The Research On Princing Strategy Of Economy Hotel Revenue Management

When enterprise managers want to make reasonable prices, or adjust prices, they will always face with a headache problem which is what kind of price can not only bring to the enterprise profit, but also can make consumers'satisfactions and consumers'loyalty. Otherwise may loss the customers. Concerned pricing for economy hotels have 3 kinds:unchanged prices, the lower prices, rising prices. Unchanged prices and lower prices is good for consumers and will not cause the lower price justice, While no matter what kinds of reasons, rising prices are bad for consumers, they will certainly be unhappy or even have negative emotions. But generally consumers will find a reasonable explanation to support their behaviors which need to pay more money, so the price fairness problem is created. Based on two reverse Angle of price justice and the follow-up consumers'behavioral intention, this paper want to study revenue management pricing strategy for economy hotels. On the basis of study, this paper gives advice for economy hotel managers in order to keep hotels'profits and consumers'satisfactions.Firstly, through theoretical review and qualitative investigation and the careful research on the literature of budget hotel and combining the current marketing background, the paper enumerates customer acceptable factors for economy hotel rising prices. In addition, this paper also takes the focus group meeting method and collects a total of listing 15 indicators; And does the to questionnaire survey on accommodation tourists who attended Shanghai world expo and economy hotel guests fin Shanghai.Secondly, to use SPSS 11.0 to do factor analysis about consumers acceptable rising prices factors, and picking up the three key factors; On this basis, to do correlation analysis and linear regression analysis between the three factors and price fairness; Further to study the relationships between price justice and consumers'behavioral intention, thus to understand consumers perceive behavior after they fell the lower price justice for economy hotel managers in the later work.Finally, to do some interviews on economy hotel in Shanghai in order to acquire the first hand hotel information, then to validate that my paper's conclusion is correct and practical. Through the above research, this paper presents managers of economy hotels need to take some additional marketing measures, namely the integration solutions, and increase the service, in order to raise prices fairness.