“十三五”以来，我国环保产业进入发展的快车道，年产值逐年增加。河北先河 正态环境检测有限公司在股东先河环保的支持下，于 2014 年正式组建成立。当前 环保产业迅速发展，竞争强度也逐渐变得激烈，如何使公司保持现有优势，占据 较高市场占有率，是亟需考虑的。 本文使用了文献研究、比较研究、调研访谈、层次分析等多种研究方法，对 宏观环境和产业环境进行了定性分析和 EFE 定量评价，指出河北先河正态环境检 测有限公司当前处于比较有利的外部环境；运用 IFE 矩阵，对企业当前所处的内 部资源和能力进行了评价，指出其企业所拥有的技术和人力优势等。 本文对河北先河正态环境检测有限公司的内外环境先后进行了 SWOT 分析和 QSPM 评价，指出当前面临着巨大的发展机遇，如政策支持、资金涌入、市场急 需，但同时也存在着一定的外部环境威胁，如门槛降低、恶性竞争等。在内部环 境上，该公司优势显著，如高层重视、团队稳定、资质较多等，劣势表现在营销 欠缺、业务单一、客户集中等。定性和定量地选择了应采取差异化竞争战略。 通过采用层次分析法，对竞争战略实施过程中涉及到的要素进行了定量的分 析，从而聚焦到该公司坚持理念差异化，要主动承担社会责任，始终把生态环境 服务的理念时刻牢记；坚持产品差异化，进一步提升服务的综合性和准确性；坚 持营销差异化，依托集团公司，摒弃传统的产品式营销思维，制定有针对性的营 销策略；坚持服务差异化方面，充分发挥应对客户不同需求反应迅速的特点，在 售前、售中和售后，提供差异化的服务，从而占据更多的市场份额。 为保证差异化竞争战略的实施，河北先河正态环境检测有限公司应该在组织、 品牌、人才、营销等方面做好各项保障措施，确保竞争战略有效实施，从而提升 公司的核心竞争力。 关键词，竞争战略；QSPM 矩阵；差异化；层次分析法I Abstract Since the 13th Five-Year Plan, China's environmental protection industry has developed rapidly and its annual output value has increased year by year. Hebei Xianhe Normal Environmental Testing Co., Ltd. was established in 2014. Although it was established later than other environmental testing companies, it faces unprecedented opportunities for future development because of its large number of testing qualifications, advanced technology and rapid development. This paper uses literature research method, comparative research method, interview research method, hierarchical research method, PEST analysis method, five-force model, EFE evaluation matrix and other tools to analyze and evaluate the external environment, pointing out that Hebei Xianhe Normal Environment Detection Co., Ltd. is currently in a more favorable external environment; using IFE matrix, enterprises are currently in the internal resources and capabilities. This paper evaluates and points out the technological and manpower advantages of its enterprises. This paper makes SWOT analysis and QSPM evaluation on the internal and external environment of Hebei Xianhe Normal Environmental Testing Co., Ltd. and points out that there are huge opportunities for development, such as policy support, capital influx and urgent market needs, but there are also certain external environmental threats, such as lower threshold, vicious competition and so on. In the internal environment, the company has obvious advantages, such as high-level attention, team stability, more qualifications, etc. The disadvantages are lack of marketing, single business, customer concentration and so on. Qualitatively and quantitatively, the strategy of differentiated competition should be adopted. Through the use of analytic hierarchy process, this paper makes a quantitative analysis of the elements involved in the implementation of competitive strategy, thus focusing on the company's adherence to the concept of differentiation, to take the initiative to assume social responsibility, and always keep in mind the concept of ecological environment services; adhere to product differentiation, and further enhance the comprehensiveness and accuracy of services; adhere to marketing differentiation,II relying on group companies. We should abandon the traditional product-based marketing thinking and formulate targeted marketing strategies; adhere to the service differentiation, give full play to the characteristics of rapid response to different customer needs, and provide differentiated services before, during and after sales, so as to occupy more market share. In order to ensure the implementation of differentiated competition strategy, Hebei Xianhe Normal Environment Testing Co., Ltd. should do a good job in organizational protection, brand protection, talent protection, marketing protection and other safeguards to ensure the effective implementation of competition strategy, so as to enhance the core competitiveness of the company. Keywords: competitive strategy; QSPM matrix; differentiation; analytic hierarchy processI 目 录 第一章 绪论............................................................................................................. 1 一、研究背景......................................................................................................... 1 二、研究意义......................................................................................................... 2 三、研究现状......................................................................................................... 2 （一）国外研究现状......................................................................................... 2 （二）国内研究现状......................................................................................... 3 四、研究方法......................................................................................................... 5 （一）文献研究法............................................................................................. 5 （二）比较研究法............................................................................................. 5 （三）访谈研究法............................................................................................. 5 （四）层次分析法............................................................................................. 5 五、研究框架......................................................................................................... 6 六、研究内容......................................................................................................... 6 第二章 基本概念与相关理论................................................................................. 8 一、竞争战略理论................................................................................................. 8 （一）总成本领先战略..................................................................................... 8 （二）差别化战略............................................................................................. 8 （三）集中化战略............................................................................................. 9 二、竞争战略分析工具......................................................................................... 9 （一）PEST 分析法........................................................................................... 9 （二）波特五力模型....................................................................................... 10 （三）SWOT 分析矩阵................................................................................... 10 （四）评价矩阵................................................................................................11 第三章 河北先河正态环境检测有限公司外部环境分析................................... 12 一、公司简介....................................................................................................... 12 二、宏观环境分析............................................................................................... 13 （一）政治因素............................................................................................... 13 （二）经济因素............................................................................................... 15 （三）社会因素............................................................................................... 17 （四）技术因素............................................................................................... 18 三、行业环境分析............................................................................................... 19 （一）现有竞争者........................................................................................... 19II （二）潜在进入者........................................................................................... 21 （三）行业替代者........................................................................................... 22 （四）供方议价力........................................................................................... 22 （五）买方议价力........................................................................................... 23 四、外部因素评价............................................................................................... 24 第四章 河北先河正态环境检测有限公司内部环境分析................................... 26 一、资源分析....................................................................................................... 26 （一）有形资源分析....................................................................................... 26 （二）无形资源分析....................................................................................... 27 二、能力分析....................................................................................................... 28 三、内部因素评价............................................................................................... 29 第五章 河北先河正态环境检测有限公司竞争战略制定与实施....................... 31 一、SWOT 分析战略组合................................................................................... 31 二、河北先河正态环境检测有限公司竞争战略实施....................................... 32 （一）竞争战略可行性分析........................................................................... 32 （二）基于 QSPM 矩阵的竞争战略选择...................................................... 33 （三）基于层次分析法的竞争战略实施....................................................... 36 三、竞争战略保障............................................................................................... 43 （一）组织保障............................................................................................... 43 （二）品牌保障............................................................................................... 43 （三）人才保障............................................................................................... 44 （四）营销保障............................................................................................... 44 结论与展望............................................................................................................... 46