Promote the training mode of real estate professionals and adjust the new urbanization strategy.

Promoting the training mode of real estate professionals and the strategic adjustment of new urbanization

It puts forward requirements for the transformation and upgrading of the real estate industry, and needs a talent team and training system that is suitable for it. With the increasingly fierce competition in the real estate market, the contradiction between supply and demand of talents is prominent. On the one hand, there is a shortage of senior real estate managers, and more and more projects need to introduce high-level innovative talents in development concepts, financing risk control, construction management, post-service and so on. On the other hand, there are a large number of college and undergraduate graduates majoring in real estate, so it is difficult to find suitable jobs, and it has been the "most difficult employment season" for several years in a row. To solve the imbalance between supply and demand of real estate talents, we need to understand the demand characteristics of the real estate industry for talents, promote the adjustment of the training mode of real estate professionals in colleges and universities, and meet the challenge of the "new normal" of the real estate market.

First, the characteristics of talent demand of real estate enterprises in the transition period

Real estate development is a systematic project, including pre-financing, feasibility study, land requisition, project planning, construction, project marketing, completion delivery and property management. Its business involves a long value chain and needs a wide range of professionals. From the demand point of view, the types of talents recruited by real estate enterprises can be divided into finance, planning management, engineering technology, marketing services and so on. In practice, real estate enterprises take projects as units, and each project team needs the above talents. Different professional knowledge needs to be effectively integrated and connected to form "usable" and "useful" talents.

1. Comprehensive characteristics From the perspective of industry characteristics, the real estate industry is closely related to macro-economy and urban economy. Real estate projects need to cope with the impact of macroeconomic fluctuations and real estate regulation. The project team needs to grasp the macroeconomic trend and the demand characteristics of the real estate market, and reasonably determine the project positioning to reduce the subsequent sales risk. From the development process, enterprises need to communicate and cooperate effectively with many government functional departments and various professional companies, and the project team faces a number of approval businesses related to government departments. For example, in the stage of land expropriation, it is necessary to master the relevant knowledge such as land use system, transfer system and transfer of right to use, and clarify the constraints of land planning conditions; In the stage of planning approval, it is necessary to master the knowledge of urban planning, project planning and project evaluation, and it requires high comprehensive knowledge and communication skills. At present, the talent management and training scheme of real estate enterprises is basically a process from training, job rotation to full-time job, and new employees need to fully understand the process and characteristics of real estate projects. Real estate projects require high comprehensive knowledge mastery and application ability, while college graduates have a narrow knowledge range, which is difficult to meet the needs of real estate projects. Small and medium-sized real estate enterprises are usually unwilling to bear the cost of personnel training and often choose people with work experience. Some real estate enterprises prefer to recruit employees with government working background, who usually have rich comprehensive knowledge and strong communication skills.

2. Real estate projects with regional characteristics are greatly influenced by the natural environment and social customs of the city. The project is rooted in the region, and the project positioning cannot be separated from the region. The project team's understanding of cities, regions and sectors determines the height of project positioning. In the process of rapid urbanization, the spatial form of urban areas is in the process of rapid change, forming a unique plate residential culture, which affects people's housing consumption psychology in specific areas. Housing consumers choose a project, but also a region and lifestyle. The characteristics of region and plate largely determine the product type. Because the formation and evolution of real estate regions and plates is the result of urban history, urban planning, housing demand and other factors. In the process of enterprise development, regionality is an important feature, and the project team needs to have a deep understanding of cities, regions and sectors, which is exactly what graduates lack most.

3. Financialization Characteristics From the development trend of foreign real estate industry, the main business of real estate enterprises has experienced the process of changing from development and construction to asset management and financial services, and the characteristics of real estate as a financial asset have been vividly demonstrated in developed countries. The real estate industry in China is undergoing rapid changes. Project financing, risk control, asset management and disposal have increasingly obvious impacts on enterprises, and real estate enterprises have begun to set foot in the fields of finance and asset management. At present, large real estate enterprises such as Gemdale, Vanke, Greenland, Greentown and Binjiang have set foot in the financial field by setting up real estate trust funds, industrial funds or shareholding banks, and the trend of financialization of real estate enterprises is obvious. Financialization is also the inevitable product of the development of the real estate industry to a certain stage. Higher education systems in developed countries usually incorporate real estate majors into finance and finance disciplines under business schools, and attach importance to students' teaching of real estate finance and financial knowledge. Integration, regionalization and financialization are the characteristics of real estate management in the stage of rapid urbanization. These characteristics pose a challenge to the training mode of real estate professionals, and colleges and universities need to adjust the discipline system, teaching methods and training methods in time to promote the balance between supply and demand of talents.

Second, the problems existing in the training mode of real estate specialty in colleges and universities

In China's higher education system, the major of real estate management and management was influenced by the adjustment of 1998 and merged into the major of engineering management, resulting in a talent training gap. In recent years, with the rise of the real estate industry, the junior college, undergraduate and postgraduate education of real estate specialty has developed rapidly. Due to the limitation of major setting in colleges and universities and the difference of academic background, the situation of real estate education in China is complex, with different academic backgrounds and uneven levels, and it is difficult for students to adapt to the requirements of the industry for comprehensiveness, regionalism and financialization.

