以永恒权益经济思想探求白云机场竞争与服务战略

航空公司的市场竞争与发展策略随着全球旅游业的快速发展和人们对出行需求的不断增长，航空公司市场竞争日益激烈。

为了在激烈的竞争环境中立于不败之地，航空公司们纷纷制定了各种发展策略。

一、市场定位策略在市场定位方面，航空公司通常会根据不同目标群体制定不同的定位策略。

对于商务旅客，航空公司会提供高端商务舱服务，追求舒适和高效；对于旅游度假旅客，航空公司会强调舒适度和便利性，并提供优质的旅游相关服务；对于经济型旅客，航空公司则注重低廉价格和高效服务。

通过精确地定位市场，航空公司能更好地满足不同类型旅客的需求，提高市场占有率。

二、产品创新策略产品创新是航空公司保持市场竞争力的核心之一。

航空公司不仅在航班服务方面努力提供更好的飞行体验，如加大座椅舒适度、改善餐饮服务等，还注重利用科技创新提升客户体验，如提供无线网络服务、引入虚拟现实等。

此外，航空公司还会不断开拓新航线，满足旅客的多样化出行需求，并通过与酒店、租车等相关行业合作，形成更全面的旅行产品。

三、价格战略价格是航空公司竞争的重要因素之一。

航空公司通过灵活制定价格，根据需求和供应的变化来调整票价，以吸引旅客。

在淡季初段，航空公司通常会降低票价，以保持客流量；在旅游旺季，航空公司则会采取差异化定价策略，提高票价。

此外，航空公司还会推出促销活动、订阅会员计划等，吸引客户并提高客户黏性。

四、品牌建设策略随着市场竞争的加剧，航空公司开始注重品牌建设。

通过广告宣传、赞助活动等手段，航空公司不仅提升了品牌形象与认知度，还塑造了品牌价值观。

同时，航空公司还注重营造独特的航空文化，通过航空主题餐厅、机模展示等形式加深公众对航空的理解和认同，进而提升品牌忠诚度。

五、国际合作策略航空公司借助国际合作，扩大航线网络和服务范围，提供更广阔的市场。

通过与其他航空公司联盟或合作伙伴签署代码共享协议、互联线行李托运协议等，航空公司可以实现航班资源共享，提高运力利用率，降低成本，及时响应市场需求。

广州白云机场：民航高质量发展引领员
谢冰心
【期刊名称】《中国质量监管》
【年(卷),期】2024()2
【摘要】国际航空枢纽作为民航运输的关键平台,是区域经济高质量发展的强劲引擎与扩大开放的重要依托。

《民航局关于支持粤港澳大湾区民航协同发展的实施意见》中提出,要建成世界级机场群,为全面建成国际一流湾区发挥战略性、基础性作用。

【总页数】2页(P110-111)
【作者】谢冰心
【作者单位】广州白云国际机场股份有限公司党委
【正文语种】中文
【中图分类】F56
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白云机场财务分析一、引言白云机场作为广州市的主要国际航空枢纽，承担着重要的航空运输和服务功能。

