汽车感知质量培训

1、感知质量概述Concept of Perceptual QualityProcess Quality过程质量量SupplierQuality供应商质质量PDQuality研发质量量Service Quality服务质量量Quality System质量体系系CustomersPassion客户热忱忱Perception Quality感知质量量CoherenceQuality一致性质质量ReliabilityQuality可靠性质质量Quality Plan质质量规划划S&E安安全和和环保Regulation 强制制法规APQP andQuality GPAPQP与质量量着陆道道Quality

2、 CostModel质量成本本Product Economy产品经济济性MFTSH&E制造安全全健康与与环保Quality TargetDisperse质质量目标标离散度度StandardizationQuality标准准化质量量CPIP 质量量持续改改进IntegrateFourQuality Modules四四模块集集成Styling造型美美学Gaps andSection间隙与段段差Color颜色色系统美美学Service贴心服服务Customerpraise公众口碑碑SocialAudit(JD.Power)社社会评价价Brand品牌牌Product Praise产品美誉誉度Brand

3、Praise品品牌美誉誉度Good feelofpurchase购购买过程程的美好好体验“Woe”forowningtheproduct拥有产品品的兴奋奋度Brandfaithfulness品牌忠诚诚度Four QualityModules质量四模模块姚氏汽车车质量管管理“球球体斜坡坡”理论论YaosAutomotive QualityManagement“Ball-Slope”Philosophy感知质量量管理理理论框架架Perceptual QualityManagementPrincipleFrame“Keepthecustomeratthe centerofeverything!”以客

4、户为为中心(QualityGuiding PrinciplesallGMRegionsStrategyBoard2008)DesignPerceptualQuality设设计感知知StaticPerceptualQuality 静态态感知Driving Performance操控控性能Comfort/Convenience舒服服/便利利Versatility多多功能能SafetyPerception安安全Cost of Ownership拥拥有成本本感知质量量Perceptual Quality感知质量量的定义义Perceptual QualityDefinitionThecustomers(

5、emotional)experience of vehicleattributes,appropriatetothe needs anddesires of themarketsegment客户（感感知上）对车辆辆品质的的体验，其是与与特定细细分市场场的客户户需求和和愿望相相适应的的。Delight in features /details/ fit& finish在特征细细节/缝缝隙配合合上有亮亮点Thoughtfulnessindesign在设计上上考虑周周全Exemplifiesrespect forthecustomer顾客至上上“Thiswasmadeforme!”“度身定定做”Sc

6、ope范围围：PerceptualQualityareall producttraits noticedbythe customerswith alltheirsenses(see,hear,feel,smell).“感知质质量”指指的是客客户能感感知（看看，听，摸，闻闻）到产产品特性性High ”Perceptual Quality” is theresultofsuperiorexecution in styling, engineering andassemblywith excellentmaterials. It culminatesinapleasingappearance and

7、favorablefirstimpression.好的“感感知质量量”是造造型设计计与工程程完美结结合，并并配以优优质材料料的产物物。它臻臻于给客客户以愉愉悦喜好好的第一一印象。Benefits优势势:A productwitha highPerceptualQualitywillconvincethecustomerthatitoffersvaluefor money.高品质的的“感知知质量”使得客客户有物物有所值值的满足足。感知质量量的定义义Perceptual QualityDefinitionBottomline底线线:Itsaboutmaximizing customer delig

8、htnot minimizingcustomercomplaints“PQ是是给客户户最大程程度的愉愉悦，而而非将客客户的抱抱怨最小小化”Perceptual QualityisaboutTHINGSGONERIGHT感知质量量是关注注做的正确确的事情情Traditionalquality metricsfocusonthings gonewrong而传统的的质量系系统关注注 出问问题的事事情，如如worksdoesnt work功能不工工作了Malfunctions故障产生生了Its about thequality of theeffortnot thequantityPQ关注注的是努努力

