Research On Performance Evaluation System Of B2C Pharmaceutical Electronic Commerce Company Q Based On The Balanced Scorecard

The rapid development and wide application of computer technology led to a series of revolutionary changes in the field of Internet. In recent years, Internet and e-commerce industry has shown a steady forward momentum of development, but the application of the e-commerce in the pharmaceutical industry was rapid rise associated with the relaxation of the policy in recent years. No matter what traditional pharmaceutical companies, the emerging Internet companies or e-commerce enterprises were entering the medical ecommerce industry, market competition is becoming fiercer, which requires companies have to improve their management capacity, so as to continuously enhance their innovation capability and core competitiveness, and ultimately achieve corporate strategic objectives. For scientific, accurate and effective measure of corporate performance management, continuously improve, perfect, supply traditional premise enterprise performance evaluation system, building strategic performance evaluation system to adapt to the background under a new enterprise strategic management, it is very necessary, also imperative.Q company as a B2 C medical e-commerce businesses, lies in a leading position in the industry, but in order to adapt to the rapid development of the economic environment and continue to enhance their competitive advantage and achieve corporate strategic development objectives and to maximize the value of the business, Q company need explore more scientifically sound performance appraisal system. Paper chooses Q company as case studies, based on the balanced scorecard theory, formulates Q company’s performance evaluation system combing of the industry status quo and the status quo of Q companies.Application of the theory of balanced scorecard, combined with the strategic goals and the status quo of Q companies draw strategy map, to study the company’s performance evaluation model, indicate the direction for the development of enterprises, so that enterprises strategic goals can be grounded and executed, bring simple and clear management tool to business managers in order to enhance the management level and the effect on other companies within the industry management also has value for references.In this paper, the balanced scorecard as the main line of, presented the purpose and significance of the study, interpretation of current research performance management at home and abroad, found insufficient in this area exists of Chinese enterprises, pave the way for the later research. To building B2 C medical e-commerce businesses Q performance appraisal system as the starting point of the study, combined with the industry’s general characteristics and Q have its own characteristics, break down corporate growth strategy from the BSC four dimensions, namely financial, customer, internal business processes, learning and growing, and combined strategy map visualization tool described strategic guidance, direction under the guidance of the strategic objectives broken down into the various dimensions of indicators to construct a performance evaluation system Q enterprises. In calculating the index weight, using analytic hierarchy process which having a high scientific and feasible, select 16 industry experts conducted a questionnaire survey to judge the importance of indicators, and then calculate the system overall indexes, then consistency mathematical test, according to test results for each indicator data re-processing and analysis, re-estimates the system, to obtain the final index weight, ensure that the results of objective, rational, scientific and practical significance. When evaluating the enterprise performance, using of fuzzy comprehensive evaluation method which is high comprehensiveness and universality, select Q’s six senior leadership surveys of Q on the company’s performance indicators, obtained Q’s performance evaluation results by calculating every evaluate score. Using of this method can prevent individuals from thinking limitations and ambiguity, so that the evaluation of high reliability, strong system.In this paper, according the current situation of the company Q to build an effective performance evaluation system, drawn exclusively Q company’s strategic map, and to measure implementation of the strategy by enterprise performance evaluation, found that the management process strengths and weaknesses, the corresponding improvement measures for performance evaluation results. At the same time, also proposed safety precautions of the implementation of performance appraisal system from organization, system and personnel. This paper not only has practical significance to Q’s development, but also has a certain reference value for the performance evaluation of other pharmaceutical B2 C e-commerce businesses.