汽車感知質(zhì)量培訓課件

感知質(zhì)量概述

ConceptofPerceptualQuality感知質(zhì)量概述

ConceptofPerceptualQProcessQuality過程質(zhì)量SupplierQuality供應(yīng)商質(zhì)量PDQuality研發(fā)質(zhì)量ServiceQuality服務(wù)質(zhì)量QualitySystem質(zhì)量體系CustomersPassion客戶熱忱PerceptionQuality感知質(zhì)量CoherenceQuality一致性質(zhì)量ReliabilityQuality可靠性質(zhì)量QualityPlan質(zhì)量規(guī)劃S&E安全和環(huán)保Regulation強制法規(guī)APQPandQualityGPAPQP與質(zhì)量著陸道QualityCostModel

質(zhì)量成本ProductEconomy

產(chǎn)品經(jīng)濟性MFTSH&E

制造安全健康與環(huán)保QualityTargetDisperse質(zhì)量目標離散度StandardizationQuality標準化質(zhì)量CPIP質(zhì)量持續(xù)改進IntegrateFourQualityModules四模塊集成Styling造型美學GapsandSection

間隙與段差

Color顏色系統(tǒng)美學Service貼心服務(wù)Customerpraise

公眾口碑SocialAudit(JD.Power)社會評價Brand品牌ProductPraise

產(chǎn)品美譽度BrandPraise品牌美譽度Goodfeelofpurchase購買過程的美好體驗“Woe”forowningtheproduct

擁有產(chǎn)品的興奮度Brandfaithfulness

品牌忠誠度FourQualityModules質(zhì)量四模塊姚氏汽車質(zhì)量管理“球體斜坡”理論

Yao’sAutomotiveQualityManagement“Ball-Slope”Philosophy感知質(zhì)量管理理論框架

PerceptualQualityManagementPrincipleFrame

ProcessQualitySupplierQualit“Keepthe

customeratthecenterofeverything!”以客戶為中心(QualityGuidingPrinciples–allGMRegionsStrategyBoard2008)DesignPerceptualQuality

設(shè)計感知StaticPerceptual

Quality靜態(tài)感知DrivingPerformance

操控性能Comfort/Convenience

舒服/便利Versatility

多功能SafetyPerception

安全CostofOwnership擁有成本感知質(zhì)量

PerceptualQuality“Keepthecustomeratthecen感知質(zhì)量的定義

PerceptualQualityDefinitionThecustomer’s(emotional)experienceofvehicleattributes,appropriatetotheneedsanddesiresofthemarketsegment客戶（感知上）對車輛品質(zhì)的體驗，其是與特定細分市場的客戶需求和愿望相適應(yīng)的。Delightinfeatures/details/fit&finish

在特征細節(jié)/縫隙配合上有亮點Thoughtfulnessindesign

在設(shè)計上考慮周全Exemplifiesrespectforthecustomer

顧客至上“Thiswasmadeforme!”

“度身定做”感知質(zhì)量的定義

PerceptualQualityDefScope范圍："PerceptualQuality"areallproducttraitsnoticedbythecustomerswithalltheirsenses(see,hear,feel,smell).“感知質(zhì)量”指的是客戶能感知（看，聽，摸，聞）到產(chǎn)品特性High”PerceptualQuality”istheresultofsuperiorexecutioninstyling,engineeringandassemblywithexcellentmaterials.Itculminatesinapleasingappearanceandfavorablefirstimpression.好的“感知質(zhì)量”是造型設(shè)計與工程完美結(jié)合，并配以優(yōu)質(zhì)材料的產(chǎn)物。它臻于給客戶以愉悅喜好的第一印象。Benefits優(yōu)勢:Aproductwithahigh"PerceptualQuality"willconvincethecustomerthatitoffersvalueformoney.高品質(zhì)的“感知質(zhì)量”使得客戶有物有所值的滿足。感知質(zhì)量的定義PerceptualQualityDefinitionBottomline底線:"It’saboutmaximizingcustomerdelightnotminimizingcustomercomplaints““PQ是給客戶最大程度的愉悅，而非將客戶的抱怨最小化”Scope范圍：Benefits優(yōu)勢:感知質(zhì)量的定義BottPerceptualQualityisaboutTHINGSGONERIGHT

感知質(zhì)量是關(guān)注做的正確的事情Traditionalqualitymetricsfocusonthingsgonewrong

而傳統(tǒng)的質(zhì)量系統(tǒng)關(guān)注出問題的事情，如worksdoesn’twork 功能不工作了Malfunctions故障產(chǎn)生了It’saboutthequalityoftheeffortnotthequantity

