Civil Aviation Airport Business Under The Background Of "Internet+" Researrch On Marketing Strategy

The plane as a kind of transportation is more and more popular,non-aviation business income as an important component of the airport operating income,for a substantial increase in profitability,increase the airport brand value,create the airport district environmental protection and sustainable development plays an extremely important role.At present,the expansion of flights and routes are limited,the price of aviation oil tends to be higher,and the cheap aviation industry is more and more popular with passengers.The profit margin of transportation cost of airlines is difficult to grow.Although the air passenger flow is increasing day by day,the revenue of aviation business is relatively fixed,and it is difficult to make substantial breakthroughs.Non-aviation business income can increase revenue through business planning,marketing innovation and other means,and the income elasticity is also large.Therefore,the development of non-aviation business is both an opportunity and a challenge.The commercial value of Kunming Airport as a large international portal hub connecting Southeast Asia and South Asia has not been fully developed,and there is still a lot of room for non-aviation business income to improve.In order to effectively enhance the competitiveness of enterprises,it is an urgent problem to find out how to improve the revenue of non-aviation business at Kunming Airport and how to increase the revenue of non-aviation business at Kunming Airport.This article takes Kunming Changshui International Airport as the research object,Firstly,through the analysis of the development law,trend and current situation of non-aviation business in the airport industry,at the same time,drawing on the experience of foreign advanced large hub airport non-aviation business development,it summarizes the development environment of the industry.Secondly,starting from the reality,combining with the relevant theories of e-commerce,marketing management and consumer psychology,this paper uses PEST analysismethod to analyze the development of non-aviation business in Kunming Airport from the macro-environment,and uses SWOT analysis tool to analyze the internal development conditions,external opportunities and challenges of enterprises from the internal advantages and disadvantages.On the basis of the above environmental analysis,the development status of Kunming Airport’s non-aviation business is analyzed from five aspects: passenger stay time,business mode,income composition,resource utilization and information development.Thirdly,through STP theory analysis,after subdividing the passenger market of Kunming Airport,choosing target market and market positioning,make a differentiated marketing strategy suitable for the current development.Finally,based on this marketing strategy,we propose a strategy to enhance non airline revenue based on the idea of "Internet + Airport”,embarks from the actual situation,uses the electronic commerce,the marketing management,the consumptive psychology and so on correlation theory analysis research,proposes to take "the Internet + Airport" as the mentality non navigation income enhancement strategy,thus maximizes the development machine field flow potential value,thus translates into the airport income,reasonably utilizes the limited space commercial resources.To improve the efficiency of commercial operation,promote the increase of airport non-aviation business income,and develop steadily in the fierce competitive environment.At the same time,I hope this paper can provide some reference for similar enterprises to study business operation strategy and increase non-aviation business income.