prikaz prve stranice dokumenta Menadžment prinosa
  Download
PDF 2.34 MB
master's thesis
Menadžment prinosa
2017. urn:nbn:hr:137:780413
Vivod, Amanda
University of Pula

Cite this document

Vivod, A. (2017). Menadžment prinosa (Master's thesis). Pula: University of Pula. Retrieved from https://urn.nsk.hr/urn:nbn:hr:137:780413

Vivod, Amanda. "Menadžment prinosa." Master's thesis, University of Pula, 2017. https://urn.nsk.hr/urn:nbn:hr:137:780413

Vivod, Amanda. "Menadžment prinosa." Master's thesis, University of Pula, 2017. https://urn.nsk.hr/urn:nbn:hr:137:780413

Vivod, A. (2017). 'Menadžment prinosa', Master's thesis, University of Pula, accessed 03 November 2024, https://urn.nsk.hr/urn:nbn:hr:137:780413

Vivod A. Menadžment prinosa [Master's thesis]. Pula: University of Pula; 2017 [cited 2024 November 03] Available at: https://urn.nsk.hr/urn:nbn:hr:137:780413

A. Vivod, "Menadžment prinosa", Master's thesis, University of Pula, Pula, 2017. Available at: https://urn.nsk.hr/urn:nbn:hr:137:780413

Please login to the repository to save this object to your list.
Metadata
TitleMenadžment prinosa
Title (english)Revenue Management
AuthorAmanda Vivod
MentorMorena Paulišić (mentor)
Committee memberMarli Gonan Božac (predsjednik povjerenstva)
Committee memberMorena Paulišić (član povjerenstva)
Committee memberKristina Afrić Rakitovac (član povjerenstva)
GranterUniversity of Pula
Pula
Defense date and country2017-02-14, Croatia
Scientific / art field,
discipline and subdiscipline		SOCIAL SCIENCES
Economics
Organization and Management
Abstract
Menadžment prinosa razvio se u avioindustriji nakon deregulacije zračnog tržišta u Americi 60-ih godina prošlog stoljeća. Napretkom tehnologije povećala se kompleksnost samog sustava i razmjeri poslovanja koje isti obuhvaća. Menadžment prinosa je metoda koja pomaže poduzeću prodati pravu jedinicu kapaciteta ispravnoj vrsti potrošača u pravo vrijeme i za dobru cijenu. Njegova se uloga ogleda kroz umjeravanje odluka glede načina alokacije neraspoređenog kapaciteta dostupnoj potražnji, a da se pritom maksimizira prinos. Primjenjiv je u kapitalno intenzivnim industrijama čija su obilježja relativno fiksni kapaciteti, visoki fiksni troškovi i niski varijabilni troškovi, fluktuacija u potražnji, nemogućnost skladištenja kapaciteta te varijabilnost osjetljivosti potrošača na cijene. Kako bi poduzeća danas bila u korak s promjenjivim tržištem potrebno je razviti kvalitetan sustav i proces menadžmenta prinosa koji će omogućiti planiranje, strukturiranje i nadziranje svih donesenih i provedenih odluka. Nadalje, kako bi poduzeće pratilo uspješnost provedenih odluka razvile su se metričke mjere čija se važnost ogleda kroz neprestano praćenje učinka i uviđanje grešaka ako iste postoje. Jedan od mnogih izazova menadžmenta prinosa je predviđanje potražnje o kojoj ovisi koliko će se jedinica kapaciteta rasporediti po različitim tržišnim segmentima. Jednom kada se na temelju dobivenih proračuna odredi buduća razina potražnje potrebno je odlučiti na koji način će se kapacitet rasporediti i kome. Srce menadžmenta prinosa leži u diferencijaciji cijena i dinamičkom proračunu istih. Kako bi se obrazložilo različito naplaćivanje za u osnovi isti proizvod razvijena su cjenovna ograničenja na proizvod ili uslugu. Ograničenja služe kako bi se potrošači segmentirali prilikom kupovine te time smanjio broj nepoželjnih potrošača za poduzeće. Međutim sama ograničenja nisu dovoljna da se upotrijebi sav neiskorišteni kapacitet pa se poduzeća koriste metodom prebukiranja. Prebukiranje je metoda kojom poduzeće prodaje više jedinica kapacitete nego što ih ima pritom računajući na određen postotak potrošača koji se neće pojaviti ili će otkazati. Dobrim izračunom razina prebukiranosti poduzeće umanjuje rizik neiskorištenog kapaciteta te suočavanja s potencijalno neugodnim potrošačima. Menadžment prinosa je sustav koji konstantno evoluira i čije se koristi ogledaju kroz maksimizaciju prinosa te sveukupnim poboljšanjem u poslovanju poduzeća.
Abstract (english)
Yield management has been developed in the airline industry after deregulation of the airline market during 60's of the last century. The advancement in technology has increased the complexity of the system and the scale of operations. Yield management is a metod that helps the company to sell the right inventory unit to the right costumer at the right time and for the right price. The role of yield management is reflected trough guiding decisions on how to allocate undifferentiated units of capacity to available demand in such a way as to maximize revenue. It's applicable to capital-intensive industries whose characteristics are relatively fixed capacity, high fixed cost and low variable costs, fluctuations in demand, the impossibility of storaging capacity and the variability in sensitivity of consumers to prices. Furthermore, companies developed metric measurments so they could monitor the achieved succes and whose importance is reflected trough continuous monitoring of performance and mistakes if there where any. One of the many challenges of yield managment is forecasting demand on which depends how many capacity units is going to be allocated on different market segments. Baised on the obtained calculations of level demand it's necessary to decide how to allocate the capacity and to whome. The heart of yield managemnt lies in the pricing differentiation and it's dynamic calculations. In order to explain different prices for essentially the same product it was necessary to develop rate fences. Fences are used to segment consumers when buying and thus reduce the number of unwanted consumers for the company. However rate fences aren't sufficient enough to sell all unused capacity which is the reason why companies use overbooking. Overbooking is a method used by companies to sell more capactiy units then they have in order to increas yield, estimating that a certain percentage of consumers will cancel the reservation or be no-shows. Relatively good calculations of overbooking levels reduces the risk of unused capacity and dealings with potentially unpleasent consumers. Yield management is a system that constantly evolves and whose benefits are reflected trough the maximization of yield and overall improvement in the business.
Keywords
Keywords (english)
Languagecroatian
URN:NBNurn:nbn:hr:137:780413
Study programmeTitle: Business Economics; specializations in: Financial Management, Marketing Management, Management and Entrepreneurship, Tourism and Development, Business Informatics
Course: Management and Entrepreneurship
Study programme type: university
Study level: graduate
Academic / professional title: magistar/magistra ekonomije (magistar/magistra ekonomije)
Type of resourceText
File originBorn digital
Access conditionsOpen access
Terms of useLicence In copyright icon
Created on2017-04-27 11:36:50