R公司政府信息工程项目投标策略研究
摘要
近年来,随着政府信息化建设的前进,全国各地政府每年均对不同规模的信息工程项目进行招标。其中大量政府的招标项目是针对政府的信息化建设,需要中标公司进行系统集成或软件开发。我国IT企业在政府采购项目中存在一定的优势和发展契机,IT企业灵活运用投标策略,以达到既有中标的机会又有适当盈利的目的,将成为不可避免的主要途径。
在激烈的竞争环境中,如何制定行之有效的投标策略,并在实际的信息工程投标过程中加以运用,以便使企业能够更好的完成投标工作,这对企业的生存具有重要意义。本文以G市R公司参加政府信息工程投标为研究对象,通过定性分析、定量分析和案例分析相结合的方法对其投标策略进行研究。首先介绍了本文研究背景、意义以及国内外政府采购招投标的研究与发展状况。其次分析了R公司的信息工程项目投标的外部环境与内部环境,运用SWOT矩阵,对R公司的内外环境因素进行分析。依据SWOT矩阵的分析,文章梳理了招标投标流程,并在此基础上,提出了R公司参与信息工程项目投标的基本策略。再次,分析了R公司报价流程、报价策略,结合报价策略,给出了报价技巧。最后以G市某信息工程项目投标实例作案例分析,通过案例分析和投标策略进行研究的基础上,文章对公司投标策略进行了反思并给出了对策建议。切实增强R公司的市场竞争能力,为公司的生存和发展提供帮助,同时也为同行业的其他公司提供参考。
In recent years, with the advance of the government's information construction, different scales of information engineering projects of the governments in all parts of the country call for bidding every year. Among them the bidding projects of the most governments are aimed at the information construction of the governments and need bidding winners to carry on software development or system integration. IT enterprises of our country have certain advantages and development opportunities in the government procurement projects. IT enterprises use the bidding strategies flexibly in order to achieve the goal of having a chance to win a bid as well as making profits appropriately, which will become the unavoidable main route.
In the keen competition environment, it has a significant influence for enterprises to know how to make the effective bidding strategy and use it in a real information engineering bidding process to enable enterprises to have a better completion of bidding. This article carries on research to the bidding strategies of R company in G city, combining case analysis with qualitative analysis and quantitative analysis. Firstly, the paper introduces the research background of this article, the meaning, the bidding research and development for domestic and international government procurement. Secondly, it analyzes the external and internal environment of R company’s bidding for the information engineering projects, using the matrix SWOT to analyze the internal and external environmental factors of bidding enterprises. According to the SWOT analysis, the article combs the bidding process and puts forward the basic strategy of R company’s participating in the information engineering project bidding. Thirdly, it analyzes the bidding process and tender offer tactics of R Company and provides the skill of tender offer. Finally, the article gives some advice on bidding strategy, basing on R Company's information engineering project bidding analysis and the study of bidding strategy, which surely not only enhances R's competition and development in the market but also provides reference for other companies in the same industry.
在激烈的竞争环境中,如何制定行之有效的投标策略,并在实际的信息工程投标过程中加以运用,以便使企业能够更好的完成投标工作,这对企业的生存具有重要意义。本文以G市R公司参加政府信息工程投标为研究对象,通过定性分析、定量分析和案例分析相结合的方法对其投标策略进行研究。首先介绍了本文研究背景、意义以及国内外政府采购招投标的研究与发展状况。其次分析了R公司的信息工程项目投标的外部环境与内部环境,运用SWOT矩阵,对R公司的内外环境因素进行分析。依据SWOT矩阵的分析,文章梳理了招标投标流程,并在此基础上,提出了R公司参与信息工程项目投标的基本策略。再次,分析了R公司报价流程、报价策略,结合报价策略,给出了报价技巧。最后以G市某信息工程项目投标实例作案例分析,通过案例分析和投标策略进行研究的基础上,文章对公司投标策略进行了反思并给出了对策建议。切实增强R公司的市场竞争能力,为公司的生存和发展提供帮助,同时也为同行业的其他公司提供参考。
In recent years, with the advance of the government's information construction, different scales of information engineering projects of the governments in all parts of the country call for bidding every year. Among them the bidding projects of the most governments are aimed at the information construction of the governments and need bidding winners to carry on software development or system integration. IT enterprises of our country have certain advantages and development opportunities in the government procurement projects. IT enterprises use the bidding strategies flexibly in order to achieve the goal of having a chance to win a bid as well as making profits appropriately, which will become the unavoidable main route.
