Study On Service Marketing Of China's Accounting Firms

With the acceding to the WTO, Chinese CPA firms face to the hard competition between the local and outside accounting company. Featured as "intellectual-intensiveness" in CPA profession, CPA firms should absorb the advanced marketing theory to find and establish the marketing strategy, which fits to Chinese reality and meets the CPA firms' need. In doing so, the CPA firms need to keep a clear eye on the strength and weakness of its profession and seek every opportunity and threat in the market. Based on the marketing particularity, CPA firms ought to know that it could never act against the ethic of CPA profession, and should keep high quality during the work. Obeying the former rules, CPA firms could design the marketing methods combination to keep advantages in competition and make full use of marketing relationships to obtain steady customer. Healthy serving marketing environment is a foundation assuring CPA firms running the marketing strategy.The paper simply introduces the course of development of serving marketing theory, and use overseas CPA profession experience for reference to analysis the marketing reality in china and the influence to our country. Then the paper combines the situation of our country with the real need of CPA firms and makes use of "7ps" theory including product, price, promotion, place, people, process, physical and relationship theory to design a sort of feasible marketing methods. Moreover, the paper discuss the macro-environment from the view of system, supervision, concept and so on to achieve the goal of promoting healthy development in CPA industry.