The Research On The Service Marketing Strategy Of Dingcheng CPA Co., Ltd

Accounting service is one of the important fields of the specialized service industry. As the "infrastructure" of the market economy system, it takes a very important role in promoting the stability of the capital market,supporting the order of economic and maintaining the benefits of publics. Since continuously, our country's accounting firm has subordinated to all levels' local authority's finance or auditing department. There is few consideration of marketing for it's business scope division of vertical and mutual non-interference. Gets unhooked along with our country accounting firm changes the system for the independent organization as well as accountant which assumes responsibility for own profits and losses the service market competition is day by day intense, how to utilizes the marketing method effectively to develop accountant service becomes the question which the accounting firm must be facing.The Dingcheng CPA Co.,ltd ("DCCPA")is origin by "the Zhuzhou Shifeng auditor affair firm". At present, it's main business scope concentrates in the traditional service domain: Mainly provides the registered capital confirmation, yearly finance report audit service and the property appraisal service for the locality mid- and small-scale enterprise. No matter for judging from the jobholders or the business volume, DCCPA is the typical small accounting firm. It extremely has the representation in more than 6,000 accounting firms of our country.This thesis firstly discusses the basic theory of service marketing and analyzes the current situation, characteristics, important movement and developing uptrend of the accounting market in our country. Then it analyzed the marketing environment which the DCCPA faces from two levels such as macro and micro environment. In this foundation, together with integrating its actual situations,it brings forward the problems existed in service marketing. Last fractionizes the accounting service in the field of area, customer size and operation types and constructs fraction matrix in accounting service. It analyzes the attraction in each fraction market and DCCPA's competition power in the market to definitudes the marketing positioning based on the nine-square matrix opinion. At last, the article puts up the related service marketing strategies for DCCPA in the field of product, promotion, people, process and physical evidence on the base of 7P's service marketing strategy theory. Taking service marketing theory as foundation, unifying the actual service operation situation in DCCPA, this article mainly put out how to develop the market for DCCPA with the aid of the marketing method.The object of the thesis is to introduce the notion of Marketing Management into accounting service industry and provide the useful references for CPA to constitute service-marketing strategy.Via the thesis, it hopes to stimulate the accounting service industry to update the notion of management in time and bring spring wind in the development of accounting service industry.