所在案例库：中国专业学位教学案例中心
案例链接：https://case.cdgdc.edu.cn/case/readCaseSummary.do?caseId=a1183b44a9c540faa3ac755271732ce0
案例作者：邓路,冯波
作者单位：北京航空航天大学
中文摘要：随着全球通信行业的发展进入成熟期，通信设备市场的竞争愈发激烈。在国际通信项目投标时，设备商不仅要提供优秀的技术方案，还要提供足够可靠的项目成本估算。项目成本估算不仅是投标定价决策的基础，也是整个项目预算的量标，因此成本估算具备双重性，既要保证投标的竞争力也要保证项目执行的可靠性。本案例以中兴通讯股份有限公司（以下简称“中兴通讯”）为例，研究国际项目投标阶段成本估算的变革问题。中兴通讯针对通讯设备国际项目投标中成本估算普遍存在的问题进行了调研分析，并对这些问题提出了解决方案：借助目标管理和标杆理论、模块化的控制手段，建立公司成本基线系统，最终使得项目成本估算达到预期变革目标。在“一带一路”政策的推动下，越来越多的中国企业将筹划“走出去”的发展战略目标，承包更多的国际工程项目。因此，成本估算将越发重要。本案例通过对中兴通讯项目成本管理的讨论，期望可以对其它企业在激烈的国际市场竞争中就如何应对招投标、构建企业成本竞争优势等问题起到一定的借鉴作用。
英文摘要：With the maturity of the global telecommunication industry, the competition of telecommunication equipment and services market increases fiercely. Equipment and services suppliers must provide competitive and reliable estimate of the project cost as well as excellent technical solutions during biddings for international telecommunication projects. Project cost estimate is not only the basis of the pricing decision, but also the upper limit of the project budget, so it has a dual nature: ensuring both the competitiveness for the project bidding and the reliability for the project implementation. This case is to study the reform of the international project cost estimate during the bidding by the case of ZTE Corporation (hereinafter referred to as "ZTE"). And ZTE investigates and analyzes problems of project cost estimate during the bidding and solve these problems to achieve the objective of reforming the project cost estimate finally by the methods of objective management and benchmarking management, modular controls and the corporate cost baseline system. With more and more China’s companies planning to go out and contract for construction projects overseas driven by the "the Belt and Road Initiatives" policy, the project cost estimate will become more and more important.So this case is expected to give a reference for other companies to deal with bidding problems and build cost competitive strength for international projects through analyzing the case of ZTE.
中文关键词： 国际项目；项目成本估算；目标管理；标杆管理
案例入库时间：2016-05
