度假酒店淡旺季供需平衡策略研究

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度假酒店淡旺季供需平衡策略研究

 

Author: 蔣勇
Jiang, Yong
Title: 度假酒店淡旺季供需平衡策略研究
Du jia jiu dian dan wang ji gong xu ping heng ce lue yan jiu
Degree: M.Sc.
Year: 2007
Subject: Hong Kong Polytechnic University -- Dissertations.
Hotels -- China.
Resorts -- China.
Department: School of Hotel and Tourism Management
Pages: 100 leaves : ill. ; 30 cm.
Language: Chinese
InnoPac Record: http://library.polyu.edu.hk/record=b2166818
URI: http://theses.lib.polyu.edu.hk/handle/200/35
Abstract: The demands of hotels are easily affected by some exterior factors such as political, economical, seasonal, weather and holidays, esp. the resorts, the big difference of low season and high season is formed. On the other hand, the resorts are supported by consortiums due to the large cost of the building, thirdly, because they cannot increase the number of the rooms or other facilities in time, cannot freely regulate the staff, the resorts have little flexibility in supply. This article focuses attention on the practical effect to the management of the resorts caused by the difference of low season and high season, esp. the management of the human resources, analyses the choices and strategies to optimize the demanding and supply management, promote the balance of supply and demand to ensure the profit-making and the increase of the total benefit, provide a new view of the balance of supply and demand in both low season and high season for the resorts. Due to the accessibility of the data and the willingness of the cooperation partners, the author of this research project has taken the star-rated Hotels around Qiandaohu Lake, the new-rising resort in China, as the objective. This research project is trying to analyze the strategies of these hotel to tackle with the unstable market demands. The research methods of this project are second-handed data collection, literature review and personal interview. The author of this research has interviewed the top executives from Qiandaohu Kaiyuan Resort, Qiandaohu Seas Beyond Seas Grand Hotel, Qiandaohu Sunshine Grand Hotel for several times and exchanged relative opinions and advices with them on the subject of this research. This research found that, hoteliers of resorts can effectively control the demand via managerial tricks such as demand split, price seduction, level-up peak demand, complementary service and excessive reservation, and manage supply through improvements such as consumer participation, energy sharing, staff-shifting, cross-training and temporary employees. Based on the case study, all of the three sample hotels paid much attention on the management of demand and supply. For example, all of the sample hotels have taken measures on me demand-split They provided advices on reservation shifts of venue and time. They also suggest their customers to avoid the high season and take even and low season products. CRS has been found in all sample hotels to facilitate the excessive-reservation management and to decide the real-time demand. At the same time, elastic strategies have been found no place in all sample hotels. On-line booking system is weak in all these three hotels. Energy control, cross-training and quality control are not hot words in the managements of all sample hotels. Only staff-shifts are subjective to the room occupancy daily or weekly.

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