Bidding strategy skills:
The success or failure of bidding competition depends not only on the economic strength and technical level of competitors, but also on whether the competitive strategy is correct and whether the bidding skills are properly used. Generally speaking, other things being equal, the lowest bidder often wins. However, this is not absolute. Some quotations are not high, but they still can't get the trust of the tenderee. The reason is that the tenderer can't put forward reasonable suggestions that are beneficial to the tenderer and can't use the skills and strategies of bidding quotation, so he failed to win the bid. Therefore, it is necessary to study the guiding ideology, quotation strategy and bidding skills in bidding activities.
The so-called bidding strategy refers to the bidding objectives, competitive countermeasures and bidding skills determined by the bidding unit according to its own strength and conditions under the conditions of legal competition. That is, the decision-making thinking and actions that determine the bidding behavior include three elements: bidding objectives, countermeasures and skills. For bidders, after mastering the information dynamics and related materials of competitors, they usually decide whether to participate in bidding on the basis of comprehensive analysis of bidding strategy factors; After participating in the bidding quotation, decide what kind of bidding target to determine; What measures should be taken to defeat competitors in the competition and achieve the goal of winning the bid? This kind of research and analysis is the concrete process of formulating bidding strategy.
Target selection
The goal of bidding quotation is that the tendering unit will operate in a specific bidding mode; Make use of its own operating conditions and advantages, and strive to achieve benefits through competition. This interest goal is the concrete embodiment of the guiding ideology of the tendering unit, the core element of bidding strategy, and the basis for selecting competitive countermeasures and bidding skills. To study the bidding strategy, we should start with the analysis of the bidding objectives, study the relevant competitive countermeasures, properly use the bidding skills, form a complete bidding strategy, and achieve the goal of winning the bid.
First, the selection target of tender offer
Due to the different operating capabilities and conditions of the tendering units, different tenderers can be selected for different purposes for the same bidding project.
(1) survival type. Bidding is to overcome the survival crisis of enterprises, and the principle of winning the bid can be ignored.
(2) Compensation type. Bidding and quotation is to make up for the lack of tasks of enterprises and pursue marginal benefits. He showed great enthusiasm for the bidding of engineering equipment, and the low quotation at the expense of losses was highly competitive. However, due to the limitation of production capacity, it should only be considered in small-scale bidding projects.
(3) making profits. Give full play to their own advantages in bidding and quotation, with the goal of achieving the best profit. Bidders are not enthusiastic about projects with unattractive benefits, full of confidence in projects with large profits, and pay little attention to competitors' motivation analysis and countermeasures research.
The selection of different bidding objects is based on certain conditions. Competitive bidding quotation target is a common form pursued by bidding units.
Second, determine the factors of bidding target
It is not arbitrary and arbitrary to determine what kind of bidding object. First of all, we should study the technical, economic and commercial requirements of the project subject to tender, then analyze our own advantages and disadvantages in technology, economy and management, and then compare our own conditions with the requirements of the project subject to tender one by one to determine our competitive position in bidding and formulate favorable bidding targets. This analysis and comparison mainly consider the following factors.
(a) technical equipment capacity and technical operation level of workers. The technical conditions of the project subject to tender put forward the requirements for the tendering units on the corresponding technical equipment capacity and workers' technical operation level. If it can't adapt, it is necessary to update or install new technical equipment, provide technical training for workers, or outsource to organize procurement. Therefore, the bidder's ability or the resulting change in the quotation cost will directly affect the selection of the bidding object. On the other hand, bidders with high technical equipment and operational capacity undertake projects with low technical level, and the benefit selection also has great limitations.
(2) Design ability. Engineering design is often an integral part of the bidding project. In a comprehensive bidding project, the requirements and workload of design work occupy a more important position. Whether the bidder's design ability can adapt to the requirements of the bidding project directly determines the selection of bidding methods and bidding objects. A design ability that adapts to the bidding project can give full play to the advantages of bidders and take the initiative in the competition.
(4) Follow-up opportunities brought by the project subject to tender, the so-called follow-up opportunities, are the bidding opportunities that the bidder may bring to the future continuous bidding after winning the bid, or occupy a favorable position in the bidding of similar projects in the future. If there are more opportunities in the later period, it will help the bidder to establish an image and expand the market, and it will also help to make some concessions on the economic interests of this bidding project to win the bid. If there are not many opportunities in the later period, we should focus on the economic benefits of bidding.
(five) the export opportunities that may be brought by the bidding project. Expanding the international market and striving for a place in international bidding is an important goal pursued by bidders. For bidding projects that can bring greater opportunities for international bidding, it is undoubtedly the first problem that bidders should consider. Decided the low-level choice of the actual benefit of this bidding project.
(six) the degree of competition of the project subject to tender. The so-called degree of competition refers to the number of units participating in the bidding, as well as the motives and goals of each bidder. From the outside, it restricts the discretion of the bidder's interest target selection. The competitive nature of bidding determines that the bidding unit must base itself on internal conditions, take market competition as the guide, and establish correct bidding objectives.
In addition, for different bidding units, such as delivery conditions, payment methods, historical experience, risks of contracted projects, etc. are all factors that affect the selection of bidding objects, thus playing an important role in the decision-making of selecting bidding objects.
Third, the quantitative analysis of the factors that determine the bidding target
The factors that determine the bidding target usually cannot work in isolation. For different bidders, the influence degree and direction of the decisive factors of different bidding projects are also different. It must be balanced and considered comprehensively. A very important technical problem here is to transform incomparable phenomenon factors into comparable quantity factors through analysis, and to determine the selection of bidding objects by calculating the total score of bidding opportunities. Its procedure is:
(a) according to the situation of the tenderer, specifically determine the basic factors involved in quantitative analysis. The choice of quantitative analysis factors should be determined according to the different conditions of the bidding project, which can not only reflect all aspects of production, management, technology and quality, but also grasp the main links.
(2) Measure the relative importance of the selected quantitative analysis factors in the production and operation of the enterprise, and determine the weights respectively, with the cumulative weight of 100.
(3) Compare the total bidding opportunity score of 825 points of this engineering equipment project with the lowest acceptable bidding score determined by the tendering unit in advance to determine whether to participate in the bidding quotation and how to quote (that is, based on what target quotation). Generally speaking:
1. When the total score of the bid opening opportunity is lower than the predetermined minimum quotation score, you can choose to give up the bid quotation opportunity; When the total score of bidding opportunities is higher than the predetermined minimum quotation score, you can decide to participate in bidding.
2. In the interval where the total score of bidding opportunities is higher than the predetermined minimum quotation score, it is an ideal target for selecting bidding quotations. Usually, the larger the interval, the more opportunities and the greater the range; The smaller the interval, the fewer opportunities and the smaller the scope.