01_每日收益日报.xlsx

01 · 每日收益日报｜使用说明
收益管理第一张表：把昨天的经营结果和竞争位置，在一行里说清楚。
一、用途
用于每日 07:30–08:30 的《每日收益数据包》汇总（《法典》表 M 流水线第 1-3 步）。
一行 = 一个经营日。填入房晚与收入后，OCC / ADR / RevPAR / MPI / ARI / RGI / NRevPAR 与月度累计、预算达成率全部自动计算。
《法典》表 M 要求 07:30 抓取数据、08:30 前完成查表，本表即为其数据底座。
—	—	—	—	—
二、填色规则
—	输入区	浅黄底 + 边框	由学员填写，例如日期、房晚、价格
—	公式区	白底 + 边框	已预置 Excel 公式，改动会导致结果错误，请勿手改
—	参考区	灰底 + 斜体	SPEC 固定参数/判定表，一般不需要改动
—	标题行	深蓝底白字	字段名，冻结在首行
—	—	—	—	—
三、字段字典
列	字段名称	类型	口径 / 预置公式	说明
A	日期	输入	—	经营日；本月累计按此列自动归月
C	需求等级	输入	D1/D2/D3/D4	SPEC 2.5，决定价格系数与目标 OCC
D	可售房量	输入	默认 320	剔除装修/OOO 房后的可卖房量
E	已售房晚	输入	—	含免费房的房晚
G	客房收入	输入	—	含服务费、不含增值税
J/K	竞争组合 OCC/ADR	输入	—	5 家竞对按房量加权（见 03 号工作簿）
P	渠道成本率	输入	默认 10.1%	数据字典第三节自动加权结果
R	昨日 Pickup	输入	净增预订房晚	取自 02_Pickup 追踪表
F/H/I	OCC/ADR/RevPAR	公式	=E/D ； =G/E ； =G/D	SPEC 3.1
L	竞争组合 RevPAR	公式	#NAME?	用于 RGI 分母
M	MPI	公式	#NAME?	市场渗透指数
N	ARI	公式	#NAME?	平均房价指数
O	RGI	公式	#NAME?	等价于 MPI×ARI÷100
Q	NRevPAR	公式	#NAME?	SPEC 3.1
S-U	本月累计	公式	SUMIFS（EOMONTH 归月）	自动按月累计
V-X	预算	公式	INDEX(数据字典!月度参数,MONTH(A))	SPEC 2.5
Y-AA	达成率	公式	实际 ÷ 预算	≥100% 达标（青绿）
—	—	—	—	—
四、使用步骤
1	在「数据字典」页确认月度预算 OCC/ADR 与渠道成本率是否符合本店实际（默认取自 SPEC 2.5 / 2.3）。
2	在「日报」页黄底列逐日填入：日期、需求等级、可售房量、已售房晚、客房收入、竞争组合 OCC/ADR、渠道成本率、昨日 Pickup。
3	读白色列：先看 RevPAR 与达成率，再看 MPI / ARI / RGI 三维，判定当日是「份额问题」还是「价格问题」。
4	把 MPI 代入《法典》表 D、ARI 代入表 C、RGI 看综合，得出动作；动作写入 04 号《调价台账》。
5	每日 09:55 前完成台账登记（《法典》表 M）。
—	—	—	—	—
五、关联《收益管理操作法典》
表 C · 价格指数（ARI）判定表 —— ARI 列读出后直接查表 C 取动作。
表 D · 市场渗透指数（MPI）判定表 —— MPI 列读出后查表 D。
表 M · 每日收益操作流水线 —— 本表对应 07:30 与 07:50 两个节点。
表 O · 决策优先级 —— 表 D 优先级最低，多为分析而非动作；同日只执行优先级最高的一条。
—	—	—	—	—
杭州滨江云璟酒店 · 320 间房 · 中高端全服务｜酒店收益管理学院 HRMA ｜口径以 SPEC.md 为准

每日收益日报 · 杭州滨江云璟酒店（320 间）
黄底=输入，白底=公式。先填 A/C/D/E/G/J/K/P/R 列，其余全部自动生成。示例数据为 2026 年 1 月，可直接覆盖。
日期	星期	需求等级	可售房量	已售房晚	OCC	客房收入	ADR	RevPAR	竞争组合 OCC	竞争组合 ADR	竞争组合 RevPAR	MPI	ARI	RGI	渠道成本率	NRevPAR	昨日 Pickup	本月累计 OCC	本月累计 ADR	本月累计 RevPAR	预算 OCC	预算 ADR	预算 RevPAR	达成率 OCC	达成率 ADR	达成率 RevPAR
2026-01-01 00:00:00	=IF($A4="","",CHOOSE(WEEKDAY(A4,2),"周一","周二","周三","周四","周五","周六","周日"))	D1	320	282	0.88125	190350	675	594.84375	73.0%	692	504.88320000000004	120.78536184210526	97.54335260115607	117.81809139222695	10.10%	534.76453125	—	—	—	—	0.58	540	313.2	1.519396551724138	1.25	1.8992456896551724
2026-01-02 00:00:00	=IF($A5="","",CHOOSE(WEEKDAY(A5,2),"周一","周二","周三","周四","周五","周六","周日"))	D1	320	269	0.840625	178616	664	558.175	68.0%	681	463.1481	123.60314659608879	97.50367107195301	120.5176054916343	10.10%	501.79932499999995	16	—	—	—	0.58	540	313.2	1.449353448275862	1.2296296296296296	1.7821679438058748
2026-01-03 00:00:00	=IF($A6="","",CHOOSE(WEEKDAY(A6,2),"周一","周二","周三","周四","周五","周六","周日"))	D1	320	259	0.809375	176379	681	551.184375	71.3%	665	473.879	113.58055009823183	102.40601503759399	116.31331521337727	10.10%	495.514753125	15	—	—	—	0.58	540	313.2	1.3954741379310345	1.261111111111111	1.759847940613027
