| The yield management theory and the method grew most early from the American domestic aviation industry. This article reviews the yield management development history, thinks that yield management in hotel industry is a kind of fine marketing management way. In the basis of market segmentation and demand forecast, managers of hotel guide the demand using price discrimination, a just the sleeping room structure reasonably, meet the demand of market segmentation respectively, sale the sleeping rooms at possible high price that guests can accept, increase the income of hotel to the greatest extent. The yield management system in hotel industry is an AI mechanism that based on thought and method of yield management and management information system; it is the concrete application form and carrier of yield management in hotel.This article tries to discuss the roads of yield management and seeks usable method in hotel by using the theory of yield management and combining the characteristics of the hotel in China.This article uses the method which the theoretical analysis and the real diagnosis research combine. It analyses the main content of yield management, including, demand forecast, ultra sale, management of VIP, management of seasons, construct of hotel yield management system.. In the demand forecast aspect, this article introduces qualitative methods and quantitative methods, studies season index re-measurement and increase approximation examples. Yield management is according to the differences of demand; three levels of prices discrimination are its foundation, discusses the actual method about determination of discount..Through detailed theoretical analysis and practice research, this article expounds the barrier in yield management from inside and outside of the hotel, and proposes reasonable countermeasure.Yield management is suitable and operable to the hotel industry in China; I expect this article can provide references to hotel yield management in new age. |
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