Z税务师事务所营销策略研究
发布时间：2019-02-19 15:51
【摘要】：随着我国经济社会的快速发展,我国的税收水平有了显著的提高,而税务师事务所作为税务代理行业的中介机构在中国的税收体系发挥着重要的作用,税务师事务所行业也有了跨越式发展。但是被誉为朝阳产业的我国注册税务师行业在快速发展中也出现了一些问题,影响了注税行业的健康长期发展。在各行各业都在强调营销理念,运用营销策略发展壮大的今天,税务师事务所也应当充分运用营销理念,在快速发展的税务代理行业站稳脚跟,打开局面闯出一片发展的蓝天。目前,理论界对税务师事务所营销方面的研究、探讨在不断深入,企业界也开始重视税务师事务所营销工作。但是在实际经营中,税务师事务所又该怎样把营销培养成核心竞争力,如何建立起行之有效的营销模式,如何提升自身的知名度和影响力,一直是事务所管理者们力求解决的问题。 河南省税务师事务所行业以中小型事务所为主,行业发展潜力十分巨大。然而大部分事务所对自身的营销发展策略没有清醒的认识和研究,没有科学系统的营销体系。Z税务师事务所作为平顶山地区较大的一家税务代理中介机构,拥有自身的优势和强项,但没有一套较为完整科学的营销理论体系作为指导,这对于事务所的业务拓展和长远发展是不利的。 本文结合税务师事务所业务及市场的特点,对Z税务师事务所的营销策略进行了研究,在财税改革和税务师事务所行业发展方向的背景下,对税务师事务所所在的宏、微观环境进行研究,对其现有的营销策略进行分析,找出其中存在的问题,根据7Ps理论提出了对现行营销策略的改进和保障措施,希望能为税务师事务所在专业化发展道路上提高营销水平,保证营销效果起到参考和借鉴作用,为注税行业的健康长久繁荣做出贡献。
[Abstract]:With the rapid development of our country's economy and society, the tax revenue level of our country has been greatly improved, and the tax agency firm, as the intermediary of the tax agency industry, plays an important role in China's tax system. Tax office industry has also developed by leaps and bounds. However, there are some problems in the rapid development of China's registered tax administrator industry, which has affected the healthy and long-term development of the tax injection industry. Today, when all kinds of industries emphasize marketing idea and use marketing strategy to develop and expand, the tax office should make full use of the marketing idea, stand firm in the rapidly developing tax agency industry, open up the situation and break into the blue sky of development. At present, in-depth research on the marketing of tax firms in the theoretical field, the business community has also begun to pay attention to the marketing work of tax firms. However, in the actual operation, how to cultivate marketing into core competitiveness, how to establish an effective marketing model, how to enhance their own popularity and influence, It has always been a problem that managers of firms are trying to solve. Henan Province tax office industry to small-and-medium-sized firms, industry development potential is very great. However, most of the firms do not have a clear understanding and study of their own marketing development strategies, nor do they have a scientific and systematic marketing system. It has its own advantages and strong points, but does not have a set of relatively complete scientific marketing theory system as the guidance, this is unfavorable to the firm's business development and long-term development. Combined with the business and market characteristics of tax agency firm, this paper studies the marketing strategy of Z tax agent firm. Under the background of finance and tax reform and the direction of industry development of tax agency firm, this paper makes a research on the macro of tax agency firm. The microcosmic environment is studied, the existing marketing strategy is analyzed, the existing problems are found out, and the improvement and guarantee measures of the current marketing strategy are put forward according to the 7Ps theory. The author hopes to improve the marketing level of tax agency on the road of professional development, ensure the effect of marketing to play a reference and reference role, and contribute to the health and prosperity of tax injection industry for a long time.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F812.42;F274
[Abstract]:With the rapid development of our country's economy and society, the tax revenue level of our country has been greatly improved, and the tax agency firm, as the intermediary of the tax agency industry, plays an important role in China's tax system. Tax office industry has also developed by leaps and bounds. However, there are some problems in the rapid development of China's registered tax administrator industry, which has affected the healthy and long-term development of the tax injection industry. Today, when all kinds of industries emphasize marketing idea and use marketing strategy to develop and expand, the tax office should make full use of the marketing idea, stand firm in the rapidly developing tax agency industry, open up the situation and break into the blue sky of development. At present, in-depth research on the marketing of tax firms in the theoretical field, the business community has also begun to pay attention to the marketing work of tax firms. However, in the actual operation, how to cultivate marketing into core competitiveness, how to establish an effective marketing model, how to enhance their own popularity and influence, It has always been a problem that managers of firms are trying to solve. Henan Province tax office industry to small-and-medium-sized firms, industry development potential is very great. However, most of the firms do not have a clear understanding and study of their own marketing development strategies, nor do they have a scientific and systematic marketing system. It has its own advantages and strong points, but does not have a set of relatively complete scientific marketing theory system as the guidance, this is unfavorable to the firm's business development and long-term development. Combined with the business and market characteristics of tax agency firm, this paper studies the marketing strategy of Z tax agent firm. Under the background of finance and tax reform and the direction of industry development of tax agency firm, this paper makes a research on the macro of tax agency firm. The microcosmic environment is studied, the existing marketing strategy is analyzed, the existing problems are found out, and the improvement and guarantee measures of the current marketing strategy are put forward according to the 7Ps theory. The author hopes to improve the marketing level of tax agency on the road of professional development, ensure the effect of marketing to play a reference and reference role, and contribute to the health and prosperity of tax injection industry for a long time.
【学位授予单位】：郑州大学
【学位级别】：硕士
【学位授予年份】：2014
【分类号】：F812.42;F274
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