作　　者： ;

机构地区： 中山大学

出　　处： 《经济管理》 2011年第11期 95-103,共9页

摘　　要： 旅游业的需求波动性与供给能力相对稳定性使得旅游企业经常出现需求与供给失衡的问题，收益管理是一种有效解决该问题的定价策略。收益管理定价只强调价格对消费者需求的调节作用，忽略了同质服务不同价格给消费者带来不公平感的问题。消费者的感知公平性是影响其满意度的重要因素，只有满意的顾客才会对企业提供的服务进行重复购买。本文使用消费者实验的方法，检验了收益管理的三个重要因素（消费限制、标价方式与价格处境）的交互作用对顾客感知公平性的影响。实证结果表明，增加消费限制使得折扣标价下处于价格优势以及提价标价下处于价格劣势的消费者的感知公平性显著降低，而对折扣标价下处于价格劣势以及提价标价下处于价格优势的消费者的感知公平性没有显著影响。因此，旅游企业可以通过给不同价格处境的消费人群采用不同的标价方式以及设定不同的消费限制，提高其顾客感知公平性。 Due to the fluctuant demand and stable supply capacities of tourism industry, the tourism firms have to deal with the imbalanced demand and supply. Revenue management is one of the most efficient tools to solve the imbalance problem through selling the perishable service products to the most profitable fix of consumers in a suitable price and time to maximize revenue. Tourism fir ms theoretically can charge as mange different rates in different types as they would like, but if customers view the firm＇s rate policies as unfair, they are unlikely to patronize the firm in the future. Only when customers perceived the firm revenue management practices to be fair, they are more likely to be satisfied with the hotel and are more likely to return to that firm in the future. In the study, we tested the impacts of the interaction effects among three important factors of revenue management, restrictions, framing of prices, and fencing condition, to the fairness perceptions. We collected the data using the consumer ex- periment method and conducted a between-group ANOVA analysis to the data. The empirical results showed that the restrictions reduced the customers＇ fairness perceptions that were in the advantaged fencing at the discount framing and in the disadvantaged fencing at the surcharge framing significantly. While the restrictions had no significant effects to the one who were in the disadvantaged fencing at the discount framing and in the advantaged fencing at the surcharge framing. Therefore, the tourism firms could improve the fairness perceptions of revenue management pricing through using different framing of pricing and restrictions to the customers who are in different fencing condition.

关 键 词： 收益管理 消费限制 标价方式 价格处境 感知公平性

分 类 号： [F590]

领　　域： []