收益管理学习.pptx

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1、1Presentation Agenda演讲提纲演讲提纲 What is Revenue Management?What is Revenue Management?什么是收益管理？什么是收益管理？Components of Revenue ManagementComponents of Revenue Management收益管理的组成部分收益管理的组成部分第1页/共21页2Revenue Management in Real Life收益管理的运用收益管理的运用第2页/共21页3Necessary Conditions必要条件必要条件 Relatively fixed CapacityRe

2、latively fixed Capacity相对固定的库存量 Time-perishable InventoryTime-perishable Inventory非耐久性产品 Time-variable DemandTime-variable Demand季节性需求量 Appropriate Cost StructureAppropriate Cost Structure合理的成本结构 Segmented MarketSegmented Market市场细分化 Advance BookingAdvance Booking预订第3页/共21页4 What is Revenue Manageme

3、nt?什么是收益管理？什么是收益管理？Selling the right Selling the right PRODUCTPRODUCT for the right for the right PRICEPRICE to the right to the right PEOPLEPEOPLE at at the right the right TIMETIME through the right through the right DISTRIBUTION CHANNELDISTRIBUTION CHANNEL in order to in order to MAXIMIZE REVENUE

4、MAXIMIZE REVENUE for the hotel for the hotel 在适当的在适当的时间时间、通过适当的通过适当的分销渠道分销渠道、以适以适当的当的价格价格、向适当的向适当的客户客户销售适当的销售适当的产品产品，以此以此最大化酒店的收益最大化酒店的收益。第4页/共21页5What is Revenue Management?什么是收益管理？什么是收益管理？什么是收益管理？什么是收益管理？PRODCUT:Room Types,Room Nights,F&B,Meeting PRODCUT:Room Types,Room Nights,F&B,Meeting SpaceSpa

5、ce产品：房型，房晚产品：房型，房晚,餐饮餐饮,会议设施会议设施 PRICE:PRICE:Group,Transient,Wholesale,etcGroup,Transient,Wholesale,etc价格：团队价、散客价、批发价及其他价格：团队价、散客价、批发价及其他 PEOPLE:Corporate,Leisure,etcPEOPLE:Corporate,Leisure,etc 客户：商务客、休闲客及其他客户：商务客、休闲客及其他 TIME:Seasonality,Weekday vs.Weekend,LOSTIME:Seasonality,Weekday vs.Weekend,LOS

6、时间时间:季节性，周中季节性，周中 vs.周末，住客时间长短周末，住客时间长短 DISTRIBUTION CHANNEL DISTRIBUTION CHANNEL 分销渠道分销渠道 Call CenterCall Center电话预订中心电话预订中心 On propertyOn property酒店直接定房酒店直接定房 GDS(Global Distribution System)GDS(Global Distribution System)全球分销系统全球分销系统 BB品牌网站品牌网站 3rd Party Channels(Ctrip,Elong,Expedia)3rd Party Chan

7、nels(Ctrip,Elong,Expedia)第三方渠道（携程、易龙、第三方渠道（携程、易龙、Hotwire）第5页/共21页6Revenue Management Success Stories收益管理成功范例收益管理成功范例American Airlines American Airlines（美国航空公司）$500500 million increase in annual revenue million increase in annual revenue年收入增加五亿美元Marriott Marriott(万豪酒店管理集团）$100100 million increase in

8、annual revenue million increase in annual revenue年收入增加一亿美元National car rental National car rental（全美汽车租赁公司）Turned from the brink of bankruptcy to a company Turned from the brink of bankruptcy to a company growing at a growing at a 20%20%annual rate annual rate由面临破产转而成为年增长率20%的公司第6页/共21页7Components o

9、f Revenue Management 收益管理的组成收益管理的组成1.Competitive Analysis 1.Competitive Analysis 竞争分析竞争分析2.Forecasting2.Forecasting预测预测 3.Pricing 3.Pricing 定价定价 4.Inventory Controls4.Inventory Controls客房控制客房控制5.Performance Measurement 5.Performance Measurement 考核指数考核指数第7页/共21页8RM ComponentCompetitive Analysis 竞争分析竞

