from finance, automotive, electronics, wine and other industries that target high-end business travelers. It is worth mentioning that although many airports belong to the same group company (for example, Capital Airport Group Media Co., Ltd. has the exclusive advertising rights of 13 trunk airports and 34 branch airports nationwide), airport advertising companies operate and account independently of each other, which lacks synergy effect.

图1：机场广告供应链示意图

Figure 1: Airport advertising supply chain diagram

新冠疫情爆发以前，随着我国民航客运行业的快速发展，机场广告收入也呈现稳定增长的态势（如首都机场广告收入的年均增长率为19.38%）；如图2所示。在广告资源稀缺的背景下，机场广告价值链是一个典型的卖方市场，处于链主地位的机场广告公司享有绝对的话语权；其普遍采用的运营策略主要体现在如下几个方面。

Before the outbreak of the COVID-19 pandemic, with the rapid development of China's civil passenger transport industry, airport advertising revenue also showed a steady growth (for example, the average annual growth rate of advertising revenue at Capital Airport was 19.38%); as shown in Figure 2. Against the background of scarce advertising resources, the airport advertising value chain is a typical seller's market, with airport advertising companies in the position of chain owners enjoying absolute say; their commonly adopted operational strategies are mainly reflected in the following aspects.

图2：首都机场的广告营业收入与旅客吞吐量（2006-2021）

Figure 2: Advertising revenue and passenger throughput of Capital Airport (2006-2021)

销售渠道方面，面向终端广告主的市场开拓一直是机场广告公司的薄弱环节，多年来，主要机场广告公司已经形成了分销占绝对主导地位的销售模式，直销的销售量和销售收入只占很小比重。虽然近些年自营比例呈现逐年提升的趋势，但是首都机场广告公司80%左右的销售量仍来自于各种形式的广告代理。通常，机场广告公司通过签订中长期合同（合同期一般半年到三年不等），将部分广告媒体的经营权销售给广告代理。相对于正常的零售价格而言，广告代理能享受较低的折扣价格（批发价格通常是零售价格的60-70%），但是需要提前支付履约保证金以及部分广告费用，并承担可能出现的广告媒体的闲置风险。

In terms of sales channels, the market development for terminal advertisers has always been a weak link of airport advertising companies. Over the years, major airport advertising companies have formed a sales model dominated by distribution, and direct sales and sales revenue only take a small proportion. Although the proportion of self-employment has been increasing year by year in recent years, about 80% of the sales volume of the Capital Airport advertising agency still comes from various forms of advertising agencies. Usually, airport advertising companies sell the right to operate some advertising media to advertising agencies by signing medium - to long-term contracts (the contract period is usually six months to three years). Compared with the normal retail price, the advertising agency can enjoy a lower discount price (the wholesale price is usually 60-70% of the retail price), but it needs to pay the performance deposit and part of the advertising cost in advance, and bear the risk of the possible idle advertising media.

零售定价策略方面，对于典型的广告媒体（如电子类广告、内外廊桥看板、包柱灯箱、墙体灯箱、玻璃贴膜、实物展示媒体等），在客流量受到非正常因素影响起伏较大的情况下，国内主要机场普遍采用“固定额+超额”的销售定价策略。该策略以整个航站楼内广告受众前一年度的总客流量（称为“经营期内客流”）为基准确定固定广告费用，如果当年机场方公布的全区客流量未达到经营期内客流，则保持固定广告费用不变；否则，广告主需要按比例支付一定的超额广告费。该定价策略是相对激励相容的，因为每个广告媒体的广告收入与当年的机场总旅客吞吐量呈高度正相关关系。根据首都机场的数据，2005-2021年间广告总收入与旅客吞吐量的相关系数为0.834。

In terms of retail pricing strategy, for typical advertising media (such as electronic advertising, inner and outer gallery bridge billboards, pillar light boxes, wall light boxes, glass film, physical display media, etc.), major domestic airports generally adopt the "fixed amount + excess" sales pricing strategy when passenger flow is affected by abnormal factors. The strategy is based on the total passenger flow of the entire terminal advertising audience in the previous year (known as "operating period passenger flow") as the benchmark to determine the fixed advertising costs, if the airport announced that the passenger flow of the whole region does not reach the operating period passenger flow, the fixed advertising costs remain unchanged; Otherwise, the advertiser needs to pay a certain proportion of the excess advertising fee. This pricing strategy is relatively incentive-compatible because the advertising revenue per advertising medium is highly positively correlated with the total passenger throughput of the airport in the current year. According to the data of Capital Airport, the correlation coefficient between total advertising revenue and passenger throughput between 2005 and 2021 is 0.834.

广告投放策略方面，与当前广告销售策略相对应的是在合同期内持续发布客户的广告。在当前的广告位销售模式下，广告主往往一次捆绑式购买某些广告位组合在一段时间的使用权，多数广告主以年（或半年）为单位投放广告。虽然广告主也定期或不定期更新广告内容，但是根据合同的约定，机场广告的投放相对固定，缺乏灵活性。为了确保机场根据合同的约定持续投放广告，一些广告代理通常配备专门的人员来做广告效果的监测。比如，广告代理雇佣工人定期拍摄各广告媒体的照片和视频，每月或每季度向广告主提供广告效果监播测评报告。一般，广告效果的监测难度大且准确性差，而且向广告主提供的信息相当有限。

Advertising strategy, corresponding to the current advertising sales strategy is to continue to publish the customer's advertising during the contract period. Under the current AD space sales model, advertisers often bundle up to buy the right to use certain AD space combinations for a period of time, and most advertisers place ads on a yearly (or half-year) basis. Although advertisers also regularly or irregularly update advertising content, but according to the contract, airport advertising is relatively fixed, lack of flexibility. In order to ensure that the airport in accordance with the contract to continue advertising, some advertising agencies often have a special staff to do advertising effectiveness monitoring. For example, advertising agencies hire workers to regularly take photos and videos of various advertising media, and provide advertisers with monthly or quarterly monitoring reports on the effectiveness of their ads. In general, the monitoring of advertising effect is difficult and the accuracy is poor, and the information provided to advertisers is quite limited.

