revenue management is about … 收益管理的意思是
DESCRIPTION
Revenue Management is about … 收益管理的意思是. Outline – 概要 Introduction – 导论 Definition – 定义 Methodology – 方法 Recommendations – 建议 Conclusion – 结论. Introduction – 导论 Objective – 目标 : Integrate RM analysis and decision into hotel operations management. – 将收益管理分析决策 与酒店经营管理相结合. - PowerPoint PPT PresentationTRANSCRIPT
Revenue Management Revenue Management is about …is about …
收益管理的意思是收益管理的意思是
23/4/20, Revenue Management – Kadi JIANG1
Outline – 概要
•Introduction – 导论
•Definition – 定义
•Methodology – 方法
•Recommendations – 建议
•Conclusion – 结论
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Introduction – 导论
Objective – 目标 :
Integrate RM analysis and decision into hotel operations management.
– 将收益管理分析决策与酒店经营管理相结合
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Definition – 定义
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CAGR 11_15 2008 % of Ram Rn酒店 2009 % of Ram Rn酒店 2010 % of Ram Rn酒店China - 中国 9.51% 33.79% 38.34% 54.29%Taiwan Province of China - 台湾 4.79% 7.78% 6.25% 4.40%Hong Kong SAR - 香客 4.38% 7.82% 6.54% 4.13%Singapore - i新加坡 4.25% 1.55% 1.68% 1.36%Russia- 俄罗斯 4.22% 0.23% 0.25% 0.21%SKorea- 韩国 4.14%United States - 美国 2.72% 8.23% 4.59% 3.93%Canada - 加拿大 2.39% 0.95% 1.41% 5.24%France - 法国 1.91% 0.80% 1.07% 0.83%Japan - 日本 1.77% 10.99% 10.45% 7.56%Germany - 德国 1.77% 1.71% 3.42% 2.28%Spain - 西班牙 1.75% 0.79% 2.75% 1.91%Italy - 意大利 1.27% 2.03% 4.13% 2.52%
Right CustomerRight Customer售卖给合适的客户售卖给合适的客户
?
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顾客终生价值
= 顾客终生价值= 顾客收益= 顾客消费成本= 顾客= 时间段( t=0,1,2 )(t=0)= 当日= 顾客忠诚度= 兴趣率
现有价值 未来价值
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麦肯锡模型竞争者分析模型
顾客 企业 竞争对手 协作者 配合人
市场细分 目标市场选择 产品和服务定位制造价值
捕捉价值
持续价值
卖方市场 买方市场
产品及服务 地点及渠道 促销 劳动力 地点及位置 产品
价格
开发新客户 顾客忠诚度
利润23/4/20 , Revenue Management – Kadi JIANG6’’
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WholesalerWholesaler旅游批发商旅游批发商
Brand Brand WebsiteWebsite酒店网站酒店网站
Travel Travel AgentAgent旅行社旅行社
CROCRO订房中心订房中心
GDS GDS 全球分销全球分销
系统系统
Searching Searching EngineEngine
搜索引擎搜索引擎百度,去哪百度,去哪
OTAOTA携程,艺携程,艺
龙龙
ReservatiReservation/FOon/FO
预订部,预订部,前台前台
$250 $250 $250 $250 $250
$243 $237 $225 $187 $236
Hotel酒店
Customer客人
品牌预订中心
www.xxxhotels.com第三方订房网站
www.expedia.com
旅游网站
转换平台 .GDS
酒店网站
Right ChannelRight Channel通过合适的渠道通过合适的渠道
?
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Right TimeRight Time在合适的时间在合适的时间
?
Applying RM – 应得到的收益回报值 ,
during the last 50 days – 在过去的 50 天中 :
445’000 RMB…
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+Right PriceRight Price以合适的价格以合适的价格
?
