摘要
摘要
目前，我国传统资产评估业务随着评估机构数量的日益增加竞争日趋激烈，
尤其在大数据时代，线上估价软件已经导致传统评估服务收费日渐降低，各中
小评估机构面临着前所未有的发展瓶颈。中小评估机构如果想避免被同行业兼
并以及被其他跨界行业所吞噬，需要寻找新的方向，新的业务增长点和新的契
合点，若要在全新的时代面前脱颖而出，那么制定优良的企业内部管理体系，
精准的战略定位和审时度势未来的细分市场则显得尤为重要。
本文主要针对 CJ评估公司分析其发展战略，为公司的实际发展提供指导，
也为行业内其他类似企业提供一定借鉴。文章首先运用文献分析法整理课题需
要的文献资料，包括资产评估、评估企业等级、发展战略分析工具等，为论文
的后续研究提供理论依据。其次，根据 CJ评估公司的情况，利用波特五力模型
分析 CJ评估公司的行业竞争环境，同时运用 SWOT模型对 CJ评估公司的优势、
劣势、机会和威胁进行总结，制定了符合 CJ评估公司的发展战略目标和战略模
式，战略目标即在未来的一段时间内，实现业务收入每五年翻一番，成为深圳
市行业排名前三名的评估公司。战略方案即积极开拓评估新兴业务市场、积极
开拓评估新地域市场、积极开拓相关多元化业务市场。最后从组织、制度、人
力资源、数据库的建设等方面制定相应的战略实施保障措施。
关键词：资产评估；业务增长点；发展战略
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Abstract
ABSTRACT
At present, withthe increasing number of assessment agencies,China's
traditional assetsassessmentbusiness isbecoming increasinglycompetitive,
especially in the era of big data, online valuation software has led to the reduction of
traditional assessmentservice fees, andsmall andmedium-sized assessment
institutions arefacing unprecedenteddevelopment bottlenecks.If smalland
medium-sized assessment institutions want to avoid being swallowed up by mergers
in the same industry and other cross-border industries, they need to find new
directions, new business growth points and new points of convergence, if they want
to stand out in the face of a new era, then it is particularly important to formulate an
excellent internal management system, accurate strategic positioning and judge the
future market segment.
This articlemainly analyzes thedevelopment strategyof CJ Valuation
Company, provides guidance for the actual development of the company, and also
provides some reference for other similar enterprises in the industry. The paper first
uses the literature analysis method to sort out the literature required for the topic,
including asset evaluation, enterprise rating, development strategy analysis tools,
etc., to provide a theoretical basis for the follow-up research of the paper. Secondly,
according to the situation of CJ evaluation company, the Porter five force model is
used to analyze the industry competitive environment of CJ evaluation company,
and at the same time, the SWOT model is used to summarize the advantages,
disadvantages, opportunities and threats of CJ evaluation company, and the strategic
goal is formulated in line with the strategic objectives and strategic models of CJ
evaluation company, which is to achieve business revenue doubling every five years
in the next period of time and become the top three evaluation companies in
Shenzhen industry. The strategic plan is to actively explore and evaluate emerging
business markets, actively explore and evaluate new regional markets, and actively
explore relevant diversified business markets. Finally, from the organization, system,
II
Abstract
human resources, database construction and other aspects of the formulation of
corresponding strategies to implement safeguard measures.
Key word s: assets appraisal; business growth points; development strategy
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