中文题目： 会计师事务所品牌建设研究 英文题目： Research on Brand Building of Accounting Firms 目 录中文摘要及关键词·······················1英文摘要及关键词·······················1正文·····························2一、引言·························2（一）研究背景和意义···················2（二）概念界定······················2 （三）研究内容和研究方法·················3二、我国会计师事务所的品牌建设现状············4（一）我国会计师事务所品牌建设观念淡薄··········4（二）我国会计师事务所品牌定位不精准···········4（三）我国会计师事务所品牌推广不到位···········4三、事务所品牌建设发展缓慢原因分析············4（一）事务所内部治理不完善················4（二）事务所外部监管不力·················5（三）事务所自身的行业特征················5（四）事务所品牌营销过程中法律的限制···········5四、加强我国会计师事务所品牌建设的对策··········6（一）重视品牌建设，制定品牌发展战略···········6（二）明确品牌定位，形成差异化优势············6（三）完善内部治理，提高服务质量·············6（四）加强外部监督，改善行业环境·············6（五）加大推广力度，丰富宣传形式·············7五、案例分析——以天健会计师事务所为例··········7（一）天健的品牌设计···················7（二）天健的品牌定位···················7（三）天健的品牌建设···················8参考文献···························10 会计师事务所品牌建设研究 摘要: 随着经济一体化的发展，注册会计师行业的竞争日趋激烈。研究表明，会计师事务所的品牌对事务所的业务拓展和审计收费有重大的正面效应，能有助于扩大市场份额和提高审计收费。建设和经营好事务所品牌对于增强其本身生存和竞争能力以及推动整个审计行业发展壮大...