2026-01-04 00:00:00	=IF($A7="","",CHOOSE(WEEKDAY(A7,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	190	0.59375	107920	568	337.25	72.3%	661	478.16740000000004	82.07768869228642	85.9304084720121	70.5296931576682	10.10%	303.18775	2	—	—	—	0.58	540	313.2	1.0237068965517242	1.0518518518518518	1.0767879948914432
2026-01-05 00:00:00	=IF($A8="","",CHOOSE(WEEKDAY(A8,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	170	0.53125	88910	523	277.84375	68.3%	690	470.99399999999997	77.82742455317903	75.79710144927536	58.99093194393134	10.10%	249.78153125	13	—	—	—	0.58	540	313.2	0.9159482758620691	0.9685185185185186	0.8871128671775224
2026-01-06 00:00:00	=IF($A9="","",CHOOSE(WEEKDAY(A9,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	183	0.571875	92781	507	289.940625	68.4%	665	455.0595	83.57080227970188	76.2406015037594	63.71488233956219	10.10%	260.65662187500004	6	—	—	—	0.58	540	313.2	0.985991379310345	0.9388888888888889	0.9257363505747127
2026-01-07 00:00:00	=IF($A10="","",CHOOSE(WEEKDAY(A10,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	173	0.540625	90306	522	282.20625	73.8%	697	514.2466000000001	73.27527785307672	74.89239598278336	54.877611247210965	10.10%	253.70341875000003	11	—	—	—	0.58	540	313.2	0.9321120689655173	0.9666666666666667	0.9010416666666667
2026-01-08 00:00:00	=IF($A11="","",CHOOSE(WEEKDAY(A11,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	186	0.58125	99510	535	310.96875	71.7%	657	471.26610000000005	81.03304056879966	81.43074581430746	65.9858092911839	10.10%	279.56090625	25	—	—	—	0.58	540	313.2	1.0021551724137931	0.9907407407407407	0.9928759578544062
2026-01-09 00:00:00	=IF($A12="","",CHOOSE(WEEKDAY(A12,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	221	0.690625	127517	577	398.490625	75.1%	664	498.996	91.89953426480373	86.8975903614458	79.85848082950565	10.10%	358.24307187500006	-6	—	—	—	0.58	540	313.2	1.1907327586206897	1.0685185185185184	1.272320003192848
2026-01-10 00:00:00	=IF($A13="","",CHOOSE(WEEKDAY(A13,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	241	0.753125	145323	603	454.134375	71.0%	656	466.088	105.99929627023224	91.92073170731707	97.43532873620431	10.10%	408.26680312499997	6	—	—	—	0.58	540	313.2	1.298491379310345	1.1166666666666667	1.449982040229885
2026-01-11 00:00:00	=IF($A14="","",CHOOSE(WEEKDAY(A14,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	194	0.60625	109028	562	340.7125	75.9%	704	534.1952	79.89588824459672	79.82954545454545	63.78052442253318	10.10%	306.30053749999996	14	—	—	—	0.58	540	313.2	1.0452586206896552	1.0407407407407407	1.0878432311621966
2026-01-12 00:00:00	=IF($A15="","",CHOOSE(WEEKDAY(A15,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	172	0.5375	89956	523	281.1125	73.0%	675	492.6825	73.64022468831347	77.48148148148148	57.05753705479696	10.10%	252.72013750000002	-4	—	—	—	0.58	540	313.2	0.9267241379310345	0.9685185185185186	0.8975494891443168
