多营销渠道模式下H酒店客房销售渠道的选择分析  

Analysis of the Choice of Room Sales’ Channels of H Hotel under Multi-Marketing Channel

作　　者：周世平[1] ZHOU Shi-ping(Guangzhou Railway Polytechnic,Guangzhou 510430,China)

机构地区：[1]广州铁路职业技术学院

出　　处：《运筹与管理》2019年第4期148-154,共7页Operations Research and Management Science

基　　金：中国博士后科学基金面上项目(2017M612833);国家旅游局旅游业青年专家培养计划项目(TYETP201545);广东省教育厅优秀青年教师培养项目(YQ2015209);广东省哲学社会科学“十二五”规划项目(GD13XGL44);广州市哲学社会科学发展“十三五”规划项目(2016GZQN30);广州市高等教育教学改革项目(2017F02);广州市高校创新创业教育重点资助项目(201709T02)

摘　　要：“互联网+酒店管理”背景下,酒店的客房销售渠道从单一向多样化发展,同时,顾客选择何种渠道订购客房服务受价格和非价格等多种因素影响。因此,如何综合考虑多种因素对酒店客房多销售渠道模式进行评价和排序,对提高酒店客房销售收益至关重要。基于此,本文运用层次分析法(Analytic Hierarchy Process,AHP)对酒店客房销售渠道选择进行量化分析,研究其在实际决策中的运用。结果表明:在线旅行社(online travelagent,OTA)的优先级别最高,其次是门市预订、官网预订、酒店APP预订、旅行社、批发商和电话预订。Against the background of "Internet+hotel management",hotel room distribution channels switch from the single to the multiple.Meanwhile,the decision-making process of choosing a right channel to order room service is in uenced by price and non-price factors.Therefore,how to evaluate and rank the multi-channel sales mode of hotel rooms comprehensively considering various factors is very important for improving the revenue of hotel room sales.Based on this,the Analytic Hierarchy Process(AHP)is used to quantify the hotel sales channels and study its application in practical decision-making.The result shows that OTA has the highest priority,followed by store bookings,official website reservations,hotel APP bookings,travel agencies,wholesalers and telephone reservations.

关 键 词：客房销售渠道 互联网+酒店管理 层次分析法 

分 类 号：F270[经济管理—企业管理]