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1、AbstractABSTRACTAccountingserviceindustryisoneoftheimportantfieldsofprofessionalservice.Asmarketeconomicsystem"infrastructure",topromotethehealthyandstabledevelopmentofthecapitalmarket,playsanimportantroleinmaintainingtheeconomicorderandthesocialpublicinterest.Allthetimesince,ourcountryaccountingfir
2、mbelongstothelocalgovernmentsfinanceorauditingdepartment,businessscopeofcompartmentalization,non-interference,soverylittleconsiderationofmarketing.Alongwithourcountryaccountantfirmsistransformedintoanindependentorganizationselffinancingandaccountingservicemarketcompetitionisbecomingincreasinglyfierc
3、e,howtoeffectivelyusethemarketingmeanstocarryoutaccountingservices,hasbecometheaccountingfirmmustfacetheproblem.PlaceafullaccountingfirmLiaoningbranchisBeijingTianyuanfullaccountingfirmsinLiaoningProvincebranch,iscurrentlythemainscopeofbusinessisconcentratedintraditionalareasofbusiness,mainlytoprovi
4、detheregisteredcapitalverification,annualaccountingstatementsauditserviceandthepropertyappraisalbusinessforthelocalsmallandmediumenterprises.Regardlessofthevolumeofbusinessorpractitioners,whereallthatisatypicalsmallCPAfirms,inmorethan6000accountingfirmsinChinaisveryrepresentative.Thispaperfirstlyexp
5、oundsthebasictheory,basiccharacteristicsandservicemarketingservices,analysisofthecurrentaccountingservicemarketcondition,characteristicsandmajorchangesanddevelopmenttrend.AndthenanalyzesthewholefaceTianyuanaccountingfirmmarketingenvironmentfromthemacro,microthesetwoaspects.Onthisbasis,combinedwithth
6、estatusquoofplaceall,pointsouttheexistingproblemsinmarketing.Thentheaccountingservicemarketsegmentfromthegeographicalareas,customersizeandtypeofbusinessthreeaspects,constructtheaccountingservicemarketsubdivisionmatrix.Andthevarioussegmentsofthemarketappealandplacesallthebusinessmarketcompetitiveness
7、analysis,theuseofninesquarematrixexplicitlyputforwardthemarketpositioningoftheplaceall.Finally,onthebasisof7Psservicemarketingstrategytheory,separatelyfromtheserviceproduct,servicepromotion,serviceper