SMT工艺知识讲义（英文版）

SMT工艺10

SMTPROCESSTRAINING10SimaoYangEducationGroupCo.Ltd..YS-U.comIntroduction,TechnologyTrends,AssemblyTypesandSMTComponentTechnologiesModule4–Unit3PlacementConsiderationsandFlexibilitySimaoYangEducationGroupCo.Ltd..YS-U.com3ConsiderationsforPlacement-BoardSizeEquipmentadjuststomin/maxPCBorpanelsizeforvariousSMTproductsIn-lineconveyorfixturingisutilizedEdgemarginrequirementsmustbedesignedintoPCBorpanelThicknessofPCBisprocessconsiderationWorkenvelopeneedstoincludePCBsize,feeders,andplacementFiducialsonPCBareusedbycameraandcomputerforaccurateplacement4ConsiderationsforPlacement-ComponentsEachplacementtoolusuallyhandlesarangeofcomponentsizesVacuumnozzlesizedefinedbydimensionalrangeofcomponentsZ-strokesreferstocomponentmovementinup-downlocationsComponentalignmentonpick-upheadutilizesvisionChips:outline¢roidIC’s:centroid,individualleads,coplanarity,etc.Componentverificationisdone“onthefly”,checkingforcorrectcomponentvaluesEquipmentdetectsmissingparts5ConsiderationsforPlacement-FeedersComplexityofchangeoveroffeedersisprocessconsiderationNumberoffeedersrequiredequalsnumberofdifferentcomponentsinbillofmaterialsFeedermustbecompatiblewithcomponentpackagingfromvendorTapecoverpeel-backcapabilitiesbuiltintofeedersEaseofloading-pinlocatorsandelectricalconnectionsaffectprocesstimeOperatorawarenessnecessaryforfeederselectionaccuracy6ComponentPlacementSystemFlexibilityThewiderthevarietyofcomponentsamachinecanplace,themoreflexibleitisMostcommonfeedertypes:TapeandreelBulkMatrixtraysandwafflepacksMagazinesortubesVibratoryfeedersSurftapeDirectDiefeeder7TapeandReelPreferredforlargequantityproductionAbilitytoholdlargequantitiesofpartsLowerdowntimerequiredforreloadingControlledOrientationandpositionforpartsLotnumbertraceabilitycontrolThetapeisavailableinvaryingwidthsrangingfrom8mmto72mmThecomponentcarrierintapeismadeofpunchedcardboardorthermoformedplasticSuitableforpassivecomponents,discreteactives,SOJs,PLCCs,SOICs,StandardpitchQFPs,BareDies,BGAs&otherSMDsthatdonothavefragileleads8Siemens:3x8mmFeeder02013x8mmFeeder„goldenedition“

specializedfor0201and0402Increasedaccuracy/repeatabilityNotapeshutter,eliminatesmechanicalinfluenceonthecomponent3x8mmStandardfeederTapeshutter3x8mmFeeder„Goldenedition“Fixedtaperemovaledge9BulkPackagingProsSmall,nowasteHighcapacityFastrefillConsNewfeedersrequiredNewcomponentreferencenumberPossibledamagetoendterminations10MatrixTrayandWafflePackTheseareusefulforsmallerproductionrunswithcustomizedproductsLargelyusedforIntegratedCircuitpackagesAvailableinsizesof2”x2”andlargerForFinePitchQFPs,BGAs,etc.ForBareDies&CSPs11SuitableforSOICs,SOJs&PLCCsFeederTubesBothflexibleandrigidsticksareavailableforseveralsizesofintegratedcircuitsandothercomponentsAreasonablenumberofdevicescanbehandledineachstickThepartswillremainorientedandprotected,onceloaded12VibratoryFeedersFeederTubesSource:USVIBRA,Inc.13SurfTapeApressure-sensitivestickytapefixedtothebaseofthepunchedplasticcarrierComponentsadherewiththeirback-sidetothestickytapeNocovertapeisusedUsedforbarediesandflipchipsFlipchipshavetobeflippedinsidethefeeder14

