汽车感知质量培训课件

感知质量概述

ConceptofPerceptualQuality感知质量概述

ConceptofPerceptualQProcessQuality过程质量SupplierQuality供应商质量PDQuality研发质量ServiceQuality服务质量QualitySystem质量体系CustomersPassion客户热忱PerceptionQuality感知质量CoherenceQuality一致性质量ReliabilityQuality可靠性质量QualityPlan质量规划S&E安全和环保Regulation强制法规APQPandQualityGPAPQP与质量着陆道QualityCostModel

质量成本ProductEconomy

产品经济性MFTSH&E

制造安全健康与环保QualityTargetDisperse质量目标离散度StandardizationQuality标准化质量CPIP质量持续改进IntegrateFourQualityModules四模块集成Styling造型美学GapsandSection

间隙与段差

Color颜色系统美学Service贴心服务Customerpraise

公众口碑SocialAudit(JD.Power)社会评价Brand品牌ProductPraise

产品美誉度BrandPraise品牌美誉度Goodfeelofpurchase购买过程的美好体验“Woe”forowningtheproduct

拥有产品的兴奋度Brandfaithfulness

品牌忠诚度FourQualityModules质量四模块姚氏汽车质量管理“球体斜坡”理论

Yao’sAutomotiveQualityManagement“Ball-Slope”Philosophy感知质量管理理论框架

PerceptualQualityManagementPrincipleFrame

ProcessQualitySupplierQualit“Keepthe

customeratthecenterofeverything!”以客户为中心(QualityGuidingPrinciples–allGMRegionsStrategyBoard2008)DesignPerceptualQuality

设计感知StaticPerceptual

Quality静态感知DrivingPerformance

操控性能Comfort/Convenience

舒服/便利Versatility

多功能SafetyPerception

安全CostofOwnership拥有成本感知质量

PerceptualQuality“Keepthecustomeratthecent感知质量的定义

PerceptualQualityDefinitionThecustomer’s(emotional)experienceofvehicleattributes,appropriatetotheneedsanddesiresofthemarketsegment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。Delightinfeatures/details/fit&finish

在特征细节/缝隙配合上有亮点Thoughtfulnessindesign

在设计上考虑周全Exemplifiesrespectforthecustomer

顾客至上“Thiswasmadeforme!”

“度身定做”感知质量的定义

PerceptualQualityDefScope范围："PerceptualQuality"areallproducttraitsnoticedbythecustomerswithalltheirsenses(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”PerceptualQuality”istheresultofsuperiorexecutioninstyling,engineeringandassemblywithexcellentmaterials.Itculminatesinapleasingappearanceandfavorablefirstimpression.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:Aproductwithahigh"PerceptualQuality"willconvincethecustomerthatitoffersvalueformoney.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PerceptualQualityDefinitionBottomline底线:"It’saboutmaximizingcustomerdelightnotminimizingcustomercomplaints““PQ是给客户最大程度的愉悦，而非将客户的抱怨最小化”Scope范围：Benefits优势:感知质量的定义BottPerceptualQualityisaboutTHINGSGONERIGHT

感知质量是关注做的正确的事情Traditionalqualitymetricsfocusonthingsgonewrong

而传统的质量系统关注出问题的事情，如worksdoesn’twork 功能不工作了Malfunctions故障产生了It’saboutthequalityoftheeffortnotthequantity

PQ关注的是努力的质量而不是数量PerceptualQualityisasubsetoftheProductProfile

PQ是整个产品特性中的一部分Design,StaticPerceptualQuality,Dynamic,Versatility,SafetyPerceptionandCostofOwnership

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PerceptualQualityDefinitionPerceptualQualityisaboutTH其涉及以下这些问题Itaddressesthesequestionsandcomments:TheMazdaisanicervehicleMazada是辆更好的车Theinteriorischeapandplasticky…内饰看起来很便宜，全是塑料ILOVEMYCAR!我爱我车Thisisanicefeature.这个功能不错Ican’tstoreanythinginthiscar!这车我啥也放不进去Ifeelathomeinmycar!在车里就像在家一样Theythoughtthrumyneedswhentheydesignedthis这车设计时考虑到我的需求了Iboughtthisonebecauseithasthingsthattheotherdidn’t.这车有其他车所没的，所以我买了它MycarseemedtobemuchbetterbuiltwhencomparedtotheCobalt.和那蓝的相比我的车好多了It’sanextensionofme!这车是我的一部分其涉及以下这些问题TheMazdaisanicer感知质量PerceptualQualityWhydidyoubuyyourfirstMagFlashlight?你为啥会倾向于买第一个手电？“That’sPerceptualQuality”这就是PQItlookedlikeprecision&itfeltnice“GottaHaveOne!”Youjustlikedthewayitlooked!那是因为它看上去不错！感知质量WhydidyoubuyyourfirstObjective客观的Rational合理的Metrics确定的Absolute绝对的Thereornotthere

