Research On The Competitive Strategy Of Baiyun Airport

Civil aviation industry has a very strong pulling effects on the social econ omy development. Its com prehensive benefit is particularly outstanding. According to the calculation, the proportion of input and output reached 1 : 8. It means a little input and large output. In this m arket, airport com panies are building a platform that m ake airline companies’ operation can achieve the link between people flow and logistics.It has had a great contribute to the developm ent of Baiyun Airport since the airport was established the subject status of legal pers on in 1992. The annual increase of its passenger throughput reached 18%. Its passenger throughput record reached 54.78 million, ranking 16 th in the world in 2014. The annual increase of its cargo throughput re ached 15%. Its cargo throughput record has break through 1.45 m illion in 2014, ranking 18 th in the world. Baiyun Airport indicates that it would like to build a world-class international aviation hub, whose passenger throughput will up to 75 million and cargo throughput will over 4 million tons, that can get the top 15 ranking and it will become a highly m ature comprehensive aviation hub. Baiyun Airport is developing greater and great er. Meanwhile the com petitors around us are also show their strong m arket expansion abilit y and rapidly getting resources ability. It’ s significant to have a an alysis on enterprise’s development and competitive strategies when a large hub is asking the further development.This paper takes Baiyun Airport aviation business as the research o bject, Michael Porter’s competitive strategy theory as the inst ruction. Firstly, it analyzes the airport industry. It uses PEST analysis model to analyze th e enterprise’s influence on politics, econom y, society and technology. And it analyzes the industry attractiveness through “Porter five forces analysis”, indicates the opportunities and thre atens from external environment. Secondly, it analyzes the internal resources ability of Baiyun Airport and clears the core competitiveness and its advantages and disadvantages according to the value chain theory. Thirdly, it combines with the SW OT analysis method and companies’ strategic intent and aim to define that the airport can ch oose the focused differentiation competitive strategy and focus on Af rica, Australia, Southeast Asia in ternational passenger transportation m arket which have a great growth potential, take the form of different services, marketing and brands, to create aviation products that have its own characteristics. And it can use the geographical advantage, face Africa, Australia, to become the first po rtal in no rtheast area. Fou rthly, it gives some suggestions on the safeguard m easures for Baiyun airport to carry out the competitive strategies effectively.