Study On The Development Strategy Of BY Airport Business

BY Airport,located in Guangzhou,Guangdong Province,is one of China’s three major gateway complex hub airports.In 2019,the passenger throughput ranked third in the country and 11 th in the world.In recent years,with the further deepening of China’s reform and opening policy and the continuous advancement of supply-side structural reforms,China’s economy has moved from a stage of rapid growth to a stage of high-quality development.With the continuous improvement of residents’ income level and the change of consumption concepts,the consumption structure has changed from physical consumption that meets the people’s material life needs to service consumption that reflects the people’s needs for a better life,from physical to service-based,and consumption needs to diversify And personalization.In the special space of the airport,airport commercial services must also be market-oriented,satisfy people’s consumer psychology of seeking quality,innovation,and difference,and satisfy people’s yearning for a better life.This research takes BY airport business as the research object and focuses on serving the needs of the people for a better life.The PEST analysis model is used to analyze the external macro environment of BY airport business from four aspects: politics,economy,society,and technology.The Porter’s five forces model conducts research on the competitive environment,and obtains the commercial development of similar large international airports in China through field research and conducts comparative analysis.At the same time,for the internal environment,we will deeply analyze the historical evolution and development status of BY Airport’s commercial development,use VRIO analysis to evaluate the resources and capabilities of BY Airport’s commercial development,and understand the operating status of each link.Based on the above theoretical research,combined with interviews,research and other methods,find out the problems and reasons in commercial development,and put forward the necessity of the reform of the airport commercial supply side.Through strategic research and analysis,first put forward the overall design of the development strategy,including the development vision,strategic positioning,strategic goals and strategic path,and then put forward the business strategy,including market development,professional development,iterative development and the creation of the airport business ecosystem Business design;Finally,a functional strategy is proposed,which is composed of human resource strategy,business management strategy,commercial branding strategy,information strategy and risk management strategy.At the same time,to formulate safeguard measures for the implementation of the strategy from the three aspects of organizational structure,governance mechanism and strategic leadership to ensure the implementation of the strategy and the realization of the high-quality commercial development of BY Airport.