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1、感知质量概述Concept of Perceptual QualityProcess Quality过程质量Supplier Quality供应商质量PD Quality研发质量Service Quality服务质量Quality System质量体系Customers Passion客户热忱Perception Quality感知质量Coherence Quality一致性质量Reliability Quality可靠性质量Quality Plan质量规划S&E 安全和环保Regulation 强制法规APQP and Quality GP APQP与质量着陆道Quality Cost Mo
2、del 质量成本Product Economy 产品经济性MFT SH&E 制造安全健康与环保Quality Target Disperse 质量目标离散度Standardization Quality标准化质量CPIP 质量持续改进Integrate Four Quality Modules四模块集成Styling造型美学Gaps and Section 间隙与段差 Color颜色系统美学Service贴心服务Customer praise 公众口碑Social Audit (JD. Power)社会评价Brand品牌Product Praise 产品美誉度Brand Praise品牌美誉度
3、Good feel of purchase购买过程的美好体验“Woe” for owning the product 拥有产品的兴奋度Brand faithfulness 品牌忠诚度Four Quality Modules质量四模块姚氏汽车质量管理“球体斜坡”理论Yaos Automotive Quality Management “Ball-Slope” Philosophy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
4、(Quality Guiding Principles all GM Regions Strategy Board 2008)vvDesign Perceptual Quality Design Perceptual Quality 设计感知设计感知vvStatic PerceptualStatic PerceptualQuality Quality 静态感知静态感知vvDriving PerformanceDriving Performance操控性能操控性能vvComfort/ConvenienceComfort/Convenience舒服舒服/ /便利便利vvVersatility Ve
5、rsatility 多功能多功能vvSafety Perception Safety Perception 安全安全vvCost of Ownership Cost of Ownership 拥有成本拥有成本感知质量Perceptual Quality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
6、定细分市场的客户需求和愿望相适应的。Delight in features / details / fit & finish 在特征细节/缝隙配合上有亮点Thoughtfulness in design 在设计上考虑周全Exemplifies respect for the customer 顾客至上“This was made for me!” “度身定做”Scope范围：Perceptual Quality are all product traits noticed by the customers with all their senses (see, hear, feel, smel
7、l). “感知质量”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“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。它臻于给客户以愉悦喜好的第一印象。Benefits优势:A product wit
8、h a high Perceptual Quality will convince the customer that it offers value for money.高品质的“感知质量”使得客户有物有所值的满足。感知质量的定义Perceptual Quality DefinitionBottom line底线:Its about maximizing 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”Perceptual Quality is about THINGS GONE RI
9、GHT 感知质量是关注 做的正确的事情Traditional quality metrics focus on things gone wrong 而传统的质量系统关注 出问题的事情，如works doesnt work 功能不工作了Malfunctions 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Perceptual Quality is a subset of the Product Profile PQ是整个产品特性中的一部分Design, Static Perceptual Qu
10、ality, Dynamic, Versatility, Safety Perception and Cost of Ownership 设计，静态感知质量，动态感，多功能，安全感及使用成本。感知质量的定义Perceptual Quality Definition其涉及以下这些问题It addresses these questions and comments:TheMazdaisanicervehicleMazada是辆更好的车Theinteriorischeapandplasticky内饰看起来很便宜，全是塑料ILOVEMYCAR!我爱我车Thisisanicefeature.这个功能不
11、错Icantstoreanythinginthiscar!这车我啥也放不进去Ifeelathomeinmycar!在车里就像在家一样Theythoughtthrumyneedswhentheydesignedthis这车设计时考虑到我的需求了Iboughtthisonebecauseithasthingsthattheotherdidnt.这车有其他车所没的，所以我买了它MycarseemedtobemuchbetterbuiltwhencomparedtotheCobalt.和那蓝的相比我的车好多了Itsanextensionofme!这车是我的一部分感知质量Perceptual Quali
12、tyWhy 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？“Thats Perceptual Quality” “Thats 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 ju
13、st 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！Objective 客观的Rational 合理的Metrics 确定的Absolute 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Emotional 情感上的Opinion/Intuition直觉的Relative 相对的 Works well 运行不错 Feels good 感觉
14、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HardHard理性理性SoftSoft感性感性Build Quality制造质量Math Quality设计质量Perceptual Quality感知质量Emotional Quality情感质量总体质量观Total Quality PerspectiveColor颜色Grain皮纹Gloss光泽Sound/Touch声音声音 触觉触觉Integration一体集成Precision精细化Seat Tailoring座椅缝制做工Secondary Su
