The Study On The Performance Evaluation Of Company A Based On Balanced Scorecard

As one of the strategic industries in China’s national economy,tourism is of great significance in promoting economic growth.In the context of big data and digital transformation,smart tourism,as an industry that utilizes technologies such as the Internet,big data,and artificial intelligence to provide intelligent,personalized,and convenient tourism services,has received strong support from the government,and its industry development space is constantly expanding.Therefore,studying the performance evaluation of smart tourism companies and assisting their development is of great significance for promoting the healthy development of the smart tourism industry.Based on the above background,this paper takes A Smart Tourism Company as the research object,combines the characteristics of the smart tourism industry,uses questionnaire surveys and Analytic Hierarchy Process to construct a performance evaluation model from the financial dimensions,customer dimensions,internal process dimensions,and learning and growth dimensions of the Balanced Scorecard,and conducts empirical analysis of A Smart Tourism Company’s performance.Research has shown that for smart tourism companies in emerging industries,introducing a balanced scorecard for performance evaluation of A smart tourism company is effective.Based on the analysis of the characteristics and performance evaluation results of A Smart Tourism Company,the following suggestions and measures are proposed to improve its performance in various dimensions: firstly,in terms of financial dimensions,by accelerating the standardization of mature product services and optimizing customized product service pricing strategies,optimizing the product service structure,achieving economies of scale and high value-added returns,and improving the sales revenue structure,Improve the company’s operating profit margin.Secondly,in terms of customer dimension,strengthen cooperation with professional precision promotion service providers,multi-channel advertising placement,and strengthen collaboration with marketing teams to improve the conversion effect of advertising placement.Thirdly,in terms of internal processes,increase research and development investment to improve product quality and functionality,improve user experience,achieve economic and reputation benefits for customers,improve customer satisfaction and loyalty,and encourage customers to increase their demand for smart tourism product services and operation maintenance.Fourthly,in terms of learning and growth,increase employee training efforts,establish a sound employee training system,and strengthen the construction of company culture to promote employees’ ability to improve work and innovation.The application of these suggestions can help improve the performance level of A Smart Tourism Company.