中国的 OTA（Online Travel Agency）经过二十年的快速发展，移动互联网 的到来加速在线预订酒店业务的发展，国内外 OTA 酒店预订市场竞争非常激烈。 由于 OTA 酒店预订具有时效性、不可存储、需求可预测、市场可细分、需求波动 大、容量规模相对固定等特点，基于酒店收益管理的定价策略对酒店的收益至关 重要，定价策略的好坏直接决定了公司的收益状况。因此，使用科学合理的酒店 定价策略对 OTA 和传统酒店的发展都具有重要意义。 本文以 OTA 行业的 X 旅行网为例，运用五力模型对公司的外部竞争环境进行 分析，通过对 X 旅行网基于酒店收益管理的定价策略现状分析，识别出 X 旅行网 酒店定价策略存在的问题，并且根据酒店收益管理理论、定价理论和方法，提出 了建设性的酒店定价策略优化方案，然后针对现有动态定价模型进行优化，在科 学合理的定价的基础上，达到酒店收益最大化。酒店定价策略的理论框架具有普 遍性，促进了 OTA 酒店收益管理和酒店定价策略的健康发展。 关键词，OTA 酒店；OTA 酒店收益管理；OTA 酒店定价策略；酒店动态定价；酒 店定价策略优化III Abstract After 20 years of rapid development in China's OTA, the arrival of the mobile Internet has accelerated the development of online booking of hotel business. The domestic and international OTA hotel booking market is highly competitive. Due to the timeliness of OTA hotel reservations, non-storage, predictable demand, market segmentation, high demand fluctuations, and relatively fixed capacity, the pricing strategy based on hotel revenue management is critical to hotel revenue and pricing strategy is good. Bad directly determines the company's income status. Therefore, the use of scientific and reasonable hotel pricing strategies is of great significance to the development of OTA and traditional hotels. Taking X travel agency of OTA industry as an example, this paper analyzes the company's external competitive environment by using the five-force model. And identifies the existing problems in the pricing strategy of X travel agency hotels by analyzing the current situation of the pricing strategy based on hotel revenue management. According to the hotel revenue management theory, pricing theory and method, this paper proposes a constructive hotel pricing strategy optimization plan, and then optimizes the existing dynamic pricing model to maximize hotel revenue based on scientific and reasonable pricing. The theoretical framework of hotel pricing strategy is universal, which promotes the healthy development of OTA hotel revenue management and hotel pricing strategy. Keywords，OTA hotel; OTA hotel revenue management; OTA hotel pricing strategy; hotel dynamic pricing; hotel pricing strategy optimization目录 致谢...............................................................................................................................................I 摘要..............................................................................................................................................II Abstract ...................................................................................................................................... III 第 1 章 绪论 ................................................................................................................................1 1.1 选题背景 ............................................................................................................................... 1 1.2 研究目的 ............................................................................................................................... 3 1.3 研究意义 ............................................................................................................................... 3 1.4 国内外研究现状.................................................................................................................... 4 1.4.1 国外研究现状 ................................................................................................................. 4 1.4.2 国内研究现状 ................................................................................................................. 6 1.4.3 国内外研究现状评述...................................................................................................... 7 1.5 研究思路与研究方法 ............................................................................................................ 8 1.6 研究内容与解决的问题 ...................................................................................................... 10 1.7 本文创新点 ......................................................................................................................... 11 1.8 本章小结 ............................................................................................................................. 11 第 2 章 酒店收益管理和定价基础理论.................................................................................... 12 2.1 STP 的市场细分理论 ............................................................................................................ 12 2.2 价格策略 ............................................................................................................................. 13 2.3 酒店行业收益管理 .............................................................................................................. 14 2.3.1 酒店行业收益管理的概念和特性................................................................................. 14 2.3.2 基于酒店收益管理的需求预测 .................................................................................... 16 2.4 酒店收益管理的定价方法 .................................................................................................. 16 2.4.1 基本定价策略和方法.................................................................................................... 17 2.4.2 动态定价方法 ............................................................................................................... 17 2.4.3 特征价格理论 ............................................................................................................... 19 2.5 本章小结 ............................................................................................................................. 20 第 3 章 X 旅行网外部环境分析................................................................................................ 21 3.1 X 旅行网的行业环境分析—五力模型.................................................................................. 213.1.1 供应商讨价还价的能力................................................................................................ 21 3.1.2 买方讨价还价的能力.................................................................................................... 21 3.1.3 潜在新进入者的威胁.................................................................................................... 22 3.1.4 代替产品或服务的威胁................................................................................................ 22 3.1.5 同行业内现有企业之间的竞争 .................................................................................... 23 3.2 X 旅行网主要竞争对手分析 ................................................................................................ 23 3.2.1 Priceline 公司 ................................................................................................................. 23 3.2.2 美团网........................................................................................................................... 24 3.3 本章小结 ............................................................................................................................. 25 第 4 章 X 旅行网酒店定价策略现状及问题分析..................................................................... 26 4.1 X 旅行网酒店预订业务 ........................................................................................................ 26 4.1.1 酒店预订业务简介 ....................................................................................................... 27 4.1.2 公司经营业绩 ....................................................................................