Shenzhen TW Certified Public Accountants Strategies Research

Along with the rapid development of Chinese market and economic, CPA (certifiedpublic accountant) plays a more important role in economic development. After the No.56document (2009) of Office of the state council released, the public accounting firmsexperienced new developing opportunities and competitive challenges in industries.Therefore, for small-medium public accounting firms, how to research, design and deployeffective strategies is one of important issues need to be considered seriously.This paper takes Shenzhen TW public accounting firm as a research object in this study.First, this paper profiled the external environment of Shenzhen TW public accounting firmby PEST analysis method and Porter’s five force model. Secondly, it analyzed the internalresources, capabilities and core competitive of this firm with resource method and corecompetitive standard model. Meanwhile, the writer evaluate both external and internalenvironment through factor evaluation matrix. Finally, with the tool of SWOT, the writercompleted the choices matching of different strategies and proposed the overall strategies,competitive strategies, functional strategies and deployment suggestions for the firm in thefuture.This paper believed that TW public account firm could apply growing strategy withgood reputation in clients and the advantage of founder’s social influences to focus ontheir specialist in the future. With the policy opportunities, this firm could focus on the taxmanagement and consulting business and build a whole industrial chain for furtherdevelopment. Specially, it could pose their full strength on the finance, accounting,taxation, audit and management services in the firm’s setting up, operation, investment,merger, restructuring, evaluating and clear up business.For achieving above targets, the accounting firm should restructure their businessstructure from individual ownership to limited partnership and transfer their business to evaluation、taxation and cost consulting. Also, the firm should apply brand strategy,marketing strategy and human resources strategy fully in their management process andstrategy designing.