Study On Localization Strategy Of International Accounting Firms In China

Glocalization first appeared in the late 1980's,the main point under the background of globalization,products or services which are marketed with consideration of the local culture of the targeted markets,are more likely to succeed.For multinational companies,how they adapt to the host country's political,economic and cultural situations,are of great significance to success in overseas development.For the international accounting firm,in the rapid development of the local accounting firm and the circumstances of economic slowdown after the economic crisis,is a sharp decline in its brand and product advantage.In addition,recently the Ministry of Finance has also made new requirements for the local transformation system of sino-foreign cooperative accounting firm.In this situation,the formulation and implementation of the international accounting firm's localization strategy is critical to its future development.This paper firstly analyzes the accounting service industry,from the Product Type,Human Resources,Marketing and Brand Strategy.Then W accounting firm as the main research object,by using the theory of strategic management of the PEST analysis method,from the political environment,economic environment,social environment and technical environment four aspects analyze the external situation of W.It also analyzes the position,advantages and disadvantages of W accounting firm in the field of business income,business structure,and business distribution.At the same time,using the model of the Boston matrix analyze the internal situation of W.This paper then analyzes the problems and optimization suggestions in the localization strategy of W accounting firm.In this study it was found that under the background of rapid rise in domestic development,W,head of the international accounting firm faced local shortages.The business type was shortage,the brand was questioned,local leaders were shortage,customer resources were not rich enough to meet new challenges.Also in this paper,from business development and innovation,human resources strategy,marketing strategy as well as some suggestions on brand strategy in the localization of W international accounting firm.This article is aimed not only to other international firms seeking localization in China,but also for Chinese firms looking to reach global markets.