Study On Development Strategy Of Foshan Airport

Nowadays, Chinese civil aviation industry is developing rapidly. As avital component of the civil aviation industry, airport industry is undergoing operational difficulties; most of small airports in China are struggling at a loss. Nowadays, Chinese civil aviation industry is developing rapidly. As a vital component of the civil aviation industry, airport industry is undergoing operational difficulties, most of small airports in China are struggling at a loss. Foshan Shadi Airport, as a small airport, has been running at a heavy loss since 2009. The only way for Foshan Airport Company to avoid losses is choosing a strategy which is suitable for its long-term development. This thesis focuses on analysis of Foshan Airport Company, and the result of the research is very valuable for its operation, and also for other small airports.By using analysis of macro-environment, Michael Porter's Five Forces Model, SWOT Model, this thesis combine macro with micro, qualitative analysis with quantitative analysis and provide profound support for the Foshan Airport Company for its operation.From the perspectives of the logic structure, firstly, by applying Michael Porter's Five Forces Model and SWOT Model, this thesis concentrated on analyzing; Then, by collecting and sorting analysis results, the thesis reaches to an conclusion that Foshan Airport Company shall adopt ?Blue Ocean Strategy? and ?Market-oriented strategy?. Besides, this thesis also probes into areas like products, marketing and company culture.