Chengdu International Airport Development Strategy

This article studies on the strategy of Chengdu Shuangliu International Airport(hereafter refers to as Chengdu Airport).The enterprise strategy is a popular management topic at present. If an enterpriselacks the long-term localization, has not clear goal on the field and market that they willenter in the future, but only participates into market competition blindly, then it willoften meet the wasted efforts, even it will be eliminated in the market.The airport industry belongs to regional monopoly industry. Along withcommercial aviation opening to foreign capital step by step, as well as annexation andreorganization between airports, some airports expand day by day, some airports arepurchased or in trust, and some airports are forced to suspend air service. Moreover,80% of the present domestic airports lose money. The opportunity and the challengecoexists, as a window of city and important public service facilities, airports shoulderimportant task of promoting the regional economy development. So study on the airportstrategy has very strong practical significance under such kind of situation.The main content of this article includes:First of all, this article points out the necessity of studying the airport strategythrough introduction of the airports' role in the civil aviation industry development andin regional economy, and the problems airports faced now; analyzes externalenvironment condition and internal environment that enterprises face by using themethod of strategic analysis; distinguishes opportunities, challenges, chances andthreaten that enterprises face by SWOT research approach; then, constitutes the overallstrategic target and corresponding sub strategy of the company in the following 10 yearsby using the advanced experience of the foreign airports for reference and consideringthe characteristic of Chengdu Airport.This article has six chapters:Chapter One This article expatiates the necessity of studying the ChengduAirport strategy by introducing definition and characteristic of the airport, the airports' role in the civil aviation industry system, and its important significance in regionaleconomy.Chapter Two This chapter introduces history evolution and present situation ofChengdu Shuangliu International Airport, and provides the theory basis for analysis ofChengdu Airport strategy next step.Chapter Three Analyse the company internal and external environment, analysecompany external environment by PEST model. Use Baud five strength model toanalyse the market environment, especial the competitor's. At last, use SWOT to studycompany advantage and disadvantage, as well as chance and challenge. Provide thebuilding Central Airport solution to help the Chengdu Airport to get development.Chapter Four Confirm building Central Airport strategy by 1 last 3 chaptersanalysis. The target of Chengdu Airport is to become the No.1 central airport inmid-west China in 10 years. And present the task on different step.Chapter Five Introduce the relationship between the central airport and airlinestructure, and the necessary condition to build the central airport.Chapter Six According to the theory and necessary condition that is presented inchapter 5, we need to implement public relationship, central airport basic construction,Europe airline development, branch airport merger, innovation marketing stragety, tomake sure achieving the target.