本文旨在对白云机场的财务状况进行分析，以评估其经营状况和财务健康度。

二、财务指标分析1. 营业收入根据白云机场的财务报表数据，我们可以看到其营业收入在过去三年稳步增长。

2022年，白云机场的营业收入为X亿元，2022年增长至X亿元，2022年再次增长至X亿元。

这表明白云机场的航空运输和相关服务需求持续增长，对公司的财务状况产生积极影响。

2. 利润分析白云机场的净利润也呈现出持续增长的趋势。

2022年，净利润为X亿元，2022年增长至X亿元，2022年再次增长至X亿元。

这说明白云机场在经营过程中能够有效控制成本，提高盈利能力。

3. 偿债能力通过分析白云机场的财务报表，我们可以看到其偿债能力较强。

白云机场的资产负债率在过去三年保持在较低水平，表明公司的资产相对于负债较为稳定。

此外，白云机场的流动比率也保持在较高水平，表明公司有足够的流动资金来偿还短期债务。

4. 现金流量白云机场的现金流量状况良好。

过去三年，白云机场的经营活动现金流量保持在正值，并且呈现出逐年增长的趋势。

这表明公司能够通过经营活动获得足够的现金流入，支持其日常运营和发展需求。

5. 盈利能力白云机场的盈利能力也较为稳定。

过去三年，白云机场的毛利率保持在较高水平，表明公司能够有效控制成本。

此外，白云机场的净利润率也保持在较稳定的水平，表明公司在经营过程中能够保持良好的盈利能力。

三、财务风险分析1. 宏观经济风险白云机场作为航空运输行业的企业，其经营受宏观经济环境的影响较大。

例如，经济下行周期可能导致航空客流量减少，从而对白云机场的营业收入和盈利能力产生负面影响。

2. 竞争风险随着航空运输市场的竞争加剧，白云机场面临来自其他机场的竞争压力。

如果竞争对手能够提供更具竞争力的服务和更低的价格，白云机场可能面临客流量减少和利润下降的风险。

3. 油价波动风险航空运输行业对石油价格敏感，油价的波动可能对白云机场的成本产生影响。

航空公司的市场竞争与发展策略航空业是现代社会中至关重要的行业之一。

随着全球经济的发展和人民生活水平的提高，航空旅行成为人们日常生活中不可或缺的一部分。

航空公司在这个日益竞争激烈的市场中，面临着许多机遇和挑战。

因此，他们必须制定切实可行的市场竞争和发展策略，以保持竞争力和提高业绩。

1. 客户满意度的提升航空公司的首要目标应该是提高客户满意度。

航空旅行牵涉到旅客的时间、安全和舒适等方面的需求。

因此，航空公司需要投资于现代化机队，引进舒适的机舱设施和先进的娱乐系统。

此外，航空公司还需要提高服务质量，包括友好的机组人员、高效的行李处理和顺畅的登机程序。

通过提供卓越的客户体验，航空公司可以赢得客户的忠诚度和口碑。

2. 扩大网络覆盖在竞争激烈的市场中，航空公司必须不断拓展网络覆盖，以吸引更多的旅客。

通过增加航线和目的地，航空公司可以提供更多的选择给消费者，满足不同人群的出行需求。

此外，航空公司还可以与其他航空公司建立战略合作关系，分享航线资源和市场份额。

通过扩大网络覆盖，航空公司可以增加客流量和市场份额，提高收入和盈利能力。

3. 运营成本的优化航空公司的运营成本是影响其盈利能力的重要因素之一。

为了保持竞争力，航空公司需要不断寻求降低运营成本的方法。

例如，航空公司可以优化航班计划，合理调配航班使用率，降低燃油消耗。

此外，航空公司还可以采取节约能源的措施，如减少飞机滑行时间和提高飞机技术性能。

通过降低运营成本，航空公司可以提高利润率，为未来发展提供更多资金支持。

4. 营销与品牌建设航空公司需要积极开展市场营销活动，建立和推广品牌形象。

通过市场推广活动，航空公司可以增加品牌知名度和市场曝光度，吸引更多客户选择他们的航班。

营销活动可以包括广告、促销活动、赞助和跨界合作等，以提高航空公司的知名度和影响力。

同时，航空公司还应关注社交媒体的运营和在线口碑管理，积极回应客户的反馈和需求，树立积极的品牌形象。

5. 人才培养与创新发展航空公司的人力资源是关键的竞争要素之一。

白云机场财务分析一、引言白云机场作为广州市的主要国际机场，承担着重要的航空运输和物流功能，对广州及周边地区的经济发展起到了重要的推动作用。

本文将对白云机场的财务状况进行分析，以了解其经营情况和财务健康程度。

二、财务指标分析1. 营业收入和净利润根据白云机场的财务报表，2022年的营业收入为XX亿元，同比增长XX%；净利润为XX亿元，同比增长XX%。

这表明白云机场在过去一年中实现了良好的收入和利润增长，显示出其良好的经营能力。

2. 财务偿债能力白云机场的财务偿债能力是评估其偿还债务能力的重要指标。

根据财务报表，白云机场的资产负债率为XX%，同比下降XX个百分点，显示出其财务风险水平有所改善。

同时，白云机场的流动比率为XX，说明其有足够的流动资金来偿还短期债务。

3. 资本结构白云机场的资本结构反映了其财务稳定性和融资能力。

根据财务报表，白云机场的资本金占比为XX%，债务占比为XX%。

这表明白云机场在融资方面相对保守，更多依靠自有资金进行经营和投资，降低了财务风险。

4. 盈利能力盈利能力是评估企业经营状况的重要指标之一。

根据财务报表，白云机场的毛利率为XX%，同比增长XX个百分点；净利率为XX%，同比增长XX个百分点。

这表明白云机场在过去一年中实现了较好的盈利能力，显示出其良好的经营管理水平。

三、财务风险分析1. 市场竞争风险作为广州市的主要国际机场，白云机场面临着来自其他机场的竞争压力。

市场竞争的加剧可能会对白云机场的运营收入和利润率产生不利影响。

2. 油价波动风险白云机场作为航空运输企业，对油价波动非常敏感。

油价的上涨可能会增加其运营成本，对净利润产生负面影响。

3. 宏观经济环境风险宏观经济环境的不稳定性可能会对白云机场的业务量和盈利能力产生影响。

例如，经济衰退可能导致航空客流量下降，对白云机场的收入和利润造成负面影响。

四、发展建议1. 加强市场营销面对激烈的市场竞争，白云机场可以通过加强市场营销活动，提升品牌知名度和竞争力，吸引更多的航空公司和旅客选择白云机场。

白云机场营销策略背景及现状在当今市场经济高速发展的年代，民用机场行业正在面临越来越激烈的市场竞争：无论是机场间同行业的竞争，还是高速铁路、高速公路迅猛发展带来的竞争，都给机场带来了冲击。

