| ACKNOWLEDGEMENTS | 第4-5页 |
| ABSTRACT | 第5-6页 |
| 摘要 | 第7-9页 |
| LIST OF ABBREVIATIONS | 第9-20页 |
| Chapter I Introduction | 第20-28页 |
| 1.1 Research Background | 第20-21页 |
| 1.2 Research Purpose and Significance | 第21-25页 |
| 1.3 Research Methodology | 第25-26页 |
| 1.4 Research Framework | 第26-28页 |
| Chapter II Literature Review | 第28-48页 |
| 2.1 Fundamental Concepts | 第28-35页 |
| 2.1.1 The Definition of Brands | 第28-30页 |
| 2.1.2 Brand Connotation of Accounting Firms | 第30-33页 |
| 2.1.3 Brand Elements of Accounting Firms | 第33-35页 |
| 2.2 Basic Theories of Brand Construction | 第35-40页 |
| 2.2.1 Brand Assets | 第35-37页 |
| 2.2.2 Brand Differentiation | 第37-38页 |
| 2.2.3 Brand Value Chain | 第38-39页 |
| 2.2.4 Brand Positioning | 第39-40页 |
| 2.3 Literature Reviews on The Service Brand Construction | 第40-45页 |
| 2.4 Research Review | 第45-48页 |
| 2.4.1 The Flaws of Theories | 第45-46页 |
| 2.4.2 Improvement Tentative Plan | 第46-48页 |
| Chapter III Case Description | 第48-65页 |
| 3.1 Introduction to the ZZ Certified Public Accountants | 第48-59页 |
| 3.1.1 Service Scope and Qualification of ZZ Certified Public Accountants | 第48-49页 |
| 3.1.2 Organizational Structure of ZZ Certified Public Accountants | 第49-50页 |
| 3.1.3 2012-2015 Financial Condition of ZZ Certified Public Accountants | 第50-51页 |
| 3.1.4 Ranking of ZZ Certified Public Accountants in the CPA Industry | 第51-59页 |
| 3.2 Current Practices of Brand Construction in ZZ Certified Public Accountants | 第59-65页 |
| 3.2.1 Manifesting the Core Value through Brand Positioning | 第59-60页 |
| 3.2.2 Exploring the Culture through Brand Connotation | 第60-61页 |
| 3.2.3 Emphasize on the Cultivation of Talents and Optimization of Talents Structure | 第61-63页 |
| 3.2.4 Construction of an Information Platform | 第63-64页 |
| 3.2.5 Sticking to the Guidance and Insurance of Quality | 第64-65页 |
| Chapter IV Case Analysis | 第65-80页 |
| 4.1 Current Situation of ZZ Certified Public Accountants Brand Construction -Based on the SWOT Analysis | 第65-73页 |
| 4.1.1 Internal Advantages | 第65-66页 |
| 4.1.2 Internal Disadvantages | 第66-67页 |
| 4.1.3 External Opportunities | 第67-70页 |
| 4.1.4 External Threats | 第70-71页 |
| 4.1.5 SWOT Analytics Strategy of Brand Construction | 第71-73页 |
| 4.2 Analysis on The Brand Building Path of ZZ Certified Public Accountants | 第73-75页 |
| 4.2.1 Analysis on the Proper Positioning of Brands | 第73页 |
| 4.2.2 analysis on the brand culture building | 第73-74页 |
| 4.2.3 Analysis on the Talented Team Building | 第74-75页 |
| 4.2.4 Analysis on the Construction of Information Platform | 第75页 |
| 4.2.5 Analysis on the Practice Quality Construction | 第75页 |
| 4.3 Empirical Analysis on the Evaluation Elements of ZZ Certified Public Accountants Brand Building | 第75-80页 |
| Chapter V Basic Suggestions | 第80-89页 |
| 5.1 Establishing Firm Foundation for Brand Development | 第80-81页 |
| 5.2 Attaching Equal Importance to Brand Internalization and Brand Externalization | 第81-82页 |
| 5.3 Refining Brand Spirit, Expliciting Brand Positioning | 第82-84页 |
| 5.4 Placing Brand Development at the Comprehensive Strategic Level of Accounting Firms | 第84-85页 |
| 5.5 Perfecting Organizational and Institutional System of Brand Management | 第85-86页 |
| 5.6 Policy Support of Industry Managing Department and Perfection of Brand Evaluation System | 第86-89页 |
| Chapter VI Conclusion and Research Prospects | 第89-94页 |
| 6.1 Conclusion | 第89-91页 |
| 6.2 Research limitations and Prospects | 第91-94页 |
| 6.2.1 Research limitations | 第91-92页 |
| 6.2.2 Prospects | 第92-94页 |
| REFERENCE | 第94-97页 |
