Research On Development Strategy For Shanghai RuiXin Accounting Firm

Since the reform and opening up,the scale of China’s certified public accountants industry has continuously expanded,the scope of business has continuously expanded,and the strategy of becoming bigger and stronger has achieved results.The overall development of the industry is improving,playing an important role in maintaining the public interest and the order of the capital market,improving the quality of accounting information,and improving the efficiency of economic operation.However,while achieving achievements,there are also problems such as inadequate performance of the duties of "gatekeepers" of accounting firms,and insufficient industry supervision and law enforcement efforts.If these issues cannot be effectively addressed,they will restrict the further development of the industry.Firstly,this article takes Shanghai Rui Xin Accounting Firm as the research object and takes the development trend of the certified public accountant industry as the background to explore the development strategy of Shanghai Rui Xin Accounting Firm.Based on the analysis of the current development status of Shanghai Rui Xin Accounting Firm,it identifies the current problems of the firm,such as unclear development strategy goals,imperfect internal governance,single business structure,and insufficient brand building.It also analyzes the causes of the problems and believes that the causes of the problems lie in the lack of scientific strategic management system,inadequate implementation of internal management system,slow development of non Assurance services,and lack of brand culture awareness.Secondly,the PEST model is used to analyze the macro environment of Shanghai Rui Xin Accounting Firm,including politics,economy,social culture,technology,etc;Analyze the industry environment in which Shanghai Rui Xin Accounting Firm operates using the Porter Five Forces model;On the basis of objectively evaluating the internal resource capacity of the firm,the SWOT model is used to comprehensively analyze the firm’s strengths,weaknesses,opportunities,and threats.Ultimately,it is judged that Shanghai Rui Xin Accounting Firm should fully leverage its own advantages and seize industry development opportunities,that is,Shanghai Rui Xin Accounting Firm is suitable for choosing an SO growth strategy.Finally,in order to promote the implementation of the development strategy of Shanghai Rui Xin Accounting Firm,this article proposes that the firm should expand its non assurance business and comply with the trend of international development;Improve the quality of practice and enhance the level of specialization;Strengthen internal governance and optimize quality control processes;Improve the current situation of professional talent loss;Efforts will be made to optimize and adjust the establishment of the firm’s brand culture and other aspects,proposing relevant guarantee measures for the implementation of supporting development strategies,including organizational system guarantee,human resource guarantee,technical guarantee,and cultural guarantee,in order to transform Shanghai Rui Xin Accounting Firm’s disadvantages into advantages and help the firm achieve long-term development.