發(fā)布時(shí)間：2018-02-20 15:16

  本文關(guān)鍵詞： 代理記賬 競(jìng)爭(zhēng)戰(zhàn)略 差異化集中　出處：《廈門大學(xué)》2013年碩士論文　論文類型：學(xué)位論文

【摘要】：中小企業(yè)數(shù)量約占我國企業(yè)總數(shù)的99%,且其中絕大多數(shù)屬于小型企業(yè)。受企業(yè)規(guī)模、成本節(jié)約及人才短缺影響,適宜于將代理記賬作為替代的會(huì)計(jì)核算解決方案。 雖然代理記賬擁有廣闊的需求市場(chǎng),但也正因?yàn)榘l(fā)展時(shí)間相對(duì)較短,相關(guān)法規(guī)尚不健全、行業(yè)監(jiān)管薄弱、從業(yè)人員平均素質(zhì)不高、行業(yè)競(jìng)爭(zhēng)無序化等,使得小微代理記賬公司面臨難以發(fā)展壯大的問題。 2006年后,隨著對(duì)外開放程度的提高,中小型外資企業(yè)開始大量涌入廈門。當(dāng)本土代理記賬公司還在為搶奪國內(nèi)客戶爭(zhēng)得頭破血流的時(shí)候,世界知名財(cái)稅咨詢公司和一些頗具規(guī)模的其他境外咨詢公司卻于近幾年相繼進(jìn)入廈門,市場(chǎng)競(jìng)爭(zhēng)空前激烈。如何認(rèn)清市場(chǎng)環(huán)境,找準(zhǔn)自身定位,采取有效的競(jìng)爭(zhēng)戰(zhàn)略等,將是大多數(shù)廈門本土代理記賬公司面臨的重要課題。 本文通過萬國眾豪公司的實(shí)例,分析廈門市代理記賬的行業(yè)競(jìng)爭(zhēng)環(huán)境,剖析萬國眾豪公司自身的優(yōu)劣勢(shì)及面臨的機(jī)會(huì)與威脅,進(jìn)而提出適合企業(yè)自身發(fā)展的競(jìng)爭(zhēng)戰(zhàn)略及實(shí)施建議。 首先,簡要說明本文研究的背景及意義、研究思路及結(jié)構(gòu)框架,闡述波特的競(jìng)爭(zhēng)戰(zhàn)略理論及競(jìng)爭(zhēng)戰(zhàn)略的主要分析工具。 其次,運(yùn)用波特五力模型理論實(shí)例解析代理記賬的行業(yè)競(jìng)爭(zhēng)環(huán)境,并對(duì)萬國眾豪公司進(jìn)行詳細(xì)的SWOT分析。 再次,根據(jù)波特競(jìng)爭(zhēng)戰(zhàn)略理論,對(duì)照萬國眾豪公司的自身資源與發(fā)展訴求,分析對(duì)比三種基本競(jìng)爭(zhēng)戰(zhàn)略的可行性,推導(dǎo)萬國眾豪公司現(xiàn)階段宜采用差異化集中戰(zhàn)略的結(jié)論。 最后,關(guān)于萬國眾豪公司差異化集中戰(zhàn)略的實(shí)施建議,重點(diǎn)從營銷推廣、客戶關(guān)系管理、人才戰(zhàn)略等三大方面加以展開論述。
[Abstract]:The number of small and medium-sized enterprises accounts for about 99% of the total number of enterprises in our country, and most of them belong to small enterprises. Due to the influence of enterprise size, cost saving and talent shortage, it is suitable to take agency accounting as an alternative accounting solution. Although agency bookkeeping has a broad demand market, it is also due to the relatively short development time, imperfect relevant laws and regulations, weak industry supervision, low average quality of employees, disorderly competition in the industry, and so on. Small micro-agent accounting companies are faced with the problem of development and growth. After 2006, with the increase of opening to the outside world, small and medium-sized foreign enterprises began to pour into Xiamen in large numbers. While local agency bookkeeping companies were still fighting for blood to win over domestic customers, However, the world-renowned financial and taxation consulting companies and some other overseas consulting companies with considerable scale have entered Xiamen one after another in recent years. The market competition is unprecedented fierce. How to recognize the market environment, find out their own position, and adopt effective competitive strategies, etc. Will be most Xiamen local agent bookkeeping company faces the important topic. Through the example of Wanguozhong Company, this paper analyzes the competition environment of Xiamen's agent accounting industry, analyzes its own advantages and disadvantages, and the opportunities and threats it faces. Furthermore, the paper puts forward the competitive strategy and implementation suggestions suitable for the development of the enterprise itself. First of all, the background and significance of this study, the research ideas and structure framework, Porter's theory of competition strategy and the main analysis tools of competition strategy are briefly explained. Secondly, the paper analyzes the industry competition environment of agent accounting by using Porter's five-force model theory, and carries on the detailed SWOT analysis to the Wanguo Zhonghao Company. Thirdly, according to Porter's theory of competition strategy, the author analyzes and compares the feasibility of three basic competitive strategies by comparing the resources and development demands of Wanguozhong Company, and deduces the conclusion that the company should adopt the differentiated centralized strategy at the present stage. Finally, the implementation of the differentiation strategy of Wanguo Zhonghao Company is discussed from three aspects: marketing promotion, customer relationship management and talent strategy.
【學(xué)位授予單位】：廈門大學(xué)
【學(xué)位級(jí)別】：碩士
【學(xué)位授予年份】：2013
【分類號(hào)】：F272

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本文編號(hào)：1519281