Optimization Of Retail Business Strategy In Airports

In recent years,with the rapid development of the aviation economy,the airport management system is becoming more and more perfect.Among them,the airport retail business is becoming the representative of the airport brand image,and the retail business income has also become an important part of the airport business income.Therefore,the development of airport retail business is one of the important measures for airport managers to win the opportunity in the competition.In this paper,the development of the retail business from Wenzhou Longwan International Airport,with the economic and social development situation in Wenzhou area,and through SWOT tools,data analysis and field investigation,collecting defects organize the airport retail business facing the development and shortcomings,and analyzes the reasons behind these problems and deficiencies of the.As a second tier airport,this paper argues that the reasons why Wenzhou Longwan International Airport retail business lacks competitiveness can be summarized as three aspects: the importance of high-level,the accumulation of business experience and the support of local industry.In this regard,this paper put forward the corresponding optimization strategy,not only clear the ideas,goals and principles of optimization,but also the business layout,brand construction,foreign investment and business management etc.to put forward concrete measures,to ensure that the optimization strategy is feasible in reality.At the same time,this paper also puts forward the evaluation of the effectiveness of the optimization strategy,and defines the key links of the evaluation subjects,indicators,results and cycle management,so as to further enrich and improve the optimization strategy,and also more accords with the characteristics and reality of Wenzhou Longwan International Airport.In addition,in the process of research,this paper also collects relevant theoretical research results both at home and abroad,as well as practical cases and experiences,hoping to provide some references for research and practice in related fields.