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论文编号：	1215
作者编号：	2120072170
上传时间：	2009/6/11 14:31:33
中文题目：	国际EPC工程项目的投标决策研究-
英文题目：	Tender Decision-making Researc
指导老师：	戚安邦 教授
中文关键字：	国际工程 EPC 投标策略 投<
英文关键字：	International project EPC
中文摘要：	国际工程总承包作为带动资本、设备、劳务、技术输出的一个综合载体，在我国对外经贸活动中占据着非常重要的地位。它的发展对于我国融入经济全球化、参与国际分工和提升国际竞争能力都具有十分重要的意义。目前，国际工程总承包市场正处在蓬勃发展的阶段，世界工程承包总额不断递增。2005年国际工程承包225强的总承包额达到1667亿美元，预计在2010年将会达到2200亿美元。我国也有越来越多的承包商进入225强名单，在2005年有9家公司进入。然而，我国承包商的承包额仅占225强总承包额的5.3%，且每年我国都会有一批公司退出225强。由此可见，国际工程总承包市场在蕴含着巨大的市场机遇的同时也隐藏着较大的风险。那么，如何在这机遇与挑战并存的环境中立稳脚跟，抢占市场份额，就成为我国承包商所亟待解决的问题。 当前，国际工程市场受到世界经济的影响，出现动荡不安但前景看好的形式。工程总承包是国际工程企业项目管理的主流模式，国际主要的工程企业都采用了这种模式，主要应用于化工、冶金、电站、铁路等大型技术设施工程等领域。我国从1979年开创总承包以来，通过参与国际工程，投标公司不仅为国家创收了可观的外汇，同时投标企业在国际市场上的激烈竞争中不断的发展壮大。随着全球经济一体化和我国加入WTO，国际直接投资以及发展中国家的基础设施建设和产业结构的跳跃性升级拉动国际工程承包市场需求的增加。为了适应改革开放和我国对外经济合作的需要，我国对外承包工程实施“走出去”的战略，从而大力推动了国际工程总承包事业的快速的发展。 EPC项目的繁荣发展促使未来的国际工程承包市场竞争必将更加激烈、竞争水平更高、风险性更大、对承包商的要求更高。尤其是我国EPC的发展较晚，对这方面的研究成果较少，在国际市场上的竞争力较弱，在缺乏经验和了解的情况下，我国投标企业在EPC项目上诸多是由于决策失误，从而导致丢掉中标机会或者出现亏损经营的状况。不仅给企业带来了资金周转的难题，同时也给企业提高国际EPC竞争力带来了前所未有的阻碍。在激烈的市场竞争中，我国的承包商要想在未来的国际工程承包市场立于不败之地，就应当把不断提高自身的管理水平作为最重要的途径。而投标决策水平，作为衡量管理水平的一项重要指标，是决定我国承包企业将来核心竞争力的一项重要因素，不断提高投标决策水平，在确保中标率的前提下，尽可能降低项目的风险，增加项目的收益，也是我国承包企业与国际接轨的一条必由之路。 投标决策的问题就是针对是否参与投标和如何才能一举中标并在以后的经营过程中获得可观的收益并给发包商留下良好的口碑。对于国际EPC工程项目投标决策的研究，在过去的国际工程研究主要集中在投标报价的研究，而忽略了项目本身以及投标阶段的风险、投标企业的投标策略以及所采取的投标策略和投标技巧。而本文是基于对国际、国内EPC市场的发展背景、发展状况、以及目前出现的瓶颈进行了详细的资料搜集和分析；以国际EPC的招投标的方法、和程序的研究以及投标规范的深度了解作为背景；针对在国际竞争愈演愈烈的情况下，我国现行投标企业出现中标率低以及亏损经营等现状进行深入的研究。总结出了投标决策是投标企业的第一步，也是关键的一步。从而更进一步分析影响投标决策的四大要素-投标战略、投标策略、投标风险研究、投标技巧。即构成了本论文的研究重点、核心内容。 在对战略的研究中，本文采用了较成熟的SWOT分析方法和比较优势论的思想，分析企业的内、外环境；优势、劣势；机遇、挑战。为投标企业在国际EPC工程市场的舞台上提供了投标战略SWOT模型。从而制定出适合投标企业的发展战略。本论文归纳出成本领先法、实施差别化、聚焦这三种战略。 投标策略的制定就是使企业更好地运用自己的实力，在决定投标成功的各项关键因素上发挥相对优势，从而取得投标的成功。投标策略是工程承包公司主要的施工生产经营活动，在这个企业的经验管理工作中起着举足轻重的作用。在对策略的研究中，本文结合了项目的特殊性，将影响投标策略的四大要素、投标策略的分类、投标策略的选择作为策略的研究内容。 国际EPC工程投标是一场紧张而又特殊的国际商业竞争。目前，国际工程招标都是针对大型、复杂的工程项目进行的，投标竞争的风险也比较大。本节风险的研究是基于风险的特征以项目风险为基础，重点研究投标阶段的风险，本节使用了先总后分的逻辑思路，首先分析了国际EPC项目的风险因素和承担原则，然后对投标阶段，承包商、项目本身以及业主和相关管理者带来的风险因素进行列举并明确罗列出对六个方面的现实或潜在的风险进行必要的风险管理。 国际工程承包市场竞争日趋激烈，一方面有丰富经验的发达国家的大中型公司，他们既占领着大多数的传统市场，兼备开拓和占领新市场的能力；另一方面大批发展中国家的公司涌入市场，参与技术密集型工程项目的竞争。在这种形势下，对投标技巧的认真分析和研究显的尤为重要。本节通过对投标技巧的要素分析从而归纳出六种投标技巧，即成本分析法、不平衡报价法、先亏后盈法、优惠取胜法、以人为本法、扩大标价法。在结合具体工程的实际情况，以及在投标策略的指导下，采取适当的投标技巧，选择较低而适度的报价，从而取得投标的成功。 本论文的研究旨在节省投标成本，增加竞争中标的可能性以及在中标后收益的最大化，以真实案例证实投标决策的重要性和本文结论的正确性。通过对以上问题的论述和研究，希望能为我国投标企业在参与国际EPC项目的投标竞争提供启示和借鉴。
英文摘要：	The international engineering contracting is an integrated carrier to lead capital, equipment, labor, technical output, occupy a very important position in China's foreign economic and trade activities. The development of its integration is of great significance for China to participate in international division of labor and enhance the international competitiveness into economic globalization. At present, the international engineering contracting market overall is in a phase of vigorous development, the world is constantly on the rise of total project contract. The total contracting volume of 2005 international engineering contracting 225 strong reached 166.7 billion U.S. dollars, which is expected to reach 220 billion U.S. dollars in 2010. China also has a growing number of contractors to enter the list of 225 strong, in 2005, in which there were nine. However, the amount of our contractors is only 5.3 percent of all 225 strong, and each year there will be a number of companies from China leaving the 225 strong. It can be seen that the international engineering contracting market has enormous opportunities as well as large hidden risks. How to get stable footing and seize market share in this environment become an urgent issue. At present, the international construction market is being affected by the world economy turmoil, but the prospect is bright. EPC is an international engineering project management of the mainstream business model, mainly used in chemical, metallurgical, power plants, railways and other large infrastructure projects. Since 1979 the tender not only gain a considerable foreign exchange income through its participation in international projects for China, but develop and grow in the fierce international market’s competition. With the global economic integration and China's accession to WTO, the international direct investment and developing infrastructure and upgrading the industrial structure are driving the international engineering contracting demand. In order to adapt to the reform and opening up, China carries out the foreign contracted projects "going out" strategy, which vigorously promotes the rapid growth of the international engineering contracting. Prosperity and development of EPC courses more intense competition, higher risk and even more stringent requirements on the contractor. In particular, because of the late development of EPC, less research and competitive