本文選題：天圓全會計師事務(wù)所 + 會計服務(wù)��； 參考：《內(nèi)蒙古財經(jīng)大學(xué)》2015年碩士論文

【摘要】：會計服務(wù)業(yè)是一個要求具有高度的技術(shù)要求和較高的專業(yè)化程度的服務(wù)行業(yè),同時會計服務(wù)業(yè)對于社會經(jīng)濟(jì)秩序的維護(hù),對促進(jìn)資本市場的穩(wěn)定、健康發(fā)展,對于保護(hù)社會公眾的利益等方面起到了及其重要的作用。對于我國的會計師事務(wù)所來說,由于歷史的發(fā)展等諸多原因,其一直隸屬于各級政府職能部門,在企業(yè)管理、組織框架、經(jīng)營范圍、盈利方式上條塊分割,因此很少考慮市場營銷的相關(guān)問題。隨著會計師事務(wù)所企業(yè)性質(zhì)的改革,更多民營性質(zhì)的會計師事務(wù)所進(jìn)入該行業(yè),同時伴隨著我國加入世貿(mào)組織以后越來越多的國際性知名會計師事務(wù)所進(jìn)入我國市場,這些因素都使得會計師事務(wù)所這一行業(yè)的激烈程度不斷加劇,在這一環(huán)境下,會計師事務(wù)所如何運(yùn)營營銷理論,有效的開展市場營銷活動就成為許多會計師事務(wù)所需要研究的一個重要問題。天圓全會計師事務(wù)所遼寧分所是北京天圓全會計師事務(wù)所在遼寧省的分公司,當(dāng)前的業(yè)務(wù)范圍主要是為撫順及周邊城市的中小企業(yè)提供注冊資金的驗(yàn)證、年度會計報表審計等傳統(tǒng)的業(yè)務(wù)內(nèi)容。從天圓全遼寧分所的業(yè)務(wù)種類和業(yè)務(wù)量來看,其屬于我國六千多家中小型會計師事務(wù)所中較有典型代表性的。本文的研究對象是天圓全會計師事務(wù)所遼寧分所,在具體內(nèi)容上首先闡述了市場營銷和服務(wù)營銷的相關(guān)理論,對本文的寫作方法和寫作思路進(jìn)行論述;接著從市場宏觀角度和天圓全遼寧分所內(nèi)部的微觀角度兩方面分析了天圓全所當(dāng)前面臨的營銷環(huán)境,同時結(jié)合天圓全遼寧分所的現(xiàn)狀,對其在市場營銷方面存在的問題進(jìn)行總結(jié)歸納。然后根據(jù)市場細(xì)分理論,從地理區(qū)域、客戶的分類與經(jīng)營內(nèi)容等方面對天圓全遼寧分所的市場定位進(jìn)行研究。最后,通過運(yùn)用7PS營銷理論,制定了天圓全遼寧分所從產(chǎn)品、服務(wù)促銷、服務(wù)人員等內(nèi)容設(shè)計出了服務(wù)營銷策略。本文的研究主要是通過運(yùn)用市場營銷理論、7PS營銷理論等理論,通過科學(xué)的研究的方法,針對天圓全遼寧分所當(dāng)前在營銷方面的問題,提出天圓全遼寧分所下一步開展服務(wù)營銷的有效方法。
[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.
【學(xué)位授予單位】：內(nèi)蒙古財經(jīng)大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2015
【分類號】：F274;F233

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