Research on the Development Strategy of SD Aviation Yantai Base Cargo

Abstract

Since the beginning of the twenty-first century, accelerated global economic integration has driven sustained expansion in air cargo operations. As a significant aviation transportation enterprise on the Shandong Peninsula, the cargo business of Shandong Airlines Yantai Base faces multifaceted competitive pressures from international aviation giants, domestic express delivery companies, and alternative transportation modes amid profound transformations in the industry landscape. Therefore, systematic research on the cargo development strategy of Shan-dong Airlines Yantai Base was conducted to address practical significance.

This study was grounded in enterprise development strategy theory. PEST analysis, Porter's Five Forces Model, and SWOT analysis were employed to systematically evaluate the internal and external environments of the cargo operations at Shandong Airlines Yantai Base. Through literature review, case study, and comparative analysis methods, the current status, existing problems, strengths, weaknesses, opportunities, and threats regarding cargo development were identified and summarized. Based on the environmental analysis conclusions, a strategic objective system and development strategy plan were formulated, and specific implementation steps and safeguard measures were systematically designed.

The findings indicate that Shandong Airlines Yantai Base possesses certain advantages in route network coverage, regional brand recognition, and base operational experience, whereas obvious deficiencies were identified in cargo information systems, independent cargo terminal facilities, and international route resources. Accordingly, a combination of growth-oriented and turnaround strategies was determined as the dominant strategic orientation for cargo development at Shandong Airlines Yantai Base.