Research On Development Strategy Of Small And Medium-sized Accounting Firm In Beijing

The system of certified public accountants recovered in our country since 1980,after 30 years efforts,the industry get rapid development and play an important role in promoting socialist economic system.The system of Chinese certified public accountants management information shows that until December 31,2015,there are national total of 8374.Obviously,the development is rapidly,from 140 in 1992 to 8374 now? As of December 31,2015,there are certified public accountant 101376 people,the industry are developing to mature.However we also can't be ignored,there are drawbacks in many ways because the Chinese certified public accountants industry started relatively late.For example,the practice level of small and medium-sized accounting firm is low,the lack of core competitive ability,imperfect internal governance,internal control is not perfect,personnel loss phenomenon problems is obvious.All of this will block the development of small and medium-sized accounting firms.The article select the Dong Fang accounting firms as for example based on the small and medium-sized accounting firm in Beijing as the research object,.First of all,the article introduce the influence factors of competitiveness and define the small and medium-sized accounting firms from the concept,and presents the development of the theory of strategic management stage.It introduces the PEST,Michael Porter's Five Forces Model and SWOT analysis as three kinds of tools at the same time and introduces the relevant theories of strategic analysis.Then it introduces the background and the problems in the process of development of the Dong Fang accounting firm.Thirdly it makes the strategic analysis and selects suitable differentiation strategy and market penetration strategy through the macro,meson and micro three aspects and make a strategic choice for the Dong Fang accounting firms.It also provides for the development of small and medium-sized accounting firm in Beijing.