为应对挑战，各机场纷纷成立专门的市场部门，通过更多的参与市场竞争，抓住市场的主动权。

机场市场营销策略的实施可以从以下三方面进行考虑：1、"机场产品策略，2、"机场价格策略，3、"机场促销策略。

构建机场较为完整的市场营销策略。

机场业发展时间不长，同时机场业有别于传统的制造业和服务业，它存在着天然的垄断性，已有的营销理论不能完全照搬于机场行业。

同时，现阶段关于机场营销领域的研究还处于较初级的阶段，国内外关于机场营销的理论、方法还不成熟。

营销策略的理论4Ps营销组合策略：产品（Product）、价格（Price）、渠道（Place）、促销（Promotion）；4Cs营销组合策略：4Cs理论，即Customer Needs and Wants（顾客的需求和欲望）、Cost（顾客的成本和费用）、Convenience（顾客购买的便利性）、Communication（企业与顾客的沟通）；4Rs营销组合策略：Relevancy—关联、Respond—反应、Relation—关系、Return—回报；4Ps营销策略计划：市场探查（Probing），市场细分（MarketingSegmentation），市场优化（Prioritizing），市场定位（Positioning）。

近些年，白云机场目前侧重于航线及航班营销，而对航空公司、旅客的服务营销需求产业链上的营销管理开发力度不够。

也尚未与其它机场建立、培植一种长期紧密的战略联盟伙伴关系，堵塞了公司拓展和向外衍生市场的途径。

白云机场的营销职能主要由航空市场部承担。

航空市场部主要承担航空公司营销、旅客营销、货物营销、客户服务、航班资源管理等职能。

白云机场市场营销策略选择1、产品策略机场属于服务行业，唯一的主营业务产品就是“服务”，包括机场主业和辅业的相关服务产品，如为航空公司提供确保安全的专业市场和地面服务，为旅客提供优质、舒适的过程性服务，为货主、旅行社、货代公司提供配套的航空服务，为周边机场人员提供机场商贸、物业服务等。

广州市空港经济的发展战略研究空港经济作为一种经济形态，其本质是依托机场的发展，促进具有空港相关功能的产业发展，空港产业是引领空港经济发展的主线，以及实现空港经济功能的核心载体。

广州市白云国际机场是中国三大枢纽机场之一，拥有雄厚的腹地基础，具备发展空港经济多方面的动力与优势，也存在管理和服务等方面的问题。

本文在分析广州空港经济发展动力的基础上，通过介绍对广州空港经济的发展战略的研究和发展中存在的主要问题，提出如何加快广州空港经济健康良性发展的建议，因为加快发展空港经济是带动经济社会转型和发展的必然选择。

标签：广州；空港经济；发展战略1 广州市空港经济的SWOT分析1.1 广州市空港经济的发展优势（1）区位条件优越。

广州市白云区国际机场位于亚太地区中心，从白云机场出发，到达亚洲各主要国家只需要三四个小时，触及占世界人口一半的国家和地区只需要五个小时，到达世界主要城市只需要十八个小时，由此可见，白云机场具有建成国际门户的天然优势。

（2）区域合作一体化。

泛珠三角洲区域合作以及珠三角地区一体化进程加速、广州、佛山、肇庆经济圈建设、广佛同城化等区域合作的不断深化，广州市空港经济的影响范围也进一步拓大。

（3）交通体系日趋完善。

与白云国际机场紧密相连的高速公路已有十二条，其将成为多种交通方式的交通枢纽和换乘中心，并成为珠三角地区交通圈的空港核心。

1.2 广州市空港经济的发展劣势（1）机场属地化改革不彻底。

省、市没有形成统一的发展空港经济的协调机制。

（2）管理和服务水平有待提高。

广州空港经济发展缺乏有效的统筹管理和资源整合机制，导致白云机场与广州经济社会发展规划和管理不协调。

空港经济区建设进度缓慢，产业重复布局，造成一定的资源浪费。

（3）综合交通体系有待完善。

从整个交通体系上看，白云机场与各交通路网衔接还不畅通，轨道交通网络的覆盖密度低，还未形成高效的水陆空联运网络。

1.3 广州市空港经济的机遇（1）广州市政策的支持。

对广州白云国际机场发展的思考10级航空市场营销林莹101002051010摘要：在“十二五”积极推动我国航空业发展的大环境下，作为我国大陆第三大门户广州的一座民用机场，国内三大航空枢纽之一的广州白云国际机场，在发展过程中，即存在着挑战，也应该把握好机遇，带动珠三角机场群发展，促进珠三角经济可持续发展以及实现珠三角产业转型。

在广州白云国际机场的带动下，把珠三角机场群打造成继大伦敦机场群的全球第二大机场群。

关键词：白云国际机场挑战机遇珠三角机场群目前广州白云国际机场占地面积37万平方米，主楼共4层，包括地上3层及地下一层，候机楼分为A区（负责国际航班及南方航空公司外的其他国内航班）和B区（负责南方航空公司及其集团下的航空公司）。

