《毕马威华振会计师事务所在华本土化研究(毕业论文)》.docxVIP

本科生毕业论文论文题目：毕马威华振会计师事务所在华本土化战略研究 2015年论文摘要本文以毕马威华振会计师事务所（以下简称“毕马威”）作为研究对象，主要讨论了国际会计师事务所如何在华实施本土化战略。本文从企业外部环境分析入手，分析目前商务环境及产业环境，随后针对毕马威的内部环境进行分析，并对其企业发展作出战略构想。本文使用了PEST分析、五种竞争力分析、SWOT分析三种分析方法，最终得出毕马威未来发展战略。力求分析全面客观，论断简洁易懂。 本文还针对毕马威，做出其与国际“四大会计师事务所”的其余三家、本土“八大会计师事务所”的实力对比，分析各自优缺点。文章最后，结合SWOT分析研究的结果，对毕马威提出未来发展的建议与意见，主要建议为增加本土会计师、防止人才外流、开展增值业务、推进与相关行业强强联合等，并为毕马威未来的本土化战略构思提供参考依据。本文的关键词：宏观经济、会计师事务所行业、国际“四大会计师事务所”、本土“八大会计师事务所”AbstractIn this paper, I mainly discussed how international accounting firms put localization strategy into effect in China.From the analysis of the external environment, this paper analyzes the current business environment and industry environment, followed by an analysis of its internal environment of KPMG, and make strategic vision of its business development.This paper uses the PEST analysis, five forces analysis, SWOT analysis these three analytical methods, and ultimately come to KPMG’s future localization strategy. Seek for a comprehensive and objective analysis and the judgment concise is easy to understand.The paper also compares KPMG with the rest three of the international Big Four accounting firms, Eight?native accounting firms, analyze their strengths and weaknesses.Finally, combining the results of SWOT analysis, I give KPMG some suggestions and comments for future development, highly recommend it to increase local accountant to prevent brain drain, value-added services, and promote the combination with other related industries, and provide a reference for future KPMGs localization strategy ideas.Key words:?macro economy,?CPA?industry,?the international big four accounting firms,?the local?Eight?native accounting firms论文目录正文5引言51 中国目前商务环境61.1 政治和法律因素61.2 经济因素71.3 社会和文化因素71.4 技术因素82 会计师事务所行业现状82.1 潜在进入者的进入威胁82.2 替代品的替代威胁92.3 供应者、购买者讨价还价的能力92.4 产业内现有企业的竞争102.4.1 国际“四大会计师事务所”中的其他三家与毕马威102.4.2 本土“八大会计师事务所”与毕马威113 毕马威现状分析123.1 企业内部的优势123.2 企业内部的劣势133.3 企业外部环境的机会133.4 企业外部环境的威胁143.5 战略与决策144 毕马威在华本土化战略164.1 毕马威的服务战略164.2