Strategic Management Accounting Applications In Hongtong Ltd. Co.

Strategy Management Accounting(SMA)is a new pattern of accounting serving for strategy compare,strategy selection and strategy planning.SMA generated with Management accounting continual expanding and infiltrating in strategy management field.SMA can use special methods to provide information of external market, competitors and enterprises themselves.Through analysis,compare and selection, SMA helps business management level formulate and implement strategy planning and finally obtain competitive advantages.SMA is an effective method of carrying out strategy planning.It's only a short time since SMA developed in China and thus its practical application scope is not broad.At present,SMA application analysis mainly concentrates on the bank industry but is very limited on in the automobile industry. Moreover,SMA application analysis is seldom on concrete competitor analysis and internal strength and weakness analysis.In domestic automobile service field,SMA application is nearly blank,which provide much research space for accounting scholars.This article first concisely introduction the background of topic selection and the history of SMA research and application development in domestic and overseas and then elaborates SMA common application methods which provide general theory support for following chapters.Second,this article makes use of enterprise environment analysis,competitor analysis and SWOT analysis and analyzes Hongtong company's strength and weakness,development opportunities and threats in details.Third,this article subdivides present automobile market and select goal market for Hongtong Company according to SWOT analysis.Last,pointing to goal market,this article defines orientation and selects competition strategy for Hongtong Company.