Esearch On Performance Evaluation Of Xi’an GE Shopping Mall Management Group

As the global economic globalization structures, competition in the retail industry becomes increasingly fierce. As a result, the application of balanced scorecard (known as BSC) in performance management is also deepening. In order to survive and develop in the fierce competitions, enterprises must make full use of their performance evaluation system derived from their strategies and competencies. Whereas the traditional performance evaluation system with financial indicators at the core fail to meet the requirements of enterprises, reform on the previous performance evaluation system turns out to be a trend. Researches focusing on strategy of BSC application in performance management of shopping malls seem to be of vital importance practically for steady and sustainable development of retailers in China.This paper targets at Xi’an GE Shopping Mall with a combination of different methods, i.e. empirical research and normative analysis, questionnaires and field interview, case study and data analysis, qualitative and quantitative analysis etc.. Taking into account of the current performance management status and analysis of its causes in GE Shopping Mall, related theories on BSC in the literature at home and abroad are reviewed, application of BSC in GE Shopping Mall is investigated, studied, designed systematically. Thus application strategies, methods and steps of BSC implementation are worked out for GE Shopping Mall.This study is not only beneficial to the healthy development of the large shopping malls in China, but also supplementary in an effective manner for researches on Shopping Mall performance management in Xi’an. Moreover, it can serve as a guideline for further adjusting, perfecting, and applying BSC strategy in performance management of GE Shopping Mall.