收益管理简介.ppt

1、Introduction to Revenue Management 收益管理简介,2,Presentation Agenda演讲提纲,What is Revenue Management? 什么是收益管理？ Components of Revenue Management 收益管理的组成部分,3,Revenue Management in Real Life收益管理的运用,4,Necessary Conditions必要条件,Relatively fixed Capacity 相对固定的库存量 Time-perishable Inventory 非耐久性产品 Time-variable De

2、mand 季节性需求量 Appropriate Cost Structure 合理的成本结构 Segmented Market 市场细分化 Advance Booking 预订,5,What is Revenue Management?什么是收益管理？,Selling the right PRODUCT for the right PRICE to the right PEOPLE at the right TIME through the right DISTRIBUTION CHANNEL in order to MAXIMIZE REVENUE for the hotel 在适当的时间、

3、通过适当的分销渠道、以适当的价格、向适当的客户销售适当的产品，以此最大化酒店的收益。,6,What is Revenue Management?什么是收益管理？,PRODCUT: Room Types, Room Nights, F the other, $200), who would you give it to? 例如: 如果你有一间客房要出售，有两个人想要（一个人愿意付$100；另一个人愿意付$200），你会出售给谁？ Forecasting unconstrained demand helps the hotel know which people to take in order

4、to maximize revenue. 预测“无限制需求”帮助酒店了解接受哪些客人可以最大化收益。,13,Forecasting (contd)预测,Why do we forecast (Cont.)? 我们为什么要预测（继续）？ 2。Help operations serve guests better 帮助酒店各运营部门更好地服务客人 By knowing how many rooms we are going to sell, housekeeping, front office, food and beverage, and other operating departments

5、are able to staff more effectively and efficiently. 知道我们将出售多少客房可以让客房部、前台、餐饮部以及其他部门更有效地分配员工。 Forecasts are one way that investors measure the value of the company because they show whether the company has a “handle” on its business. 预测是投资者考量公司价值的方法之一，因为预测可以显示公司是否能够掌控其业务。,14,Forecasting (contd) 预测,How

6、 do we create our forecasts? 我们如何建立预测？ Based on history 根据历史 Based on trends in the economy and market 根据经济和市场趋势 Based on future outlook 根据对未来的展望,15,RM ComponentPricing for Transient Business散客定价,Based on Unconstrained Demand 根据“无限制需求” This means we price differently not only based on when guests ar

7、rive, but also on how long they stay 我们不但根据客人到达时间，也根据停留时间长短进行定价 It is possible to have a different price for 1, 2, 3, 4, 5, 6, and 7+ night lengths of stay, based on demand 根据实际需求，对于17晚等不同停留时间可以有不同的价格 This approach ensures that we maximize revenue not only for a particular high-demand day, but also

8、for all other time periods. 这一方法确保我们不但在高需求日，也在其余时段收益最大化。 Best Available Rates (BAR) are quoted to customers who do not qualify for a specific discount or group rate 我们向无法享受折扣价的客人提供最优门市价,16,RM ComponentPricing for Transient Business散客业务定价,Negotiated accounts 协议客户 Global & Local 全球和地区客户 Pricing based

9、on volume, placement of business (months and days of week), and market share 根据数量、业务安排（月份以及一周天数）、市场份额进行定价 Value added packaging (e.g. Romance Package) 套餐产品（例如：浪漫套餐） Premium accommodation pricing (e.g. Executive Floor) Premium定价 （例如：行政楼层) Other discount pricing 其它优惠定价 Advance purchase 提前购买,17,RM Comp

10、onentPricing for Group Business团体业务定价,Must ensure an optimum mix of group and transient sales in order to maximize revenue 必须确定一个最优的团队与散客比例来最大化收益 Must determine selling rates for the sales team based on demand 必须根据需求为销售队伍确定销售价格 In times of high demand, group may not maximize revenue 在高需求期间，团体业务可能不是收

11、益最大化 Must evaluate potential group business and either accept the group, make recommendations to improve profitability, or reject the group 收益管理必须评估潜在的团队业务，或者接受团队，做出提高利润的建议；或者回绝团队 Group catering / Total revenue management 团队酒宴/全面收益管理,18,RM ComponentInventory Controls客房控制,Allocation of Group Rooms vs

12、. Transient protected, based on demand 根据需求分配团体房vs.预留散客房 Length of Stay & Room Types 根据房晚长短及房型的需求 Distribution Channel Management 销售渠道管理 Overbooking To improve Sellout Efficiency 超量预订 确保满房率,19,RM ComponentPerformance Measurement 成绩考量,Revenue Per Available Room (RevPAR) 平均单间客房收益 Compared to STLY 与去年同期比较 RevPAR Index 平均单间客房收益指数 Compared to competitors 与竞