Study On The Development Strategy Of Shanghai's Real Estate Appraisal Industry

It is nearly 20 years since the start of real estate appraisal certification in 1988. , The Shanghai Real Estate Appraisers Association also celebrated her 10th anniversary in January 2007. Since the turn of the century, Shanghai has made great achievements in the real estate appraisal industry, when the size of the market enlarged, the number of valuers increased, and the competitiveness improved greatly. But on the other side, the industry has also witnessed the negative trends in competition, admministraion and reputation. Since the industry's sustainable development has been badlly hurted, the research on strategy management will play an important role to recover it.In November 2005, Shanghai Real Estate Appraisers Association commissioned Prof. Shi of Tongji University as teamleader to start the study on the development strategy of the industry. This paper is the subject of the main research results. Afer a series of investigations, the author makes a detailed analysis of the external and internal environment of Shanghai's appraisal industry, as well as the strengthes, weaknesses, opportunities and threats. The author also provides a strategic vision with an objective system, and develops six strategic guidlines. This paper holds that it's critical to focus on two key variables: the good governance of the Association as an internal variable and the policy opportunities and challenges as the external. Based on the above insight, CCKICC, which means Competence, Credibility, Knowledge Management, Innovation, Cultivation and Coopetition, is designed to take the strategic vision and objectives into effect. At the end of the paper, the author stresses the necessity of the Association to improve governance, to enhance resource supportance and to control the implementation dynamically. Obviously, the industrial strategy management model is a dynamic system.