基于收益管理的L酒店定价策略研究

【作者】 刘颖；

【导师】 王国弘；

【作者基本信息】 陕西师范大学 ， 工商管理硕士（专业学位）， 2020， 硕士

【摘要】 随着国内第三产业的迅猛发展,酒店行业面临的竞争日益激烈。作为国企背景的单体酒店,L酒店要想在严酷的市场竞争中生存和发展,就必须摒弃落后的经营理念,通过采用先进的管理模式和科学的技术手段来提高酒店收益,从而在行业角逐中占据一席之地。L酒店自2017年起实施客房收益管理,取得了一定的成果。但随着同行业酒店相继实施收益管理带来了竞争的加剧,同时,由于该酒店缺乏专业的收益管理理论基础及科学的管理方法,自2019年以来收益提升空间越来越小,进入发展瓶颈期,亟需专业工具及科学、系统的预测、分析方法和定价策略。本文主要基于酒店收益管理理论,结合L酒店经营管理现状和定价策略制定现状,运用科学手段分析L酒店在经营管理和定价策略中存在的问题,利用收益管理理论,通过市场细分、需求预测、超额预订和差别定价,制定一整套适合L酒店现状的定价策略,并提出针对性的保障措施。本文的主要研究内容包括:(1)对酒店行业应用收益管理理论及定价理论进行了归纳总结,并对定价策略制定中的市场细分、需求预测方法、超额预订和价格歧视理论等进行了系统介绍;(2)利用SWOT理论,对L酒店经营管理现状、定价策略现状及存在的问题和原因进行了分析总结;(3)基于收益管理理论从市场细分、需求预测、超额预订策略、市场差别定价策略四个方面制定L酒店的定价策略,从而实现L酒店收益的最大化;(4)从组织、制度、文化和资源四个方面,有针对性的提出定价策略的保障措施,以保证L酒店定价策略的实施真正落到实处,为优化综合收益、占据市场竞争优势地位做出应有的贡献。本文的相关研究成果可以为提升L酒店收益水平,以及实现酒店的可持续发展提供理论支持,也可以为同行业酒店特别是独立运营的本土化酒店实施收益管理的实践提供有益的借鉴。更多还原

【Abstract】 With the development of the domestic tertiary industry,the hotel industry is facing increasingly fierce competition.As a single hotel with the background of state-owned enterprises,L Hotel must abandon the backward business philosophy and adopt advanced management mode and scientific technological means to improve the hotel’s revenue in order to occupy a place in the harsh market competition.L Hotel has implemented room revenue management since 2017 and achieved certain results.However,with the intensified competition brought by the successive implementation of revenue management in the same industry,and the lack of professional theoretical basis of revenue management and scientific management methods,the room for revenue improvement has become smaller and smaller since 2019,and the hotel has entered the bottleneck period of development.It is in urgent need of professional tools,scientific and systematic prediction,analysis methods and pricing strategies.Based on the theory of hotel revenue management and the current situation of L Hotel’s management and pricing strategy,this paper analyzes the problems in the management and pricing strategy of L Hotel.Using the revenue management theory,this paper a set of pricing strategies suitable for L Hotel through market segmentation,demand forecasting,overbooking strategy and differential pricing,and put forward targeted security measures.Research contents:(1)This paper sums up the theory of making price by applying revenue management theory in the hotel industry,and systematically introduces the market segmentation,demand forecasting method,overbooking and price discrimination theory in making the pricing strategy;(2)Using SWOT theory,this paper analyzes and summarizes the problems and causes of the current situation of L Hotel management and room pricing strategy;(3)Based on the revenue management theory,L Hotel’s pricing strategy is developed from four aspects:market segmentation,demand prediction,overbooking strategy and market differential pricing strategy,so as to maximize the revenue of L Hotel;(4)From the four aspects of organization,system,culture and resources,this paper puts forward the guarantee measures of pricing strategy to make the work of pricing strategy of L Hotel truly implemented and make due contribution to optimize its comprehensive income and occupy the market competitive advantage.The research results of this paper can provide theoretical support for increasing the revenue and realizing the sustainable development of L Hotel.For the same hotels,especially independent local hotels,these results will provide a useful reference for the hotel to implement the practice of revenue management..更多还原