The Services Marketing Strategy Research Of Shenzhen Tong Ren Certified Public Accountants

Under background of services industry developing quickly and services marketing become independent subject, the services marketing strategy of Shenzhen Tong Ren Certified Public Accountants, for resolving its marketing problems, including no guiding by marketing strategy, experience marketing no adjusting with market change quickly, and problems belong to services marketing characteristic, is researched by the method of substantial evidence analysis, linking microcosmic with macrocosmic, and determinable with quantitative analysis.The Strategy Planning Model as basic, 7Ps services marketing mix as framework, the research way linking from external to internal, and from macrocosmic to microcosmic is adopted.The external and internal marketing environment, marketing strategy planning, 7Ps services marketing mix strategy planning and advises for implementing is discussed in this paper. The exterior marketing environment, the internal marketing environment, and its main competitors of Tong Ren CPAs is described firstly. Then segmenting CPA markets, evaluating market segments, selecting target market segments and its strategy, and positioning the services products mix is planed. 7Ps services marketing is planed, especially the strategy of service people, process and physical evidence is stressed.To improve services marketing practices of Tong Ren CPAs and impel services marketing applying in more fields is the purpose of the paper.