The Research Of Mass-Customization Influencing Factors In Life Insurance Based On Customer Demand Driven

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.