Research On Bidding Strategy Of Video Conference Manufacturers In Bidding Market

In the current domestic market of China,bidding,a main measure of procurement activities under regulated market competition,has become an important practice for purchasing and business dealing of IT project,equipment and services,and also a significant means to improve the market efficiency.Video conferencing system is such a system that encompasses equipment procurement,system integration,conference room equipment installation,maintenance of integrated IT systems.The primary task of equipment manufacturers in participating in video conferencing system bidding,is to win a bid,so as to achieve sales,obtain orders,earn profits,and maintain the production and development of the enterprise.Therefore,the development and selection of bidding strategy are of great importance to the survival for each video conferencing manufacturer.Existing research results on the bidding game both at home and abroad are mainly focusing on the game research of the bidding project decision system,which mostly depends on the project cost,profit analysis and the first-round offer.However,quite limited attention has been paid to factors other than cost and profits,while such factors are unique to IT video conferencing project bidding,including technical evaluation,corresponding grade of equipment,impact on the industry,sales pressure from current competitors,and profit demands for cooperation partners.The author contends that the video conference manufacturers are under great pressure for survival in heated market competition.As a result,it is worthwhile to study the video conferencing vendors' tendering and bidding strategy with actual case analysis.In this thesis,video conferencing procurement project of S company is taken as an example to explore the game model of video conferencing project bidding strategy.The thesis first intensively studies the factors and corresponding importance that influence the results in the bidding of the video conference industry,analyzes the influence of the factors in the bidding process upon the competition,summarizes the causes for winning and losing a bid,and induces key factors in the bidding game model that are worthy of attention.Secondly,the thesis analyses the key factors commonly used in the competition analysis based on the game theory,such as the customer's expectation,the integrator's will,the manufacturers' comprehensive strength,the credit factor analysis,the historical business analysis,the product industry positioning,the competitor's intention.By utilizing the methodology of hierarchical analysis,the thesis establishes the weight for each key factor in video conference bidding.Finally,the thesis focuses on the key factors based on the game theory to establish the bidding game system.In addition,this thesis,by way of mathematical derivation,also establishes the Comprehensive Game Evaluation Decision System,and proves with actual case that it is of great reference value.This thesis intends to discuss the key elements from the multiple aspects of bidding results that influence video conference project.Some of the key elements could be sought from the technical level,some from the level of business conditions,and some other from the price level.The thesis outlines a series of the essential factors in the bidding from authentic experience.Based on the key elements,the thesis establishes the Comprehensive Game Evaluation Decision System,analyzing the whole process of the game comprehensively and extensively.With such efforts,the thesis endeavors to improve the tendering and bidding strategy of video conferencing enterprises in video conference system construction projects,and thus improves the winning rate of video conferencing enterprises,thereby benefiting these enterprises from both social and economic perspective.