Research On Performance Evaluation Of Balanced Scorecard In ZR Real Estate Company

With the continuous development of the national economy and the increasing diversity of customer needs,enterprises need to face a more intense and unpredictable market environment.If an enterprise wants to stand out in the understanding of the competitive environment,it must clearly understand the market environment,formulate a suitable strategy according to its own development,and establish a corresponding performance evaluation system.The real estate industry is an important pillar of China's national economy.At the same time,the large amount of capital investment,long construction cycle,and slow capital turnover are also unique to the real estate industry.With the continuous increase in the number of real estate companies and the impact of national macro-control,this has made the real estate companies more severe.The challenge requires enterprises to continuously improve their management level,improve their core competitiveness,and form unique competitive advantages.At this stage,the operation and management of enterprises have become very complicated,and a single performance evaluation method is often difficult to comprehensively analyze and evaluate the operation and management of enterprises.Therefore,enterprises should adopt scientific evaluation methods to evaluate and measure enterprise performance and economic value.The research cases of performance evaluation and balanced scorecard at home and abroad mostly focus on service industry and manufacturing industry,and there are few studies on the design of evaluation indicators for small and medium-sized real estate companies.This article is based on performance evaluation,balanced scorecard as the tool,and ZR real estate company as the research object.Based on the research and analysis of existing relevant data,the questionnaire survey is used to analyze the existing performance evaluation system of ZR real estate company.Investigate and analyze the existing problems,draw up a strategic map of the company,decompose the company's strategy layer by layer from four dimensions to determine the evaluation indicators of each dimension.Subsequently,use the analytic hierarchy process to determine the weights of each index,and the fuzzy comprehensive evaluation method was used to verify the effectiveness,and proposed safety measures,establishing a complete set performance evaluation system.ZR Real Estate is a non-listed small and medium-sized real estate company.The problems encountered in performance evaluation are also the problems that many similar companies need to solve.Therefore,the research in this paper is helpful to provide corresponding program support for similar enterprises in performance evaluation,and has certain reference value.It is hoped that the investigation and research in this article can provide ZR real estate companies with practical and effective help in performance evaluation and contribute to the related research on performance management of other small and medium real estate companies.