Research On The Specialized Development Strategy Of HY Accounting Firm

AS the largest emerging market and developing country, China has been the second in the world on economic output. With the further deepening of reform and opening up, Accounting firms also face at unprecedented opportunity in development. Chinese audit market completely open to international accounting firms after China’s entering to WTO. Many international accounting firms influx into Chinese market quickly, such as "Big Four" accounting firms, which bring tremendous impact to domestic accounting firms.Although a number of local accounting firms grow up in these years, there are still many problems in their growth. For example, most Chinese accounting firms are small-scale and narrow field. Many of them are incompatible in internal governance and operational mechanisms. The lack of high-end talent is also common for the firms. The exposure of "Enron event""Yinguangxia event" influent seriously social credibility of the accounting firm industry in recent years,This paper analyze the developing strategy of local accounting firm for better development in times of financial crisis, providing advices of innovation on business field, organization, marketing internal governance. This paper selected HY accounting firm as the representative sample of local accounting firms. Using SWOT analysis tools, analysis of the competitive environment and the survival and development of the status quo for its own characteristics, the paper ultimately determined the professional market segment strategy of HY accounting firm.In the last part, the paper focus on implementation of strategy, such as organizational structure optimization, marketing tactic, enhance audit quality and control, human resource management.This paper systematic analyze industry environment of HY accounting firm, study on competitive strategy based on analysis of resource and competitive capacity, hoping exploring a developing path of Chinese local accounting firm.