John Lewis验厂咨询，IATF16949认证约翰—路易斯验厂要求

商店简介

John Lewis

John Lewis(约翰—路易斯)是最大的百货商店，在牛津街商业区和购物中心里都有它的分店。从1864年在伦敦牛津街开办第一家店铺算起，约翰—路易斯百货店已有150年的历史，至今生意兴隆，业绩不错。目前，约翰—路易斯从苏格兰东北部到英格兰西南部共开设了25家分店，固定职工4万人，销售50万种商品，年销售额接近40亿英镑(约合60多亿美元)。 约翰—路易斯做时装、化妆品、童装和家具等。里面的窗帘布很受欢迎，就是那种小碎花款式，典型的英国风格。受欢迎的原因除了品质好之外，买回家后，挂在窗明几净的厨房，当午后阳光透过John Lewis的窗帘布洒落在你身上时，“家”的味道特别强烈吧!

很多人留意这家英国老牌百货公司John Lewis是因为它的最新的一部广告片。90秒长的广告，以一件红色衣服为线索，巧妙地展示了一个平凡女人从出生、襁褓、学步、上学、成长、结婚、生子、变老的情景。意在展示John Lewis恒久不变的优质服务

英文介绍

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认证

手册中最引人注目的变化时其针对FMEA开发的新方法：7步法。它以精确、相关和完整的方式提供了技术风险记录的框架。这个框架是精确的，因为它使用技术术语来描述失效模式及其潜在原因。它是相关的，因为失效后果描述了失败的技术后果。最后，它是完整的，因为它使用了重点元素-上层-下层方法，可以全面审查风险。

第1步：项目规划及准备

内容：项目描述、项目计划、分析边界以及确定使用的基础FMEA

要点：

强调对项目分析范围的准确定义，并确认基础FMEA

强调项目计划的制定，推荐5T工具的使用

修改了FMEA表格中的表头内容

第2步：结构分析

内容：利用工具描述分析范围、确定系统和过程的结构并可视化、准确定义顾客，结构分析是功能分析的基础。

要点：

引入关注要素的概念;

关于DFMEA：DFMEA表单从了解系统结构开始。在将设计分解为系统、子系统和组件之后，在表单中描述了焦点元素，下一个更高级别和下一个更低级别。提供了在完成DFMEA之前支持结构分析的工具的额外说明(框图，结构树)。利用结构树、方块图 / 边界图等工具使结构可视化，并描述分析范围;

关于PFMEA：利用过程流程图以及结构树等工具使结构可视化，并描述分析范围;

增加了制造过程的更详细步骤：

1、PFMEA的焦点元素：即将评估的过程步骤工位号和名称。