Research On Retail Management Strategy Of Sanya Airport From The Perspective Of Project Management

In the past 10 years,with the development of civil aviation industry,China’s airport passengers has continued to grow rapidly at a rate above 10%,at the same time,large and medium-sized airports are now facing the bottleneck of slot capacity.According to the current situation of China’s airports,aviation business charges adopt guidance prices,while non-aviation items such as travel retail adopt market pricing,which has a lot of flexibility.Under the current situation that the growth rate of aviation business is gradually slowing down,airports pay more attention to non-aviation items,such as travel retail,and non-aviation business income has also become an important index to measure the level of airport management.Regard to the research on the retail business of Sanya Airport,this thesis first investigates its current operating data,and preliminarily judges the rationality of its retail planning and layout,as well as its profitability.Secondly,it studies the management means of Sanya airport retail business,and makes a diagnosis from the aspects of organizational structure and performance evaluation,business format planning,investment promotion mode and operation management,and finds that there are the following problems: business multi-head management,but lack of cooperation among functional departments;insufficient preparation for investment promotion,and the goal is not clear enough;investment promotion is mainly based on public bidding,and the effectiveness and flexibility are not considered for different formats and brands;the operation and management mechanism needs to be further improved.Thirdly,PEST model and 3C model are used to analyze the macro environment and competitive environment of Sanya airport,and through SWOT analysis,the advantages and disadvantages,opportunities and challenges faced by Sanya airport are analyzed,and the development strategy reference is put forward.Finally,in view of the existing problems,the specific optimization strategies are put forward according to the project management theory: set the scope of retail project management,set project goals,build a project team,decompose the WBS work structure;and carry out quality control from the aspects of investment plan,investment implementation and operation management to ensure that the initial goals are achieved.The development of airport retail is changing with each passing day.Through the study of Sanya airport commerce,this thesis hopes to provide reference for other airport management authorities or retail operators.