Research On The Construction Of International Brand In Accounting Firms

CPA industry has gone through 30 years of development process in our country.During this period, China's accounting firms have switched from scratch, from weak to strong transformation. And the difference with "Big 4" is getting smaller and smaller, whether its internal governance system, business scope or quality of service.But in the international brand building, China's accounting firms perform poorly.Becoming bigger and stronger has been the focus problem of the accounting firm and the CPA industry, but also an important symbol of its innovation and excellence.However, the key to be stronger or bigger is to enhance the brand, especially the international brand. Business quality brand and market share has a strong positive correlation, and a lot of facts have proved that the enterprise who focus the brand development as lifeblood always come out on top in the fierce competition market.For a long time, the "Big 4" have maintained a dominated and unshakable position in the world economic market, because they have a strong international brand in essentially. This paper selected the securities qualification accounting firms as the object and combined with the firm's industry characteristics and status. From the perspective of international brand, use the brand science, management and marketing knowledge to effective measures about international brand building for the firms.Referring to the domestic and foreign scholars on the development of accounting firms related research content, this paper will give a definition of the accounting firm's international brand concept based on the concept of the brand. And introduce the theory of brand building briefly and analysis the application to firm's international brand building. And then compared the difference between domestic accounting firms and the "Big 4", as well as the current problems and bottlenecks in the construction of international brand. Then this paper will propose an effective way to international brand building from three aspects, which are brand building foundation work,international brand competition strength, and the relevant government departments support. Finally,the paper will analyze the international brand building process of Baker Tilly China Certified Public Accountants (Baker Tilly China), point out their outstanding measures for reference, and put forward some suggestions for rectification.Through the combination of theoretical analysis and case analysis, this paper draws the conclusion: The accounting firm's international brand building is a protracted war that can not be completed overnight, so it is necessary to raise the brand building to the development strategy of the firm and gradually establish the brand in order to ensure the brand endlessly. At the same time, the accounting firms should pay more attention to the improvement of service quality. If there is no quality service as the cornerstone of brand building work, everything is difficult to carry out.International brand building involves many aspects,And the firms should lay a solid foundation about the brand commitment, talent team, technical support, corporate culture, customer needs and other aspects. On the other hand,they should make more efforts to brand marketing and expansion in order to enhance international competitiveness. And establish cooperative relations with the government, industry associations and industry benchmarks, to promote the internationalization of the firm brand building.