收益管理(ppt21)-經(jīng)營(yíng)管理-在線瀏覽
2024-10-18 09:02本頁(yè)面
【正文】 against petitors 微觀層面：衡量與競(jìng)爭(zhēng)對(duì)手表現(xiàn)差異 10 RM Component—Forecasting 預(yù)測(cè) ? Why do we forecast? 我們?yōu)槭裁匆A(yù)測(cè)？ 1. Determine pricing 確定價(jià)格 ? Based on UNCONSTRAINED DEMAND 基于 ‖無限制的需求 ‖ Unconstrained demand = the number of people who would have stayed at the hotel if it had an infinite number of rooms. 無限制需求 = 假設(shè)酒店無房間數(shù)限制情況下的住店客人數(shù) ? Must measure unconstrained 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(jià)格敏感度。Introduction to Revenue Management 收益管理 2 Presentation Agenda 演講提綱 ? What is Revenue Management? 什么是收益管理？ ? Components of Revenue Management 收益管理的組成部分 3 Revenue Management in Real Life 收益管理的運(yùn)用 4 Necessary Conditions 必要條件 ? Relatively fixed Capacity 相對(duì)固定的庫(kù)存量 ? Timeperishable Inventory 非耐久性產(chǎn)品 ? Timevariable Demand 季節(jié)性需求量 ? Appropriate Cost Structure 合理的成本結(jié)構(gòu) ? Segmented Market 市場(chǎng)細(xì)分化 ? Advance Booking 預(yù)訂 5 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 在適當(dāng)?shù)?時(shí)間 、通過適當(dāng)?shù)?分銷渠道 、以適當(dāng)?shù)?價(jià)格 、向適當(dāng)?shù)?客戶 銷售適當(dāng)?shù)?產(chǎn)品 ，以此最大化酒店的收益 。 6 What is Revenue Management? 什么是收益管理？ ? PRODCUT: Room Types, Room Nights, Famp。
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