Study On The Management Strategy Of Airport Non - Navigational Service

In recent years, the development of the civil aviation industry has put forward higher requirements for the airport, also provides more opportunities for the development of the airport. On the one hand, because of the increasingly fierce competition between airlines, together with the international aviation fuel prices soaring and the cheap aviation rises abruptly quickly, each big airline pay more attention to cost control, this makes the airport who wanted to break the traditional income within the field becomes more and more difficult; on the other hand, the aircraft became the tool of choice for more and more people travel, airport traffic rapid growth, at the same time, more and more travelers want to enjoy more rich travel experience in the travel process, this bright a good opportunity for the development of non-aeronautical business. Therefore, the airport managers pay more and more attention to the development of non-aeronautical business.Now, the airport is not only for services to airlines, but should establish itself as a diversified main body. Airport in realizing their own traditional functions at the same time should be able to make full use of their own advantages, digging their own potential, widen the channel of the business. And this put forward higher requirements to the non-aeronautical business development ability.At present, the income of domestic airport rises generally, but the non-aeronautical revenues in total income accounted for only about 30%, while the non-aeronautical revenues of the mature international airport in the total income in the proportion of 50%.The development of non-aeronautical business of Beijing Capital International Airport Co.,Ltd. is better than other domestic airports,but there is a certain gap compared with the mature international airport, and there are many shortcomings in the non-aeronautical business types, passenger service, sales promotion methods also.In this context, the author of this article take the Beijing Capital International Airport Co., Ltd. as the object of study, through carries on the analysis to the mature international airport non-aeronautical business characteristics, combined with the company’s actual situation, and use the theory of management, marketing, consumer psychology, and put forward the following implementation suggestions to Beijing Capital International Airport Co.,Ltd.:Establish a unified commercial brand, enhance awareness and influence of the brand;· Join Chinese culture, science and technology experiences and other elements to the whole connotation of airport;·hough the way of cooperate with the airport multi Association to improve passenger comprehensive service, and meet the different needs of passengers;· Attempt to use the new sales model of 020 to expand sales channels;·ccording to passenger’s behavior and psychological to adjust and plan the commercial layout;· Through various media forms to promote the airport business;· Improve efficiency in the use of business resources to achieve efficient business operations,It needs further research, in the development of airport’s non-aeronautical business, and this paper hopes that the research on the non-aeronautical business of Beijing Capital International Airport Co., Ltd. can be applied to the management and improving of other domestic airport’s non-aeronautical business.