A Study Of The Development Strategy Of Highway Service Areas In Fujian Province

The highway in Fujian started to be built and put into use in 1990s. Fuxia Highway, the first one in Fujian, was completed and open to traffic in 1997, unveiling a new chapter in the development of highway in Fujian. The total highway mileage is expected to be over 4000 km by the end of 2013 and the toll is expected to reach 10 billion yuan a year. It is also expected that within the "12-th Five-Year Plan", three major city rings and key transportation hub lines will be completed. Other goals include building half-an-hour economic zone from Fuzhou to the nearby eight counties and 3-hour traffic economic zone to the rest of the major cities in Fujian, increasing the highway density to 4.2km/100 k m2, reaching the level of nearby advanced provinces or developed countries, and forming the highway mix of "Three vertical and eight horizontal lines". As the highway has been booming, the highway service areas in the whole province has reached a traffic of 101,100 vehicles per day and 174,800 people per day and a revenue of 19.0587 million yuan by 2013. Among the revenue, fuel sales reaches 18.4333 million yuan, catering 34,600 yuan, convenient shops 23,960yuan, vehicle maintenance 19,900 yuan, and others 20,900 yuan. Against this background, this paper intends to study the highway service areas in Fujian in an effort to propose the strategic development plan of highway services in Fujian under new circumstances.In order to make this study more scientific, systematic and the plan more operational, this paper adopts the "three steps" model of raising analyzing and solving the question. It combines a wide variety of research methodologies and lay emphasis on the close combination of theoretical analysis and empirical study, the integration of qualitative analysys and quantitative research, as well as the research logic of question analysis and strategy plan. This paper mainly chooses literature analysis, empirical analysis and comparative analysis as the research methodologies. This paper consists of six parts. The first part is an introduction. This part introduces the research background and significance of the research. It also defines the methodologies and introduces the main ideas of the paper. The second part puts forward the basic concepts of highway strategic development and the theoretical basis. It discusses the enterprise strategic development concepts and the concept of highway service zone with the help of the SWOT analysis. The third part intends to draw lessons from the strategic development cases of highways abroad.The fourth part analyzes the status quo of the highway service area in Fujian. It employs the SWOT analysis to review the current situation of the highway service areas in Fujian and identifies the problems as the basic data for the strategic development of the areas in Fujian. The fifth part lays out the train of thoughts and plans for the strategic development of highway in Fujian. This sixth part is a conclusipn of the paper. This research is of significance for boosting the strategic development of highway service areas in Fujian. It also offers empirical study on the development strategies of the Fujian highway service areas.