本文選題：天圓全會(huì)計(jì)師事務(wù)所 + 會(huì)計(jì)服務(wù)��； 參考：《內(nèi)蒙古財(cái)經(jīng)大學(xué)》2015年碩士論文

【摘要】：會(huì)計(jì)服務(wù)業(yè)是一個(gè)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(shí)會(huì)計(jì)服務(wù)業(yè)對(duì)于社會(huì)經(jīng)濟(jì)秩序的維護(hù),對(duì)促進(jìn)資本市場(chǎng)的穩(wěn)定、健康發(fā)展,對(duì)于保護(hù)社會(huì)公眾的利益等方面起到了及其重要的作用。對(duì)于我國(guó)的會(huì)計(jì)師事務(wù)所來(lái)說(shuō),由于歷史的發(fā)展等諸多原因,其一直隸屬于各級(jí)政府職能部門,在企業(yè)管理、組織框架、經(jīng)營(yíng)范圍、盈利方式上條塊分割,因此很少考慮市場(chǎng)營(yíng)銷的相關(guān)問(wèn)題。隨著會(huì)計(jì)師事務(wù)所企業(yè)性質(zhì)的改革,更多民營(yíng)性質(zhì)的會(huì)計(jì)師事務(wù)所進(jìn)入該行業(yè),同時(shí)伴隨著我國(guó)加入世貿(mào)組織以后越來(lái)越多的國(guó)際性知名會(huì)計(jì)師事務(wù)所進(jìn)入我國(guó)市場(chǎng),這些因素都使得會(huì)計(jì)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(huì)計(jì)師事務(wù)所如何運(yùn)營(yíng)營(yíng)銷理論,有效的開展市場(chǎng)營(yíng)銷活動(dòng)就成為許多會(huì)計(jì)師事務(wù)所需要研究的一個(gè)重要問(wèn)題。天圓全會(huì)計(jì)師事務(wù)所遼寧分所是北京天圓全會(huì)計(jì)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(cè)資金的驗(yàn)證、年度會(huì)計(jì)報(bào)表審計(jì)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(lái)看,其屬于我國(guó)六千多家中小型會(huì)計(jì)師事務(wù)所中較有典型代表性的。本文的研究對(duì)象是天圓全會(huì)計(jì)師事務(wù)所遼寧分所,在具體內(nèi)容上首先闡述了市場(chǎng)營(yíng)銷和服務(wù)營(yíng)銷的相關(guān)理論,對(duì)本文的寫作方法和寫作思路進(jìn)行論述;接著從市場(chǎng)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(yíng)銷環(huán)境,同時(shí)結(jié)合天圓全遼寧分所的現(xiàn)狀,對(duì)其在市場(chǎng)營(yíng)銷方面存在的問(wèn)題進(jìn)行總結(jié)歸納。然后根據(jù)市場(chǎng)細(xì)分理論,從地理區(qū)域、客戶的分類與經(jīng)營(yíng)內(nèi)容等方面對(duì)天圓全遼寧分所的市場(chǎng)定位進(jìn)行研究。最后,通過(guò)運(yùn)用7PS營(yíng)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(jì)出了服務(wù)營(yíng)銷策略。本文的研究主要是通過(guò)運(yùn)用市場(chǎng)營(yíng)銷理論、7PS營(yíng)銷理論等理論,通過(guò)科學(xué)的研究的方法,針對(duì)天圓全遼寧分所當(dāng)前在營(yíng)銷方面的問(wèn)題,提出天圓全遼寧分所下一步開展服務(wù)營(yíng)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(cái)經(jīng)大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2015
【分類號(hào)】：F274;F233

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