1、感知質(zhì)量概述Concept of Perceptual Quality,2020-08-01,1,Process Quality 過(guò)程質(zhì)量,Supplier Quality 供應(yīng)商質(zhì)量,PD Quality 研發(fā)質(zhì)量,Service Quality 服務(wù)質(zhì)量,Quality System 質(zhì)量體系,Customers Passion 客戶熱忱,Perception Quality 感知質(zhì)量,Coherence Quality 一致性質(zhì)量,Reliability Quality 可靠性質(zhì)量,Quality Plan質(zhì)量規(guī)劃 S&E 安全和環(huán)保 Regulation 強(qiáng)制法規(guī) APQP and Q

2、uality GP APQP與質(zhì)量著陸道 Quality Cost Model 質(zhì)量成本 Product Economy 產(chǎn)品經(jīng)濟(jì)性 MFT SH&E 制造安全健康與環(huán)保,Quality Target Disperse 質(zhì)量目標(biāo)離散度 Standardization Quality標(biāo)準(zhǔn)化質(zhì)量 CPIP 質(zhì)量持續(xù)改進(jìn) Integrate Four Quality Modules四模塊集成,Styling造型美學(xué) Gaps and Section 間隙與段差 Color顏色系統(tǒng)美學(xué) Service貼心服務(wù) Customer praise 公眾口碑 Social Audit (JD. Power)社

3、會(huì)評(píng)價(jià),Brand品牌 Product Praise 產(chǎn)品美譽(yù)度 Brand Praise品牌美譽(yù)度 Good feel of purchase購(gòu)買過(guò)程的美好體驗(yàn) “Woe” for owning the product 擁有產(chǎn)品的興奮度 Brand faithfulness 品牌忠誠(chéng)度,Four Quality Modules 質(zhì)量四模塊,姚氏汽車質(zhì)量管理“球體斜坡”理論Yaos Automotive Quality Management “Ball-Slope” Philosophy,感知質(zhì)量管理理論框架Perceptual Quality Management Principle Fra

4、me,2020-08-01,2,“Keep the customer at the center of everything!” 以客戶為中心 (Quality Guiding Principles all GM Regions Strategy Board 2008),Design Perceptual Quality 設(shè)計(jì)感知 Static PerceptualQuality 靜態(tài)感知 Driving Performance操控性能 Comfort/Convenience舒服/便利 Versatility 多功能 Safety Perception 安全 Cost of Ownership

5、 擁有成本,感知質(zhì)量Perceptual Quality,2020-08-01,3,感知質(zhì)量的定義Perceptual Quality Definition,The customers (emotional) experience of vehicle attributes, appropriate to the needs and desires of the market segment 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。 Delight in features / details / fit & finish 在特征細(xì)節(jié)/縫隙配合上有亮點(diǎn) Tho

6、ughtfulness in design 在設(shè)計(jì)上考慮周全 Exemplifies respect for the customer 顧客至上 “This was made for me!” “度身定做”,2020-08-01,4,Scope范圍： Perceptual Quality are all product traits noticed by the customers with all their senses (see, hear, feel, smell). “感知質(zhì)量”指的是客戶能感知（看，聽(tīng)，摸，聞）到產(chǎn)品特性 High ”Perceptual Quality” is t

7、he result of superior execution in styling, engineering and assembly with excellent materials. It culminates in a pleasing appearance and favorable first impression. 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): A product with a high Perceptual Quality will convince the customer that

8、 it offers value for money. 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 Perceptual Quality Definition,Bottom line底線: Its about maximizing customer delight not minimizing customer complaints“ “PQ是給客戶最大程度的愉悅，而非將客戶的抱怨最小化”,2020-08-01,5,Perceptual Quality is about THINGS GONE RIGHT 感知質(zhì)量是關(guān)注 做的正確的事情 Traditional qualit

9、y metrics focus on things gone wrong 而傳統(tǒng)的質(zhì)量系統(tǒng)關(guān)注 出問(wèn)題的事情，如 works doesnt work 功能不工作了 Malfunctions 故障產(chǎn)生了 Its about the quality of the effort not the quantity PQ關(guān)注的是努力的質(zhì)量而不是數(shù)量 Perceptual Quality is a subset of the Product Profile PQ是整個(gè)產(chǎn)品特性中的一部分 Design, Static Perceptual Quality, Dynamic, Versatility, Saf

