The Research On Social Performance Evaluation Of Real Estate Enterprises Based On Sustainability Balanced Scorecard

With the deepening of the concept of sustainable development, the increasing amounts of negative news of the real estate enterprises and the maturing of macro-economic control policy, it has arouse wild awareness among political circles, business circles, educational circles and society of how should real estate enterprises undertake corporate social responsibilities and how to fulfill its duty of corporate citizenship. Therefore social performance evaluation of corporate has become the important research part in the field of strategic management. Nowadays only a few of the real estate enterprises has internally implemented social performance evaluation. Moreover, most real estate enterprises uses a common evaluation system but without reflecting their own particularity, uses financial quantitative indicators but without considering the social qualitative indicators, pays most attention to shareholders and consumers while ignoring the community and environment, uses the evaluation results as the internal longitudinal comparison guide while ignoring the importance of intra-industry horizontal comparison and benchmarking learning. Therefore, the real estate enterprises should consider the important role of internal processes and external environmental factors in the social performance evaluation, set a more comprehensive social performance evaluation model based on own characteristics, clarify own position in the industry based on the appraisal, constantly adjust and improve own sustainable development strategy, combine own strengths with stakeholder’s, and finally obtain sustainable competitive advantage.Based on domestic and foreign literature, this paper summarizes research status of corporate social performance and social performance evaluation, analyses generation and application of sustainability balanced scorecard which will be used as theoretical analysis tool. By observing and thinking of the characteristics of Chinese real estate enterprises, macro-economic control policy and low-carbon economy, this paper introduces sustainability balanced scorecard theory into the social performance evaluation, depicts strategy map from five dimensions of External environment, Financial, Customer, Internal business processes, Learning and growth and their causal chains, then builds framework, selects indicators and determines the weight. Eventually, this paper builds a social performance evaluation model of real estate enterprises based on sustainability balanced scorecard.This paper adopts literature review and qualitative research method to summarize and make comments on indicators of relevant literature, uses the Delphi method to screen and refine indicators and score the weights, and calculates the weight by Analytic Hierarchy Process. Using Case Analysis method, this paper chooses a typical real estate enterprise to apply the social performance model, and obtains the results of the evaluation by questionnaires and Fuzzy Comprehensive Evaluation method which will provide a reference for the subsequent study of social performance evaluation model.It is an application-oriented research of constructing social performance evaluation model of real estate enterprises. This paper has proved the validity and practicality of the model via analyzing typical cases. The evaluation model includes various dimensions and reasonable and detailed indicators, based on which real estate enterprises should undertake corporate social responsibility. This paper has conducted field research and questionnaire survey of experts, enterprise and its stakeholders, the data achieved are authentic. This paper has made quantitative evaluation of the situation that how an real estate enterprise fulfill its own corporate social responsibility, which is helpful for other real estate enterprises to carry out self-examination within the enterprises and develop lean management through benchmarking.