1、第六章第六章LOGO【教学要求【教学要求】【教学要求【教学要求】1、掌握酒店客房价格的基本体系；2、了解酒店客房的基本定价方法与策略；3、了解客房经营统计的基本指标和常规方法。1、要求学生能够对酒店房价的变化进行正确分析；2、要求学生能够应用房价统计指标来分析酒店房价。【重点难点】【重点难点】1、酒店客房价格体系（重点）；2、常见的客房价格的定制方法（难点）；3、客房经营统计的几个基本指标（重点）。LOGO第一节、酒店房价的分析与价格体系第一节、酒店房价的分析与价格体系v一、酒店客房的理论价格构成一、酒店客房的理论价格构成包括三个部分：（1）物化劳动转移的价（）物化劳动转移的价（C）；）；（2
2、）为自身创造的价值（）为自身创造的价值（V）；）；（3）为社会创造的价值（）为社会创造的价值（M）。）。即即P=C+V+M（如图）（如图）（其中，（其中，V+M为活劳动转移的价值）为活劳动转移的价值）LOGO客房商品价值客房商品价值建造过程中形成的价值建造过程中形成的价值客房商品价格客房商品价格物化劳动转移的价值（物化劳动转移的价值（C）经营过程中形成的价值经营过程中形成的价值建筑材料建筑材料装修材料装修材料员工工资员工工资家具折旧家具折旧员工工资员工工资用品消耗用品消耗活劳动转移的价值活劳动转移的价值为社会创造的价值（为社会创造的价值（M）为自身创造的价值（为自身创造的价值（V）LOGOv二
3、、房价制定的基本原理二、房价制定的基本原理v当供给价格与需求价格相等时，酒店客房的销售才能够成功。此时，这种销售价格为市场成交价格。市场成交价格市场成交价格（下限：（下限：酒店经营者所能够酒店经营者所能够接受的最低价格接受的最低价格取决于：取决于：供求关系的大小供求关系的大小（上限：（上限：酒店消费者所能够酒店消费者所能够出的最高价格出的最高价格LOGO三、影响房价制定的因素三、影响房价制定的因素1、定价目标（营销中的定价策略、价格组合策略）2、成本水平3、供求关系4、竞争对手的价格5、酒店的地理位置（区域、城市内部）6、旅游业的季节性7、政府的价格政策（调控）8、客人消费心理和消费能力LOG
4、O四、常见客房价格种类四、常见客房价格种类1、标准价（Rack Rate）2、商务合同价（Corporate Rate）3、团队价（Group Rate）4、折扣价（Discount Rate）5、淡季价（Slack Season Rate）6、旺季价（Busy Season Rate）7、白天租用价（Day Use Rate）8、钟点房价（time rate）LOGO酒店报价单图片一览LOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGOLOGO五、酒店客房定价常用方法五、酒店客房定价常
5、用方法（一）经验定价法（一）经验定价法1、千分之一法 酒店建筑成本 客房价格 =1 酒店客房数LOGOv 2、经验数据、经验数据（1 1）一个建筑平米的投资额）一个建筑平米的投资额 五星级酒店平均10000元 四星级酒店大体上在9000元 三星级酒店在8000元 依次类推（2）客房出租率：盈亏平衡出租率：5860 良好出租率：6174 最佳出租率：7580 极限出租率：85%全年的平均出租率达到85%，就意味着旺季一定会超过100%v（3）从城市房地产中得出的客房价格 一个城市酒店的房价，相当于本城市同等档次房地产的平均价格的1/10LOGO（二）赫伯特定价法（二）赫伯特定价法 又称目标利润定
6、价法。通过定价来达到一定的目标利润，保证预期收回投资。就是要求在客房成本计算的基础上，并在保证实现目标利润的前提下，根据计划的营业量、各项费用支出及所需得到的利润计算确定客房价格。其基本步骤如下：（1）确定目标收益率（或投资报酬率）。（2）确定目标利润额。（3）预测总成本，包括固定成本和变动成本。（4）确定预期销售量。（5）确定产品价格。LOGO（三）盈亏平衡定价法（三）盈亏平衡定价法 盈亏平衡定价法，指的是饭店在既定的固定成本、平均变动成本和客房产品估计销量的条件下，实现销售收入与总成本相等时的客房价格，也就是饭店收支平衡时的客房产品价格。LOGO 每间客房日费用额 客房价格 =1-税率LO
7、GO 全年客房固定费用总额每平方米使用面积日固定费用=客房总使用面积 365客房出租率 全年客房变动费用总额客房每间日变动费用=客房总间数 365客房出租率每间客房日费用额=客房使用面积 每平方米使用面积日固定费用 +每间客房日变动费用LOGOv（四）随行就市法（四）随行就市法v 这是一种常见的以竞争为中心的定价方法。它是以同档次酒店的平均房价作为定价依据，制定出本酒店房价的一种方法。这种方法对本酒店的成本和市场需求都考虑的较少，认为市价在一定程度上是集体智慧的反映，随行就市定价能够使酒店获得稳定的客源收益。v 在酒店行业中，随行就市是一种很普遍的定价方法，特别是竞争激烈且价格之间存在差别时，
8、随行就市往往成为那些在市场上处于中游的酒店的定价指导。LOGO 第二节、客房经营统计分析第二节、客房经营统计分析一、客房出租率客房出租率客房出租率=已出租的客房数已出租的客房数/可供出租客房数可供出租客房数二、保本出租率保本出租率保本出租率=（保本销售额（保本销售额平均房价）平均房价）（可供出租（可供出租客房数客房数天数）天数）100%100%其中，保本销售额=固定成本总额（1-变动成本率-税率）LOGO三、客房销售效率是指实际客房出租所得销售额占全部可出租房间的全价是指实际客房出租所得销售额占全部可出租房间的全价出租销售总额的百分比出租销售总额的百分比。v客房销售效率客房销售效率=（客房实际
9、销售额（客房实际销售额全部客房牌价出租的销全部客房牌价出租的销售总额）售总额）100%LOGOv 本章思考题本章思考题v 1、找一份完整的酒店客房营销方案（其中涵盖价格策略）；v 2、上网查找一份旅行社与酒店之间协议价。v 3、影响房价制定的因素有哪些？v 4、常见客房价格有多少种类型？v 5、保本出租率计算方法。LOGO1.Chinese except friendships to be more lasting.2.Different foundations for friendships.3.Westerns expect friends to be independent.4.Chin
