Marketing Organization Essay

3609 Words Nov 10th, 2015 15 Pages
Open Journal of Social Sciences, 2014, 2, 352-358
Published Online April 2014 in SciRes. http://www.scirp.org/journal/jss http://dx.doi.org/10.4236/jss.2014.24039 The Differentiated Pricing Strategy or Hotel under Dual-Channel Reservation Forms
Xiaoyan Xu, Rui Zhao*, Liang Xu
School of Management, University of Science and Technology of China, Hefei, China
*
Email: zhr11@mail.ustc.edu.cn
Received 6 March 2014; revised 7 April 2014; accepted 15 April 2014
Copyright © 2014 by authors and Scientific Research Publishing Inc.
This work is licensed under the Creative Commons Attribution International License (CC BY). http://creativecommons.org/licenses/by/4.0/ Abstract
The modern information network environment largely changed
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But to grab market share, frequent promotional activities led the hotel commission income declined.
The article [2] pointed out that adding a direct online channel has a number of advantages, such as increasing control over pricing and product selection, and enabling the manufacturer to reach a wider segment of customers and to engage in price discrimination. Of course, adding an online channel also has a number of potential disad*

Corresponding author.

How to cite this paper: Xu, X.Y., et al. (2014) The Differentiated Pricing Strategy or Hotel under Dual-Channel Reservation
Forms. Open Journal of Social Sciences, 2, 352-358. http://dx.doi.org/10.4236/jss.2014.24039

X. Y. Xu et al.

vantages, including the competition in channels, which may lead to lower prices and potentially reduced profits for both channels (Gretzel, U., Yoo, K. H. [3]). Hotel online booking way is an indispensable channel of hotel rooms selling (Ashton, A. S. [4]; O’Connor, P. and Frew, A. J., [5]), so the hospitality industry is no longer just adopt price war, but determine the pricing strategy of online booking rooms scientifically.
For hotel, the price of guest rooms is an important factor of hotel revenue. Customers often get some discount by using online booking way; the price will have certain differences with traditional reservation method. Therefore, the hotels tend to provide rooms for traditional

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