摘要目前，如何制定一个更为合理的客房价格依然是困扰酒店管理者的关键问题。价格过高则增加了入住门槛，对客源是必有负面影响。而过高的价格虽然增加了客房的销售，但是由于单房收入坚守，是必影响酒店的总收入。对酒店而言，客房产品价格与酒店的收益和运营效率有直接关系。我对价格和特征进行分析，以期对客房定价和消费者价格预期之间的偏差关系作出讨论，并最终旨在帮助酒店制定出更为适宜的客房价格，吸引目标消费者。关键字：酒店客房定价心理偏差顾客AbstractAt present,although multiple booking methods can help hotels reach morepotential travelers,how to set a more reasonable room price has always been a keyissue for hotel managers.Excessive prices increase the entry threshold,which willhave a negative impact on the source of customers.Although the excessive price hasincreased the sales of the guest rooms,but the single room income adheres to,whichwill definitely affect the hotel's total revenue.For hotels,room pricing strategies aredirectly related to hotel revenue and operational efficiency.I will use the hotel roomcharacteristic price method to analyze the price and characteristics,with a view todiscussing the deviation relationship between room pricing and consumer priceexpectations,and ultimately aim to help hotels work out more suitable room prices.Keywords:Hotel Room pricing Psychological bias Custom2目录、前言.二、酒店客房产品定价理论6(一)成本导向定价理论678三、收益管理为导向的差异定价模式…88(二)差异定价策略..9(三)差异定价的常见使用.…910四、消费者心理价格与酒店客房价格出现偏差的原因....1010(二)目标住客群体与酒店策略不匹配...12五、平衡目标消费者心理价位与酒店客房产品价格天枰的建议..1314(二)满足目标住客的个性化需求.·.·15(三)调整或丰富酒店品牌内涵..15(四)合理调整酒店产品价格策略...15(五)完善酒店产品质量和服务....15参考文献.…15173