作为4F级民用机场，广州白云机场一期建设的两条跑道，一条4E级，一条4F级可以满足目前全球最大型客机A380全重起降。

作为中国三大枢纽之一的广州白云国际机场目前已经开设了123条国内外航班航线，每天有超过500班航班起降。

2011年广州白云国际机场客运吞吐量位居全国第二，货运吞吐量位居全国第三，航班起降量位居全国第二。

在广州白云国际机场原有的优势上，怎样寻求突破，这成了值得去思考的问题。

目前能与珠三角地区具有相同竞争力的地区，首先就是长三角地区。

上海虹桥国际机场为4E级民用机场，目前已开通到达91个国内国际城市的航班。

如今，以上海虹桥国际机场为中心的“虹桥交通枢纽”已经形成。

因此广州白云国际机场和珠三角机场可以从上海机场的发展过程中，借鉴点经验。

目前广州白云国际机场只拥有1个航站楼和2条跑道，2号航站楼预计2016年，第三条跑道预计2014年才能投入使用，在货运方面，随着联邦快递亚太中心落户带来了60-80万吨货邮吞吐量，广州白云的一号航站楼和两条跑道还要承受巨大的客流，物流压力在运营。

因此以广州白云国际机场为中心的“白云交通枢纽”也应该形成，联动珠三角现有的另外的4个机场（深圳宝安机场，珠海机场，澳门机场，香港赤腊角机场），实现资源的有效配置。

摘要21世纪的世界经济己经进入到了一个服务的时代。

服务业在国民经济和社会生活中的地位正在不断提高，各国之间的经济竞争已由产品竞争转向了服务竞争。

民航机场作为一个交通运输企业，在当今社会的经济发展中，越来越发挥出重要的作用。

民航机场的服务质量也日益受到公众和机场经营者的关注，不仅成为衡量机场发展好坏的重要指标，而且是机场作为企业组织能否具有竞争力的重要因素。

机场服务作为特殊产品，具有一定的特殊性，机场服务质量管理工作也比其它服务行业更加复杂。

广州白云国际机场作为国内重要的航空枢纽，近年来也同样面临着客户服务需求多样化和自身服务水平单一性的挑战。

因此，为了能够适应客户的服务需求变化，机场需要不断的提升服务水准，这就是本文深入研究白云机场服务提升策略的目的。

本文首先介绍了白云机场的服务现状，内容包括回顾了机场的发展历史和基本概况，分析了机场的客户类别和服务需求，阐述了白云机场的服务管理体系以及服务现状和不足;接着，利用竞争优势原理对白云机场提升服务所处的外部环境进行了分析;其次,利用服务营销理论对白云机场提升服务所具有的内部环境进行了重点探讨;最后，从效率、环境、服务理念三个方面提出白云机场的服务改进措施，力求解决机场服务管理上的一些现实问题，最终实现白云机场服务品质的提升。

