CN 11-5366/S     ISSN 1673-1530
“风景园林,不只是一本期刊。”

数字技术赋能城市公园绿地的运营模式与技术要点

Operational Modes and Technical Points for Empowering Urban Park Green Spaces by Digital Technology

  • 摘要:
    目的 在城市发展由增量建设转向存量提质、公园绿地24 h开放共享的背景下,公园绿地面临着品质提升和资金紧张的双重压力,探索如何利用数字技术赋能公园绿地运营,充分发挥公园绿地功能和价值,对于推动其高质量建设发展意义重大。
    方法/过程 通过分析公园绿地运营面临的挑战与机遇,围绕空间、场景、管理、营销4个核心要素阐述数字技术应用于公园绿地的运营模式。
    结果/结论 数字技术将成为破解公园绿地运营难题的重要驱动力,从公园绿地空间提质盘活、运营场景创新创收、管理运维降本增效、营销经营协同管理等方面,构建数字技术赋能运营的“空间-场景-管理-营销”模式,提出数据分析作为空间优化辅助工具、虚实融合推动运营场景创新、管理平台实现智慧运维、流量营销聚合推动合作发展4个方面的具体技术要点,可为未来城市公园绿地可持续运营实践提供科学支撑和指引。

     

    Abstract:
    Objective As an important urban public open space, park green spaces bear multiple social functions such as ecology, recreation, and culture. Park services are evolving from being low-frequency and periodic to high-frequency and all-day, giving rise to the urgent need of the public for high-quality and diversified services. However, as a public welfare product, parks have long relied on government financial investment for operation and maintenance, and this traditional operation and maintenance mode exposes deep-seated contradictions of insufficient sustainability under the dual constraints of the downward economic pressure and the rising maintenance costs. This leads to an increasingly prominent contradiction between public demand and operation management. Therefore, against the backdrop of China’s encouragement of the open sharing of urban park green spaces, it is particularly important in the current economic situation to consider how to make better use of digital technologies such as artificial intelligence (AI), Internet of Things (IoT), and big data (BD) to empower the operation of park green spaces, further revitalize the advantageous resources of parks, promote the transformation of parks from “extensive management” to “precise services”, and enhance the “self-sustaining” function of parks through operation. Thus, this research focuses on the operational mode and implementation path of empowering the operation of urban park green spaces by digital technology, with the aim of providing scientific guidance for the future operation practice of park green spaces.
    Methods/process Space, scenario, management, and marketing are the four core elements of the operation of park green spaces. Space, as the physical carrier of operation, provides a place for people’s activities in parks; scenario focuses on the feelings and experiences of tourists in parks and is related to tourists’ satisfaction with parks; management covers the cost input of various resources in the operation process and plays a key role in the economic benefits of park operation; marketing involves the online and offline business operation logic of parks and directly affects the commercial revenue and market influence of parks.
    Results/conclusion Therefore, this research focuses on the above four aspects and divides the operational mode for empowerment by digital technology into the improvement and revitalization of green space, the creation of innovative consumption scenarios, the reduction of operation and maintenance costs and improvement of efficiency, and the improvement of unified revenue and expenditure in marketing. 1) Data-driven improvement and revitalization of space. Through the data-driven mode, accurately identify the inefficiently utilized space and potential demand gaps, and thus formulate targeted transformation strategies to achieve the coordinated improvement of tourists’ needs and space utilization efficiency. 2) Innovative experience in operation scenarios. Digital technology can help reconstruct the logic of scenario experience and consumption mode and. through immersive experience value addition and service efficiency enhancement, activate the integration of the functions and commercial value of park green spaces. 3) Cost reduction and efficiency improvement in operation and maintenance management. Through digital technologies such as AI, Large Language Model, and Big Data, improve the unmanned and automated level of the whole process of environmental event response, resource ledger management, and personnel scheduling to achieve cost reduction and efficiency improvement in park operation. 4) “Online + offline” coordinated management in marketing and operation. Based on data-driven construction of an “online + offline” integrated marketing management mode, through precise reach, business format linkage, and integration of digital platforms, achieve the optimization of tourists’ experience and the improvement of the commercial closed-loop efficiency, ultimately reducing costs and increasing revenue. Based on the above, four specific technical points for implementing the operational mode in reality are proposed as follows. 1) Multi-source data as an auxiliary tool for constructing accurate tourist portraits and optimizing space. Use data to complete the identification of tourists’ needs, diagnosis of inefficient spaces, and optimization and revitalization. 2) Integration of virtuality and reality to promote innovative operation scenarios. Digital technology can realize the immersive experience of integrating virtual and real scenarios, improve the cultural, ecological, and artistic values of parks, make the commercial operation lightweight by means of self-service and upgrading of consumption conversion efficiency, and thus construct a sustainable closed loop of revenue. 3) Construction of a management platform to achieve intelligent operation and maintenance. Through the construction of IoT foundation, data middle platform, and AI-driven platform intelligent agent, achieve intelligent operation and maintenance of parks. 4) Aggregation of traffic and integration of data to enhance operation efficiency. Vertically integrate consumption scenarios in depth, connect court services, equipment rental, and healthy catering support with the sports consumption chain, and connect outdoor science education, natural practice classes, and theme derivatives development with the parent – child consumption chain; besides, horizontally expand cross-domain cooperation, jointly build a ticket intercommunication and point conversion system with surrounding scenic spots and commercial entities, and activate the regional consumption synergy effect.

     

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