本文選題：車險(xiǎn)產(chǎn)品 + 客戶體驗(yàn)�。� 參考：《東華大學(xué)》2017年碩士論文

【摘要】：近年來(lái),“互聯(lián)網(wǎng)+”概念逐漸被大眾所接受,處于傳統(tǒng)領(lǐng)域的車險(xiǎn)市場(chǎng)也隨之發(fā)生著改變。隨著保險(xiǎn)監(jiān)管機(jī)構(gòu)在2012年開(kāi)啟了車險(xiǎn)改革的步伐,各家保險(xiǎn)公司也開(kāi)始積極報(bào)批各種差異化的創(chuàng)新車險(xiǎn)產(chǎn)品。此時(shí),ZA互聯(lián)網(wǎng)保險(xiǎn)有限公司(簡(jiǎn)稱“ZA保險(xiǎn)”)作為市場(chǎng)的新進(jìn)入者,也肯定需要思考如何抓住商業(yè)車險(xiǎn)改革的契機(jī),以便在車險(xiǎn)市場(chǎng)的紅海中占得一席之地。本文基于產(chǎn)品設(shè)計(jì)理論逐步展開(kāi)論述,按照調(diào)研分析的各項(xiàng)結(jié)果,展示了怎樣通過(guò)聯(lián)合分析法分析用戶的潛在需求,并圍繞用戶需求去構(gòu)建產(chǎn)品設(shè)計(jì)的過(guò)程。最終創(chuàng)造性地提出了基于車聯(lián)網(wǎng)技術(shù)的按天計(jì)費(fèi)車險(xiǎn)產(chǎn)品。本文研究的創(chuàng)新點(diǎn)和特色體現(xiàn)在:首先,通過(guò)文獻(xiàn)研究、調(diào)研分析等研究方法,對(duì)有車用戶的需求進(jìn)行深度挖掘:從問(wèn)卷分析客戶需求,了解客群特征和痛點(diǎn),到分析如何滿足目標(biāo)人群的基本需求,再到通過(guò)聯(lián)合分析法找到了用戶的本質(zhì)需求。其次,結(jié)合商改車險(xiǎn)市場(chǎng)情況和客戶需求,首次提出具有“互聯(lián)網(wǎng)+”模式的車險(xiǎn)產(chǎn)品:按天計(jì)費(fèi)產(chǎn)品。通過(guò)方案對(duì)比,本文提出的產(chǎn)品在結(jié)合車載記錄設(shè)備后,具有交互高頻,按實(shí)際使用情況收費(fèi),主動(dòng)防范客戶逆選擇等特性。最后,基于UCD理論和用戶體驗(yàn)理論,結(jié)合可用性分析,設(shè)計(jì)了一套互聯(lián)網(wǎng)車險(xiǎn)產(chǎn)品的購(gòu)買交互流程,以供產(chǎn)品落地時(shí)進(jìn)行參考。本文是對(duì)傳統(tǒng)保險(xiǎn)公司商業(yè)模式的一次反思,也是對(duì)互聯(lián)網(wǎng)車險(xiǎn)產(chǎn)品設(shè)計(jì)的一次探索和嘗試。最后本文以交互流程和產(chǎn)品原型為例,以理論結(jié)合實(shí)際的實(shí)踐,也是為傳統(tǒng)保險(xiǎn)公司研發(fā)產(chǎn)品人員提供了有益的實(shí)踐參考。
[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.
【學(xué)位授予單位】：東華大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2017
【分類號(hào)】：F842.634

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