The Research On SZ-AT Freight Station Transformation Development Strategy Under The New Normal

China’s economy has entered a new era called the “New Normal”,which is characterized with slowing down growth speed,more steady growth trend,and optimizing industrial structure.Meanwhile,the central government is limiting its power,in order to activate the market and diversify the growth drives.These changes have brought both opportunities and challenges to every sector,including the air cargo market.Today,China’s air cargo market is blooming with various supportive policies from the central government and local authorities,emerging delivery demand and soaring cross-border electricity commerce(e-commerce),and increasing international and domestic airlines.Nevertheless,numerous air cargo companies are looking for transforming opportunities due to the mounting competition pressures.Immersing into this changing market,the operation of SZ-AT freight station is facing huge pressure.In order to break the glass ceiling and outperform other rivals,SZ-AT freight station has to make a strategic transform.This paper starts with the analysis on China’s air cargo market,including its current situation and future trends.By employing strategic management tools,the author conducts the deep analysis of SZ-AT’s internal and external environment,and constructs the SWOT analysis matrix of SZ-AT freight station.Combined with the actual needs of the different stages of its transformation and development,this paper proposes a dual strategy for SZ-AT freight station,WO strategy during the period of transition,SO strategy at the stage of development.To facilitate the strategies,the author puts forward some strategic suggestions,such as set up neutral freight station,diversification strategy,marketing transformation strategy etc.and provides some strategy implementation measures,including management system,system construction,finance,human resources and corporate culture.