Research On The Development Strategy Of Jilin Zhengxin Accounting Firm

The epidemic’s deleterious effect on economic growth over the past three years has posed unprecedented difficulties to today’s small and medium-sized businesses.To ensure the sustained expansion of these enterprises,they must not only tackle intricate and disorganized issues,but also adjust to the unpredictability of the environment.The success of small and medium-sized enterprises hinges upon their corporate strategy,which is a fundamental element in the fiercely competitive economic landscape.As a small and medium-sized accounting firm,Jilin Zhengxin Certified Public Accountants Co.,Ltd.is actively participating in the competition among top domestic accounting firms.Faced with the rapidly changing social economy and increasingly fierce competitive environment,Jilin Zhengxin has exposed a series of problems,including insufficient competitiveness,gradual decline in market share,and declining business rankings.Therefore,how to respond to these changes has become a top priority for Jilin Zhengxin.By applying the PEST model,Porter’s Five Forces model,SWOT analysis model,and SPACE strategy matrix,it is possible to comprehensively analyze the macroeconomic status,industrial competitiveness,internal potential,shortcomings,and potential external opportunities and challenges of Jilin Zhengxin Certified Public Accountants.Based on this information,strategies suitable for the company are proposed to achieve its future development vision.After a comprehensive analysis of Jilin Zhengxin’s own situation and external environment,combined with qualitative and quantitative analysis,it is recommended that the enterprise determine the relevant diversification strategy as the core development strategy of the company,rely on existing internal resources,actively expand non authentication business,and enhance the competitiveness of the enterprise.In the implementation of the strategy,it is necessary to communicate with customers well,explore the diversified needs of existing customers,and expand non authentication business;At the same time,actively participate in various project bidding,expand customer base,and focus on developing non-profit customer business;Establish and develop a marketing system,establish a brand image,and use the brand to drive business growth.In order to effectively implement our strategy,we will focus on four aspects: organizational support,human resource management,institutional norms,and corporate culture.This study can bring new development opportunities to the modern business management model of Jilin Zhengxin Certified Public Accountants.In addition,based on empirical analysis of small and medium-sized accounting firms,we have proposed some feasible development strategies and provided useful suggestions for the sustainable development of these institutions.