Question

求英语高手翻译（人工翻译）

Purpose – This paper explores the implementation of yield management using different reservation
modes at a global hotel network (referred to as the “Group”).
Design/methodology/approach – The Group operates close to half-a-million rooms in about 4,000
hotels world-wide. Following an overview of yield management in hotel industry, the two reservation
modes used in the Group are presented. The performance of Group’s online and off-line reservation
modes globally over a two-year period is then discussed in terms of three yield management
performance measures, namely: average price (AP), occupancy rate, and average revenue per available
room.
Findings – The findings indicate that the online mode outperforms the off-line mode with respect to
performance measures of AP and average revenue. Further to a global-based comparison, a localized
evaluation of these two modes is also presented for two sub-groups of hotels clustered in a given
region. Statistical analysis of findings is provided, pointing to a substantial revenue increase for the
hotel sub-group that switched from the off-line to the online reservation mode, compared with the hotel sub-group that continued to operate off-line. The paper concludes with a brief discussion on the
strengths, weaknesses, opportunities and threats associated with the online reservation mode.
Research limitations/implications – Future research could look into the impact of specific macro
and micro economic conditions on the three yield management performance measures defined.
Originality/value – The research reported is of value to hotel executives who want to pursue online
reservations.
Keywords Yield management, Performance measures, Rooms, Hotel and catering industry
Paper type Case study

Yield management in the hotel industry
Yield management (also referred to as, the “revenue management”) is an integrated and
systematic approach to revenue maximization via manipulating the rates offered to the
customers in light of forecasted demand and supply patterns. It is geared towards
selling the right inventory unit to the right customer at the right time for the right
price. Hence, market segmentation, timing (demand and supply management) and
pricing are the three pillars of yield management. Its successful implementation should
benefit all the stakeholders. The supplier of the service benefits in terms of increased
turnover and thus higher revenues, whereas the end-user has the option of taking
advantage of reduced rates at non-peak times for the same service at the same quality.
The airlines industry pioneered the technique in the early 1980s and the leading
players in the hotel industry adopted it about a decade later. The global hotel network
(referred as the “Group”, hereafter) studied in this paper had developed an interest in
yield management during the late 1990s with some solid results in recent years.

Answer 1

目的:探讨实施收益管理使用不同的预订
在一个全球酒店网络模式(简称“集团”)。
设计/方法/方法-本集团近4000个房间里来看
酒店。以下的收益管理概论、酒店行业的两个预订
模式用于集团。绩效的在线和离线集团订房
模式全球超过两年的时间是那三个方面,阐述了在收益管理
性能的措施,即:平均价格(美联社)、占用率、平均可供选择
房间。
结果表明,发现的在线模式优于离线模式与尊重
性能测试,平均收入。进一步到global-based比较、局部
这两种模式的评价,提出了两种原料,聚集在给定的酒店
区域。统计分析结果,给出了指向一个实质性的收入增加了
酒店的小组,对在线预订离线模式,与之相比,酒店,继续运作小组的线。本文简要讨论了
所具有的优势、劣势、机会和威胁与网上预约模式。
研究局限性/意义——未来的研究可以观察到的特定的宏观经济的影响
微观经济条件下,对三种收益管理业绩指标的定义。
创意/价值的研究报道,是有价值的酒店管理人员要追求在线
预订。
关键词收益管理、绩效措施、客房、饭店和饮食摊点
纸张类型的案例研究

在酒店行业的收益管理
收益管理(也被称为“税收管理”)是一种综合
系统性的方法,通过操纵汇率收益最大化向
客户的需求和供给模式预测。它是面向
以销售存货单位正确的客户在正确的时间为正确的
价格。因此,市场细分、时间(供给和需求管理)
价格是三大支柱的收益管理。它的成功实施
所有利益相关者的利益。供应商的服务效益的提高
更高的收入,营业额和因此而最终用户有权索取
降低利率的优势,为服务每班在同一质量。
在航空业的技术在20世纪80年代初,领先的
玩家在酒店业收养它大约十年后。全球酒店网络
(简称为“集团”,以后)探讨已经产生了浓厚的兴趣
收益管理在二十世纪九十年代后期,一些坚实的结果,在近几年。