Research On Performance Evaluation System Of HSD Real Estate Company Based On The Concept Of BSC

The real estate industry has been the basic and pillar industries of the national economy. In recent years, the growth of the real estate industry account for large percentage of the GDP. And the percentage shows an increasing tendency. However, "China’s real estate inventory policies of the third quarter of 2014", which was released by Index Academy of China, pointed out that the real estate industry of China has shown a continually weakness, and a large number of cities appear inventory pressure. At the same time, the government began to do everything possible to increase the stock, more and more local governments cancelled the policy of purchase restrictions, the central bank and the CBRC also made full relaxation of credit limit policy, Chinese real estate regulation since entered a new cycle. The new external environment facing by the real estate industry brought more stringent requirements to real estate business, which was reflected in the performance management of real estate companies. However, the performance evaluation system in most real estate enterprises is incomplete, they generally lack strategic considerations. The system of balanced score card comes of businesses, most of them are private companies. Therefore, the aim of balanced score card is to promote the development of private enterprises. As a performance evaluation method based on corporate strategy, the balanced score card not only evaluate the company at present time, but also in the future; not only evaluate the final result, but also the process, which quite fit the requirements of the strategy of a company. Therefore, this paper, which combined the balanced Scorecard performance method with the real estate business, has important research value.CRLAND’s parent company is China Resources Ld., which is one of the most powerful central enterprises. In recent years, more and more central enterprises entered the real estate industry in China, and more and more percentages were counted by central enterprises which were operated directly by the central government of China. Therefore, the study of CRLAND can help to study most powerful real estate enterprises in China. The real estate business HSD is one of real estate enterprises subordinate regional branches, all of the real estate business in H subordinate regional branches has been ranked in the top few, operating performance has been more prominent, and other large branch of learning to become a model. Therefore, this paper discuss HSD real estate companies to build BSC performance evaluation system for the study, which not only provide guidance suggestions for the future of the real estate business HSD establish performance evaluation system, other regional branches affiliated real estate companies to improve more H performance evaluation system to make a model of the effect, but also gives more inspiration for other central enterprises directly under the real estate enterprise performance management.Firstly, by the summary of several common methods of performance evaluation related theories review, analyze their strengths and weaknesses, and give a clear corporate strategic goals for the Balanced Scorecard. Then, the paper reviews the literature on the Balanced Scorecard by Chinese scholars based real estate enterprise performance evaluation system. And through the analysis which are summarized in this article, the overall framework of Balanced Scorecard will be applied to the real estate business. Next, this article focuses on the current development of China’s real estate industry, real estate companies and HSD, and found important issues which HSD facing, and to determine the next stage of the strategic objectives of the real estate business to make HSD guidance. Then, this article analyzed performance management system, which used by real estate enterprises, and the problems which existed in the performance management system. And then, we point out the necessity of using the Balanced Scorecard for HSD Company.At the end of all the preliminary analysis, the article began to talk about the build process of the Balanced Scorecard performance management system which HSD Company use. From the strategic objectives to determine the strategic objectives of financial, customer, internal processes, learning and growth decomposition of four dimensions, from the design of performance evaluation of each indicator to determine the weights, articles for HSD real estate company to build a set of system the performance evaluation system. Finally, the article points HSD discuss issues of real estate companies to implement the BSC conducted, including: the premise of security, classification implementation, application and results of feedback and continuous improvement.