Study On Strategic Optimization Of GZ Company Based On Balanced Scorecard Evaluation

In December 2014,the Ministry of Transport issued Opinions on Deepening Transportation Reform Comprehensively,which clearly pointed out to "work on the port management system,promote the integration of port resources and promote the intensive and integrated development of ports in regions".At present,the coastal provinces in China have basically completed work on the integration of port resources.Considering the verity and complexity of port industries in the pearl river delta area,in 2017,the Guangdong provincial government has made a decision to push forward integrating port resources on both sides of the Pearl River leading by Guangzhou port and Shenzhen port.As the port operator with the largest business scale and the strongest comprehensive service ability in Guangzhou,GZ company has put forward another strategy on resource expansion（horizontal integration strategy）besides the original port hub strategy.While speeding up the construction of deep-water terminals and improving its port handling capacity,GZ port should take advantage of the favorable window period supported by the government to speed up the resource integration of ports in the pearl river delta,to further expand the market share,thus cementing its market position.Since listed in stock market in 2017,the company has accelerated the implementation of resource expansion strategy,successively acquired Zhongshan port,and cooperated in the construction of Foshan Gaohe port,Maoming port,Yunfu Logistics Port,Shaoguan port and Jieyang port.In the rapid expansion process,the company encounters some problems.Using the strategic evaluation tool of balanced scorecard,this thesis analyzes the implementation of the existing strategy from the four dimensions,and come with an evaluation reslut.Facing issues like weak profitability,weak linkage after port integration,unsatisfactory capital operation ability,decline in bridge efficiency of key terminals,and no significant improvement in employee productivity,GZ company still has problems in organizational structure,human resource management,corporate culture and core competence.By using PEST and Five Force tools,and further analyzing the external environment of the enterprise,this thesis analyzes the macro environment and industrial environment faced by the company,and the internal resources of the company.Thus the thesis put forward aims at strategic optimization.To strengthen the management after terminal integration,and strengthen the business linkage between the existing terminal and the integrated terminals are the main optimization content.At the practical level,this thesis gives the optimization scheme in the adjustments in organizational structure,human resources and core competence.Guarantee measures will be applied in three aspects:management support,corporate culture support and financial support,to ensure that company would achieve a better reslut from the smooth implementation of strategic optimization.