Study On Strategy Maps And Performance Evaluation Of Creative Enterprises

At the end of last century,creative economy began to rise in some developed countries and areas,as a new economic model,it has created much wealth and job opportunity.Creative economy became a hot issue among academia,but the current research on creative economy mainly focused on macroscopic or medium level,such as creative economy,creative cities,creative class and so on.There isn't much research on the creative enterprises,especially the issues of creative enterprises' performance valuation.In this thesis,we will research on the enterprises' performance valuation based on the theory of Balanced Scorecard,in order to offer some reference to the creative enterprises in the real world.Firstly,we introduce the definition and characteristic of creativity,creative economy and creative enterprises,briefly summarize the theory of performance valuation and Balanced Scorecard,and discuss the characteristic,choice and main issues of the creative enterprises' performance valuation.Secondly,we analyze the basic profit model of creative enterprises combining cases.Thirdly,we research the strategy key elements in the creative enterprises,and construct the general strategy maps of creative enterprises.And then,we design the performance measures system based on the strategy maps,and discuss two other issues,which are how to make quantitative analysis of creative capital and how to comprehensively value the creative enterprises' performance.At last,in order to apply our research conclusion, we study the case on the Tencent Company,where we design its strategy maps and performance measures system.The main innovation of this thesis is that we use the method combining theory and case study to research the topic of creative enterprises' performance valuation systematically.The main contribution in this thesis includes:①Creative enterprises should design the strategic performance valuation system based on the theory of Balanced Scorecard,not just limited to financial performance valuation system.They should pay more attention to the valuation of creative capital,internal processes, external customers and cooperation partner and so on.②The basic profit models of creative enterprises include three types,they separately base on creative content, channels and brands.③Creative enterprises' strategy maps should emphasize the R&D processes,the external cooperation processes and the creative capital which consists of creative people,information capital and organization capital.Creative capital is the basis of internal processes operation and realization of strategic objectives.④The performance measures system of creative enterprises should base on the general strategy maps,it always contains some measures such as social contribution,the number of customer,R&D input,average breakeven time(ABET), information capital readiness,organization capital readiness and so on.The creative enterprises can also apply Fuzzy Comprehensive Evaluation(FCE) to make quantitative valuation of creative capital and use Analytic Hierarchy Process(AHP) to evaluate weight coefficient for performance measures,and then value the creative enterprises' performance comprehensively.