Research On Brand Building Of HD Accounting Firm

With the economic globalization process, enterprises face strong competitionpressure increasing. The scale expansion of some industries gets an advantage forthem, certified public accountants industry is no exception. But with the developmentof the service homogeneity and channel homogeneity, the difference between firmsare getting smaller, brand construction and development are the necessary way to gaina competitive advantage. At the same time, the social public of certified publicaccountants industry put forward higher professional request, the a series of relatedlaws and regulations, certified public accountants industry management system’spromulgation and implementation provides a good opportunity of development for itshealthy development. Accounting firm brand construction is the key of the firm tobecome bigger and stronger, is also the request of the ages.As an intelligence intensive service industry, public accounting firm costadvantage is not obvious, so the firm must development in the direction of the highadditional value, high additional value and brand construction is the growth ofeffective method, the future competition is brand competition, its importance goeswithout saying.In view of this, this paper based on industry background, the study of brandconcept and brand construction theory defining the meaning of accounting firm brand.This paper take HD certified public accountants as an example, with the method offield investigation and research to get the data and information, communicate withfirm executives and questionnaire survey to firm staff, through the SWOT analysismethod, I think HD firm is at an embarrassing situation, advantages anddisadvantages opportunities and threats coexist, strengthen the construction of brandis imminent. And then I present the feasible way of the HD accounting firm brandconstruction. I hope this article can provide effective for HD certified publicaccountants to strengthen the construction of brand, also can give other beneficialreferences for the brand construction of the public accounting firm.