差别定价法在酒店营销管理中的应用

The Application of Price Discrimination in Hotel Marketing Management

摘要: 近年来旅游和休闲业发展迅速，酒店业作为其中竞争较为激烈的行业，具有收益管理的特征，其营销策略的选择对于酒店提高行业竞争力至关重要。本文选取亚朵酒店为案例进行分析，阐述了酒店业营销管理中差别定价法在客房产品销售中的实际应用，以收益管理和价格决策的概念理解为理论基础，分析差别定价法在顾客、产品、地理位置、时间四个方面的应用体现，以此为依据提出了相应的差别定价策略，为酒店客房产品的销售提供一定对策和建议。

Abstract: In recent years, the tourism and leisure industry have developed rapidly. The hotel industry, as a competitive industry, has the characteristics of revenue management. The choice of its marketing strategy is very important for the hotel to improve the competitiveness of the industry. This paper selects Atour Hotel as a case to analyze, expounds the practical application of differential pricing method in the sales of room products in the marketing management of hotel industry, takes the concept understanding of revenue management and price decision as the theoretical basis, analyzes the application of differential pricing method in the four aspects of customer, product, geographical location and time, and puts forward the corresponding differential pricing strategy on this basis, and provide some countermeasures and suggestions for the sales of hotel room products.