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本文在分析我国会计师事务所的外部执业环境(包括将政府职能下放给会计师事务所提供了极大的业务空间,国际知名会计师事务所带来的冲击等)和内部执业环境(分别从市场定位模糊,服务意识匮乏、品牌意识不强、营销手段落后等方面进行分析)的基础上,提出会计师事务所应当从产品竞争策略、提高服务质量、提高服务效率等方面制定出适宜会计师事务所的竞争策略。
This article analyzes the external practice environment of accounting firms in our country (including the great business space provided by the decentralization of government functions to accounting firms, the impact brought by internationally renowned accounting firms, etc.) and the internal practice environment , Lack of awareness of service, brand awareness is not strong, backward marketing methods, etc.) based on the proposed accounting firm should be from the product competition strategy to improve service quality, improve service efficiency and other aspects of the development of a suitable accounting firm’s competitive strategy .