Research On Strategic Performance Management System Of PR Advertising Company

In recent years,with the continued popularity of smart phones,the upgrading and application of 4G networks,and the development of mobile clients,China's mobile Internet advertising service industry has flourished and the competition has become more intense.The industry reshuffle of mobile internet advertising platforms has accelerated In this growing stage of the industry,where the competitive environment is complex and changeable and the competition in the same industry intensifies,it is of great significance to study the company's strategic deployment and strategic landing on the sustainable competitive advantage of the company.Effective strategic performance management is a visual tool for strategic positioning.It can implement corporate strategy,achieve corporate strategic goals,and realize corporate value orientation.At present,the research of strategic performance management mainly focuses on the strategic performance management framework design,evaluation index system and other fields.There are few scenarios in the mobile Internet advertising industry in the complicated and highly variable growth industry environment.PR advertising company is one of the earliest companies engaged in e-commerce strategy research and internet marketing in China.This article uses this enterprise as a case to conduct a strategic performance management scenario research under the complex and volatile mobile advertising industry environment.Based on corporate strategy,strategic maps,and strategic performance management theory,this paper uses the literature research method,field investigation method,case study method,quantitative and qualitative combined research methods,and carries out the internal and external environment and performance management of PR advertising companies.Observing and analyzing,on this basis,summed up the company's development strategy,the development of the evaluation of the company's existing performance management characteristics,performance management problems.Based on this,it discusses the optimization strategy of the strategic performance management system that matches the "focusing differentiation strategy for providing accurate marketing services to top customers".First,draw a strategic map of the PR advertising company,and visualize the company's strategy through strategic maps.Second,design the KPI index system based on strategic maps and balanced scorecards at the company,department,and individual levels to quantify the strategic goals.The proposal for optimizing the operational model of strategic performance management has led to the agreement of the strategic objectives of the three levels of corporate organizations,departments and individuals.The research results will play a positive role in promoting the optimization of the strategic performance management system of PR advertising companies,further enhancing the performance of enterprises,and achieving the sustainable development of corporate strategies.Performance management system has certain reference significance.