电力欧亿·体育（中国）有限公司是关系我国国民经济与社会发展的重要基础性欧亿·体育（中国）有限公司，电力设备及其招标采购则是 电力欧亿·体育（中国）有限公司的重要组成部分。我国电力欧亿·体育（中国）有限公司自实行招投标交易制度以来，随着相关法规制度的不 断完善与电力市场化改革的加速实施，电力欧亿·体育（中国）有限公司当前迎来了快速发展的黄金时期。电网公司作 为我国电力系统运营管理的主体，当前已全面采用招投标制度来进行电力设备等相关物资的采 购交易，提高了项目效益及投资经济性，同时也加剧了电力设备欧亿·体育（中国）有限公司间的竞争，一定程度上促 进了欧亿·体育（中国）有限公司的长远发展。当前对众多电力设备投标企业而言，投标工作与中标难度日益加大，中 标利润也在逐步减少。因此充分理解电力设备采购项目招投标工作方法，充分发挥企业综合优 势以及科学合理的进行投标报价分析决策，对于投标企业提高竞标优势进而在市场竞争中获胜 具有重要意义。 本文结合以往电力欧亿·体育（中国）有限公司投标报价决策与博弈论相关研究和应用成果，运用定性与定量方 法结合实际项目案例应用研究。基于投标企业视角，从电力设备项目宏观市场竞争环境、投标 项目筛选分析至最终报价建模决策，结合投标项目管理等理论对企业投标报价全过程进行研究 分析。首先阐述招投标及博弈论相关理论与应用性研究，分析了当前电力设备招投标项目及电 力设备欧亿·体育（中国）有限公司现状及特点，运用波特五力模型工具分析该项目宏观竞争环境，为投标报价决策提 供支持。然后应用博弈论对电力设备招投标项目及相关参与者间竞争行为及可能采取的策略进 行预测分析，构建基于复合标底博弈报价模型辅助企业合理的进行投标报价分析与决策，较好 的解决了企业投标报价工作中的一些难题，一定程度上提高了企业投标决策水平与竞标优势。 最后通过实际案例进行验证性研究，运用所构建的投标报价模型可以辅助企业制定较为合理的 投标报价决策，证明了该模型在实际项目中应用的有效性，为电力设备投标企业在电力设备招 投标项目中投标报价的辅助决策。 关键词：招标投标，电力设备，复合标底，博弈理论，投标报价 基于复合标底博弈模型的电力设备投标报价决策研究 II ABSTRACT Electric power industry is an important basic industry related to the development of national economy and society in China. Electric power equipment and its bidding and purchasing are an important part of electric power industry. Since the implementation of the bidding system in China's power industry, with the continuous improvement of relevant laws and regulations and the acceleration of the implementation of electricity market-oriented reform, the power industry is now ushering in a golden age of rapid development. As the main body of China's power system operation and management, power grid companies have now fully adopted the bidding system to purchase and trade power equipment and other related materials, improving the project efficiency and investment economy, but it has intensified the competition among the power equipment industry, to a certain extent, promoting the long-term development of the industry. At present, for many power equipment bidding enterprises, the difficulty of bidding and winning the bid is increasing, and the profit of winning the bid is also gradually reducing. Therefore, it is of great significance to fully understand the bidding methods of power equipment procurement projects, give full play to the comprehensive advantages of enterprises and make scientific and reasonable analysis and decision of bidding price for bidding enterprises to improve their bidding advantages and win in the market competition. This paper combines the previous research and application results of bidding decision-making and game theory in the power industry, using qualitative and quantitative methods combined with the actual project case study. Based on the perspective of bidding enterprises, this paper studies the whole process of bidding from the macro market competition environment of power equipment projects, the selection and analysis of bidding projects to the final bidding modeling decision-making, combined with the theory of bidding project management. First of all, this paper expounds the related theory and Application Research of bidding and game theory, analyzes the current situation and characteristics of power equipment bidding project and power equipment industry, analyzes the macro competition environment of the project with Porter's