中科大-生產(chǎn)運作管理lesson12收益管理(編輯修改稿)
2025-03-12 15:28 本頁面
【文章內(nèi)容簡介】 ed demand to determine price sensitivity of the customer. All customers have different price sensitivities based on product, market, and individual needs. 必須通過衡量無限制的需求來了解客人的價格敏感度。所有客人都有不同的價格敏感度，這取決于產(chǎn)品、市場與個人需求。 Forecasting (cont’d) 預測 ? Higher demand = Higher price (Supply and Demand economics), but must consider price sensitivity as well. 需求增加 = 價格抬升 （供求經(jīng)濟學 )，但也必須考慮價格敏感度。 ? Capture desirable demand and reject undesirable demand in order to maximize revenue and profit for all time. 滿足理想的需求，回絕不理想的需求來最大化每時每刻的收益和利潤。 ? Room nights are perishable modities. You only get one chance to sell a hotel room for a given night. If you don’t sell it, the opportunity is gone forever. 客房是“非耐久性”商品。你只能在特定的一個晚上銷售某間客房。如果屆時你沒有賣出它，這永遠失去了賣出機會。 Forecasting (cont’d) 預測 ? Example: If you had one room to sell and two people who wanted to rent it (one would pay $100。 the other, $200), who would you give it to? 例如 : 如果你有一間客房要出售，有兩個人想要（一個人愿意付 $100；另一個人愿意付 $200），你會出售給誰？ ? Forecasting unconstrained demand helps the hotel know which people to take in order to maximize revenue. 預測“無限制需求”幫助酒店了解接受哪些客人可以最大化收益。 Forecasting (cont’d) 預測 ? Why do we forecast (Cont.)? 我們?yōu)槭裁匆A測（繼續(xù)）？ 2。 Help operations serve guests better 幫助酒店各運營部門更好地服務客人 ? By knowing how many rooms we are going to sell, housekeeping, front office, food and beverage, and other operating departments are able to staff more effectively and efficiently. 知道我們將出售多少客房可以讓客房部、前臺、餐飲部以及其他部門更有效地分配員工。 ? Forecasts are one way that investors measure the value of the pany because they show whether the pany has a ―handle‖ on its business. 預測是投資者考量公司價值的方法之一，因為預測可以顯示公司是否能夠掌控其業(yè)務。 Forecasting (cont’d) 預測 ? How do we create our forecasts? 我們?nèi)绾谓㈩A測？ ? Based on history 根據(jù)歷史 ? Based on trends in the economy and market 根據(jù)經(jīng)濟和市場趨勢 ? Based on future outlook 根據(jù)對未來的展望 RM Component—Pricing for Transient Business 散客定價 ? Based on Unconstrained Demand 根據(jù)“無限制需求” ? This means we price differently not only based on when guests arrive, but also on how long they stay 我們不但根據(jù)客人到達時間，也根據(jù)停留時間長短進行定價 ? It is possible to have a different price for 1, 2, 3, 4, 5, 6, and 7+ night lengths of stay, based on demand 根據(jù)實際需求，對于 1~7晚等不同停留時間可以有不同的價格 ? This approach ensures that we maximize revenue not only for a particular highdemand day, but also for all other time periods. 這一方法確保我們不但在高需求日，也在其余時段收益最大化。 ? Best Available Rates (BAR) are quoted to customers who do not qualify for a specific discount or group rate 我們向無法享受折扣價的客人提供最優(yōu)門市價 RM Component—Pricing for Transient Business 散客業(yè)務定價 ? Negotiated accounts 協(xié)議客戶 ? Global Local 全球和地區(qū)客戶 ? Pricing based on volume, placement of business (months and days of week), and market share 根據(jù)數(shù)量、業(yè)務安排（月份以及一周天數(shù)）、市場份額進行定價 ? Value added packaging (. Romance Package) 套餐產(chǎn)品（例如：浪漫套餐） ? Premium acmodation pricing (. Executive Floor) Premium定價 （例如：行政樓層 ) ? Other discount pricing 其它優(yōu)惠定價 ? Advance purchase 提
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