但以往研宄针对IT类视频会议项目招投标中特有的、成本利润之外的因素考虑较少,比如
技术评分估算、设备对应档次、行业影响、现阶段竞争对手销售压力、合作渠道对利润诉求
等方面
作者认为,视频会议厂商在激烈且快速变化的市场竞争中面临着更大的生存压力,因此
贴近视频会议项目特点,针对具有实际案例分析的视频会议厂商在视频会议项目招投标策略
的研究更具有研究价值和现实意义。本文以S公司视频会议采购项目为例,展开对视频会议
项目投标策略博弈的分析研究。本文首先深入研宄了视频会议行业招投标市场中影响中标结
果的各项要素及权重,分析视频会议行业招投标过程中各因素对竞争分析的影响,总结赢单、
丢单原因并归纳出值得研宄的投标博弈关键要素;其次针对竞争分析中常用的判断因子,例
如客户潜在期望、集成商意志、厂商综合实力、资信要素分析、历史商务分析、产品行业定
位、竞争对手意图等,对每个关键要素进行博弈论分析;引入层次分析法,以确立在视频会
议项目投标中每个关键要素所占的权重;最后重点阐述基于博弈的关键要素建立起投标的综
合博弈评估决策体系。此外,本文还通过数学推导,建立综合博弈评估决策体系,以实际应
用的案例结果证明综合博弈评估决策体系可供参考的价值性
本文意图从影响视频会议项目投标结果的多角度考虑,探讨其中的关键要素。这些投标
致胜的关键要素,有些可以从技术层面去寻求,有些可以从商务条件层面寻求,也有些可以
从价格层面寻求。本文最终通过实践总结出来的经验与经历,摸索和归纳出能够在招投标过
程中起到关键性作用的要素,构成的综合性博弈的因子。本文基于关键要素来构建投标综合
I 博弈评估决策体系,以综合的、全面的角度来分析博弈全过程,最终不断完善视频会议企业
在视频会议系统建设项目中的招投标策略,不断提高视频会议企业的中标率,从而提高企业
的经济效益和社会效益
关键词:视频会议项目;层次分析法;投标策略;关键要素;综合博弈评估决策体系
II Research on Bidding Strategy of Video Conference
Manufacturers in Bidding Market
Postgraduate: Cheng Xi Tutor: Zhu Zhijian Southeast University
Abstract
In the current domestic market of China^ bidding, a main measure of procurement
activities under regulated market competition, has become an important practice for
purchasing and business dealing of IT project, equipment and services, and also a significant
means to improve the market efficiency. Video conferencing system is such a system that
encompasses equipment procurement,system integration,conference room equipment
installation, maintenance of integrated IT systems. The primaiy task of equipment
manufacturers in participating in video conferencing system bidding,is to win a bid,so as to
achieve sales, obtain orders, earn profits, and maintain the production and development of the
enterprise. Therefore,the development and selection of bidding strategy are of great
importance to the survival for each video conferencing manufacturer. Existing research
results on the bidding game both at home and abroad are mainly focusing on the game
research of the bidding project decision system, which mostly depends on the project cost,
profit analysis and the first-round offer. However, quite limited attention has been paid to
factors other than cost and profits, while such factors are unique to IT video conferencing
project bidding, including technical evaluation, corresponding grade of equipment, impact on
the industry,sales pressure from current competitors,and profit demands for cooperation
partners.
The author contends that the video conference manufacturers are under great pressure
for survival in heated market competition. As a result,it is worthwhile to study the video
conferencing vendors5 tendering and bidding strategy with actual case analysis. In this thesis,
video conferencing procurement project of S company is taken as an example to explore the
game model of video conferencing project bidding strategy. The thesis first intensively
studies the factors and corresponding importance that influence the results in the bidding of
the video conference industry, analyzes the influence of the factors in the bidding process
in upon the competition, summarizes the causes for winning and losing a bid, and induces key
factors in the bidding game model that are worthy of attention. Secondly, tihte thesis analyses
the key factors commonly used in the competition analysis based on the game theory, such as
the customer’s expectation,the integrator’s will,the manufacturers,comprehensive strength,
the credit factor analysis, the historical business analysis, the product industry positioning,
the competitors intention. By utilizing the methodology of hierarchical analysis, the thesis
establishes the weight for each key factor in video conference bidding. Finally, the thesis
focuses on the key factors based on the game theory to establish the bidding game system. In
addition, this thesis, by way of mathematical derivation, also establishes the Comprehensive
Game Evaluation Decision System, and proves with actual case that it is of great reference
value.
