| The income of non-aviation business, as the important part of the income of the whole airport, has the vital significance to help improve the airport’s profitability and benign development. With the high-speed development of the Chinese civil aviation industry and the economy of Guangdong province, While the non-aviation business of Guangzhou Baiyun International Airport(GBIA) gets rapid promotion, it also faces new changes of business environment.The study of the non-aviation business’s development situation and strategic planning has the vital significance to the development of GBIA. By summarizing the present situation and development of GBIA’s non-aviation business, The goal of this research is to get a strategic planning according to the study of successful non-aviation and the development model of the whole airport economy division.Starting from defining the concept of non-aviation business,, pointing out the motivations, research areas and research methods, as follows the author analyzes the macro environment of developing the non-aviation business and the advantage、disadvantage、threaten and challenge of GBIA considering the present operative situation, the study compares the characteristic and trend of Changi Airport、Incheon Airport、some advanced airport at European and American and some domestic airport, applying SWOT analysis and PEST analysis, Using BCG analysis to divide the entire non-aviation business, On this basis, this paper puts forward the development strategy as "Becoming apparent profit subject, Feedback aviation business "、principle, strategy target as "Total profit reach1billion in5years and share of income exceed60%", and several methods and notions of implementing strategic management such as restructuring organization, changing concept, raising funds and information construction. The paper considers that Baiyun Airport should establish enterprise management system leading by strategic, improve and innovate the strategic according to the intended targets and the developing environment, Hoping the research results can provide some reference for the strategic management of both Baiyun Airport and the other domestic airport’s non aviation business. |
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