2026-01-13 00:00:00	=IF($A16="","",CHOOSE(WEEKDAY(A16,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	168	0.525	88704	528	277.2	71.5%	703	502.5747	73.43684431389006	75.10668563300142	55.15597979763008	10.10%	249.2028	18	—	—	—	0.58	540	313.2	0.9051724137931035	0.9777777777777777	0.8850574712643678
2026-01-14 00:00:00	=IF($A17="","",CHOOSE(WEEKDAY(A17,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	184	0.575	95128	517	297.275	72.2%	691	498.9711	79.62886026866084	74.8191027496382	59.57759878277519	10.10%	267.250225	16	—	—	—	0.58	540	313.2	0.9913793103448276	0.9574074074074074	0.9491538952745849
2026-01-15 00:00:00	=IF($A18="","",CHOOSE(WEEKDAY(A18,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	181	0.565625	96835	535	302.609375	71.4%	685	489.2955	79.18591628167437	78.1021897810219	61.84593461415443	10.10%	272.045828125	19	—	—	—	0.58	540	313.2	0.9752155172413794	0.9907407407407407	0.9661857439335888
2026-01-16 00:00:00	=IF($A19="","",CHOOSE(WEEKDAY(A19,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	212	0.6625	122960	580	384.25	76.0%	651	494.6949	87.18252401631793	89.0937019969278	77.67413814049831	10.10%	345.44075	-5	—	—	—	0.58	540	313.2	1.142241379310345	1.0740740740740742	1.2268518518518519
2026-01-17 00:00:00	=IF($A20="","",CHOOSE(WEEKDAY(A20,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	240	0.75	146640	611	458.25	74.9%	691	517.8353999999999	100.080064051241	88.42257597684515	88.49337067338388	10.10%	411.96675	11	—	—	—	0.58	540	313.2	1.293103448275862	1.1314814814814815	1.4631226053639848
2026-01-18 00:00:00	=IF($A21="","",CHOOSE(WEEKDAY(A21,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	192	0.6	104832	546	327.6	74.4%	660	490.974	80.65600215082672	82.72727272727273	66.7245108702294	10.10%	294.5124	6	—	—	—	0.58	540	313.2	1.0344827586206897	1.011111111111111	1.045977011494253
2026-01-19 00:00:00	=IF($A22="","",CHOOSE(WEEKDAY(A22,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	160	0.5	82880	518	259	74.2%	698	517.7764	67.40361283364788	74.21203438395415	50.021592332134105	10.10%	232.841	18	—	—	—	0.58	540	313.2	0.8620689655172414	0.9592592592592593	0.8269476372924649
2026-01-20 00:00:00	=IF($A23="","",CHOOSE(WEEKDAY(A23,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	174	0.54375	88914	511	277.85625	71.1%	690	490.452	76.49831176139561	74.05797101449275	56.65309755083066	10.10%	249.79276875	5	—	—	—	0.58	540	313.2	0.9375	0.9462962962962963	0.8871527777777778
2026-01-21 00:00:00	=IF($A24="","",CHOOSE(WEEKDAY(A24,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	185	0.578125	96385	521	301.203125	68.3%	702	479.1852	84.69455024904777	74.21652421652422	62.8573513956608	10.10%	270.781609375	-3	—	—	—	0.58	540	313.2	0.9967672413793104	0.9648148148148148	0.9616958014048531
