Research On The Non-aviation Business Strategy Of NN Airport In The Transformation And Upgrading

Non-aviation business refers to any business other than the main aviation business.With the commercialization of global airports,the non-aviation business income of many advanced airports in the world has far exceeded that of the main aviation industry.It has become the airport's main source of revenue.Vigorously developing non aviation business is the way for airport to reform and innovate under the new normal.It is also the specific manifestation of optimizing the allocation of aviation resources and enhancing the core competitiveness of airports.It has become the common development trend of airports at home and abroad,and determines the future of airports.Since the turning of the NN airport,it has been facing the plight of cyclical losses in the industry.In order to get out of this dilemma,under the condition of the limited economic growth of the main aviation industry,the airport NN must seek new profit growth points.Innovation of non-aviation business has become an important source of new profit growth point;Secondly,with the change of airport passenger structure and the different levels of passenger demand,this no longer requires NN airport to be confined with the single function of transportation,it must vigorously develop non-aviation business and speed up the transformation and upgrading,and functionality improve the airport.The airport will be transformed from a simple post to a large complex services with leisure,entertainment,and shopping.At last,with the rapid development of other transportation industries such as high-speed rail and the competitive pressure from peripheral airports,in order to improve the market competitiveness of the airport,the key point is to promote the development of non-aviation operations,to innovate non-aviation operations,and to create diversified " experiential airports ",to meet the multi-level needs of passengers and improve passenger's satisfaction and loyalty.Therefore,it is urgent to study the non-aeronautical service strategy of NN airport.At present,many excellent airports in China have already embarked on the transformation and development of non-aviation business,and have made remarkableachievements.The NN Airport,which has just entered the 10 million level airport,in order to make a better achievement and not be eliminated by the society,it is necessary to change the traditional marketing strategy,attach importance to the development of non-aviation business,and form online and offline shopping methods for the purpose of experience.Take experience as the purpose and take the diversified needs of tourists as the premise,we should accelerate the transformation and upgrading of non-aviation business,enrich the business model,expand the new economic growth point,form the airport business circle,and realize the upgrading of the trunk airport to the international hub airport.As a new international airport,NN Airport has made great progress in recent years.But from the aspects of terminal business,advertising business,aviation catering business,passenger ground transportation business,VIP VIP business,parking lot business and so on,there are some problems in the management of NN non-aviation business.In the management mode of the airport,it is mainly based on independent management,supplemented by franchising,with a single business model;the commercial operation mode of the airport is not mature,the business planning is unreasonable and the positioning is not clear;the airport is not highly positioned in the choice of commodity brands,no advantages of the brand effect,lack of attractiveness;lack of local cultural characteristics on the development and design of the service brand of the airport;it is not enough to build the economic demonstration area of the airport,lack of supporting facilities around it,and do not form the characteristic industry chain of aviation,etc.The main reasons for these problems are that,on the one hand,are the lack of management professionals in the airport,the lack of clear understanding and positioning of non-aviation business,the poor ability to predict the market,and the failure to respond timely to changes in the market,making it unable to maximize the value of aviation resources.On the other hand,the marketing ability of the airport is weak,the marketing concept is still in the production concept and product concept stage,lack of experiential marketing.In addition,because NN Airport non-aviation business started relatively late,all the development is still in the exploratory stage,there are still problems in experience management,lack of mature non-aviation business experience and ability.The NN airport transformation and development of non-aviation business have obvious advantages,but also have outstanding disadvantages,both opportunities for development and great challenges..The advantages are reflected in four aspects:the advantages of location,the advantages of policies,the advantages of tourism,the advantages of source of passengers and goods,the disadvantages mainly due to the limitation of shared airports between military and civilian,and the small number of airlines based at airports.And unable to form an effective market scale,the airport has many difficulties in operation,and the task has brought obstacles to the development of non-aviation business,the opportunity is the arrival of Internet and Intelligence Age,the government building the airport economic zone and the financial support of the government;The challenges come mainly from competition from different modes of transport and from surrounding airports.In order to promote the transformation and upgrading of airport non-aviation business,NN airport can learn from the excellent experience of domestic and foreign airport's non-aviation business management.For example,the introduction of high-end commodity brands;Make the best use of the price advantage;Taking humanization,intelligence,diversified service and so on.On the basis of the continuous improvement of passenger satisfaction,the maximization of commercial resource value and the implementation of the principle of minimum risk and cost,it is necessary to expand the scope of franchise and realize the transformation to airport management;adopting experiential marketing to create "experiential airport";making rational commercial layout,effective commercial management and clear commercial positioning;unifying commercial brand;impleting online service and establish e-commerce platform;Strengthening the Construction of Airfront Economic Planning demonstration Zone and build Airport Business Circle...