汽车感知质量培训

感知质量概述ConceptofPerceptualQuality,ProcessQuality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YaosAutomotiveQualityManagement“Ball-Slope”Philosophy,感知质量管理理论框架PerceptualQualityManagementPrincipleFrame,“Keepthecustomeratthecenterofeverything!”以客户为中心(QualityGuidingPrinciplesallGMRegionsStrategyBoard2008),DesignPerceptualQuality设计感知StaticPerceptualQuality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,感知质量的定义PerceptualQualityDefinition,Thecustomers(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”,Scope范围：PerceptualQualityareallproducttraitsnoticedbythecustomerswithalltheirsenses(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:AproductwithahighPerceptualQualitywillconvincethecustomerthatitoffersvalueformoney.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PerceptualQualityDefinition,Bottomline底线:Itsaboutmaximizingcustomerdelightnotminimizingcustomercomplaints“PQ是给客户最大程度的愉悦，而非将客户的抱怨最小化”,PerceptualQualityisaboutTHINGSGONERIGHT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worksdoesntwork功能不工作了Malfunctions故障产生了ItsaboutthequalityoftheeffortnotthequantityPQ关注的是努力的质量而不是数量PerceptualQualityisasubsetoftheProductProfilePQ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PerceptualQualityDefinition,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,Icantstoreanythinginthiscar!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,Iboughtthisonebecauseithasthingsthattheotherdidnt.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,Itsanextensionofme!这车是我的一部分,感知质量PerceptualQuality,WhydidyoubuyyourfirstMagFlashlight?你为啥会倾向于买第一个手电？,“ThatsPerceptualQuality”这就是PQ,Itlookedlikeprecision&itfeltnice“GottaHaveOne!”,Youjustlikedthewayitlooked!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Thereornotthere在或不在Assembledcorrectlyornot装对了或错了Worksordoesntwork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TotalQualityPerspective,Color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PerceptualQuality,WIN致胜,Material材料,FeaturesDelighters特征,Execution执行,PerceptualQuality感知质量,HardQuality硬性质量,Exterior外饰,ImportanceofQualityPerceptionPQ对客户的重要程度,Interior内饰,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.Time,PerceptualQualityisnolongeramysteryPQ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,感知质量评估AssessmentofPerceptualQuality,SPQ,Brazil,Brazil,Germany,全球感知质量评估GlobalPQAssessment,Majorchange:SplitofDynamicSpiderinDrivingPerformanceandComfort/Convenience,DesignPQ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,CostofOwnership拥有成本,Level0,*)PPTargetCompletionVPIPPTargetComplianceVTC,0级定义Level0Definitions,Design-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Level0Definitions,设计Design,5.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,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,静态感知质量目标设定StaticPerceptualQualityTargetSetting,评分标准ScoreStandard,感知质量流程PerceptualQualityProcess,感知质量流程PerceptualQualityProcess,Benchmarking,TargetSetting,Evaluation,IssueTracking,IssueEscalation,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PerceptualQualityProcess,PQTeamAssessments,BillofCompetitiveness竞争点清单Features,Delighters,Materials特点，亮点，材料,PQTeamAssessments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ContentDefined,VirtualandPhysicalReviews虚拟与现实的评估,设定目标SetTargets,CN100N109,PPTargetSettingWorkshop,感知质量流程的实施ExecutionofPerceptualQualityProcess,SORP0,CSO-108,PPBenchmark,FeedDesignConceptSheets,PPLevel1TargetSettingDrv.Prf./C&C/Vers,PPDetailedLevelTargetSetting(/BreakdownDrv.Perf./C&C/Vers,PPAssessments-VerifyandConfirmTargetsDrivingPerformance,Comfort&Convenience,Versatility,PPAssessments-VerifyandConfirmTargetsDesignPQ,StaticPQ,Desk/Perf.Assessments-VerifyandConfirmTargetsSafetyPerception,CostofOwnership,Lead:ValidationDesignIntegrationVSSM/Safety,PPLevel1TargetSettingStaticPQ,PPLevel1TargetSettingSafetyP./CoO,PPLevel1TargetSettingDesignPQ,TechnicalInputtobeprovidedbyFunctionalAreaExpertsSupportedbyValidation,DBOM,DBOM,BOM,BOM,最佳实践与竞争力分析BestPractices&CompetitiveAnalysis,轮胎到车身轮罩距离TiretoBodyopenings,NotRecommended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。,ProgramSpecificDesignObjectives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,发动机仓系统UnderhoodSystems,后行李箱Compartment,VWTouaregRear大众途欢,装饰条连接处齐平而无缝GarnishMoldingjointsareflushandseamless,ToyotaRAV4丰田RAV4,NotRecommended不推荐,