汽车感知质量培训PerceptualQualityOverview.ppt

1、感知质量概述Concept of Perceptual QualityProcess Quality过程质量过程质量Supplier Quality供应商质量供应商质量PD Quality研发质量研发质量Service Quality服务质量服务质量Quality System质量体系质量体系Customers Passion客户热忱客户热忱Perception Quality感知质量感知质量Coherence Quality一致性质量一致性质量Reliability Quality可靠性质量可靠性质量Quality Plan质量规划质量规划S&E 安全和环保安全和环保Regulation 强

2、制法规强制法规APQP and Quality GP APQP与质量着陆道与质量着陆道Quality Cost Model 质质量成本量成本Product Economy 产品产品经济性经济性MFT SH&E 制造安全健制造安全健康与环保康与环保Quality Target Disperse 质量目标离质量目标离散度散度Standardization Quality标准化质量标准化质量CPIP 质量持续改进质量持续改进Integrate Four Quality Modules四模四模块集成块集成Styling造型美学造型美学Gaps and Section间间隙与段差隙与段差 Color颜色

3、系统美学颜色系统美学Service贴心服务贴心服务Customer praise公公众口碑众口碑Social Audit(JD.Power)社会评价社会评价Brand品牌品牌Product Praise产品产品美誉度美誉度Brand Praise品牌美品牌美誉度誉度Good feel of purchase购买过程的购买过程的美好体验美好体验“Woe”for owning the product拥有产品拥有产品的兴奋度的兴奋度Brand faithfulness品牌忠诚度品牌忠诚度Four Quality Modules质量四模块质量四模块姚氏汽车质量管理姚氏汽车质量管理“球体斜坡球体斜坡”理

4、理论论Yaos Automotive Quality Management“Ball-Slope”Philosophy 感知质量管理理论框架感知质量管理理论框架Perceptual Quality Management Principle Frame Keep the customer at the center of everything!”以客户为中心以客户为中心(Quality Guiding Principles all GM Regions Strategy Board 2008)vvDesign Perceptual Quality Design Perceptual Qualit

5、y 设计感知设计感知设计感知设计感知vvStatic PerceptualStatic PerceptualQuality Quality 静态感知静态感知静态感知静态感知vvDriving PerformanceDriving Performance操控性能操控性能操控性能操控性能vvComfort/ConvenienceComfort/Convenience舒服舒服舒服舒服/便利便利便利便利vvVersatility Versatility 多功能多功能多功能多功能vvSafety Perception Safety Perception 安全安全安全安全vvCost of Ownersh

6、ip Cost of Ownership 拥有成本拥有成本拥有成本拥有成本感知质量感知质量Perceptual Quality感知质量的定义感知质量的定义Perceptual Quality DefinitionThe customers(emotional)experience of vehicle attributes,appropriate to the needs and desires of the market segment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。望相适应的。Del

7、ight in features/details/fit&finish 在特征细节在特征细节/缝隙配合上有亮点缝隙配合上有亮点Thoughtfulness in design 在设计上考虑周全在设计上考虑周全Exemplifies respect for the customer 顾客至上顾客至上“This was made for me!”“度身定做度身定做”Scope范围：范围：Perceptual Quality are all product traits noticed by the customers with all their senses(see,hear,feel,smel

8、l).“感知质量感知质量”指的是客户能感知（看，听，摸，闻）到产品特性指的是客户能感知（看，听，摸，闻）到产品特性High”Perceptual Quality”is the result of superior execution in styling,engineering and assembly with excellent materials.It culminates in a pleasing appearance and favorable first impression.好的好的“感知质量感知质量”是造型设计与工程完美结合，并配以优质材料的产物。它臻于给客是造型设计与工程完

9、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。户以愉悦喜好的第一印象。Benefits优势优势:A product with a high Perceptual Quality will convince the customer that it offers value for money.高品质的高品质的“感知质量感知质量”使得客户有物有所值的满足。使得客户有物有所值的满足。感知质量的定义感知质量的定义Perceptual Quality DefinitionBottom line底线底线:Its about maximizing customer delight not

