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经济全球化环境下,传统审计业务市场已处于基本饱和状态,会计师事务所开展非审计业务已成为不可阻挡的趋势。然而国内的大多数事务所却并没有意识到非审计业务的重要性,鉴于此,本文先使用STP理论进行市场细分及定位,明确非审计业务发展方向,再针对非审计业务发展过程中遇到的问题,并提出相应的建议,推动国内非审计业务市场向国际靠拢。
Under the environment of economic globalization, the market of traditional auditing business is in a basically saturated state. The non-auditing business of accounting firms has become an irresistible trend. However, most domestic firms do not realize the importance of non-audit business. In view of this, this article first uses STP theory to market segmentation and positioning, clarifies the direction of non-audit business development, and then focuses on non-audit business development process To the issue, and put forward corresponding suggestions to promote domestic non-audit business market to move closer to the international.