动态定价-Slide1.ppt

DynamicPricing动态定价,WendyHuangRegionalDirector,RevenueManagement,GreaterChinaStarwoodAsiaPacificHotels&Resorts,DeloitteReport德勤报告,WhatisDynamicPricing?什么是动态定价,Dynamicpricingisofferingvariableratesforrooms,insteadoffixedrates,thatchangebasedonmarketconditions.Thestrengthofcustomerdemand,thequalityoftheproducts,theavailabilityofalternativeproductsandservices,thetimeofday,thedayofweek,andtheseasonoftheyearareallcriticalfactorsindeterminingprice.动态定价是指根据市场条件发生变化来制定价格，用来取代单一的定价形式。市场需求的高低，产品的质量，产品和服务的可替代性，时间性，季节性，都是影响定价的关键因素。,CharacteristicsofFixedandDynamicRates固定价格和动态价格的特性,FixedRates固定价格Staticanddonotfluctuatebasedondemand价格不随需求的变化而变化Contractedbasedonvolumeexpectations根据房量和预估签订合同Reviewed/re-negotiatedbasedonactualproduction根据实际房量续签合同AvailabilitymayberestrictedduetoratescontractedonsomeroomtypesonlyorduetoRMrestrictionsbasedonhurdlepricing合同房型可预订性会受收益管理限制.Limitedflexibilitytooptimizedemand/price在优化需求/价格方面缺少灵活性,DynamicRates动态价格MarketRates市场价格Fluctuatebasedon:以下的因素都会引起价格的变化Demand/Supplyconditions需求/供给的条件Seasonality季节性DayofWeek日期性CompetitorPricing竞争对手的价格Availableatmostpointsintime最大化的实现可预订性,需求和固定价格的关系,需求和动态价格的关系,CommonMisconception理解上的误区Biggerisbetter!Orwegiveyousomuchbusiness.越多越好，我们已经给了你们这么多的生意,Howfarinadvancedoyoubook?(BookingPace)一般提前多久预订？Areyourbookingspredominantlyonthebusiestnightsforthehotel?(DOWDistribution)你会在明显繁忙的时候预订酒店吗？Onanaveragewhatisthelengthofstayofthebookingsyoumake(LOS)一般来说你预订住几天？Whicharethemonthsyoubookthemost(Seasonality)哪几个月份是你预订最多的？Whicharetheroomcategoriesthatyoupredominantlybook(RoomType)一般你会定什么样的房型？,Itsnotallaboutrateand/orvolumeitsaboutoverallrevenue/profittothehotel关系到酒店整体收入的因素,Whatchannelsdoyoubook(ChannelDistribution)你通过什么渠道预订酒店？Doyoucancelorno-show(WashFactor)你是否经常取消预定或NO-SHOWWhatadditionalrevenueyoubringtothehotel?Meetingpackages会议包价Banquets宴会In-housedining酒店内用餐Laundry洗衣费HSIA上网费用,BusinesstoHotelCompany对整个酒店集团的贡献Performanceguarantee,whatshareofbusinessdoweget?市场份额,Hotelsarealsointerestedin酒店感兴趣的其他地方,EarlierFormsofHotelDynamicPricing早期酒店动态定价形态结构,SeasonalPricing季节定价Twocontractedrates两个合同价格Givingyouthebestdealineachseason在不同的季节有最好的价格Nooverpayinginlowseasons淡季不需要多付CompleteDynamicPricing完全动态定价TMC/ConsortiaCorporaterates(Global,Regional,Local)公司协议价Packaging套餐价,DynamicPricing:CurrentTrend动态定价：目前的趋势,PackagingDynamicPricingExample动态定价套餐实例,SampleRateStructure简单的价格结构,Howdohotelsmanageratesnow:当今酒店的价格管理RateBuckets/RateCategories价格种类,AdvantagesofDynamicPricing动态定价的优势,Corporate公司Priceintegrityandconsistentsaving保持价格的诚信及节约成本Availabilityofawiderrangeofroomtypes可有多种可以选择的房型范围ReducedrelianceonLRAforguaranteedproductavailability减少对LRA的依赖ReduceworkloadinvolvedintheRFPprocess减少RFP过程中的工作量Abilitytohaveaccesstoalargernumberofhotelsthantraditionalfixedpricecontracting可选择的酒店更多Hotel酒店ReduceworkloadinvolvedintheRFPprocess减少RFP过程中的工作量Abilitytoflexpricesinmarketswithhighdemanduncertainty,soastooptimizerevenues.灵活的价格可以帮助酒店在高需求量的时候优化收入,DisadvantagesofDynamicPricing动态定价的缺点,Corporate公司Difficultyinbudgetingandallocatingaccommodationexpenditure增加对住宿花费预算的难度Difficultyinestimatingsavingswithfluctuatingrates增加计算预计