The Research On The Performance Evaluation Plan Of Securities Company Based On Balanced Score Card

The Balanced Score Card(BSC) is one of the most outstanding company performance evaluation systems at present. After proposed in 1990 s, it was rapidly applied in the developed countries. A normal BSC takes the company’s strategy as the objective basis and the strategic goal will be subdivided into four dimensions: the financial dimension, the customer dimension, internal operation dimension and the learning and growth dimension. Moreover, these four dimensions are not independent of each other. A causal connection, on the contrary, is linked to achieve the company’s financial goals. Although the BSC system are successfully applied in many large international corporations such as Mobil Oil Corp and Coca-Cola, this application is not very extensive in China and still sticks at the initial stage.Facing the rapid development of market economy and the diversified demand of the society, the strategic goals of the securities industry transformed as customer oriented and creating value for customers. In the situation, the BSC performance evaluation system should be adapted and accepted to the securities companies to achieve its strategic goal comprehensively and effectively. This paper mainly elaborated the related theory knowledge of the BSC from the following four aspects. At first, a brief introduction of the BSC is concluded as the theory support for later use. The second introduces the case of ZX Securities Shenyang branch and its current situation and problems of applying the BSC system. An analysis about the feasibility and necessity of utilizing BSC of ZX Securities Shenyang branch is presented in the third part, which clears the strategic goals of the company of the presence year and therefore developed a strategy blueprint for the company. And then redesign the index of the four aspects. The new system determined the weight of each index more scientifically and efficiently. In the last part, the author lists the problems, which ZX Securities Shenyang branch should pay attention to when implementing the BSC system.