汽车感知质量培训.ppt

,*,*,单击此处编辑母版标题样式,单击此处编辑母版文本样式,第二级,第三级,第四级,第五级,感知质量概述,Concept of Perceptual Quality,Process Quality,过程质量,Supplier Quality,供应商质量,PD Quality,研发质量,Service Quality,服务质量,Quality System,质量体系,Customers Passion,客户热忱,Perception Quality,感知质量,Coherence Quality,一致性质量,Reliability Quality,可靠性质量,Quality Plan,质量规划,S&E,安全和环保,Regulation,强制法规,APQP and Quality GP,APQP,与质量着陆道,Quality Cost Model,质量成本,Product Economy,产品经济性,MFT SH&E,制造安全健康与环保,Quality Target Disperse,质量目标离散度,Standardization Quality,标准化质量,CPIP,质量持续改进,Integrate Four Quality Modules,四模块集成,Styling,造型美学,Gaps and Section,间隙与段差,Color,颜色系统美学,Service,贴心服务,Customer praise,公众口碑,Social Audit(JD.Power),社会评价,Brand,品牌,Product Praise,产品美誉度,Brand Praise,品牌美誉度,Good feel of purchase,购买过程的美好体验,“Woe”for owning the product,拥有产品的兴奋度,Brand faithfulness,品牌忠诚度,Four Quality Modules,质量四模块,姚氏汽车质量管理“球体斜坡”理论,Yaos Automotive Quality Management,“,Ball-S,lope,”Philosophy,感知质量管理理论框架,Perceptual Quality,Management,Principle Frame,“,Keep,the,customer at the center of everything!,”,以客户为中心,(Quality Guiding Principles all GM Regions Strategy Board 2008),Design Perceptual Quality,设计感知,Static PerceptualQuality,静态感知,Driving Performance,操控性能,Comfort/Convenience,舒服,/,便利,Versatility,多功能,Safety Perception,安全,Cost of Ownership,拥有成本,感知质量,Perceptual Quality,感知质量的定义,Perceptual Quality Definition,The customers(emotional)experience of vehicle attributes,appropriate to the needs and desires of the market segment,客户（感知上）对车辆品质的体验，其是与特定细分市场的客户需求和愿望相适应的。,Delight in features/details/fit&finish,在特征细节,/,缝隙配合上有亮点,Thoughtfulness in design,在设计上考虑周全,Exemplifies respect for the customer,顾客至上,“,This was made for me!”,“度身定做”,Scope,范围：,Perceptual Quality are all product traits noticed by the customers with all their senses(see,hear,feel,smell).,“感知质量”指的是客户能感知（看，听，摸，闻）到产品特性,High”Perceptual Quality”is the result of superior execution in styling,engineering and assembly with excellent materials.It culminates in a pleasing appearance and favorable first impression.,好的“感知质量”是造型设计与工程完美结合，并配以优质材料的产物。它臻于给客户以愉悦喜好的第一印象。,Benefits,优势,:,A product with a high Perceptual Quality will convince the customer that it offers value for money.,高品质的“感知质量”使得客户有物有所值的满足。,感知质量的定义,Perceptual Quality Definition,Bottom line,底线,:,Its about maximizing customer delight not minimizing customer complaints“,“,PQ,是给客户最大程度的愉悦，而非将客户的抱怨最小化”,Perceptual Quality is about,THINGS GONE RIGHT,感知质量是关注,做的正确的事情,Traditional quality metrics focus on things gone wrong,而传统的质量系统关注 出问题的事情，如,works doesnt work,功能不工作了,Malfunctions,故障产生了,Its about the quality of the effort not the quantity,PQ,关注的是努力的质量而不是数量,Perceptual Quality is a,subset,of the Product Profile,PQ,是整个产品特性中的一部分,Design,Static Perceptual Quality,Dynamic,Versatility,Safety Perception and Cost of Ownership,设计，静态感知质量，动态感，多功能，安全感及使用成本。