基础输液招标模式与东湖药业投标策略研究

发布时间：2018-03-28 15:57

本文选题：基础输液　切入点：招标模式　出处：《华中科技大学》2015年硕士论文

【摘要】：我国基础输液生产企业众多,市场竞争激烈,尤其是2009年正式启动基本药物招标之后,加速了该行业的优胜劣汰。基础输液招标有三种模式,如何制定高质量投标策略已成为输液生产企业的重点工作。东湖药业历来积极参与各省的基础输液投标,但效果不太理想。如何通过对三种招标模式的系统研究,分析其本质特点,并结合企业实际状况制定出针对性的投标策略,提高中标率,是东湖药业目前面临的重要任务之一。本文首先综述了国内外关于基本药物招标采购以及投标策略的最新研究成果;然后分析了东湖药业投标现状及其存在的主要问题,比较研究了三种现行招标模式的基本流程、评标体系、中标结果和存在问题。在此基础上,论文提出了东湖药业针对不同模式所采取的投标策略:双信封招标模式采取“重点省份投盈利标、竞争性省份投保本标、其他省份放弃;技术标得分力争最高;商务标测算乐观和悲观报价、再结合实际状况采取最优报价决策”的策略;综合评价招标模式采取“提供最优技术文件、提供增值服务差异化营销和增强售后服务”的策略;直接采购招标模式采取“优化营销渠道管理、加大终端客户满意度调查、提供增值服务差异化营销和密切关注市场动态把握机遇”的策略。不同投标策略的目标均为提高中标率,提升东湖药业核心竞争力。本文是基础输液投标策略的应用性研究,可为东湖药业确定投标策略提供决策依据,也希望本文研究结论能为其他企业投标策略的制定提供参考与借鉴。
[Abstract]:There are many basic infusion enterprises in our country, and the market competition is fierce, especially after the official launching of the bidding for essential drugs in 2009, which accelerates the survival of the fittest in this industry. There are three modes of basic infusion bidding. How to formulate the high quality bidding strategy has become the key work of the infusion production enterprises. The Donghu Pharmaceutical Industry has always been actively participating in the basic infusion bidding in various provinces, but the effect is not satisfactory. How to systematically study the three bidding modes, By analyzing its essential characteristics and combining with the actual situation of the enterprise, the paper formulates a targeted bidding strategy to improve the bid winning rate. This paper first summarizes the latest research results of bidding procurement and bidding strategy of essential drugs at home and abroad, and then analyzes the present situation and main problems of bidding in Donghu pharmaceutical industry. This paper compares and studies the basic process of the three current bidding modes, the evaluation system, the winning results and the existing problems. The paper puts forward the bidding strategies adopted by Donghu Pharmaceutical Industry for different modes: "double envelopes bidding mode adopts" key provinces to bid for profit, competitive provinces to insure this bid, other provinces to give up, technical standard score is the highest; The commercial standard calculates the optimistic and pessimistic quotation, and then adopts the strategy of optimal quotation decision combined with the actual situation, and the comprehensive evaluation bidding mode adopts the strategy of "providing the best technical documents, providing value-added service differentiation marketing and enhancing after-sales service". Direct purchasing bidding mode adopts "optimize marketing channel management, increase terminal customer satisfaction investigation," The strategy of providing value-added service differentiation marketing and paying close attention to the market dynamics and seizing the opportunity ". The objectives of different bidding strategies are to increase the winning rate and enhance the core competitiveness of Donghu Pharmaceutical Industry. This paper is an application study of basic infusion bidding strategy. It can provide the decision basis for the East Lake pharmaceutical industry to determine the bidding strategy, and also hope that the conclusion of this paper can provide reference and reference for the establishment of bidding strategy of other enterprises.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F426.72;F272

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