收益／成本分析模式於廠商競標策略分析之應用

廠商參與機關競標之策略規劃，除了與機關所選擇之決標方式或評選條件有關外，並與市場競爭環境、廠商產品之效能定位、價格、成本及利潤等影響因素密不可分，係為一複雜之決策問題。過去Friedman及Gates等早期之競標理論模式大多侷限在假設品質與服務不變之條件下，考量標價與成本之比（bid／cost）、得標機率或參與投標家數等因子，進行價格變動對於最大期望利潤的影響分析，而忽略價格變動可能會連帶影響產品效能之事實。為解決此一問題，本文以價格效能分析模式（P／PAM）為理論基礎，並結合經濟學的邊際效用與利潤函數，以求取廠商利潤最大化為目標，發展一個新的收益／成本模式（簡稱為R／CAM），用以分析廠商參與機關標案之競標策略，以及其對於產品效能及利潤之影響。本收益成本分析模式包含市場條件、廠商產品價格、效能等多重屬性，為一個以廠商為主體之競標綜合分析模式。最後本文用一類似的個案說明該模式於實務上之應用，並討論其於現實專案應用之可行性。

關鍵字

競標策略；邊際效用函數；利潤最大化；最低標；最有利標

並列摘要

The bidding strategy planning for bidders of a procurement project is a complicateddecision-making process that is not only affected by the procurement method and selection criteria determined by the client, but also highly influenced by other factors such as the market competitiveness, product's quality positioning, pricing, cost, and profit margin. Early models (e.g., Friedman's or Gates's bidding models) take into account only the bid/cost ratio, probability of winning, and the number of competitors under the condition that the product quality is assumed unchanged. Such a simplified assumption ignores the fact that the product quality varies with the price, and thus make those models impractical to be useful by the practitioners. In order to solve the abovementioned problem, this paper proposes a Revenue/Cost Analysis Model (namely R/CAM) that incorporates the existing Price/Performance Analysis Model (P/PAM), the marginal utility function, and profit function to form a new method for planning the bidder's bidding strategy of maximum expected profit under the aforementioned influential conditions. A working example from literature is selected to demonstrate the applicability of the proposed R/CAM model in real world projects.

並列關鍵字

bidding strategy ； marginal utility function ； profit maximization ； lowest bid ； best value

國際替代計量

收益／成本分析模式於廠商競標策略分析之應用

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