,感知质量的定义,Perceptual Quality Definition,其涉及以下这些问题,It addresses these questions and comments:,The Mazda is a nicer vehicle,Mazada,是辆更好的车,The interior is cheap and plasticky,内饰看起来很便宜，全是塑料,I LOVE MY CAR!,我爱我车,This is a nice feature.,这个功能不错,I can,t store anything in this car!,这车我啥也放不进去,I feel at home in my car!,在车里就像在家一样,They thought thru my needs when they designed this,这车设计时考虑到我的需求了,I bought this one because it has things that the other didn,t.,这车有其他车所没的，所以我买了它,My car seemed to be much better built when compared to the Cobalt.,和那蓝的相比我的车好多了,It,s an extension of me!,这车是我的一部分,感知质量,Perceptual Quality,Why did you buy your first Mag Flashlight?,你为啥会倾向于买第一个手电？,“Thats Perceptual Quality”,这就是,PQ,It looked like precision,&it felt nice,“Gotta Have One!”,You just liked the way it looked!,那是因为它看上去不错！,Objective,客观的,Rational,合理的,Metrics,确定的,Absolute,绝对的,There or not there,在或不在,Assembled correctly or not,装对了或错了,Works or doesnt work,工作或故障,Subjective,主观,Emotional,情感上的,Opinion/Intuition,直觉的,Relative,相对的,Works well,运行不错,Feels good,感觉不错,Looks nice,看上去不错,Smells nice,闻上去不错,Sounds good,听着不错,Awesome,Wow.,真棒,Hard,理性,Soft,感性,Build Quality,制造质量,Math Quality,设计质量,Perceptual Quality,感知质量,Emotional Quality,情感质量,总体质量观,Total Quality Perspective,Color,颜色,Grain,皮纹,Gloss,光泽,Sound/Touch,声音 触觉,Integration,一体集成,Precision,精细化,Seat Tailoring,座椅缝制做工,Secondary Surfaces,次要表面,Surprise and Delight,惊讶和愉悦,Solid,结实的,Edges,边角,Space,空间感,Meeting Lifestyle,满足生活方式要求,Trunk,后备箱,感知质量,Perceptual Quality,WIN,致胜,Material,材料,Features,Delighters,特征,Execution,执行,Perceptual,Quality,感知质量,Hard Quality,硬性质量,Exterior,外饰,Importance of Quality Perception,PQ,对客户的重要程度,Interior,内饰,10 sec,头,10,秒,10 min,头,10,分钟,10 wk.,10 mos.,Exposure time to the vehicle:,顾客开始看车的时间,北美客户的感知质量,vs,时间表,U.S.Consumer Quality Perception vs.Time,Purchase,考虑,Consideration,购买,Purchase,决定,Decision,购买,Perceptual Quality is no longer a mystery,PQ,早已不再是神秘的。,Our understanding of customer expectations is better than ever,我们对客户的了解远胜于前。,Our understanding of the competition is much better than it has been recently,我们对竞争对手的了解也比以前多了。,Our teams are communicating like never before on enabling HIGH PQ solutions,我们的团队比以往更了解沟通如何实施优质,PQ,的方案。,We Are Making Progress!,我们在不断进步,感知质量评估,Assessment of Perceptual Quality,SPQ,Brazil,Brazil,Germany,全球感知质量评估,Global PQ Assessment,Major change:,Split ofDynamic Spider in,Driving Performance,and,Comfort/Convenience,Design PQ,设计感知,Static PQ,静态感知,Driving Performance,操控性能,Comfort/Convenience,舒适,/,便利,Versatility,多功能性,Safety Perception,安全,Cost of Ownership,拥有成本,Level 0,*,)PP Target Completion VPI,PP Target Compliance VTC,0,级定义,Level 0 Definitions,Design-the emotional connection to the styling of the vehicle,设计情感和汽车风格的结合,Static Perceptual Quality-the quality a discriminating customer would experience in showroom or at an auto show,静态感知质量一个挑剔的客户在展演室或车展上对车辆的体验。