| Shanghai Pudong International Airport locates at the east suburb of Shanghai, covering a planned area of45.66Km2and hereinto, the area of terminal buildings is480000m2. Shanghai International Airport Co., Ltd. is the regional management main body of Pudong International Airport Area.After21th century, along with globalization of economy, continual advancement of science and technology and speedy development of commercial aviation industry, Shanghai Pudong International Airport is one of the most highly developing and highly potential for exploiting airports worldwide. As the management main body of Shanghai Pudong International Airport, Shanghai International Airport Co., Ltd. is stepping forward to the planned target-"building the best airport in China, the first-class airport worldwide, the most attractive major aviation hub airport in Asia-pacific area."Many national and local policies as The Commercial Aviation Boosting Strategic Plan of China’s12th Five-year Strategic Plan, Shanghai Service Industry Development Strategic Plan, Shanghai12th Five-year Strategic Plan all provide Shanghai Pudong International Airport opportunities for quick development and also set higher requirements in service, safety and profitability.From opening in1999, as for retail&catering business within terminal buildings, Shanghai Pudong International Airport changed self-operation mode to mode of introducing professional operators by bid inviting, and thus its commission income per m2always takes the lead in China. However, high commission income prevents the airport from bringing in globally-famous brands, optimizing pricing and improving service level. Recent years, passengers always complain about unreasonable product price and unsatisfactory service. In last two years’ACI review, passenger satisfactory level about product assortment and price are low. Nowadays, introducing operators by bid inviting cannot keep up with pace of Airport’s speedy development, cannot satisfy increasing material and cultural demand of passengers. Moreover, continual improvements in information technology, aviation business process and technology provide supports in building close relation between aviation business and commercial business.Due to above-mentioned issues, the writer chooses terminal building commercial business of Shanghai Pudong International Airport as the study object and sets the optimization of commercial business related aviation business process and customer demands as the study essentials. The writer uses porter’s five forces model to find competition, opportunity and threat within industry; uses SWOT analysis to find current advantages, disadvantages, challenges and treats of Shanghai Pudong International Airport; uses benchmarking method to find its shortages and problems to be improved. The writer establishes commercial business development strategic plan of Shanghai Pudong International Airport through strategic analysis and positions commercial business of Shanghai Pudong International Airport as aviation business affiliated integrated commercial place of shopping, leisure, entertainment, cross-cultural communication. By creating faster and easier passenger check-in experience, improving aviation business process, reducing passengers, check-in waiting time, we can create more time for passengers to make expenditure in the airport. Finally, by assuming airport operation is driven by commercial business, the writer works out entire strategic scheme of terminal building commercial business in Pudong International Airport. |
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