Application Of Balanced Score Card (BSC) In DA Company’s Strategic Management

With the change in business environment and the increase in market competition,strategic management has gained attention among enterprise managers. Over the past twodecades, management theories and consultant firms have all focused on how to establish thestrategies which can bring about outstanding performance and the strategy establishment hasalways been considered to be the most important. However, a latest investigation indicatesthat most of professional managers focus more on strategy implementation, which is the mostimportant factor in forming enterprise value. This thesis takes DA Company as the studysubject. In order to increase enterprise market competitiveness, smoothen internal proceduresand increase customer satisfaction level, DA has made the following adjustment to the presentstrategic management system: reestablish the strategy according to both internal and externalenvironment and the possessed strengths and weakness, and realize the implementation,evaluation and control of the company’s strategy through introducing Balanced Score Card(BSC) into the company. The framework for the thesis is as follows:Chapter One: Introduction. This chapter makes a brief introduction to the researchbackground, research content, research significance, and research framework of the thesis.Chapter Two: Company’s Present Situation. This chapter makes an explanation to DAproduct’s present situation, the company’s technical level, production capacity, managementsituation, future development and the main problems encountered by the development.Chapter Three: Establishment of Company’s Development Strategy. This chapteranalyzes DA development’s macro management environment, the industry situation, thedomestic and foreign opponents’ situation. SWOT analysis methodology is applied to identifyCompany’s strengths, weaknesses, opportunities and threats. Finally in this chapter, DA’sspecific development strategy is established according to the analysis result.Chapter Four: Application and Practice of Balanced Score Card in DA’s StrategicManagement. This chapter discusses about how to establish an effective strategic managementsystem in accordance with DA’s present situation. BSC method is applied to break down thestrategic objective and relevant criterion and weight are established. The target is set uprespectively on the four dimensions, namely finance level, customer level, internal procedure,study and growth. And BSC is established respectively on the company level, vice presidentlevel, and department level, thus a complete BSC index system is formed. Finally in thischapter, BSC is applied to carry out the strategic evaluation, control and feedback. Chapter Five: Guarantee Measures. This chapter proposes five specific guaranteemeasures for the implementation of strategic management mode based on BSC. The proposalof these measures provides guarantee for the further improvement on BSC and for developingthe strategy into a continuous process.