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庄辰超:收益管理未来不做“数学题” - 站长搜索
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庄辰超:收益管理未来不做“数学题”

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2014-06-20 11:00:46 转载来源: 网络整理/侵权必删

6月18日,在2014AS网站目录未来科技峰会上,去哪儿网首席执行官庄辰超首次公开谈及大数据计算和人工智能对于旅游业的影响。他指出:“全球航空业的收益,其实都来自于一个数学公式――收益管理

6月18日,在2014AS网站目录未来科技峰会上,去哪儿网首席执行官庄辰超首次公开谈及大数据计算和人工智能对于旅游业的影响。他指出:“全球航空业的收益,其实都来自于一个数学公式――收益管理。”

收益管理未来不做数学题

庄辰超预判,未来包括航空公司、酒店、租车等依赖收益管理的行业,“都不必做数学题了”。它们只需接受去哪儿网推荐的智能系统,“进行简单的商业判断即可。”

事实上,人工智能、大数据计算对未来行业的改变与影响已日渐清晰。对此,微软全球资深副总裁、亚太研发集团主席张亚勤也就去哪儿网大数据管理平台表示,未来机器的智能一定会超过人类,在20―30年后就能看到这一场景。

目前,机器学习已经超出了实验室范畴,用于搜索、广告、病毒分析等各个领域。张亚勤说:“我觉得去哪儿网已经用到了机器学习方面的算法。由于先进的算法、巨大的重组能力,使得物联网、互联网走向了一个新的阶段,真正能改变每一个产业的格局。”

航空公司价值涨一成

去哪儿网有关技术负责人坦言,“去哪儿网已经使用了机器学习的方法。其适用范围包括酒店评论情感分析、机票价格变化趋势、度假产品价格趋势等各方面。”

而庄辰超则在现场,描述了这一智能系统在航空领域的运用。他指出:“全球航空公司平均的净利润率大概只有5%,而收益管理系统就能够为一个航空公司带来5%――10%的价值提升;酒店亦然。”

在他看来,收益管理就是一个数学公式, 目前航空公司通过IT化实现的收益定价不可谓不复杂,但其定价依据的是历史数据。

去哪儿网则是通过消费者的搜索行为,进行动态的定价标准,“因为消费者在搜索和实际购票的过程中,还有48小时的思考时间,我们会把消费者的行为模式和当时动态的格局数据反馈给收益管理系统。后者会提交给客户一个可行性方案”, 庄辰超说。

“该方案有一点像买卖股票的建议。”他指出:“比如此价位上,应该放多少座位?在48小时内,可以实现多少百分比?”如果采用该系统,航空公司和酒店收益管理人员,在做营销时面对的就是一个高度智能的系统。

“他们不必做复杂的数学题,只需在去哪儿网的系统上,直接按yes或no。”事实上,在机票价格变化趋势方面,去哪儿网就使用了机器学习的方法。

青岛航空就是最好的例子,他们已经100%使用了该系统。2014年4月26日青岛航空首航时,三天之内就把机票售光;且通过去哪儿网平台销售的机票高达9成。

而在百度联盟峰会上,李彦宏也对此表示过赞许。他认为,去哪儿网智能软件系统“真正代表了未来。”国内类似机票、酒店、餐馆、旅游等服务行业“目前的运营效率非常低。若用这类软件去提升效率,未来潜力巨大。”(李辉)

标签: 庄辰 收益 管理 未来 不做 数学题


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