【摘要】：隨著我國經(jīng)濟(jì)社會的快速發(fā)展,我國的稅收水平有了顯著的提高,而稅務(wù)師事務(wù)所作為稅務(wù)代理行業(yè)的中介機(jī)構(gòu)在中國的稅收體系發(fā)揮著重要的作用,稅務(wù)師事務(wù)所行業(yè)也有了跨越式發(fā)展。但是被譽(yù)為朝陽產(chǎn)業(yè)的我國注冊稅務(wù)師行業(yè)在快速發(fā)展中也出現(xiàn)了一些問題,影響了注稅行業(yè)的健康長期發(fā)展。在各行各業(yè)都在強(qiáng)調(diào)營銷理念,運(yùn)用營銷策略發(fā)展壯大的今天,稅務(wù)師事務(wù)所也應(yīng)當(dāng)充分運(yùn)用營銷理念,在快速發(fā)展的稅務(wù)代理行業(yè)站穩(wěn)腳跟,打開局面闖出一片發(fā)展的藍(lán)天。目前,理論界對稅務(wù)師事務(wù)所營銷方面的研究、探討在不斷深入,企業(yè)界也開始重視稅務(wù)師事務(wù)所營銷工作。但是在實(shí)際經(jīng)營中,稅務(wù)師事務(wù)所又該怎樣把營銷培養(yǎng)成核心競爭力,如何建立起行之有效的營銷模式,如何提升自身的知名度和影響力,一直是事務(wù)所管理者們力求解決的問題。 河南省稅務(wù)師事務(wù)所行業(yè)以中小型事務(wù)所為主,行業(yè)發(fā)展?jié)摿κ志薮�。然而大部分事�?wù)所對自身的營銷發(fā)展策略沒有清醒的認(rèn)識和研究,沒有科學(xué)系統(tǒng)的營銷體系。Z稅務(wù)師事務(wù)所作為平頂山地區(qū)較大的一家稅務(wù)代理中介機(jī)構(gòu),擁有自身的優(yōu)勢和強(qiáng)項(xiàng),但沒有一套較為完整科學(xué)的營銷理論體系作為指導(dǎo),這對于事務(wù)所的業(yè)務(wù)拓展和長遠(yuǎn)發(fā)展是不利的。 本文結(jié)合稅務(wù)師事務(wù)所業(yè)務(wù)及市場的特點(diǎn),對Z稅務(wù)師事務(wù)所的營銷策略進(jìn)行了研究,在財(cái)稅改革和稅務(wù)師事務(wù)所行業(yè)發(fā)展方向的背景下,對稅務(wù)師事務(wù)所所在的宏、微觀環(huán)境進(jìn)行研究,對其現(xiàn)有的營銷策略進(jìn)行分析,找出其中存在的問題,根據(jù)7Ps理論提出了對現(xiàn)行營銷策略的改進(jìn)和保障措施,希望能為稅務(wù)師事務(wù)所在專業(yè)化發(fā)展道路上提高營銷水平,保證營銷效果起到參考和借鑒作用,為注稅行業(yè)的健康長久繁榮做出貢獻(xiàn)。
[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.
【學(xué)位授予單位】：鄭州大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2014
【分類號】：F812.42;F274

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