Research On Service Marketing Strategy Of Beijing Tianyuan Quan Certified Public Accountants

Accounting service industry is one of the important fields of professional service. As market economic system "infrastructure", to promote the healthy and stable development of the capital market, plays an important role in maintaining the economic order and the social public interest. All the time since, our country accounting firm belongs to the local governments finance or auditing department, business scope of compartmentalization, non- interference, so very little consideration of marketing. Along with our country accountant firms is transformed into an independent organization self financing and accounting service market competition is becoming increasingly fierce, how to effectively use the marketing means to carry out accounting services, has become the accounting firm must face the problem.Place a full accounting firm Liaoning branch is Beijing Tianyuan full accounting firms in Liaoning Province branch, is currently the main scope of business is concentrated in traditional areas of business, mainly to provide the registered capital verification, annual accounting statements audit service and the property appraisal business for the local small and medium enterprises. Regardless of the volume of business or practitioners, where all that is a typical small CPA firms, in more than 6000 accounting firms in China is very representative.This paper firstly expounds the basic theory, basic characteristics and service marketing services, analysis of the current accounting service market condition, characteristics and major changes and development trend. And then analyzes the whole face Tianyuan accounting firm marketing environment from the macro, micro these two aspects. O n this basis, combined with the status quo of place all, points out the existing problems in marketing. Then the accounting service market segment from the geographical areas, customer size and type of business three aspects, construct the accounting service market subdivision matrix. And the various segments of the market appeal and places all the business market competitiveness analysis, the use of nine square matrix explicitly put forward the market positioning of the place all. Finally, on the basis of 7Ps service marketing strategy theory, separately from the service product, service pro motion, service personnel, service process management design of the combination of corresponding service marketing strategy. The focus of this paperis based on the theory and method of service marketing, combined with the Tianyuan full accounting firm in business development process in the actual operation situation, on the whole accounting firms how to use TTY explore marketing means to open up the market for good.