ZA互联网保险公司车险产品的开发和设计

发布时间：2018-05-30 01:18

本文选题：车险产品 + 客户体验　；参考：《东华大学》2017年硕士论文

【摘要】：近年来,“互联网+”概念逐渐被大众所接受,处于传统领域的车险市场也随之发生着改变。随着保险监管机构在2012年开启了车险改革的步伐,各家保险公司也开始积极报批各种差异化的创新车险产品。此时,ZA互联网保险有限公司(简称“ZA保险”)作为市场的新进入者,也肯定需要思考如何抓住商业车险改革的契机,以便在车险市场的红海中占得一席之地。本文基于产品设计理论逐步展开论述,按照调研分析的各项结果,展示了怎样通过联合分析法分析用户的潜在需求,并围绕用户需求去构建产品设计的过程。最终创造性地提出了基于车联网技术的按天计费车险产品。本文研究的创新点和特色体现在:首先,通过文献研究、调研分析等研究方法,对有车用户的需求进行深度挖掘:从问卷分析客户需求,了解客群特征和痛点,到分析如何满足目标人群的基本需求,再到通过联合分析法找到了用户的本质需求。其次,结合商改车险市场情况和客户需求,首次提出具有“互联网+”模式的车险产品:按天计费产品。通过方案对比,本文提出的产品在结合车载记录设备后,具有交互高频,按实际使用情况收费,主动防范客户逆选择等特性。最后,基于UCD理论和用户体验理论,结合可用性分析,设计了一套互联网车险产品的购买交互流程,以供产品落地时进行参考。本文是对传统保险公司商业模式的一次反思,也是对互联网车险产品设计的一次探索和尝试。最后本文以交互流程和产品原型为例,以理论结合实际的实践,也是为传统保险公司研发产品人员提供了有益的实践参考。
[Abstract]:In recent years, the concept of "Internet" has gradually been accepted by the public, and the traditional auto insurance market has also changed. As insurance regulators began car insurance reform in 2012, insurance companies began to actively approve a variety of innovative car insurance products. At this time, Za Internet Insurance Co., Ltd. (ZA), as a new entrant to the market, must also think about how to seize the opportunity of commercial auto insurance reform in order to occupy a place in the Red Sea of auto insurance market. Based on the theory of product design, this paper discusses step by step, according to the results of investigation and analysis, shows how to analyze the potential needs of users through joint analysis, and build the process of product design around the needs of users. Finally, the paper creatively puts forward the day-to-day car insurance product based on the car networking technology. The innovations and characteristics of this paper are as follows: firstly, through the research methods of literature research, investigation and analysis, the author deeply excavates the needs of vehicle users: from the questionnaire analysis of customer needs, to understand the characteristics and pain points of customers, To analyze how to meet the basic needs of the target population, and then through the joint analysis to find the essential needs of users. Secondly, according to the market situation and customer demand, the auto insurance product with Internet mode is put forward for the first time. Through the comparison of the schemes, the product proposed in this paper has the characteristics of interactive high frequency, charging according to the actual usage, and actively guarding against the customers' adverse selection after combining with the on-board recording equipment. Finally, based on UCD theory and user experience theory, combined with usability analysis, a set of purchase interaction flow of Internet vehicle insurance products is designed to provide reference for product landing. This paper is a reflection on the traditional business model of insurance companies, and also an exploration and attempt on the design of Internet auto insurance products. Finally, this paper takes the interactive process and product prototype as an example, combines theory with practice, and also provides a useful reference for traditional insurance company R & D personnel.
【学位授予单位】：东华大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F842.634

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