Research On Differentiation Strategy Of Air Cargo Business Of D Airport

With the advantages of high Factor of safety and convenience,air cargo is widely used to transport fresh,perishable,valuable goods,precision instruments and other goods with high added value.Not only has that,with the development and progress of social economy,"Online shopping" become the first choice of most consumers when purchasing goods.In January 2020,the outbreak of the novel corona virus pneumonia brought the risk of disruption to the industrial chain and supply chain everywhere.Although air freight industry suffered a huge blow,but at the same time has become an important way to ensure transportation and supply during the epidemic.Therefore,air freight in modern logistics and even social development process occupies a very important position.In recent years,China’s aviation logistics industry has made considerable progress,but the problems of low service level,low transport efficiency and imperfect platform information construction have gradually emerged,it is particularly important to upgrade our cargo capacity to meet the higher requirements brought by structural changes in air cargo sources.As a key airport connecting the north and south wings of 1 province,D airport is the largest aviation hub in northeast China.With its unique geographical position and good conditions,it has become the most promising airport in northeast China.However,compared with the international airports in the first-tier cities such as Shanghai,Guangzhou and Shenzhen,there is still a big gap.In the face of increasingly fierce market competition and diversified cargo owners’ demands,it is imperative to formulate appropriate competitive strategies to enhance the competitiveness of D airport’s air cargo business.First of all,through a large number of in-depth studies of literature,borrowing the theoretical basis and analysis tools,the research status at home and abroad are briefly carded and summarized.Then,the airport executives,core staff and cargo owners were asked to finish the questionnaire survey and interviews.Through the summary and in-depth analysis of the questionnaire results,the status of air cargo business in D airport is fully understood,and the main problems are obtained.Secondly,the air cargo business environment of D airport is analyzed.The internal environment analysis shows that the existing enterprise resources form the core competitiveness of D airport in terms of its unique geographical location.However,the shortage of high-level talents,old system,low efficiency of transportation and insufficient application of new technology also restrict the development of D airport freight.At the same time,this paper analyzes the external environment of D airport’s air cargo business,and uses PEST tool to deconstruct the macro-environment of D airport’s air cargo business.It is found that D airport’s air cargo development policy is favorable and the threat of air cargo substitutes is very small,the rapid development of economy and science and technology provides certain conditions for the development of D airport freight transportation.It is found that D airport freight has to face strong competition from Mature Logistics Enterprises such as SF,post and e-commerce enterprises such as JD and Taobao,and the competition environment is very intense.Finally,the SWOT analysis identifies the strengths,weaknesses,opportunities and threats of the development of air cargo business in D airport,and constructs the SWOT.It is found that the strengths of air cargo business in D airport are greater than the weaknesses,opportunities are greater than threats,D Airport freight should integrate the advantages and characteristics of each strategy,through expanding the freight market,strengthening the construction of main routes,promoting the construction of freight bases,and strengthening the strategic implementation plan of brand operation management,from the four aspects of channel,product,service and brand,we should carry out the strategy of differentiation competition.At the end of the paper,this paper discusses four aspects:human resources,management system,technology and fund,the discussion focused on deepening the employment cooperation between the school and the enterprise,strengthening the internal training of the staff,promoting the reform of the personnel system,attaching importance to the suggestion of the rationalization of the staff,and ensuring the implementation of the strategy,for channels,products,services,brand differentiation strategy to provide effective and powerful support.In this paper,according to the development of D airport,the differential competition strategy,implementation scheme and guarantee measures of air cargo business are formulated.First of all,it will help D airport find its position,seize the development opportunities of "Civil Aviation Power",make clear the direction of development,break through the bottleneck in the development of self-operated freight transport at this stage,and be able to take the lead in the face of fierce market competition and powerful competitors,sustainable profitability.Secondly,this article also has certain reference value to the strategic formulation and development of other airports.While promoting the development of self-operated freight transportation of D airport,promote other airports to gradually improve their own cargo system,operating methods,management systems and other issues,to promote the overall healthy and orderly development of the civil aviation cargo industry.Finally,through the development of air freight,strengthen international freight traffic,strengthen international communication and exchanges,drive China’s sustained economic growth,for the building of socialism.