A Study On Environment And Strategic Choice Of Real Estate Agency In China

In 2005, Government established a series of policies to regulate and control the development of the real estate industry, making it become more rational and promoting the real estate agency into maturity. Now, real estate agency has to make strategic choice to succeed in the future.After analyzing the evolution and environment of real estate agency in China, this paper studies its development trend and market structure, indicating that generalist and specialist are two orientations. Agency must choose right strategies to become one of them and make success.Preface introduces the background, frame, quoted theory, way of study and innovation of this paper.Chapter two starts with the concept of agency, comprehensively introduced the definition, characteristics, function, value chain and operational mode of real estate agency.Chapter three summarizes the evolution history and development trend of real estate agency. Firstly, taking Shanghai as an example and using 'Life Cycle' to review its history. Then, analyzing the competition situation with the help of '5 forces' model. At last, analyzing the influence factor and proposing its development trend.Chapter four starts with the necessities of strategic choice of real estate agency by combining its evolution history and 'Life Cycle'. Then, using 'the Rule of Three' to study its market structure and summarize that generalist and specialist are two orientations. On the basis of that, this paper analyzes the orientation and corresponding strategic choice of different real estate agency. What's more, the key success factors of real estate agency are summarized and proposed.