收益管理视角下的酒店客房差别定价策略研究

On Product-different Pricing Strategy of Hotel Rooms from Revenue Management Perspective

差别定价现已成为改善酒店客房定价机制和增加酒店收益的重要管理策略之一。根据收益管理理论,在阐述收益管理基本内涵的基础上,主要从酒店客房的会议团队、旅游团队、散客三个方面分析客房差别定价策略的基本原则,探讨酒店客房差别定价策略的影响因素,进而结合酒店管理的实践经验,指出酒店应用客房价格策略差异化定价需要注意的问题并给出了相应的对策建议。

Product-different pricing has now become one of the most important management strategies in improving hotel＇s pricing mevhanism as well as increasing hotel＇s revenue. Based on the revenue management theory,this paper clarifies the connotation of revenue management,analyzes the basic principles of hotel＇s product-different pricing strategy from three perspectives,i. e,conference group,tour group and individual tourist. As well,this paper explores the factors which could influence hotel＇s product-different pricing. Finally,according to the author＇s experience in hotel management,this paper points out the frequently occured problems and proposes the corresponding countermeasures.