15、rfaces次要表面Surprise and Delight惊讶和愉悦Solid结实的Edges边角Space空间感Meeting Lifestyle 满足生活方式要求Trunk 后备箱感知质量Perceptual QualityWIN致胜Material材料FeaturesDelighters特征Execution执行Perceptual Perceptual QualityQuality感知质量感知质量Hard QualityHard Quality硬性质量硬性质量ExteriorExterior外饰外饰Importance Importance of Quality of Quality
16、 PerceptionPerceptionPQPQ对客户的对客户的重要程度重要程度Interior内饰10 sec 头10秒10 min 头10分钟10 wk. 10 mos.Exposure time to the vehicle:顾客开始看车的时间北美客户的感知质量vs时间表U.S. Consumer Quality Perception vs. TimePurchase Purchase 考虑考虑ConsiderationConsideration购买购买PurchasePurchase决定决定 DecisionDecision购买购买Perceptual Quality is no l
17、onger a mystery PQ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。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。Our teams 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PQ的方案。W
18、e Are Making Progress! 我们在不断进步感知质量评估Assessment of Perceptual QualitySPQBrazilBrazilGermany全球感知质量评估Global PQ AssessmentMajor change:SplitofDynamicSpiderinDriving Performance andComfort/ConvenienceDesign PQ设计感知Static PQ 静态感知Driving Performance操控性能Comfort/Convenience舒适/便利Versatility多功能性Safety Perceptio
19、n安全 Cost of Ownership拥有成本*) PP Target Completion VPI PP Target Compliance VTC0级定义Level 0 DefinitionsDesign - the 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
20、客户在展演室或车展上对车辆的体验。0级定义Level 0 Definitions设计Design5. Creative Storage巧妙设计的储存空间6. Interior内饰Material Quality材料质量3. Exterior 外饰Customization客户度身定制1.Overall整体设计9. Interior内饰E-Technology电子-技术8. Interior 内饰Customization客户度身定制4. Exterior 外饰Jewel Effects豪华风格7. Interior 内饰Jewel Effects豪华风格2. Exterior外饰E-Techn
21、ology 电子-技术静态感知质量Static Perceptual Quality整体内饰目视质量成果外饰目视质量成果内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后备箱的成果内表面的成果静态感知质量目标设定Static Perceptual Quality Target Setting评分标准Score Standard感知质量流程Perceptual Quality Process感知质量流程Perceptual Quality ProcessBenchmarkingTarget SettingEvaluationIssue TrackingIssue Escalation标杆
22、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执行执行感知质量流程Perceptual Quality ProcessMVPQ Team AssessmentsBill of Competitiveness竞争点清单Features, Delighters, Materials特点，亮点，材料VPIDSOCSOVDRIntegDSIPQTeamAssessments小组评估Assessments评估Escalation Process问题升级流程Best Practices最优方法PQ RequirementsPQ要求Program Definition项目
23、定义Feedback反馈定义内容Content DefinedVirtualandPhysicalReviews虚拟与现实的评估设定目标Set TargetsCN100 N109PP Target SettingWorkshop 感知质量流程的实施 Execution of Perceptual Quality ProcessDSI-172VPI-144SORP0PFI-184CSO-108PP BenchmarkFeed Design Concept SheetsDMUSeating BuckMule BuildIV BuildPP Level 1 Target SettingDrv. Pr
24、f./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/Perf. Assessments - Verify and Confirm TargetsSafety Perce
25、ption, 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 ValidationDBOMDBOMBOMBOM最佳实践与竞争力分析Best Practices & Compet
26、itive Analysis轮胎到车身轮罩距离 Tire to Body openingsNot Recommended不推荐Recommended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。Program Specific Design Objectives Program Specific Design Objectives 项目具体设计目标项目具体设计目标Wiring, Ho
27、ses, 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Recommended推荐Rev: 3/02发动机仓系统Under hood Systems后行李箱CompartmentVW Touareg Rear大众途欢装饰条连接处齐平而无缝Garnish Molding joints are flush and seamlessToyota RAV4丰田RAV4Not Recommended不推荐Recommended推荐Tail lamp installation screws no
28、t visible very clean secondary surface尾灯Tail LampNot Recommended不推荐Recommended推荐Another alternativeDesired StatesNot Recommended不推荐Recommended推荐精确匹配Precision FitsToyota RAV 4 Not Recommended不推荐Recommended推荐Not Recommended不推荐Recommended推荐Perceptual Quality感知质量 Key Message 关键信息Perceptual Quality is al
29、l about: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。Perceptual Quality is a systematic approach focusing on: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“Gotta” have designs 让顾客“非要不可”的设计Engineered and manufactured with precision精密的工程与制造How Good Can You be?你的质量能有多好？How Good Should You be?你的质量应当有多好？With a High Quality Rep, What can you get away with - for a while?拥有高质量的声誉，你能得到什么？
