浅谈汽车感知质量评价

战怡心

摘 要：汽车工业发展到现在已有百余年的历史，美国、日本等汽车企业在全球汽车市场中占据着举足轻重的地位。随着国内车企的强势崛起，汽车行业的竞争程度日益加剧，原来的质量管理模式已难以全面有效地满足社会发展需求，也难以促进车企改进和创新。在新时代发展环境下，应加强对市场的深入探讨和细致研究，准确合理地把握客户需求，坚持以客户为基础的感知质量管理模式，以此在准确把握市场命脉的基础上扩大市场份额，促进企业创造可观的经济收益。本文首先对质量感知的相关内容进行了概述，而后对质量感知涉及到的主要类别进行了分析，最后对汽车感知质量的评价方法进行了详细说明，希望本研究可以为车企改善汽车感知质量评价体系提供有益借鉴。

关键词：汽车质量 感知质量 质量评价 竞争策略 视觉质量

Talking about the Evaluation of Automobile Perceived Quality

Zhan Yixin

Abstract：The automobile industry has a history of more than one hundred years. The United States， Japan and other automobile companies occupy a pivotal position in the global automobile market. With the strong rise of domestic auto companies and the increasing degree of competition in the auto industry， the original quality management model has been unable to fully and effectively meet the needs of social development， and it is also difficult to promote the improvement and innovation of auto companies. In the development environment of the new era， it is necessary to strengthen in-depth discussion and meticulous research on the market， accurately and reasonably grasp customer needs， adhere to the customer-based perception quality management model， and expand market share on the basis of accurately grasping the lifeblood of the market. It promotes enterprises to create considerable economic benefits. This article first summarizes the related content of quality perception， then analyzes the main categories involved in quality perception， and finally explains the evaluation methods of car perception quality in detail. It is hoped that this research can improve car perception quality evaluation for car companies. The system provides useful reference.

Key words：car quality， perceived quality， quality evaluation， competitive strategy， visual quality

1 引言

在汽車研发、设计环节，提高汽车感知质量水平能够更好地满足客户需求，提高客户满意度，由此为企业创造可观的经济效益。加强汽车质量感知评价便于及时有效地发现质量问题，便于研发人员采取合理手段妥善处理各种现有问题，促进车辆性能、功能全面改善，更全面、更有效地满足客户需求，提高客户体验，增强企业竞争优势。

2 质量感知

质量感知主要指的是通过调动感官器官的方式感知并评价汽车的工艺水平。它追求视觉、听觉等各种不同感官的良好协调，希望能够达到甚至超越消费者的期望水平;作为汽车设计中比较常用的一种方法，质量感知比较强调消费者比较敏感的部件，重视对消费者体验的有效满足和提升[1]。……