二．新冠背景下机场广告暴露出来的问题及其原因

2. The problems exposed by airport advertisements in the context of the new crown and their reasons

2019年年末爆发的新冠疫情为全球经济带来了深远的影响；居家隔离政策的实施对以航空客运为代表的旅游行业更是带来了致命性打击。据民航行业发展统计公报发布的数据，2020年我国民航旅客周转量相对2019年下降了46.1%，新冠肺炎疫情对民航运输生产影响的深度和持续性远远超出预期。与此相应的，机场广告的需求和广告收入呈现断崖式下跌的态势。在此背景下，机场广告运营中暴露出多方面前所未有的问题，体现在：一方面，航班和客流量的下滑导致终端广告主需求骤减，与之相应的广告媒体闲置率陡增，机场广告公司的直销收入和广告代理的销售收入都断崖式下跌。在广告代理巨额亏损的现实下，机场广告公司也普遍面临着广告代理收款难的困境。比如，国内主要大型机场的广告到款率均不足50%，远低于新冠前的水平。二方面，以往的广告媒体零售定价策略没有考虑到客流量大幅下跌的情形，直观上，客流量的暴跌导致广告效果不及预期，极大增加了广告主的每旅客广告成本。因此，机场广告公司和广告代理都面临着广告主费用核减的诉求（如：首都机场集团传媒有限公司2022年预计减免的广告费高达6亿元）。然而，目前缺乏双方都能接受的费用核减的标准和计算准则。三方面，因为政府部门管理和整治的需要，机场部分广告媒体（如航站楼LED）面临着被拆除或重建的需求。在广告媒体捆绑式销售的现实下，按照怎样的标准进行广告费用的核减也是广告公司面临的巨大挑战。

The COVID-19 outbreak in late 2019 has had a profound impact on the global economy; The implementation of the stay-at-home quarantine policy has brought a fatal blow to the tourism industry represented by air passenger transport. According to data released in the Statistics Bulletin of the Development of the Civil aviation industry, China's civil aviation passenger turnover in 2020 decreased by 46.1% compared with that in 2019, and the depth and persistence of the impact of COVID-19 on civil aviation transport production is far greater than expected. Accordingly, airport advertising demand and advertising revenue show a cliff - like decline. In this context, many unprecedented problems have been exposed in the airport advertising operation, which are reflected in: on the one hand, the decline of flights and passenger flow leads to a sharp decrease in the demand of terminal advertisers, and the corresponding idle rate of advertising media increases sharply, and the direct sales revenue of airport advertising companies and the sales revenue of advertising agencies fall off the cliff. Under the reality of huge loss of advertising agency, airport advertising companies are generally faced with the difficult plight of advertising agency collection. For example, the advertising arrival rate at major airports in China is less than 50 percent, much lower than the pre-COVID-19 level. Secondly, the previous retail pricing strategy of advertising media did not take into account the situation of the dramatic decline in passenger flow. Intuitively, the dramatic decline in passenger flow leads to the advertising effect falling short of expectations, which greatly increases the advertising cost per passenger for advertisers. Therefore, airport advertising agencies and advertising agencies are facing the appeal of advertisers to reduce the cost of advertising (for example, Capital Airport Group Media Co., Ltd. is expected to reduce the cost of advertising up to 600 million yuan in 2022). At present, however, there is a lack of mutually acceptable standards and calculation criteria for cost reduction. Thirdly, due to the needs of government departments for management and rectification, some advertising media (such as terminal LED) of the airport are facing the needs of demolition or reconstruction. Under the reality of bundling sales of advertising media, advertising companies are facing great challenges in accordance with what standard to reduce advertising costs.

诚然，上述问题的出现跟新冠疫情息息相关；但是归根结底来源于机场广告公司现行运营模式的不足。当前机场广告运营体系中存在的突出问题体现在如下方面。

It is true that the emergence of these problems is closely related to the COVID-19 pandemic; but ultimately it stems from the shortcomings of the current operating model of airport advertising companies. The outstanding problems in the current airport advertising operation system are reflected in the following aspects.

