文档介绍：毕业论文
题目: 青海大正会计师事务所竞争战略研究
学生姓名: 孙贤硕
学号: 0734105134
指导教师: 段辉民
专业年级: 20007级市场营销本科班班
所在学院和系: 财经学院工商管理系
完成日期: 2011年6月8日
答辩日期: 2011年6月13日
青海大正会计师事务所竞争战略研究
摘要
经过二十多年恢复重建和不断发展,青海注册会计师事业取得了显著成就。但是,由于起步较晚、基础薄弱等多种因素影响,青海会计师事务所的整体水平与综合实力与国内外知名会计师事务所还有较大差距。为了使青海的会计师事务所在会计市场全面开放的环境下更好地生存和发展,有必要研究青海会计师事务所如何采取有效的竞争战略,在竞争中赢得竞争优势。本文选取青海大正会计师事务所为研究对象,首先对竞争战略相关理论进行了综述;接着利用PEST、波特五力模型和SWOT等分析工具,对大正会计师事务所的宏观环境、行业环境、经营环境和竞争优势环境及内部资源能力进行了分析,在此基础上根据大正会计师事务所自身特点,确定其差异化的竞争战略;最后,本文重点从大正会计师事务所合理优化股权结构、积极拓展新兴业务、注重人力资源的规划、培养与激励、打造良好的品牌形象、加强事务所文化建设和注重市场营销等维度探讨了其基本竞争战略的实施。
关键词: 战略分析, 战略选择, 战略实施
QINGHAI TAISHO ACCOUTING PETITION STRATEGYRESEARCH
ABSTRACT
After thirty years recovery and development, Chinese CPA business has plished remarkable achievements. However, due to the weak basis late start, the influence of various factors, such as the overall level of qinghai accounting firm prehensive power and international and domestic accounting firm and a large gap. In order to make the qinghai the CPA of accounting market full open environment better survival and development, it is necessary to study the qinghai accounting firm how to take petition strategy, in domestic and petition gain petitive advantage. This article selects the qinghai taisho accounting firm as the research object, first related theory petition strategy are reviewed; Then use the PEST, potter petitive petition model and SWOT analysis tool, taisho CPA firm's macro environment, industry environment, business environment petitive advantage environment and internal resources are analyzed, based on the accounting firm according to their own features, dazheng determine the petition strategy; Finally, this paper mainly from taisho accounting firm structure optimization, business development diversification, marketing strategy, talent strategy, organization culture strategy, brand strategy and dimension discusses the basic strategy implementation.
Keywords: strategy analysis, strategy choice, strategy implementation