The Rearch On Development Strategy Of Tianyinghe Accounting Firm In Hunan

Since 2009,the General Office of the State Council issued Document No.56("The Notice of a Number of Opinions about Accelerating the Development of China’s Certified Public Accountants"),the accounting firms have slated in a new opportunity for development,the quantity of local accounting firm have increased dramatically,the industry competition also have been even more intense.However,the development of CPA firm in China only has been around just for more than two decades,which is still in the initial stage of the CPA industry.There are still some problems in CPA industry,such as the small scale of CPA firms,the weak competitiveness,the lack of professional competence,the narrow field of practice,service market has not yet been fully developed and utilized,the status of industry and the domestic economic strength incompatible issues.As a regional small and medium-sized accounting firms,Tianyinghe CPA firm face the complex situation similarly in the process of development.Strategic management is the process of the overall management of the accounting firm’s business activities,which is a series of management decisions and actions of the accounting firm’s formulation and implementation strategy.This paper adopts the method of combining theory with practice to carry out strategic analysis and planning for the business development of Hunan Tianyinghe CPA firm.Through the PEST analysis,SWOT analysis and other tools to analyze the accounting firm internal conditions and the external environment of the various factors,trade-off comparison of all accounting firms business portfolio to determine the current major strategic position and competition in the future status.At the same time,making the development strategy planning for Hunan Tianyinghe accounting firm,and systematically evaluating the strategic content,in order to choose the best strategy.The development strategy of Hunan Tianyinghe accounting firm is planned.In the strategy introduction period,adopt the growth strategy of setting up competitive advantage with goal concentration,and focus on the audit financial project from government unit,expanding the local influence.In the strategic development period,carry out pioneering market diversification strategy based on the strategic alliances,strengthen cooperation with the law firm,tax advisory units,and stabilize strategic alliance,with mutual recommendation of customers.In the strategic maturity period,take the business diversification strategy for the purpose of market transfer,and transfer the company’s financial advisory,financial planning,internal risk control and other business for in-depth market development.And the system evaluation of strategic content is proceeded so as to choose the best one.Through the scientific analysis of its development environment and its own resources,making a scientific development strategy to guide the firm.The strategy can guide the firm to meet the requirements of a changing business environment and ensure the future health of the firm.The research has practical guiding significance of sustainable development for small accounting firms.