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感知质量概述ConceptofPerceptualQualityProcessQuality过程质量SupplierQuality供应商质量PDQuality研发质量ServiceQuality服务质量QualitySystem质量体系CustomersPassion客户热忱PerceptionQuality感知质量CoherenceQuality一致性质量ReliabilityQuality可靠性质量•QualityPlan质量规划•S&E安全和环保•Regulation强制法规•APQPandQualityGPAPQP与质量着陆道•QualityCostModel质量成本•ProductEconomy产品经济性•MFTSH&E制造安全健康与环保•QualityTargetDisperse质量目标离散度•StandardizationQuality标准化质量•CPIP质量持续改进•IntegrateFourQualityModules四模块集成•Styling造型美学•GapsandSection间隙与段差•Color颜色系统美学•Service贴心服务•Customerpraise公众口碑•SocialAudit(JD.Power)社会评价•Brand品牌•ProductPraise产品美誉度•BrandPraise品牌美誉度•Goodfeelofpurchase购买过程的美好体验•“Woe”forowningtheproduct拥有产品的兴奋度•Brandfaithfulness品牌忠诚度FourQualityModules质量四模块姚氏汽车质量管理“球体斜坡”理论Yao’sAutomotiveQualityManagement“Ball-Slope”Philosophy感知质量管理理论框架PerceptualQualityManagementPrincipleFrame„Keepthecustomeratthecenterofeverything!”以客户为中心(QualityGuidingPrinciples–allGMRegionsStrategyBoard2008)DesignPerceptualQuality设计感知StaticPerceptualQuality静态感知DrivingPerformance操控性能Comfort/Convenience舒服/便利Versatility多功能SafetyPerception安全CostofOwnership拥有成本感知质量PerceptualQuality感知质量的定义PerceptualQualityDefinitionThecustomer’s(emotional)experienceofvehicleattributes,appropriatetotheneedsanddesiresofthemarketsegment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。–Delightinfeatures/details/fit&finish在特征细节/缝隙配合上有亮点–Thoughtfulnessindesign在设计上考虑周全–Exemplifiesrespectforthecustomer顾客至上–“Thiswasmadeforme!”“度身定做”Scope范围：PerceptualQualityareallproducttraitsnoticedbythecustomerswithalltheirsenses(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”PerceptualQuality”istheresultofsuperiorexecutioninstyling,engineeringandassemblywithexcellentmaterials.Itculminatesinapleasingappearanceandfavorablefirstimpression.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:AproductwithahighPerceptualQualitywillconvincethecustomerthatitoffersvalueformoney.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PerceptualQualityDefinitionBottomline底线:It’saboutmaximizingcustomerdelightnotminimizingcustomercomplaints““PQ是给客户最大程度的愉悦，而非将客户的抱怨最小化”•PerceptualQualityisaboutTHINGSGONERIGHT感知质量是关注做的正确的事情•Traditionalqualitymetricsfocusonthingsgonewrong而传统的质量系统关注出问题的事情，如–worksdoesn’twork功能不工作了–Malfunctions故障产生了•It’saboutthequalityoftheeffortnotthequantityPQ关注的是努力的质量而不是数量•PerceptualQualityisasubsetoftheProductProfilePQ是整个产品特性中的一部分–Design,StaticPerceptualQuality,Dynamic,Versatility,SafetyPerceptionandCostofOwnership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PerceptualQualityDefinitionItaddressesthesequestionsandcomments:其涉及以下这些问题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.这个功能不错Ican’tstoreanythinginthiscar!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Iboughtthisonebecauseithasthingsthattheotherdidn’t.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It’sanextensionofme!这车是我的一部分感知质量PerceptualQualityWhydidyoubuyyourfirstMagFlashlight?你为啥会倾向于买第一个手电？“That’sPerceptualQuality”这就是PQItlookedlikeprecision&itfeltnice“GottaHaveOne!”Youjustlikedthewayitlooked!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•Thereornotthere在或不在•Assembledcorrectlyornot装对了或错了•Worksordoesn’twork工作或故障Subjective主观Emotional情感上的Opinion/Intuition直觉的Relative相对的•Workswell运行不错•Feelsgood感觉不错•Looksnice看上去不错•Smellsnice闻上去不错•Soundsgood听着不错•Awesome,Wow….真棒Hard理性Soft感性BuildQuality制造质量MathQuality设计质量PerceptualQuality感知质量EmotionalQuality情感质量总体质量观TotalQualityPerspectiveColor颜色Grain皮纹Gloss光泽Sound/Touch声音触觉Integration一体集成Precision精细化SeatTailoring座椅缝制做工SecondarySurfaces次要表面SurpriseandDelight惊讶和愉悦Solid结实的Edges边角Space空间感MeetingLifestyle满足生活方式要求Trunk后备箱感知质量PerceptualQualityWIN致胜Material材料FeaturesDelighters特征Execution执行PerceptualQuality感知质量HardQuality硬性质量Exterior外饰ImportanceofQualityPerceptionPQ对客户的重要程度Interior内饰10sec头10秒10min头10分钟10wk.10mos.Exposuretimetothevehicle:顾客开始看车的时间U.S.ConsumerQualityPerceptionvs.Time北美客户的感知质量vs时间表Purchase考虑Consideration购买Purchase决定Decision购买•PerceptualQualityisnolongeramysteryPQ早已不再是神秘的。•Ourunderstandingofcustomerexpectationsisbetterthanever我们对客户的了解远胜于前。•Ourunderstandingofthecompetitionismuchbetterthanithasbeenrecently我们对竞争对手的了解也比以前多了。•OurteamsarecommunicatinglikeneverbeforeonenablingHIGHPQsolutions我们的团队比以往更了解沟通如何实施优质PQ的方案。WeAreMakingProgress!我们在不断进步感知质量评估AssessmentofPerceptualQualitySPQBrazilBrazilGermanyGlobalPQAssessment全球感知质量评估Majorchange:SplitofDynamicSpiderinDrivingPerformanceandComfort/ConvenienceDesignPQ设计感知StaticPQ静态感知DrivingPerformance操控性能Comfort/Convenience舒适/便利Versatility多功能性SafetyPerception安全CostofOwnership拥有成本*)PPTargetCompletion@VPIPPTargetCompliance@VTCLevel0Definitions0级定义Level0Definitions0级定义•Design-theemotionalconnectiontothestylingofthevehicle设计－－情感和汽车风格的结合•StaticPerceptualQuality-thequalityadiscriminatingcustomerwouldexperienceinshowroomoratanautoshow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5.CreativeStorage巧妙设计的储存空间6.Interior内饰MaterialQuality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.E