在或不在•Assembledcorrectlyornot

装对了或错了•Worksordoesn’twork工作或故障Subjective主观Emotional情感上的Opinion/Intuition直觉的Relative相对的•Workswell运行不错•Feelsgood感觉不错•Looksnice看上去不错•Smellsnice闻上去不错•Soundsgood听着不错

Awesome,Wow….真棒Hard理性Soft感性BuildQuality制造质量MathQuality设计质量PerceptualQuality感知质量EmotionalQuality情感质量总体质量观TotalQualityPerspectiveObjective客观的Subjective主观HardColor颜色Grain皮纹Gloss光泽Sound/Touch声音触觉Integration一体集成Precision精细化SeatTailoring座椅缝制做工SecondarySurfaces次要表面SurpriseandDelight惊讶和愉悦Solid结实的Edges边角Space空间感MeetingLifestyle满足生活方式要求Trunk后备箱感知质量

PerceptualQualityWIN致胜Material材料FeaturesDelighters特征Execution执行Color颜色Grain皮纹Gloss光泽Sound/TouPerceptualQuality感知质量HardQuality硬性质量Exterior外饰ImportanceofQualityPerceptionPQ对客户的重要程度Interior内饰10sec头10秒10min头10分钟10wk.10mos.Exposuretimetothevehicle:顾客开始看车的时间北美客户的感知质量vs时间表U.S.ConsumerQualityPerceptionvs.TimePurchase考虑

Consideration购买Purchase决定

Decision购买PerceptualHardQualityExterioPerceptualQualityisnolongeramysteryPQ早已不再是神秘的。Ourunderstandingofcustomerexpectationsisbetterthanever

我们对客户的了解远胜于前。Ourunderstandingofthecompetitionismuchbetterthanithasbeenrecently我们对竞争对手的了解也比以前多了。OurteamsarecommunicatinglikeneverbeforeonenablingHIGHPQsolutions

我们的团队比以往更了解沟通如何实施优质PQ的方案。WeAreMakingProgress!

我们在不断进步PerceptualQualityisnolonge感知质量评估

AssessmentofPerceptualQuality感知质量评估

AssessmentofPerceptuaSPQBrazilBrazilGermany全球感知质量评估GlobalPQAssessmentSPQBrazilBrazilGermany全球感知质量评估Majorchange:Splitof

DynamicSpiderinDrivingPerformanceandComfort/ConvenienceDesignPQ设计感知StaticPQ

静态感知DrivingPerformance操控性能Comfort/Convenience舒适/便利Versatility多功能性SafetyPerception安全Costof

Ownership拥有成本Level0*)PPTargetCompletion@VPIPPTargetCompliance@VTC0级定义Level0DefinitionsMajorchange:DesignPQStaticPDesign-theemotionalconnectiontothestylingofthevehicle

设计－－情感和汽车风格的结合StaticPerceptualQuality-thequalityadiscriminatingcustomerwouldexperienceinshowroomoratanautoshow

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Level0DefinitionsDesign-theemotionalconnect设计Design5.CreativeStorage巧妙设计的储存空间6.Interior内饰MaterialQuality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JewelEffects豪华风格7.Interior内饰JewelEffects豪华风格2.Exterior外饰E-Technology电子-技术设计5.CreativeStorage6.Interi静态感知质量StaticPerceptualQuality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整体内饰目视质量成果外饰目视质量成果内饰操作件的静态感知质量目标设定StaticPerceptualQualityTargetSetting静态感知质量目标设定评分标准ScoreStandard评分标准感知质量流程

PerceptualQualityProcess感知质量流程

PerceptualQualityProc感知质量流程PerceptualQualityProcessBenchmarkingTargetSettingEvaluationIssueTrackingIssueEscalation标杆选择目标设定评估问题追踪问题升级感知质量流程BenchmarkingTargetSettiPlan计划Create制订Execute执行感知质量流程PerceptualQualityProcessMVPQTeamAssessmentsBillofCompetitiveness竞争点清单Features,Delighters,Materials特点，亮点，材料VPIDSOCSOVDRIntegDSIPQTeamAssessments小组评估Assessments评估EscalationProcess问题升级流程BestPractices最优方法PQRequirementsPQ要求ProgramDefinition项目定义Feedback反馈定义内容ContentDefinedVirtualandPhysicalReviews虚拟与现实的评估设定目标SetTargetsCN100N109Plan计划Create制订Execute执行感知质量流程MPPTargetSetting