本文对白云机场的服务管理进行了初步探讨，侧重于服务管理理论与改进提升措施的分析，希望能为机场的相关研究起到抛砖引玉的作用。

关键词：白云国际机场；服务提升；策略研究TABLE OF CONTENTS Abstract (i)摘要 (iii)目录 (viii) (ix)LIST OF TABLES (x)表目录 (xi)LIST OF FIGURES (xii)图目录 (xiii)Chapter1Introduction (1)1.1Research Background (1)1.2Research Purpose and Significance (2)1.3Research Methods (3)Chapter2Literature Review (5)2.1Competitive Advantage Theory (5)2.1.1Competitive Advantage (5)2.1.2The Choice of Competitive Strategy (5)2.1.3Three Basic Competitive Strategies (5)2.2Airport Service Quality Concept (6)2.2.1Service Marketing Theory (6)2.2.2Airport Service Quality Concept (7)2.3Service Quality Evaluation Model (8)2.3.1.Service Quality Gap Model (8)2.3.2Airport Service Quality Assessment Conceptual Model (10)2.3.3Airport Service Quality Evaluation Index System (10)Chapter3Case Description (16)3.1Baiyun International Airport Company Profile (16)3.2The Business Scope of Baiyun Airport (16)3.3Service Problems of Baiyun International Airport (18)3.3.1Market Positioning Fuzzy (18)3.3.2Service Quality Awareness to be Improved (19)3.3.3Service Capacity is Insufficient (19)3.3.4Low Service Personnel Quality (21)3.4Challenges that Baiyun Airport Facing (22)3.4.1Threat of Alternatives (22)3.4.2Competition among Domestic Hub Airports (22)Chapter4Case Analysis (23)4.1Airport Industry Competition Analysis (23)4.1.1Intensive and Specialized (23)4.1.2Airport Service Competition in Greater China (25)4.1.3The Performance of China's Airport in Skytrax Evaluation System (31)4.2Target Customer Needs Analysis for Baiyun Airport (34)4.2.1Baiyun Airport’s Major Customer Groups (34)4.2.2Requirements Analysis of Service Object (35)4.3Strategies and Measures to Improve Service Quality of Baiyun Airport (35)4.3.1Clear Market Positioning (35)4.3.2Strengthen the Sense of Full Service and Training (37)4.3.3Enhance the Airport Service Capabilities (39)4.3.4Improve Terminal Layout and Operation (42)4.3.5Strengthen Service Quality Monitoring (47)4.3.5.1Build An Airport Service Quality Management System (47)Chapter5.Conclusion and Prospect (52)5.1Conclusion (52)5.2Limitation and Prospect (52)References (53)目录Abstract (i)摘要 (iii)TABLE OF CONTENTS (iv)目录 (vii)LIST OF TABLES (ix)表目录 (x)LIST OF FIGURES (xi)图目录 (xii)第一章绪论 (1)1.1研究背景 (1)1.2研究目的和研究意义 (2)1.3研究方法 (3)第二章文献综述 (5)2.1竞争优势理论 (5)2.1.1竞争优势 (5)2.1.2竞争战略的选择 (5)2.1.3三种基本竞争战略 (5)2.2机场服务质量概念 (6)2.2.1机场服务质量概念 (6)2.2.2服务质量评价模型 (7)2.3服务质量差距模型 (8)2.3.1.服务质量差距模型 (8)2.3.2机场服务质量评价概念模型 (10)2.3.3机场服务质量指标评价体系 (10)第三章案例描述 (16)3.1白云国际机场公司简介 (16)3.2白云机场业务范围 (16)3.3白云国际机场面临的服务问题和挑战 (18)3.3.1市场定位模糊 (18)3.3.2服务质量意识有待提高 (19)3.3.3服务能力不足 (19)3.3.4服务人员素质不高 (21)3.4白云机场所面临的挑战 (22)3.4.1替代物的威胁 (22)3.4.2国内主要枢纽机场间的竞争 (22)第四章案例分析 (23)4.1机场行业竞争分析 (23)4.1.1集约化与专业化 (23)4.1.2大中华区机场服务竞争格局 (25)4.1.3我国机场在Skytrax测评体系中的表现 (31)4.2白云机场目标客户需求分析 (34)4.2.1白云机场主要目标客户群体 (34)4.2.2目标群体需求分析 (35)4.3白云机场提升服务质量的策略 (35)4.3.1明确市场定位 (35)4.3.2强化全员服务意识和培训 (37)4.3.3提升机场服务能力 (39)4.3.4改进航站楼布局和运营 (42)4.3.5加强服务质量监控 (47)第五章总结与展望 (52)5.1总结 (52)5.2局限与展望 (52)参考文献 (53)LIST OF TABLESTable4-1Comparison of Statistical Data of Seven Airports in2015 (31)Table4-2the Top20Airports with the Highest Score in the World in2015 (32)Table4-3Evaluation Scores for Baiyun International Airport in Skytrax (33)表目录表4-12015七大机场运营数据分析 (31)表4-22015年度Skytrax全球综合评价最高的20机场 (32)表4-32015年度广州白云国际机场Skytrax综合评分表 (33)LIST OF FIGURESFigure2-1Service Quality Gap Model (9)Figure2-2The Concept of Airport Service Quality Evaluation (10)Figure2-3Airport Service Process (11)Figure3-1The Shortest Flight Convergence Time Comparison between5Airports..20 Figure4-1Transit Level Measurement of Sino-US-Euro Hub Airport (40)Figure4-2The Number of Fights Connection Quantity between China and the United States and Europe (40)Figure4-3Airport Service Quality Management System (47)图目录图2-1服务质量差进模型 (9)图2-2机场服务质量评价概念 (10)图2-3机场服务流程 (11)图3-1五机场航班最短衔接时间比较 (20)图4-1中美欧人型枢纽机场中转水平度量值 (40)图4-2中美欧人型枢纽机场可行航班衔接数 (40)图4-3机场服务质量管理体系 (47)Chapter1Introduction1.1Research BackgroundChina's civil airport industry,as an emerging industry,it has been established for only more than ten years.In this short period of ten years,the country's civil airport evolved from a relatively closed semi-militarized management unit,at present,has become a self-employed and self-financing modern enterprise.In the era of rapid development of market economy,the civil airport industry,as a carrier of air transport, which is also increasingly facing more and more intense market competition:whether the competition between the airports,or other modes of transport brought about among different industries,all has brought a great impact on the development of Baiyun Airport.As China's three major aviation hub,Guangzhou Baiyun International Airport,although depends on China's economic development,the operation of the corresponding data has gone up sharply,however,in view of domestic and foreign competition,internal and external competition in the industry,besides its own mechanism and operating mode and other factors,it’s development momentum seems to be a little pared with Beijing Airport and Shanghai Airport,Baiyun Airport's overall development momentum is less vibrant.To this end,in order to keep up with the situation of enterprise development,the airport management put forward the service as well as the fundamental elements of the airport development,in the insistence of safety as the lifeline of the development of civil aviation enterprises.“security”,“service”,“efficiency”are the enterprise development troika,taken as a top priority task,that is in order to create a brand and increase efficiency by improve service quality,under the condition of ensuring safety. Since the1980s,the service industry has been paying more and more attention to service quality.The traditional concept of quality is developed from the manufacturing industry,which is mainly through the production and operation management to develop a series of product standards.The standard for these products is increasingly consistent with the requirements of consumers,that is,companies are more concerned about the needs of consumers and how to meet this demand.Airport industry relative to other service industries,the process of quality management change is relatively late.Airport in the quality management changes,also carried out a series of organizational structural changes.For example,commercialization,privatization,globalization,and more resources devoted to quality of service are intended to enhance competitiveness in the airport industry.With the continuous reform and development of aviation industry,civil aviation travel has become a popular choice for consumers.The service quality that the airport brought is more and more concerned by the public.Therefore,it is of great practical significance to study the service quality management of civil aviation airports,embodied in the following three points:(1).Since service is intangibility,non-storage,staff-participation needed,which is different from the physical product,so the management of service quality cannot copy the physical product of its management theory and methods.To improve the quality of civil aviation airport services we need to explore and establish a set of civil airports in line with the actual quality of service management.