| 会计师事务所营销策略研究 |
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| 引用本文： | 王福胜,钟卫,郭滕达.会计师事务所营销策略研究[J].现代会计与审计,2006,2(1):63-70. |
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| 作者姓名： | 王福胜 钟卫 郭滕达 |
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| 作者单位： | 哈尔滨工业大学管理学院,150001 |
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| 摘 要： | 本文通过对注册会计师服务市场现状和问题的分析，以服务营销理论为理论工具，结合注册会计师行业的特点，提出了会计师事务所的一般营销策略，包括市场定位策略、产品策略、价格策略、促销策略、人员策略、服务过程策略及有形展示策略等。
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| 关 键 词： | 会计师事务所 服务营销 营销策略 |
The Marketing Strategy Research on Certified Public Accountants Firms |
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| Fusheng Wang, Wei Zhong, Tengda Guo.The Marketing Strategy Research on Certified Public Accountants Firms[J].Journal of Modern Accounting and Auditing,2006,2(1):63-70. |
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| Authors: | Fusheng Wang Wei Zhong Tengda Guo |
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| Abstract: | According to the analysis of present circumstance and problem about the service market of certified public accountants, based on the tools of service marketing theory, combined with the character of certified public accountants industry, this paper provides general marketing strategies for certified public accountants firms, including market orientation strategy, product strategy, price strategy, promotion strategy, human resource strategy, service process strategy and physical evidence strategy. |
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| Keywords: | certified public accountants firms service marketing marketing strategy |
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