第一，基于历史价格的惯性广告定价方式并不能反映出机场不同区域广告位的真实价值。相对粗放的广告定价是建立在机场具有明显强势地位的基础上的，其基本假设是民航客流量将持续保持增长。一般而言，广告的效果取决于广告内容向其目标客户的曝光程度（如途经该广告位的客流量、途经时间、以及途经的旅客是否是广告内容的目标客户等），进一步取决于机场的物理布局、乘客在机场的活动路径、广告位自身的属性等因素，因此不同时间和不同空间的广告位前的有效客流量是有差异的。当前机场普遍采用的粗放型广告位定价策略主要基于广告资源的投入，而并非广告的实际效果，不能反映出广告位的真实价值。同时，相对笼统的收费方式并不能反映出位于机场不同区域的同一类型广告位的真实价值，因为不同位置广告位的客流量明显是存在较大差异的。这给广告客户的广告位租用选择、广告内容的调整以及机场广告公司的广告投放都带来了极大的挑战。

Firstly, the usual advertising pricing approach based on historical prices does not reflect the true value of advertising space in different areas of the airport. Relatively extensive advertising pricing is based on the assumption that airports have a clearly strong position and that the underlying assumption is that civil aviation traffic will continue to grow. In general, the effectiveness of advertising depends on the exposure of the content to its target customers (e.g. the volume of passengers passing through the spot, the time of day they pass through, and whether the passengers passing through are the target customers for the content), and further depends on factors such as the physical layout of the airport, the path of passengers through the airport, and the attributes of the spot itself, so the effective traffic in front of the spot at different times and in different spaces is The effective flow of passengers in front of advertising spaces varies from time to time and space to space. The current crude pricing strategy for advertising space commonly used in airports is mainly based on the investment of advertising resources rather than the actual effectiveness of the advertising, and does not reflect the true value of the advertising space. At the same time, the relatively general pricing approach does not reflect the true value of the same type of advertising space located in different areas of the airport, as there is clearly a large difference in the traffic flow of advertising space in different locations. This poses a great challenge to advertisers in terms of the choice of advertising space to rent, the adjustment of advertising content and the placement of advertisements by airport advertising companies.

第二，在实际旅客流量远不及基准客流的现实下，缺少成熟的政策来指导机场广告公司面向广告客户实施广告费用核减。以往的“固定额+超额”广告位定价策略是基于民航客流量每年保持增长的前提的。在居家隔离和航班频繁熔断的背景下，2020和2021年国内机场的旅客流量相对疫情前大幅下滑。客流量骤减直接影响到广告商投放广告的效果，广告客户纷纷要求机场广告公司给与价格核减。在实际客流远不及基准客流的现实下，首都机场近两年推出了面向广告客户的广告费用核减政策。此外，部分机场出于持续发展的考虑，有时会对机场广告位进行重新布局，比如拆除部分媒体广告位等。合同期内部分广告位的拆除也给机场广告公司带来了费用核减的问题。但是，当前的机场广告运营体系下，缺乏科学的依据来指导广告费用的核减额度或比例，难以找到一个机场广告公司和广告客户都愿意接受的费用核减方案。

Secondly, with actual passenger traffic falling far short of benchmark traffic, there is a lack of a mature policy to guide airport advertising companies in implementing advertising cost reductions for advertisers. The previous 'fixed + overage' pricing strategy for advertising space was based on the premise that civil aviation traffic would continue to grow each year. Against the backdrop of home quarantine and frequent flight meltdowns, passenger traffic at domestic airports has declined significantly in 2020 and 2021 relative to the pre-epidemic period. The plunge in passenger traffic has had a direct impact on the effectiveness of advertisers' advertising, with advertisers asking airport advertising agencies to give price reductions. With actual passenger traffic falling far short of benchmark traffic, Capital Airport has introduced a reduction in advertising rates for advertisers in the last two years. In addition, some airports sometimes rearrange the layout of their advertising space for reasons of sustainable development, such as removing some of the media advertising space. The removal of some advertising space during the contract period also poses a problem for airport advertising companies in terms of cost reductions. However, under the current airport advertising operation system, there is a lack of scientific basis to guide the amount or proportion of reduction in advertising costs, and it is difficult to find a cost reduction plan that both airport advertising companies and advertisers are willing to accept.

第三，在广告投放的具体实行中，被客户“买断”的广告位在合同期内只能投放单一客户的广告内容，不能根据实际的客流进行动态调整，广告的整体效果是否最优存疑。机场广告公司或广告代理商往往需要投入大量人力进行广告投放监测，但抽样数据只能反映广告位是否按照合同约定展示了广告，而无法准确衡量其实际的效果。

Thirdly, in the specific implementation of advertising, the advertising space "bought out" by the client can only display the advertising content of a single client during the contract period, and cannot be dynamically adjusted according to the actual passenger flow, so it is doubtful whether the overall effect of advertising is optimal. Airport advertising companies or advertising agencies often need to invest a lot of manpower in monitoring the placement of advertisements, but the sampling data only reflects whether the advertising space has been displayed in accordance with the contract, but cannot accurately measure the actual effectiveness of the advertising.

第四，在广告业态转型和经济社会演变的背景下，机场广告位也遭受着高空置率和欠款回收难等问题。随着互联网的发展和消费者行为的变化，基于大数据分析的精准式互联网广告已经渗透到了生活的各个角落。相对传统广告模式而言，互联网广告以广告价值和广告效果为导向，具有实时互动性、个性化、精准投放等优势。互联网广告在改变广告业态的同时，也成为了实体广告的一个强有力的竞争对手，大量客户从传统的线下实体广告转向线上营销，这给机场广告的销售带来了负面影响。据报道，2020年和2021年，首都机场广告位的空置率分别高达45.2%和30%。在整体经济不景气的环境下，机场广告位也面临着欠款回收难的问题。部分广告客户无法及时支付预先约定的广告费用，使得机场广告公司发生坏账损失的风险提升。

