Research On The Development Strategy Of ZQ Accounting Firm

With China’s accession to WTO, the process of international accounting firmsenter into our country, meanwhile,because of government institutional reform, ourcountry uses deeds instead of the former system authorization towards theestablishment of the accounting firm and loosen the condition of entering market, allof these result in fierce competition of Chinese accounting firm market. According tostatistics, the total number of accounting firms in our country was8026by the end ofMarch2012, in which there are7816small and medium-sized firms, accounting for97.38%of the total number. That shows that our country’s small and medium firmshas absolute advantage in scale, but because of their poor professionalenvironment,uneven level and not sound internal control and some other questions,they have strived for survival and development in the margins of society for a longtime. How can small firms live in the fierce competition has drawn more and morepeople’s attention.The article selects the ZQ accounting firm as the research object. firstly, therelated theory of strategic management and strategic analysis tools are discussed, thenthe article uses PEST model, porter five model and SWOT analysis tools to analysisthe internal and external environment of ZQ accounting firm in detail.The resultshows that its own advantage and opportunities is greater than its weaknesses andthreats, and then the article sets and selects its development strategy, namely, marketpenetration strategy and specialization strategy, which based on the analysis and theactual situation. Finally, this article will elaborately discuss the strategicimplementation and control of ZQ company from the following aspects i.e., theoptimization of organizational structure, new business development, talent strategyand incentive mechanism, enterprise culture building, brand construction,internalcontrol system and the establishment of the strategic management.In strict accordance with the process of strategic management, the paper systematic analyse the internal and external environment in the development of ZQand discusses its development strategy as well, then the specific strategic analysisframework of domestic small and medium-sized accounting firms is put forwardaccordingly. A specific firm applies the integration framework, solving the practiceproblems of the integrated framework, which provides reference to small andmedium-sized accounting firms in China.