1. The discipline system is scattered and lacks systematicness and completeness. Colleges and universities set up corresponding real estate majors, relying on first-class disciplines including business administration, management science and engineering, and applied economics. Most real estate majors are based on business administration and applied economics, and the courses are mainly economic management. Key courses include real estate economics, urban economics, real estate development and management, land economics, real estate valuation and so on. Engineering management is based on industrial engineering or civil engineering specialty, closely integrated with civil engineering and project management discipline system, and emphasizes engineering education. The main courses are construction engineering, project management and project cost. In addition, some colleges and universities set up real estate-related majors relying on land resource management. Due to different subject bases and disciplines, students' professional bases and knowledge structures are quite different. The difference between curriculum system and knowledge specialty leads to great differences in students' professional knowledge and professional ability. The differences and irregularities in the curriculum system have a great influence on the quality of cultivating students, and also bring confusion to the recruitment of talents in real estate enterprises. Therefore, compared with mature majors, the discipline system of real estate major still has the problems of "scattered, chaotic and weak foundation".

2. The professional education system is out of touch with the market demand. As a highly applied major, whether the real estate major can be fully combined with practice directly affects the quality and ability of graduates. At present, the mismatch between real estate professional education and market demand is more prominent, mainly in two aspects. First of all, the knowledge in textbooks and books can't meet the development needs of real estate theory and practice. The current curriculum system is seriously out of touch with the practice of the rapid development of the real estate industry, and some teaching materials follow the last century version, with outdated content and knowledge, which is difficult to apply in reality. However, the textbooks imported from abroad are also out of touch with domestic practice. Secondly, real estate teachers are out of touch with practice. Because China's land and real estate market is in the stage of system transformation, industry rise and market development, the speed of system transformation and market development is relatively fast, while college teachers have been unable to keep up with the pace of industry development in theory and practice, and their own knowledge system is slowly updated, which cannot meet the market demand.

3. The key to cultivating students who are "useful" to real estate lies in how to closely integrate with industry, market and enterprises. Judging from the training mode of real estate specialty in domestic universities, the mainstream training mode is still based on traditional subject teaching, and the emphasis on curriculum practice and graduation practice is not high. On the one hand, traditional teaching methods are difficult to arouse students' interest, on the other hand, it is difficult to meet the needs of enterprises. It has become an inevitable trend to organically combine the course teaching and practice teaching of real estate specialty and promote the transformation of training mode from "passive" to "active" to adapt to market changes.

Third, suggestions to promote the adjustment of the training mode of real estate professionals.

1. Set up real estate specialty independently, and consolidate the basic system of efficient personnel training. The role and position of the real estate industry in the national economy are increasingly prominent, and the demand scale of real estate professionals will maintain a high level in a certain period of time. It is necessary to form an independent real estate specialty setting and training system in China by learning from the real estate specialty training modes of developed countries or regions such as the United States, Britain, Singapore and Hong Kong. At present, it is feasible to set up real estate specialty independently under the science and engineering of business administration and management, and form an education system of undergraduate, master and doctor. At the same time, corresponding professional masters are set up to form two training systems: academic and professional. Setting up relevant real estate majors at the national level and unifying the discipline caliber and curriculum system will help to relatively standardize and improve the training mode of real estate professionals. In addition, with the rapid changes in the real estate industry, the demand type, demand structure and demand scale for talents are also changing rapidly. The cultivation of real estate professionals and the curriculum system must adapt to it in order to develop, and the curriculum and direction setting need to keep pace with the times.

2. Realize the integration of teaching and practice, and cultivate high-quality and useful professionals. Although colleges and universities pay more attention to cultivating students' practical ability, they have set up corresponding practical training links in the discipline system. But from the current practice, there is still a long way to go between teaching and practice. Applied courses such as real estate economics and real estate investment in British real estate education system require students to choose a real estate project in the corresponding direction and participate in the operation process of the project on the spot. Students majoring in real estate in China, Hong Kong and Singapore are required to study abroad for a certain number of weeks in order to cultivate a global perspective. When considering the cultivation of real estate specialty, domestic colleges and universities should also cultivate the practical ability of real estate professionals from both international and domestic perspectives. Internationally, in developed areas with conditions, summer international real estate summer camps are set up in training programs to conduct on-the-spot investigations on real estate markets and projects in specific foreign cities and broaden international horizons; From the domestic point of view, based on the curriculum, taking the actual project as a case, it is clear that the courses such as "real estate development, project cost and project management" are "teaching+practice" courses, and the practical training links of students are standardized.

3. Linking with industry qualification certification and exploring the road of education specialization, the Royal Institute of Chartered Surveyors and the Hong Kong Institute of Surveyors have been established in Britain and Hong Kong respectively. These associations and their professional certifications help to build a bridge between universities and enterprises. Through the certification of professional institutions, ensure that students meet the requirements of the industry and enterprises. Industry qualification certification improves the competitiveness of graduates and helps to clarify the direction of student training. At present, the domestic real estate specialty is in the stage of vigorous development, and standardization and specialization are the development trends in the next stage. Domestic real estate-related trade associations are also gradually emerging, such as China Real Estate Association and China shanghai real estate appraisers association. Paying full attention to the characteristics of the demand for talents in the development of domestic real estate industry, giving play to the bridge role of professional associations and promoting the combination of industry associations, enterprises and universities will help to cultivate real estate professionals with international competitiveness and meet the market demand.

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