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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。摘要
II
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
关键字:车险产品，客户体验，UCDABSTRACT
III
ZA INTERNET INSURANCE COMPANY DEVELOPMENT AND
DESIGN OF AUTO INSURANCE PRODUCTS
ABSTRACT
In recent years, the Internet plus concept is gradually accepted by the public. The auto
insurance, which is designed for motor vehicles and is popular in the traditional market, is also
influenced. The insurance regulator initiated the auto insurance reform in 2012, after that insurance
companies began to proactively propose various differentiated car insurance innovation product. In
this situation, as a newcomer in the auto insurance market, ZA Internet Insurance Company
Limited (hereinafter referred to as ZA Insurance) also needs to think about how to take advantage
of the opportunity and take up a better position in the red sea market – the auto insurance market.
Based on the theory and results of the investigation, the paper gradually stated and
demonstrated how to analyze potential user demand and design a new insurance product. In the end,
the paper proposed a creative and auto network based and daily-charged insurance product.
The characteristics and innovation of this paper are reflected in the following three aspects.
First, digging out the demand of car drivers by literature research method, investigate and analyze
method. Beginning from the customer questionnaire to analyze user demand, to know about the
characteristic and pain point of this group, to analyze how to meet the basic needs of the target
population, and at last find out the essential demands of the users through the combination analysis
method. Second, combined with the situation of auto insurance market and customer needs, it is
creatively proposed in the paper that the Internet plus mode of car insurance product: daily
charged car insurance, instead of existing annually charged ones. This product proposed in the
paper combined with the vehicle recording equipment, compared with other the existing product, it
has more interactive and higher frequency, charges fees on the actual usage, and creatively could
prevent customer reverse selection. Third, the paper designed the purchase process of this network
auto insurance based on the theory of UCD and user experience as well as combined with usability
analysis.
The paper is a self-examination for traditional insurance companies, and an exploration and
attempt for the design of Internet based auto insurance products. Finally, the paper is also a goodABSTRACT
IV
reference for product developing practitioners in traditional companies because it took the
interactive process and product prototype as an example by combining the theory and practice.
Yu Qing (MBA)
Supervised by Zhao Xiaokang
KEY WORDS: CAR INSURANCE PRODUCT, CUSTOMER EXPERIENCE, UCD目录
V
目 录
摘要.........I
ABSTRACT ........III
第一章 绪论.........1
1.1 研究背景及研究意义...... 1
1.2 研究目的及研究内容、方法...... 2
1.3 国内外相关文献研究综述.......... 2
1.3.1 国外相关文献综述... 2
1.3.2 国内相关文献综述... 3
第二章 ZA 保险与传统保险公司的商业模式对比分析.....8
2.1 传统保险公司的商业模式........... 8
2.2 ZA 互联网保险公司的商业模式.. 9
2.2.1 产品层面...... 10
2.2.2 营销.. 11
2.3 总结........ 11
第三章 互联网产品设计的理论基础 ....12
3.1 用户体验理论..... 12
3.1.1 用户体验的概念...... 12
3.1.2 用户体验的特点...... 13
3.1.3 产品的信息架构与交互设计.......... 14
3.2 UCD 理论. 15
3.3 可用性研究理论. 16
3.3.1 可用性的概念.......... 16
3.3.2 可用性研究定义与指标...... 16
3.4 需求调研分析技术简介. 18
3.4.1 联合分析的基本概念.......... 18
3.4.2 联合分析的主要步骤.......... 18
第四章 机动车保险客户需求调研分析...21
4.1 调研问卷设计思路......... 21目录
VI
4.2 调研问卷分析..... 22
4.2.1 问卷结果统计分析.. 22
4.2.2 联合分析结论.......... 29
4.2.3 PA 保险公司车险网销客户售后评价分析（对照验证）. 32
4.3 问卷分析的结论与启示 33
4.3.1 问卷分析的结论...... 33
4.3.2 启
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