In the keen competition environment, it has a significant influence for enterprises to know how to make the effective bidding strategy and use it in a real information engineering bidding process to enable enterprises to have a better completion of bidding. This article carries on research to the bidding strategies of R company in G city, combining case analysis with qualitative analysis and quantitative analysis. Firstly, the paper introduces the research background of this article, the meaning, the bidding research and development for domestic and international government procurement. Secondly, it analyzes the external and internal environment of R company’s bidding for the information engineering projects, using the matrix SWOT to analyze the internal and external environmental factors of bidding enterprises. According to the SWOT analysis, the article combs the bidding process and puts forward the basic strategy of R company’s participating in the information engineering project bidding. Thirdly, it analyzes the bidding process and tender offer tactics of R Company and provides the skill of tender offer. Finally, the article gives some advice on bidding strategy, basing on R Company's information engineering project bidding analysis and the study of bidding strategy, which surely not only enhances R's competition and development in the market but also provides reference for other companies in the same industry.
引文
[1]余杭主.招标投标理论[M].北京:经济日报出版社,1993
[2]《中华人民共和国招标投标法》起草小组.《中华人民共和国招标投标法》[M].北京:法律出版社,2000
[3]商红玲.浅论政府采购法律制度[J].中国高新技术企业,2008,17:16
[4]郝建新,蔡绍荣,李小林.美国工程造价管理[M].天津:南开大学出版社,2002
[5]陆石浩.新加坡政府采购制度简介[J].上海财税,1999,6:38~42
[6]李文阳.关于IT类项目政府采购的调查报告[J].中国政府采购,2009,7:62~64
[7]李艳.浅谈工程量清单计价与工程招标投标[J].工程造价管理,2004,12:92~99
[8] Friedman L.Competitive-bidding strategy[J].Operations Research,1956,82(4): 104~112
[9]樊为刚,侯丽红.层次分析法的改进[J].科技情报开发与经济,2005,4:153~154
[10]许树柏,层次分析法原理[M].天津:天津大学出版社,1998
[11]钱忠宝.一种基于模糊数学的评标方法——模糊综合评价法[J].中国招标,2008,4:16~18
[12]吴秉坚.模糊数学及经济分析[M].北京:中国标准出版社,1994
[13]刘尔烈.项目招标投标实务[M].北京:人民交通出版社,2001
[14]谢识予.经济博弈论[M].上海:复旦大学出版社,2002
[15]肖维品.工程项目投标报价效应分析[J].系统工程,1987,7:43~45
[16]国际咨询工程师联合会,中国工程咨询协会.FIDIC招标程序[M].北京:中国计划出版社,1998
[17]弗雷德·R·戴维.战略管理[M].北京:经济科学出版社,2001
[18]鲁耀斌,张金隆.投标标书评价模型的研究[J].华中理工大学学报,1999,4(6): 43~47
[19]杨和雄,李祟文.模糊数学及其应用[M].天津:天津科技出版社,1990
[20]左军.多目标决策分析[M].杭州:浙江大学出版社,1991
[21] Barry Render,Ralph M.Stair.Jr.面向管理的数量分析[M].北京:北京大学出版社,2002
[22]马龙,翟荔洋.IT企业投标指南[M].北京:电子工业出版社,2005
[23]张建东.浅谈工程投标策略及技巧[J].科技风,2009,3:10
[24]杨青.博弈论在招投标中的应用[J].鄂州大学学报,2003,8(4): 43~50
[25]林长青.企业的投标策略与报价技巧[J].中国招标,2008,36:22~23
[26]王凤秀.层次分析法在招标采购中应用的探讨[J].铁道物资科学管理科,1999,3: 29~30
[27]周丽萍,安娟.基于博弈论的招投标研究[J].河北工程大学学报(自然科学版),2007,1: 95~98
[28]《中华人民共和国政府采购法》起草小组.《中华人民共和国政府采购法》[M].北京:法律出版社,2002