Fourth, in the context of the transformation of advertising formats and the evolution of economic society, airport advertising space is also suffering from high vacancy rate and difficult to collect arrears and other problems. With the development of the Internet and changes in consumer behavior, accurate Internet advertising based on big data analysis has penetrated into every corner of life. Compared with the traditional advertising model, Internet advertising is oriented by advertising value and advertising effect, and has the advantages of real-time interaction, personalization and precise delivery. While changing the advertising format, Internet advertising has also become a strong competitor to physical advertising. A large number of customers have switched from traditional offline physical advertising to online marketing, which has brought negative impact on airport advertising sales. According to the report, the vacancy rate of advertising space in the capital airport is as high as 45.2 percent in 2020 and 30 percent in 2021. Amid the economic downturn, airport advertising space is also facing difficulties in collecting money owed. Some advertisers cannot pay the pre-agreed advertising expenses in time, which increases the risk of bad debt losses of airport advertising companies.

第五，受到体制机制的限制，机场广告公司过于依赖广告代理进行广告位销售。当前实践中，机场广告公司将部分广告位资源以批发价格提前销售给广告代理的实践并不能起到广告资源风险合并（Inventory Pooling）的效果。同时，广告代理商与机场广告公司的目标并不完全一致，甚至存在一定的冲突，广告代理在开拓终端客户方面与机场广告公司的竞争甚至会带来一些负面影响，或导致广告资源供给侧和需求侧的不匹配。因此，如何站在全局的角度审视机场广告公司和广告代理之间的关系和商业模式，设计激励相容的契约机制，促进双方建立基于广告位资源共享的竞合策略，从而更好匹配广告位的供给与多样化的需求，并优化机场广告整体的经济价值和公益价值，是机场管理者面临的重要议题。

Fifthly, airport advertising companies are too dependent on advertising agencies for advertising space sales due to institutional constraints. In current practice, the practice of airport advertising companies selling part of their advertising space resources to advertising agencies in advance at wholesale prices does not achieve the effect of risk pooling of advertising resources (Inventory Pooling). At the same time, the objectives of advertising agencies and airport advertising companies are not fully aligned, and there are even some conflicts. The competition between advertising agencies and airport advertising companies in developing end customers may even bring some negative effects, or lead to a mismatch between the supply side and the demand side of advertising resources. Therefore, it is an important issue for airport managers to examine the relationship and business model between airport advertising companies and advertising agencies from a holistic perspective, design incentive-compatible contractual mechanisms, and promote the establishment of a competitive strategy based on the sharing of advertising space resources between the two parties, so as to better match the supply of advertising space with diversified demand, and optimise the overall economic and public welfare value of airport advertising.

三．数智化赋能机场广告价值链提升

3. Digital Intelligence Empowers Airport Advertising Value Chain Promotion

机场广告位的稀缺性决定了广告公司在整个价值链中的主导地位，注定了其一直以来的“资源导向”式管理思维。随着互联网的发展和消费者行为的变化，基于大数据分析的精准式互联网广告已经渗透到了生活的各个角落。相对传统广告模式而言，互联网广告以广告价值和广告效果为导向，具有实时互动性、个性化、精准投放等优势；它在改变广告业态的同时，也将成为机场广告等实体广告的一个强有力的竞争对手。为了适应广告业态的发展趋势，增强自身的核心竞争力，机场广告公司及其管理单位应以新冠疫情为契机，重新审视其在价值链中的定位，树立起“广告价值导向”式的管理思维；如图3所示。

The scarcity of advertising space in airports has determined the dominant position of advertising agencies in the entire value chain and predestined them to a "resource-oriented" management mindset. With the development of the Internet and changes in consumer behaviour, accurate Internet advertising based on big data analysis has penetrated into all corners of life. Compared to traditional advertising models, Internet advertising is oriented towards advertising value and advertising effectiveness, and has the advantages of real-time interactivity, personalisation and precise delivery. In order to adapt to the development trend of the advertising industry and enhance their core competitiveness, airport advertising companies and their management units should take the COVID-19 pandemic as an opportunity to re-examine their positioning in the value chain and establish a "value-oriented advertising" management mindset; as shown in Figure 3.

图3：从“资源导向”到“广告价值导向”的管理理念变革

Figure 3: Management philosophy change from "resource-oriented" to "advertising value-oriented"

众所周知，互联网广告基于大数据分析对用户进行画像，通过广告内容与用户画像的匹配来实现精准的个性化广告投放，在电子商务、短视频等领域获得了极大的成功。机场广告作为一类典型的线下广告形态，很难实现完全个性化的精准投放。然而，借鉴互联网广告的思维范式，结合机场广告这一特殊场景，充分利用旅客、机场和航空公司的大数据，通过开发相对灵活的运营策略与协作机制，也能在一定程度上更好地匹配广告主的广告内容与目标顾客，在提升机场广告这一稀缺资源整体效率的同时，为机场广告价值链中的各角色（包括广告代理、广告主等）提升价值，打造价值链中多方共赢的局面。

As is known to all, Internet advertising profiles users based on big data analysis, and achieves accurate personalized advertising by matching advertising content with user profiles. It has achieved great success in e-commerce, short video and other fields. As a typical offline advertising form, airport advertising is difficult to achieve complete personalized and precise delivery. However, by referring to the thinking paradigm of Internet advertising, combining with the special scene of airport advertising, making full use of the big data of passengers, airports and airlines, and developing relatively flexible operation strategies and cooperation mechanisms, the advertising content of advertisers and target customers can be better matched to a certain extent. While improving the overall efficiency of airport advertising, a scarce resource, Enhance the value of all roles in the airport advertising value chain (including advertising agents, advertisers, etc.), and create a win-win situation in the value chain.

