平衡记分卡的房地产动态联盟绩效评价研究

BSC-based Performance evaluation of dlynamic alliance real-estate

动态联盟成为房地产企业增强竞争优势、抓住市场需求、提高核心竞争能力、完善经营方式的主要途径之一,但是如何对房地产动态联盟建立评价指标,采用一定的方法进行绩效评价,将直接影响到整个联盟的绩效以及联盟经营的成败。针对这一问题,本文运用平衡记分卡,在财务层面、客户层面、内部程序层面和学习与成长层面建立完整的指标评价体系,把企业联盟的战略目标与实现过程联系起来,并使用模糊评价的方法全面测评动态联盟,改善动态联盟的绩效。

Dynamic Alliance become one of the real estate enterprises to increase competitive advantage,to seize the market needs,enhance core competitiveness,and improve the way business,but how to create dynamic alliance of real estate evaluation,the use of certain methods of performance evaluation,the directly affect the performance of the whole Union,and the success of coalition operations.For this problem,use of BSC,the financial level,customer level,internal processes and learning and growth levels to establish a complete index level evaluation system,the business alliance strategic objectives and implementation of a link,and use the fuzzy evaluation comprehensive evaluation method of dynamic alliance,to improve the performance of dynamic alliance.