Research(on((Revenue(and(Demand(

Managementof(The(Ritz7Carlton!

Group( (BIAN,!JingwenJIANG,!Xiaoyang!KIM,!Song!HyokPENG,!Wuxing

RAMANAYAKE,!Praveen!AnthonyTIAN,!GeWU,!Xuan

content

•  1!•  1.1!Industry!&!Ritz!Carlton!overview!•  1. MarkeMng!posMoning!•  1. CharacterisMcs!of!target!customers!•  !•  .1!Old!Revenue!Management!Model!•  .2!New!Revenue!Management!Model!•  .3!Strength!and!Weakness!and!Improving!Opportunity!

Industry!overview

•  CharactersiMcs!of!hotel!industry!1.  Word!of!mouth!2.  Intangibility!3.  Limited!lifeVspan!4.  Aggregability!

Market!posiMoning

•  1.Corporate!businessmen!•  2.Upper!and!upperVmiddle!level!travelers!•  3.Wedding!recepMon!

•  Pursue!for!work!and!!Life!balance

characterisMcs!of!target!customers

•  Prefer!value!!authenMcity!and!high!quality!service!