CPA Industry Specialization And Brand Value Relevance

With China’s economic rapidly growth in recent years, national accounting firmsoperate seems strongly and have remarkable effect, mainly reflected in the certified publicaccountant professional level and moral quality, certified public accountants industry scaleexpands unceasingly, set up perfect supervision system, the certified public accountantsindustry development rapidly. To make new breakthrough, develop to a new level, breakthe denotative scale, accounting firms need make connotative development under the brandconstruction. Brand value is key factor of brand management, brand can make publicaccounting firms distinguish from other rivals. Industry specialization not only can makethe accounting firms have the ability to provide differentiated services and can alsoproduce scale competitive advantage, therefore, certified public accountants industryspecialization development has become the main competitive strategy in the industry. Thispaper collected the relevant data of listed companies, analyze the relationship betweencertified public accountants firm industry specialization and brand value, which developour country accounting firms with international competitiveness of the brand has positivesignificance.In this paper, first introduce the theoretical basis of certified public accountantsindustry specialization and brand value; since then, the firm brand value indicators dividedinto firm audit fees and value of audit clients, put forward the research hypothesis of thecertified public accountants industry specialization and audit fees and audit clientsenterprise value correlation theories analysis; finally, the two cities from2008to2012listed company data for overall research object, analyze the relationship between certifiedpublic accountants firm industry specialization and brand value.Through theoretical analysis and empirical test, this paper draw the followingconclusion: the accounting firms with industry specialization level can receive higher auditfee; Certified public accountants industry specialization enterprise value can improve thevalue of audit clients, to promote the increment of audit clients realize own value. Thusconclude that the certified public accountants industry specialization has a positiveinfluence of brand value, we should take some measures to improve the level of firmindustry specialization, so as to realize the formation of firm brand value, promote publicaccounting firm to strengthen the construction of brand.