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论文编号：	6898
作者编号：	2120122775
上传时间：	2014/12/8 11:22:03
中文题目：	代理记账公司服务营销研究——以CX会计服务公司为例
英文题目：	Studies of services marketing of bookkeeping company:Taking CX accounting service corporation as an example
指导老师：	石鉴
中文关键字：	代理记账；服务营销；服务质量
英文关键字：	bookkeeping;services marketing;services quality
中文摘要：	近几年，国家频繁出台支持小微企业发展和促进服务业发展的微刺激政策措施，为缓解就业压力、促进国家结构调整和产业转型升级提供了有力保障。代理记账公司作为小微服务型企业属于政策的双重受益者本应该得到快速发展，而事实上以天津市为例却有近半数的代理记账公司处于亏损或微利状态，并持续有公司走向了倒闭，为什么如此利好的宏观政策环境却换来了众多代理记账公司的难以为继，这引起了作为行业监管者的作者的思考，成为本文研究的出发点。作者通过文献研究和问卷调查发现，客户少和收费低是阻碍代理记账公司持续发展的最主要的两个因素，甚至可以说是致命因素，而对于服务型企业来说，客户和收费是服务营销管理的最核心因素，拥有优质客户资源为客户创造满意价值的能力是公司持续发展的基石。因此，作者决定以如何提升代理记账公司的服务营销能力和水平进而提升公司持久竞争力为研究目标，展开本文的论述。文章从代理记账和服务营销的理论基础出发，对代理记账公司服务营销现状和问题作了盘点，结合对问题成因的探讨，作者对代理记账公司所处的营销环境进行分析，并重点利用营销战略、感知服务质量、服务利润链、内部营销、服务组织变革、服务文化、服务补救等理论方法和模型，提出了提高代理记账公司服务质量、提升客户价值、增强市场竞争力的具体途径和策略，最后，作者以CX会计服务公司为例，对服务营销作了案例讨论。全文力争为代理记账公司提供一套实用可操作的服务营销优化方案，以期转变代理记账公司的营销理念，提升代理记账公司的服务竞争力，支持其持续有序发展，同时也对其他小微企业尤其是服务企业改善服务营销水平提供一点借鉴。
英文摘要：	In recent years, the frequent introduction of state support Small and micro businesses to develop and promote the development of service industry microstimulation of policy measures, in order to alleviate the employment pressure, to provide a strong guarantee to promote national industrial structure adjustment and transformation and upgrading. The bookkeeping company as small micro service enterprises as a dual beneficiary of the policy should have got rapid development, however in fact in Tianjin has nearly half of company of acting charge in low profit or a loss, for the company to go bankrupt, why so many bookkeeping company develop hardly with so good macro policy environment, this caused the thinking of the author as an industry regulator, and which is the starting point of this paper. Author found that fewer customers and low charge were the two most important factors hinder the development of bookkeeping company through literature study and survey, and even can be said is a fatal factor, and customer and fee are core factor of services marketing management for service enterprise, the ability to have high-quality customer resources and create satisfactory value for customers are the foundation for the sustainable company development. Therefore, the author decided to how to improve the capacity and services marketing level of bookkeeping company, which can promote a lasting competitiveness of the company, it is the research object for author and what this paper will discuss. From the basic theory of bookkeeping and services marketing, this paper sum up current marketing situation and problems of bookkeeping company, and the causes of the problems, analyze the just marketing environment for bookkeeping company, then through the theory, method and model of marketing strategies, perceived service quality, service profit chain, internal marketing, service organization change, service culture, service recovery, the paper aim to offer the specific way and strategies to improve the bookkeeping service quality and enhance their customer value and the market competitiveness. At last, the author tells a services marketing case of CX accounting service corporation.The paper focus on providing a set of suitable and practical services marketing scheme for bookkeeping company operation, in order to change the marketing idea of bookkeeping company, enhance the service competitiveness of bookkeeping company to support their sustained and orderly development, and also provide a reference to improve the level of service marketing of other small micro enterprise especially for service enterprises.
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