本文關鍵詞： 代理記賬 競爭戰(zhàn)略 差異化集中　出處：《廈門大學》2013年碩士論文　論文類型：學位論文

【摘要】：中小企業(yè)數量約占我國企業(yè)總數的99%,且其中絕大多數屬于小型企業(yè)。受企業(yè)規(guī)模、成本節(jié)約及人才短缺影響,適宜于將代理記賬作為替代的會計核算解決方案。 雖然代理記賬擁有廣闊的需求市場,但也正因為發(fā)展時間相對較短,相關法規(guī)尚不健全、行業(yè)監(jiān)管薄弱、從業(yè)人員平均素質不高、行業(yè)競爭無序化等,使得小微代理記賬公司面臨難以發(fā)展壯大的問題。 2006年后,隨著對外開放程度的提高,中小型外資企業(yè)開始大量涌入廈門。當本土代理記賬公司還在為搶奪國內客戶爭得頭破血流的時候,世界知名財稅咨詢公司和一些頗具規(guī)模的其他境外咨詢公司卻于近幾年相繼進入廈門,市場競爭空前激烈。如何認清市場環(huán)境,找準自身定位,采取有效的競爭戰(zhàn)略等,將是大多數廈門本土代理記賬公司面臨的重要課題。 本文通過萬國眾豪公司的實例,分析廈門市代理記賬的行業(yè)競爭環(huán)境,剖析萬國眾豪公司自身的優(yōu)劣勢及面臨的機會與威脅,進而提出適合企業(yè)自身發(fā)展的競爭戰(zhàn)略及實施建議。 首先,簡要說明本文研究的背景及意義、研究思路及結構框架,闡述波特的競爭戰(zhàn)略理論及競爭戰(zhàn)略的主要分析工具。 其次,運用波特五力模型理論實例解析代理記賬的行業(yè)競爭環(huán)境,并對萬國眾豪公司進行詳細的SWOT分析。 再次,根據波特競爭戰(zhàn)略理論,對照萬國眾豪公司的自身資源與發(fā)展訴求,分析對比三種基本競爭戰(zhàn)略的可行性,推導萬國眾豪公司現階段宜采用差異化集中戰(zhàn)略的結論。 最后,關于萬國眾豪公司差異化集中戰(zhàn)略的實施建議,重點從營銷推廣、客戶關系管理、人才戰(zhàn)略等三大方面加以展開論述。
[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.
【學位授予單位】：廈門大學
【學位級別】：碩士
【學位授予年份】：2013
【分類號】：F272

【參考文獻】

相關期刊論文 前4條

1 趙芳;黃惠青;;波特競爭戰(zhàn)略的實踐性探討[J];管理觀察;2009年05期

2 龐洪秀;馬廣爍;;波特競爭戰(zhàn)略對中小企業(yè)的啟示[J];中國市場;2005年36期

3 陳茵;;企業(yè)發(fā)展中集中化戰(zhàn)略應用[J];商;2013年13期

4 游軍;淺談代理記賬行業(yè)的現狀及發(fā)展[J];中國科技信息;2005年18期

，

本文編號：1519281