Case Study On The Performance Evaluation Of Semir Based On The Balanced Scorecard

Since the outbreak of COVID-19,as an important part of the national economy,the clothing industry,like other industries,is facing competitive pressure from domestic and foreign markets.In recent years,the inventory problem in the traditional clothing industry has not been resolved,the impact of foreign brands has been facing,and industry competition has continued to intensify.In this context,how local clothing companies respond to market impact,how is the performance,and what aspects to improve corporate performance is a question worth thinking about and in-depth research.This thesis selects the top company Semir in the clothing industry as the case object.Through the balanced scorecard comprehensively evaluated its performance,and found its strengths and weaknesses,and put forward suggestions for further improvement of performance in order to be able to help improving business activities and further improve Semir and other clothing companies’ performance.Through performance evaluation and analysis of case companies,this thesis found that the balanced scorecard covers multiple dimensions,which is more comprehensive when evaluating the performance of enterprises.It can analyze the multi-level performance of clothing companies.Secondly,through performance evaluation of Semir,it was found that its comprehensive performance in the past three years was better.The profitability of financial dimensions is average,the inventory turnover rate is good,the growth capacity is insufficient,and the debt capacity is strong;the main brand market share of the customer dimension is leading,the overall market share of the enterprise is better,the influence of SEMIR brand needs to be enhanced,and the brand satisfaction is still insufficient.The inventory of liquid assets of internal process dimensions is better,the account receivables are not good,and the cost during the period is reasonable.In terms of learning and growth,enterprises attach great importance to R & D and have good employee quality.In response to the lack of performance of Semir,this thesis puts forward suggestions for improving performance as follows: first,set up account receivable management departments,improve credit policies to optimize account receivable management;second,optimize brand positioning,strengthen brand marketing to improve the influence of the SEMIR brand;the third is to enhance the quality of products and services,enhance the brand image management to enhance the overall brand satisfaction.The conclusion of this thesis hopes to provide useful reference for using the balanced scorecard to evaluate the performance of clothing enterprises,improving business management activities and enhancing business performance.