The Research On Performance Evaluation Of Travel Agency Business In China

From the perspective of managers we know that "if you can't measure it, you can't manage it". In recent years, performance evaluation has been the focus of the theory and business circles whether at home or abroad, and it is a very important component of enterprise performance management.Two international events, 2008 Beijing Olympic Games and 2010 Shanghai World Expo will be held in China, and they will bring good opportunities and broad prospects for the development of Chinese travel agency industry, travel agency industry will become increasingly prominent in the role of tourism and the national economy. Therefore, how to manage travel agency industry well and how to evaluate its performance results have been concerned by more and more risk investors, business executives, shareholders, employees and other stakeholders. However, there are many disadvantages about the traditional relying solely on financial indicators to evaluate the performance of the travel agency industry, I believe that, in order to evaluate the performance of Chinese travel agency industry better and to help it to achieve sustainable development, it is necessary to choose the correct methods which are benefit to fulfill the business performance and strategic objectives, and to design the performance evaluation index system scientifically and rationally, according to its own characteristics and the environment.By analyzing the Balance scorecard's advantages and using theoretical research and empirical example methods combined together, this paper introduces and recommends it to the strategic management system. Considering the trade characteristics of Chinese travel agency industry, this paper establishes the performance evaluation system from financial index,customer index,inner process index and study and grow up index. Finally,taking Enterprise Group A travel agency for example, the paper probes into how to import and apply the Balanced Scorecard, offering reference for scientific and reasonable evaluation of our travel agency business.