Source:ChipScaleReviewDirectDieFeeder15SmartFeeders16RetrofitableSmartFeeder-UtilizingRFID17Programming18VisionSystemModule4–Unit3PickandPlaceProcessStepsSimaoYangEducationGroupCo.Ltd..YS-U.com20PickandPlaceProcessStepsStep1BoardsfromthescreenprintoperationmoveintothePickandPlaceSMTlinesmayutilize1ormorePickandPlacemachinestopopulatePCBsThePickandPlaceassembleslargeandsmallSMTcomponentsontotheprintedcircuitboard(PCB)withcorrectorientation,polarityandplacementlocationStep2ComponentsareloadedontothePickandPlaceusingfeedersStep3ThePickandPlaceiscontrolledbysoftware,usingacomputermouseandmonitorStep4AvisionsystemverifiesthePCBisalignedproperlyinthePickandPlace,usingfiducialmarkingsSoftware,monitorandmouseComponentPlacementFeederFiducials21PickandPlaceProcessStepsStep5Nozzles“pickup”and“place”componentsStep6Acameratakesapictureofthecomponentbeingplaced,thispictureiscomparedtothecomponentdescriptioninthemachineprogramStep7ThecomputerchecksforbentleadsandcorrectplacementonthePCBStep8ComponentisplacedonthePCBStep9AbovestepsrepeatedforallcomponentsStep10BoardexitsfromthemachineVisionSystem22PickandPlaceProcessStepsThereare2categoriesofPickandPlaceMachine:FullyAutomaticSemiAutomaticThePickandPlaceprocesssetuphas8stepsthatneedtobefollowed:Step1-AdjustingconveyorrailsStep2-Installationofboardsupports(as required)Step3-ComponentSetupStep4-NozzleSetUpStep5-LoadMachineProgramStep6-ComponentReplacementStep7-InspectionStep8-MachineteardownSemiAutomaticFullyAutomatic23ProperAdjustmentSensorStep1–AdjustingConveyorRailsPastedboards**fromtheScreenPrintergointothePickandPlaceusingconveyorrailsRailsarealsousedtotransportPCBsoutofthePickandPlaceaftercomponentsareplacedRailsneedtobeadjustedfortheproperwidthandthicknessofthePCBSomesystemsdothisautomatically,othersrequireamanualadjustmentSensorsallowthePCBtostopinthecorrectpositioninthePickandPlacemachineautomatically**

ItisimportanttohandlePCBsbytheedgesonlytoavoidsmearingthesolderpasteTipsTransportSystem24Step2–InstallingBoardSupportsBasedonPCBsize,thicknessandcomponentplacementlocations,boardsupportsorfixturesmayneedtobeaddedBoardsupportspreventthePCBfromsaggingduringcomponentplacementWorkInstructionswillprovidethisinformation25Step3–ComponentSetup2314 **SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceTapeandReel:TapeandReelcomponentsareloadedfirstMachineProgramandFeederSetUpinstructionswilllistallcomponentsrequiredandcorrectfeederlocationsDedicatedfeederlocationsmaybeusedforcommonchipresistorsandcapacitorsEngineeringsetsupdedicatedfeedersforfrequentlyusedcomponents,regardlessofproductbeingrun,tominimizesetuptimeOtherfeederlocationsmayneedtobesetupforeachproduct26Step3–ComponentSetup(cont.)

**SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceTubes/SticksTubesofcomponentsareloadedaftertapeandreelStackedontopoffeedersEmptieddirectlyintofeedersComponentsintubesmustbecheckedforpolarityandpartnumberbeforeloadingCheckpolaritymarkingsagainstprocessdocumentationTubesloadedwithincorrectpolarityandpartnumbers,willcreatealargequantityofreworkveryquicklyPCBsmaybedamagedorscrapedduringthereworkprocess23127Step3–ComponentSetup(cont.)

**SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceMatrixTrays/WafflePacks:MatrixTraysareloadedusing2methods:StackedsoemptytraysindexdownandarereplacedbyfulltraysOneatatimeTopreventrework,componentsintraysmustbecheckedforpolarityandpartnumberbeforeloadingCheckpolaritymarkingsagainstprocessdocumentationTraysshouldbehandledcarefullytoavoiddamagingorbendingcomponentleadsStackingSystemCheckPolarityProperHandling28Step4–NozzleSetup

**SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceNozzlescomeinvarioussizesandareusedto“pick”and“place”componentsThepropernozzlesizemustbeinstalledforaccurateplacementofcomponentsNozzlesizewillbespecifiedonprocessdocumentationSomemachineshavenozzle“holders”wheredifferentnozzlesizesarekeptDuringplacement,apickupheadwillautomaticallyselectthecorrectsizednozzleThesemachinesplacelargersizedcomponentsIncorrectselectionofnozzlesmaycausecomponentscrapormachinedowntimeNozzlesProcessDocumentationNozzleHolders29Step5–LoadMachineProgramAllPickandPlacemachineshaveamachineprogramwhichcontainstheboard“description”:CircuitboardtypeandsizeCatalogofquantityanddescriptionsofcomponentsrequiredFeederlocationComponentlocationsandorientationSequenceinwhichcomponentswillbeplacedTheseprogramsaredevelopedbyEngineeringwithallofthisinformationprovidedOperatorsshouldneveradjusttheseparametersettings.Changingoftheseparameterscouldcreatequalityandsafetyconcerns**!**

Ifthereisaproblem,notifythecorrectpersonnel!Tips30Step5–LoadMachineProgram(cont.) **SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceSelectcorrectmachineprogramThisisdonebyusingthecomputermouseSelect“LoadFile”Selectcorrectprogram**Movecursorandclick“OK”VerifyPCBpartnumberandrevisioniscorrect**ThisinformationwillbefoundonyourWorkInstructionsTips31Step6–ComponentReplacement

**SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceDuringthemachinerun,feeders,tubesandtrayswillneedtobereplenishedFollowlocalsiteprocessesforreelandcomponentchangesTwo-PersonVerification:Onepersonloadsthenewcomponentreel,otherpersonverifiescomponentpartnumberBarCoding:SmartfeedersusebarcodelabelingComputerverifiesthecorrectcomponentisloadedinthecorrectfeederlocationDocumentcomponentchangesperlocalsiteprocessesTwo-PersonVerificationBarCodingRecordChanges32Step7–Inspection

**SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceFirstPieceandInProcessInspectionsarerequiredduringthePickandPlacefunctionInspectionsmaybedoneusinganAutomaticVisionInspectionSystemormanuallyAlwaysfollowlocalsiteproceduresforfrequencyanddocumentingofinspectionsBasedoninspectionresults,thePCBmaybeacceptedorrejectedRejectedPCBsshouldbehandledperlocalsiteprocessesandprocedures33Step7–Inspection(cont.) **SectionstobecustomizedbylocalsitesbasedonareasofoperatorresponsibilitiesandtypeofPickandPlaceVisionSystems:Oncecomponentshavebeenplaced,thevisionsystemwillautomaticallycheckpolarity,orientationandplacementSomevisionsystemsalsodetectbentleadsandoffpadconditionsoncomponentsVisionsystemsuse“fiducials”toperformtheseinspectionsInspectionResultsAutomatedVisionSystem34Step8–MachineTearDownRemovetooling,boardsupports-returnequipmenttoproperstorageareasCheckforforeignobjectsthatmayhavefallenintothemachinePCBsToolsDebrisProperlydisposeofexcessandusedtapefromfeedersRemovefeeders,matrixtraysandtubesFollowlocalsiteprocessesforpropermaterialhandlingrequirements35Step8–MachineTearDown(cont.)VacuumoutinsideofPickandPlacetoremovefallencomponentsPartsbuildupinmachinecancausemachinedamageComponentsmaygetintomovingpartsofthemachineDisposeofscrapmaterialperlocalprocessesWipemachinedownwithlintfreecloth36GeneralOperatorResponsibilitiesFollowWorkInstructionsfor“TQC,WorkContentandVerification”informationEnsurealltoolingiscorrectaccordingtotheWorkInstructionCheckthemachineprogramnameandparametersagainsttheWorkInstructionMakesurefeeders,tubesandtraysareloadedinthecorrectlocationonthemachineFollowallcomponentchangeproceduresAlwayscheckcomponentpolarityEnsurethemachineisclean37SafetyDonotwearlooseclotheswhileoperatingthePickandPlaceBeforeoperating,makesuretherearenoexternalobjectsinornearthemachine.TheycouldfallandharmyouorthemachineduringtheplacementprocessYoushouldneveropensafetycoversforanyreason,whilethePickandPlaceisoperatingYoushouldnotoperatethemachineifyouarenotcertifiedorwithoutaninstructororacertifiedoperatorpresentDoNOTchangemachineparametersKnowthepositionofEmergencyStopbuttonsReportmachineabnormalitiestoproperpersonnel38ComponentPlacementSystem–SetUpSet-uptimeisdown-time=noproductivitySet-upmustbedonequicklyandaccuratelyPerformSet-uptasksoff-lineRoll-upfeedercarts,JIT,SmartFeederscanhelp39GroupActivity

Q&A(10–20Minutes)40Q&AWhatisthedifferencebetweenGlobal&RigorousDe-rating?Whatcareshouldbetakenwhileloadingcomponentsintubes/sticks/matrixtrays?Whatwouldhappeniftheboardsupportisnotadequate?Whatarethecommonlyobserveddefects/problemswithfeeders?Whatfeedersdoyourecommendforthefollowingcomponents:

ABCDA__________B__________C__________D__________41Q&AArrangeinorder,thefollowingPickandPlaceprocesssteps

