【作者】 李捷；

【导师】 李长江；

【作者基本信息】 华中科技大学 ， 企业管理， 2005， 硕士

【摘要】 随着城乡电网建设改造工程、西电东送项目的进行以及铁道电气化、城市地铁和轨道交通的快速发展,我国高低压输变电设备的市场需求令人瞩目,市场前景十分广阔。国家在对电力行业大力投资的同时,为加强对电力建设项目所需设备采购的管理,规范电力建设设备市场秩序和交易行为,保证公平竞争,确保设备质量,控制工程造价,保证按时交货,缩短建设工期,提高服务质量和项目经济效益,要求所有电力工程项目所需物资设备的采购均采用招标方式进行。电力设备的招标采购给电力设备生产制造企业带来了重大影响,企业的产品能否中标,直接关系到企业的生存和发展。如何提高中标率,是每一个企业都必须面对的重要课题。本论文就这一课题进行了有益的研究和探索。论文首先对组织营销和关系营销理论中的相关内容进行回顾,运用上述理论分析了某市供电公司电力设备采购的特点、过程和其所采用的购买战略。然后论文对该供电公司的招标采购进行实证分析。在实证分析中,论文结合对相关理论的思考并参照被调查企业工程项目招标的工作实际,提出了在新的竞争环境下电力设备生产企业如何能够中标的基本假设,为验证所提出假设的正确性,论文进行了两个子项目的研究,其一是对A 供电公司某工程项目招标采购中几类产品投标和中标企业资料进行统计分析,其二是开展了有关电力设备招标采购影响因素的问卷调查。对收集到的数据采用SPSS 软件进行统计分析,大部分假设都得到了分析结果的支持。最后,论文在理论和实证分析的基础上,为电力设备生产制造企业如何制定正确的营销策略,提高在招标采购中的中标率提出了合理化建议。更多还原

【Abstract】 With the processing of upgrading urban and rural power grids, and the rapid development of West-East power transmission project, as well as the electrization of railway, the urban subway and track transportation, the market demand of high-low voltage transmission and transformation equipments is stunning and the perspective is promising. In order to enhance the purchase management of the needed equipments in the electric construction projects, to regulate the market order and transaction behaviour, to ensure fair competition and the quality of purchased equipments, to control the engineering budget and ensure timely delivery, to shorten construction cycle, to improve the service quality and the economic benefits of projects, the national government requires power companies of all level purchase all kinds of material and equipment through bidding while it invests huge amounts of capital into power industry. The purchase through bidding adopted by power companies imposes a great influence on electric-equipment manufacturers. The survival and development of manufacturers is closely related with the ratio of winning contracts. So it’ll be an important subject confronted with every manufacturer how to increase the ratio of winning contracts. Thus this dissertation does beneficial research and exploration on this subject. First, this dissertation reviews relevant outcomes in the area of business marketing and relationship marketing. Adopting the above theories, the dissertation analyses the buying characteristics, purchase process and purchase strategy of A Power Company in one of cities of Hubei province. Then, the dissertation makes empirical analyses on this company’s purchase case. Reflecting relevant theories and consulting the company’s purchase practices, it proposes some basic hypothesises of how a enterprise manufacturing electric-equipments can increase the ratio of winning contracts in the new competitive environment. To validate the feasibility of the proposed hypothesises, the dissertation makes a pairwise study, one of which is the statistic analysis of the data from tender documents of the manufacturers who bided for the equipments purchase sponsored by A Power Company, while the other is a survey about factors which will influence the purchase of Power Company. The data collected are conducted with the SPSS software program in analysis and most of the hypothesises are supported by the results. Finally, on the basis of theories reviewing and empirical analysis, the dissertation puts forward reasonable suggestions for manufacturers on how to map out right marketing strategies and improve the ratio of winning contracts.更多还原