客房收益管理實施效果研究 : 以南京星級酒店為例

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客房收益管理實施效果研究 : 以南京星級酒店為例

 

Author: 韓京普
Han, Jingpu
Title: 客房收益管理實施效果研究 : 以南京星級酒店為例
Ke fang shou yi guan li shi shi xiao guo yan jiu : yi Nanjing xing ji jiu dian wei li
Degree: M.Sc.
Year: 2006
Subject: Hong Kong Polytechnic University -- Dissertations.
Hotels -- Finance.
Hotel management -- China -- Case studies.
Department: School of Hotel and Tourism Management
Pages: 7, 90 leaves : charts ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b1986323
URI: http://theses.lib.polyu.edu.hk/handle/200/1565
Abstract: Having been developing fast throughout the world during the past 40 years, the service industry becomes the source of 80% of the job opportunities and GDP. As Mainland China is in the process of industrialization, the economic development is bound to turn from manufacturing to service industry. It is urgent, essential and objective requirement of Chinese economic development to reinforce the management of the service industry, with Revenue Management as its focus. And hotel industry is one of the most significant fields of the research and application of Revenue Management. With the increasingly fierce market competition, hotels are confronted with the problem of redundant capacity and the increasing pressure of recoupment of the investment. It is unprecedentedly important for the hotel industry to carry out the revenue management effectively. The hotels offer series of different room charges to their potential customers according to seasonal estimates of the demand. Every hotel has a fixed number of rooms, which are quite prescriptive. If one room is vacant, the revenue of it is 0 that day, as is the difference between hotels and other industries. So the management of the hotel is responsible for the estimate of the demand, thus deciding the prices of reservation and occupancy rate. The goal of hotel revenue management is to achieve maximum profit through effective management of occupancy rate. The managers must respond to different reservation demands in order to avoid the loss resulting from vacant rooms and casual customers. Therefore, overbooking (reservation exceeds the actual number of rooms) has become a common practice, as reservations might be cancelled, or, somehow, the customers just don't arrive. It demands a comprehensive knowledge of customer behavior and various market trends to make it. The president of International Operational Research Association, Bell pointed out that Revenue Management, which has been studied since 1980's, has changed, and will go on changing the whole look of the applied industries and the Science of Management and Operational Research at the Conference of Forecast Management in the coming 50 years. In the western countries, especially America, Revenue Management, which originated in aviation, has been fairly widely applied to hotels, railway transportation, car rental, travel agency and many other service industries. Whereas in Mainland China, it's still at its beginning, disadvantageous for Chinese service industry to improve their management and competence. Reinforcing the research on hotel revenue management is not only meaningful for the development of the theory itself, but also important for improving the revenue and service of Chinese hotels. According to analysis, this paper puts forward some suggestions concerning how to reinforce the revenue management of hotel rooms with greater effect.

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