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2020年UBI车险项目商业计划书DOC

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基于车联网的 UBI 车险(Usage Based Insurance,基于驾驶行为而定保费的保险)商 业计划,借鉴了国外先进的 UBI 车险理念以及成功的运营经验,通过结合我国本土的车 险现状,试图找到一条符合我国特色的 UBI 车险运营模式。OBD(OnBoardDiagnostics, 车载自动诊断系统)作为一个标准的汽车排放指标检测端口,由于它能获取汽车行车电 脑的大部分信息,自然成了获取 UBI 车险模型所需数据的理想接口。在个别激进的观点 里,OBD 接口甚至成了一个万能的端口,在相当一段时间里,甚至把抢占 OBD 这个接 口作为控制车联网大数据的必要手段。OBD 接口对于 UBI 车险项目固然非常重要,虽 然本商业计划书也是围绕以 OBD 作为核心接口来采集 UBI 车险的大数据,并证明这是 一个可行的途径;但这并不意味着 UBI 车险项目只能采用 OBD 接口作为采集数据的唯 一途径。 随着科学技术的发展,相信人们会不断丰富 UBI 车险大数据的采集手段,新型传感 器,智能识别算法,V2V 技术必将产生并推动新的 UBI 车险数据采集方式更加先进和 有效;但采用基于车辆实际使用情况来衡量用户保费的这一方法或思想是不会改变的。 本商业计划书正是基于这一核心思想找到与之匹配可行的 UBI 车险软硬件解决方案。 通过车联网采集用户驾驶行为大数据作为 UBI 车险保费精算依据思想是本的思想 精华。 车联网只是为了实现 UBI 车险解决方案而选择的手段。通过车辆联网,也是最有效 的实现对汽车行驶数据的实时监控。车联网必将是一种趋势,不管用何种方式实现的车 辆联网,都可以采用本提到的基于车主用户驾驶行为作为保费衡量依据的方法来设 计、运营 UBI 车险项目。 本主要从 UBI 车险原理,解决方案思考,商业模式探讨,国内外 UBI 车险市 场现状,国内车险市场的调查、分析等方面阐述了 UBI 车险项目推行的市场机会和意 义,并论述了通过当前的科技手段完全可以让 UBI 车险项目具备可实现性,作者根据自 己的经验设计了具体的软硬件解决方案。 在此基础上,作者根据国内车险市场和车联网发展的现状对 UBI 车险项目的市场机 会做了具体的分析,并对 UBI 车险项目的设计,团队组建,财务分析做了简单的规划。 综上可见,UBI 车险从汽车大数据获取途径选择,车联网实时通信手段运用,再到 软硬件实现具备可行性,UBI 车险市场在中国车险行业里有很好的发展机会和价值,值 得大力推行,期待中国 UBI 车险春天的到来! 关键词:UBI 车险,商业模式,商业计划书II The Business Plan of UBI Car Insurance Project Abstract The auto UBI business plan which based on internet of vehicle(IOV) refers to the advanced thoughts and ideas of foreign auto UBI projects, and absorbs the successful operation experience of them. The auto UBI business plan based on the present situation of China auto insurance, and it try to find a proper and special operation mode of auto UBI. OBD is standard diagnostic interface for the index of auto exhaust emission, it can read the most information of the auto driving computer, so OBD becomes to the ideal interface for getting the big data of the auto UBI model. In some special opinion, OBD is considered as an all-purpose interface. Someone even consider the OBD as a necessary port for IOV in quite a period of time. The OBD interface is important for auto UBI application, and this business plan is also focus on the OBD interface to give the solution of auto UBI project, and this solution is realization feasible. But, It is not means that the OBD interface is the only method for getting auto UBI big data. With the development of the science and technology, more and more new methods for getting auto UBI data will be found. The new intelligent senses, the new intelligent identify algorithm and vehicle to vehicle (V2V) communication technology will push the more advanced and efficient method for getting auto UBI data. The thought and idea which judging the insurance fee byuser’s driving behavior will keep the same at anytime for auto UBI application.And this business plan can find the total feasible and matching method for auto UBI project is just based onthekeythought and idea. It’s the essenceofthought in this thesis which uses the IOVdriving behaviors’data to calculate the customers’auto insurance fee. IOV is just the method to realize the auto UBI solution. It’s the effective monitoring method for getting the real time data during the car driving. IOV is a trend, no matter what the way to achieve the vehicle networking, people can use this paper method to calculate, to realize or to operate the auto UBI project which based on the user's driving behavior as a measure of the premium. In this article, the auto UBI scheme introduction, auto UBI solution thinking, Business model discussion, current situation of domestic & international auto insurance market, domestic auto insurance market investigation and analysis are mainly focused on. The opportunity and significance of the auto UBI project is illustrated.And it also tells us this project can be realized under today’s science and technology. In this article , hardware and software solution of thisIII auto UBI project are designed. Based on the above, the opportunity of the auto UBI project according to the current situation of the auto insurance market and the internet of vehicle (IOV) market in China analyzed. And the detailed plan of project management, team building and finance are gived. Accordingto theaboveall, this auto UBIproject has goodfeasibilityfromschemeto realization. It’s a good opportunity to implement the auto UBI market in today’s China. And this implementation is valuable in today’s society. The spring of China auto UBI field is coming. Key words: UBI,Business Model ,the Business Plan projectIV 目录 中文摘要....................................................................................................................................I Abstract....................................................................................................................................II 第一章 引言..............................................................................................................................1 1.1 UBI 车险项目的发展前景...........................................................................................1 1.1.1 保险行业对差异化费率的需求........................................................................1 1.1.2 UBI 大数据为保险公司降低管理成本.............................................................1 1.1.3 UBI 车险为用户减少保险费用.........................................................................2 1.2 UBI 车险项目的重要意义...........................................................................................2 1.2.1 保费更合理........................................................................................................2 1.2.2 驱动驾驶行为改善............................................................................................3 1.2.3 增值服务落地....................................................................................................3 1.3 UBI 车险的国外实际推行效果好............................................................................3 第二章 项目概况......................................................................................................................5 