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论文编号：	1806
作者编号：	031836
上传时间：	2010/5/12 14:51:36
中文题目：	基于收益管理的饭店产品定价体系研究
英文题目：	pricing system　　yield management　　hotel product
指导老师：	徐虹
中文关键字：	定价体系　　收益管理　　饭店产品　　顾客价值　　博弈
英文关键字：	pricing system　　yield management　　hotel product
中文摘要：	价格是企业经营活动中最为敏感也是最为重要的因素之一，价格制定的成功与否直接关系着企业经营效益的高低。当前我国饭店业采取的主要定价方法有成本导向定价法、需求导向定价法和竞争导向定价法，这些定价方法虽各有优点，但都忽略了饭店产品的价值所在，忽略了顾客价值，无益于饭店收益最大化的实现。 本文以收益管理为理论基础，借鉴顾客价值理论和博弈论思想，从饭店产品定价的特点出发，综合考虑饭店产品不同时段的价值所在、产品销售时双方的信息沟通情况、顾客对产品价值的感知变化等因素，系统、深入地分析了饭店产品定价的各种影响因素，构建了饭店产品的定价体系。 文章首先分析了当前我国饭店的经营情况和产品的价格水平，回顾了收益管理理论的研究进展，并就本文的研究方法、行文框架和创新点进行了阐述；继而对本文所牵涉到的主要概念和内涵进行了科学的界定，并系统地介绍了本研究所借鉴的相关理论；在分析饭店产品定价特点的基础上，笔者深刻剖析了当前我国饭店主要定价方法的不足，并创造性地提出把收益管理理论引入饭店品定价中去，构建了基于收益管理的饭店产品定价体系；并就体系中的内部系统和外在博弈两方面因素进行系统地分析和说明；论文的最后对全文进行了总结，说明基于收益管理的饭店产品定价体系是以收益管理理论为指导，借鉴顾客价值论、博弈论思想，综合考虑了产品自身、竞争者、购买方对饭店产品定价的影响，是一套全新的定价体系，它的创立能为我国饭店企业的产品定价提供一个良好的理论基础和强有力的指导。
英文摘要：	Price is one of the most sensitive and important elements in businesses. Currently, the major pricing methods in hotels are cost-oriented, demand-oriented and competition-oriented. However, these methods ignore the values of hotel products and customers’ perceptions; they can do nothing to maximize the hotel income. Reviewing the customer value theory and Game theory, the dissertation develops a pricing system of hotel product by exploring the values of hotel products at different periods, the message transmission during transactions and how customers’ perception vary, based on the yield management theory. Firstly, the dissertation analyzes the operation states and price level of Chinese hotels, views the evolution of yield management and exposits the researching structure, method as well as the points of innovation. Secondly, the author scientifically defines the main conceptions, such as hotel product, price and yield management, and introduces some correlative theories. By analyzing the disadvantages of current pricing methods in hospitality, the dissertation develops the pricing system of hotel product based on yield management, creatively put forward the intension of hotel product pricing from the perspective of the yield management, and discusses the internal mechanism and external elements of the pricing system into details. In the last part, the dissertation makes an conclusion that the pricing system of hotel product is a totally new pricing system guided by the yield management theory, the customer value theory and Game theory, considering the impacts from products, customers and competitors, and can guide the hotel product pricing to a certain extent.
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