试论塑造审计品牌战略

Discussing on Molds the Audit Brand Strategy

随着WTO的进入和市场经济的发展,注册会计师和会计师事务所面临着更大的挑战,如何塑造审计品牌就成为当务之急。论文阐述了审计品牌的影响因素,塑造审计品牌的战略,提出了注册会计师和会计师事务所应塑造审计品牌,以增强核心竞争力,提高注册会计师和会计师事务所的诚信形象。

Along with WTO affiliation and the development of the market-directed economies, the accounting firm of CPA and accountant are facing great challenge. How to mold the audit brand and then become the urgent matter of the moment. This article expatiated the influential factors of the audit brand, molding the audit brand strategy, putting forward the accounting firm of CPA and account to should mold the audit brand, to strengthen the core competencies, and increase the trustworthiness image of the accounting firm of CPA and accountant.