10、争分析竞争分析竞争分析 Helps Determine the“Competitive Set”Helps Determine the“Competitive Set”帮助确定帮助确定“竞争对手组竞争对手组”A hotels closest competitors in terms of product,A hotels closest competitors in terms of product,geography,and/or type of business geography,and/or type of business 在产品、地理位置以及在产品、地理位置以及/或客户方面最接近的

11、竞争对手或客户方面最接近的竞争对手Primary and secondary competitive setsPrimary and secondary competitive sets主要竞争对手组以及次要竞争对手组主要竞争对手组以及次要竞争对手组Macro-Level:Determine the value of the hotel in the Macro-Level:Determine the value of the hotel in the overall marketplace based on the product positioningoverall marketplace

12、 based on the product positioning宏观层面：根据产品确定酒店在市场中的定位及价值宏观层面：根据产品确定酒店在市场中的定位及价值Micro-Level:Benchmark performances against Micro-Level:Benchmark performances against competitorscompetitors微观层面：衡量与竞争对手表现差异微观层面：衡量与竞争对手表现差异第8页/共21页9RM ComponentForecasting 预测预测预测预测 Why do we forecast?Why do we forecast?我

13、们为什么要预测？我们为什么要预测？1.1.Determine pricing Determine pricing 确定价格确定价格 Based on UNCONSTRAINED DEMAND Based on UNCONSTRAINED DEMAND 基于基于”无限制的需求无限制的需求”Unconstrained demand=the number of people Unconstrained demand=the number of people who would have stayed at the hotel if it had an who would have stayed at

14、 the hotel if it had an infinite number of rooms.infinite number of rooms.无限制需求无限制需求=假设酒店无房间数限制情况下的住店客假设酒店无房间数限制情况下的住店客人数人数 Must measure unconstrained demand to determine Must measure unconstrained demand to determine price sensitivity of the customer.All customers price sensitivity of the customer.

15、All customers have different price sensitivities based on product,have different price sensitivities based on product,market,and individual needs.market,and individual needs.必须通过衡量无限制的需求来了解客人的价格敏感度。必须通过衡量无限制的需求来了解客人的价格敏感度。所有客人都有不同的价格敏感度，这取决于产品、市所有客人都有不同的价格敏感度，这取决于产品、市场与个人需求。场与个人需求。第9页/共21页10Forecast

16、ing (contd)预测预测预测预测 Higher demand=Higher price(Supply and Higher demand=Higher price(Supply and Demand economics),but must consider price Demand economics),but must consider price sensitivity as well.sensitivity as well.需求增加需求增加=价格抬升价格抬升（供求经济学（供求经济学)，但也必须考虑，但也必须考虑价格敏感度。价格敏感度。Capture desirable demand

17、 and reject undesirable Capture desirable demand and reject undesirable demand in order to maximize revenue and profit demand in order to maximize revenue and profit for all time.for all time.满足理想的需求，回绝不理想的需求来最大化每时每满足理想的需求，回绝不理想的需求来最大化每时每刻的收益和利润。刻的收益和利润。Room nightsRoom nights are perishable commodit

18、ies.You only are perishable commodities.You only get one chance to sell a hotel room for a given get one chance to sell a hotel room for a given night.If you dont sell it,the opportunity is gone night.If you dont sell it,the opportunity is gone forever.forever.客房是客房是“非耐久性非耐久性”商品。你只能在特定的一个晚上商品。你只能在特定

19、的一个晚上销售某间客房。如果届时你没有卖出它，这永远失去销售某间客房。如果届时你没有卖出它，这永远失去了卖出机会。了卖出机会。第10页/共21页11Forecasting (contd)预测预测 Example:If you had one room to sell and two Example:If you had one room to sell and two people who wanted to rent it(one would pay people who wanted to rent it(one would pay$100;the other,$200),who woul

