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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
4、坡”理理论论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 Q
5、uality 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
6、Ownership 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
7、。望相适应的。Delight 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 (
8、see, hear, feel, smell). “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
9、，并配以优质材料的产物。它臻于给客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。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 maxim
10、izing customer delight not 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
11、能不工作了Malfunctions 故障产生了故障产生了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
12、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，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
13、功能不这个功能不错错I cant store anything 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 b
14、etter built when compared to the 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” “Tha
15、ts Perceptual Quality” 这就是这就是这就是这就是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
16、的确定的Absolute 绝对的绝对的There or not there 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
17、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 Surfaces次要表面次要表面Surprise and Delight惊讶和愉悦惊讶和愉悦Solid结实的结实的Edges边角边角Spa
18、ce空间感空间感Meeting Lifestyle 满足生活方式要求满足生活方式要求Trunk 后备箱后备箱感知质量感知质量Perceptual QualityWIN致胜致胜Material材料材料FeaturesDelighters特征特征Execution执行执行Perceptual Perceptual QualityQuality感知质量感知质量感知质量感知质量Hard QualityHard Quality硬性质量硬性质量硬性质量硬性质量ExteriorExterior外饰外饰外饰外饰Importance Importance of Quality of Quality Percep
19、tionPerceptionPQPQ对客户的对客户的对客户的对客户的重要程度重要程度重要程度重要程度Interior内饰内饰10 sec 头头10秒秒10 min 头头10分钟分钟10 wk. 10 mos.Exposure time to the vehicle:顾客开始看车的时间顾客开始看车的时间U.S. Consumer Quality Perception vs. Time北美客户的感知质量北美客户的感知质量vs时间表时间表Purchase Purchase 考虑考虑考虑考虑ConsiderationConsideration购买购买购买购买PurchasePurchase决定决定决定
20、决定 DecisionDecision购买购买购买购买Perceptual Quality is no longer a mystery PQ早已不再是神秘的。早已不再是神秘的。Our understanding of customer expectations is better than ever 我们对客户的了解远胜于前。我们对客户的了解远胜于前。Our understanding of the competition is much better than it has been recently 我们对竞争对手的了解也比以前多了。我们对竞争对手的了解也比以前多了。Our teams
21、are communicating like never before on enabling HIGH PQ solutions 我们的团队比以往更了解沟通如何实施优质我们的团队比以往更了解沟通如何实施优质PQ的方案。的方案。We Are Making Progress! 我们在不断进步我们在不断进步感知质量评估Assessment of Perceptual QualitySPQBrazilBrazilGermanyGlobal PQ Assessment全球感知质量评估全球感知质量评估Major change:Split ofDynamic Spider in Driving Perfo
22、rmance and Comfort/ConvenienceDesign PQ设计感知设计感知Static PQ 静态感知静态感知Driving Performance操控性能操控性能Comfort/Convenience舒适舒适/便利便利Versatility多功能性多功能性Safety Perception安全安全 Cost of Ownership拥有成本拥有成本*) PP Target Completion VPI PP Target Compliance VTCLevel 0 Definitions0级定义级定义Level 0 Definitions0级定义级定义Design - t
23、he emotional connection to the styling of the vehicle 设计情感和汽车风格的结合Static Perceptual Quality- the quality a discriminating customer would experience in showroom or at an auto show 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。Design 设计设计5. Creative Storage巧妙设计的储存空间巧妙设计的储存空间6. Interior内饰内饰Material Quality材料质量材料质量3. Ext
