Investigation On The Performance Management System Of Qingdao Morning News Based On Balanced Scorecard

Qingdao Morning News is a newspaper concentrated on the city life of Qingdao. Since its existence as a common newspeper 11 years ago, it has become a major newspaper in Qingdao. Since 1999, the environment of media indurstry in Qingdao has changed deeply,and Qingdao Morning News is now facing unparelled challenges from the fierce competition among newspapers. Its marketing occupation has declined a lot and thecirculation has fallen to the second from the first place.The disadvantage of its performance management has controlled the New-spaper to make full use of its advantages in resource. Admittion of the performance management system based on Balanced Score Card is cr-ucial to the resolution of the abovementioned problem. On the basis of the analysis on the cometition environment of media indurstry in Qingdao,this thesis puts forward the strategy of competition and the disadvantages of the present mamagement system, especially the the p-erformance measurement system of Qingdao Morning News. More over, th-is thesisicle gives some advice on how to improve the environment of performance measurement and introduces Balanced Score Card to the me-asurement of the whole enterprise, and its deparments and working st-uff.The thesis is based on investigation on theory documents and case an-alyses,trying to summerize the results of the present theory investi-gation and the analyses of the enterprises that have applied BSC. At the same time, the author tries brainstorm, inviting editors and rep-orters to overview the KPI of Qingdao Morning News.The thesis tries to use theories of performance management to put forward a resolution of the disadvantages of the present performance ma-nagement system of Qingdao Morning News, introduce the BSC system , and establish a practical BSC system based on the KPI of Qingdao Morning News.