Based On Customer Choice Behavior Of Network Reservation Booking Control Research

With the increasing development of the Internet economy, ordering meal through the Internet h as become more and more popular among young people. However, how to make reasonable seat reservations control policy to maximize revenue in online restaurants is a topic of common concern in business and academic circles. One of the core problem in RRM is the capacity allocation of restaurant seats (or table) under uncertain circumstance. The goal of traditional seat (or table) allocation is to enhance for Improve the rate of turn tables, however, due to raise the level of living standard and to consume the high-quality demand Raise turnover rate to increase profit of improving effect is not good. At present, many Catering enterprises are changing the traditional operation mode, To segment the market demand making limited seat(or table)allocation can be assigned to the online booking of larger marginal contribution ratein order to achieve the goal of improve the expected return. Revenue management has been widely used in the civil aviation passenger transport, container shipping industry, hotel industry and has achieved significant benefits, Commonly used to forecast demand, capacity allocation, differential pricing and other means to obtain the maximum benefit.Compared with the civil aviation passenger transport, container shipping, hotels industry, RM practice now has not been widely used in the catering industry, and the RM studies are relatively few. As a service industry, Restaurant Enterprise industry has the typical characteristics for the application of RM, Such as relatively fixed Seats and service capacity in a period of time, seats (or tables) are the "inventory" that have strong timeliness, namely perishability; advance booking; stochastic but segmentable demand, customer needs can be classified; high fixed costs and lower marginal costs and so on.Since online booking is different from catering reservation, it has its own characteristics, such as much of the information in the network and convenient booking, causing the customers’booking choice behavior. Taking into account the characteristics of Customer Choice Behavior, using section function to characterize the customer’s choice behavior in the online booking. All above is the basic context for this paper, which firstly studies the optimal dynamic booking control problem with customer demand influences by the remaining seat number based on stochastic demand. It assumes that the demand of customer follows a homogeneous Poisson process, while customer make a booking decision, the probability of reservation is impacted by the remaining seat number. The stochastic dynamic programming model is established to how to allocate the restaurant of capacity. By constructing a stochastic dynamic programming model, so that catering’s decision-makers made the scientific and timeliness decision-making; While increasing customer satisfaction and to some extent reduce the actual or opportunity losses. By analyzing the property of the model, this paper shows that expected returns increases firstly and then decreases with the increase of remain available seat under given the state of remaining time, and the optimal control strategy of online booking provides the scientific theory for how to make a rational decision to seats reservation in online restaurant. Further by a numerical example model conclusions have proved the model and methods can effectively direct the online catering, implement allocation decision and consequently lift the seat marginal contribution rate and the revenue level of the online booking. Then,this paper was studied the dynamic capacity allocation of online restaurant two-dimensional revenue management with customer demand influences by the remaining seat number based on stochastic demand. It assumes that the demand of customer follows a homogeneous Poisson process, while customer make a booking decision, the probability of reservation is impacted by the remaining seat number. The stochastic dynamic programming model is established to how to allocate the restaurant of capacity. By analyzing the property of the model, the two-dimensional problem is decomposed into one-dimensional problems and the model is solved, and then drawn the optimal reservation control strategy in order to maximize revenue from online booking by clients. As customer demand influences by the remaining seat number, this paper shows that expected returns is not necessarily monotonic in the case of two-dimensional capacity.