The Marketing Strategy Research For Accounting Firm

Under the traditional theory, accounting firm treats audit as pure activity and focus only on principles and technologies, which is wrong. Since our country's capital market is continuing to improve and business is striving to standardize,demand for special accounting service is much needed, accounting firm therefore has a potential strength to develop. But accounting firm neglects customer service and marketing & sales management. On the other hand, as our country's accounting market open up to foreign countries, accounting firm industry is facing competition from overseas. Intense peer competition, price war among customers and independent audit organization. The risk of audit failure, the market condition, market organization and market competition, all of which force independent audit organization to treat the audit activity as commercial economy to operate.This article incorporates with market theory, through the analysis of accounting business current condition and problems, point out accounting firm's operation strategies based on marketing theory tools, the characteristics of the accounting industry, including the strategies of what market is to serve, the implementation of"7ps"strategy (product strategy, price strategy, promotion strategy, HR strategy and after market strategy) in accounting firm. The article also points out that accounting business need to be managed well internally, and can not expect to resolve problems based on past experience. At the end of the book, the article demonstrates an Australia accounting firm and sums up several relative suggestions.