汽車感知質(zhì)量培訓(xùn)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(qiáng)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(jì)性MFTSH&E

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

間隙與段差

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

公眾口碑SocialAudit(JD.Power)社會(huì)評(píng)價(jià)Brand品牌ProductPraise

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

擁有產(chǎn)品的興奮度Brandfaithfulness

品牌忠誠(chéng)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(jì)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(duì)車輛品質(zhì)的體驗(yàn)，其是與特定細(xì)分市場(chǎng)的客戶需求和愿望相適應(yīng)的。Delightinfeatures/details/fit&finish

在特征細(xì)節(jié)/縫隙配合上有亮點(diǎn)Thoughtfulnessindesign

在設(shè)計(jì)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(jì)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(shì):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(shì):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(gè)產(chǎn)品特性中的一部分Design,StaticPerceptualQuality,Dynamic,Versatility,SafetyPerceptionandCostofOwnership

設(shè)計(jì)，靜態(tài)感知質(zhì)量，動(dòng)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(gè)功能不錯(cuò)Ican’tstoreanythinginthiscar!這車我啥也放不進(jìn)去Ifeelathomeinmycar!在車?yán)锞拖裨诩乙粯覶heythoughtthrumyneedswhentheydesignedthis這車設(shè)計(jì)時(shí)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(lán)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(huì)傾向于買第一個(gè)手電？“That’sPerceptualQuality”這就是PQItlookedlikeprecision&itfeltnice“GottaHaveOne!”Youjustlikedthewayitlooked!那是因?yàn)樗瓷先ゲ诲e(cuò)！感知質(zhì)量WhydidyoubuyyourfirstObjective客觀的Rational合理的Metrics確定的Absolute絕對(duì)的Thereornotthere

在或不在?Assembledcorrectlyornot

裝對(duì)了或錯(cuò)了?Worksordoesn’twork工作或故障Subjective主觀Emotional情感上的Opinion/Intuition直覺的Relative相對(duì)的?Workswell運(yùn)行不錯(cuò)?Feelsgood感覺不錯(cuò)?Looksnice看上去不錯(cuò)?Smellsnice聞上去不錯(cuò)?Soundsgood聽著不錯(cuò)

Awesome,Wow….真棒Hard理性Soft感性BuildQuality制造質(zhì)量MathQuality設(shè)計(jì)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(xì)化SeatTailoring座椅縫制做工SecondarySurfaces次要表面SurpriseandDelight驚訝和愉悅Solid結(jié)實(shí)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M(fèi)aterial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(duì)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(shí)間北美客戶的感知質(zhì)量vs時(shí)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(duì)客戶的了解遠(yuǎn)勝于前。Ourunderstandingofthecompetitionismuchbetterthanithasbeenrecently我們對(duì)競(jìng)爭(zhēng)對(duì)手的了解也比以前多了。OurteamsarecommunicatinglikeneverbeforeonenablingHIGHPQsolutions

我們的團(tuán)隊(duì)比以往更了解溝通如何實(shí)施優(yōu)質(zhì)PQ的方案。WeAreMakingProgress!

我們?cè)诓粩噙M(jìn)步PerceptualQualityisnolonge感知質(zhì)量評(píng)估

AssessmentofPerceptualQuality感知質(zhì)量評(píng)估

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

DynamicSpiderinDrivingPerformanceandComfort/ConvenienceDesignPQ設(shè)計(jì)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(jí)定義Level0DefinitionsMajorchange:DesignPQStaticPDesign-theemotionalconnectiontothestylingofthevehicle

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

靜態(tài)感知質(zhì)量－－一個(gè)挑剔的客戶在展演室或車展上對(duì)車輛的體驗(yàn)。0級(jí)定義Level0DefinitionsDesign-theemotionalconnect設(shè)計(jì)Design5.CreativeStorage巧妙設(shè)計(jì)的儲(chǔ)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(jì)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(fēng)格7.Interior內(nèi)飾JewelEffects豪華風(fēng)格2.Exterior外飾E-Technology電子-技術(shù)設(shè)計(jì)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(dòng)機(jī)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(biāo)設(shè)定StaticPerceptualQualityTargetSetting靜態(tài)感知質(zhì)量目標(biāo)設(shè)定評(píng)分標(biāo)準(zhǔn)ScoreStandard評(píng)分標(biāo)準(zhǔn)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(biāo)桿選擇目標(biāo)設(shè)定評(píng)估問題追蹤問題升級(jí)感知質(zhì)量流程BenchmarkingTargetSettiPlan計(jì)劃Create制訂Execute執(zhí)行感知質(zhì)量流程PerceptualQualityProcessMVPQTeamAssessmentsBillofCompetitiveness競(jìng)爭(zhēng)點(diǎn)清單Features,Delighters,Materials特點(diǎn)，亮點(diǎn)，材料VPIDSOCSOVDRIntegDSIPQTeamAssessments小組評(píng)估Assessments評(píng)估EscalationProcess問題升級(jí)流程BestPractices最優(yōu)方法PQRequirementsPQ要求ProgramDefinition項(xiàng)目定義Feedback反饋定義內(nèi)容ContentDefinedVirtualandPhysicalReviews虛擬與現(xiàn)實(shí)的評(píng)估設(shè)定目標(biāo)SetTargetsCN100N109Plan計(jì)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(shí)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(shí)踐與競(jìng)爭(zhēng)力分析BestPractices&CompetitiveAnalysis最佳實(shí)踐與競(jìng)爭(zhēng)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(xiàng)目具體設(shè)計(jì)目標(biāo)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(dòng)機(jī)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