The Investigation Research On Accountants' Images In Chongqing Universities

Images are being paid more and more attentions in modern times. And image construction is emphasized more by universities which contain the most human resources. However, University accountants' image has not been widely attached importance as a key part of the university whole image. The theoretical research and practical operation are not so satisfactory, thus the negative image such as conservative, stiff and lack of flexibility has not thoroughly changed.The literature reviewed a lot of relevant image research theory, and based on the practice of university accounting, universities accountants' image construct has been set up. The questionnaires aimed at the accountants and external public are designed to investigate several university, then the dates are analyzed systematically by statistic software, thus suggestions are put forward to promote the accountants' images in universities.Partâ…°: The background. Brief introduction on why chose this topic.Partâ…±: Literature review. Introduce the relevant findings on images, enterprises' finance images, accountants' images and university accountants' images, and analyze the limitation of current research, then discuss the author's research orientation and its theoretical and practice value.Partâ…²: Research on external public's evaluation to accountants' images in universities. This section introduced the objection, methodology, objects, materials and procedures in detail, and statistically analyzed and discussed the results.Partâ…³: Research on internal self evaluation of accountants' images in universities. Use the same model as sectionâ…¢and analyzed the self image evaluation of university accountants. Partâ…´: Conclusions. Integrated the survey in section 3 and 4, the results show that the university accountants' images is good generally, the internal public had poor evaluation comparatively on the university accountants' identity.Partâ…µ:Suggestions on the promotion of accountants' images in universities. Such as enhance propaganda, improve image consciousness, promoting learning, enrich knowledge, improve skills, improve service and obey professional morality etc.Partâ…¶: The creation and limitation of the research and future trend.Due to the valid questionnaires which empirically investigated the images of university accountants in 5 dimensions, the dissertation supplies a creative perspective for improving the university accounting management and also a meaningful exploration.