Research On Development Strategy Of ZS Accounting Firm

With the opening of accounting services market,International accounting firms enter China by virtue of its great strength have posed a great threat on local accounting firms. In response to this situation, the Chinese govemment and the association of Chartered Certified Accountants have issued a series of Policies to promote the local accounting firm to do much better and to strengthen competitiveness of the accounting industrial. With the establishing of Zhongrui Yuehua accounting firm on January 16th. 2008,which is the largest local accounting firm of China at present ,a lot of big accounting firms have been integrated . Under the strategic guidance of being bigger and stronger in the industry, the domestic large accounting firms have changed positively both in income level and the brand after several years of anneal and development .ZS accounting firm ranked the top five in local accounting firm comprehensive evaluation Information by CICPA released before 2006. With the merger boom of the local firms,ZS accounting firm appeared downward trend in the rankings.Although ZS accounting firm which had also adopted a "powerful combination" in 2007 and 2008 has achieved remarkable results, in contrast with the other top 10 accounting firms, ZS accounting firm has shown a slow pace, sliding by ranked from 8th in 2007 to 10th In 2009.So,for ZS itself ,the pressing matter of the moment is to make their own future development strategies according with its own situation.Starting with discussion of ZS Accounting firm development status and problems, analyzing the developmental situation and the competitive environment of the ZS Accounting Firms,together with an explicit comparison of opportunities,threats, advantages and disadvantages,the paper provides the correct development Strategies based on porter's five forces model and SWOT analysis and the comparative analysis methods of TZ accounting firm,Finally,the development of ZS Accounting Firm raised six points to implement the development strategies,that is,to speed up post-merger integration,to improve the governance structure and internal management, to implement talent strategy,to strengthen the brand strategy,to exploit multiplication business and to establish positive corporate culture.