Research On Performance Evaluation Of CJ Real Estate Company Based On Balanced Scorecard

Since the reform and opening up,the real estate industry has always been an important industry related to the national economy and people’s livelihood.China’s real estate industry is ushering in a new period of development with a series of new development opportunities.However,it should also be noted that the macro policy of "housing but not speculation",the impact of COVID-19 and the bottom line requirements of "three red lines" not only put higher requirements on real estate enterprises,but also intensified the competition within the industry.In this case,real estate enterprises urgently need a set of performance evaluation system that can contain financial factors and non-financial factors,balance long-term strategy and short-term behavior of enterprises,so that enterprises can survive in the white market competition for a long time.Therefore,among the numerous performance evaluation tools,the Balanced Scorecard has gradually become the most convenient and popular management tool for organizations.Balanced Scorecard(BSC)is an effective management tool for managing strategy implementation,measuring performance,going beyond mere finance and communicating vision,strategy and performance requirements to stakeholders.This paper starts from the performance evaluation of performance management,based on the balanced scorecard theory,using questionnaire survey method,investigation and detailed analysis of CJ real estate company performance evaluation status and problems.Through the analysis of corporate strategy,the strategic objectives of the enterprise are refined,and the strategic objectives are decomposed into the daily work of each department step by step.From the corporate vision,values and tasks,the four dimensions of finance,customers,internal processes,learning and growth are refined,and the strategic map is drawn.Then the key indicators are worked out,and the target is stratified through the analytic hierarchy process.The relative priority weight is calculated through the feature vector of the matrix,and then the weight value of the total target is calculated,and the consistency test is carried out to determine the weight.Moreover,in order to make the performance evaluation system based on balanced scorecard run normally,the study also puts forward corresponding safeguard measures at the end of the article.This paper aims to analyze the status quo of balanced scorecard in performance appraisal system and its implementation in enterprises by summarizing relevant concepts and basic theories of balanced scorecard and combining with enterprise performance evaluation theory.It is found that by exploring and applying BSC,enterprises can better promote the realization of optimal resource allocation,greatly improve the management efficiency of the organization,and truly improve the defects and problems of the single performance appraisal system of enterprises,which is more in line with the strategic development requirements of the company and promote the realization of the strategy.