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摘 要
随着社会市场经济的不断发展，我国的政府采购制度在不断完善，国家制定
政府采购制度，不但可以使政府采购活动越来越规范化，同时还能优化社会资源
配置，是社会经济发展中不可或缺的一部分。自从 2003 年我国建立“阳光政府”
以来，政府越来越倾向于采用集中采购方式进行政府采购。我国的政府采购发展
比较缓慢，但是每年都在以 16%的速度上升。随着政府采购活动的不断扩大，企
业认识到了这一商机带来的巨大好处，都积极参与到政府采购活动中去，所以企
业参与政府采购活动竞争越来越激烈。在这种情况下，很多企业在招标采购活动
中中标率很低，很难获得政府的青睐。本文研究的 JSD 公司创建于 2007 年，公
司在创建初期，生产的主要产品时各种路灯，企业在了解政府采购相关事宜后，
于 2008 年开始着手参与政府采购的活动。然而，随着经济社会的不断发展变化，
参与政府采购活动的企业越来越多，JSD 公司面临的困难和竞争压力也越来越
大。因此，为了 JSD 公司能在政府采购中占据一定的市场份额，我们应该想办
法改变公司的营销策略，本文在阐述了 JSD 公司相关现状后，运用 SWOT 分析
法对企业进行深入的分析，然后找出合适的策略去帮助企业应对政府招标采购活
动。这样会大大提高企业在政府招标采购时的中标率，还能以点带面，为其他中
小企业参与政府采购提供一些借鉴意义。本文通过对政府招标采购进行分析，并
以 JSD 公司为例找出问题并提出策略，实现了营销策略的创新。即在深入了解
各地政府在政府采购支持中小企业发展的政策措施的基础上，提出民营中小科技
企业应对政府采购的营销战略与策略，具有首创性，实用性。

政府招标采购市场存在着诸多的研究课题，如政府招标采购中的委托代理关
系，内部控制；政府网上采购方式对政府招标采购市场的影响；入世后我国政府
招标采购市场如何与世界接轨；国际间政府招标采购合作等。政府招标采购市场
是一个新兴的市场，在该市场发展的过程中还会遇上新的问题，还需要进一步对
其进行深入的分析研究。

关键词：政府采购；路灯市场；招标采购Abstract
Mechanism of government procurement is a public finance expenditure
management system that standardizes and stipulates the government purchasing. It is
a kind of mechanism of realizing rational distribution of public resource
effectively,whose impact on social economy is getting stronger and stronger. As
“Yangguang government” project advances, government procurement purchase will
become the main direction. Meanwhile, more and more local government will adopt
this way. In this huge-scope government procurement marketing, it is very
impartment to most of the factories and merchants. But from government procurement
marketing observation, some factories have business power and have excellent
manufacture, but government procurement is very poor. JSD company Founded in
2007, the company is mainly engaged in all kinds of lights products.Beginning in
2008 the company began to participate in government procurement activities
tenders.However,with the development of economic and social change, the company
is facing more difficult and competitive pressures. Therefore, in order JSD company
to occupy a certain market share in government procurement, We should think of
ways to change the company's marketing strategy.We can use SWOT analysis to
analyze changes in government procurement tenders marketing model.Then
improving street lighting products brand awareness in the government procurement
market tender, in order to establish an effective government procurement tenders
markets marketing strategy. JSD company manufactures and sells products including
street lighting street lights, street lighting commercial lighting, solar lights and small
solar power plants and other products; company's sales channel sales model including
brokers, terminal retail, government bidding sales, direct marketing and other models.
In JSD company's sales model, the government's bidding and purchasing sales are an
important way of selling.
Government tenders procurement market there are many research topics, such as
the principal-agent relationship between government procurement tenders, the internal