建立数智化赋能的机场广告价值链体系需要从下列方面进行管理提升。

The establishment of a digital intelligence-enabled airport advertising value chain system requires management improvements in the following areas.

第一，建立一套基于旅客大数据的机场广告媒体价值评估方法。广告媒体的价值评估是进一步优化广告定价和投放策略，并重新设计广告公司与广告代理契约关系的基础。机场广告位在某一时间区间内的效果取决于途经该广告位的客流量、途经时间、以及途经的旅客是否是广告内容的目标客户等信息。度量或评价线下媒体广告面向其目标客户的真实曝光度往往存在极大的挑战，主要原因是客流数据的不可获得性。目前，业界尚不存在通用的广告媒体价值评估标准。在机场这一相对封闭的场景下，广告效果与机场的物理布局、航空公司航班的安排、旅客在机场的行经路径、旅客属性等因素息息相关。可以借鉴互联网公司普遍采用的顾客画像技术，针对航空公司的航班和乘客信息，在脱敏的基础上对航班的乘客进行画像；进一步在定量分析出港和抵港乘客在机场内行经路线的基础上，结合登机口在航站楼的物理位置以及广告位的物理位置等信息，定量测算某广告位在特定时间窗口的客流量以及有效客流量，以此作为广告位价值评估的标准，并为机场广告位的布局优化提供决策参考。

Firstly, a set of methods to assess the value of advertising media at airports based on big data from passengers is established. The valuation of advertising media is the basis for further optimising advertising pricing and placement strategies, and redesigning the contractual relationship between advertising agencies and advertising agents. The effectiveness of an airport advertising space within a certain time frame depends on the amount of passengers passing through the space, the time of day they pass through, and whether the passengers passing through are the target audience for the advertising content. Measuring or evaluating the true exposure of offline media advertising to its target customers is often extremely challenging, mainly due to the unavailability of traffic data. Currently, there is no universal standard for evaluating the value of advertising media in the industry. In the relatively closed environment of airports, the effectiveness of advertising is closely related to the physical layout of the airport, the airline's flight schedule, the passenger's path through the airport, the passenger's attributes and other factors. The customer profiling technology commonly used by internet companies can be used to profile the passengers of a flight on the basis of desensitisation of the airline's flight and passenger information; furthermore, on the basis of quantitative analysis of the route taken by departing and arriving passengers in the airport, combined with the physical location of the boarding gate in the terminal building and the physical location of the advertising space, the passenger flow of a certain advertising space in a specific time window can be quantitatively measured This can be used as a criterion for evaluating the value of the advertising space and as a reference for decision making in optimising the layout of the advertising space in the airport.

第二，在把握广告媒体价值时间和空间维度变化规律的基础上，机场广告公司可以考虑改变其传统的基于整个航站楼全年客流量的定价准则，采用更加灵活的销售模式。考虑到不同时间段、不同位置、不同形态的广告位的客流量是不同的，机场广告公司可以实施基于时空的差异化定价策略，使得广告位的价格能与其真实价值相匹配，从而更好的实现细分市场，满足各类广告客户的需求，同时减少广告位闲置率，提高销售利润。基于不同广告客户的差异化广告需求，机场广告公司可以引入数量折扣、捆绑销售、基于碎片化时间的销售等更为灵活的销售策略，为客户提供多样化的选择，以加强对需求的引导和控制，从而在实现广告位的有限供给与多样化需求有效匹配的基础上，提升广告位对机场和客户的价值，优化广告位的整体效益。

Secondly, on the basis of grasping the changing rules of the temporal and spatial dimensions of advertising media value, airport advertising companies can consider changing their traditional pricing guidelines based on the annual passenger flow of the entire terminal building and adopt a more flexible sales model. Considering that the passenger flow of advertising space varies from time to time, from location to location, and from form to form, airport advertising companies can implement a differentiated pricing strategy based on time and space, so that the price of advertising space can match its true value, thereby better segmenting the market and meeting the needs of various types of advertisers, while reducing the rate of idle advertising space and increasing sales profits. Based on the differentiated advertising needs of different advertisers, airport advertising companies can introduce more flexible sales strategies such as quantity discounts, bundled sales and sales based on fragmented time to provide customers with diversified choices in order to strengthen the guidance and control of demand, thus enhancing the value of advertising space to airports and customers on the basis of achieving an effective match between the limited supply of advertising space and diversified demand, and optimising The overall effectiveness of advertising space.

