Research On Chinese Accounting Firms’ Scale Development And Brand Buiding

In recent years, the "Big four" has become synonymous with the brand name of accounting firms, its strong capital, perfect management mechanism and its world. renowned brand reputation makes it obtain the audit fee premium. With China’s accession to the WTO the end of the transition period, the audit service industry has been fully open to the outside world, China this huge audit market become high profit of the treasure, the "Big four" still continue through the merger, the means such as investment expansion of Chinese audit market. In this foreign firm strong impact, It is necessary to establish a group of internationally competitive large firms can compete the "Big Four" and drive the development of the local accounting industry and grow. So, since2000, our accounting firms in the government’s guidance and spontaneous do greatly strong situation, were once again merged with the tide. Then, these local accounting firms do greatly strong truly enhance their brand value? This paper theoretically analyzes the relation between firm scale and brand construction, namely, the relationship between firm size and firm brand premium. The empirical part uses the09-11years in Shanghai and Shenzhen A shares listing Corporation relevant data, first through the system cluster analysis finds out the local accounting firms the "Big Five", referring to Simunic (1980) multiple regression model of the accounting firm and audit fees of brand relationships, this study found that, the international "big four" compared to the native the "Big Five" premium rate is26.11%, the local "Big Five" compared with local non "Big Five" premium rate of10.85%.The paper also draws on the service industry to establish brand experience, for the firm’s brand construction offerred relevant policy sex proposal.