Research On Application Of Balanced Scorecard In Performance Evaluation In The Real Estate Enterprise

With the continuous development of market economy in our country, the social commercialization degree is higher and higher. Together with the changing market environment and the diversity of customer needs, business competition is increasingly fierce. If enterprises want to gain a foothold in the market competition, they must have a clear understanding of environment of itself, and constantly make strategic adjustment to track the effect of their strategic planning. For the strategy how to evaluate the effect of this problem, it requires the enterprise to establish the corresponding performance evaluation system according to their own development. The real estate occupies an important position in the national economy. Due to the high capital investment, long return period, realization difficulty and easy affected by national economic policy, it makes the development of real estate enterprises unstable. Therefore, the performance evaluation plays an important role in developing the real estate enterprise healthy and sustainably.Performance evaluation is the key link of enterprise human resources management.After years of development, it has gradually formed a complete system. The enterprise employee is the evaluation object of performance evaluation. Adopting scientific and reasonable evaluation methods for enterprise employees not only promote the increase of employee performance, but also promote the development of the enterprise. Since Norton and Kaplan proposed the idea of applying the BSC to the enterprise performance evaluation, the effect has been widely recognized. The BSC is not only focus on performance evaluation, but also pay attention to enterprise strategic management. It examines the financial indicator as well as the non-financial indicators. The Balanced Scorecard is not only provides a framework of innovation performance evaluation system,also provides a train of thought and method between enterprise’s strategic management and performance appraisal system. Thus, performance evaluation system has become an integral part of strategic management.This paper begins with the theory of performance evaluation and the Balanced Scorecard theory. Through telephone interviews, interviews and questionnaires, I analyzethe target company’s original performance evaluation system and the strategy of the real estate enterprise, combining theoretical research and practical operation. It is the core of this paper to establish a real estate company performance evaluation model combined with the concrete practice. Drawing on the successful experience, I use the Balanced Scorecard as a tool to the real estate enterprise’s performance evaluation, which combines the enterprise strategic target and department working behavior effectively. Based on extensive investigation and analysis of the real estate enterprises’ characteristics, I have designed a complete and scientific system consists of four dimensions, which are financial dimension, customer dimension, internal business process dimension and learning and growth dimension. First, I assess each indicator and ask ten experts to grade them. And then, I use the Analytic Hierarchy Process(AHP) to determine the indicator weight reasonably and fairly. The methods of establishing the performance evaluation system can provide top managers some certain reference value in the aspect of performance management practice. And providing a specific model and example for the real estate enterprise correctly using the balanced scorecard to improve management performance is the core aim of this paper.