Study On The SQ Tobacco Company Performance Evaluation Index System Used For The County Branch Companies

In the new normal of China's economy,in order to get a breakthrough in the new market situation and outperform their competitors,enterprises must improve their own management level and optimize methods and results of performance evaluation.The object of study in this paper,SQ,is a municipal tobacco company.After decades of development,the SQ Tobacco Company has achieved great success.However,with China having joined the WTO and gradually loosening the restrictions on cigarette import,domestic tobacco commercial enterprises are facing great challenges.Meanwhile,as "the Advertisement Law","the Charity Law","the healthy Chinese 2030 Planning Outline" and "Interim Measures for the Administration of Internet advertising","the Domestic Cigarette Packaging and Labeling Regulation" and other laws and regulations,which are relating to the performance of tobacco control policies,have issued,domestic tobacco-control performance environment becomes increasingly serious.In this situation,the purpose of writing this article is to explore the SQ Tobacco Company performance evaluation index system used for the county branch companies.According to the actual situations,we try to help SQ Tobacco Company establish a set of evaluation index system used for the county branch companies,and provide a scientific reference for the development of the SQ Tobacco Company.This paper firstly reviews the literature.Next it defines the performance evaluation methods,the particularity of the tobacco industry and other related basic theory of evaluation.Then,it contrasts and analyzes four kinds of performance evaluation methods,as below,the balanced scorecard,key performance indicators,360 degree evaluation method and target management method.Afterwards,it studies the case of Balanced Scorecard deeply applied to Qingdao Tobacco Company in Shandong Province.At the same time,it assesses the present implementation of the SQ Tobacco company performance evaluation index system used for the county branch companies.Finally,it points out four problems:Part of evaluation index selection is inappropriate;The evaluation index can not reflect the company strategy and it is more and more complex,which affects the guiding role of employees;Part of the evaluation index has poor scalability and is lack of practical operability.The weight coefficient of evaluation index is unscientific and lack of argumentation.Therefore,the current performance evaluation index system is nothing to be done about the future prediction.Based on the basic principles and objectives of index design,this paper analyzes the applicability of the balanced scorecard method in Tobacco Company and finally selects the Balanced Scorecard as the framework of this design performance evaluation index system.Next,combining with the strategic objectives of The SQ Tobacco Company,and through the strategic map method,this paper decomposes the strategic objectives of the SQ Tobacco Company,and finally determines the strategic goals that county branches should undertake.After building the strategic map and defining the indicators that should be undertaken by the county branch companies,we select the performance evaluation index from the four angles of the balanced scorecard,concretely abstract strategy into executable language,and finally select the performance evaluation index that can be used for this research.Then we use Delphy Method and AHP to assign weights to all angles,and form the final performance evaluation index system of SQ tobacco companies to county branches.Based on the theoretical framework of the balanced scorecard,the index system has established two level index system from four perspectives:finance,customers,internal processes and learning growth,including 4 first-level indicators and 24 second-level indicators.The weight coefficient of each level index is determined by the analytic hierarchy process.After that,we chose four county-level sub companies under the jurisdiction of the SQ Tobacco Company as an evaluation sample to carry out an empirical study.The specific operation process:Firstly,to ask the experts for the quantization score of each index from four County branches;Secondly,to distribute the weight of the index system;Thirdly,to calculate 2017 performance scores of the four county-level branches.At last,to compare the results with those of the current performance evaluation system of SQ city.Established in this article,the method of the performance evaluation index system of the SQ city to the county level branches is reasonable,and the system is comprehensive and systematic.The index system has been empirically studied,and the relevant experts believe that it is reasonable,credible,effective and easy to implement.The innovation of this paper lies in using the Balanced Scorecard and Analytic Hierarchy Process(AHP)to build a performance evaluation index system,which insures that the established performance evaluation index system is doubtlessly comprehensiveness,systematism and hierarchy.In the meantime,the researchers has took into account the industry characteristics of tobacco companies and has got the solution of the universal problems in the performance evaluation index system.And the solution certainly has practical guiding significance for the same industry.