基于收益管理视角的高星级酒店客房营销研究——以昆山H酒店为例  

Research on the Room Marketing of High-Star Hotel from a Revenue Management Perspective—Taking Kunshan H Hotel as an Example

作　　者：郑怡清 白天宇 

机构地区：[1]上海旅游高等专科学校酒店与烹饪学院,上海 [2]上海师范大学旅游学院,上海

出　　处：《现代管理》2024年第12期3223-3236,共14页Modern Management

摘　　要：文章以收益管理理论为基础,将昆山H酒店作为案例研究对象,分析其收益数据、策略和客房营销问题,得出该酒店存在的问题为出租率和平均房价偏低、细分市场需求不平衡、房型设置和定价策略不合理等三个问题,提出应该拓宽销售途径吸引潜在顾客、重视线上客房营销、调整房型结构及定价策略等三项优化方案。Based on revenue management theory, this article takes Kunshan H Hotel as a case study, analyzes its actual revenue data, strategies, and identifies its three main problems: room marketing issues, low occupancy rates and average room rates, imbalanced demand in segmented markets, and unreasonable room types and pricing strategies. It concludes that the hotel should expand sales channels to attract potential customers, emphasize on online room marketing, and adjust room type structure and pricing strategies.

关 键 词：收益管理 高星级酒店 客房营销 

分 类 号：F42[经济管理—产业经济]