ComponentsareloadedontothePickandPlaceusingfeedersAvisionsystemverifiesthePCBisalignedproperlyinthePickandPlace,usingfiducialmarkingsAbovestepsrepeatedforallcomponentsThePickandPlaceiscontrolledbysoftware,usingacomputermouseandmonitorBoardsfromthescreenprintoperationmoveintothePickandPlaceAcameratakesapictureofthecomponentbeingplaced,thispictureiscomparedtothecomponentdescriptioninthemachineprogramThecomputerchecksforbentleadsandcorrectplacementonthePCBBoardexitsfromthemachineNozzles“pickup”and“place”componentsComponentisplacedonthePCB1)____2)____3)____4)____5)_____6)____7)____8)____9)____10)____Module4–Unit4DFM–SMTPlacementProcess,PickandPlacebasictroubleshooting,OptimizationofPlacementProcessSimaoYangEducationGroupCo.Ltd..YS-U.com43Unit4(1.5Hours)ObjectivesBytheendofUnit4,youwillbeableto:SummarizetheDFMconsiderationsApplybasictroubleshootingtechniquesforcommonpickandplaceproblemsUsethediscussedconceptstooptimizetheplacementprocess44SMTPlacementProcessLeadsofU19areextendingoutofthepads(toeoverhang)whichareviolationsofIPC-610allclasses.Recommendedsizeofthepad“outside”fromtheleadis0.25mm.Fromheeltobackendofpadis0.5mm.Betweenbackendofpadandcomponentbody,aminimumof0.1mmisrequired.PleasereferthediagrambelowL15padssizetoobig,whichiscausingthecomponentto“float”duringreflow.50%padswidthreductionisrecommendedBodiesofcomponentsC60,C3,U12socket,U15,C28,C30,R60,R63,arealltooclosetoboardedge(minimum=4mm).MachinetransferconveyerswilldisplacetheseMinimum0.3mmSolderfilletheelfootMinimum0.5mmMinimum0.1mmMinimum0.3mm(recommended0.5mm)SolderfillettoeMinimum0.25mmheelfoot45DFMPCBA-SMTPlacementProcessTheleadsofcomponentinlocationsDS12andDS13overhangpadsonPCBby0.40mmoneachside.Aspectpartnumber:AS0272-0021Partmanufacturer:SiemensManuf.Partnumber:LSGT770-KThebodyoftransformerT1isincontactwiththeleadsofthemicromodulesU12.ThecomponenttocomponentdistancebetweenthemicromoduleandtransformerT1needtobeincreased.Aminimumdistanceof0.100”fromthelandofmicromoduleandthelandoftransformerT1isstronglyrecommendedT1hadtobehandsolderedbecauseofinterferencebetweenthelocationpinsandthePCB,causingliftedpins.ItisstronglyrecommendedtochangeT1fromSMTtoPTHItisrecommendedtoincreasethepadssizeforU12by0.5mminwidthforbettermechanicalstrength.Biggerleadswouldalsohelp46DFMPCBA-SMTPlacementProcessUnabletoplaceSMTconnectors(P5800,5801,6100,6101)bymachineon1strun,duetoproblemscapturingthelengthofthepartincamera.ThishasnowbeenresolvedStillunabletoplaceconnectors407789494(X10)duetonoSMTpick&placepadontopoftheconnectortoallowforvacuumpickup(seedrawings)Minor“pickup”error@L100&L200.Errorwasovercomebythereplacementofpartfeeder&adjustingpickupoffsetHeatpipes@HS1-8onbottomsideweremovedtoendofplacementprogramduetothemmovingontheboardonaccountoftheirweight(placementspeedreduced,&movingtablemovesslower)Pick&PlacePadSideView470201PlacementProcessComponentAttachmentPadLSWAttachmentPadDimensionStencilaperturepositionrelativetoattachmentpadStencilapertureOutwardsolderpasteshiftInwardsolderPasteshiftCenteredsolderpasteAttachmentpad480201PlacementProcess(cont.)No-cleanairflowWater-solubleairreflowNo-cleannitrogenreflow91204080120160200Attachmentpadspacing(mils)NumberofsolderjointfailuresAssemblydefectsbyattachmentpadspacingandassemblyprocesstype.Forallprocesstypes,moresolderjointdefectsoccuratthelargerpadspacingPadlength(mils)NumberofsolderjointdefectsNo-cleanairflowWater-solubleairreflowNo-cleannitrogenreflow812160100200300400500600Attachmentdefectsbyattachmentpadlengthandassemblyprocesstype.Resultssuggestthatoptimalpadlengthat0.012”forallprocesstypesAssemblydefectsbyattachmentpadwidthandassemblyprocesstype.Generally,fortheprocesstypes,yieldimprovesaspadwidthincreasesNo-cleanairflowWater-solubleairreflowNo-cleannitrogenreflow0100200300400500600121518Padwidth(mils)Numberofsolderjointdefects490201PlacementProcess(cont.)Flexiblesettingofplacementparametersforreliableandrobust0201placementunderdifferentcircumstances.