[29] Wang Y M,Chin K S,Yang J B.Measuring the performances of decision-making units using geometric average efficiency[J].Journal of the Operational Research Society,2007,58(7): 929-937
[30]宋秀敏.有关投标报价的几个问题[J].山东省经济管理干部学院学报,2004,3: 24~25
[31]程宗璋.关于我国《招标投标法》的若干问题研究[J].财经研究,2002,10:24~38
[32]徐贝贝.工程招投标问题分析与解决对策[J].管理观察,2009,10:59~60
[33] Taylor T K. Modeling offset policy in government procurement[J].Journal of Policy Modeling,2003,25(9):13~17
[34] Fearon G, Busch L-A. Auditing and competitive bidding in the public sector[J].Journal of Public Economics,2005, 90(4):2~10
[35] Swider D J,Weberc C.Bidding under price uncertainty in multi-unit pay-as-bid procurement auctions for power systems reserve[J].European Journal of Operational Research,2007,181(3):46~50
[36] Kwasnica A M.The choice of cooprative strategies in sealed bid auctions[J].Jouranl of Economic Behaviof&organization,2000,42(3):44~46
[37] Skitmore M.Identifying non-competitive bids in construction contractauctions[J].The International Journal of Management Science,2002,30(6):12~18
[38] Arozamena L,Weinschelbaum F.The effect of corruption on bidding behavior in first-price auctions[J].European Economic Review,2009,53(6):645~657
[39] Sandholm T.Algorithm for optimal winner determination in combinatorial auctions [J].Artificial Intelligence,2002,135(1):22~23
[40] Chapman C B,Ward S C,Bennell J A.Incorporating uncertainty in competitive bidding [J].International Journal of Project Management,2000,18(5):13~14
[41] Gjerstad S,Dickhaut J.Price formation in double auctions[J].Games and Economic Behavior,1998,22(1):56~57
[42] Kumaraswamy M M, ChanD W M. Factors facilitating faster construction [J].Journal of Construction Procurement,1999,5(2):88~98
[43] Mochtar K,Arditi D.Pricing strategy in the US construction industry [J].Construction Management and Economics,2001,(19):405~415
[44] Goeree J K,Offerman T.Competitive bidding in auctions with private and common values[J].Economic Journal,2003,(113):598-613
[45] Amos G P.Changes in US government procurement policy[J].Sealing Technology , 2000,(28):15~23
[2]《中华人民共和国招标投标法》起草小组.《中华人民共和国招标投标法》[M].北京:法律出版社,2000
[3]商红玲.浅论政府采购法律制度[J].中国高新技术企业,2008,17:16
[4]郝建新,蔡绍荣,李小林.美国工程造价管理[M].天津:南开大学出版社,2002
[5]陆石浩.新加坡政府采购制度简介[J].上海财税,1999,6:38~42
[6]李文阳.关于IT类项目政府采购的调查报告[J].中国政府采购,2009,7:62~64
[7]李艳.浅谈工程量清单计价与工程招标投标[J].工程造价管理,2004,12:92~99
[8] Friedman L.Competitive-bidding strategy[J].Operations Research,1956,82(4): 104~112
[9]樊为刚,侯丽红.层次分析法的改进[J].科技情报开发与经济,2005,4:153~154
[10]许树柏,层次分析法原理[M].天津:天津大学出版社,1998
[11]钱忠宝.一种基于模糊数学的评标方法——模糊综合评价法[J].中国招标,2008,4:16~18
[12]吴秉坚.模糊数学及经济分析[M].北京:中国标准出版社,1994
[13]刘尔烈.项目招标投标实务[M].北京:人民交通出版社,2001
[14]谢识予.经济博弈论[M].上海:复旦大学出版社,2002
