| Since China’s reform and opening up, with China’s tobacco monopoly systemand management system to continuously improve in the reform practice, China’stobacco industry presents a sustainable and healthy development momentum, andChina’s tobacco industry is also growing in the reform. However, after China joins inWTO, with China’s tobacco industry actively exploring the international market,China’s tobacco industry is facing with great pressure from the competition of theglobal tobacco giants and itself system reform and management. Among the pressurefrom the tobacco company management, performance evaluation system plays animportant role. Scientific and reasonable performance evaluation system is importantto realize the strategy development for modern enterprises, and analyze and estimatescientifically the performance of tobacco companies in China is of great significanceto the whole of the tobacco industry development.Tobacco companies have a special monopoly in the development of Chinesemarket economy. State superintendence of tobacco industry operates under theprinciple of unified leadership, vertical management, and monopoly operation. In thismode, China’s tobacco industry performance evaluation system is mainly based on thefinancial index, emphasize enterprise’s return on capital and assets and liabilitiesstructure financial indicators. Though this model has played a positive role inpromoting our country tobacco industry to maintain a high-speed developmentmomentum to some extent, with the implementation of the strategy of "going out",this kind of appraisal system has exposed many shortcomings, such as lead toenterprise pursue high financial index while ignoring other indicators, pay attention toimmediate interests and ignore the long-term interests, cause the short-term behaviorof enterprise management, and eventually lead to the international competitiveness ofChina’s tobacco industry is low. In addition, the current tobacco industry performance evaluation system is difficult to reflect the real tobacco enterprise’s performance,also can’t meet the need of the tobacco companies to realize strategic development.Based on the principle of the balanced score card, this paper synthesize financialindicators and non-financial indicators to construct the performance evaluation systemof Shandong Qingdao tobacco co., LTD which aims to analyze and estimatescientifically the comprehensive development level of performance of the companyfrom2008to2012. The purposes of this paper are to put forward the optimizationadvice and guide our country tobacco companies to improve the operation andimprove the efficiency of management. The paper can be divided into six parts and itsmain contents are as follows：Introduction to the first part of the main topics on the background of this paper,at home and abroad on the current status and major research ideas. The second part ismainly about the introduction to the theory which performance evaluation related,mainly including tobacco company performance evaluation theory and the balancedscorecard theory, and the related theories are reviewed.The third part analyzes the status quo of performance evaluation, mainlyintroduces the company profile, the performance evaluation system present situationand main problems, and analyzes the existing problems. In the end of this part,analysis of the company introduced the necessity and feasibility of the balanced scorecard.The fourth part is to design the company’s performance evaluation index system,which is the key to our entire research. So we choose reasonable comprehensiveindicators that reflect the company’s strategic goals to design the system based on fourdimensions of the BSC. The fifth part covers the fourth and fifth chapters, is to use theabove performance evaluation index system and the data from2008to2012, toevaluate the company annual performance and put forward some countermeasures foroptimizing. The sixth is divided into conclusion and prospect, to summarize this paperand review the prospect of tobacco industry as well. |
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