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论文编号：	13392
作者编号：	2320190390
上传时间：	2022/6/14 11:11:14
中文题目：	万宸财税公司竞争战略研究
英文题目：	Study on the Competitive Strategy of WanChen Finance and Taxation Company
指导老师：	薛红志
中文关键字：	万宸财税公司; 竞争战略; 竞争优势; 价值链
英文关键字：	Wanchen Finance and Taxation company; Competitive strategy;Competitive advantages; Value chain
中文摘要：	随着国家“互联网+”、“大众创业、万众创新”、“人工智能”以及“一带一路”等多个发展战略扑面而来，我国经济体量逐年加大，同时衍生出大量新的企业类型，对于财税服务企业在服务和产品上有更高的要求，传统代理记账公司低价竞争和同质化竞争现象严重。外部宏观环境的变化对企业的能力和发展战略提出更高要求，尤其在新冠疫情的影响下，中小企业的发展战略问题逐渐暴露，企业失去竞争优势成为普遍性问题，进行企业竞争战略研究成为必然。 本文选取了万宸财税公司的竞争战略作为研究对象，万宸财税公司是一家以代理记账服务和工商代办服务为主营业务的初创型企业， 近年来科技迭代速度加快，公司内外部环境发生变化，本文以万宸财税公司重新制定竞争战略、取得竞争优势的过程为研究内容，运用战略管理相关理论、竞争战略理论、竞争优势理论和价值链理论，同万宸公司遇到的问题和发展目标相结合，以企业所拥有的资源与能力为依托，制定出可实施的竞争战略。 万宸财税公司未来3年，将采取横向一体化、市场开发和差异化的发展战略。联合行业龙头企业，实现产品、服务的革新，在产品方面将致力于开展高端财税咨询业务，把小微企业定位为目标市场客户，充分利用基础业务打下来的坚实内功和服务经验，重新整合公司资源和能力，借助互联网和科技手段为客户提供差异化需求的定制服务。在市场渠道方面，由粗放的广告投放和数据采购转向高质量客户维护及与各类商会的战略合作。最终成长为一家产品结构丰富、渠道稳定的高端财税咨询公司。 本文希望通过对财税公司竞争战略的研究，能够丰富中小型财税公司竞争战略的应用案例，为其他财税公司的发展提供参考，帮助推动行业发展，保护市场环境，促进经济的健康发展。 关键词：万宸财税公司; 竞争战略; 竞争优势; 价值链
英文摘要：	With the national development strategies such as "Internet +", "mass entrepreneurship, innovation", "artificial intelligence" and "The Belt and Road Initiative", China's economic volume has increased year by year, and a large number of new types of enterprises have been derived, which have higher requirements for fiscal and taxation service enterprises in terms of services and products.The phenomenon of low-price competition and homogeneous competition in traditional agency bookkeeping companies is serious. Changes in the external macro-environment put forward higher requirements for the ability and development strategy of enterprises, especially under the influence of the COVID-19 epidemic, the development strategy of small and medium-sized enterprises is gradually exposed, and the loss of competitive advantage of enterprises has become a universal problem, so it is inevitable to conduct research on enterprise competitive strategy. This paper selects the competitive strategy of Wanchen Finance and Taxation Company as the research object. Wanchen Finance and Taxation Company is a start-up enterprise with agency book keeping service and industrial and commercial agency service as its main business. In recent years, due to the acceleration of scientific and technological iteration, the internal and external environment of the company has changed. Therefore, this paper takes the process of reformulating the competitive strategy and obtaining the competitive advantage of Wanchen Company as the research content, using the relevant theories of strategic management, competitive strategy theory, competitive advantage theory and value chain theory, combining with the problems encountered by Wanchen Company and the development goals, relying on the resources and capabilities owned by the enterprise, to formulate an implementable competitive strategy. In the next three years, Wanchen Finance and Taxation Company will adopt the development strategy of horizontal integration, market development and differentiation. Leading enterprises in the joint industry will realize the innovation of products and services, devote themselves to developing high-end financial and taxation consulting customers in terms of products, position small and micro enterprises as target market customers, and make full use of the solid internal strength and service experience laid down by basic business.Re-integrate the company's resources and capabilities, with the help of the Internet and technology to provide customers with customized services for differentiated needs. In terms of market channels, from extensive advertising and data procurement to high-quality customer maintenance and strategic cooperation with various chambers of commerce. Eventually, it will grow into a high-end fiscal and taxation consulting company with rich product structure and stable channels. This research hopes to enrich the application cases of the competitive strategies of small and medium-sized finance and tax companies, provide a reference for the development of other finance and tax companies, help to promote the development of the industry, protect the market environment, and promote the healthy development of the economy by studying the competitive strategies of finance and tax companies. Key words: Wanchen Finance and Taxation company; Competitive strategy;Competitive advantages; Value chain
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