Research On The Growth Strategy Of Beijing Capital Airport Commercial&Trading Co.,Ltd.

Since the implementation of China’s reform and opening-up policy,China’s Civil aviation air transport industry has a rapid development.Especially in the past five years,with the continuous deepening of China’s "Civil Aviation Power" strategy,China’s civil aviation industry has maintained a double "zero" record of a million-hour major accident in transporting aviation and a death toll of 100 million kilometers,the average annual growth rate of civil aviation passenger traffic exceeds double digits.This shows that the airport has become one of the most important ways of transportation.In the future,with the falling price of tickets and the changing of passengers’ consumption,the frequency of passenger travel will further increase.It is expected that the passenger throughput of civil aviation will continue to grow rapidly.At present,the old infrastructure of domestic airports is no longer able to meet the rapidly growing demand for passenger flow.Airports have experienced problems such as excessive passenger flow growth,flight saturation,security congestion,and insufficient runways.In order to alleviate this contradiction,airports in Beijing,Shanghai,Guangzhou,Shenzhen and other places have implemented airport reconstruction and expansion projects.The investment in the expansion of the airport is huge,and leading to high financial costs in the future.From the current operating situation,non-aviation services(including food and beverage stores,commercial stores,duty-free shops and advertising,etc.)have become the main source of income for the airport.It is understood that Asia-Pacific airports such as Incheon,South Korea,its non-aviation business income has accounted for more than 60% of the airport’s overall revenue.For domestic airports,due to the influence of development system,business model and core competitiveness,the income of non-aviation business is still a certain gap compared with foreign airports,but it also accounts for about half of the total airport revenue.Taking the non-aeronautical retail business of Beijing Capital International Airport as an example,using the investigation and case analysis method to analyze the sole operation manager-Beijing Capital Airport Trading Co.,Ltd.current management problems,such as: commercial resource planning and investment,commodity price management and service management,brand cooperation.Through the analysis of its development environment,and using the SO-growth strategy in SWOT analysis,it proposes a "two-step" proposal to focus on internal advantages and external opportunities.The first step(2019-2021),through focusing on the advantageous leasing business,withdrawing part of the loss-making self-operated business,and adjusting the internal resources and organization of the company to focus on the leasing business and creating a commercial management based on the leasing business.Capacity and moderate airport retail business reform.The second step(2022-2024),based on the first step,implements a scale expansion strategy,and cooperates with the internal and external airports of the group to promote the company’s market process.It is hoped that the research of this thesis will have certain reference value for the further development of airport non-aviation commercial enterprises.