第三，引入基于广告实际效果的广告位销售策略。在上述基于广告资源投入的运营模式下，广告客户在实际广告效果方面面临着较大的风险。为了更好地给客户创造价值，可以借鉴互联网广告中普遍采用的基于画像的精准广告投放策略，设计基于广告实际效果的销售模式。一方面，在和广告客户签订合同的过程中，明确广告内容期望实现的曝光状态（如曝光次数、曝光强度方面的要求等），依据合同约定制定灵活的广告投放策略，例如依据广告位所在位置的曝光频率确定投放时间，为偏远位置的广告位额外增加投放时长等，从而在提升广告位整体利用效率的同时提高广告客户满意度；另一方面，根据不同航班的乘客画像，建立起动态广告投放机制，在决策模型和算法的支持下，在合适的时间对合适的广告位投放合适的广告内容，从而有效提升广告内容向其目标顾客的整体曝光率。

Thirdly, the introduction of an advertising space sales strategy based on the actual effectiveness of advertising. Under the above-mentioned operation model based on advertising resources input, advertisers face greater risks in terms of actual advertising effectiveness. In order to better create value for customers, a sales model based on the actual effectiveness of advertisements can be designed, taking reference from the accurate advertising placement strategy based on portraits commonly adopted in internet advertising. On the one hand, in the process of signing contracts with advertisers, the desired exposure status of the advertising content (such as the number of exposures, exposure intensity requirements, etc.) is clarified, and flexible advertising placement strategies are formulated according to contractual agreements, such as determining the placement time based on the exposure frequency of the location of the advertising space, and increasing the placement time for advertising spaces in remote locations, so as to improve the overall efficiency of the use of advertising space and at the same time On the other hand, according to the passenger profile of different flights, a dynamic advertising delivery mechanism is established, and with the support of decision models and algorithms, the right advertising content is delivered to the right advertising space at the right time, thus effectively increasing the overall exposure rate of advertising content to its target customers.

第四，建立起机场和机上、甚至跨机场联动的动态广告投放策略。除了曝光次数，广告内容向其目标客户的曝光强度对广告效果至关重要。机场广告经营单位可以进一步采用动态的广告投放策略，彻底改变当前某客户在某广告位连续投放一段时间某广告的实践，从广告位前途径的旅客信息出发，在一天的不同时间段在不同位置的不同广告媒体上投放不同的广告。比如，对抵港走廊的广告位，可以结合抵港航班上乘客的画像信息，随时变换广告内容，从而有效提升广告内容向其目标顾客的整体曝光率。结合旅客在机场的路径和活动范围以及机上座位安排，机场广告公司可以与航空公司进行合作，将机场广告和机上娱乐系统进行空地一体化联动，以实现广告内容的个性化精准投放；同时依据客户的需求在合理范围内重复投放广告，以加强旅客对于广告内容的印象，提升广告效率。进一步，基于旅客出发—到达的航班线路，在广告动态投放策略上也可以实现出发地和目的地的跨机场的联合优化，以在更大的范围内实现广告资源的优化利用（如图4所示）。

Fourthly, the establishment of airport and in-flight, even across the airport linkage dynamic advertising strategy. In addition to the number of exposures, the intensity with which the content is exposed to its target audience is critical to the effectiveness of the AD. Airport advertising business units can further use dynamic advertising strategy, completely change the current practice of a customer in a certain advertising space for a period of time, starting from the passenger information in front of the advertising space, at different times of the day in different positions on different advertising media. For example, for the advertising space in the arrival corridor, the advertising content can be changed at any time based on the portrait information of passengers arriving at Hong Kong, so as to effectively improve the overall exposure rate of advertising content to its target customers. According to the route and activity range of passengers in the airport as well as the in-flight seating arrangement, airport advertising companies can cooperate with airlines to integrate airport advertising and in-flight entertainment system to achieve personalized and precise advertising content. At the same time, according to the needs of customers, repeated advertising within a reasonable range to strengthen the impression of passengers on the advertising content and improve the efficiency of advertising. Furthermore, based on the flight route from departure to arrival of passengers, cross-airport joint optimization of origin and destination can also be realized in the dynamic advertising strategy, so as to optimize the utilization of advertising resources in a larger scope (as shown in Figure 4).

图4：跨机场联动的集权决策机场广告价值链

Figure 4: Centralization of decision-making across airport linkages Airport advertising value chain

第五，通过契约机制重塑和广告代理的伙伴关系，实现直销渠道和分销渠道的集成优化。在机场广告公司市场开拓能力相对有限、机场代理不可或缺的情形下，基于供应链的视角，需要站在全局的角度审视机场广告公司和广告代理之间的关系和商业模式，审视当前基于批发价格的契约，结合供应链优化与协调的理论方法，设计更为有效的激励相容的契约机制，例如回购契约、收益共享契约等，促进双方建立基于广告位资源共享的竞合策略，实现广告资源及其收益在两个角色之间的共享、以及风险的共担，从而更好匹配广告位的供给与多样化的需求，并优化机场广告整体的经济价值和公益价值，从而实现系统的最优，促成多方共赢的局面。

Fifth, through the contract mechanism reshaping and advertising agency partnership, to achieve the integration and optimization of direct sales channels and distribution channels. Under the circumstance that the market development ability of airport advertising companies is relatively limited and airport agents are indispensable, based on the perspective of supply chain, it is necessary to examine the relationship and business model between airport advertising companies and advertising agencies from a global perspective, examine the current contract based on wholesale price, and design a more effective incentive compatible contract mechanism by combining the theory and method of supply chain optimization and coordination. Such as repurchase contract, revenue sharing contract, etc., promote the two parties to establish a competition and cooperation strategy based on the sharing of advertising space resources, realize the sharing of advertising resources and income between the two roles, as well as the sharing of risks, so as to better match the supply of advertising space and diversified demands, and optimize the overall economic and public value of airport advertising, so as to achieve the optimal system. Promote a win-win situation for all parties.