Data数据收集
与分析 Forecast预测
Inventory房量管理
Price定价
Channel渠道
Reports报告 & 影响
Methodology – 方法
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Competition – 竞争
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Job Number: 7340551 Staff: Kadi Jiang Created: May 13, 2013 Currency: CNY - Chinese Yuan Renminbi
DateIndex (MPI)
Index (ARI)
Index (RGI)
My Prop Comp Set My Prop Comp Set My Prop Comp Set My Prop Comp Set My Prop Comp Set My Prop Comp SetTotal May 2011Total Jun 2011 44.5 1,025.56 455.89Total Jul 2011 43.8 1,018.86 446.68
Total Aug 2011 39.2 975.36 382.27Total Sep 2011 13.0 49.7 26.1 918.99 971.92 94.6 119.25 482.80 24.7Total Oct 2011 27.5 56.7 48.6 1,424.84 1,553.09 91.7 392.42 880.42 44.6Total Nov 2011 39.9 75.0 53.2 861.52 1,053.74 81.8 343.98 790.80 43.5Total Dec 2011 43.6 61.8 70.6 712.48 893.19 79.8 310.58 551.72 56.3Total Jan 2012 29.9 47.0 63.6 602.27 869.01 69.3 180.21 408.74 44.1Total Feb 2012 37.7 65.1 57.9 736.12 912.28 80.7 277.25 593.50 46.7Total Mar 2012 56.2 72.9 77.0 755.82 977.08 77.4 424.40 712.60 59.6Total Apr 2012 57.3 66.6 86.1 1,164.71 1,471.79 79.1 667.86 980.07 68.1
Total May 2012 51.1 64.4 27.2 79.4 798.90 1,020.87 -13.9 78.3 408.40 657.64 9.5 62.1Total Jun 2012 50.4 63.2 40.6 79.9 674.65 929.34 -9.1 72.6 340.36 587.12 27.8 58.0Total Jul 2012 61.0 62.6 44.3 97.4 646.39 909.88 -10.9 71.0 394.07 569.70 28.5 69.2
Total Aug 2012 54.4 57.2 44.7 95.0 642.04 901.01 -6.7 71.3 349.00 515.42 35.0 67.7Total Sep 2012 54.1 61.5 295.0 26.0 88.0 680.14 920.31 -25.4 -5.0 73.9 367.82 565.69 194.6 19.6 65.0Total Oct 2012 66.2 65.1 134.0 7.4 101.6 1,109.60 1,386.15 -23.9 -12.9 80.0 734.56 902.93 78.1 -6.4 81.4Total Nov 2012 74.8 80.7 82.2 9.6 92.7 807.40 976.33 -6.4 -1.4 82.7 603.93 788.02 70.5 8.0 76.6Total Dec 2012 66.7 68.8 56.8 15.8 96.9 668.45 875.97 -0.9 -1.8 76.3 445.76 602.68 55.4 13.8 74.0Total Jan 2013 65.4 70.6 122.8 49.6 92.7 668.03 854.03 11.5 -1.5 78.2 437.04 602.86 148.4 47.3 72.5Total Feb 2013 51.8 52.6 28.8 -22.4 98.4 644.86 800.18 -13.3 -12.9 80.6 333.76 420.99 11.7 -32.4 79.3Total Mar 2013 76.2 83.5 37.5 17.1 91.3 773.18 903.98 3.3 -7.3 85.5 588.93 754.54 42.1 8.5 78.1Total Apr 2013 71.4 74.0 22.9 9.9 96.5 1,137.63 1,356.73 -4.0 -8.7 83.9 812.18 1,003.99 18.0 0.3 80.9
Period 51.8 61.8 83.7 814.06 1,033.71 78.8 421.56 639.32 65.9
This Year % Chg
Occupancy
This Year % Chg
ADR
This Year % Chg
RevPAR
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远程环境
经济 制度 社会文化 科技技术 生态环境项目环境
顾客 供应商 竞争者 调节者
产业环境 / 产业细分
豪华 高级 中档 预算 经济公司环境
主要竞争者功能环境
经济环境,市场环境,人力资源情况,管理情况,经营情况
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结合决策者的经验、逻辑思考和直觉,在量化分析的基础上所进行的未来需求推测。
What is Forecasting: combination of decision maker’s experience, logical thinking and intuition, based on quantities analysis,
and estimation of future demand.
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Room Demand: estimating the future客房需求量:对于将来的预测
• Hold regular meetings – 定期召开会议 • Everyone must take responsibility of revenue
management – 每个员工都应承担起收益管理的责任 • Differentiate rates – 设定不同价格 • Maximize your rates – 使您的价格最大化• Carry out regular competitor rate checks
– 密切注意竞争对手的价格动态
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Recommendations - 建议
Strategy – 战略
D 6 5 4 3 2 1Q/T (160/53) 500 580 660 740 820 900D (143) 580 660 740 820 900 980EK (57) 780 860 940 1020 1100 1180SD (30) 1080 1160 1240 1320 1400 1480
Low淡季
Shoulder平季
Peak旺季
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Food for thoughts
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• F&B 餐饮
• OOD-Other Operating Department (SPA, transportation…) 其他营收部门(如 SPA 和租车等)
• GOPPAR (Gross Operating Profit Per Available Room) 每间可售房的经营利润
Conclusion
结论
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RM=收益管理
Thank you
多谢
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