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会计师事务所作为专业服务机构,品牌化发展得到了国家的重视和支持,且自身也有了更为清醒的认识。注册会计师行业的性质决定了衡量会计师事务所好与坏的重要标准,它的评判标准绝不仅仅是其规模以及收入水平,更重要的是品牌。因此,事务所赢得竞争的有效途径是构建、发展和推广品牌。就目前而言,本土会计事务所中相当数量的会计事务所对品牌建设重视度不够,品牌意识不够强,方法上也有所欠缺。当前中国政治上、经济上扶持“一带一路”“互联互通”的推广与建设,与一带一路周边国家的事务所合并,这也是会计事务所建设新的机遇与渠道;技术上,“大数据”时代下,网络技术的发展则为事务所品牌建设提供了新的方式方法,尤其是微信微博运营,是品牌建设中不可忽视的新渠道。
As a professional service agency, the accounting firm has gained the national attention and support for brand development, and has also got a more clear understanding of itself. The nature of the CPA industry determines the important criteria for measuring accounting firms’ good and bad. The criteria for evaluating the CPA industry are by no means merely its size and income level, but more importantly, the brand. Therefore, the effective way for the firm to win the competition is to build, develop and promote the brand. For now, a large number of accounting firms in local accounting firms pay insufficient attention to brand building, brand awareness is not strong enough, and methods are also lacking. At present, China’s political and economic support for the promotion and construction of the “Belt and Road” and “interconnection and exchange” has merged with the offices of neighboring countries along the Belt and Road. This is also a new opportunity and channel for accounting firm construction. Technically, “Big Data ” era, the development of network technology provides a new way for the firm brand building, especially WeChat Weibo operation, which is a new channel that can not be ignored in brand building.