Revenue_Management酒店收益管理.docxVIP

Revenue Management酒店收益管理 2013-09-27?点击右边→?→?? HYPERLINK javascript:; HOTELENGLISH Introduction to?Revenue Management?收益管理简介 What is Revenue Management? 什么是收益管理？ Components ofRevenue Management 收益管理的组成部分 Necessary Conditions必要条件 Relatively fixed Capacity 相对固定的库存量 Time-perishable Inventory 非耐久性产品 Time-variable Demand 季节性需求量 Appropriate Cost Structure 合理的成本结构 Segmented Market 市场细分化 AdvanceBooking 预订 What is Revenue Management?什么是收益管理？? Selling the right PRODUCT for the right PRICE to the right PEOPLE at the right TIME through the right DISTRIBUTION CHANNEL in order to MAXIMIZE REVENUE for the hotel ? 在适当的时间、通过适当的分销渠道、以适当的价格、向适当的客户销售适当的产品，以此最大化酒店的收益。 PRODCUT: RoomTypes, Room Nights, FB, Meeting Space 产品：房型，房晚, 餐饮, 会议设施 PRICE:Group,Transient, Wholesale, etc 价格：团队价、散客价、批发价及其他 PEOPLE:Corporate, Leisure, etc 客户：商务客、休闲客及其他 TIME:Seasonality, Weekday vs. Weekend, LOS 时间: 季节性，周中 vs. 周末，住客时间长短 DISTRIBUTION CHANNEL??? ?? 分销渠道 Call Center?? 电话预订中心 On?property?? 酒店直接定房 GDS (Global Distribution System) ?? 全球分销系统 B? 品牌网站 3rd Party Channels (Ctrip, Elong, Expedia) 第三方渠道（携程、易龙、Hotwire） Components of Revenue Management? 收益管理的组成 1. CompetitiveAnalysis ? 竞争分析 2. Forecasting? 预测 3. Pricing ? 定价 4. InventoryControls? 客房控制 5. PerformanceMeasurement ? 考核指数 RM Component—Competitive Analysis ?竞争分析 Helps Determine the“Competitive Set”? 帮助确定“竞争对手组” A hotel’s closest competitors in terms of product, geography,and/or type of business 在产品、地理位置以及/或客户方面最接近的竞争对手 Primary and secondary competitive sets 主要竞争对手组以及次要竞争对手组 Macro-Level: Determine the value of the hotel in the overallmarketplace based on the product positioning 宏观层面：根据产品确定酒店在市场中的定位及价值 Micro-Level: Benchmark performances against competitors 微观层面：衡量与竞争对手表现差异 RMComponent—Forecasting ?预测 Why do we forecast? 我们为什么要预测？ Determine pricing 确定价格 Based on UNCONSTRAINE DDEMAND??? 基于”无限制的需求” Unconstrained demand = the number of people who would have stayed at the hotel if it had an infinite number of rooms. 无限制需求 = 假设酒店无房间数限制情况下的住店客人数 Must measure