Revenue Management In Hotel Industry Research

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, ajust 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 dicuss 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 industry 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 market segmentation, demand forecast, price establishment, control of sleeping room structure, ultra sale, management of VIP, management of seasons, construct of hotel yield management system and evaluation of effect. In the market segmentation aspect, this article elaborates the quantitative methods of market segmentation, describes the characteristics of market segmentation. In the demand forecast aspect, this article introduces qualitative methods and quantitative methods, studies season index pre-measurement and increase approximation by examples. In the price establishment aspect, it discusses the price establishment method based on differences of demand using theory of price discrimination, offers that the price establishment method in hotel 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. In the control of sleeping room structure aspect, it points out that two classification methods can be used—hard classification method and soft classification...