2026-01-22 00:00:00	=IF($A25="","",CHOOSE(WEEKDAY(A25,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	182	0.56875	101010	555	315.65625	73.4%	710	521.4240000000001	77.44417211328975	78.16901408450704	60.537345806867336	10.10%	283.77496875	22	—	—	—	0.58	540	313.2	0.9806034482758621	1.0277777777777777	1.0078424329501916
2026-01-23 00:00:00	=IF($A26="","",CHOOSE(WEEKDAY(A26,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	214	0.66875	120696	564	377.175	70.5%	656	462.808	94.79092841956059	85.97560975609755	81.4970787021832	10.10%	339.080325	10	—	—	—	0.58	540	313.2	1.1530172413793103	1.0444444444444445	1.2042624521072798
2026-01-24 00:00:00	=IF($A27="","",CHOOSE(WEEKDAY(A27,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	226	0.70625	143058	633	447.05625	71.0%	695	493.311	99.49985911524374	91.07913669064747	90.6236126905745	10.10%	401.90356875	18	—	—	—	0.58	540	313.2	1.2176724137931036	1.1722222222222223	1.427382662835249
2026-01-25 00:00:00	=IF($A28="","",CHOOSE(WEEKDAY(A28,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	196	0.6125	107212	547	335.0375	71.5%	677	483.9873	85.67631836620507	80.79763663220089	69.22444039337397	10.10%	301.1987125	0	—	—	—	0.58	540	313.2	1.0560344827586208	1.012962962962963	1.0697238186462326
2026-01-26 00:00:00	=IF($A29="","",CHOOSE(WEEKDAY(A29,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	160	0.5	82880	518	259	72.7%	713	518.4223	68.76633200385092	72.65077138849931	49.95927065637416	10.10%	232.841	16	—	—	—	0.58	540	313.2	0.8620689655172414	0.9592592592592593	0.8269476372924649
2026-01-27 00:00:00	=IF($A30="","",CHOOSE(WEEKDAY(A30,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	175	0.546875	93275	533	291.484375	69.9%	692	483.70799999999997	78.23676680972818	77.02312138728324	60.26039986934266	10.10%	262.044453125	-6	—	—	—	0.58	540	313.2	0.9428879310344829	0.987037037037037	0.930665309706258
2026-01-28 00:00:00	=IF($A31="","",CHOOSE(WEEKDAY(A31,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	170	0.53125	92310	543	288.46875	75.6%	683	516.4846	70.25257868288813	79.50219619326501	55.852342935297585	10.10%	259.33340625	10	—	—	—	0.58	540	313.2	0.9159482758620691	1.0055555555555555	0.921036877394636
2026-01-29 00:00:00	=IF($A32="","",CHOOSE(WEEKDAY(A32,2),"周一","周二","周三","周四","周五","周六","周日"))	D4	320	179	0.559375	95228	532	297.5875	70.3%	675	474.7275	79.53575998862505	78.81481481481481	62.68596194659041	10.10%	267.5311625	17	—	—	—	0.58	540	313.2	0.9644396551724138	0.9851851851851852	0.9501516602809705
2026-01-30 00:00:00	=IF($A33="","",CHOOSE(WEEKDAY(A33,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	208	0.65	121680	585	380.25	72.6%	677	491.70509999999996	89.49469916012667	86.41063515509602	77.33293797440783	10.10%	341.84475000000003	-3	—	—	—	0.58	540	313.2	1.120689655172414	1.0833333333333333	1.214080459770115
