me asked in 社會與文化語言 · 1 decade ago

英文專題 救命.....20點

這一大串要我老命 請高手救救我 直翻的勿來亂

文中YM = 收益管理

Thirdly, forecasts and target market occupancies are then used to make decisions about whether to accept reservations or not. But the lead time of market segments is known to vary. An early booking for a single night midweek may block out a later request for a three or four night stay at a higher rate (or even a lower rate). The booking of consecutive nights is a main difference between yield management in hotels when compared with airlines. Block bookings that span more than one rate structure is referred to as 'displacement'. It creates significant challenges for effective hotel yield management and means that occupancy has to be managed as much as price. Understanding displacement effects is a key way in which YM is different to previous hotel reservations practice. Kimes9 in discussing the current state of yield management identifies 'three unresolved issues'. This concept of block booking space is one of them since 'most hotel yield management systems do not adequately account for groups and other long-term business such as wholesalers'.

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  • 1 decade ago
    Best Answer

    翻了一下, 你參考參考

    Thirdly, forecasts and target market occupancies are then used to make decisions about whether to accept reservations or not. But the lead time of market segments is known to vary.

    第三, 需求預測及目標市場佔有率可被用來做為是否接受預定的決策依據. 但我們都知道這種市場區隔的前置時間常常在變.

    An early booking for a single night midweek may block out a later request for a three or four night stay at a higher rate (or even a lower rate). The booking of consecutive nights is a main difference between yield management in hotels when compared with airlines.

    一個客人較早預訂在某非假日中一晚的訂房, 會阻礙了另一客人想用高一點的價位 (或甚至是低一點的價格) 來預訂連續三或四晚的訂房. 比起航空公司, 對飯店業者的收益管理來說, 連續數晚的訂房是很重要的不同.

    Block bookings that span more than one rate structure is referred to as 'displacement'. It creates significant challenges for effective hotel yield management and means that occupancy has to be managed as much as price. Understanding displacement effects is a key way in which YM is different to previous hotel reservations practice.

    這種跨越房價表的大量訂房被稱為 “替換”. 這對於有效的飯店收益管理產生了極大的挑戰, 也同時表示住房率必須像房價一樣的被妥善管理. 我們要知道, 替換效應就是收益管理與早期飯店訂房作業不同的關鍵方法.

    Kimes9 in discussing the current state of yield management identifies 'three unresolved issues'. This concept of block booking space is one of them since 'most hotel yield management systems do not adequately account for groups and other long-term business such as wholesalers'.

    Kimes(註9) 在討論收益管理的現況中指出了 “三件未解決的問題”. 這種阻礙訂房空間的觀念就是其中一項, 因為 ”大部分的飯店收益管理系統並未充分的考慮團體業務以及其他像大量批發的長期業務”.

    2008-12-06 02:18:42 補充:

    你似乎已把前兩段的發問移除, 不知道是否已解決?

    2008-12-06 03:25:55 補充:

    第一篇... 你參考參考

    本收益管理分析指出某些重要的問題:

    首先, 太過於強調利用售價來達成營收最大化. 但事實上這是一個兩個變數的函數 – 住房率與房價變化. 許多收益管理文獻很容易著重於售價因素而犧牲掉佔有率, 而後者其實是前者主要的函數. 這大概是因為它們將收益管理應用於航空業的緣故. 但, 與飛機航班座位不同, 房間卻是除了價格之外, 還可以依據一些準則來區分其差異性的, 比如說說它們的室內設施, 或它們的所在地點等等.

    2008-12-06 03:29:02 補充:

    第二篇... 你參考參考

    其次, 還有一點很重要的是, 收益管理不僅可以預測總體需求, 還可以更進一步的預測各市場區塊的需求. 這是在文獻中收益管理很容易被忽略或極少提及的重要觀點.

    Jauncey等人(註7) 的九項資料來源關鍵字分析似乎是說沒有任何市場區格的參考案例. 但這不像我們所知的 Orkin (註8) 在1988年就強調收益管理不只是簡單的調整總體需求預測, 而是要去探討 "怎樣的市場區塊組合會為我們帶來最大的收益?" 這類的問題.

    2008-12-06 03:29:29 補充:

    第二篇最後段...

    業界早已經認可收益管理中的這項要點, 但實際施行者卻少之又少 (註6). 因此, 價格是經由需求預測的數據分析來決定的. 而需求預測往往被先使用在設立每個市場區塊的目標佔有率. 這種收益管理的論點很容易在文獻中被忽略. 部分原因就是沒有去考慮收益管理在市場區格決策上所扮演角色.

  • 1 decade ago

    管理者移除 SORRY

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