[15]肖维品.工程项目投标报价效应分析[J].系统工程,1987,7:43~45
[16]国际咨询工程师联合会,中国工程咨询协会.FIDIC招标程序[M].北京:中国计划出版社,1998
[17]弗雷德·R·戴维.战略管理[M].北京:经济科学出版社,2001
[18]鲁耀斌,张金隆.投标标书评价模型的研究[J].华中理工大学学报,1999,4(6): 43~47
[19]杨和雄,李祟文.模糊数学及其应用[M].天津:天津科技出版社,1990
[20]左军.多目标决策分析[M].杭州:浙江大学出版社,1991
[21] Barry Render,Ralph M.Stair.Jr.面向管理的数量分析[M].北京:北京大学出版社,2002
[22]马龙,翟荔洋.IT企业投标指南[M].北京:电子工业出版社,2005
[23]张建东.浅谈工程投标策略及技巧[J].科技风,2009,3:10
[24]杨青.博弈论在招投标中的应用[J].鄂州大学学报,2003,8(4): 43~50
[25]林长青.企业的投标策略与报价技巧[J].中国招标,2008,36:22~23
[26]王凤秀.层次分析法在招标采购中应用的探讨[J].铁道物资科学管理科,1999,3: 29~30
[27]周丽萍,安娟.基于博弈论的招投标研究[J].河北工程大学学报(自然科学版),2007,1: 95~98
[28]《中华人民共和国政府采购法》起草小组.《中华人民共和国政府采购法》[M].北京:法律出版社,2002
[29] Wang Y M,Chin K S,Yang J B.Measuring the performances of decision-making units using geometric average efficiency[J].Journal of the Operational Research Society,2007,58(7): 929-937
[30]宋秀敏.有关投标报价的几个问题[J].山东省经济管理干部学院学报,2004,3: 24~25
[31]程宗璋.关于我国《招标投标法》的若干问题研究[J].财经研究,2002,10:24~38
[32]徐贝贝.工程招投标问题分析与解决对策[J].管理观察,2009,10:59~60
[33] Taylor T K. Modeling offset policy in government procurement[J].Journal of Policy Modeling,2003,25(9):13~17
[34] Fearon G, Busch L-A. Auditing and competitive bidding in the public sector[J].Journal of Public Economics,2005, 90(4):2~10
[35] Swider D J,Weberc C.Bidding under price uncertainty in multi-unit pay-as-bid procurement auctions for power systems reserve[J].European Journal of Operational Research,2007,181(3):46~50
[36] Kwasnica A M.The choice of cooprative strategies in sealed bid auctions[J].Jouranl of Economic Behaviof&organization,2000,42(3):44~46
[37] Skitmore M.Identifying non-competitive bids in construction contractauctions[J].The International Journal of Management Science,2002,30(6):12~18
[38] Arozamena L,Weinschelbaum F.The effect of corruption on bidding behavior in first-price auctions[J].European Economic Review,2009,53(6):645~657
[39] Sandholm T.Algorithm for optimal winner determination in combinatorial auctions [J].Artificial Intelligence,2002,135(1):22~23
[40] Chapman C B,Ward S C,Bennell J A.Incorporating uncertainty in competitive bidding [J].International Journal of Project Management,2000,18(5):13~14
[41] Gjerstad S,Dickhaut J.Price formation in double auctions[J].Games and Economic Behavior,1998,22(1):56~57
[42] Kumaraswamy M M, ChanD W M. Factors facilitating faster construction [J].Journal of Construction Procurement,1999,5(2):88~98
[43] Mochtar K,Arditi D.Pricing strategy in the US construction industry [J].Construction Management and Economics,2001,(19):405~415
[44] Goeree J K,Offerman T.Competitive bidding in auctions with private and common values[J].Economic Journal,2003,(113):598-613
[45] Amos G P.Changes in US government procurement policy[J].Sealing Technology , 2000,(28):15~23