20、d you give it$100;the other,$200),who would you give it to?to?例如例如:如果你有一间客房要出售，有两个人想要如果你有一间客房要出售，有两个人想要（一个人愿意付（一个人愿意付$100；另一个人愿意付；另一个人愿意付$200），），你会出售给谁？你会出售给谁？Forecasting unconstrained demand helps the Forecasting unconstrained demand helps the hotel know which people to take in order to hotel know

21、which people to take in order to maximize revenue.maximize revenue.预测预测“无限制需求无限制需求”帮助酒店了解接受哪些客人帮助酒店了解接受哪些客人可以最大化收益。可以最大化收益。第11页/共21页12Forecasting (contd)预测预测预测预测 Why do we forecast(Cont.)?Why do we forecast(Cont.)?我们为什么要预测（继续）？我们为什么要预测（继续）？2 2。Help operations serve guests betterHelp operations serve

22、 guests better帮助酒店各运营部门更好地服务客人帮助酒店各运营部门更好地服务客人 By knowing how many rooms we are going to sell,By knowing how many rooms we are going to sell,housekeeping,front office,food and beverage,and other housekeeping,front office,food and beverage,and other operating departments are able to staff more effect

23、ively operating departments are able to staff more effectively and efficiently.and efficiently.知道我们将出售多少客房可以让客房部、前台、餐饮部以及知道我们将出售多少客房可以让客房部、前台、餐饮部以及其他部门更有效地分配员工。其他部门更有效地分配员工。Forecasts are one way that investors measure the value Forecasts are one way that investors measure the value of the company be

24、cause they show whether the company of the company because they show whether the company has a“handle”on its business.has a“handle”on its business.预测是投资者考量公司价值的方法之一，因为预测可以显示预测是投资者考量公司价值的方法之一，因为预测可以显示公司是否能够掌控其业务。公司是否能够掌控其业务。第12页/共21页13Forecasting (contd)预测预测How do we create our forecasts?How do we cr

25、eate our forecasts?我们如何建立预测？我们如何建立预测？Based on history Based on history 根据历史根据历史Based on trends in the economy and marketBased on trends in the economy and market根据经济和市场趋势根据经济和市场趋势Based on future outlookBased on future outlook根据对未来的展望根据对未来的展望第13页/共21页14RM ComponentPricing for Transient Business散客定价散客

26、定价散客定价散客定价 Based on Unconstrained Demand Based on Unconstrained Demand 根据根据“无限制需求无限制需求”This means we price differently not only based on when This means we price differently not only based on when guests arrive,but also on how long they stayguests arrive,but also on how long they stay我们不但根据客人到达时间，也根

27、据停留时间长短进行定价我们不但根据客人到达时间，也根据停留时间长短进行定价 It is possible to have a different price for 1,2,3,4,5,6,It is possible to have a different price for 1,2,3,4,5,6,and 7+night lengths of stay,based on demandand 7+night lengths of stay,based on demand根据实际需求，对于根据实际需求，对于17晚等不同停留时间可以有不同的价格晚等不同停留时间可以有不同的价格 This appr

28、oach ensures that we maximize revenue not only This approach ensures that we maximize revenue not only for a particular high-demand day,but also for all other for a particular high-demand day,but also for all other time periods.time periods.这一方法确保我们不但在高需求日，也在其余时段收益最大这一方法确保我们不但在高需求日，也在其余时段收益最大化。化。Bes

29、t Available Rates(BAR)are quoted to customers who Best Available Rates(BAR)are quoted to customers who do not qualify for a specific discount or group rate do not qualify for a specific discount or group rate 我们向无法享受折扣价的客人提供最优门市价我们向无法享受折扣价的客人提供最优门市价第14页/共21页15RM ComponentPricing for Transient Busine