PQ關(guān)注的是努力的質(zhì)量而不是數(shù)量PerceptualQualityisasubsetoftheProductProfile

PQ是整個產(chǎn)品特性中的一部分Design,StaticPerceptualQuality,Dynamic,Versatility,SafetyPerceptionandCostofOwnership

設(shè)計，靜態(tài)感知質(zhì)量，動態(tài)感，多功能，安全感及使用成本。感知質(zhì)量的定義PerceptualQualityDefinitionPerceptualQualityisaboutTH其涉及以下這些問題Itaddressesthesequestionsandcomments:TheMazdaisanicervehicleMazada是輛更好的車Theinteriorischeapandplasticky…內(nèi)飾看起來很便宜，全是塑料ILOVEMYCAR!我愛我車Thisisanicefeature.這個功能不錯Ican’tstoreanythinginthiscar!這車我啥也放不進去Ifeelathomeinmycar!在車里就像在家一樣Theythoughtthrumyneedswhentheydesignedthis這車設(shè)計時考慮到我的需求了Iboughtthisonebecauseithasthingsthattheotherdidn’t.這車有其他車所沒的，所以我買了它MycarseemedtobemuchbetterbuiltwhencomparedtotheCobalt.和那藍的相比我的車好多了It’sanextensionofme!這車是我的一部分其涉及以下這些問題TheMazdaisanicer感知質(zhì)量PerceptualQualityWhydidyoubuyyourfirstMagFlashlight?你為啥會傾向于買第一個手電？“That’sPerceptualQuality”這就是PQItlookedlikeprecision&itfeltnice“GottaHaveOne!”Youjustlikedthewayitlooked!那是因為它看上去不錯！感知質(zhì)量WhydidyoubuyyourfirstObjective客觀的Rational合理的Metrics確定的Absolute絕對的Thereornotthere

在或不在?Assembledcorrectlyornot

裝對了或錯了?Worksordoesn’twork工作或故障Subjective主觀Emotional情感上的Opinion/Intuition直覺的Relative相對的?Workswell運行不錯?Feelsgood感覺不錯?Looksnice看上去不錯?Smellsnice聞上去不錯?Soundsgood聽著不錯

Awesome,Wow….真棒Hard理性Soft感性BuildQuality制造質(zhì)量MathQuality設(shè)計質(zhì)量PerceptualQuality感知質(zhì)量EmotionalQuality情感質(zhì)量總體質(zhì)量觀TotalQualityPerspectiveObjective客觀的Subjective主觀HardColor顏色Grain皮紋Gloss光澤Sound/Touch聲音觸覺Integration一體集成Precision精細化SeatTailoring座椅縫制做工SecondarySurfaces次要表面SurpriseandDelight驚訝和愉悅Solid結(jié)實的Edges邊角Space空間感MeetingLifestyle滿足生活方式要求Trunk后備箱感知質(zhì)量

PerceptualQualityWIN致勝Material材料FeaturesDelighters特征Execution執(zhí)行Color顏色Grain皮紋Gloss光澤Sound/TouPerceptualQuality感知質(zhì)量HardQuality硬性質(zhì)量Exterior外飾ImportanceofQualityPerceptionPQ對客戶的重要程度Interior內(nèi)飾10sec頭10秒10min頭10分鐘10wk.10mos.Exposuretimetothevehicle:顧客開始看車的時間北美客戶的感知質(zhì)量vs時間表U.S.ConsumerQualityPerceptionvs.TimePurchase考慮

Consideration購買Purchase決定

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

我們對客戶的了解遠勝于前。Ourunderstandingofthecompetitionismuchbetterthanithasbeenrecently我們對競爭對手的了解也比以前多了。OurteamsarecommunicatinglikeneverbeforeonenablingHIGHPQsolutions

我們的團隊比以往更了解溝通如何實施優(yōu)質(zhì)PQ的方案。WeAreMakingProgress!

