Research On Performance Appraising Of Real Estate Enterprises Based On Balanced Score Card

With the rapid development of our country’s economy,the fundamental social contradictions have undergone profound changes,people’s material and cultural needs are increasing day by day,and the requirements of products and services are becoming more and more diverse,which also makes the competition among enterprises more intense.Facing the ever-changing external market environment,if an enterprise wants to stand out,maintain its own competitiveness,and achieve long-term goals,it must have a profound insight into the market situation,make a practical development strategy based on its own operating conditions,and establish a suitable performance evaluation system.As the basic consumption demand of people’s basic life,real estate has laid a solid foundation for the economic development of the whole country,and at the same time,it has also played a key role in the country’s global influence.Capital,construction period,and capital turnover also create the uniqueness of the real estate industry.Real estate companies have appeared increasingly in recent years,which add to the challenges of the industry.The national macro-control adopts a tightening strategy,which makes real estate companies face more severe challenges,which requires enterprises to continuously improve their own management systems,enhance their core competitiveness,and form unique corporate competitive advantages.At present,the operation and management of enterprises are changing,and it is difficult to achieve the expected results of the enterprise by using only one performance appraising method to conduct accurate and comprehensive analysis and evaluation of the enterprise.Based on this situation,enterprises should adopt multi-dimensional appraising methods to evaluate and measure enterprise performance and economic value.At this stage,most scholars at home and abroad take the service industry and manufacturing industry as examples to analyze and study the impact of performance appraising and the balanced score card,but there is a lack of appropriate research on the problems arising from the design process of evaluation indicators for small and medium-sized real estate enterprises.This paper uses the Balanced Score card to conduct a performance evaluation study on the W real estate company,and design a questionnaire survey based on the existing company situation and the management status of the W real estate company.Focusing on the current performance evaluation of W real estate company,the performance evaluation indicators are determined from different dimensions,and the importance of data is confirmed through the combination of the analytic hierarchy process and the fuzzy comprehensive evaluation method.As an unlisted small real estate company,the company has exposed the weakness of performance evaluation in the same industry.In this thesis,it provide considerable reference value to solve the general demand problems faced by the small real estate industry in the actual production process,and at the same time,it can give guidance on the idea of establishing an internal performance evaluation system for enterprises.