Chongqing Jiangbei International Airport retail business manage ment development strategy

Abstract

With the continuous development of the global aviation industry, airport retail business, as an important part of non-aviation revenue, is increasingly becoming a key link to enhance the comprehensive competitiveness of airports. This paper takes Chongqing Jiangbei International Airport as the research object, and systematically analyses the development status, existing problems and optimisation direction of its retail business. Through literature analysis and the combination of PESTEL and SWOT models, the shortcomings of the airport in commodity structure, service quality, operation management, marketing and talent management are discussed in depth. The research results show that the key to improving the competitiveness of Chongqing Jiangbei International Airport's retail business is to introduce high-end brands, optimise commodity structure, strengthen personalised services, promote digital operation management, and build a sound talent incentive mechanism. On this basis, this paper puts forward an operable optimisation strategy, which not only provides theoretical support and practical reference for the development of the airport's retail business but also provides reference for the commercial management of other regional hub airports. Although this study has some limitations in data collection and horizontal comparison, it still provides useful enlightenment for promoting the high-quality development of airport retail business in China.