An Application Research On Using Balanced Scorecard In State-owned Professional Exhibition Company

Balanced Scorecard (BSC) has been widely used in North American and European companies and also got well effect for its scientific and advanced method on performance measurement and strategy management from its born. In recent years, many scholars and specialists of Chinese Mainland have begun to introduce BSC to Chinese companies, but there are few of application case studies. Therefore research on how to grasp the soul of BSC and how to build and use BSC in practice is still the blank point.Known as "green industry" and "smokeless work", conference and exhibition industry has grown continuously with the process of globalization, obtaining both economic and social benefit. Taking Shanghai, the leader of Chinese economy, as an example, the number of exhibitions per year has increased at the speed of 15% to 20% for nearly 10 years, surpassing the speed of GDP's growth. Shanghai's World Expo bid success provides an unprecedented opportunity for the development of Chinese conference and exhibition industry. While, compared to some western countries, there are still lots of problems should be resolved in order to develop Chinese conference and exhibition industry. As the core of the exhibition organization, the professional exhibition company, especially the state-owned professional exhibition company, should change the management approach radically to reply the competition and catch the opportunity. The research on the conference and exhibition industry and the state-owned professional exhibition company made by domestic specialists are mostly based on the view of macro-scope and the whole industry, while the research on performance measurement and strategy management of micro-scope and individual company is rare.The object of this thesis is to explore and use BSC in the state-owned professional exhibition company, then to demonstrate whether BSC is applicable in the state-owned professional exhibition company, whether BSC is helpful for implementing strategy and whether BSC is effective for measuring performance. It will provide some practical experience for the state-owned professional exhibition company to import advanced approach on performance measurement and strategy management.This thesis begins with the desk study on analyzing the present approach of performance measurement in the state-owned professional exhibition company. Then it summarizes the key problem to emphasize the importance of building a special performance measurement approach for the state-owned professional exhibitioncompany. Afterwards, guided by the principle and soul of BSC and combined with the experience of using BSC in foreign companies, it analyzes the prerequisite and the feasibility of using BSC in the state-owned professional exhibition company. It also chooses a typical state-owned professional exhibition company, SIEC, to do case study, involving in establishing mission, vision and strategy for the company, building a special BSC with five perspectives including finance, customer, supplier, internal process and learning and growth perspective, linking the BSC with the traditional management system to exert its function of performance measurement and strategy management. Finally, it makes an analysis and research on the application result.Based on the application research, this thesis comes to a conclusion that BSC is applicable in the state-owned professional exhibition company. It also puts forward some method and advice for the application of BSC.