TheplacementparametersatSIPLACEcanbeoptimized:Differentplacementprofiles3differentairkisssettingsNoairkissShortairkissNormalairkissasused50ComponentSpacingMinimumSpacingPreferredSpacing(Unit:mils)DescreteLowDescreteTallQFPCSPBGACCGADescreteLow3050100200200200DescreteTall50100200200200QFP100200200200CSP200200200BGA200200CCGA200(Unit:mils)DescreteLowDescreteTallQFPCSPBGACCGADescreteLow202550100125100DescreteTall2550100125100QFP80100125150CSP100125200BGA125200CCGA20051IPC-9850MachineCharacterizationForm**OFFICIALREPRESENTATIVEPROPOSAL*OFFICIALREPRESENTATIVEPROPOSAL52PlacementProcessTypicalfactorylayoutwithmodularblocksoffull-rangecapacityHS-50PrintReflowS-20S-20HS-50PrintReflowHS-50PrintReflowS-20HS-50PrintReflowS-20PrintReflowS-20S-20HS-50HS-50S-2090KCpH,146sq.ft.(excludingreflowandprint)100KCpH,124sq.ft.(excludingreflowandprint)70KCpH,104sq.ft.(excludingreflowandprint)120KCpH,166sq.ft.(excludingreflowandprint)60KCpH,126sq.ft.(excludingreflowandprint)Module4–Unit4PickandPlaceBasicTroubleshootingSimaoYangEducationGroupCo.Ltd..YS-U.com54PickandPlaceBasicTroubleshootingWhilerunningthePickandPlace,youshouldknowhowtorespondtomachineproblemsanderrorsIfboardsareassembledincorrectly,theywillneedtobereworkedPCBcouldbescrapedReworkiscostly55CommonPickandPlaceProblemsMachineStopsIncorrectcomponentsandpolarityCoplanarityProblemsPlacementProblems56MachineStopsChecktomakesuretapeisthreadedproperlyVerifyfeederadvancesettingsIfreelisloadedinanincorrectfeederlocation,thecomponentmaynotbepickedupCheckdocumentationCheckFeederAdvanceCheckTapeThreadingCheckFeederLocation57MachineStops(cont.)Ifcircuitboardisloadedintothemachineincorrectly,fiducialswon’tbereadableandthemachinewillstopCheckdocumentationTapejamRemoveexcesstapefromjammedfeeder,makingsuretapeisstillthreadedcorrectlyRemoveExcessTapeCheckBoardOrientation58IncorrectComponentsandPolarityUsuallyoccurswithtubefeeders,matrixtraysandwafflepacksAlwayscheckpolarityandorientationbeforeloadingcomponentsCheckPolarity59CoplanarityProblemsGullwingleadsmayhavecoplanarityproblemsMayhaveleadsthatareskewedorbentandnotcenteredonthelandSomemachine’svisionsystemswillcatchthisproblemandstopthemachinebeforeplacementofcomponentCheckcoplanarity60PlacementProblemsUnreadablefiducialsRailsoutofalignmentTurretnozzlesoutofalignmentImproperlyoperatingvisioncameraPoorqualitycircuitboardsItisimportanttocatchtheseproblemsearlytoavoidalargequantityofincorrectlybuiltboards

NotifycorrectpersonnelofmachineabnormalitiesimmediatelyCheckbareboardCheckNozzleAlignmentASKQuestionswhenindoubtModule4–Unit4OptimizationofPlacementProcessSimaoYangEducationGroupCo.Ltd..YS-U.com62ThePick&PlaceCycleRepeatNxTheonlyeffectivetime!PCBruninPickBACAMovePlacePCBrunoutMoveMoveTotalPick&PlacecycletimeMove63HowtoOptimizethePick&PlaceCycle?Optimizeprocessesandmachinelay-outShortdistancesfrompicktoplaceOptimalprocessconditionsReducedowntimeFastchangeoverOff-linerepair&maintenanceSequentialprocessstepsParallelprocessstepsVisionPCBtransportPickingTransferfrompicktoplacePlacingAlternatepick&place(sharingofsamesubstrateinworkarea)Multiplepick&place(multiplesubstratesinworkarea)64ParametersInfluencingPlacementQualitytemperaturequalificationmotivationpracticetrainingtolerancesfiducialslayout(PCB,landpattern)packagingdensitywarpageandtwistdimensionsdimensionsfeedingmethodtypeweighttolerances(visionsystem,traveldistance,Feeder)datainputconveyingsystem(method,acceleration)MTBF(Meantimebetween

failures)measuringmethod(components)maintenanceintervalmachinecapabilityperformancenozzles(conditionandshape)parameters(placementforce,

