Research Of Revenue Management On Hotels And Application On The Sheraton Chengdu Lido Hotel

With the development of China tourism industry, the hotel industry, which has transformed from the traditionally plan-decisive type to the international, marketing-oriented one, has been promoted greatly. Nowadays, tourism and hotel industries have become a new point of growth of the national economy. However, we cannot be optimistic about the profits this business brings us. The surplus of the hotel rooms, the increasing pressure of withdrawing its investment and the buyer-dominated market from the seller-oriented intensify the competition among hotels . After entry to WTO, the hotel industry in our country will develop faster with the foreign capitals, and the competition will be strengthened. Therefore, it has great practical value to fasten the application research of the theories and practices in hotel revenue management, to establish the modern and scientific management based on the "revenue management centered concept that allows two-win benefits", and to improve the level of hotel service as well as its competitiveness.This essay firstly elaborates the notions, evolution, fundamental principles of the revenue management. Then, it analyzes the trading characteristics and its practical value with the revenue management theory. In addition, it makes a comparison on the operating features between the current hotel management and the revenue management, and presents that the revenue rate is the primary measurement for hotel operation level.Secondly, it concludes a brief introduction of Tianfu Lido sheraton Hotel and a further analysis on the necessary revenue management. The aspects of reseach are given as follows.the countinous growth of china economy,entry to WTO,deveIopment oftourism industry,westward empoloder,exhibition industry and sheraton Chengdu Lido Hotel Starwood Preferred Guest,Starwood care,Six Sigma.Finally, this essay holds that Tianfu sheraton Hotel can realize revenue management through the following seven modes: demand forecasting,overbooking,room allocation control and pricing,duration control,team management, seasonal management. The paper emphasizes the strategies and practices must get support from predicting technologies, a predicting mode has been suggested given the long-term and short-term elements. ;overbooking may make the best of rooms and decrease the possibilities of the loss of the occupancy rate;room allocation control and pricing by adopting differentiating rating system instead of average rating one greater benefits can be achieved; room allocation: the optimized dynamic mode is given to solve the problem of room allocation.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 .Hotel is one of the most important research and application area of revenue management. 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.