Balanced Scorecard Based Performance Analysis Of Diversification Strategy In Beijing Offcn Education&Technoloegy Co.,Ltd

In recent years,China’s economy has developed rapidly,and many industries are facing transformation and upgrading.In order to gather more professional talents in the society,the country pays more and more attention to the development of vocational education.On October 12,2021,issued on the opinion to promote the development of modern vocational education quality,vertical penetration is put forward to promote vocational education in different levels,different types of education horizontal run-through,basic build modern vocational education system in 2025,skilled comprehensively advancing social construction,and encourage the listed companies,leading enterprises for vocational education,It provides support for the diversified and multi-level economic business model of vocational education enterprises.In 2020,due to the sudden outbreak of the novel coronavirus,the national economic situation was on the decline,the demand for employment decreased,and the unemployment rate reached the highest level since 2018.The unemployed could not find new employment opportunities quickly,so they may turn to improving their skills,providing opportunities for vocational education enterprises to expand the market.Vocational education industry in the short term has also been the impact of the epidemic,but after a short "hit",the industry a new development opportunity,online teaching service become a new economic growth point,the enterprise to seize market,pouring into research and development of science and technology,create personalized education mode,online teaching mode innovation,deeply integrated with the science teaching.In addition to changes under the impact of the epidemic,the sinking of vocational education market has also become a development trend in recent years.The vocational education industry is strongly supported by the state in terms of policies.In terms of the market,the capital input on the supply side of the market increases,competition intensifies,and consumer demands on the demand side of the market are diversified.In the face of the changes in the industry situation,the single development mode of enterprises is limited,so we should take the initiative to seek diversification and innovation of business model,and lead enterprises out of the ceiling dilemma of single track.This paper further classifies the vocational education market into diploma vocational education and non-diploma vocational education,mainly studying non-diploma vocational education.Beijing Offcn Education&Technology Co.,Ltd is selected as the research object.The enterprise is a comprehensive enterprise in the domestic vocational education market.In order to break the industry ceiling limit and avoid the risk of single track operation,relying on the vertical integration rapid response system to expand and implement diversification strategy.Products span the recruitment track,vocational skills and vocational examination track.The market has expanded from first-and second-tier cities to towns and villages.The enterprise has a large scale of development,and belongs to the leading enterprise in the non-academic vocational education industry.The diversified business layout mode has reference significance for the whole industry.This paper first sorts out scholars’ studies on diversification and balanced scorecard,then expounds the characteristics of the non-academic vocational education industry,the internal and external environment it faces and the development of the case enterprise,selects corresponding indicators based on the characteristics of non-academic vocational education industry,and constructs a performance analysis system with balanced scorecard tool.On financial,customer,internal processes,growth and innovation dimensions,on the basis of comprehensive analysis,qualitative and quantitative analysis of the Beijing Offcn Education&Technology Co.,Ltd’s diversification strategy,according to the judgment matrix,and composite scores of each dimension score between less and better comprehensive performance,diversified strategy significantly improve the operating performance of companies,a leading position in the industry.Finally,it summarizes the problems existing in the development of Beijing Offcn Education&Technology Co.,Ltd,and puts forward suggestions for the development of non-academic vocational education enterprises,hoping to bring reference and inspiration to the development of other enterprises in the same industry.