论营销理念在我国会计师事务所中的运用

随着我国市场经济的发展 ,市场营销日益受到广泛关注。作为会计服务市场主体的会计师事务所 ,也开始意识到营销的重要性。现阶段我国会计师事务所运用营销思想尚有不足之处 ,分析会计服务市场营销理念的特定内涵 ,即会计师事务所营销的实质就是关系营销 ,通过协调、优化与内外各关系主体的关系 ,调动各种积极力量 ,以确立竞争优势 ,赢得市场先机。

Application of Marketing Principle to CPA Firms in China

With the development of market economy in China, marketing principle has caused extensive concerns. As the main participant of accounting service, CPA firms also begins to realize the importance of marketing. On the basis of the retrospect defects in CPA firms applying marketing principles, this article analyses the particular connotation of marketing principle in accounting service market. The essence is relationship marketing, which means to reconcile and optimize all internal and external relations in order to activite every positive factor to establish competitive advantage and advance the market position.