平衡计分卡在酒店战略管理目标制定中的运用

Application of BSC in Goal Setting of Hotel Strategic Management

中国酒店行业的快速增长,使得行业竞争不断加剧,包括五星级酒店在内的高端酒店市场竞争尤为激烈。每个酒店必须实施有效的战略管理,才能应对复杂的竞争环境,保持酒店长期稳定的发展。战略目标的制定是战略管理的首要步骤,只有制定全面、可衡量的、可执行的、可监控的战略目标,才能让酒店战略管理落到实处。平衡计分卡作为一种有效的战略管理工具,能够从财务、客户、内部流程、学习与成长四个维度对酒店的战略目标进行全面有效地诠释。本文以平衡计分卡为主要理论工具,试图阐述其对酒店战略目标制定中所起到的价值。通过战略地图这一重要转化方式,将酒店的目标转化为平衡计分卡的表现形式,以确保制定的目标具备均衡性、可衡量性、可控性、可验证性和前瞻性的特点。为酒店战略管理的有效实施打下坚实的基础。

The Chinese hotel industry is growing fast with exacerbated competition, especially in upscale hotel. Each hotel should implement effective strategic management to face complicated competitive environment and maintain stable development. Target setting is the first and critical phase of strategic management. The proper strategic management must have a set of balanced, measurable, executable and controllable targets. The Balance Score Card is an effective tool for strategic management. The BSC can define hotel strategic target form different dimension of finance, customer, internal process, learning and development. The paper will study the value of BSC for hotel strategic target setting. The strategic map is an important transforming method between hotel target and BSC. It＇s can ensure the target can be balanced, measurable, controllable, verified and foresight, and it＇s will be the basic step of hotel strategic management.