北京天圆全会计师事务所辽宁分所服务营销策略研究

发布时间：2018-07-08 11:04

本文选题：天圆全会计师事务所 + 会计服务　；参考：《内蒙古财经大学》2015年硕士论文

【摘要】：会计服务业是一个要求具有高度的技术要求和较高的专业化程度的服务行业,同时会计服务业对于社会经济秩序的维护,对促进资本市场的稳定、健康发展,对于保护社会公众的利益等方面起到了及其重要的作用。对于我国的会计师事务所来说,由于历史的发展等诸多原因,其一直隶属于各级政府职能部门,在企业管理、组织框架、经营范围、盈利方式上条块分割,因此很少考虑市场营销的相关问题。随着会计师事务所企业性质的改革,更多民营性质的会计师事务所进入该行业,同时伴随着我国加入世贸组织以后越来越多的国际性知名会计师事务所进入我国市场,这些因素都使得会计师事务所这一行业的激烈程度不断加剧,在这一环境下,会计师事务所如何运营营销理论,有效的开展市场营销活动就成为许多会计师事务所需要研究的一个重要问题。天圆全会计师事务所辽宁分所是北京天圆全会计师事务所在辽宁省的分公司,当前的业务范围主要是为抚顺及周边城市的中小企业提供注册资金的验证、年度会计报表审计等传统的业务内容。从天圆全辽宁分所的业务种类和业务量来看,其属于我国六千多家中小型会计师事务所中较有典型代表性的。本文的研究对象是天圆全会计师事务所辽宁分所,在具体内容上首先阐述了市场营销和服务营销的相关理论,对本文的写作方法和写作思路进行论述;接着从市场宏观角度和天圆全辽宁分所内部的微观角度两方面分析了天圆全所当前面临的营销环境,同时结合天圆全辽宁分所的现状,对其在市场营销方面存在的问题进行总结归纳。然后根据市场细分理论,从地理区域、客户的分类与经营内容等方面对天圆全辽宁分所的市场定位进行研究。最后,通过运用7PS营销理论,制定了天圆全辽宁分所从产品、服务促销、服务人员等内容设计出了服务营销策略。本文的研究主要是通过运用市场营销理论、7PS营销理论等理论,通过科学的研究的方法,针对天圆全辽宁分所当前在营销方面的问题,提出天圆全辽宁分所下一步开展服务营销的有效方法。
[Abstract]:The accounting service industry is a service industry with high technical requirements and high specialization. Meanwhile, the maintenance of the accounting service industry for the social and economic order will promote the stability and healthy development of the capital market. It plays an important role in protecting the interests of the public. For accounting firms in China, due to the development of history and other reasons, they have always been subordinate to the functional departments of the government at all levels. They are divided in terms of enterprise management, organizational framework, scope of operation, and ways of making profits. Therefore, little consideration is given to the related issues of marketing. With the reform of the nature of accounting firms, more and more private accounting firms have entered the industry. At the same time, more and more international well-known accounting firms have entered the market after China's accession to the WTO. All these factors make the intensity of the accounting firm's profession more intense. In this environment, how does the accounting firm operate the marketing theory, Effective marketing activities have become an important issue that many accounting firms need to study. Tianyuan accounting firm Liaoning Branch is a branch of Beijing Tianyuan Accounting firm in Liaoning Province. The current business scope is mainly to provide certification of registered funds for small and medium-sized enterprises in Fushun and surrounding cities. Annual accounting statement audit and other traditional business content. From the view of the business types and business volume of Tianyuan Liaoning Branch, it belongs to the representative of more than 6,000 small and medium-sized accounting firms in China. The research object of this paper is the Liaoning branch of Tianyuan accounting firm. In the specific content, it first expounds the relevant theories of marketing and service marketing, and discusses the writing methods and writing ideas of this paper. Then from the market macroscopic angle and the microcosmic angle inside the Tianyuan Liaoning Branch, the paper analyzes the current marketing environment faced by Tianyuan Quan, and combines the present situation of Tianyuan all Liaoning Branch at the same time. The problems in marketing are summarized. Then, according to the theory of market segmentation, the market positioning of Tianyuan Liaoning Branch is studied from geographical area, customer classification and management content. Finally, by using the 7PS marketing theory, the author designs the service marketing strategy from the products, service promotion, service personnel and so on. The research of this paper is mainly through the use of marketing theory and marketing theory, such as 7PS theory, through scientific research methods, aiming at the current marketing problems of Tianyuan all Liaoning Branch. Put forward Tianyuan Liaoning branch next step to carry out service marketing effective method.
【学位授予单位】：内蒙古财经大学
【学位级别】：硕士
【学位授予年份】：2015
【分类号】：F274;F233

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