Somewhere In Unicom Company Performance Evaluation System Optimization Research

With the increasingly fierce market competition of the new economicera, an enterprise should be aware of its development strategy, carry outa management system that measures the strategy and make sure itssuccessful implementation so as to raise the core competition ability ofthe enterprise. BSC, which is a tool for strategic planning andperformance appraisal, provides an important strategic managementpattern and helps the enterprise to implement its strategy and realizeits vision. After the3G license issue and a new round of telecommunicationrestructuring, China’s telecom industry has entered an essential phaseof intensive readjustment.If a telecom enterprise wants to establish itsunique competitive advantages and burst out a synergistic effect thatcannot be copied, it must have a clear development strategy, fast andordered resource integration and effective implementation. Performancemanagement, however, is the bridge linking the strategy, strategyimplementation and strategy appraisal, so a Unicom enterprise afterrestructuring is in urgent need to set up an all-round performanceappraisal system to back up the implementation of the strategy. Againstthis background, BSC is applied to the strategic management of theenterprise in order to coordinate the objectives of each level inconformity with the enterprise strategic objective and guide each levelto fulfill the enterprise strategy in a unified action.This paper, based on the theory of BSC, solves certain problems ofa Unicom company mainly through case studies, analyzes the enterprise indetail, and in the meantime, introduces the research findings of scholarsand experts of practical fields from home and abroad, thus puts forwardmanagement suggestions on application of BSC to improve the performanceappraisal system. Firstly, it summarizes the development history of theenterprise’s performance appraisal, and gives an analysis of the currentperformance appraisal system. Secondly, it proposes some problemsexisting in the current performance appraisal system from the perspectiveof the managers of the enterprise, such as incomplete appraisal content,the content appraised being not able to support the company’s strategy, appraisal indicators being too complicated and no focus being emphasized,all of which show the necessity of introducing the performance managementthrough BSC. Finally, SWOT analysis method is used to analyze deeply theadvantages, disadvantages, opportunities and challenges the enterpriseowns after being restructured. BSC theory is used to draw the strategicmap for the case enterprise and study the BSC indicator system structureand indicator proportion of operation departments and different divisions;further on, relevant optimized proposal of performance appraisal systemis put forward.This paper, based on the enterprise strategic objectives, vertically,carries out strategic objectives in different operating levels anddepartments; horizontally, establishes the performance appraisal systemin accordance with the indicators of some aspects that are correlative,of mutual promotion and in causal relationship, thus realizes theperformance management both vertically and horizontally. It provides aplan for optimizing the performance appraisal system of the Unicom Companyand also references for other companies in the application of BSC. At thesame time, there are still some problems of this study due to the limitof different factors. Main problems are that: a complete discussion isnot conducted on the whole process performance management of theenterprise; social responsibility is not fully included in the appraisal;and no discussion is carried out on the link up between BSC and enterpriseinformation system. Based on the real conditions of the company and thecontinuous follow-up feedbacks of executive situations of previousstudies, a following study will be conducted to adjust and improveperformance management system, give a full play to the synergistic effectand make sure that the BSC performance management system is in accordancewith the strategic requirements of the enterprise being studied.