speed,....)PCBsupportPickandPlaceMachineStaffComponentsQualityofComponentPlacementPCBEnvironmentSource:Siemens65FeedbackLoopMostcommondefectsintroducedatchipshooters:MissingComponentsWrongComponentsWrongPolarityComponentMisalignmentBillboardsMostcommondefectsintroducedatpick-and-place:MissingcomponentsWrongComponentsWrongPolarityComponentsMisalignmentBentLeadsFeedbackLoopFeedbackLoop..YS-U.comThankYou!SimaoYangEducationGroupCo.Ltd谢谢观看/欢迎下载BYFAITHIMEANAVISIONOFGOODONECHERISHESANDTHEENTHUSIASMTHATPUSHESONETOSEEKITSFULFILLMENTREGARDLESSOFOBSTACLES.BYFAITHIBYFAITH一本万利工程1、背景驱动2、盈利策略3、选菜试菜4、价值创造5、完美呈现6、成功面试7、持续改造（一）、一本万利工程的背景驱动

1、什么是一本万利

2、餐饮时代的变迁菜单经验的指导方针运营市场定位的体现经营水平的体现体现餐厅的特色与水准沟通的工具餐厅对顾客的承诺菜单承诺的六大表现1、名字的承诺2、质量的承诺3、价格的承诺4、规格标准的承诺5、外文翻译的准确6、保证供应的承诺

1、顾客满意度餐厅价值、价格、合理感、愉快感、安心感、美味感、便利感、满足感、有价值感、喜悦感、特别感2-2、初期投资餐厅面积、保证金、设备投资、店铺装潢、器具用品投资、制服选定、菜单制作2-1、开业准备厨具、供应商选定、设计、用品选定、餐厅配置、员工训练、餐厅气氛、促销方式3、经营数据营业额、客流量、成本率、人均消费、顾客回头率、出品速度、人事费用菜单内容决定决定相关相关决定决定决定决定以菜单为导向的硬件投资

1、餐厅的装修风格2、硬件设施服务操作3、餐厅动线4、餐具与家俬5、厨房布局6、厨房设备菜单设计正果1、能诱导顾客购买你想让他买的餐点2、能迅速传达餐厅要表达的东西3、双赢：顾客喜欢、餐厅好卖餐厅时代的变迁食物时代硬体时代软体时代心体时代食物食品饥食饱食品质挑食品味品食品德惧食体验人们正在追寻更多的感受，更多的意义更多的体验，更多的幸福（二）盈利策略1、组建工程团队2、确定核心价值3、确定盈利目标4、确定客单价5、设计盈利策略6、确定核心产品谁来设计菜单？产品=做得出来的物品商品=卖得出去的物品商家=产品具备商品附加值物（什么产品）+事（满足顾客何种需求）从物到事从食物到餐饮从吃什么到为什么吃产品本身决定一本，产品附加值决定万利从生理到心理从物质到精神从概念到五觉体验创造产品的五觉附加值体验何来

一家企业以服务为舞台以商品为道具，让消费者完全投入的时候，体验就出现了PART01物=你的企业卖什么产品+事=能满足顾客何种需求？确定核心价值理念核心价值理念1、卖什么样的菜2、卖什么样的氛围？3、如何接待顾客？卖给谁？卖什么事？卖什么价？企业目标的设定1、理论导向的目标设定2、预算3、制定利润目标费用营业额亏损区利润区临界点变动费用总费用营业额曲线费用线X型损益图利润导向的目标设定确定目标设定营业收入=固定成本+目标利润1-变动成本率-营业税率例：A餐厅每月固定成本40万，变动成本50%，营业税率5.5%，目标利率每月8万，问A餐厅的月营业收入：月营收入=（40+8）÷（1-50%-5.5%）=48÷0.445=108万测算损益平衡点保本线=固定成本1-变动成本率-营业税率例：A餐厅保本线=40÷（1-50%-5.5%）

=40÷0.445

=90万定价的