five forces model tool, and provides support for bidding decision-making. Then, the game theory is applied to predict and analyze the competitive behaviors and possible strategies among power equipment bidding projects and relevant participants, and the bidding model based on composite base price game is constructed to assist enterprises to make reasonable bidding analysis and decision-making, which solves some problems in the bidding work of 南京航空航天大学硕士学位论文 III enterprises and improves the bidding decision-making level and bidding level of enterprises to a certain extent Advantages. Finally, through the case study, we can use the bidding model to assist the enterprise to make a more reasonable bidding decision, which proves the validity of the model in the actual project, and it is the auxiliary decision for the power equipment bidding enterprise in the power equipment bidding project. Keywords: bid invitation, power equipment, composite bidding, game theory, bidding 南京航空航天大学硕士学位论文 V 目 录 第一章 绪论 ............... 1 1.1研究背景和研究意义 ...................... 1 1.1.1研究背景 ... 1 1.1.2研究意义 ... 3 1.2国内外研究的现状.......................... 3 1.2.1国外研究现状 .......................... 3 1.2.2国内研究现状 .......................... 5 1.2.3文献评述 ... 6 1.3研究目标和研究内容 ...................... 7 1.3.1研究目标 ... 7 1.3.2研究内容 ... 7 1.4研究方法与技术路线图 .................. 7 1.4.1研究方法 ... 7 1.4.2技术路线图 .............................. 8 第二章 相关理论概述............................. 10 2.1招标投标相关理论概述 ................ 10 2.1.1招标投标的基本概念 ............ 10 2.1.2招标投标的基本程序 ............ 11 2.1.3投标项目管理理论 ................ 13 2.2投标报价相关理论概述 ................ 14 2.2.1投标报价的基本概念 ............ 14 2.2.2投标报价编制原则与依据 .... 14 2.2.3评标与投标报价方法概述 .... 14 2.3博弈论相关理论概述 .................... 16 2.3.1博弈论的基本概念 ................ 16 2.3.2博弈论在招投标活动中的应用 ........................... 18 2.3.3博弈论在电力设备招投标项目中的应用 ............ 19 第三章 电力设备招投标项目与企业投标报价决策影响因素分析 ................... 20 3.1电力设备招投标项目分析 ............ 20 基于复合标底博弈模型的电力设备投标报价决策研究 VI 3.1.1电力设备招投标项目现状 .... 20 3.1.2电力设备招投标项目招标方法 ........................... 20 3.1.3电力设备招投标项目的特点 21 3.2电力设备投标企业分析 ................ 22 3.2.1电力设备投标企业概况 ........ 22 3.2.2电力设备投标企业特点 ........ 23 3.2.3电力设备投标企业竞争环境分析 ....................... 23 3.3企业投标报价决策影响因素分析 28 3.3.1投标报价风险影响类型 ........ 28 3.3.2投标报价决策影响因素分析 29 第四章 电力设备招投标项目投标报价决策及博弈模型研究 ........................... 31 4.1电力设备招投标项目投标报价博弈分析 ................... 31 4.1.1博弈论在企业投标报价工作中应用的原理 ........ 31 4.1.2招标人与投标人之间的博弈分析 ....................... 31 4.1.3投标人之间的博弈分析 ........ 33 4.2电力设备招投标项目企业投标报价原则及方法 ....... 34 4.2.1企业投标报价原则 ................ 34 4.2.2企业投标报价方法 ................ 35 4.3复合标底博弈报价模型构建分析 37 4.3.1报价模型构建 ........................ 37 4.3.2报价模型分析 ........................ 40 第五章 国网江苏省电力公司电力设备采购项目投标报价案例分析 ............... 41 5.1国网江苏省电力公司电力设备采购项目概况 ........... 41 5.1.1国网江苏省电力公司电力设备采购项目简介 .... 41 5.1.2投标人相关资格要求及投标方式 ....................... 42 5.1.3评标方式及中标方法 ............ 44 5.2国网江苏省电力公司电力设备采购项目分析 ........... 46 5.2.1电力设备采购项目特点及投标问题分析 ............ 46 5.2.2电力设备采购项目招投标博弈分析.................... 46 5.3投标报价影响因素与投标企业竞争环境分析 ........... 48 5.3.1投标报价影响因素分析 ........ 48 南京航空航天大学硕士学位论文 VII 5.3.2投标企业竞争环境分析 ........ 49 5.4复合标底博弈模型投标报价决策 52 5.4.1企业投标报价决策制定 ........ 52 5.4.2复合标底博弈模型投标报价决策应用................ 55 第六章 结论 ............. 60 6.1研究结论 ...