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1、感知质量概述Concept of Perceptual Quality,Process 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Quali
2、ty Cost Model 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
3、Praise品牌美誉度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 everyth
4、ing!”以客户为中心(Quality Guiding Principles all GM Regions Strategy Board 2008),Design Perceptual Quality 设计感知Static PerceptualQuality 静态感知Driving Performance操控性能Comfort/Convenience舒服/便利Versatility 多功能Safety Perception 安全Cost of Ownership 拥有成本,感知质量Perceptual Quality,感知质量的定义Perceptual Quality Definition,T
5、he 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
6、!”“度身定做”,Scope范围：Perceptual Quality are all product traits noticed by the customers with all their senses(see,hear,feel,smell).“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 pleas
7、ing 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 with 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 Definition,Bottom line底线:Its about maximizin
8、g 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 RIGHT 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 th
9、e 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 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 comme
10、nts:,The Mazda is a nicer vehicleMazada 是辆更好的车,The interior is cheap and plasticky内饰看起来很便宜，全是塑料,I LOVE MY CAR!我爱我车,This is a nice feature.这个功能不错,I cant store anything in this car!这车我啥也放不进去,I feel at home in my car!在车里就像在家一样,They thought thru my needs when they designed this这车设计时考虑到我的需求了,I bought thi
11、s one because it has things that the other didnt.这车有其他车所没的，所以我买了它,My car seemed to be much better built when compared to the Cobalt.和那蓝的相比我的车好多了,Its an extension of me!这车是我的一部分,感知质量Perceptual Quality,Why did you buy your first Mag Flashlight?你为啥会倾向于买第一个手电？,“Thats Perceptual Quality”这就是PQ,It looked l
12、ike precision&it felt nice“Gotta Have One!”,You just liked the way it looked!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
13、 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,Soft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 Perspective,Color颜色,Grain皮纹,Gloss光泽,Sound/Touch声音 触觉,Integration一体集成,Precision精细化,Seat Tailoring座椅缝制做工,Secondar
14、y Surfaces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 Quality,WIN致胜,Material材料,FeaturesDelighters特征,Execution执行,Perceptual Quality感知质量,Hard Quality硬性质量,Exterior外饰,Importance of Quality PerceptionPQ对客户的重要程度,Interior内饰,Exposure time to t
15、he 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.Time,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。O
16、ur 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。,We Are Making Progress!我们在不断进步,感知质量评估Assessment of Perceptual Quality,SPQ,Brazil,Brazil,Germany,全球感知质量评估Global PQ Assessment,Major change:Split ofDynamic Spider in Driving Performance and Comfort/Con
17、venience,Design 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 Perception安全,Cost of Ownership拥有成本,Level 0,*)PP Target Completion VPI PP Target Compliance VTC,0级定义Level 0 Definitions,Design-the emotional connection to the styling of the vehicle 设计情感和汽车风格
18、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。,0级定义Level 0 Definitions,设计Design,5.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,Overall整体设计,9.Interior内饰E-Tec
19、hnology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-Technology 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 St
20、andard,感知质量流程Perceptual Quality Process,感知质量流程Perceptual Quality Process,Benchmarking,Target Setting,Evaluation,Issue Tracking,Issue Escalation,标杆选择,目标设定,评估,问题追踪,问题升级,Plan计划,Create制订,Execute执行,感知质量流程Perceptual Quality Process,PQ Team Assessments,Bill of Competitiveness竞争点清单Features,Delighters,Materi
21、als特点，亮点，材料,PQ Team Assessments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项目定义,Feedback反馈,定义内容Content Defined,Virtual and Physical Reviews 虚拟与现实的评估,设定目标Set Targets,CN100 N109,PP Target SettingWorkshop,感知质量流程的实施 Execution of Perceptual Quality
22、 Process,SORP0,CSO-108,PP Benchmark,Feed Design Concept Sheets,PP Level 1 Target SettingDrv.Prf./C&C/Vers,PP Detailed Level Target Setting(/BreakdownDrv.Perf./C&C/Vers,PP Assessments-Verify and Confirm TargetsDriving Performance,Comfort&Convenience,Versatility,PP Assessments-Verify and Confirm Targe
23、tsDesign PQ,Static PQ,Desk/Perf.Assessments-Verify and Confirm TargetsSafety Perception,Cost of Ownership,Lead:ValidationDesignIntegrationVSSM/Safety,PP Level 1 Target SettingStatic PQ,PP Level 1 Target SettingSafety P./CoO,PP Level 1 Target SettingDesign PQ,Technical Input to be provided by Functio
24、nal Area ExpertsSupported by Validation,DBOM,DBOM,BOM,BOM,最佳实践与竞争力分析Best Practices&Competitive Analysis,轮胎到车身轮罩距离 Tire to Body openings,Not 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。,Pr
25、ogram Specific Design Objectives 项目具体设计目标,Wiring,Hoses,and Tubing配线，软管，管道系统的布局,Not Recommended不推荐,Recommended推荐,发动机仓系统Under hood Systems,后行李箱Compartment,VW Touareg Rear大众途欢,装饰条连接处齐平而无缝Garnish Molding joints are flush and seamless,Toyota RAV4丰田RAV4,Not Recommended不推荐,Recommended推荐,Tail lamp installat
26、ion screws not visible very clean secondary surface,尾灯Tail Lamp,Not Recommended不推荐,Recommended推荐,Another alternative,Desired States,Not Recommended不推荐,Recommended推荐,精确匹配Precision Fits,Toyota 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
27、信息,Perceptual Quality is all 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？,
