JSD公司路灯在政府招标采购市场的营销策略研究

发布时间：2018-07-23 18:40

【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。
[Abstract]:With the continuous development of the social market economy, the government procurement system in our country is constantly improving. The government procurement system can not only make government procurement activities more and more standardized, but also optimize the allocation of social resources. It is an indispensable part of social and economic development. Since the establishment of "Sunshine Government" in 2003, the government has been more and more inclined to use centralized procurement for government procurement. The development of government procurement in our country is slow, but it increases by 16% every year. With the continuous expansion of government procurement activities, enterprises realize the huge benefits of this business opportunity, and actively participate in government procurement activities, so the competition between enterprises to participate in government procurement activities is becoming more and more fierce. In this case, many enterprises in the bidding procurement rate is very low, it is difficult to win the favor of the government. The JSD company studied in this paper was founded in 2007. At the beginning of its establishment, the main products produced by the company were all kinds of street lamps. After understanding the relevant issues of government procurement, the company began to participate in the activities of government procurement in 2008. However, with the development and change of economy and society, more and more enterprises take part in government procurement activities and JSD companies are facing more and more difficulties and competition pressure. Therefore, in order for JSD company to occupy a certain market share in government procurement, we should find a way to change the marketing strategy of the company. After expounding the current situation of JSD company, we use SWOT analysis method to analyze the enterprise deeply. Then find out the appropriate strategy to help enterprises respond to government bidding and procurement activities. This will greatly improve the winning rate of enterprises in the government bidding procurement, but also can provide some reference for other small and medium-sized enterprises to participate in government procurement. By analyzing the government bidding and purchasing, and taking JSD Company as an example to find out the problem and put forward the strategy, this paper realizes the innovation of the marketing strategy. On the basis of deeply understanding the policies and measures of local governments in government procurement to support the development of small and medium-sized enterprises, this paper puts forward the marketing strategies and strategies for private small and medium-sized science and technology enterprises to deal with government procurement, which is innovative and practical. There are many research topics in the government bidding procurement market, such as the principal-agent relationship in government bidding procurement, the internal control, the influence of government online procurement on the government bidding procurement market. After China's entry into WTO, how to connect with the world in the government bidding and purchasing market, and how to cooperate with the international government bidding and purchasing? The government bidding and purchasing market is a new market, and it will encounter new problems in the course of its development. It needs further analysis and study.
【学位授予单位】：武汉工程大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F812.45;F426.6

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