Research On Non-aviation Industry Strategy Of Sichuan KD Airport Group Co.,LTD

With the rapid development of social economy and the further improvement of residents' consumption level,whether it is business travel or leisure tourism,people's travel mode has changed,and the travel radius is also increasing,which greatly promotes the development of civil aviation transportation industry.Small and medium-sized airports are developing at a faster pace than the overall development level,but their operations are extremely difficult,and most of them are operating at a loss due to the impact of passenger traffic.So how to increase the non-aviation revenue and overall competitiveness of small and medium-sized airports is an issue that needs to be addressed.This paper takes Sichuan KD Airport Group's non-aviation business as the research object,mainly introduces the domestic and foreign airport non-aviation business development status,analyzes the current situation and existing problems of Sichuan KD Airport Group's non-aviation business development,and analyzes the development environment of the group's non-aviation business by using SWOT analysis,Boston matrix analysis and other methods,according to the analysis results,the corresponding development strategy and implementation guarantee scheme are put forward.Sichuan KD Airport Group's strategy of "one body with two wings" cannot be vigorously promoted without the implementation of "two wings",i.e.the tourism section and the agricultural and special products section.In the process of implementation,we should follow the principle of collaborative development of the main aviation industry and non-aviation auxiliary industry,the principle of overall planning,step-by-step implementation and gradual progress,the principle of online and offline integration,the principle of scale development,the principle of risk prevention,cost reduction and efficiency improvement,and the principle of local conditions and practicality.At present,there are several problems in the non-aviation business: First,there is a single commercial business model for the terminal building.The second is the inaccurate market positioning of aquatic products and agricultural specialties in Hailuogou,low market share and insufficient profitability.Thirdly,the tourism sector involves hotels,transportation,self-driving car rental,travel service companies and other resources are not fully integrated.Fourth,the construction of scenic spots has a large investment and long cycle,and lacks professional marketing planning and operation team.To address these issues,this paper proposes strategies for the development of non-aviation business: first,to give full play to the core role of the three major airports,and strive to build an "integrated two-wing" development model with aviation,tourism and specialty products as the mainstay;second,to establish a more complete management model;third,to build a high-quality airport ecosystem,and to comprehensively develop the aviation industry.The fourth is to integrate all advantageous resources at a deeper level to realize complementary advantages and improve profitability;the fifth is to realize marketization and professional operation of non-aviation industries.Lastly,we will guarantee it in four aspects: organization,human resources,financial management and corporate culture.The research in this paper has a guiding effect on the development of non-aviation business of Sichuan KD Airport Group.At the same time,the case study selected in this paper is unique and can provide some reference for other small and medium-sized airports and plateau airports in China to develop their non-aviation business and airport transformation and upgrading.