【作者】 吕彦；

【导师】 盛亚； 李靖华；

【作者基本信息】 浙江工商大学 ， 技术经济及管理， 2007， 硕士

【摘要】 随着现代服务业的快速发展，体验经济时代即将到来。体验经济时代是服务经济的更高层次，消费者追求个性化与情境的诉求，企业则通过创造个性化生活及商业体验获得利润。个性化需求的满足和企业低成本的追求，决定了大规模定制是体验经济时代最具竞争力的服务模式。保险业作为典型的服务行业，如何利用顾客的需求驱动大规模定制的服务模式，更是保险行业未来发展的成功捷径。本文首先对大规模定制的内在机理、驱动因素以及在服务业的综合运用研究进行了系统的理论回顾和评述，在借鉴以往研究的基础上，提出本文的顾客需求驱动的人身保险大规模定制影响因素概念模型和五个假设。然后在对相关保险公司初步访谈的基础上设计了研究问卷，用因子分析，相关分析和回归分析等统计方法对概念模型进行了验证和分析；此外，本研究还进一步为人身保险公司更有效实施大规模定制提供可操作性的建议。研究得出的结论如下：(1)在服务创新、顾客需求理论和大规模定制思想相关理论研究基础上，构建了本文的人身保险业大规模定制驱动影响因素体系。该体系由两部分构成，在第一部分中，影响保险产品需求方的定制动机的主要因素是顾客个性化的需求和个体意识；在第二部分中，保险产品需求方的定制动机，保险产品提供方的提供能力和服务接触面的支持作用对人身保险大规模定制的驱动效用均存在着显著的影响作用。(2)根据顾客需求层次理论和金融需要的层次结构的研究，对于差异化开始登上竞争的舞台的保险市场现状，必须深入研究顾客的个性化需求特别是惊喜需求。(3)保险公司要成功采用大规模定制先进的生产方式，则要求需求方，提供方和服务接触面三者共同的作用。(4)本文通过对驱动效用的研究回顾，认为单一指标往往只反映了驱动效用的某一个方面，很难反映总体情况，采用了市场方面指标，创新数量指标，客户指标和关系指标这四个指标来较全面地反映大规模定制的驱动效用。更多还原

【Abstract】 With the fast development of modern service industry, experience economy will come. It is the highest level of service economy, in which consumers are in pursuit of personality and scenery experience, while enterprises gain profits through creating personal life and business experience. The personal demand and low cost determine that the production method of mass customization is the most competitive mode in service industry. As a kind of classical service industry, how to use mass customization effectively will be short cut to success for insurance industry.The paper reviews the essential mechanism, driven factors and integrated application of mass customization, and proposes a model with factors influencing mass customization in insurance based on customer-demand driven. Then according to relative interview of high-level officials in life insurance companies, questionnaires are distributed to test the model. Further more, practical suggestions are put forward to implement the manner of mass customization effectively. The result suggest that:(1) Based on the theories of service innovation, customer demand, and mass customization, the influenced factors system in life-insurance is established. The system is composed of two parts. In the first part, the customization motivation of insurance buyer is influenced by the personal need and individual consciousness; in the second part, the avail of mass customization is effected by the combination of customer motivation, suppliers’ capability and service interface.(2) Based on the research of customer need and financial need levels, personal demands especially surprised needs should be studied with regard to the fierce competition actuality.(3) The success adoption of mass customization should consider the collective affection of customer motivation, suppliers’ capability and service interface.(4) Through retrospection, it is erroneous to adopt only one index to reflect the avail of mass customization. So inspired by the book of Pine’s, four indexes are introduced in this paper.更多还原