第六，在传统的广告销售与投放之外拓宽业务范围，为客户提供多元化的广告效果报告以供决策参考。机场广告公司承担了多家广告客户的投放工作，拥有大量的广告投放数据，广告公司应利用其自身优势对数据进行分析研究，充分发挥数据的价值。视觉传达方面，在监测广告效果的基础上，机场广告公司可以分析广告的视觉重心与关注焦点等属性，向客户反馈广告的信息传递机制与效率，为客户调整广告的平面设计提供参考依据。市场分析方面，机场广告公司可以通过监测设备为关注特定广告的旅客在职业、年龄、性别等方面进行画像，并进一步分析比较同类别公司的广告投放差异，帮助广告客户更好地识别其目标消费者与潜在市场，明确竞争对手与竞争定位。

Sixthly, the business scope should be broadened beyond traditional advertising sales and placement to provide clients with diversified advertising effectiveness reports for reference in decision-making. Airport advertising companies are responsible for the placement of many advertisers and have a large amount of advertising data. They should make use of their own advantages to analyse and study the data and give full play to its value. In terms of visual communication, on the basis of monitoring the effectiveness of advertisements, airport advertising agencies can analyse the visual focus and focus of attention and other attributes of advertisements, provide feedback to clients on the information delivery mechanism and efficiency of advertisements, and provide a reference basis for clients to adjust the graphic design of advertisements. In terms of market analysis, airport advertising companies can use monitoring equipment to profile passengers who follow specific advertisements in terms of occupation, age and gender, and further analyse and compare the differences in advertising placement between companies in the same category, helping advertisers to better identify their target consumers and potential markets, and to clarify competitors and competitive positioning.

上述数智化机场广告价值链体系的打造一方面需要建立起完善的信息化基础设施，需要机场广告公司和机场集团的其他单位（如机场信息数据中心）、航空公司、广告代理之间进行有效的信息共享，并通过大数据分析技术（如文本分析、数据挖掘、关联规则等）对跨界的数据展开深入的分析，采用回归分析、支持向量机、机器学习等方法探索数据之间的关联关系。二方面，结合机场广告运营中涉及到的决策问题（如定价、广告位容量分配、广告投放等），建立相应的优化模型，结合模型的输入采用运筹优化的方法寻找理论最优的解决方案，或在挖掘管理启示的同时开发一些相对实用的渐进最优的启发式解决方案。三方面，从机场广告公司和价值链中其他企业（如广告代理、广告主等）交互决策的视角，设计激励相容的契约机制，来实现整体广告价值链的优化，并通过合理的利益分配机制与风险共担机制来实现多方共赢的局面。

The creation of the above digital intelligent airport advertising value chain system requires on the one hand the establishment of a sound information infrastructure, effective information sharing between the airport advertising company and other units of the airport group (e.g. airport information data centre), airlines and advertising agencies, and in-depth analysis of cross-border data through big data analysis techniques (e.g. text analysis, data mining, association rules, etc.). Regression analysis, support vector machines, machine learning and other methods are used to explore the correlations between the data. Secondly, we will develop an optimisation model for the decision making problems involved in airport advertising operations (e.g. pricing, advertising space allocation, advertising placement, etc.), and use operational optimization methods to find theoretically optimal solutions in conjunction with the inputs to the model, or develop some relatively practical asymptotically optimal heuristic solutions while mining management insights. Thirdly, from the perspective of interactive decision-making between airport advertising companies and other enterprises in the value chain (e.g. advertising agencies, advertisers, etc.), we design incentive-compatible contractual mechanisms to optimise the overall advertising value chain and achieve a win-win situation for all parties through a reasonable benefit distribution mechanism and risk-sharing mechanism.

四．实施步骤及保障措施

Four. Implementation steps and safeguard measures

数智化机场广告价值链的实现除了跨组织的大数据采集与整理、决策建模与分析、机制设计，还需要机场广告公司建立相应的管理体制和运行机制，并建立起相应的保障措施。考虑到我国主要机场广告公司的运营现状，系统打造数智化赋能的机场广告价值链建议遵循如下步骤推进。

The realization of digitalized airport advertising value chain requires airport advertising companies to establish corresponding management system and operation mechanism, as well as corresponding safeguard measures, in addition to cross-organizational big data collection and arrangement, decision modeling and analysis, and mechanism design. Considering the operating status of major airport advertising companies in China, it is suggested to follow the following steps to systematically build an intelligent and empowered airport advertising value chain.

第一步：规范化航空客运大数据管理，推动国家在航空客运系统中旅客数据（包括航班中旅客记录、机场采集的旅客图像和视频等数据）方面的立法，在充分考虑数据安全与隐私性的基础上，对数据的采集、管理、使用、共享等方面进行明确和细致的规定。

Step 1: Standardise the management of big data on air passenger transport and promote national legislation on passenger data in air passenger transport systems (including passenger records in flights, passenger images and videos collected at airports and other data), with clear and detailed regulations on the collection, management, use and sharing of data, based on full consideration of data security and privacy.

第二步：考虑在机场广告位中引入眼动仪、远红外摄像头等信息化采集装置，在不侵犯旅客隐私的前提下，通过实时图像处理等技术捕获旅客在广告内容上的视觉停留时间等数据。

The second step: consider introducing eye tracker, far infrared camera and other information acquisition devices into the airport advertising space, and capture the visual stay time of passengers on the advertising content through real-time image processing and other technologies without infringing on the privacy of passengers.

