万国众豪公司的竞争战略分析

发布时间：2018-02-20 15:16

本文关键词： 代理记账竞争战略差异化集中　出处：《厦门大学》2013年硕士论文　论文类型：学位论文

【摘要】：中小企业数量约占我国企业总数的99%,且其中绝大多数属于小型企业。受企业规模、成本节约及人才短缺影响,适宜于将代理记账作为替代的会计核算解决方案。虽然代理记账拥有广阔的需求市场,但也正因为发展时间相对较短,相关法规尚不健全、行业监管薄弱、从业人员平均素质不高、行业竞争无序化等,使得小微代理记账公司面临难以发展壮大的问题。 2006年后,随着对外开放程度的提高,中小型外资企业开始大量涌入厦门。当本土代理记账公司还在为抢夺国内客户争得头破血流的时候,世界知名财税咨询公司和一些颇具规模的其他境外咨询公司却于近几年相继进入厦门,市场竞争空前激烈。如何认清市场环境,找准自身定位,采取有效的竞争战略等,将是大多数厦门本土代理记账公司面临的重要课题。本文通过万国众豪公司的实例,分析厦门市代理记账的行业竞争环境,剖析万国众豪公司自身的优劣势及面临的机会与威胁,进而提出适合企业自身发展的竞争战略及实施建议。首先,简要说明本文研究的背景及意义、研究思路及结构框架,阐述波特的竞争战略理论及竞争战略的主要分析工具。其次,运用波特五力模型理论实例解析代理记账的行业竞争环境,并对万国众豪公司进行详细的SWOT分析。再次,根据波特竞争战略理论,对照万国众豪公司的自身资源与发展诉求,分析对比三种基本竞争战略的可行性,推导万国众豪公司现阶段宜采用差异化集中战略的结论。最后,关于万国众豪公司差异化集中战略的实施建议,重点从营销推广、客户关系管理、人才战略等三大方面加以展开论述。
[Abstract]:The number of small and medium-sized enterprises accounts for about 99% of the total number of enterprises in our country, and most of them belong to small enterprises. Due to the influence of enterprise size, cost saving and talent shortage, it is suitable to take agency accounting as an alternative accounting solution. Although agency bookkeeping has a broad demand market, it is also due to the relatively short development time, imperfect relevant laws and regulations, weak industry supervision, low average quality of employees, disorderly competition in the industry, and so on. Small micro-agent accounting companies are faced with the problem of development and growth. After 2006, with the increase of opening to the outside world, small and medium-sized foreign enterprises began to pour into Xiamen in large numbers. While local agency bookkeeping companies were still fighting for blood to win over domestic customers, However, the world-renowned financial and taxation consulting companies and some other overseas consulting companies with considerable scale have entered Xiamen one after another in recent years. The market competition is unprecedented fierce. How to recognize the market environment, find out their own position, and adopt effective competitive strategies, etc. Will be most Xiamen local agent bookkeeping company faces the important topic. Through the example of Wanguozhong Company, this paper analyzes the competition environment of Xiamen's agent accounting industry, analyzes its own advantages and disadvantages, and the opportunities and threats it faces. Furthermore, the paper puts forward the competitive strategy and implementation suggestions suitable for the development of the enterprise itself. First of all, the background and significance of this study, the research ideas and structure framework, Porter's theory of competition strategy and the main analysis tools of competition strategy are briefly explained. Secondly, the paper analyzes the industry competition environment of agent accounting by using Porter's five-force model theory, and carries on the detailed SWOT analysis to the Wanguo Zhonghao Company. Thirdly, according to Porter's theory of competition strategy, the author analyzes and compares the feasibility of three basic competitive strategies by comparing the resources and development demands of Wanguozhong Company, and deduces the conclusion that the company should adopt the differentiated centralized strategy at the present stage. Finally, the implementation of the differentiation strategy of Wanguo Zhonghao Company is discussed from three aspects: marketing promotion, customer relationship management and talent strategy.
【学位授予单位】：厦门大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F272

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