30、ss散客业务定价散客业务定价散客业务定价散客业务定价 Negotiated accounts Negotiated accounts 协议客户协议客户Global&LocalGlobal&Local全球和地区客户全球和地区客户Pricing based on volume,placement of business Pricing based on volume,placement of business(months and days of week),and market share(months and days of week),and market share根据数量、业务安排（月份

31、以及一周天数）、市场份额进根据数量、业务安排（月份以及一周天数）、市场份额进行定价行定价 Value added packaging(e.g.Romance Package)Value added packaging(e.g.Romance Package)套餐产品（例如：浪漫套餐）套餐产品（例如：浪漫套餐）Premium accommodation pricing(e.g.Executive Floor)Premium accommodation pricing(e.g.Executive Floor)Premium定价定价（例如：行政楼层（例如：行政楼层)Other discount pr

32、icingOther discount pricing其它优惠定价其它优惠定价Advance purchaseAdvance purchase提前购买提前购买第15页/共21页16RM ComponentPricing for Group Business团体业务定价团体业务定价团体业务定价团体业务定价 Must ensure an optimum mix of group and transient sales Must ensure an optimum mix of group and transient sales in order to maximize revenuein orde

33、r to maximize revenue必须确定一个最优的团队与散客比例来最大化收益必须确定一个最优的团队与散客比例来最大化收益 Must determine selling rates for the sales team based on Must determine selling rates for the sales team based on demanddemand必须根据需求为销售队伍确定销售价格必须根据需求为销售队伍确定销售价格 In times of high demand,group may not maximize revenue In times of high d

34、emand,group may not maximize revenue 在高需求期间，团体业务可能不是收益最大化在高需求期间，团体业务可能不是收益最大化 Must evaluate potential group business and either accept Must evaluate potential group business and either accept the group,make recommendations to improve profitability,the group,make recommendations to improve profitabil

35、ity,or reject the groupor reject the group收益管理必须评估潜在的团队业务，或者接受团队，做出提高收益管理必须评估潜在的团队业务，或者接受团队，做出提高利润的建议；或者回绝团队利润的建议；或者回绝团队 Group catering/Total revenue managementGroup catering/Total revenue management团队酒宴团队酒宴/全面收益管理全面收益管理第16页/共21页17RM ComponentInventory Controls客房控制客房控制客房控制客房控制 Allocation of Group Ro

36、oms vs.Transient Allocation of Group Rooms vs.Transient protected,based on demandprotected,based on demand 根据需求分配团体房根据需求分配团体房vs.预留散客房预留散客房 Length of Stay&Room TypesLength of Stay&Room Types根据房晚长短及房型的需求根据房晚长短及房型的需求 Distribution Channel ManagementDistribution Channel Management销售渠道管理销售渠道管理 Overbooking

37、 To improve Sellout EfficiencyOverbooking To improve Sellout Efficiency超量预订超量预订 确保满房率确保满房率 第17页/共21页18RM ComponentPerformance Measurement 成绩考量成绩考量 Revenue Per Available Room(RevPAR)Revenue Per Available Room(RevPAR)平均单间客房收益平均单间客房收益Compared to STLYCompared to STLY与去年同期比较与去年同期比较 RevPAR IndexRevPAR Ind

38、ex平均单间客房收益指数平均单间客房收益指数Compared to competitorsCompared to competitors与竞争对手比较与竞争对手比较 Forecast AccuracyForecast Accuracy预测准确性预测准确性 如果预测不准确如果预测不准确(+/-3%)，很有可，很有可能你的酒店会错过收益机会能你的酒店会错过收益机会第18页/共21页19Can Revenue Management Work in China?收益管理在中国的可行性？收益管理在中国的可行性？International Hotel Company ModelInternational Hotel Company Model国际管理集团的模式 Organizational setupOrganizational setup组织结构第19页/共21页20谢谢谢谢!第20页/共21页21感谢您的观看。第21页/共21页