24、erior 外饰外饰Customization客户度身定制客户度身定制1.Overall整体设计整体设计9. Interior内饰内饰E-Technology电子电子-技术技术8. Interior 内饰内饰Customization客户度身定制客户度身定制4. Exterior 外饰外饰Jewel Effects豪华风格豪华风格7. Interior 内饰内饰Jewel Effects豪华风格豪华风格2. Exterior外饰外饰E-Technology 电子电子-技术技术Static Perceptual Quality静态感知质量静态感知质量整体整体内饰目视质量成内饰目视质量成果果外饰目
25、视质量成外饰目视质量成果果内饰操作件的质量成内饰操作件的质量成果果外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发动机仓布局成果后备箱的成果后备箱的成果内表面的成果内表面的成果Static Perceptual Quality Target Setting静态感知质量目标设定静态感知质量目标设定Score Standard评分标准评分标准感知质量流程Perceptual Quality ProcessPerceptual Quality Process感知质量流程感知质量流程BenchmarkingTarget SettingEvaluationIssue TrackingIssue
26、 Escalation标杆选择目标设定评估问题追踪问题升级Plan计划计划Create制订制订Execute执行执行Perceptual Quality Process感知质量流程感知质量流程MVPQ Team AssessmentsBill of Competitiveness竞争点清单Features, Delighters, Materials特点，亮点，材料VPIDSOCSOVDRIntegDSI PQ Team Assessments小组评估小组评估Assessments评估评估Escalation Process问题升级流程问题升级流程Best Practices最优方法PQ Re
27、quirementsPQ要求Program Definition项目定义Feedback反馈反馈定义内容Content DefinedVirtual and Physical Reviews 虚拟与现实的评估虚拟与现实的评估设定目标Set TargetsCN100 N109PP Target SettingWorkshop Execution of Perceptual Quality Process感知质量流程的实施感知质量流程的实施 DSI-172VPI-144SORP0PFI-184CSO-108PP BenchmarkFeed Design Concept SheetsDMUSeati
28、ng BuckMule BuildIV BuildPP Level 1 Target SettingDrv. Prf./C&C/ VersPP Detailed Level Target Setting(/BreakdownDrv. Perf./C&C/VersPP Assessments - Verify and Confirm TargetsDriving Performance, Comfort & Convenience, VersatilityPP Assessments - Verify and Confirm TargetsDesign PQ, Static PQ, Desk/P
29、erf. Assessments - Verify and Confirm TargetsSafety Perception, Cost of OwnershipLead:ValidationDesignIntegrationVSSM/SafetyPP Level 1 Target SettingStatic PQPP Level 1 Target SettingSafety P./CoOPP Level 1 Target SettingDesign PQTechnical Input to be provided by Functional Area ExpertsSupported by
30、ValidationDBOMDBOMBOMBOMBest Practices & Competitive Analysis最佳实践与竞争力分析最佳实践与竞争力分析Tire to Body openings轮胎到车身轮罩距离轮胎到车身轮罩距离 Not Recommended不推荐不推荐Recommended推荐推荐The side view distance between the tire and the edge of the wheel opening needs to be as small as possible.从侧面观察，轮胎到车身轮罩的距离越小越好。从侧面观察，轮胎到车身轮罩的距
31、离越小越好。Program Specific Design Objectives Program Specific Design Objectives 项目具体设计目标项目具体设计目标项目具体设计目标项目具体设计目标Wiring, Hoses, and TubingWiring, Hoses, and Tubing配线，软管，管道系统的布局配线，软管，管道系统的布局Not Recommended不推荐不推荐Recommended推荐推荐Rev: 3/02Underhood Systems 发动机仓系统发动机仓系统Compartment 后行李箱后行李箱VW Touareg Rear大众途欢大众
32、途欢Garnish Molding joints are flush and seamless装饰条连接处齐平而无缝装饰条连接处齐平而无缝Toyota RAV4丰田RAV4Not Recommended不推荐不推荐Recommended推荐推荐Tail lamp installation screws not visible very clean secondary surfaceTail Lamp尾灯尾灯Not Recommended不推荐不推荐Recommended推荐推荐Another alternativeDesired StatesPrecision Fits精确匹配精确匹配Toyo
33、ta RAV 4 Not Recommended不推荐不推荐Recommended推荐推荐Not Recommended不推荐不推荐Recommended推荐推荐Perceptual Quality感知质量感知质量 Key Message 关键信息关键信息Perceptual Quality is all about:感知质量的所有一切都是为了：感知质量的所有一切都是为了：Delighting customers from the first second to the very last moment of ownership让客户从拥有车的第一秒开始到最后都感到满意和愉快。让客户从拥有车的
34、第一秒开始到最后都感到满意和愉快。Perceptual Quality is a systematic approach focusing on:感知质量是一个系统的方法，致力于：感知质量是一个系统的方法，致力于：Understanding customer wants and needs理解客户的所想与所需理解客户的所想与所需“Gotta” have designs 让顾客让顾客“非要不可非要不可”的设计的设计Engineered and manufactured with precision精密的工程与制造精密的工程与制造How Good Can You be?你的质你的质量能有多好？量能有多好？How Good Should You be?你的质量应你的质量应当有多好？当有多好？With a High Quality Rep, What can you get away with - for a while?拥有高质量的声拥有高质量的声誉，你能得到什么？誉，你能得到什么？
