Study On The Brand Building Path Of The Accounting Firms Of Guangdong Province

For clients, brand functions as a selection criterion when they choose accounting firms.For accounting firms, brands are the culture carrier, and for the market, a kind of marketing method. Whereas for an industry, brand is a reflection of the industry image.However, as the homogenization of service and channel develops, the differences between accounting firms get smalls. And the brand construction and development are the essential means to assert their competitive strengths. Meanwhile, the public has brought forward higher request for CPAs. The issue and implementation of a series of laws and regulations, standards and management system in China also provided a good opportunity for the healthy development of CPA industry. Therefore, brand construction is the focal point of strengthening and expanding accounting firms, as well as achieving specialization; this is also a necessity of the times.As a intelligence-based professional service industry, CPA has been opening to the outside world since the beginning of the restoration and compete with international brands. After thirty years of development, starting from nothing, expanding from small to large and growing from weak to strong, CPA has scored tremendous achievements. However, as for the industry development, there not only exist technical problems, such as the irregular qualities of CPA, the scale of certain accounting firms being incompatible with that of the Chinese economy and enterprises, the incapable internationalization of Chinese enterprises served by firms,but also in-depth problems like the management system and market environment which restricts the industry development. Under such circumstance, only brand construction could take on the heavy responsibility of further integrating the already-obtained technical, institutional and administrative achievements,strengthening and expanding accounting firms, achieving specialization, and realizing the great-leap-forward development in order to serve the country's construction.Leading by the brand and utilizing its strength to consolidate and promote comprehensive strength of accounting firms, is not only the a breakthrough for promoting the firms' soft power, but also a gap for our country's professional service industry to build internationally famous brand.For the above reasons, based on the industry background and researches on brand concept as well as brand construction theories, this thesis defines connotation of accounting firm brands. With the ZZ Certified Public Accountants as the object of study, getting statistics and information through field research, communicating with senior executives and experts, doing questionnaire survey among firm employees and adopting the SWOT analytical method, this thesis contends that the development of ZZ Certified Public Accountants is in an awkward position facing both advantages and disadvantages, as well as opportunities and challenges, thereby strengthening brand construction is a pressing concern. Merging its connotation, components and ecosystem together, this thesis has proposed building paths for accounting firm brands.This thesis also maintains that accounting firm brands should be built first from inside and then to outside, paying attention to the inside while not ignoring the outside. From brand positioning to brand internalization and to brand externalization, orderly from the core of the brand to the inner layers and the external layers, the accounting firms should excavate the brand connotation, build the core value of brands, and form a complete brand elements system, and thereafter construct the building path for accounting firm brands. Hopefully, this thesis will provide effective suggestion for the strengthening of ZZ Certified Public Accountants' s brand construction, and offer powerful reference for other firms in the Guangdong province.