G 公司是国内通信行业的龙头咨询设计企业，根据企业长远发展的战略规划，G 公 司近年来发展速度越来越快，不但新增了招标代理业务板块，并且在通信行业招标代理 业务上的市场份额逐渐增大。但是随着招标代理行业新政不断，相关资质逐步取消，招 标代理市场渐次放开，竞争愈发激烈，G 公司面临巨大挑战。 本文以 G 公司为研究对象，对其在当前竞争加剧的形势下招标代理业务的竞争战略 进行研究。首先重新整理了战略管理要点及其相关理论，针对 G 公司招标代理业务现阶 段的行业环境、内外部环境等，主要通过 PEST 分析法、波特五力模型分析法进行分析。 其次，针对 G 公司开展招标代理业务自身具备的优、劣势，以及其所处行业环境存在的 威胁、机会，主要通过 SWOT 工具归纳、概括。最后综合分析，为 G 公司能够有效应对 竞争制定具体的战略定位实施保障方案，推进 G 公司的招标代理业务加快发展。 本文虽然主要是研究 G 通信咨询设计公司的招标代理业务竞争战略，但也希望对不 同规模的、不同背景的企业在发展招标代理业务提供一定的借鉴。 关键词：招标代理；采购代理；竞争战略；竞争策略Ⅱ ABSTRACT G Company is a leading consulting and design enterprise in the domestic communications industry. According to the company's long-term strategic planning, G Company has added a new tender agency business segment in recent years and has occupied a certain market share in the communications industry, The overall development trend is better. However, with the new policies in the bidding agency industry, the relevant qualifications were gradually cancelled, the bidding agency market was gradually liberalized, and the competition became more and more fierce. Company G faced great challenges. This article takes G Company as the research object, and studies the competitive strategy of the bidding agency business under the current situation of intensified competition. Firstly, the related theories of strategic management are sorted out, and the internal and external environment and industry environment of G company ’s bidding agency business are analyzed using PEST analysis method and Porter ’s five-force model analysis method; He summarized the advantages and disadvantages of Company G's bidding agency business, as well as the threats and opportunities in its industry environment. Finally, based on the above comprehensive analysis, formulate strategic positioning and implementation guarantee measures for G company's competitive strategy. Under the guidance of these competition strategies, gradually implement various safeguards to speed up the bidding agency business of G Company in the future development in the expected direction. Although this article is to study the competitive strategy of the bidding agency business of G Communication Consulting and Design, it also hopes to have a certain reference to the healthy development of enterprises of different sizes and different backgrounds in the bidding agency industry. Keywords: Bidding Agency/Purchasing Agency/ Competition Strategy/ Strategy Implementation/Ⅲ 目 录 摘要 ................................................................. 1 ABSTRACT ............................................................... 1 第 1 章 绪论 ............................................................ 1 1.1 研究背景和意义 ...................................................... 1 1.1.1 G 公司招标代理业务发展的背景 ................................... 1 1.1.2 招标代理业务竞争加剧新形势 ..................................... 1 1.1.3 研究目的与意义 ................................................. 2 1.2 文献综述 ............................................................ 2 1.2.1 理论基础....................................................... 2 1.2.2 研究现状....................................................... 4 1.3 研究方法和内容 ...................................................... 6 1.3.1 研究方法....................................................... 6 1.3.2 研究内容....................................................... 6 第 2 章 公司外部环境分析................................................. 9 2.1 宏观环境分析 ........................................................ 9 2.1.1 政治环境分析 ................................................... 9 2.1.2 经济环境分析 .................................................. 10 2.1.3 社会环境分析 .................................................. 14 2.1.4 技术环境分析 .................................................. 15 2.2 行业发展环境分析 ................................................... 15 2.3 波特五力模型分析 ................................................... 17 2.3.1 新进入者的威胁分析 ............................................ 18 2.3.2 现有招标代理机构之间的竞争 .................................... 19 2.3.3 招标人的议价能力分析 .......................................... 21 2.3.4 供应商的议价能力分析 .......................................... 22 2.3.5 替代品的威胁 .................................................. 22 2.4 本章小结 ........................................................... 23 第 3 章 公司内部环境分析................................................ 24Ⅳ 3.1 组织机构及管理体制 ................................................. 24 3.2 人力资源情况 ....................................................... 24 3.3 公司主要服务能力分析 ............................................... 27 3.4 经营情况与财务状况分析 ............................................. 28 3.4.1 招标代理业务稳步增长 .......................................... 29 3.4.2 招标代理业务收入的季节性波动 .................................. 32 3.4.3 海外业务蓝海 .................................................. 32 3.5 本章小结 ........................................................... 33 第 4 章 G 公司招标代理业务竞争战略的确定................................. 34 4.1 G 公司招标代理业务 SWOT 分析 ........................................ 34 4.1.1 发展机遇（Opportunities） ..................................... 34 4.1.2 发展威胁（Threats）........................................... 36 4.1.3 公司优势（Strengths）......................................... 37 4.1.4 公司劣势（Weakness）.......................................... 39 4.1.5 G 公司招标代理业务 SWOT 分析 ................................... 40 4.2 G 公司招标代理业务竞争战略定位 ..................................... 41 4.3 竞争战略目标 ....................................................... 44 4.3.1 收入和利润目标 ................................................ 44 4.3.2 市场占有率目标 ................................................ 44 4.3.3 提高生产力目标 ................................................ 44 4.4 竞争战略实施 ...................................................... 44 4.4.1 “三”管齐下的市场运营策略....................................45 4.4.2 标准化交付策略 ................................................ 45 4.4.3 专业化和差异化的服务策略 ...................................... 45 4.4.4 定制化的采购咨询品牌策略 ...................................... 46 4.4.5 构建有行业影响力的专家团队人才策略 ............................ 46 4.4.6 打造领先的电子招标代理管理及采购平台 .......................... 46 4.5 本章小结 ........................................................... 46 第 5 章 G 公司招标代理业务竞争战略的实施保障............................. 47 5.1 招标代理线条垂直管理 ............................................... 47Ⅴ 5.2 人才建设 ........................................................... 47 5.3 信息化管理平台及全流程电子招标投标平台建设 ......................... 48 5.4 双向延伸实现互联网+采购创造衍生跨越式发展 .......................... 49 5.5 市场奖惩制度建设 ................................................... 50 5.6 质量管理及风险管控 ................................................. 53 5.7 本章小结 ........................................................... 56 结论与展望 ............................................................ 57