in this area, in the absence of experience and understanding, my country’s tenders make a number of mistakes, resulting in lost opportunities for the successful operation or a loss situation. Failures not only bring the enterprise cash-flow problems, but also reduce the competitiveness. If China's contractors want to get an invincible position in the international engineering contracting market in the future, they should constantly improve their own management level as the most important way. Decision-making level, as an important indicator to measure the management level, is an important factor in determining the future of China's contracted core competitiveness of enterprises. In ensuring the successful rate of the premise, to improve the level of bidding decision-making continuously, as far as possible to reduce project risk, can increase project revenue, but also is the only way to international standards. Bidding decision-making is regard to whether or not to participate in the bidding for and how one can be successful in the future course of business and substantial revenue to the contract to leave a good reputation. EPC decision-making research focused on the study of the Tender Offer in the past, but neglected the project itself, as well as the risk of the tender stage, tender bidding strategy in enterprises as well as the bidding strategy and tendering skills. Based on the international and domestic EPC background and development, this article collects the data and analyzes the current bottleneck in detail. With the research of international EPC bidding methods and procedures, as well as the depth of understanding of the tender specification as background, this article conducts in-depth study in the low success rate of China's current tenders or loss of business, responding to growing competition in the international circumstances. Sum up that the tender bids enterprise decision-making is the first step as well as the key step. Thus further analyze the four elements of the decision-making - bidding tactics, bidding strategies, bidding risk studies, bidding techniques, which constitutes the core content of this thesis. This article uses the more mature SWOT analysis method and the idea of comparative advantage theory in the study of strategy, analyzes enterprises inside and outside environment from strengths, weaknesses, opportunities and challenges. Provide strategic SWOT model and business development strategies for EPC tenders in the international arena. This paper identifies three strategies, which are the cost leading, the differentiation and the focus. Bidding strategy is to enable enterprises to make better use of their own strength and play a key factor in the comparative advantages, which make a successful bid. Engineering contract bidding strategy is the main activities in production and management of construction, and plays an important role in the management of enterprises. In the study of strategy, this article makes the four elements of the bidding strategy, the classification of the bidding strategy, the choice of bidding strategy as the main object of study, combining with the specificity of the project. At present, the tender of the international project is for large and complex engineering projects. The study is based on the risk characteristics of the project, focusing on the risk of tendering stage. First of all, analyze commitment principles and risk factors of the international EPC, then enumerate risks bringing to the contractor, the project itself, as well as owners and managers in the tender stage, and clearly set out the six aspects of the real or potential risk to carry out the risk management. On the one hand, experienced large and medium-sized companies in developed countries occupy most of the traditional markets, and are able to occupy the opening up new markets. On the other hand, a large number of companies coming from developing countries rush into the market to participate in technology-intensive competition. Under this circumstance, the tender tips of the careful analysis and research are significantly important, that is, cost analysis, the imbalance pricing method, the first surplus after the deficit, to win concessions, basing on people, the expansion of the price. In combination with the actual case, as well as bidding strategies, take appropriate skills and appropriately chose a lower offer to win the tender. In this paper, the study aims to save the tender costs and increase the possibility of successful competition and to maximize the proceeds of successful. Real tender cases confirmed the importance of the decision-making and the correctness of the conclusions. Through the above-mentioned problems’ discussion and research, I hope to provide inspiration and learning for China's enterprises to take part in international EPC bidding.
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