Workshop

感知质量流程的实施ExecutionofPerceptualQualityProcessDSI-172VPI-144SORP0PFI-184CSO-108PP

BenchmarkFeed

Design

Concept

SheetsDMUSeatingBuckMuleBuildIVBuildPPLevel1

TargetSettingDrv.Prf./C&C/VersPPDetailedLevel

TargetSetting(/BreakdownDrv.Perf./C&C/VersPPAssessments-VerifyandConfirmTargetsDrivingPerformance,Comfort&Convenience,VersatilityPPAssessments-VerifyandConfirmTargets

DesignPQ,StaticPQ,Desk/Perf.Assessments-VerifyandConfirmTargets

SafetyPerception,CostofOwnershipLead:ValidationDesignIntegration

VSSM/SafetyPPLevel1

TargetSettingStaticPQPPLevel1

TargetSettingSafetyP./CoOPPLevel1

TargetSettingDesignPQTechnicalInputtobeprovidedbyFunctionalAreaExpertsSupportedbyValidationDBOMDBOMBOMBOMPPTargetSetting

Workshop感知质量最佳实践与竞争力分析BestPractices&CompetitiveAnalysis最佳实践与竞争力分析轮胎到车身轮罩距离

TiretoBodyopeningsNotRecommended不推荐Recommended推荐Thesideviewdistancebetweenthetireandtheedgeofthewheelopeningneedstobeassmallaspossible.从侧面观察，轮胎到车身轮罩的距离越小越好。轮胎到车身轮罩距离NotRecommendedRecomProgramSpecificDesignObjectives项目具体设计目标Wiring,Hoses,andTubing配线，软管，管道系统的布局NotRecommended不推荐Recommended推荐Rev:3/02发动机仓系统UnderhoodSystemsProgramSpecificDesignObject后行李箱CompartmentVWTouaregRear大众途欢后行李箱VWTouaregRear大众途欢装饰条连接处齐平而无缝GarnishMoldingjointsareflushandseamlessToyotaRAV4丰田RAV4NotRecommended不推荐Recommended推荐装饰条连接处齐平而无缝ToyotaRAV4丰田RAV4NoTaillampinstallationscrewsnotvisible–verycleansecondarysurface尾灯TailLampNotRecommended不推荐Recommended推荐TaillampinstallationscrewsAnotheralternativeDesiredStatesNotRecommended不推荐Recommended推荐AnotheralternativeDesiredSta精确匹配PrecisionFitsToyotaRAV4–精确匹配ToyotaRAV4–汽车感知质量培训课件NotRecommended不推荐Recommended推荐NotRecommendedRecommendedNotRecommended不推荐Recommended推荐NotRecommendedRecommended汽车感知质量培训课件汽车感知质量培训课件汽车感知质量培训课件汽车感知质量培训课件汽车感知质量培训课件PerceptualQuality感知质量–

KeyMessage关键信息PerceptualQualityisallabout:感知质量的所有一切都是为了：Delightingcustomersfromthefirstsecondtotheverylastmomentofownership让客户从拥有车的第一秒开始到最后都感到满意和愉快。PerceptualQualityisasystematicapproachfocusingon:感知质量是一个系统的方法，致力于：Understandingcustomerwantsandneeds理解客户的所想与所需“Gotta”havedesigns让顾客“非要不可”的设计Engineeredandmanufacturedwithprecision精密的工程与制造PerceptualQuality感知质量–

KeyHowGoodCanYoube?你的质量能有多好？HowGoodShouldYoube?你的质量应当有多好？WithaHighQualityRep,Whatcanyougetawaywith-forawhile?拥有高质量的声誉，你能得到什么？HowGoodCanYoube?你的质量能有多好？H感知质量概述

ConceptofPerceptualQuality感知质量概述

ConceptofPerceptualQProcessQuality过程质量SupplierQuality供应商质量PDQuality研发质量ServiceQuality服务质量QualitySystem质量体系CustomersPassion客户热忱PerceptionQuality感知质量CoherenceQuality一致性质量ReliabilityQuality可靠性质量QualityPlan质量规划S&E安全和环保Regulation强制法规APQPandQualityGPAPQP与质量着陆道QualityCostModel

质量成本ProductEconomy

产品经济性MFTSH&E

制造安全健康与环保QualityTargetDisperse质量目标离散度StandardizationQuality标准化质量CPIP质量持续改进IntegrateFourQualityModules四模块集成Styling造型美学GapsandSection