(2).Airport service is not only the image of China's aviation industry,but also a symbol of modernization and comprehensive national strength.The modern aviation industry has entered the service-oriented era,passenger attach great important to the type of"service as the core"added value,carrying out the civil aviation airport service quality management work to improve the service level is the trend of the current civil aviation.(3).It is helpful for the airport management to enforce and standardize effectively the service providers in accordance with the standards and norms,strengthen the service awareness of the airport staff,and improve the airport service level.1.2Research Purpose and SignificanceThrough the investigation and analysis of the current service quality of the airport,a feasible scheme of improving the service quality is put forward.As we all know,the civil aviation industry is famous for efficient and convenient,safe and high quality service products are in the world,the civil aviation enterprise products is service.No service,business survival is a problem.Guangzhou Baiyun International Airport,although not civil aviation transportation enterprises itself, however as the most important factor of air transport chain,is indispensable.If there is no airport to provide necessary supporting aircraft resources and ground services for airline companies,air transport industry cannot operate normally.So that the quality of airport service is of far-reaching implications for airline companies,directly related to the survival of civil aviation transportation enterprises.The airport industry as a carrier of efficient and modern transportation mode is playing an increasingly important role in China's economic construction.It is a new economic growth point of our country,which also contains a huge commercial efficiency and market potential.From a macro point of view,the vigorous development of airports throughout the country improves the efficiency of resource allocation,reduced the flow of goods circulation so that promoted trade development, and it also stimulates the national economic development.From the micro perspective, the development of the airport is an important external communication and exchange channel for the city.With the continuous opening policy of the sky,the development of the large aviation hub has become a significant development measure of many countries and cities.Baiyun Airport,as one of the three major aviation ports,is the key support project of our country,especially highly supported by Guangzhou Municipal Government.The airport’s development has directly impact on its international visibility and regional competitiveness in the Pearl River Delta Region. In the process of airport development,the level of service quality also plays a decisive role in the choice of customers.It is an example of why FedEx chose to build an Asia Pacific hub at Guangzhou Baiyun International Airport.So,Baiyun Airport,both from the recent development and long-term planning,it has become an urgent requirement of improving the quality of service.Therefore,this paper discusses the internal and external environment of airport development according to the theory of competitive advantage and service marketing theory,and obtains the airport service quality and customer satisfaction promotion strategy,that is to say Baiyun Airport should grasp Development opportunities,rapidly,improving the Baiyun Airport's overall service level in three areas:from the service efficiency, service environment and service personnel.It has a certain practical significance to the Baiyun Airport's long-term development.1.3Research Methods(1).Literature research.Through the study of customer satisfaction theory,quality of service theory and the quality of the airport service literature,information, understanding of customer satisfaction,service quality and the relationship between the two,on the current stage of the airport service quality research have a certain understanding,and The formation of the theoretical support of this writing.(2).Questionnaire survey.To find the passenger satisfaction of the airport servicethrough the questionnaire survey and the analysis of data results,to find factors for that passengers dissatisfied with the airport service.Find the insufficiency which need to be improved from the point of view of customer satisfaction evaluation model,. (3).Comparative study.This paper explores the factors that should be concerned about the improvement of service quality based on the status quo of Baiyun Airport through the study of the same type of airport passenger service quality management work,so as to analyze the deficiencies of Baiyun Airport of passenger service.And then explore Baiyun Airport to enhance the quality of service effective measures through further comparison.Chapter2Literature Review2.1Competitive Advantage Theory2.1.1Competitive AdvantageThe competitive advantage of an enterprise is its advantage beyond or better than competitors in a particular business,the fundamental reason of these＂beyond＂is that companies can provide consumers with higher value than their competitors,the specific performance of the same conditions low-cost or high value under the same conditions,and these must also be able to ensure that enterprises in a certain period of time to obtain profits higher than the industry average.2.1.2The Choice of Competitive StrategyFirst,the industry choice,that is,from the aspect of long-term profitability and the key factors of long-term profitability to get to know the attractiveness of the industry. Not all of the industry could provide equal opportunities for sustained profitability,an enterprise-owned industry's inherent profitability is to determine the profitability of an element of the enterprise.Second,the competitive position,that is,how to obtain a competitive advantage in a selected industry.In most industries,regardless of their profitability,there are always some companies more profitable than other companies.These two factors together determine the choice of corporate strategy.2.1.3Three Basic Competitive Strategies(1)Differentiation StrategyDifferentiation strategy is that a company provides products or services to establish some unique things among the industry-wide range.There are many ways to achieve a differentiation strategy:design brand image,technical uniqueness,performance characteristics,customer service,business networks,and other aspects of uniqueness. Ideally,companies will have differentiated features in several ways.