2026-01-31 00:00:00	=IF($A34="","",CHOOSE(WEEKDAY(A34,2),"周一","周二","周三","周四","周五","周六","周日"))	D3	320	245	0.765625	148960	608	465.5	71.8%	694	498.0838	106.67758116204541	87.60806916426513	93.45816908720982	10.10%	418.4845	7	—	—	—	0.58	540	313.2	1.320043103448276	1.125925925925926	1.486270753512133

数据字典 · 指标口径 / 参数主数据					—
本页为《每日收益日报》的参数来源。口径以 SPEC.md 第三、四章为准，灰底为参考参数。					—
一、月度预算参数（SPEC 2.5，日报预算列自动引用本表）					—
月份	预算 OCC	预算 ADR	—	—	—
1	58.0%	540	—	—	—
2	62.0%	560	—	—	—
3	74.0%	600	—	—	—
4	82.0%	660	—	—	—
5	84.0%	690	—	—	—
6	76.0%	620	—	—	—
7	70.0%	580	—	—	—
8	78.0%	630	—	—	—
9	83.0%	670	—	—	—
10	85.0%	700	—	—	—
11	78.0%	640	—	—	—
12	68.0%	570	—	—	—
—	—	—	—	—	—
二、渠道成本率（SPEC 2.3）					—
渠道	代码	综合成本率	说明	—	—
直销（官网/小程序/前台）	DIR	3.00%	含支付手续费与系统费	—	—
协议公司（含返佣/账期）	CORP	8.00%	含返佣与账期成本	—	—
会员直订	LOY	4.00%	积分成本	—	—
OTA 国内（携程/美团/飞猪）	OTA	16.00%	佣金	—	—
OTA 国际（Booking/Agoda）	OTA-I	18.00%	佣金	—	—
GDS / 商旅 TMC	GDS	13.00%	佣金+通道费	—	—
批发商 / 包房商	WHO	26.00%	净价结算	—	—
—	—	—	—	—	—
三、客源结构与综合渠道成本率（SPEC 2.3）					—
细分代码	细分名称	房晚占比	平均 ADR	渠道	渠道成本率
FIT-WI	上门散客	8.00%	720	DIR	—
FIT-DIR	官网/小程序直销	17.00%	650	DIR	—
FIT-OTA	OTA 散客	31.00%	598	OTA	—
CORP	协议公司客户	22.00%	520	CORP	—
LOY	会员（忠诚计划）	12.00%	580	LOY	—
GRP	团队（旅游/会议）	8.00%	450	WHO	—
LNG	长住客	2.00%	380	DIR	—
合计	加权平均	1	581.08	综合渠道成本率	0
—	—	—	—	—	—
四、核心指标口径（SPEC 3.1）					—
指标	中文名	单位	公式	说明	—
OCC	出租率	%	已售房晚 ÷ 可售房晚 × 100%	分母为可售房晚（剔除装修/OOO 房）	—
ADR	平均房价	元	客房收入 ÷ 已售房晚	含服务费、不含增值税	—
RevPAR	每间可售房收入	元	客房收入 ÷ 可售房晚 = OCC × ADR	收益管理第一指标	—
TrevPAR	每间可售房总营收	元	总营收 ÷ 可售房晚	全服务酒店须同时看（等价 RevPE）	—
GOPPAR	每间可售房毛利润	元	GOP ÷ 可售房晚	最终考核指标	—
MPI	市场渗透指数	指数	本店 OCC ÷ 竞争组合 OCC × 100	>100 表示份额领先	—
ARI	平均房价指数	指数	本店 ADR ÷ 竞争组合 ADR × 100	>100 表示卖得比竞对贵	—
RGI	收入生成指数	指数	本店 RevPAR ÷ 竞争组合 RevPAR × 100	#NAME?	—
NRevPAR	净 RevPAR	元	RevPAR × (1 − 渠道综合成本率)	剔除渠道成本后的真实收益	—
Pickup	预订增量	房晚	某目标日在某时段内新增的预订房晚	正值=新增，负值=取消净额	—
Booking Window	预订窗口	天	入住日 − 预订日	分档见《法典》表 I	—
RW	剩余需求分析	房晚	预测总需求 − 在手预订	Remaining Demand	—
BAR	最优可用房价	元	公开可订的基准弹性价	所有折扣的锚点	—
Displacement	置换分析	元	比较团队/协议与散客的边际收益	见《法典》表 G	—
—	—	—	—	—	—
五、需求等级（SPEC 2.5）					—
等级	名称	价格系数	目标 OCC	典型日期	—
D1	峰值日 PEAK	150–200%	≥95%	国庆1–5、五一1–3、春节初三–初六、动漫节/云栖大会/马拉松	—
D2	高涨日 HIGH	120–150%	88–95%	旺季周五六、展会周边日、暑期周末	—
D3	平峰日 SHOULDER	95–110%	72–85%	平季周五六、旺季周日–周四	—
D4	低谷日 LOW	70–85%	45–65%	1–2月淡季、7月上中旬、节后3–5天、极端天气	—
—	—	—	—	—	—
六、日报字段字典					—
列	字段	类型	口径 / 预置公式	说明	—
A	日期	输入	—	经营日（或目标日），所有月度累计按此列归月	—
B	星期	公式	CHOOSE(WEEKDAY(A,2),"周一"…"周日")	自动	—
C	需求等级	输入	D1/D2/D3/D4 下拉	SPEC 2.5	—
D-E	可售房量 / 已售房晚	输入	—	分母为可售房晚	—
F	OCC	公式	#NAME?	出租率	—
G	客房收入	输入	—	含服务费不含税	—
H-I	ADR / RevPAR	公式	#NAME?	—	—
J-K	竞争组合 OCC / ADR	输入	—	5 家竞对加权	—
L	竞争组合 RevPAR	公式	#NAME?	—	—
M-O	MPI / ARI / RGI	公式	#NAME?	SPEC 3.1	—
P	渠道成本率	输入	默认 10.1%	来自本页第三节综合渠道成本率	—
Q	NRevPAR	公式	#NAME?	—	—
R	昨日 Pickup	输入	净增预订房晚	取自 02_Pickup 追踪表	—
S-U	本月累计 OCC/ADR/RevPAR	公式	SUMIFS（按 A 列归月）	—	—
V-X	预算 OCC/ADR/RevPAR	公式	INDEX(数据字典!$B$5:$B$16,MONTH(A))	SPEC 2.5 月度基准	—
Y-AA	达成率 OCC/ADR/RevPAR	公式	实际 ÷ 预算	≥100% 达标	—