英国酒店管理课程作业
Working title:题目
Revenue management as influencing consumer behavior to increase revenue and sales in hotel industry in china中国酒店行业的收入和销售如何影响消费行为
Purpose目的
The aim of this study is to provide tactics that increase hotel revenue and sales through studying consumer behavior in the targeted market in china本研究的目的是通过研究在中国的目标市场中的消费行为来增加酒店收入和销售的策略
Objectives:
• To review literature on the relationship between revenue management , marketing segmentation and consumer behavior and current issues that related to China hotel industry
• To examine and analysis how revenue management tactics influencing Chinese young consumers in the hotel industry
• To provide recommendation and techniques on revenue management as increasing revenue and sales
Findings:
What are the top 3 RM tactics influencing consumer behavior most
What are the most measurable and visual characteristics of the generation x and y in china
Methodology
Quantitative survey (not sure yet)
Literature review Outline:
2.1 Introduction
2.2 Revenue management
Introduction: history of RM, benefits and importance of RM management
2.2.1 Definition of RM
2.2.2 RM system/framework and introduce to SM tactics
(Demand management Market segmentation: different segment different needs and wants)
2.2.3 Revenue management approaches
2.3 Marketing segmentation
Introduction: what’s marketing segmentation and why segmented ( consumer behavior, the product’s value in different market segments)
how to segmented (processes)
2.3.1 Market selected (Generation x & Generation Y)
(Showing figures)
2.3.2 Market in China (reasons why selected these 2 groups)
Population of generation X and generation Y
Demographic trend in china
Marketing developing
Marketing characteristics
2.4 Consumer behavior
Introduction: what’s consumer behavior
Consumer act on the marketplace stage and its importance
2.4.1 Consumer decision process
2.4.2 Factors influencing the purchase decision process
2.4.3 Characteristics of generation X and generation Y
2.5 Summary
2.6 Research questions
Hypotheses
1. Is there any significant RM tactics influencing the generation x and generation y ‘s consuming behavior?
2. Is value of money is the most important factor for selected generation to choice a luxury hotel?
3. What’s the most significant criteria which influencing consumer behavior in china? | 
