餐厅收益管理的差别定价策略研究--基于对顾客公平度感知的调查

Research on Price Discrimination of Revenue Management in Restaurants ——Questionnaire Based on Perceived Fairness Evaluation from Customers

通过设置物质型或非物质型价格围栏实现差别定价是餐厅收益管理的一种重要方法,但差别定价策略却可能引起顾客的不公平感,从而导致顾客流失。采用问卷调查的方式,能够获得消费者公平度感知的第一手资料。我国餐厅在实施收益管理时,应当分析并掌握不同表达方式、不同围栏类型以及不同就餐目的下消费者公平度感知的特征和规律,不能简单借鉴国外的研究结果和经验。

Variable pricing based on physical or non-physical price fences is a key method of revenue management in restaurants. However, if price discrimination is viewed as unfair by patrons, the restaurant would suffer a loss of customers. Through questionaire, the first hand materials can be obtained in terms of customers＇ perceived fairness. In the execution of revenue management, Chinese restaurants should analyze and grasp the features and rules of customers＇ perceived fairness with different expressions, types and purposes for meals, instead of bluntly using the foreign experiences and research for reference.