10、ety Perception and Cost of Ownership 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 Perceptual Quality Definition,2020-08-01,6,其涉及以下這些問(wèn)題 It addresses these questions and comments:,The Mazda is a nicer vehicle Mazada 是輛更好的車,The interior is cheap and plasticky 內(nèi)飾看起來(lái)很便宜，全是塑料,I LOVE MY CAR! 我愛(ài)我車,This is a nice fea

11、ture. 這個(gè)功能不錯(cuò),I cant store anything in this car! 這車我啥也放不進(jìn)去,I feel at home in my car! 在車?yán)锞拖裨诩乙粯?They thought thru my needs when they designed this 這車設(shè)計(jì)時(shí)考慮到我的需求了,I bought this one because it has things that the other didnt. 這車有其他車所沒(méi)的，所以我買了它,My car seemed to be much better built when compared to the Cob

12、alt. 和那藍(lán)的相比我的車好多了,Its an extension of me! 這車是我的一部分,2020-08-01,7,感知質(zhì)量 Perceptual Quality,Why did you buy your first Mag Flashlight? 你為啥會(huì)傾向于買第一個(gè)手電？,“Thats Perceptual Quality” 這就是PQ,It looked like precision & it felt nice “Gotta Have One!”,You just liked the way it looked! 那是因?yàn)樗瓷先ゲ诲e(cuò)！,2020-08-01,8,Obje

13、ctive 客觀的 Rational 合理的 Metrics 確定的 Absolute 絕對(duì)的 There or not there 在或不在 Assembled correctly or not 裝對(duì)了或錯(cuò)了 Works or doesnt work 工作或故障,Subjective 主觀 Emotional 情感上的 Opinion/Intuition直覺(jué)的 Relative 相對(duì)的 Works well 運(yùn)行不錯(cuò) Feels good 感覺(jué)不錯(cuò) Looks nice 看上去不錯(cuò) Smells nice 聞上去不錯(cuò) Sounds good 聽(tīng)著不錯(cuò) Awesome, Wow.真棒,Hard

14、 理性,Soft 感性,Build Quality 制造質(zhì)量 Math Quality 設(shè)計(jì)質(zhì)量,Perceptual Quality 感知質(zhì)量 Emotional Quality 情感質(zhì)量,總體質(zhì)量觀 Total Quality Perspective,2020-08-01,9,Color顏色,Grain皮紋,Gloss光澤,Sound/Touch 聲音 觸覺(jué),Integration一體集成,Precision精細(xì)化,Seat Tailoring座椅縫制做工,Secondary Surfaces 次要表面,Surprise and Delight 驚訝和愉悅,Solid 結(jié)實(shí)的,Edges邊

15、角,Space空間感,Meeting Lifestyle 滿足生活方式要求,Trunk 后備箱,感知質(zhì)量Perceptual Quality,WIN 致勝,Material 材料,Features Delighters 特征,Execution 執(zhí)行,2020-08-01,10,Perceptual Quality 感知質(zhì)量,Hard Quality 硬性質(zhì)量,Exterior 外飾,Importance of Quality Perception PQ對(duì)客戶的重要程度,Interior 內(nèi)飾,Exposure time to the vehicle:顧客開(kāi)始看車的時(shí)間,北美客戶的感知質(zhì)量vs

16、時(shí)間表 U.S. Consumer Quality Perception vs. Time,2020-08-01,11,Perceptual Quality is no longer a mystery PQ早已不再是神秘的。 Our understanding of customer expectations is better than ever 我們對(duì)客戶的了解遠(yuǎn)勝于前。 Our understanding of the competition is much better than it has been recently 我們對(duì)競(jìng)爭(zhēng)對(duì)手的了解也比以前多了。 Our teams are

17、 communicating like never before on enabling HIGH PQ solutions 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。,We Are Making Progress! 我們?cè)诓粩噙M(jìn)步,2020-08-01,12,感知質(zhì)量評(píng)估Assessment of Perceptual Quality,2020-08-01,13,SPQ,Brazil,Brazil,Germany,全球感知質(zhì)量評(píng)估 Global PQ Assessment,2020-08-01,14,Major change: Split ofDynamic Spider in Dr

18、iving Performance and Comfort/Convenience,Design PQ 設(shè)計(jì)感知,Static PQ 靜態(tài)感知,Driving Performance 操控性能,Comfort/Convenience 舒適/便利,Versatility 多功能性,Safety Perception 安全,Cost of Ownership 擁有成本,Level 0,*) PP Target Completion VPI PP Target Compliance VTC,0級(jí)定義 Level 0 Definitions,2020-08-01,15,Design - the emo

