论中国会计师事务所的营销策略建设  

Marketing strategy construction of Chinese accounting firms

作　　者：孙乐[1] 张倩[1] 

机构地区：[1]山东经济学院会计学院,山东济南250014

出　　处：《科技与管理》2008年第5期60-62,共3页Science-Technology and Management

摘　　要：随着会计师事务所面临的执业环境日趋复杂,有效运用营销手段拓展审计业务,提高营销能力,有步骤地开发海外市场已成为中国会计事务所发展的必然趋势。根据事务所存在问题及原因,提出了服务营销策略的建议,主要包括:拟定目标市场战略,选择目标市场;制定和实施营销组合策略;树立服务营销理念,加强自身内部管理等。As the accounting environment which accounting firms are faced with is becoming more and more complex, It is an inevitable trend for China＇s accounting firms to use marketing tools effectively to expand the auditing business, increase marketing capacity and develop overseas markets step by step. In this paper, the existing problems and causes are analyzed, and then some suggestions about making service marketing strategy are put forward, mainly including： draw up the target market strategy and choose the target market;frame and implement the marketing combination strategy;set up the idea of service marketing and strengthen internal management itself, and so on.

关 键 词：会计师事务所 市场营销 营销策略 

分 类 号：F233[经济管理—会计学]