9、的质质量而不不是数量量Perceptual QualityisasubsetoftheProductProfilePQ是整整个产品品特性中中的一部部分Design, StaticPerceptual Quality, Dynamic, Versatility,SafetyPerceptionandCostofOwnership设计，静静态感知知质量，动态感感，多功功能，安安全感及及使用成成本。感知质量量的定义义Perceptual QualityDefinition其涉及以以下这些些问题Itaddressesthesequestions andcomments:TheMazdaisanicer

10、vehicleMazada是是辆更更好的车车Theinteriorischeapand plasticky内饰看起起来很便便宜，全全是塑料料I LOVEMYCAR!我爱我车车This is anicefeature.这个功能能不错I cant store anything in thiscar!这车我啥啥也放不不进去I feelathomeinmycar!在车里就就像在家家一样They thoughtthrumyneedswhen theydesignedthis这车设计计时考虑虑到我的的需求了了I boughtthis onebecause it hasthingsthattheotherd

11、idnt.这车有其其他车所所没的，所以我我买了它它Mycarseemed to be muchbetter built whencomparedtothe Cobalt.和那蓝的的相比我我的车好好多了Its an extensionofme!这车是我我的一部部分感知质量量Perceptual QualityWhydid youbuyyourfirstMagFlashlight?你为啥会会倾向于于买第一一个手电电？“Thats PerceptualQuality”这这就是是PQItlookedlikeprecision& it feltnice“GottaHaveOne!”Youjustlike

12、dtheway it looked!那是因为为它看上上去不错错！Objective客客观的的Rational合合理的的Metrics确确定定的Absolute绝绝对的的Thereornotthere在或不在在Assembled correctlyornot装对了或或错了Worksordoesntwork工作或故故障Subjective 主观观Emotional情情感上上的Opinion/Intuition直觉觉的Relative相相对的 Works well运运行不不错 Feels good感感觉不不错 Looks nice看看上去去不错 Smellsnice 闻上上去不错错 Soundsgo

13、od 听着着不错Awesome,Wow.真棒棒Hard理性Soft感性BuildQuality制造质量量Math Quality设计质量量Perceptual Quality感知质量量EmotionalQuality情感质量量总体质量量观TotalQuality PerspectiveColor颜色色Grain皮纹纹Gloss光泽泽Sound/Touch声音触触觉Integration一体体集成Precision精精细化Seat Tailoring座椅椅缝制做做工SecondarySurfaces次要表面面SurpriseandDelight惊讶和愉愉悦Solid结实的Edges边角角Spac

14、e空间间感Meeting Lifestyle满足生活活方式要要求Trunk后后备箱感知质量量Perceptual QualityWIN致胜Material材料FeaturesDelighters特征Execution执行PerceptualQuality感知质量量Hard Quality硬性质量量Exterior外饰Importance of QualityPerceptionPQ对客客户的重重要程度度Interior内饰10 sec 头10秒10 min 头10分钟10 wk. 10 mos.Exposuretime to thevehicle:顾客客开始看看车的时时间北美客户户的感知知质量

15、vs时间间表U.S. Consumer QualityPerceptionvs.TimePurchase 考虑Consideration购买Purchase决定 Decision购买Perceptual Qualityisnolonger amysteryPQ早已已不再是是神秘的的。Ourunderstandingofcustomerexpectationsisbetter thanever我们对客客户的了了解远胜胜于前。Ourunderstandingofthecompetitionismuchbetterthanithasbeenrecently我们对竞竞争对手手的了解解也比以以前多了了。

16、Ourteamsare communicatinglikeneverbeforeonenablingHIGHPQsolutions我们的团团队比以以往更了了解沟通通如何实实施优质质PQ的的方案。WeAreMaking Progress!我我们在在不断进进步感知质量量评估Assessment of PerceptualQualitySPQBrazilBrazilGermany全球感知知质量评评估GlobalPQAssessmentMajorchange:SplitofDynamic SpiderinDriving PerformanceandComfort/ConvenienceDesignPQ