19、tional connection to the styling of the vehicle 設(shè)計(jì)情感和汽車風(fēng)格的結(jié)合 Static Perceptual Quality- the quality a discriminating customer would experience in showroom or at an auto show 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 Level 0 Definitions,2020-08-01,16,設(shè)計(jì) Design,5. Creative Storage 巧妙設(shè)計(jì)的儲(chǔ)存空間,6. Interior內(nèi)飾 Mate

20、rial Quality 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 Jewel Effects 豪華風(fēng)格,7. Interior 內(nèi)飾 Jewel Effects 豪華風(fēng)格,2. Exterior外飾 E-Technology 電子-技術(shù),2020-08-01,17,靜態(tài)感知質(zhì)量 Static Perceptual Quality,整體,內(nèi)飾目視質(zhì)量成果,外飾目視質(zhì)

21、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(cāng)布局成果,后備箱的成果,內(nèi)表面的成果,2020-08-01,18,靜態(tài)感知質(zhì)量目標(biāo)設(shè)定 Static Perceptual Quality Target Setting,2020-08-01,19,評(píng)分標(biāo)準(zhǔn) Score Standard,2020-08-01,20,感知質(zhì)量流程Perceptual Quality Process,2020-08-01,21,感知質(zhì)量流程 Perceptual Quality Process,Benchmarking,Target Setting,Evaluation,Issue Tracking,Is

22、sue Escalation,標(biāo)桿選擇,目標(biāo)設(shè)定,評(píng)估,問(wèn)題追蹤,問(wèn)題升級(jí),2020-08-01,22,Plan計(jì)劃,Create制訂,Execute執(zhí)行,感知質(zhì)量流程 Perceptual Quality Process,PQ Team Assessments,Bill of Competitiveness競(jìng)爭(zhēng)點(diǎn)清單 Features, Delighters, Materials特點(diǎn)，亮點(diǎn)，材料,PQ Team Assessments小組評(píng)估,Assessments評(píng)估,Escalation Process問(wèn)題升級(jí)流程,Best Practices 最優(yōu)方法,PQ Requirements

23、PQ要求,Program Definition 項(xiàng)目定義,Feedback反饋,定義內(nèi)容Content Defined,Virtual and Physical Reviews 虛擬與現(xiàn)實(shí)的評(píng)估,設(shè)定目標(biāo)Set Targets,CN100 N109,2020-08-01,23,PP Target SettingWorkshop,感知質(zhì)量流程的實(shí)施 Execution of Perceptual Quality Process,SORP 0,CSO -108,PP Benchmark,Feed Design Concept Sheets,PP Level 1 Target Setting Drv

24、. Prf./C&C/ Vers,PP Detailed Level Target Setting(/Breakdown Drv. Perf./C&C/Vers,PP Assessments - Verify and Confirm Targets Driving Performance, Comfort & Convenience, Versatility,PP Assessments - Verify and Confirm TargetsDesign PQ, Static PQ,Desk/Perf. Assessments - Verify and Confirm TargetsSafe

25、ty Perception, Cost of Ownership,Lead: Validation Design IntegrationVSSM/Safety,PP Level 1 Target Setting Static PQ,PP Level 1 Target Setting Safety P./CoO,PP Level 1 Target Setting Design PQ,Technical Input to be provided by Functional Area Experts Supported by Validation,DBOM,DBOM,BOM,BOM,2020-08-

26、01,24,最佳實(shí)踐與競(jìng)爭(zhēng)力分析 Best Practices & Competitive Analysis,2020-08-01,25,輪胎到車身輪罩距離 Tire to Body openings,Not Recommended 不推薦,Recommended 推薦,The side view distance between the tire and the edge of the wheel opening needs to be as small as possible.從側(cè)面觀察，輪胎到車身輪罩的距離越小越好。,2020-08-01,26,Program Specific Desi

27、gn Objectives 項(xiàng)目具體設(shè)計(jì)目標(biāo),Wiring, Hoses, and Tubing 配線，軟管，管道系統(tǒng)的布局,Not Recommended 不推薦,Recommended 推薦,發(fā)動(dòng)機(jī)倉(cāng)系統(tǒng) Under hood Systems,2020-08-01,27,后行李箱 Compartment,VW Touareg Rear大眾途歡,2020-08-01,28,裝飾條連接處齊平而無(wú)縫 Garnish Molding joints are flush and seamless,Toyota RAV4豐田RAV4,Not Recommended 不推薦,Recommended 推薦,2020-08-01,29,Tail lamp installation screws not visible very clean secondary surface,尾燈 Tail Lamp,Not Recommended 不推薦,Recommende