10、ese usually expect more from their friends.LOGOChinese except friendships to be more lasting.For Chinese a true friendship endures throughout life changes.Chinese are friends even if they havent spoken for 20 years.If you shared something at one time,then all your life you are friends.This is the be
11、st of guanxi(关系关系),the Wide Web that connects Chinese through time and space.So,we can say Chinese invented the Internet long before Bill Gates was born.In North America,even the relationship in which people feel close and tell each other personal problems may not survive life changes such as moving
12、 to another city,graduation from a university or marriage.If the people do not see each other regularly,the relationship is likely to die.LOGODifferent foundations for friendships.Chinese friends share“things in common”:a task,a class,the hometown.Friendships are formed by people who work or go to s
13、chool together.You may or may not like the person,but if he or she can do something for you because of his position or job,you can be friends.But in North America,business and friendship are kept separate.The friendships are usually tied to specific activities.A person may have work friends and leis
14、ure(休闲时休闲时)activity friends.Also friends tend to have similar financial circumstances,because friendship in the West is based on equality.LOGOWesterns expect friends to be independent.Why?Its because their friendship is mostly a matter of providing emotional support and spending time together,so the
15、y do not feel comfortable in a relationship in which one person is giving more and the other is dependent on what is giving.A westerner will respond to a friends trouble by asking“What do you want to do?”The idea is to help the friend to think out the problem and discover the solution he or she real
16、ly wants and then to support the solution.Chinese friends give each other more concrete help.A Chinese will use personal connections to help a friend get something hard to obtain.They give each other money and might help each other out financially over a long time.LOGOChinese usually expect more fro
17、m their friends.In the West,you can certainly ask a friend to do something with you,but you recognize that your friend may say no,if he or she gives you as reason.You would not expect a friend to drop everything to respond to a non-urgent need such as shopping.Nor would you expect a friend to recogn
18、ize and respond to your wishes without stating them.A friend in China is someone who offers help without waiting to be asked.There are few limits to what you can expect from a friend.You can feel free to tell your friend what he or she can or should do or help or please you.LOGO Good friends are like stars.You dont always see them,but you know they are always there.