This thesis intends to discuss the key elements from the multiple aspects of bidding
results tiiat influence video conference project. Some of the key elements could be sought
from the technical level, some from the level of business conditions, and some other from the
price level. The thesis outlines a series of the essential factors in the bidding from authentic
experience. Based on tiie key elements, the thesis establishes the Comprehensive Game
Evaluation Decision System, analyzing the whole process of tiie game comprehensively and
extensively. With such efforts, the thesis endeavors to improve the tendering and bidding
strategy of video conferencing enterprises in video conference system construction projects,
and thus improves the winning rate of video conferencing enterprises, thereby benefiting
these enterprises from both social and economic perspective.
Key words: video conference project; methodology of hierarchical analysis; bidding
strategy; key factor; he Comprehensive Game Evaluation Decision System
IV 目录
ii 要 I
ABSTRACT Ill
第一章绪论 1
1.1研宄背景与研宄意义 1
1-2主要研宄内容 2
1.3研宄方法及技术路线 2
1.3.1研宄方法 2
1.3.2论文研究体系 3
1.4论文整体框架设计 4
第二章视频会议项目招投标概念及研宄文献综述2.1项目招投标的概念及历史2.2我国视频会议项目招投标概况2.3招投标决策策略研宄文献2.3.1博弈论的研宄 8
2.3.2视频会议项目招投标方面的研宄2.3.3投标博弈方面的研宄2.4 11
第三章视频会议项目的投标博弈要素分析3.1视频会议项目投标相关的概念3.2 IT类视频会议项目招投标流程3.3评标办法剖析 17
3.3.1资信评审 17
3.3.2技术评审 19
3.3_3价格评审 21
3.3.4综合评倾 22
3.4视频会议厂商在项目投标中的博弈关键要素
22
3.4.1基础关键要素:项目成本分析
24
3A2关键要素一:招标方潜在期望
24
3_4.3关键要素二:技术方案优势
25
3.4.4关键要素三:竞争对手意图
25
3.4.5关键要素四:资信得分
26
3.4.6关键要素五:集成商意志
26
3.4.7关键要素六:综合实力
27
3.4_8关键要素七:投标报价
27
mm＊
29
4.1投标博弈W关键要素指标及标准化
32
4.2资信及技术得分综合博弈评估模型
32
V 4.2.1层次分析判断矩阵构建方法
33
4.2.2数学运算方法 34
4.3资信及技术得分综合博弈评估
38
4.4视频会议项目综合投标博弈策略决策
39
4.4.1投标决策分析 40
4.4.2最终投标行动决策
41
4.4.3投标报价方式及方法
41
第五章S公司视频会议系统投标决策案例分析.
44
5.1 S公司视频会议系统建设项目简介
44
S.2投标人及厂商形势分析
45
S.3资信及技术评分细则
45
5.4投标决策关键要素分析
48
5.5投标综合博弈模型分析评估
53
5.5.1 S公司视讯项目博弈模型分析
53
5.5.2资信技术得分博弈评估
54
5.5.3各投标人设备成本评估
54
5.6投标博益策略分析及制定
55
5.7投标结果及案例小结
57
第六章总结与展望 59
6.1总结 59
6.2 60
致谢 61
参考文献 62
VI 东南大学硕士学位论文
第一章绪论
第一章绪论
1.1研宄背景与研究意义
随着国家“智慧城市”及“中国制造2025”战略的实施及“互联网+”战略的推广,IT系统的
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