随着全球航空业的快速发展，ZH国际机场作为粤港澳大湾区的重要交通枢纽，近年来其在航空市场中的竞争力和影响力不断提升，但与其他一流机场相比，仍存在国际航线网络的建设滞后、人才建设不完善等问题。随着市场竞争的日益激烈和外部环境变化，以及周边广州白云国际机场和深圳宝安国际机场等机场的竞争，ZH国际机场的发展面临着前所未有的挑战。本文以ZH国际机场为研究对象，系统分析其发展环境，旨在提出ZH国际机场的未来发展战略，以期实现其未来可持续高质量发展。

本文详细介绍了ZH国际机场的发展基础和现状，包括其在航线网络拓展、基础设施改进、服务质量提升等方面的成就；应用PEST模型和波特五力模型分析其外部环境，涵盖了宏观经济形势、行业竞争和技术发展趋势等方面；结合SWOT矩阵分析结果，提出了ZH国际机场发展战略制定方向与构成，最后提出具体实施对策。本文研究结论如下：（1）外部政治、经济、社会、技术环境对ZH国际机场的发展具有积极的推动作用，但仍面临着行业环境和同行竞争的发展压力；（2）ZH国际机场在内部市场结构、运营管理、基础设施建设、服务体验、竞争策略和可持续发展方面仍需要进行战略调整；（3）从SWOT-QSPM模型结果看出，应该为ZH国际机场选择SO（增长型）战略发展方向，且更加注重管理体系完善和推动港珠澳深化合作；（4）从总战略、业务战略、职能战略三方面确定ZH国际机场新战略发展目标，总战略目标围绕深化珠港澳合作和全面推动运营转型升级展开，业务战略目标主要体现在深化航线网络、多元化经营和运营与服务升级三方面，职能战略目标主要体现在人力资源管理、科技管理、社会责任和品牌升级四方面；（5）从航线拓展、机场基础设施建设、运营服务转型升级和品牌提升四个方面制定了ZH国际机场战略具体实施重点任务，并从思想认识、人力保障和财力保障三方面提出了新战略的保障措施。本研究的成果不仅能为ZH国际机场提供发展指引，还能为其他同类机场的发展提供有益借鉴，促进整体民航事业的高质量发展。

With the rapid development of the global aviation industry, as an important transportation hub in the Guangdong-Hong Kong-Macao Greater Bay Area, ZH International Airport had a continuous improvement in its competitiveness and influence in the aviation market in recent years. However, compared to other top-tier airports, it still faces challenges such as the underdevelopment of its international route network and inadequate talent development. With increasing market competition, changes in the external environment, and competition from neighboring airports such as Guangzhou Baiyun International Airport and Shenzhen Bao'an International Airport, ZH International Airport faces unprecedented challenges in its development. This paper takes ZH International Airport as the research object, systematically analyzes its development environment, and aims to propose a future development strategy for the airport to achieve sustainable and high-quality growth.

This paper provides a detailed overview of the development foundation and current status of ZH International Airport, including its achievements in expanding route networks, improving infrastructure, and enhancing service quality. It applies the PEST model and Porter’s Five Forces model to analyze the external environment, covering macroeconomic conditions, industry competition, and technological trends. Based on the results of the SWOT matrix analysis, the paper proposes the direction and components of ZH International Airport's development strategy and outlines specific implementation measures. The main conclusions of this study are as follows: (1) The external political, economic, social, and technological environments positively promote the development of ZH International Airport, but the airport still faces pressure from industry challenges and peer competition; (2) ZH International Airport needs strategic adjustments in areas such as market structure, operational management, infrastructure development, service experience, competitive strategy, and sustainability; (3) According to the SWOT-QSPM model results, the airport should choose a SO (growth-oriented) strategic direction, with greater emphasis on improving management systems and promoting deeper cooperation with the Hong Kong-Zhuhai-Macao Bridge (HZMB); (4) Strategic goals are defined from the perspectives of overall strategy, business strategy, and functional strategy. The overall strategy aims to deepen cooperation within the Guangdong-Hong Kong-Macao region and comprehensively upgrade operations. The business strategy focuses on expanding the route network, diversifying operations, and upgrading both operations and services. The functional strategy targets human resource management, technology management, social responsibility, and brand enhancement; (5) Specific implementation tasks for ZH International Airport’s strategy are outlined in four key areas: route expansion, airport infrastructure development, operational service transformation, and brand enhancement. Furthermore, the paper proposes support measures for the new strategy in three areas: strategic awareness, human resources, and financial resources. The results of this study not only provide guidance for the development of ZH International Airport but also offer valuable insights for the development of other similar airports, contributing to the overall high-quality development of the civil aviation industry.

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