Research On Service Strategy Optimization Of Hohhot BT International Airport

As China’s economy gradually moves from high-speed development to high-quality development,residents’ living standards have been significantly improved,and ordinary people are paying more and more attention to the "line" part of clothing,food,housing and transportation,not only paying attention to the cost,safety and convenience of travel,but also putting forward higher requirements for travel experience,environment and services.In recent years,the rapid development of China’s railway transportation makes the civil aviation industry gradually face the alternative competition of land transportation.As an important part of the civil aviation industry,the airport’s service strategy directly affects the competitiveness of the civil aviation industry.As mentioned in the national "14th Five-Year Plan",China should vigorously promote the construction of new civil aviation infrastructure and "safe airports,green airports,smart airports,and cultural airports",increase the strength of infrastructure to make up for weaknesses,and strive to improve the quality of civil aviation services.Due to the impact of the novel coronavirus epidemic,air transport has experienced negative growth in recent years,which is both a challenge and an opportunity for the civil aviation industry.BT International Airport should have the consciousness of "window period",hard practice,improve the level of security service management,lay the foundation for the future high-quality development of BT International Airport,but also help the enterprise to move towards a more healthy development path.This paper takes the service strategy optimization of BT International Airport as the research object,adopts the method of questionnaire survey,literature research,field investigation and other research methods,and combines the actual service status of BT International Airport to conduct in-depth research on the service strategy optimization of BT International Airport.This paper first analyzes the environment of the research object,and finds that BT International Airport has the advantages of rich experience in operation and management,understanding of local market conditions,rich route network,and good location resources.It also has disadvantages such as lack of base based airlines,restricted civil aviation resources,opportunities such as relocation of new airports and government policy support,and threats such as competition with high-speed rail and uncertainty of the COVID-19 pandemic.Secondly,through the questionnaire survey method to analyze the original data obtained,combined with the relevant situation obtained by BT International Airport field survey,to get the actual perception of passengers on the service quality of BT International Airport.This paper draws on the relevant indicators of ACI passenger satisfaction questionnaire,cuts and adds them in combination with the actual process and service points,and designs a questionnaire for the service experience feedback of BT International Airport.Through the analysis of the data value obtained from the questionnaire,it is found that passengers think that the airport staff have weak service awareness and lack of "personalized" service.According to the practical problems feedbacks from the dimensions of the problem,the paper analyzes the reasons for the existing problems,and believes that the structural contradictions are prominent under the rapid development of airports in recent years.BT International Airport is in the transition stage of growth shift,structural adjustment pains,and early stimulus policy digestion.Under the development trend of low-cost and popular air transport,passengers’ requirements for airport comprehensive services are diversified,and the service process of BT International Airport for passengers is more general,with commonality,but without "personality".Combined with the analysis of internal and external environment and the questionnaire survey of the current service situation,this paper points out how to optimize the service strategy of the enterprise.And the specific measures for the implementation of BT International Airport differentiated service strategy are formulated,namely,the development of differentiated service process,the improvement of flight normal management level,the deepening of the concept to build a characteristic brand.At the same time,in order to ensure the effective implementation of the service strategy,the guarantee measures of human resources,system,finance,headroom resource protection and brand publicity are put forward.