企业外部会计公共关系探讨

企业外部会计公共关系探讨
 
摘要：在社会主义市场经济条件下，会计要处理好与投资者、债权人、客户、政府机关之间的关系，以赢得他们的支持和合作，也离不开会计公共关系；在经济全球化形势下，企业面临更加复杂的国际化的会计关系，同样离不开会计公共关系理论的指导。本文基于以上需要，在借鉴了国内外现有研究成果的基础上，结合我国会计工作的实际情况，对企业外部会计公共关系展开研究。本文首先论述了企业外部会计公共关系的重要性，接着论述了企业外部会计公共关系系统的特征，最后论述了企业外部会计公共关系的基本要求与措施。
关键词：企业外部会计公共关系；会计公众；会计形象

Enterprise exterior accountant public relation discussion
 
Abstract：Human society has entered the 21st century, Chinas socio-economic development is faced with new opportunities and challenges. Adapting to the changing situation and the needs of economic management, accounting conduct public relations activities, extensive communicating and coordinating with the various public accounting have become an inevitable choice. The old way of simply relying on interpersonal relationships to maintain the public accounting relationship can not meet the needs of the public and organizations. Accountants should properly handle the relationship with investors, creditors, customers and government agencies, in order to win their support and cooperation. Accountant is also inseparable from public relations; in the situation of economic globalization, enterprises are facing more complex and international accounting, and can not be separated from the theory guidance to accounting public relations as well. Based on the above, the author draw on the results of existing research, combine Chinese accounting actual conditions, use the method of standardized research and empirical study, then firstly discuss the importance of external accounting public relations, after that discuss this system’s features, finally, expound the basic requirements and measures.

Key words：Enterprise exterior accountant public relation; Accountant public; Accountant the image