,0,级定义,Level 0 Definitions,设计,Design,5.Creative Storage,巧妙设计的储存空间,6.Interior,内饰,Material Quality,材料质量,3.Exterior,外饰,Customization,客户度身定制,Overall,整体设计,9.Interior,内饰,E-Technology,电子,-,技术,8.Interior,内饰,Customization,客户度身定制,4.Exterior,外饰,Jewel Effects,豪华风格,7.Interior,内饰,Jewel Effects,豪华风格,2.Exterior,外饰,E-Technology,电子,-,技术,静态感知质量,Static Perceptual Quality,整体,内饰目视质量成果,外饰目视质量成果,内饰操作件的质量成果,外饰操作件的质量成果,发动机仓布局成果,后备箱的成果,内表面的成果,静态感知质量目标设定,Static Perceptual Quality Target Setting,评分标准,Score Standard,感知质量流程,Perceptual Quality Process,感知质量流程,Perceptual Quality Process,Benchmarking,Target Setting,Evaluation,Issue Tracking,Issue Escalation,标杆选择,目标设定,评估,问题追踪,问题升级,Plan,计划,Create,制订,Execute,执行,感知质量流程,Perceptual Quality Process,MV,PQ Team Assessments,Bill of Competitiveness,竞争点清单,Features,Delighters,Materials,特点，亮点，材料,VPI,DSO,CSO,VDR,Integ,DSI,PQ Team Assessments,小组评估,Assessments,评估,Escalation Process,问题升级流程,Best,Practices,最优方法,PQ,Requirements,PQ,要求,Program,Definition,项目定义,Feedback,反馈,定义内容,Content Defined,Virtual and Physical Reviews,虚拟与现实的评估,设定目标,Set Targets,CN100 N109,PP Target SettingWorkshop,感知质量流程的实施,Execution of Perceptual Quality Process,DSI,-172,VPI,-144,SORP,0,PFI,-184,CSO,-108,PP Benchmark,Feed Design Concept Sheets,DMU,Seating Buck,Mule Build,IV Build,PP Level 1 Target Setting,Drv.Prf./C&C/Vers,PP Detailed Level Target Setting(/Breakdown,Drv.Perf./C&C/Vers,PP Assessments-Verify and Confirm Targets,Driving Performance,Comfort&Convenience,Versatility,PP Assessments-Verify and Confirm TargetsDesign PQ,Static PQ,Desk/Perf.Assessments-Verify and Confirm TargetsSafety Perception,Cost of Ownership,Lead:,Validation,Design,IntegrationVSSM/Safety,PP Level 1 Target Setting,Static PQ,PP Level 1 Target Setting,Safety P./CoO,PP Level 1 Target Setting,Design PQ,Technical Input to be provided by Functional Area Experts,Supported by Validation,DBOM,DBOM,BOM,BOM,最佳实践与竞争力分析,Best Practices&,Competitive Analysis,轮胎到车身轮罩距离,Tire to Body openings,Not Recommended,不推荐,Recommended,推荐,The side view distance between the tire and the edge of the wheel opening needs to be as small as possible.,从侧面观察，轮胎到车身轮罩的距离越小越好。,Program Specific Design Objectives,项目具体设计目标,Wiring,Hoses,and Tubing,配线，软管，管道系统的布局,Not Recommended,不推荐,Recommended,推荐,Rev:3/02,发动机仓系统,Under hood Systems,后行李箱,Compartment,VW Touareg Rear,大众途欢,装饰条连接处齐平而无缝,Garnish Molding joints are flush and seamless,Toyota RAV4,丰田,RAV4,Not Recommended,不推荐,Recommended,推荐,Tail lamp installation screws not visible very clean secondary surface,尾灯,Tail Lamp,Not Recommended,不推荐,Recommended,推荐,Another alternative,Desired States,Not Recommended,不推荐,Recommended,推荐,精确匹配,Precision Fits,Toyota RAV 4,Not Recommended,不推荐,Recommended,推荐,Not Recommended,不推荐,Recommended,推荐,Perceptual Quality,感知质量,Key Message,关键信息,Perceptual Quality is all about:,感知质量的所有一切都是为了：,Delighting customers from the first second to the very last moment of ownership,让客户从拥有车的第一秒开始到最后都感到满意和愉快。,Perceptual Quality is a systematic approach focusing on:,感知质量是一个系统的方法，致力于：,Understanding customer wants and needs,理解客户的所想与所需,“Gotta”have designs,让顾客“非要不可”的设计,Engineered and manufactured with precision,精密的工程与制造,How Good Can You be?,你的质量能有多好？,How Good Should You be?,你的质量应当有多好？,With a High Quality Rep,What can you get away with,-for a while?,拥有高质量的声誉，你能得到什么？,