(2)Total Cost Leadership StrategyCost-leading strategy,it is also known as low-cost strategy.When the cost of the leading enterprise price is equal to or lower than its competitors,its low-cost statuswill be converted into high-yield.Although a cost-leading firm relies on its cost leadership to gain a competitive advantage,while if it wants to be superior to the average of economic superiority,it must occupy the favorable position of selling at similar price on the basis of unique product style when compared with its competitors. The success of a cost-leadership strategy depends on the skills of the firm to implement the strategy day after day.(3)Concentration StrategyA focused strategy is a measure that focuses on a specific target market and provides a specific product or service for a specific region or group of specific purchasers.That refers to the use of resources to focus on business,faster than in the past to increase the growth rate of a product sales and market share.The premise of the strategy is:the business of specific business,with higher efficiency and better results to service for a narrow market segment,so as to go beyond the competition in a wider range of rivals. This can avoid large and weak diversification of investment situation,easy to form the core competitiveness of enterprises.2.2Airport Service Quality Concept2.2.1Service Marketing TheoryWhat is service?People have a variety of different understanding.Well-known marketing scientist Kotler to the service under this definition:"service is one party to the other to provide to the invisible and does not lead to any transfer of ownership as the basic characteristics of the action or performance of its production may be some kind of Tangible products,and may have nothing to do with it."The American Marketing Institute makes the following definition:a service is"an activity that can be defined,largely imperceptible,but satisfying a desire that is not necessarily linked to the sale of another product or service.Production services may or may not require the use of physical objects,and the ownership of such objects will not involve the diversion,even if some kind is needed to assist in the production of the services. Valarie A.Zeithaml and Mary Jo Bitner,in their book,Service Marketing,suggest that, in the simplest terms,services are“deeds,"“processes,"or"processes,"that are able to satisfy others,processes or“performance".This behavior,process,or performance is not only part of the activity of the service firm,but also of the combination that many manufacturers provide to the market.Some scholars argue that service productsinclude all outputs that are not tangible goods or buildings,but also including all of the economic activities,which providing certain added value for specific objects such as convenience,entertainment,time savings,comfort,health,etc.2.2.2Airport Service Quality ConceptAirport service quality is a set of inherent characteristics of airport services to meet customer requirements.From the passenger's point of view,airport service quality is a subjective feeling,which is the comparison between the level of service that the passenger should expect the airport should provide and the actual level of service provided by the airport,that is,the perceived service quality.From the functional point of view the airport service quality,including the results of quality,process quality,environmental quality and image quality of four areas.(1)Outcome QualityOutcome Quality refers to the output of the service process,that is,customers get the service process of the product.For example,the hotel provides customers with rooms, meals,4S shop provides maintenance services for the car owners,airline companies provide seats for passengers.The quality of the results,customers are most likely to perceive,and easy to evaluate.For passengers,the airport outcome quality is the result of safe,punctual and convenient landing services and the corresponding ancillary services.(2)Process QualityProcess quality refers to the customer experience throughout the service promotion process,and even the interests or enjoyment.The influencing factors include behavior, attitude,wearing,instrument and other contents of the service personnel in carrying out service activities.The perception of the quality of the process depends entirely on the subjective feeling of the customer,making it difficult to make an objective evaluation.Results Quality and process quality constitute the basic content of customer perceived service quality.When it refers to the airport service work,the process of quality is to enjoy the convenience of service,comfort and speed,including check-in,security check-in,terminal services,boarding services and abnormal flight services.These critical moments are an important time for airports to demonstrate the quality of their processes to visitors.Critical moment in the service quality measurement has a special role in the service process through the establishment of well-planned,the implementation of an orderly process of production and delivery ofservices to effectively prevent the failure of the"critical moment"appears to prevent the overall impact of service quality.(3)Environmental QualityEnvironmental quality refers to the conditions of the position that the customer receiving service,such as decoration,lighting,facilities and so pared with the quality of service of other enterprises,environmental quality is more important in the composition of airport service quality,not only because air travel has been crowned as high consumption,but also related to the high demand customer require and high expectations customers expect.Airport service environment quality includes: passenger bus environment,the terminal environment,facilities and equipment in good condition and advanced degree,decoration comfort.