饭店客房定价策略分析

泰山学院经济管理系本科毕业论文

饭店客房定价策略分析

——以鲁科88商务饭店为例

姓名：闫慧

学号：2009050008

专业名称市场营销

申请学士学位所属学科管理学

指导教师姓名、职称董玉杰硕士

2011年 4 月 30 日

摘要

饭店的主要收入来自于客房，特别是对于三星级、经济型饭店而言，制定合理的客房价格是关系到饭店经济效益的关键。定价是一种市场营销策略,饭店业定价不仅要考虑需求、供给和成本因素,而且要考虑饭店的地理位置、目标市场、客房标准、提供服务的季节以及和同业竞争等因素。文章通过研究我国饭店客房发展情况，结合国内外饭店的发展，分析了现代饭店在中国发展的市场需求；针对泰安地区依托泰山发展旅游经济的现状，以鲁科88商务饭店为例，从淡旺季角度、市场竞争角度对本区饭店客房进行定价策略分析，并寻求客房定价的最优策略。对于客房定价目前都是各个饭店集团在不断的摸索和试探过程中的经验之谈，理论研究明显滞后于实践，本文的研究将以饭店的客房定价策略为重点。分析了我国饭店在定价过程中遇到的问题，试图探讨一些增加饭店营业收入和利润的定价策略。期望能为饭店的发展和创新贡献一点力量。

关键词：饭店客房；定价策略；客房分配

Abstract

The main income from the hotel rooms, especially for 3-star and economy hotel is concerned, formulate rational price is related to hotel rooms economic efficiency of the key. Pricing is a marketing strategy, the hotel industry pricing should be given not only to demand, supply and cost factors, but also to consider hotel geographic position, target market, hotel standard, providing services season and competition, and other factors. The paper studies the development in China, and in combination with the hotel rooms the development of domestic and international hotel, analyzes the development of modern hotel market demand in China; Taian area for the development of tourism economy on mount tai status quo, to LuKe 88 business hotel, for example, from the Angle of view, market competition subject to hotel rooms in this area for pricing strategy analysis, and seek the optimal strategy rooms pricing. For now are all rooms pricing in the constant hotel group is in the process of exploring and test experience, theoretical research, this paper is slower than the practice of research will to the hotel's rooms pricing strategy for emphasis. Analyzes our country to hotel in pricing problem in the course of trying to explore some increase hotel business revenue and profit pricing strategy. Hope for the development and the innovation of the hotel contribute little power.

Keywords:Hotel guest room; Pricing strategy; Guest room distribution

目录

1引言 (1)

2客房定价的影响因素与定价基础 (1)

2.1 客房定价的影响因素 (1)

2.1.1 供求关系影响 (2)

2.1.2 客人的消费心理 (2)

2.1.3 位置与环境 (2)

2.1.4 服务质量 (2)

2.1.5 行业内竞争 (3)

2.2 饭店客房价格的制定基础 (3)

2.2.1 成本基础 (3)

2.2.2 消费者的支付能力决定需求价格 (4)

2.2.3 市场竞争决定市场成交价格 (4)

2.2.4 准确、及时地进行需求预测 (4)

2.2.5 合理进行超额预定 (5)

2.2.6 加强客房容量控制 (5)

3饭店客房价格制定的策略 (5)

3.1 差异定价策略 (5)

3.2 尾数定价策略 (6)

3.3 分级定等定价策略 (7)

3.4 灵活的折扣策略 (7)

3.5 客房的分配技巧 (7)

3.6 设计饭店亮点，提高整体效应 (8)

4鲁科88商务饭店定价策略分析 (8)

4.1 灵活的折扣策略 (8)

4.2 尾数定价策略 (9)

4.3 分等级定价策略 (9)

5结论 (10)

6参考文献 (12)

7致谢 (13)