The Analysis On The Competitive Strategy Of R&F Consulting Co., Ltd.

The number of small and medium enterprises accounts for about99%of Chinese enterprises, and most of them belong to small ones. Influenced by the scale of the enterprises, cost saving and talent shortage, bookkeeping agency is suitable for the alternative solution as the accounting.The industry of bookkeeping agency has a broad market demand. But because the development time is relatively short, relevant laws and regulations are not very sound, industry supervision is weak, the average quality of employees is not high, the industry competition is in disorder and etc, all these make the small and micro bookkeeping companies to face with difficult development problems.After2006, with the improvement of opening to the outside world, small and medium enterprises with foreign investment poured into Xiamen. When the local bookkeeping companies still scrambled for domestic customers, the world famous financial consulting companies and some other overseas consulting companies had entered Xiamen in recent years. The industry of bookkeeping agency is faced with much stronger market competition. How to understand the market environment, find the market position and take effective competitive strategy, which will be important issues facing most Xiamen local bookkeeping companies.With the case of R&F Consulting Co., Ltd., this paper shows the competitive environment of Xiamen industry of bookkeeping agency and the strength, weakness, opportunity and threat of R&F. Then it puts forward the suitable competitive strategy for R&F and some suggestions for the strategy implementation.First of all, the paper gives a brief description on the background and significance of this study, the research ideas and its framework. And then it expounds the theory and key analysis tools of Porter’s competitive strategy.Secondly, Porter’s Five Forces Model and SWOT theory is separately used for the analysis on the external and internal environment of R&F.Thirdly, according to the Porter’s theory, this paper analyzes the feasibility of Three Basic Competitive Strategies and ultimately to adopt the Differentiation Focus Strategy at the present stage.Finally, this paper shows us the implementation advice of the Differentiation Focus Strategy with the illustration of marketing promotion and talent strategy.