美國聯邦政府採購樣態分析及對應行銷策略研議

Abstract

臺灣2009年正式加入WTO GPA對外國開放一定金額的政府採購市場後，國外企業爭取臺灣政府採購者多，臺灣爭取國業者對國外政府採購者少，甚為可惜。 2021年美國政府（含聯邦、州政府與地方政府及國營機構）總支出達2.3兆美元，其中聯邦政府在合約性及不定期合約性採購為6,458億美元，是全球最大買主，加以聯邦採購市場資訊完整，制度相對公開，採購相對穩定、利潤合理，且使用國人較熟悉的英文，成為本論文研究對象，期達到協助臺灣業者進入該市場。 本論文從臺灣行銷的視角解構美國政府採購法及其他相關法規與制度；再分析過去得標商數據資料，找出市場行銷所須留意的眉角，發現許多不同以往認知的資訊。最終以SWOT找出臺灣企業在此市場之特性及優劣勢，輔以本論文稍加調整之STPP行銷模型為架構，以3階段提出適合臺灣業者的行銷作法： 前期，建議採最少投入，以臺灣公司身份就近爭取美國在台協會（AIT）在臺採購案，目的為練兵及累積經驗或實績。中期，以爭取美國聯邦採購分包市場為目標，須廣結人脈，以主得標商為目標客戶，從分包角度從旁學習主承包商關注事項及經驗，為下一階段作好準備。至於公司型態，雖然可以外國公司身份爭取，但成效較差，建議可收購已有實績的小企業，或是申請成為具少數族裔、婦女擁有、HUBZone等投標特殊身份的獨立公司，尤其在美國保護主義趨勢下，建議亦可考慮與美國退休殘疾軍人身份的公司合資，或與當地有身分的臺商合作，確保新公司具有競標優勢的地位，並利用小企業局的資源，求取競爭優勢。後期，瞄準主承包商市場。此時行銷策略為建立企業知名度，除了人員行銷外，並經營與採購單位的關係，亦即善用美國政府採購最有效的行銷方式—口碑行銷。 本研究希望藉此論文的發現與建議，能夠協助臺灣企業一窺美國聯邦政府採購的堂奧，進而產生拓銷興趣，以達到擴大參與並開拓另一藍海市場的終極目標。

Since Taiwan's official accession to the WTO GPA in 2009, foreign companies have been actively pursuing government procurement opportunities in Taiwan, while Taiwanese companies have faced limited success in securing contracts in foreign government procurement markets. This thesis aims to provide valuable market information to assist Taiwanese businesses in entering the untapped blue ocean market of government procurement. The study focuses on the US federal government's procurement market, given its promising market size and comprehensive procurement information, as well as its relative transparency, stability, and reasonable profitability. This study begins with an overview of The Federal Acquisition Regulation （FAR）and other influential regulations. Then, based upon past award data, from the perspective of Taiwanese companies this study provides noteworthy market information. This information is an account of past results, so it must be accompanied by an interpretation of business practices, and supported by the SWOT analysis and the STPP marketing model, slightly adjusted for this study, three stages of marketing approaches suitable for Taiwanese enterprises are proposed: In the initial stage, one can participate as a Taiwanese company with the American Institute in Taiwan（AIT）as the target customer, and with the least investment required – compete in the government procurement market generated by the nearest U.S. embassy in Taiwan. The purpose of this is to accumulate experience and achieve some performance. In the intermediate stage, the focus shifts to subcontracting opportunities in the US federal procurement market. Taiwanese companies aim to establish relationships with prime contractors, expand their networks, and learn from the experiences of these contractors to prepare for the next stage. As for the type of company, although it is possible to remain involved as a Taiwanese company, the results can be relatively poor. It is recommended to acquire a small business with awarded performance, or apply to become registered as an independent company with bidding advantages due to being minority-owned, women-owned, or part of HUBZone. In particular, under the ongoing trend of protectionism in the U.S., one may consider joint ventures with American companies with the status of being represented by retired or disabled servicemen, or to cooperate with existing Taiwanese businesses operating in the U.S. to ensure that the new company will have an innate bidding advantage. In the later stage, the objective is to target the prime contractor market. The marketing strategy involves building brand awareness, utilizing personnel marketing, and cultivating relationships with contracting officers. Leveraging the most effective marketing approach in US government procurement, word-of-mouth marketing, is highly recommended. This thesis aims to assist Taiwanese businesses in understanding the intricacies of US federal government procurement, generate interest in expanding their involvement, and ultimately achieve the goal of venturing into another blue ocean market.