“十二五”规划明确提出要把建设节约型、环境友好型社会作为加快转变经济发
展方式的重要着力点,为中国环保产业的发展提供了广阔的空间,也为中国环保
企业的发展带来了前所未有的机遇与挑战。

山东W环保工程公司是一家具有工程设计、施工、安装、调试、售后等专业
服务能力的环保工程公司,主要从事火电厂烟气脱硫项目施工总承包的上市公司。

经过近几年的发展壮大,公司已取得较快的发展,并建立了一些典型业绩。随着
环保行业市场的逐渐扩大,进入该行业的企业数量不断增加,企业间的竞争趋向
白热化,合理低价中标成为环保工程行业业主选择承包商的最常用的定标原则。

这种低价中标环境中,技术先进及成本优势是环保工程公司在竞争中取胜的关键
成功因素,成本领先战略也成为环保企业的重要战略选择。

本文首先对国内外研究现状进行了综述;接着以山东W环保工程公司为研究
对象,运用“五种力量模型”分析对W环保工程公司所处战略环境进行深入分析,
归纳与总结W环保工程公司的优势和劣势,以及面临的机遇和挑战,探讨低价中
标环境中成本领先战略的可行性;运用价值链分析法对环保工程公司的内部价值
链和外部价值链进行了分析,研究了低价中标对环保工程公司的影响;通过对环
保工程公司基本竞争战略的比较,提出了山东W环保工程公司成本领先战略的选
择问题;最后在调整组织结构、控制经营成本、人力资源管理、控制采购成本及
设计管理等方面对成本领先战略的具体实施进行了详细论证。战略实施后进行了
简单的战略评价及控制,以期对山东W环保工程公司的战略选择、实施和调整提
供借鉴和参考,以促进公司持续、健康、快速发展。

关键词:成本领先战略;环保工程;低价中标;价值链
ABSTRACT
With the quick development of economic in China, environmental protection has
been drawing more and more attention from government, enterprises and the public.
The construction of conservation-oriented and environmental benign society has been
the focus of the twelfth-five year plan. This has brought forth a wide space for
development for enterprises as well as challenges and opportunities.
Shandong W Environmental Engineering Company is an Enviromental protection
company mainly engaged in the power industry FGD project.The company has made
some progresses in recent years. With the gradual expansion of the environmental
industry market, the number of firms enter the industry has been increasing. The
competition among enterprises is becoming white-hot. Therefore, to win a bid
by reasonable low bid have been chosen as the most commonly used
calibration principle by environmental engineering industries. In this case, advanced
technology and cost advantage are of key importance for the environmental engineering
company to win the competition. The cost leadership strategy has also become an
important strategic choice for environmental protection enterprises.
This paper firstly summarized the domestic and overseas research status;Then in
this thesis, Shandong W Environmental Engineering Company was used as a subject for
study, the five forces” model analysis was used to investigate deeply the
environment for W-environmental companies. The advantages and disadvantages of the
company, challenges and methods were summarized. The low bid strategy was also
discussed in detail.
We hope this thesis shall be helpful for environmental engineering companies in
strategy selection, implement and adjustment.
Keyword : Cost leadership strategy; environmental engineering; low price
bid; value chain