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论文编号：	13219
作者编号：	2120202929
上传时间：	2022/6/7 16:38:57
中文题目：	TZGJ会计师事务所的互动式整合营销传播策略研究
英文题目：	Research on the Interactive Integrated Marketing Communications Strategy of TZGJ Accounting Firm
指导老师：	申光龍
中文关键字：	TZGJ会计师事务所;互动式整合营销传播;利害关系者管理;数据库营销
英文关键字：	TZGJ Accounting Firm;Interactive Integrated Marketing Communications;Stakeholder Management;Database Marketing
中文摘要：	近年来随着中国经济的快速发展和社会建设步伐的加快，注册会计师行业发展正在步入高质量发展的新阶段。对于竞争加剧的注册会计师行业，TZGJ会计师事务所如何发扬其在行业内的优势、与客户形成长久友好的合作关系，是目前乃至未来都需要思考的问题。 迈入21世纪，进入了信息网络的时代，人们的沟通方式与传播方式发生了巨大的变化，整合营销传播理论研究也取得了新的突破，包括唐·舒尔茨等学者在内的学者把整合营销由传播上升到战略层次。随着商业环境变迁和数字科技的进步和市场日益同质化和动态化，企业将更加以市场为导向，企业想要有更好的营销手段，改进调整整合营销传播策略是非常重要的。本研究使用了多种方法还结合了互动式整合营销传播等各方面的理论，首先对注册会计师行业的宏观营销环境进行了分析，总结出了TZGJ会计师事务所互动式整合营销传播中存在的问题。然后基于TZGJ目前现有的状况，从4C的视角入手，对该事务所从以下几个层面展开了系统化的研究，对其目前的互动式IMC策略作出了优化调整，并给出了具体执行保障。 本研究认为，从TZGJ会计师事务所来看，利害关系者管理在改进营销策略中是非常重要的一部分，改进的重心应该放在将各方之间的关系处理得更好、更和谐上。此外，数字智能化与整合媒体的长远布局，也是TZGJ会计师事务所的互动式IMC优化策略的具体操作方向，除此之外其他的会计师事务所也可以借鉴与此类似的互动式整合营销传播策略。
英文摘要：	With the rapid development of China's economy and the accelerated pace of social construction in recent years, the development of the CPA industry is entering a new stage of high-quality development. For the CPA industry with increased competition, how TZGJ Accounting Firm can develop its strengths in the industry and form a long-lasting and friendly relationship with clients is an issue that needs to be considered at present and even in the future. Stepping into the 21st century and entering the era of information networks, people's communication and communication methods have changed dramatically, and new breakthroughs have been made in the study of integrated marketing communication theory, including scholars such as Don Schultz, who have elevated integrated marketing from communication to the strategic level. As the business environment changes and digital technology advances and markets become increasingly homogeneous and dynamic, companies will become more market-oriented, and it is very important for companies to improve and adjust their integrated marketing communication strategies if they want to have better marketing tools. This study uses a variety of methods and also combines theories from various aspects of interactive integrated marketing communication. First, the macro marketing environment of the CPA industry is analyzed and the problems in interactive integrated marketing communication of TZGJ Accounting Firm are summarized. Then, based on the current situation of TZGJ, a systematic study was conducted on the firm from the perspective of the 4Cs to optimize and adjust its current interactive IMC strategy from the following levels, and to give specific implementation guarantees. This study concludes that, from the perspective of TZGJ Accounting Firm, stakeholder management is a very important part in improving the marketing strategy, and the improvement should be focused on handling the relationship between the parties better and more harmoniously. In addition, the long-term layout of digital intelligence and integrated media is also the specific direction of TZGJ Accounting Firm's interactive IMC optimization strategy, in addition to other accounting firms can also learn from similar interactive integrated marketing communication strategy.
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