Research On Strategy Of Sustainable Development Of Medium And Small-sized Accounting Firms

In recent years, China’s accounting market is gradually opening up, the internationalaccounting firms in China are expanding rapidly and expanding the business areas. Theindustry regulators and relevant government departments develop a series of bigger andstronger measures in order to enhance our market competitiveness. But our small andmedium sized accounting firm due to small size, fewer personnel, organizational structureand other characteristics of a single, unable to effectively implement the relevant measures,which lead to the slow development of China’s small and medium sized accounting firm.In view of SMES as to promote economic development and the main structure of the marketeconomy, whose auditing, capital verification and other assurance services provided mainlyby small and medium sized accounting firms, so small and medium sized accounting firmsin China still need development. The research focus in this article is to find effectivemeasures to promote sustainable development of small and medium sized accounting firms.Firstly, to determine the strategic objectives of sustainable development throughcomparative analysis of various types of accounting firms: to enhance the core comparativeresource personnel and customers. Secondly, to analyze the external competitiveenvironment through the “Five Forces” model modified and to analyze the internalresources by using the SWOT matrix model in order to determine the basic comparativestrategy. At last, the paper discuss as implementation of the basic strategy mainlyconsidering the following dimensions: customer relationship management, human resourcestraining,,branding resources construction. All the efforts put in this article are expected tobe of referential help to the long-term development of small and medium sized accountingfirms in China.