A Study On The Competitive Strategy Of ZhuHai Airport

By the end of the year 2020,there will be 244 airports in China,among which, most of them are small and medium sized airports.Therefore,how to manage and operate these airports after their being constructed will be one of the key subject which should be approached by the people who work for China civil aviation industry. Since Zhuhai Airport is a small airport,the study of competitive strategy on Zhuhai Airport,on the one hand,is to search for a way out for itself,on the other hand,is to lend a simple for other airports.The thesis is based on the competitive strategy theory made by Michael E.Porter.Using PEST model,five forces model and SWOT matrix model,the thesis analyzes the industrial competition structure and resources of Zhuhai Airport,sets up the vision of Zhuhai Airport,finalizes the implementing plan according to its competitive strategy.In the strategy analysis,the author tries to evaluate the current environment and resources from a developing angle instead of a static and mechanic angle in order to approach to the blue sea of Zhuhai Airport.The conclusion is:1,The moderate amount of investment is good for a small airport within appropriate scale.Small airport can not be treated as an usual enterprise because of its commonweal.It should be subsidized by the state to keep its safety.2, Zhuhai Airport should position itself as a market follower in PRD,engaging itself on a complementary airport to Hongkong and Macau Airports to keep existence.3,Zhuhai Airport will succeed in developing new business scope such as training flight of air company,business jet parking and maintenance,low cost flight hub,training for air and ground crew of light aeroplane,transfer centre of living & fresh sea foods etc.by implementing the strategy of aim focus and differentiation.