我們在不斷進步PerceptualQualityisnolonge感知質(zhì)量評估

AssessmentofPerceptualQuality感知質(zhì)量評估

AssessmentofPerceptuaSPQBrazilBrazilGermany全球感知質(zhì)量評估GlobalPQAssessmentSPQBrazilBrazilGermany全球感知質(zhì)量評估Majorchange:Splitof

DynamicSpiderinDrivingPerformanceandComfort/ConvenienceDesignPQ設(shè)計感知StaticPQ

靜態(tài)感知DrivingPerformance操控性能Comfort/Convenience舒適/便利Versatility多功能性SafetyPerception安全Costof

Ownership擁有成本Level0*)PPTargetCompletion@VPIPPTargetCompliance@VTC0級定義Level0DefinitionsMajorchange:DesignPQStaticPDesign-theemotionalconnectiontothestylingofthevehicle

設(shè)計－－情感和汽車風格的結(jié)合StaticPerceptualQuality-thequalityadiscriminatingcustomerwouldexperienceinshowroomoratanautoshow

靜態(tài)感知質(zhì)量－－一個挑剔的客戶在展演室或車展上對車輛的體驗。0級定義Level0DefinitionsDesign-theemotionalconnect設(shè)計Design5.CreativeStorage巧妙設(shè)計的儲存空間6.Interior內(nèi)飾MaterialQuality材料質(zhì)量3.Exterior外飾Customization客戶度身定制Overall整體設(shè)計9.Interior內(nèi)飾E-Technology電子-技術(shù)8.Interior內(nèi)飾Customization客戶度身定制4.Exterior外飾JewelEffects豪華風格7.Interior內(nèi)飾JewelEffects豪華風格2.Exterior外飾E-Technology電子-技術(shù)設(shè)計5.CreativeStorage6.Interi靜態(tài)感知質(zhì)量StaticPerceptualQuality整體內(nèi)飾目視質(zhì)量成果外飾目視質(zhì)量成果內(nèi)飾操作件的質(zhì)量成果外飾操作件的質(zhì)量成果發(fā)動機倉布局成果后備箱的成果內(nèi)表面的成果靜態(tài)感知質(zhì)量整體內(nèi)飾目視質(zhì)量成果外飾目視質(zhì)量成果內(nèi)飾操作件的靜態(tài)感知質(zhì)量目標設(shè)定StaticPerceptualQualityTargetSetting靜態(tài)感知質(zhì)量目標設(shè)定評分標準ScoreStandard評分標準感知質(zhì)量流程

PerceptualQualityProcess感知質(zhì)量流程

PerceptualQualityProc感知質(zhì)量流程PerceptualQualityProcessBenchmarkingTargetSettingEvaluationIssueTrackingIssueEscalation標桿選擇目標設(shè)定評估問題追蹤問題升級感知質(zhì)量流程BenchmarkingTargetSettiPlan計劃Create制訂Execute執(zhí)行感知質(zhì)量流程PerceptualQualityProcessMVPQTeamAssessmentsBillofCompetitiveness競爭點清單Features,Delighters,Materials特點，亮點，材料VPIDSOCSOVDRIntegDSIPQTeamAssessments小組評估Assessments評估EscalationProcess問題升級流程BestPractices最優(yōu)方法PQRequirementsPQ要求ProgramDefinition項目定義Feedback反饋定義內(nèi)容ContentDefinedVirtualandPhysicalReviews虛擬與現(xiàn)實的評估設(shè)定目標SetTargetsCN100N109Plan計劃Create制訂Execute執(zhí)行感知質(zhì)量流程MPPTargetSetting

Workshop

感知質(zhì)量流程的實施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感知質(zhì)量最佳實踐與競爭力分析BestPractices&CompetitiveAnalysis最佳實踐與競爭力分析輪胎到車身輪罩距離

TiretoBodyopeningsNotRecommended不推薦Recommended推薦Thesideviewdistancebetweenthetireandtheedgeofthewheelopeningneedstobeassmallaspossible.從側(cè)面觀察，輪胎到車身輪罩的距離越小越好。輪胎到車身輪罩距離NotRecommendedRecomProgramSpecificDesignObjectives項目具體設(shè)計目標Wiring,Hoses,andTubing配線，軟管，管道系統(tǒng)的布局NotRecommended不推薦Recommended推薦Rev:3/02發(fā)動機倉系統(tǒng)UnderhoodSystemsProgramSpecificDesignObject后行李箱CompartmentVWTouaregRear大眾途歡后行李箱VWTouaregRear大眾途歡裝飾條連接處齊平而無縫GarnishMoldingjointsareflushandseamlessToyotaRAV4豐田RAV4NotRecommended不推薦Recommended推薦裝飾條連接處齊平而無縫ToyotaRAV4豐田RAV4NoTaillampinstallationscrewsnotvisible–verycleansecondarysurface尾燈TailLampNotRecomm