營收管理

The objective of this course is to introduce the basic concept of Revenue Management (RM) and the related techniques and applications. The development of the RM theories and techniques has been undertaken for a long time. Particularly, after the implementation of RM at American Airlines (AA) for dealing with the new business environment after the civil aviation deregulation, RM has become a common practice in the airline industry. Meanwhile, the application of RM has been extended to several other industries, such as rail, car rental, hotel, and many areas of manufacturing and service industries. However, how to realize the basic concept of RM, selling the right seat to the right customer at the right price, remains to be a challenge. This course reviews some related tools in solving RM problems, including statistics, economics, and operations research (mainly for mathematical programming) and presents the fundamental concepts for RM. For the first part, the priced-based RM problems (monopoly pricing, price equilibrium under perfect competition, and special topics such as markdown management and customized pricing) for a more general context are discussed. For the second part, the mathematical models and the solution algorithms are introduced for various kinds of quantity-based RM problems (static, dynamic, network, customer choice behavior, overbooking), mainly based on the examples from the airline industry.

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https://e3new.nctu.edu.tw/login/index.php;

1. Exams and Quizzes: 2 prelim examinations 2. Evaluation and Grading Policy: (1) Prelim Examination I: 30%, (2) Prelim Examination II: 30%, (3) Final Project: 30%, (4) Class participation: 10%. 3. Pedagogy and other supplementary information (websites, TAs, handouts and/or databases): the lecture is given in English and the course materials and resources are available at: New E3 course website.

• Introduction

  1. Fundamentals of RM

  講授：

  3

• Pricing basics and monopoly pricing

  1. Basic price optimization 2. Price differentiation 3. Pricing with constrained supply

  講授：

  9

• Special pricing topics

  1. Markdown management 2. Customized pricing

  講授：

  6

• Pricing under competition

  1. Pricing equilibrium under (perfect) competition

  講授：

  3

• Single resource RM problems

  1. Static RM model 2. EMSR heuristic 3. Basic dynamic RM model 4. RM model considering customer choice behavior

  講授：

  9

• Network RM problems

  1. Network RM model and optimality condition 2. Virtue nesting control 3. Bid price control

  講授：

  6

• Overbooking models

  1. Introduction to binomial distribution 2. Service level criteria 3. Economic criteria

  講授：

  3

• Final project and examinations

  其他：

  15

Pricing and Revenue Optimization, by Robert L. Phillips, Stanford University Press (2005) (main reference book) The Theory and Practice of Revenue Management, by Kalyan T. Talluri and Garrett J. van Ryzin, Kluwer (2004) (reference book)

地點

Room 807, Assembly Building #1

時間

TBA (Office Hour 另訂)

聯絡方式

TEL: 31928