收益管理在饭店业中的应用

【作者】 周广鹏；

【导师】 孟庆杰；

【作者基本信息】 东北财经大学 ， 旅游管理， 2002， 硕士

【摘要】 收益管理又称收入管理，二十世纪七十年代末起源于美国航空业。尽管仅仅二十几年的历史，收益管理的原则迅速地被全球众多行业应用。航空业作为最早应用收益管理的行业，收益管理已经成为其增加收益和利润的第一手段。其间引入收益管理迟缓或者应用不当的航空公司大多举步维艰或已破产。类似的情况也出现在饭店业中。饭店业的一个主要特性就是在短期内无法调整产品的供给量。由于生产能力固定和需求的季节性特点，一家饭店通常无法把所有的客房都销售给付全价的客人或者是未预订客人。当客房需求较低时，未销售出去的客房的价值在那个夜晚消失了；当客房需求高涨时，由于生产能力的固定，饭店又无法满足全部的需求，潜在的收益又失去了。如何平衡供给和需求间的矛盾一直是饭店业的重要课题。准确估计需求和合理分配资源的迫切需要引发了收益管理的出现。在发达国家收益管理理论已经被广泛地应用于航空业和饭店业，中国的饭店业对收益管理却知之甚少。本文对收益管理理论作了系统化的整理和研究，同时也对收益管理理论的引入问题作了一些初步的探讨。本文在结构上分为四章：第一章是收益管理的概述，介绍了收益管理的产生和发展、收益管理的定义、适用条件、饭店业收益管理等内容。第二章收益的衡量部分，讨论了收益率的概念、作用；以及与客房出租率、平均房价的关系。第三章主要介绍了收益管理的策略与方法，主要包括超额预订、差异定价、预测、政策支持等内容。第四章收益管理的引入部分，主要探讨了引入收益管理的意义、步骤和需要注意的问题。更多还原

【Abstract】 Yield management /Revenue management originates from US airline industry in the end of 1970s. Although only two decades old, the discipline of yield management is suddenly taking the business world by storm. In the airline industry, where it first really took hold, revenue management practices and technologies have become the primary elements in increasing revenue and profit. Meanwhile, many airlines that were slow to embrace revenue management or failed to implement it properly are now severely disadvantaged or bankrupt. Similar stories appear in hospitality. One important characteristic of the hotel industries is its inability to adjust inventory supply over a short period. With the nature of capacity constraint and seasonal demand characteristics, a hotel is normally unable to fill its available rooms with full-rate or walk-in customers. That is, the unoccupied or unsold rooms, when the demand for hotel rooms is low, are wasted. In contrast, if the demand for hotel rooms is high, the hotel cannot meet its high demand because of its constrained capacity, potential revenue is likely to be lost. How to balance the demand against the available capacity is a significant management issue to hotel industries. Revenue management arose from the growing need for accurate demand estimates and resource allocations.In developed countries, yield management has been used quite extensively in airline and hotel industries, the China hotel industries has been slow in adopting this flexible revenue management technique. This thesis studies and analyzes the yield management theory systematically. The thesis aims to make an introduction of yield management and try to apply it to China hotel industries. The thesis is composed of 4 chapters.In the first chapter, we introduce the process of the development of yield management, the background of its origination, its definition and qualification.The second chapter concentrates on the definition of yield rate and the<WP=4>relationship with occupancy rate and average room-rate.As the core part of this thesis, the third chapter analyzes and studies overbooking, various pricing, forecasting and policy support.In the fourth chapter the thesis discuss what we should pay attention to when we apply the yield management theory to hotel industries.更多还原