Research On The Development Strategy Of Non-aviation Business Of Quanzhou Jinjiang International Airport

With the rapid rise of China’s economy,the improvement of per capita living standard,the rise of online shopping,more and more frequent population flow,more and more goods transport volume,and more and more exchanges between regions,the transportation industry has been growing.Quanzhou Jinjiang International Airport,as a trunk airport in minnan,carries important tasks of passenger transport and freight,and has maintained a rapid and stable development in recent years.Because of the limited space for future development of the aviation business at Quanzhou Jinjiang International Airport and the fact that the pricing of the aviation business is usually controlled by the government,it is often difficult for the aviation business to bring profitable improvements to the airport.As another important part of the operating income of the airport,non-aviation business is becoming a new way to improve the overall revenue of the airport because of its high flexibility,large profit space and broad development prospects.However,in recent years,Quanzhou Jinjiang International Airport international airport only pays attention to the development of aviation business due to its habitual thinking,which shows the public welfare of the airport,but lacks necessary thinking and research on how to make good use of and develop non-aviation business,so as to promote the growth of the overall benefit of the airport.Aiming at this situation,this article refer to many of the strategic management theory,through a comprehensive study of Quanzhou Jinjiang International Airport operations and non-aviation business development present situation,the use of PEST,EFE,IFE,SWOT and QSPM method to the Quanzhou Jinjiang International Airport has carried on the analysis and evaluation of internal and external environment.In formulating the strategy,the non-aviation business is divided into the business based on the airport passengers and the business based on the residents and employees around the airport,The two businesses are distinguished.The business based on the passengers relies heavily on the aviation business.Therefore,the relevantdiversification strategy is implemented,and the market development strategy is implemented for the business based on the residents and employees around the airport.By promoting the development of non-aviation business of the airport,the non-aviation business income can be raised to support the aviation business.Through the implementation and guarantee of the strategy,the operating income of Quanzhou Jinjiang International Airport can be comprehensively improved,and the service level and brand influence of the airport can be improved.The research on non-aviation business of Quanzhou Jinjiang International Airport can not only help enterprises to develop appropriate development strategies,but also provide reference for other medium-sized airports.