间隙与段差

Color颜色系统美学Service贴心服务Customerpraise

公众口碑SocialAudit(JD.Power)社会评价Brand品牌ProductPraise

产品美誉度BrandPraise品牌美誉度Goodfeelofpurchase购买过程的美好体验“Woe”forowningtheproduct

拥有产品的兴奋度Brandfaithfulness

品牌忠诚度FourQualityModules质量四模块姚氏汽车质量管理“球体斜坡”理论

Yao’sAutomotiveQualityManagement“Ball-Slope”Philosophy感知质量管理理论框架

PerceptualQualityManagementPrincipleFrame

ProcessQualitySupplierQualit“Keepthe

customeratthecenterofeverything!”以客户为中心(QualityGuidingPrinciples–allGMRegionsStrategyBoard2008)DesignPerceptualQuality

设计感知StaticPerceptual

Quality静态感知DrivingPerformance

操控性能Comfort/Convenience

舒服/便利Versatility

多功能SafetyPerception

安全CostofOwnership拥有成本感知质量

PerceptualQuality“Keepthecustomeratthecent感知质量的定义

PerceptualQualityDefinitionThecustomer’s(emotional)experienceofvehicleattributes,appropriatetotheneedsanddesiresofthemarketsegment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。Delightinfeatures/details/fit&finish

在特征细节/缝隙配合上有亮点Thoughtfulnessindesign

在设计上考虑周全Exemplifiesrespectforthecustomer

顾客至上“Thiswasmadeforme!”

“度身定做”感知质量的定义

PerceptualQualityDefScope范围："PerceptualQuality"areallproducttraitsnoticedbythecustomerswithalltheirsenses(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”PerceptualQuality”istheresultofsuperiorexecutioninstyling,engineeringandassemblywithexcellentmaterials.Itculminatesinapleasingappearanceandfavorablefirstimpression.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:Aproductwithahigh"PerceptualQuality"willconvincethecustomerthatitoffersvalueformoney.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PerceptualQualityDefinitionBottomline底线:"It’saboutmaximizingcustomerdelightnotminimizingcustomercomplaints““PQ是给客户最大程度的愉悦，而非将客户的抱怨最小化”Scope范围：Benefits优势:感知质量的定义BottPerceptualQualityisaboutTHINGSGONERIGHT

感知质量是关注做的正确的事情Traditionalqualitymetricsfocusonthingsgonewrong

而传统的质量系统关注出问题的事情，如worksdoesn’twork 功能不工作了Malfunctions故障产生了It’saboutthequalityoftheeffortnotthequantity

PQ关注的是努力的质量而不是数量PerceptualQualityisasubsetoftheProductProfile

PQ是整个产品特性中的一部分Design,StaticPerceptualQuality,Dynamic,Versatility,SafetyPerceptionandCostofOwnership

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PerceptualQualityDefinitionPerceptualQualityisaboutTH其涉及以下这些问题Itaddressesthesequestionsandcomments:TheMazdaisanicervehicleMazada是辆更好的车Theinteriorischeapandplasticky…内饰看起来很便宜，全是塑料ILOVEMYCAR!我爱我车Thisisanicefeature.这个功能不错Ican’tstoreanythinginthiscar!这车我啥也放不进去Ifeelathomeinmycar!在车里就像在家一样Theythoughtthrumyneedswhentheydesignedthis这车设计时考虑到我的需求了Iboughtthisonebecauseithasthingsthattheotherdidn’t.这车有其他车所没的，所以我买了它MycarseemedtobemuchbetterbuiltwhencomparedtotheCobalt.和那蓝的相比我的车好多了It’sanextensionofme!这车是我的一部分其涉及以下这些问题TheMazdaisanicer感知质量PerceptualQualityWhydidyoubuyyourfirstMagFlashlight?你为啥会倾向于买第一个手电？“That’sPerceptualQuality”这就是PQItlookedlikeprecision&itfeltnice“GottaHaveOne!”Youjustlikedthewayitlooked!那是因为它看上去不错！感知质量WhydidyoubuyyourfirstObjective客观的Rational合理的Metrics确定的Absolute绝对的Thereornotthere

在或不在•Assembledcorrectlyornot

装对了或错了•Worksordoesn’twork工作或故障Subjective主观Emotional情感上的Opinion/Intuition直觉的Relative相对的•Workswell运行不错•Feelsgood感觉不错•Looksnice看上去不错•Smellsnice闻上去不错•Soundsgood听着不错