17、设计感知知StaticPQ静态感知知Driving Performance操控性能能Comfort/Convenience舒适/便便利Versatility多功能性性SafetyPerception安全 Cost ofOwnership拥有成本本*)PPTarget CompletionVPIPPTargetCompliance VTC0级定义义Level0 DefinitionsDesign- theemotionalconnectiontothestylingofthevehicle设计情感和和汽车风风格的结结合StaticPerceptualQuality-thequalitya dis

18、criminating customer would experienceinshowroomoratanautoshow静态感知知质量一个个挑剔的的客户在在展演室室或车展展上对车车辆的体体验。0级定义义Level0 Definitions设计Design5.CreativeStorage巧妙设计计的储存存空间6.Interior内饰饰MaterialQuality材料质量量3.Exterior外外饰Customization客户度身身定制Overall整体设计计9.Interior内饰饰E-Technology电电子-技技术8.Interior内内饰Customization客户度身身定制4

19、.Exterior外外饰JewelEffects豪华风格格7.Interior内内饰JewelEffects豪华风格格2.Exterior外饰饰E-Technology电电子-技术静态感知知质量StaticPerceptualQuality整体内饰目视视质量成成果外饰目视视质量成成果内饰操作作件的质质量成果果外饰操作作件的质质量成果果发动机仓仓布局成成果后备箱的的成果内表面的的成果静态感知知质量目目标设定定StaticPerceptualQuality TargetSetting评分标准准ScoreStandard感知质量量流程Perceptual QualityProcess感知质量量流程P

20、erceptual QualityProcessBenchmarkingTargetSettingEvaluationIssueTrackingIssueEscalation标杆选择择目标设定定评估问题追踪踪问题升级级Plan计划Create制制订Execute执行感知质量量流程Perceptual QualityProcessMVPQTeam AssessmentsBill of Competitiveness竞争争点清单单Features,Delighters,Materials特点，亮点，材料VPIDSOCSOVDRIntegDSIPQTeam Assessments小组评评估Asses

21、sments评估估Escalation Process问问题升级级流程BestPractices最优方法法PQ RequirementsPQ要求求ProgramDefinition项目定义义Feedback反馈馈定义内容容ContentDefinedVirtual andPhysicalReviews虚虚拟与现现实的评评估设定目标标Set TargetsCN100N109PPTargetSettingWorkshop 感知质量量流程的的实施ExecutionofPerceptualQuality ProcessDSI-172VPI-144SORP0PFI-184CSO-108PPBenchma

22、rkFeedDesignConceptSheetsDMUSeating BuckMule BuildIV BuildPPLevel1TargetSettingDrv. Prf./C&C/VersPPDetailedLevelTarget Setting(/BreakdownDrv. Perf./C&C/VersPPAssessments- VerifyandConfirmTargetsDriving Performance,Comfort& Convenience,VersatilityPPAssessments- VerifyandConfirmTargetsDesignPQ,Static

23、PQ,Desk/Perf.Assessments- VerifyandConfirmTargetsSafetyPerception,Cost of OwnershipLead:ValidationDesignIntegrationVSSM/SafetyPPLevel1Target SettingStaticPQPPLevel1TargetSettingSafetyP./CoOPPLevel1TargetSettingDesignPQTechnicalInputtobeprovidedbyFunctionalArea ExpertsSupportedbyValidationDBOMDBOMBOM

24、BOM最佳实践践与竞争争力分析析Best Practices&CompetitiveAnalysis轮胎到车车身轮罩罩距离Tire to BodyopeningsNotRecommended不推荐Recommended推荐Thesideview distance betweenthe tireand theedge of thewheelopening needs to be as small as possible.从侧侧面观察察，轮胎胎到车身身轮罩的的距离越越小越好好。Program Specific DesignObjectives项目具体体设计目目标Wiring, Hoses,andTubing配线，软软管，管管道系统统的布局局NotRecommended不推荐Recommended推荐Rev: 3/02发动机仓仓系统Underhood Systems后行李箱箱CompartmentVWTouareg Rear大大众途欢欢装饰条连连接处齐齐平而无无缝Garnish Moldingjoints areflushandseamlessToyotaRAV4丰田田RAV4Not