第三步：基于机场物理布局、航班、旅客购票记录、旅客在机场的路径和经停特征等数据，建立基于旅客大数据分析的机场广告位价值评估模型，并对各类广告媒体在不同时间窗口的价值展开系统性评估。

Step 3: Based on data such as the physical layout of the airport, flights, passenger ticketing records, passenger paths and stopover characteristics at the airport, an airport advertising space value assessment model based on passenger big data analysis is established, and the value of various advertising media in different time windows is systematically assessed.

第四步：在广告价值评估模型的基础上，从广告客户需求出发，设计基于广告实际效果的新型销售模式，开发差异化的广告定价策略，以及能实现系统最优的动态广告投放策略。同时，探索能实现机场广告供应链协调的多渠道契约机制。

Step 4: On the basis of the advertising value assessment model, design a new sales model based on the actual effectiveness of advertising from the perspective of advertisers' needs, develop a differentiated advertising pricing strategy, and a dynamic advertising placement strategy that can achieve system optimisation. At the same time, explore a multi-channel contract mechanism that enables coordination of the airport advertising supply chain.

第五步：开发基于实时数据分析的广告效果智能监测平台，动态计算广告内容的真实曝光效果（如累积客流量、有效客流量，客流量的演变规律、有效客流的占比等）。以智能系统替代人工监测，允许广告客户随时实时监控广告的效果，并为客户调整广告的购买策略提供决策参考。

Step 5: Develop an intelligent monitoring platform for advertising effect based on real-time data analysis, and dynamically calculate the real exposure effect of advertising content (such as cumulative passenger flow, effective passenger flow, evolution law of passenger flow, proportion of effective passenger flow, etc.). Artificial monitoring is replaced by intelligent system, which allows advertisers to monitor the effect of advertising at any time in real time, and provides reference for customers to adjust the purchasing strategy of advertising.

通过数智化赋能，有望形成机场广告行业的一套新的运营体系与标准，有效提升机场广告价值链的管理效率；在充分实现机场广告这一稀缺资源商业价值的同时，也为广告客户创造更大的价值。

Empowered by digital intelligence, it is expected to form a new set of operational system and standards for the airport advertising industry, effectively enhancing the management efficiency of the airport advertising value chain; while fully realising the commercial value of airport advertising as a scarce resource, it also creates greater value for advertisers.

五．总结与展望

5 Summary and Prospect

构建机场商业数字化生态圈，实现机场商业智慧化融合发展，是机场商业未来高质量可持续发展的路径及方向。数智化赋能的机场广告价值链是机场商业数字化生态圈的一个重要组成部分，也是机场广告行业的必然发展趋势。以新冠疫情所暴露出来的问题为契机，借鉴互联网广告的成熟技术和经验，在从资源导向式向广告价值导向式管理理念转变的基础上，建立一套基于大数据的跨机场数智化广告运营体系，对于促进智慧机场的高质量发展、助力新时代民航强国战略的推进具有重大意义。同时，基于旅客大数据价值评估的广告运营管理体系也可以应用于高铁站、地铁站、长途汽车站等其他公共交通枢纽，其普及应用能在打造智慧民航和智慧城市中充分发挥作用。

It is the path and direction of high quality and sustainable development of airport business to construct the digital ecosystem of airport business and realize the integrated development of airport business intelligence. Airport advertising value chain enabled by digital intelligence is an important part of the airport business digital ecosystem, and also the inevitable development trend of airport advertising industry. Taking the problems exposed by the COVID-19 pandemic as an opportunity, by learning from the mature technology and experience of Internet advertising, and on the basis of the transformation from resource-oriented to value-oriented management concept, the establishment of a set of trans-airport digital intelligent advertising operation system based on big data is of great significance for promoting the high-quality development of smart airports and facilitating the promotion of the strategy of civil aviation power in the new era. At the same time, the advertising operation management system based on passenger big data value assessment can also be applied to other public transport hubs such as high-speed railway stations, subway stations and long-distance bus stations, and its popularization can play a full role in building smart civil aviation and smart cities.

肖勇波，男，清华大学经济管理学院管理科学与工程系教授，研究方向：运营与供应链管理，定价与收益管理。赵翠，女，清华大学经济管理学院管理科学与工程系博士后。蔡馨玥，女，清华大学经济管理学院管理科学与工程系博士生。牟建良，男，首都机场集团科技管理有限公司（首都机场集团信息数据中心）党委副书记、副总经理。]

Xiao Yongbo, male, is a professor at the Department of Management Science and Engineering, School of Economics and Management, Tsinghua University, with research interests: operation and supply chain management, pricing and revenue management. Cui Zhao, female, is a postdoctoral fellow in the Department of Management Science and Engineering, School of Economics and Management, Tsinghua University. Cai Xinyue, female, is a doctoral student in the Department of Management Science and Engineering, School of Economics and Management, Tsinghua University. Mou Jianliang, male, is the deputy secretary of the party committee and deputy general manager of Capital Airport Group Technology Management Co., Ltd. (Capital Airport Group Information Data Center). ]

肖勇波1，赵翠1，蔡馨玥1，牟建良2

Xiao Yongbo 1, Zhao Cui 1, Cai Xinyue 1, Mou Jianliang 2

（1清华大学经济管理学院，2首都机场集团科技管理有限公司）

(1 School of Economics and Management, Tsinghua University, 2 Capital Airport Group Technology Management Co., Ltd.)

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