2.1 UBI 车险项目简介 .......................................................................................................5 2.2 UBI 车险的实现原理...................................................................................................5 2.3 UBI 车险项目愿景与使命...........................................................................................6 2.4 UBI 车险项目战略 .......................................................................................................6 2.5 UBI 车险为保险公司带来利润...................................................................................7 2.6 UBI 车险模式为平台带来大数据...............................................................................7 第三章 UBI 车险市场现状及分析........................................................................................9 3.1 国外 UBI 车险现状 .....................................................................................................9 3.1.1 美国发展现状.....................................................................................................9 3.1.2 欧洲发展现状....................................................................................................9 3.1.3 亚洲发展现状..................................................................................................10 3.2 我国车险行业的现状................................................................................................11 3.2.1 我国车险行业的现状......................................................................................11 3.2.2 我国车险行业面临的困境..............................................................................12 3.3 我国 UBI 车险市场需求分析...................................................................................14 3.3.1 车险市场容量巨大..........................................................................................14 3.3.2 市场期待 UBI 车险模式出现.........................................................................15 3.3.3 各行业期盼 UBI 车险的汽车行业大数据资源.............................................15 3.4 中国推行 UBI 车险的符合时代发展趋势.............................................................16V 第四章 UBI 车险解决方案及商业模式.................................................................................18 4.1 UBI 车险解决方案 .....................................................................................................18 4.1.1 硬件解决方案..................................................................................................18 4.1.2 软件解决方案...................................................................................................20 4.2 UBI 车险商业模式 .....................................................................................................27 4.2.1 通过商业模式画布来提炼 UBI 车险的商业模式.........................................27 4.2.2 UBI 车险商业模式画布...................................................................................28 4.2.3 商业模式分析..................................................................................................29 第五章 UBI 车险项目创业团队及人力资源管理................................................................33 5.1 UBI 车险项目创业团队.............................................................................................33 5.2 UBI 车险项目人力资源管理..................................................................................34 5.2.1 建立适合 UBI 车险商业模式的薪酬制度及激励机制.................................35 5.2.2 基于 Web 服务的保险公司人力资源管理系统设计...................................35 5.2.3 基于社会责任进行保险公司人力资源管理设计........................................35 5.2.4 基于素质模型的保险公司人力资源管理设计..............................................36 5.2.5 基于以人为本企业文化的保险公司人力资源管理设计..............................36 第六章 UBI 车险市场定位和营销策略................................................................................37 6.1 目标客户和市场定位................................................................................................37 6.1.1 目标客户 ..........................................................................................................37 6.1.2 市场定位 ..........................................................................................................37 6.1.3 品牌经营..........................................................................................................37 6.2 营销手段....................................................................................................................38 6.2.1 通过官方平台线上销售和推广......................................................................38 6.2.2 免费试用..........................................................................................................39 6.2.3 众筹平台推广和营销......................................................................................39 6.2.4 合作伙伴代销..................................................................................................39 6.2.5 营销活动...........................................................................................................39 6.2.6 售后服务..........................................................................................................39 6.3 项目实施策略及项目管理.........................................................................................40 第七章 UBI 车险项目财务预算及风险分析........................................................................44 7.1 UBI 车险项目财务预算 .............................................................................................44 7.2 UBI 车险项目风险及应对策略.................................................................................46 7.2.1 技术风险..........................................................................................................46 7.2.2 市场风险..........................................................................................................46VI 7.2.3 政策风险..........................................................................................................46 7.2.4 财务风险..........................................................................................................47 7.3 UBI 车险项目可行性结论.........................................................................................47