The Research On Development Strategy Of Hunan Guanglian Accounting Firm

HuNanGuangLian Accounting Firm is a professional agency engaged in accounting,auditing,taxation.Certified public accountants for our country's construction of socialist market economy with huge accounting information service.At present,the public accounting firms are on rising,and the competition among them is becoming more and more fierce.Surrounded by large multinational and domestic accounting firms,the practice field of small and medium-sized accounting firm practice is force to be narrow,the competition with low price to be ill-formed,the homogeneity with same standard to be serious,therefore survival becomes more difficult.HuNanGuangLian Accounting Firm is an agent engaging in accounting,auditing,taxation and other professional services.In face of today's complex and changeable external environment,the accounting firm needs develop a new strategy as breakthrough to play their own advantages and overcome their own weaknesses.I think it is a representative of the small and medium-sized accounting firm in hunan;the opportunities and challenges it met just are similar to those of this kind of firms.Taking GuangLian accounting firm as a example for research has reference significance to the development of the similar small and medium-sized accounting firms.Based on research on GuangLian accounting firm,this paper first introduces tis background and general profession situation,summarizes its management theory,expounds its basic situation,using PEST and Porter Five Models to analyze its external environment;Then apply SWOT analysis method to investigate its advantages and disadvantages in facing the opportunities and challenges when developing.At the same time,do deep and further research on the current situation,development strategy and achievement of the same-type accounting firms as GuangLian.Finally,combining GuangLian's characteristics,the paper determines its strategic matching,which is based on the special service and differential strategy,furthermore,Then give the specific implementation strategies from four aspects,such as improvement of service on with high and special quality,development of differential market,enhancement of brand value and advancement of marketing measure.Moreover,the paper modifies strategy safeguard measures and predicts the effect of development strategy.Based on relevant theory of strategy management,the thesis puts forward the strategy orientation and specific implementation,combining the theoretical and pratical analysis with statistics analytical tools.The study posseses practical operability,fine integrity on special supporting measure,and also has certain reference value for the other medium accounting firm.