基于收益管理理论的酒店客房定价策略研究

发布时间：2018-06-25 19:43

本文选题：收益管理 + 酒店客房定价策略　；参考：《辽宁科技大学》2012年硕士论文

【摘要】：收益管理最早起源于航空客运业。随着酒店业市场的竞争变得越来越激烈,酒店业收益管理的理论与方法便应运而生。酒店收益管理是目前比较新的课题,定价又是收益管理中最为重要的一部分,所以,对酒店客房定价策略进行研究是十分必要的。本文首先对相关理论进行了阐述,从而对收益管理、酒店收益管理和酒店客房定价策略有一个整体的认识,其次分析了酒店客房定价策略的现状,研究了以成本或利润为中心的定价法和以竞争为中心的定价法,并且指出这些定价法存在的一些问题,从而引出以市场为中心的动态定价法,分析了如何有效的实施动态定价法。本文对收益管理容量控制中航空业经常使用的Littlewood法则和EMSR-a模型进行了修改,将其从价格的角度进行分析,建立了动态定价法的模型,把该模型应用到青岛世纪海丰大酒店,证明了该模型的可行性和有效性。最后,对青岛世纪海丰大酒店进行了SWOT分析,并给该酒店提出了建议:应该分析酒店的价格结构,保存酒店的预订记录,在酒店内建立和培养收益管理思想,酒店应该大力培养和引进收益管理方面的人才。酒店业收益管理可以指导酒店进行科学地经营和管理,使酒店实现收益最大化,在竞争中求得生存和发展。本文希望可以在一定程度上丰富酒店业收益管理理论,同时也希望本论文可以对指导酒店客房定价方面有一定的现实作用。
[Abstract]:Income management originated from the airline industry. As the competition in the hotel industry became more and more fierce, the theory and method of hotel revenue management came into being. Hotel revenue management is a new topic at present. Pricing is the most important part of income management. Therefore, the study of hotel room pricing strategy is a study. It's very necessary.
This paper first expounds the relevant theories, and then has a whole understanding of income management, hotel revenue management and hotel room pricing strategy. Secondly, it analyzes the current situation of hotel room pricing strategy, studies the pricing method based on cost or profit as the center and the pricing method based on competition, and points out the existence of these pricing methods. In this paper, the dynamic pricing method of market centered dynamic pricing is introduced, and how to effectively implement the dynamic pricing method is analyzed. In this paper, the Littlewood rule and EMSR-a model often used in the control of revenue management capacity are modified, and the model of dynamic pricing method is established, and the model of the dynamic pricing method is established. The model is proved to be feasible and effective. Finally, the model is proved to be feasible and effective. Finally, the SWOT analysis of the Qingdao century Haifeng hotel is carried out and the hotel is given a suggestion: the hotel should be analyzed in the hotel's price structure, keep the hotel reservation record, establish and train the income management idea in the hotel. The hotel should be strong. Cultivate and introduce talent in the management of income.
The hotel revenue management can guide the hotel to carry out scientific management and management, maximize the income of the hotel, survive and develop in the competition. This paper hopes to enrich the theory of hotel income management to a certain extent, and also hope that this paper can have a certain practical role in guiding the pricing of wine shop rooms.
【学位授予单位】：辽宁科技大学
【学位级别】：硕士
【学位授予年份】：2012
【分类号】：F274;F719;F224

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