赢得价格战
公司规模
Large Corporate
地区
- America
- Asia
- Europe
- Middle East
国家
- United States
- Worldwide
产品
- JDA Demand
- JDA Travel Price Optimization
技术栈
- Demand Forecasting
- Price Optimization
实施规模
- Enterprise-wide Deployment
影响指标
- Revenue Growth
- Productivity Improvements
技术
- 分析与建模 - 预测分析
- 功能应用 - 库存管理系统
适用功能
- 销售与市场营销
- 商业运营
用例
- 补货预测
- 需求计划与预测
服务
- 系统集成
- 培训
关于客户
卡尔森酒店集团是一家全球性的酒店公司，在服务和质量方面享誉全球。该公司在竞争激烈、价格驱动的环境中运营，并不断寻求脱颖而出并最大化收入的方法。尽管卡尔森酒店集团拥有强大的市场地位，但它认识到需要一种更复杂的方法来将价格与实际需求相匹配，以优化其收入。该公司希望不仅根据入住率来衡量其成功，还希望根据个人预订产生的收入以及在低需求周期报出更高价格而导致的“错失机会”的价值来衡量其成功。
挑战
由于市场透明度和互联网预订的快速增长，酒店业正面临一场新的价格战。这给包括卡尔森酒店在内的酒店运营商带来了重大挑战，他们一直在寻找在这种竞争激烈、价格驱动的环境中脱颖而出并实现收入最大化的方法。传统的收益管理只有在市场条件导致售罄晚数减少时才会偶尔有效。卡尔森酒店发现需要一种更复杂的方法来将价格与实际需求相匹配，这样他们就可以不仅根据入住率来衡量他们的成功，还可以根据个人预订产生的收入以及在低需求周期报出更高价格而导致的“错失机会”的价值来衡量他们的成功。
解决方案
Carlson Hotels 向 JDA Software 寻求一种截然不同的方法。他们启动了一项名为 SNAP（住宿晚数自动定价）的新收入优化项目，使用 JDA Demand 和 JDA Travel Price Optimization 为酒店经营者带来更高的收入。Carlson Hotels 现在能够量化价格弹性并使用该输出来生成最优价格，将竞争对手的数据引入其收入管理系统并预测客户对价格变化的反应。JDA Demand 提供了强大的预测功能，使 Carlson Hotels 能够更快地对需求或竞争价格的变化做出反应。通过将 JDA Demand 与 JDA Travel Price Optimization 相结合，Carlson Hotels 能够从基于产品和对竞争影响的猜测定价转变为基于需求预测和与实时竞争对手价格相比的价格弹性定价。
运营影响
数量效益
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