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Part1

IntroductiontoRevenue
Management

Part2

UnderstandingandManaging
theRevenue

Part3

RevenueManagementin
AirlineIndustry

(Week
Number)

/
(Date/Month)

/
(Topics)

Part one: Introduction to Revenue Management

21 2558

Introduction to the course

28 2558

Understand Revenue Management

Part two : Understanding and Managing the Revenue

4 2558

The Economy and Supply and Demand

11 2558

The Market

18 2558

Segmentation

25 2558

Pricing and Value Perception

2 2558

Revenue Manager

9 2558

Review for Mid-Term Exam

14 2558

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Understand
Revenue
Management

. . 1 9 8 0

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.. 1985


Ultimate Super Saver

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(1)

(Yield)

(2)

(10-20%
)

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(3)


Hard Supply
,



Soft Supply


,

(CustomerSegmentation)
1. (Measurable)
2. (Accessible)
3. (Substantial)
4. (Differentiable)
5. (Actionable)

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1. (Measurable)

2. (Accessible)

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3. (Substantial)

4.

(Differentiable)

(4P)

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5. (Actionable)

(demandforecast)
(financialforecast)
(operationforecast)
(strategicforecast)

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(1)
(type)
(demandforecast)

Revenue

: /
:/

(2)
(type)

/
:
: /

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(3)
(type)

, /
:,

(4)
(type)
/

, /,

: /
:

10

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(1/5)
(YieldTactics)

promotion

(MaximumLengthofStay)

(2/5)
(YieldTactics)

Low
Season

(MinimumLengthofStay)

11

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(3/5)
(YieldTactics)

Walk

WalkIn In
(ClosedtoArrival)

(4/5)
(YieldTactics)

(Allocations)

12

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(5/5)
(YieldTactics)

Agency
(LowRateandAvailable
Agoda
guarantee)

APPLICATIONSOFREVENUEMANAGEMENT
WITHINTHESERVICEINDUSTRY

Duration

Price

Predictable

Unpredictable

Fixed

Variable

Q1
Cinema
Stadium
ConventionCenters

Q2
Hotels
CarRental
CruiseLiners
Airlines

Q3
Restaurants
GolfCourses
InternetProvider

Q4
Hospital

13

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14