John Lewis驗廠咨詢，IATF16949認證約翰—路易斯驗廠要求

商店簡介

John Lewis

John Lewis(約翰—路易斯)是最大的百貨商店，在牛津街商業(yè)區(qū)和購物中心里都有它的分店。從1864年在倫敦牛津街開辦第一家店鋪算起，約翰—路易斯百貨店已有150年的歷史，至今生意興隆，業(yè)績不錯。目前，約翰—路易斯從蘇格蘭東北部到英格蘭西南部共開設(shè)了25家分店，固定職工4萬人，銷售50萬種商品，年銷售額接近40億英鎊(約合60多億美元)。 約翰—路易斯做時裝、化妝品、童裝和家具等。里面的窗簾布很受歡迎，就是那種小碎花款式，典型的英國風(fēng)格。受歡迎的原因除了品質(zhì)好之外，買回家后，掛在窗明幾凈的廚房，當(dāng)午后陽光透過John Lewis的窗簾布灑落在你身上時，“家”的味道特別強烈吧!

很多人留意這家英國老牌百貨公司John Lewis是因為它的最新的一部廣告片。90秒長的廣告，以一件紅色衣服為線索，巧妙地展示了一個平凡女人從出生、襁褓、學(xué)步、上學(xué)、成長、結(jié)婚、生子、變老的情景。意在展示John Lewis恒久不變的優(yōu)質(zhì)服務(wù)

英文介紹

Every corporation in the world will make advertisements for their goods or services, since advertisement plays an important role in marketing in the company, but they do not illustrate in the same way, not to say the meaning they want to express. However, no matter what the advertisement tells to the customers, the core of it is the reputation, or the brand of the product and the company itself. Advertisement is a bridge for customers to get to the products and services, so, whether the advertisement is attractive or not, it will impact directly on the products and services. In this pape, I would like to say something about advertisement in John Lewis.

Ⅰ. Brief Introduction of John Lewis

As we all know, John Lewis is the biggest and most comprehensive shopping mall in London, UK. It was founded in 1864. with a history of 138 years, during which had great performance. By now, John Lewis has opened 25 branches from the northeast part of Scotland to the southwest part of England. There are 40.000 employees and 500.000 kinds of goods for sale in John Lewis, whose revenue gets almost 4.000.000.000 pounds, that is more than 6.000.000.000 dollars. Among most of the goods, John Lewis is quite special in fashion, cosmetics, children’s clothes and furniture. One example of that is the curtain cloth, which is typical in England. Besides the good quality of their goods, one of the other reasons why their goods are so popularis perhaps they can give a feeling of “home”.

Ⅱ. Advertisement in John Lewis

In John Lewis, it is Marketing’s task to persuade people to spend all their money and time in the shopping mall. Traditionally, John Lewisdid not use any marketing strategy, they just open the door and welcome their customers to have a visit. However, the reality is that it is not the case. John Lewis does very competitive markets, which can diffierentiate itself from their competitiors. John Lewis will provide campaigns according to the festivals and the local customs. Here is an example of the Christmas campaign.

Last year was a recession year for John Lewis . In the recession, the annual budget for marketing has been cut by 25%, so Goose, the leader of the marketing department,decided to gamble on a new advertisement company called Adam & Eve, whichis run by James Mercy.

On their first meeting, James expressed his idea of the advertisement, which is called “the dreamed Christmas”. People will look for presents to their loved ones with less money but really special. So he let a woman who is sleeping bed dream about the presents she wants, and whatever presents occurs in the dream,people can find them in John Lewis. After explanation, Goose was quite interested in the idea of “dream”, but not the way James executed.

So,after months of hard work, James came up with another way of expression of the Christmas campaign. When people give the great gift, they also want to give someone great feelings. So James designed series of beautiful portraits for children. Each child holds a product which is really designed for grown-ups. For instance, one girl is wearing a colourful necklace which might belongs to her mother, and one boy is using a laptop in his father’s study and another is playing with a digital camera.

IATF16949認證

手冊中最引人注目的變化時其針對FMEA開發(fā)的新方法：7步法。它以精確、相關(guān)和完整的方式提供了技術(shù)風(fēng)險記錄的框架。這個框架是精確的，因為它使用技術(shù)術(shù)語來描述失效模式及其潛在原因。它是相關(guān)的，因為失效后果描述了失敗的技術(shù)后果。最后，它是完整的，因為它使用了重點元素-上層-下層方法，可以全面審查風(fēng)險。

第1步：項目規(guī)劃及準(zhǔn)備

內(nèi)容：項目描述、項目計劃、分析邊界以及確定使用的基礎(chǔ)FMEA

要點：

強調(diào)對項目分析范圍的準(zhǔn)確定義，并確認基礎(chǔ)FMEA

強調(diào)項目計劃的制定，推薦5T工具的使用

修改了FMEA表格中的表頭內(nèi)容

第2步：結(jié)構(gòu)分析

內(nèi)容：利用工具描述分析范圍、確定系統(tǒng)和過程的結(jié)構(gòu)并可視化、準(zhǔn)確定義顧客，結(jié)構(gòu)分析是功能分析的基礎(chǔ)。

要點：

引入關(guān)注要素的概念;

關(guān)于DFMEA：DFMEA表單從了解系統(tǒng)結(jié)構(gòu)開始。在將設(shè)計分解為系統(tǒng)、子系統(tǒng)和組件之后，在表單中描述了焦點元素，下一個更高級別和下一個更低級別。提供了在完成DFMEA之前支持結(jié)構(gòu)分析的工具的額外說明(框圖，結(jié)構(gòu)樹)。利用結(jié)構(gòu)樹、方塊圖 / 邊界圖等工具使結(jié)構(gòu)可視化，并描述分析范圍;

關(guān)于PFMEA：利用過程流程圖以及結(jié)構(gòu)樹等工具使結(jié)構(gòu)可視化，并描述分析范圍;

增加了制造過程的更詳細步驟：

1、PFMEA的焦點元素：即將評估的過程步驟工位號和名稱。

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IATF16949中上次審核的問題未能關(guān)閉，按照認證準(zhǔn)則的要求，除了原來不符合項升級為嚴重之外，會追加糾正措施的嚴重不符合項。這個被追加的不符合項，……

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