带量采购模式下药品生产企业最优投标报价决策

Optimal Bidding and Quotation Decision of Pharmaceutical Production Enterprises Under the Mode of Volume-based Purchasing

目的研究药品生产企业在带量采购模式下最优投标报价决策。方法查阅2018年11月15日国家联合采购办公室发布的《4+7药品集中采购文件》,了解带量采购模式及药品生产企业投标报价情况,运用不完全信息静态博弈理论,以最低投标价法为评标方法,构建药品生产企业在信息不对称情况下的最优投标报价决策博弈模型。结果药品生产企业的最优投标报价与其预估的竞争药品生产企业最高成本m、最低成本n有关。药品生产企业数量越大,投标报价越接近成本,其最优投标报价为其成本c加上药品生产企业认为最高成本m与成本c差的1/2k-1。在信息不对称情况下,掌握竞争对手信息越多的药品生产企业越具有先发优势,中标的概率越大。通过进一步模拟算例,分析和验证了所取得的理论成果。结论在医药市场持续深化改革的大背景下,药品生产企业在集中采购过程中应通过降低成本、以最具竞争优势的投标报价获得中标。但在激烈的市场竞争环境下,药品生产企业不能只注重降低药价,更重要的是保证药品质量,有效占领市场份额,实现长期可持续发展目标。

Objective To provide reference for pharmaceutical manufacturers to effectively carry out bidding work under the mode of volume-based purchasing. Methods The "4+7 Drug Centralized Procurement Documents" issued by the National Joint Procurement Office on November 15, 2018, to understand the purchasing model with quantity and the bidding price of pharmaceutical manufacturers, and use the game theory and the probability density function to minimize the bidding. The price method is a bid evaluation method to construct the optimal bidding decision game model for drug manufacturers in the case of information asymmetry. Results The optimal bid price for pharmaceutical manufacturers is related to the estimated maximum cost m and minimum cost n of competitive pharmaceutical manufacturers. The larger the number of pharmaceutical production enterprises, the closer the bid price is to the cost, and the optimal bid price is the cost c plus 1/2k-1 that the pharmaceutical manufacturer considers the difference between the highest cost m and the cost c. In the case of information asymmetry, the more drug manufacturers that have more information on competitors, the more first-mover advantage, and the greater the probability of winning the bid. Through further simulation examples, the theoretical results obtained are analyzed and verified. Conclusion Under the background of the continuous deepening reform of the pharmaceutical market, pharmaceutical manufacturers should win the bid in the centralized procurement process by reducing costs and proposing the most competitive bidding quotations. However, in a competitively motivated market environment, pharmaceutical manufacturers cannot focus solely on lowering drug prices, but more importantly on the quality of drug-preserving drugs, effectively occupying market share and achieving long-term sustainable development goals.