Research on Differentiated Competition Strategy of Air Cargo Business of Shuangliu Airport

Abstract

Shuangliu Airport is a key airport connecting the east and west wings, and is the largest aviation hub in Southwest China. Shuangliu Airport has become the most promising airport in southwest China because of its favorable geographical location and conditions. But there are still some gaps compared with international airports in cities such as Beijing and Shanghai. In addition, there have been some problems in the air cargo business of Shuangliu Airport in recent years, resulting in poor market competitiveness. Facing the increasingly fierce market competition andthe increasingly diversified needs of cargo owners, it is imperative to formulate corresponding competitive strategies to enhance the competitiveness of air cargo business of Shuangliu Airport.

Firstly, through literature research, using theory and analytical tools, the research status at home and abroad is briefly reviewed and summarized. Then, questionnaire survey was conducted on airport management personnel, core employees and cargo owners to comprehensively understand the status quo of air cargo business of Shuangliu Airport and summarize the main problems. Secondly, this paper analyzes the internal and external environment of air cargo business of Shuangliu Airport, and uses PEST tool to analyze the macro environment of air cargo business of Shuangliu Airport. Porter's five forces model is used to analyze the competitive environment of air cargo business in Shuangliu airport. Finally, SWOT analysis is used to identify the advantages, disadvantages, opportunities and threats of air cargo business development at Shuangliu Airport, and SWOT matrix is constructed. The analysis shows that Shuangliu Airport cargo should integrate various strategic advantages, through expanding the cargo market, strengthening the construction of the main trunk, promoting the construction of the cargo base, strengthening the brand operation management and other strategic implementation plans, from the channel, product, service, brand four aspects of the implementation of differentiated competition strategy.

According to the development status of Shuangliu Airport, combined with the actual situation of Shuangliu Airport, the paper formulates the differentiated competition strategy and implementation plan of air cargo business. First of all, it is conducive to Shuangliu Airport to find the right positioning, seize the development opportunity, clear the development direction, in the face of fierce market competition and strong competitors, can be the first to achieve sustainable profits. Secondly, this paper also has a certain reference value for the strategic formulation and development of other airports. While promoting the cargo development of Shuangliu Airport, it also encourages other airports to gradually improve their own systems, operation modes, management systems and other issues, so as to facilitate the overall orderly development of civil aviation cargo industry. Finally, by developing air cargo, strengthening international cargo exchanges, strengthening international communication and exchanges, our economy will continue to grow and contribute to our national construction.