Management Practice Research On Implementation Of The Balanced Scorecard In Sinotrans Air Transportation Development Co.Ltd.

Running to today the Balanced Scorecard (BSC) is considered one of the most influential management ideas during the past few ten years and becomes a world famous operating method of the strategic measurement and management in practice. Nowadays under the tremendous external and internal operating pressure, more and more domestic enterprises are trying their best to bring the BSC into effect and making deeply researches. But owing to many irresolvable puzzling problems in the application process, they mostly deviate the BSC's core theory and original intentions in varying degrees and affect the actual effect. Therefore it remains realistic and manipulative for the paper to select the BSC's implementation practice research in a large-scale joint-stock company– Sinotrans Air Transportation Development Co. Ltd. (Sinotrans Air), where the author holds a post.First of all, this paper makes the definition for the BSC, and expounds the three core ideas and the basic inscape of the BSC based on the relevant theory. Then it goes into particulars the implementation background of Sinotrans Air, emphasizing the importance of the all-round systemic analysis to the corporation. Finally this paper respectively analyzes the outstanding problems appeared in different implementation periods, tabling relevant proposals and countermeasures, according to the BSC's basic theory and those successful experience in other enterprises.The former studies of the BSC mostly emphasized on theoretic aspect, technical perspective and overseas experience as well. Especially the analyses of failing causes are not thoroughly given. This paper makes a research and an analysis from the view of domestic's implementation practice, according to the BSC's basic theory and design principles, uses positivist, comparative and documentary methods, tries to find effective solutions so as to promote the successful implementation ratio, improve the whole range performance in enterprises and gain the competitive advantage. It also aims at offering some reference on the implementation practice research of the BSC in domestic enterprises.