Awesome,Wow….真棒Hard理性Soft感性BuildQuality制造质量MathQuality设计质量PerceptualQuality感知质量EmotionalQuality情感质量总体质量观TotalQualityPerspectiveObjective客观的Subjective主观HardColor颜色Grain皮纹Gloss光泽Sound/Touch声音触觉Integration一体集成Precision精细化SeatTailoring座椅缝制做工SecondarySurfaces次要表面SurpriseandDelight惊讶和愉悦Solid结实的Edges边角Space空间感MeetingLifestyle满足生活方式要求Trunk后备箱感知质量

PerceptualQualityWIN致胜Material材料FeaturesDelighters特征Execution执行Color颜色Grain皮纹Gloss光泽Sound/TouPerceptualQuality感知质量HardQuality硬性质量Exterior外饰ImportanceofQualityPerceptionPQ对客户的重要程度Interior内饰10sec头10秒10min头10分钟10wk.10mos.Exposuretimetothevehicle:顾客开始看车的时间北美客户的感知质量vs时间表U.S.ConsumerQualityPerceptionvs.TimePurchase考虑

Consideration购买Purchase决定

Decision购买PerceptualHardQualityExterioPerceptualQualityisnolongeramysteryPQ早已不再是神秘的。Ourunderstandingofcustomerexpectationsisbetterthanever

我们对客户的了解远胜于前。Ourunderstandingofthecompetitionismuchbetterthanithasbeenrecently我们对竞争对手的了解也比以前多了。OurteamsarecommunicatinglikeneverbeforeonenablingHIGHPQsolutions

我们的团队比以往更了解沟通如何实施优质PQ的方案。WeAreMakingProgress!

我们在不断进步PerceptualQualityisnolonge感知质量评估

AssessmentofPerceptualQuality感知质量评估

AssessmentofPerceptuaSPQBrazilBrazilGermany全球感知质量评估GlobalPQAssessmentSPQBrazilBrazilGermany全球感知质量评估Majorchange:Splitof

DynamicSpiderinDrivingPerformanceandComfort/ConvenienceDesignPQ设计感知StaticPQ

静态感知DrivingPerformance操控性能Comfort/Convenience舒适/便利Versatility多功能性SafetyPerception安全Costof

Ownership拥有成本Level0*)PPTargetCompletion@VPIPPTargetCompliance@VTC0级定义Level0DefinitionsMajorchange:DesignPQStaticPDesign-theemotionalconnectiontothestylingofthevehicle

设计－－情感和汽车风格的结合StaticPerceptualQuality-thequalityadiscriminatingcustomerwouldexperienceinshowroomoratanautoshow

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Level0DefinitionsDesign-theemotionalconnect设计Design5.CreativeStorage巧妙设计的储存空间6.Interior内饰MaterialQuality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JewelEffects豪华风格7.Interior内饰JewelEffects豪华风格2.Exterior外饰E-Technology电子-技术设计5.CreativeStorage6.Interi静态感知质量StaticPerceptualQuality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整体内饰目视质量成果外饰目视质量成果内饰操作件的静态感知质量目标设定StaticPerceptualQualityTargetSetting静态感知质量目标设定评分标准ScoreStandard评分标准感知质量流程

PerceptualQualityProcess感知质量流程

PerceptualQualityProc感知质量流程PerceptualQualityProcessBenchmarkingTargetSettingEvaluationIssueTrackingIssueEscalation标杆选择目标设定评估问题追踪问题升级感知质量流程BenchmarkingTargetSettiPlan计划Create制订Execute执行感知质量流程PerceptualQualityProcessMVPQTeamAssessmentsBillofCompetitiveness竞争点清单Features,Delighters,Materials特点，亮点，材料VPIDSOCSOVDRIntegDSIPQTeamAssessments小组评估Assessments评估EscalationProcess问题升级流程BestPractices最优方法PQRequirementsPQ要求ProgramDefinition项目定义Feedback反馈定义内容ContentDefinedVirtualandPhysicalReviews虚拟与现实的评估设定目标SetTargetsCN100N109Plan计划Create制订Execute执行感知质量流程MPPTargetSetting

Workshop

感知质量流程的实施ExecutionofPerceptualQualityProcessDSI-172VPI-144SORP0PFI-184CSO-108PP

BenchmarkFeed

Design

Concept

SheetsDMUSeatingBuckMuleBuildIVBuildPPLevel1

TargetSettingDrv.Prf./C&C/VersPPDetailedLevel

TargetSetting(/BreakdownDrv.Perf./C&C/VersPPAssessments-VerifyandConfirmTargetsDrivingPerformance,Comfort&Convenience,VersatilityPPAssessments-VerifyandConfirmTargets

DesignPQ,StaticPQ,Desk/Perf.Assessments-VerifyandConfirmTargets

SafetyPerception,CostofOwnershipLead:ValidationDesignIntegration

VSSM/Safety