Revenue Management Theory And Its Application In China's Hotel Industry And The Advertising Industry

Revenue Management, as a brand-new model and concept of management first established and applied on the field of foreign airlines, has obtained great successes .Yet domestic industries still have not a good hold on Revenue Management as a whole. Based on the analysis and development on the theory and models of Revenue Management, the paper confines the application condition and character of Revenue Management to give a new description of the meaning of the model, and discuss the application and feasibility of Revenue Management in domestic industries.The paper emphasizes the theory of Revenue Management and the application on hotels and advertising. For some reasons our domestic industies have little improvment on application of Revenue Management on hotels and advertising. With opening to WTO, our country faces more and more competitions. How to improve the service level of our domestic industies based on application of Revenue Management is the primary issue of this paper.The paper will give the method to develop the application of Revenue Management on domestic industries by the flow model and structure model, and give the prospect of the application. The aspects of reseach are given as follows:Firstly, tha paper will give the reseach on the contrast and analysis of Revenue Management between domestic industries and overseas industries on hotels, and give the strategy to apply and improve the system of Revenue Management for domestic industries. Secondly, the paper will focus on the model of Revenue Management of advertising. The Revenue Management of advertising has the particularity from the common management, which includes the asset charater, the market charater etc.,which makes more difficult to set up the model of Revenue Management for advertising. Therefore, the paper will give the model based on newsvendor model, and analysis the character of price optimization.Lastly, the paper will give the issue our industries faced and the countermeasures they should carry out.The paper includes three parts with seven chapters. The first include introduction, chapter I, and II, which are the review and summary on the last work. The second includes chapter III,IV,V,VI, which are theprimary innovation part. The innovation includes the model of Revenue Management, the price optimization on decision-making, the construction of Revenue Management on advertising, and the measures our industries should carry out. The last includes chapter VII, which is primary summary the condition of application of Revenue Management on our domestic industries as a whole. Morever, the paper will give the expectation of the application foreground of Revenue Management on some domesticstic industries.