《收益管理》-课程教学大纲.doc

PAGE PAGE 9 《收益管理》课程教学大纲 一、课程基本信息 课程代码课程名称：收益管理 英文名称：Revenue Management 课程类别：专业课 学 时：32 学　　分：2 适用对象: 酒店管理专业本科生 考核方式：考查 先修课程：管理学、服务管理、旅游学概论、酒店管理概论等 二、课程简介 中文简介：在酒店行业，如何提高酒店出租率，如何快速增加每一间房的营收，如何应对竞争对手低价竞争，如何有效培育优质客户群体，如何提升酒店影响力，如何化解酒店经营中的“营收流失黑洞”，如何差异化开展集团层面收益管理等，都是十分重要的问题。《收益管理》有助于解答这些问题，是实现专业培养目标的核心课程之一。本课程主要包括收益管理的道（起源，相关发展）、术（市场细分和预测、差别定价与价格优化、容量控制和存量优化）和器（收益管理软件）。在课堂上，不仅重视理论教学，还结合当今酒店收益管理的案例进行分析，务求使学生能够理论实践相结合，将所学运用到管理实践中，真正地掌握收益管理这一理论与实践相结合的管理工具。通过系统的理论讲授、计算分析和案例探讨，学生能运用所学方法切实进行收益管理。 英文简介：In the hotel industry, how to improve the hotel occupancy rate, how to quickly increase the revenue for each room, how to deal with competitors low price competition, how to effectively cultivate high-quality customer base, how to promote the hotel influence, how to resolve the black hole revenue loss of hotel management, and how to carry out group differentiation level etc. are all very important problem. Revenue management helps to answer these questions and is one of the core courses to achieve the goal of professional training. This course mainly includes the “dao” (origin, related development), the method (market segmentation and forecasting, differential pricing and price optimization, capacity control and inventory optimization) and the tool (revenue management software) of revenue management. In class, students not only attach importance to theoretical teaching, but also conduct analysis in combination with the current cases of hotel revenue management, in order to enable students to combine theory with practice, apply what they have learned to management practice, and truly master the management tool that combines theory and practice of revenue management. Through systematic theory teaching, computational analysis and case study, students can use the learned methods to manage revenue effectively. 三、课程性质与教学目的 课程性质：专业课，选修课。 教学目的：通过该课程的学习，学生应该系统地掌握收益管理的起源、概念、关键指标，切实掌握收益管理的具体方法，如市场细分和预测，差别定价与价格优化，容量控制和存量优化。在对外部环境变化和企业内部资源进行科学分析和预测的基础上，制订切实可行的价格策略和战略，并将其付诸实施。