汽车感知质量培训Perceptual Quality Overview.ppt

Another alternative Desired States Precision Fits精确匹配 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？ 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 SE 安全和环保 Regulation 强制法规 APQP and Quality GP APQP与质量着陆道 Quality Cost Model 质量成本 Product Economy 产品经济性 MFT SHE 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 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Yao’s 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 (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 The customer’s (emotional) experience of ve