Research On The Development Strategy Of Non-aviation Business Of Lanzhou Zhongchuan International Airport

In China,the rapid improvement of the economic level,promote the rapid growth of social transport demand,air transport because of its convenience,fast and in the modern comprehensive transport system plays an important role,with monopoly,public welfare,scarcity of airport resources as an important carrier and infrastructure of air transport,has been rapid development.In order to enhance the overall market competitiveness of airports,many developed airports at home and abroad expand the proportion of airport non-aviation business,making it a strong profit growth pole in airport operation.Lanzhou Zhongchuan International Airport,as the air gateway of Gansu Province,an important airport in northwest China and an international alternate airport,its commercial operation contribution plays a decisive role in the development of local regional economy and even industrial economy.However,Public attribute of the airport,faced with huge basic facilities construction investment and operation cost of the economic burden,completely rely on aviation business for remedy is a drop in the ocean,in the new economic situation,how to develop the aviation business,achieve nonessential business feedback main business,bigger and more sustained contributions to the profits of the airport,has become a problem to be solved in Lanzhou airport.This paper studies the non-aviation business development strategy of Lanzhou Zhongchuan International Airport.Firstly,the background and environment of Lanzhou Airport to promote the development of non-aviation business are described.Secondly,the use of PEST model,Porter’s five Forces model and other tools,conduct a detailed analysis of the external environment.Through a detailed and systematic analysis of the internal environment and conditions of the enterprise,the core competitiveness of Lanzhou airport is derived;next,using EFE matrix and the IFE matrix to the key external factors and internal factors were analyzed,and the quantitative indicators.The result of research shows that Lanzhou Airport can effectively take advantage of opportunities to avoid risks in developing non-aviation business,It shows that Lanzhou Airport can optimize the allocation and integration of existing resources to strengthen its competitive advantage in developing non-aviation business.Then,the SWOT matrix is used to match and analyze all kinds of factors,and three kinds of 12 alternative strategies are worked out;Through the QSPM matrix,the optimal strategy is the diversification strategy with the highest attractiveness score.Based on the relevance of diversification strategy,as well as the dependence and complementary nature of non-aviation business on aviation business,the matching selection is again carried out in the diversification strategy,and the relevant diversification strategy is finally selected through the score,and the supporting follow up design of strategy implementation guarantee scheme.Through the research and suggestions on the development strategy of non-aviation business of Lanzhou Zhongchuan International Airport,this paper can provide the decisions with an effective way to maintain the competitive advantage of enterprises,and will help to realize the core value enhancement of non-aviation business of Lanzhou Zhongchuan International Airport.In this paper,the implementation suggestions and guarantee schemes of non-aviation business development strategy of Lanzhou Airport provid valuable development ideas for the industry,especially for airport enterprises with a passenger throughput of 10 ～ 20 million.