Research On Theory & Application Of Strategic Management Based On Balanced Scorecard

In order to survive in the increasingly fierce marketing competition and try to get perpetual business and development, corporations actively make corporation strategy based on the Sustained Competitive Advantages. However, in most time, these strategies have no effects, because of the lack of execution. This thesis aims to help corporations implement the execution of strategies based on a complete and effective management structure developed from the strategic map and the balanced scorecard.Starting from the making, execution, and adjustment of strategies, this thesis introduces the strategic map. The strategic map describes the corporation strategy in four aspects—finance, customer, internal procedure and study and grow-up. These four aspects are tied up by cause-effect relations. First, financial result cannot turn into effect. Second, internal procedures create and convey customer value proposition which describe how to create sales and loyalty of target customers. Then, invisible assets which support internal procedure provide bases for strategies.Based on the corporation strategies, the balanced scorecard measures and makes sure corporation strategies get complete execution through research 20 to 30 indexes. The author uses two successful cases to prove its reality and introduce successful experience. Meanwhile, the author also points out that its defects and aspects need to pay attention in China.