(4)Image QualityImage quality refers to the overall impression that service-oriented enterprises form in front of the public.Many enterprises embody its own image through the visual, conceptual and behavioral recognition system to obtain multiple levels of expression. Corporate image can be reflected through the CI logo,organizational structure, behavior,market operation and other aspects of the enterprise.Corporate image has a great impact on customer’s perception of service quality.When there is an operation mistake,a good corporate image quality can help resolving customer misunderstandings,win customer’s understanding;On the contrary,if they make mistakes frequently,it will inevitably affect the status of enterprises in the customer's mind;but if the corporate image is poor,any minor mistakes will give customers Resulting in a bad impression,so that corporate image further discount.2.3Service Quality Evaluation Model2.3.1.Service Quality Gap ModelIn the study of service quality,in1985,PZB(Parasuraman)Zeithaml and Berry proposed the five dimensions of service quality and a conceptual framework,namely, 'Quality of Service Gap Model',-SERVQUAL,Quality of Service Five dimensions include Tangibles,Reliability,Assurance,Responsiveness and Empathy.In a broad sense,tangibility,including facilities to provide services,equipment and service personnel appearance,reliability refers to the service agencies to perform reliable and accurate performance pledges,responsiveness refers to the service agencies to helpcustomers and quickly improve service levels Competence refers to the knowledge, skill and reliability of service organization staff.Empathy refers to the ability of service organization to provide personalized service for customers.The gap model is shown as the following figure:(figure2-1)Gap1-The gap between customer expectation from managers cognition and the actual customer expectation is the managers'lack of understanding of customer expectations;Gap2-The gap between quality of service specification and management cognition, manifested as selecting the right and appropriate quality of service specification; Gap3-The gap in the quality of service and quality of service provided,not in strict accordance with the norms of the provision of services;Gap4-The gap between external communication and provision of services, expressed as a mismatch between the services provided and external commitments; Gap5-The gap between expected quality and perceived quality,expressed as customer dissatisfaction with the services provided.Figure2-1Service Quality Gap ModelSource：Communication and control processes in the delivery of service quality.Journal ofMarketing,1988,52(1).2.3.2Airport Service Quality Assessment Conceptual ModelThe service quality evaluation system studied in this paper is based on"customer satisfaction",and the airport customer is the passenger,does not include the owner, the airline and other related enterprises.By analyzing the service quality gap model and the variable elements included in the customer satisfaction index model,two different models are proposed to construct different conceptual models of service quality evaluation.Based on the ECSI satisfaction model,we delete the"customer loyalty"variable,and according to the five dimensions of service quality proposed by PZB,we can find that the customer loyalty Reliability,responsiveness,assurance and empathy,the paper puts forward the concept of airport service quality evaluation with the goal of"customer satisfaction"as the goal,as shown in Figure2.1.Figure2-2The Concept of Airport Service Quality EvaluationSource:Measuring service quality:a reexamination and extension.The journal of marketing, 1992:55-682.3.3Airport Service Quality Evaluation Index System2.3.3.1Airport Service ProcessThe airport is a public transport infrastructure;the basic function is to provide air transport services to the public.The following analysis conducted by the airport to provide services to passengers and the airport service features to analyze the airport service quality characteristics.The airport service object mainly includes the passenger,the cargo owner,the airline and other related units.This study is aimed at airport passengers,"customer satisfaction"as the goal of the analysis,so only consider the passengers for the airport service object.In addition,passengers are divided into outbound passengers,inbound passengers and transit passengers according to passenger behavior;are we also classified them into international travelers and domestic tourists according to domestic and international routes.The service process figure is shown as the following figure:(figure2-3)Figure2-3Airport Service ProcessSource:Report on planning and simulation of airport passenger and baggage,2008As the service process of outbound passengers is relatively complete,more common and representative,this paper takes outbound domestic passengers’trip as the representative of the airport service process analysis.(1)Arrival:the convenience of passengers arrival is highly concerned by tourist，since the airport of each city is always located in suburbs place,which is far from the urban areas,therefore whether the public transport is convenient is essential for passengers. At present,airport land transport is a hot issue in the field of civil aviation field.This paper studies the convenience of arriving at the airport from the view of passenger satisfaction.(2)Tickets:purchase air tickets is a prerequisite for air travel links,but most of the airline passengers have chosen to buy it online or at the point of sale,few passengers will buy a ticket at the airport,this article does not analysis this issue.(3)Check-in:Check-in section includes change a boarding pass and check in baggage, in this session,the factors that affect passengers’satisfaction are queuing time,service attitude and efficiency issues.(4)Security Check:the process of security services is different from other common sense of the service,it is mandatory,which to some extent bring difficulty to the service work.In the security link,passengers are mainly concerned about queuing time,whether the security check staff is friendly or not,their service attitude and efficiency issues.(5)Waiting for the flight:There would be a period of free time before boarding after the completion of whole required procedures.In this link,the airport environment and facilities,retail catering and other services got high attention from the tourists. (6)Boarding:About30minutes before the flight departure time,the airport staff need remind passengers to board through radio and flight display screen in order to avoid missing the flight and then causing serious disputes.During the boarding time,airport staff should organize passengers waiting in line to check the boarding pass,counting the number of passengers and then guide the way to get into the boarding gate. (7)Take-off:If the flight take off normally,the light departure service work is completed;if the aircraft fails to take off on time,due to various reasons delay,not only the airlines need to cope with delay flight,airport related departments should do corresponding work,such as delay-flight information notification,delay-flight transfer procedures transaction,delay-flight passengers’emotional comfort,etc.,to avoid large-scale of stranded passengers or passenger disturbance.。