The Positioning And Operational Development Of Sichuan Highway Service Area

Sichuan is the province with the largest investment and fastest growth in transport infrastructure development.At the year end of 2016,the province's highway mileage has totaled 6519 kilometers.The construction of highway and transportation network became the new engine of growth for economical prosperity of Sichuan.As the auxiliary facility of highway,the highway service area served the social purpose of providing safety for vehicles and passengers while also ensuring the transportation efficiency.With the rapid development of highway construction and increase in household disposable income,the utilization rate of highway grew significantly as people's lifestyle continued to evolve.In order to match that level of growth,the scale,service and industrial value of the highway service area called for attention and further research.In terms of highway mileage,Sichuan province ranked number 2 in China.The entire service area earning is only about 0.4% of the total earnings from tolls and energy sales.Comparing to Central and Eastern China,the overall operation and development level of Sichuan's highway service area still lagged behind its counterparts.With the rich resources,highway service areas in Sichuan still posses improvement potential and revolutionary change would be required to close that gap.Base on the theory of strategic management and positioning,this essay aimed to identify the issues of Sichuan highway service areas by benchmarking against those in more developed regions,both nationally and internationally.Through the use of PEST,SWOT and 4W1 H models,this essay provided a comprehensive analysis of the competition /external/internal environment and subsequently established a new strategic positioning and development proposal.In addition,quantitative and qualitative analysis were conducted to evaluate the feasibility of the aforementioned proposal.Base on resource advantage and core competencies of highway service areas in Sichuan,an operational model and relevant recommendations were established for this industry.This research paper focus mainly on the enhancement of Sichuan province's highway service quality,operating standard and efficiencies,in order to realize maximum potential in cross model developments.With the above mentioned research and analysis,this essay is formulated to serve as a reference in the future development of Sichuan highway service area.