摘要
在市场经济背景下，债券一级市场的项目来源越来越多是通过投标获得的。要想参与
投标活动，公司往往需要投入多种资源，这是一种沉没成本，一旦失去中标资格，一定会
导致公司损失。一直这样下去，必将使得证券公司面临收入减少，知名度降低等诸多问题

作为证券公司，在面临来自全国各地的项目招标活动时，并不能每个项目都参与，这需要
在一定的投标策略指导下决定是参与招标活动，还是选择放弃投标，要做到有针对性。因
此在市场经济条件下，研究证券公司的投标策略、决策方法，在公司付出有限的成本前提
下，怎样获得更好的经济收益有着较大意义

证券公司传统的投标策略主要为定性分析，主要关注点在于项目本身，行业从业人员
投标的策略较为混乱，对自身公司投标的竞争力不够明确，不能形成一套合理的投标决策
体系，对公司在拟投标项目中竞争地位，没有一个清晰的定位，常常会广泛投标，这样不
仅会浪费从业人员有限的精力，还会给公司造成一定的财务损失

主要根据 X 证券公司债券投标获取项目中存在的问题加以分析，并根据相关理论，
制定出一套简单易用的数学计算模型，计算出证券公司竞争力得分，同时通过对拟参与投
标项目进行评分，可以选择恰当的投标项目

研究成果具有一定的理论意义及实用价值，对指导证券公司评价自身竞争力和选择
投标项目具有一定的指导意义，对提高证券公司投标的中标概率具有一定的借鉴作用

关键词：债券一级市场；竞争力；投标策略II
Abstract
In the context of the market economy, the source of the project is more and more come
from bidding. Manpower, material resources, financial resources and other resources need to
be put into the bidding activities, which is a sunk cost, if you can not get the project bid, will
lead to the cost of the company did not get a reasonable return. Going on, will make the
securities companies face a lot of problems, such as the reduction of income and the decrease
of visibility. As a securities company, in the face of project bidding activities from all over the
country, and not every project involved, this is required at the bidding strategy under the
guidance of decision is involved in the bidding activities, or choose to abandon the bid, to be
targeted. Therefore, under the condition of market economy, it is of great significance to study
the bidding strategies and decision-making methods of securities companies.
The traditional bidding strategy of securities companies is mainly qualitative analysis, the
main focus is on the project itself, Practitioners The bidding strategy of the practitioners taken
is in disorder, the competitiveness of the tender is not clear enough, can not form a reasonable
bidding decision system, without a clear positioning ,the company often take part in extensive
bidding, it is not only a waste of limited energy practitioners, but also will cause some financial
loss to the company.
On the base of X securities company, the problem existing in the project biding are
analyzed, and according to the relevant theory, develop a set of simple mathematical model,
calculating the score of competitiveness of securities company, at the same time, by assesse to
the project which are participate in, can choose proper bidding project.
The results of this study has a certain theoretical significance and practical value, has a
certain significance to guide the securities company to evaluate their own competitiveness and
choose bidding project, to improve the probability of winning bid of the securities company has
a certain reference.
Keyword：Bond primary market; competitiveness; bidding strategyIII
目录
第 1 章 绪论....1
1.1 研究背景 ........1
1.2 研究的意义与目的 ....1
1.3 研究方法与创新点 ....2
1.4 本文结构框架 2
1.5 不足之处 ........2
第 2 章 相关理论概念3
2.1 相关概念 ........3
2.1.1 债券一级市场的介绍 ..3
2.1.2 企业竞争力的介绍 ......3
2.1.3 投标策略的介绍 ..........4
2.1.4 风险的概念的介绍 ......4
2.2 相关理论 ........5
2.2.1 企业竞争力理论 ..........5
2.2.2 风险决策理论 ..5
第 3 章 X 公司投标现状分析7
3.1 X 公司基本情况 ........7
3.1.1 行业基本情况 ..7
3.1.2 X 公司发展情况 ..........7
3.2 X 公司投标现状 ........8
3.3 X 公司投标存在的问题及原因 ........9
3.3.1 投标工作主观性强 ......9
3.3.2 投标目标性不强 ..........9
3.3.3 投标项目评价指标单一 ..........9
3.3.4 投标工作定量分析少 10
第 4 章 X 公司投标策略设计..........11
4.1 X 公司投标策略设计的思路 .......... 11
4.2 竞争力分析 .. 11
4.2.1 宏观环境因素11
4.2.2 微观环境因素11
4.3 竞争力评价模型的设计 ......12IV
4.3.1 公司制度层面评价 ....12
4.3.2 公司能力层面评价 .........
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