随着中国旅游市场的快速成长，境外跨国饭店集团抓紧了对中国酒店业的渗透，本土酒店也在不断扩建、新建，中国酒店市场逐步从卖方市场转向买方市场，这导致酒店的客房销售压力增大。本论文在研究过程中发现，金茂三亚希尔顿大酒店客房销售管理存在以下问题:一是未对客人做深入的市场细分;二是没有对不同需求的客人实行客房差别定价;三是在旅游旺季未实行差额预定策略;另外，对于团队客人的预定管理较为粗放。这些问题的存在成为客房收益提高的障碍。本论文应用较为先进的收益管理理论，通过对以上问题的分析，结合金茂三亚希尔顿大酒店的实际情况，从市场细分、需求预测、超额预订、差别定价和会议团队管理等方面进行了探究，并提出了相应的策略和建议，本研究的最终目标是金茂三亚希尔顿大酒店客房收益的最大化。
【关键词】收益管理；酒店；对策
With the rapid growth of China’s tourism market, foreign transnational hotel groups of China hotel industry to permeate, local hotels are constantly expanded and new, Chinese hotel market gradually turns from seller’s market to the buyer’s market, which leads to the hotel’s sales increased pressure. The present paper in the research process, Jinmao Sanya Hilton Hotel room sales management has the following problems: one is to the guests do in-depth market subdivision; two is not on the different needs of guests to execute room differential pricing; three is in the tourist season did not execute variance predetermined strategy; in addition, the team of guests scheduled management more extensive. The existence of these problems become the revenue room raised barrier. In this paper, application of advanced management theory, through the analysis of the above problems, combined with the actual situation of Jinmao Sanya Hilton Hotel, from market fractionize, demand forecast, overbooking, differential pricing and Conference team management are discussed, and put forward the corresponding strategies and suggestions, the ultimate goal of the study is the top Sanya Hilton Hotel rooms to maximize revenue.
[ Key words ] revenue management; hotel; countermeasure
目 录
三、金茂三亚希尔顿大酒店实施客房收益管理的目标及主要策略 4