10、 minimizing customer complaints“PQ是给客户最大程度的愉悦，而非将客户的抱怨最小化是给客户最大程度的愉悦，而非将客户的抱怨最小化”Perceptual Quality is about THINGS GONE RIGHT 感知质量是关注感知质量是关注 做做 的正确的事情的正确的事情Traditional quality metrics focus on things gone wrong 而传统的质量系统关注而传统的质量系统关注 出问题的事情，如出问题的事情，如works doesnt work 功能不工作了功能不工作了Malfunctions 故障产生了故障产

11、生了Its about the quality of the effort not the quantity PQ关注的是努力的质量而不是数量关注的是努力的质量而不是数量Perceptual Quality is a subset of the Product Profile PQ是整个产品特性中的一部分是整个产品特性中的一部分Design,Static Perceptual Quality,Dynamic,Versatility,Safety Perception and Cost of Ownership 设计，静态感知质量，动态感，多功能，安全感及使用成设计，静态感知质量，动态感，多功能

12、，安全感及使用成本。本。感知质量的定义感知质量的定义Perceptual Quality DefinitionIt addresses these questions and comments:其涉及以下这些问题其涉及以下这些问题The Mazda is a nicer vehicleMazada 是辆是辆更好的车更好的车The interior is cheap and plasticky内饰看起来很便宜，内饰看起来很便宜，全是塑料全是塑料I LOVE MY CAR!我爱我车我爱我车This is a nice feature.这个功能不这个功能不错错I cant store anythin

13、g in this car!这车我啥也这车我啥也放不进去放不进去I feel at home in my car!在车里就像在在车里就像在家一样家一样They thought thru my needs when they designed this这车设计时考虑这车设计时考虑到我的需求了到我的需求了I bought this one because it has things that the other didnt.这车有其他车所这车有其他车所没的，所以我买没的，所以我买了它了它My car seemed to be much better built when compared to t

14、he Cobalt.和那蓝的相比我和那蓝的相比我的车好多了的车好多了Its an extension of me!这车是我的一部分这车是我的一部分感知质量感知质量Perceptual QualityWhy did you buy your first Mag Flashlight?Why did you buy your first Mag Flashlight?你为啥会倾向于买第一个手电？你为啥会倾向于买第一个手电？你为啥会倾向于买第一个手电？你为啥会倾向于买第一个手电？“Thats Perceptual Quality”“Thats Perceptual Quality”这就是这就是这就是

15、这就是PQPQIt looked like precisionIt looked like precision&it felt nice&it felt nice“Gotta Have One!”“Gotta Have One!”You just liked the way it looked!You just liked the way it looked!那是因为它看上去不错！那是因为它看上去不错！那是因为它看上去不错！那是因为它看上去不错！Objective 客观的客观的Rational 合理的合理的Metrics 确定的确定的Absolute 绝对的绝对的There or not th

16、ere 在或不在Assembled correctly or not 装对了或错了Works or doesnt work工作或故障Subjective 主观主观Emotional 情感上的情感上的Opinion/Intuition直觉的直觉的Relative 相对的相对的 Works well 运行不错 Feels good 感觉不错 Looks nice 看上去不错 Smells nice 闻上去不错 Sounds good 听着不错 Awesome,Wow.真棒Hard理性理性Soft感性感性Build Quality制造质量制造质量Math Quality设计质量设计质量Perceptual Quality感知质量感知质量Emotional Quality情感质量情感质量总体质量观总体质量观Total Quality PerspectiveColor颜色颜色Grain皮纹皮纹Gloss光泽光泽Sound/Touch声音声音 触觉触觉Integration一体集成一体集成Precision精细化精细化Seat Tailoring座椅缝制做工座椅缝制做工Secondary Surf