Creative Marketing Techniques to Improve Revenue Generation Partnerships
| 项目名称： | Creative Marketing Techniques to Improve Revenue Generation Partnerships |
| 摘要： | Airports have relied on traditional revenue streams such as terminal rent, landing fees, parking, and concessions to operate and maintain their facilities. As operating costs continue to rise, many airports face increasing difficulty in meeting funding needs solely by these traditional revenue sources. New digital tools, such as big data (high-volume, high-velocity, and high-variety information assets) and targeted advertising (which provides contextually relevant information to passengers in real time) are already being used by airlines and other companies, and may provide new opportunities for airports. In addition, airports may be able to take advantage of their existing relationships with various stakeholders (e.g., airlines, concessionaires, corporate partners) to increase revenue. However, there is little research and guidance for identifying and applying these new synergistic revenue-generating opportunities at airports. The objective of this research is to develop a guidebook to help airport industry practitioners use innovative marketing techniques to maximize revenue. The guidance should reflect the needs of non-, small-, medium-, and large-hub commercial airports; general aviation airports; and corporate aviation airports. |
| 状态： | Active |
| 资金： | 200000 |
| 资助组织： | Airport Cooperative Research Program<==>Federal Aviation Administration |
| 项目负责人： | Navarrete, Joseph D |
| 执行机构： | Meehan Aviation Group |
| 开始时间： | 20210617 |
| 预计完成日期： | 20220716 |
| 主题领域： | Administration and Management；Aviation；Data and Information Technology；Finance；Terminals and Facilities |
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