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论文编号：	11047
作者编号：	2320170813
上传时间：	2019/12/4 14:06:03
中文题目：	A广播电视台基于平衡计分卡的频道业绩评价研究
英文题目：	Research on Performance Evaluation of Channels from A Radio and Television Station Based on Balanced Score Card
指导老师：	王志红
中文关键字：	业绩评价；平衡计分卡；评价指标
英文关键字：	Performance evaluation；Balanced scored card；Evaluation indicator
中文摘要：	随着媒介融合发展，广电集团成为一种新型的企业形式，广电企业如何在管理机制上相应调整成为一个新颖话题。业绩评价通过设置业绩指标促使企业寻找关键成功因素，形成自己的竞争优势，因此业绩评价可以作为一个突破口。 A广播电视台作为转企改革的代表，各频道在经营环节陷入恶性循环：一边是广告收入减少，员工待遇降低；另一边是节目成本增加，节目市场反馈不佳，从而使营业利润下滑。本文采用问卷调查的形式，探究了A广播电视台现有频道业绩评价存在的问题，期望通过改变频道业绩评价方式去适应经营管理要求。 平衡计分卡作为先进的管理工具，设置了四个维度，将企业战略分解成具体的业绩指标，系统地进行业绩评价。A广播电视台运用平衡计分理论对各经营单元进行业绩评价，既可以衡量各频道在广告收入和费用支出的平衡关系；又可以衡量各频道员工流失和培育的情况。因此用平衡计分卡进行频道业绩评价既能使经营业绩更加真实合理，也能增进员工的归属感。 通过选取A广播电视台的2个频道为比较对象，分别基于平衡计分卡和现有方法进行频道业绩评价的分析，具有反差的结果有效验证了目前频道业绩评价存在的不足：没有重视企业发展战略的频道得分高于重视者。这对A广播电视台的整体经营方向产生了不利的影响——追求高成本的电视节目，缺乏对新媒体建设的资源投入，以及不能保证节目质量。 “所测即所得”，运用平衡计分卡进行频道业绩评价能够倒逼A广播电视台各频道科学经营，度过发展的“拐点”。A广播电视台是广电企业融合发展的缩影，希望本文能够给其他广播电视台在频道业绩评价的优化改革提供参考思路。
英文摘要：	With the development of media convergence, broadcasting group has become a new form of enterprise. How to adjust the management mechanism of broadcasting enterprises has become a new topic. Performance evaluation prompts enterprises to find key success factors and form their own competitive advantages by setting performance indicators. Therefore, performance evaluation can be used as a breakthrough. As the representative of enterprise transformation reform, each channel of A Radio and Television Station fell into a vicious circle in the operation: on the one hand, the advertising revenue decreased and the treatment of employees decreased; On the other hand, the program cost increases, and the program market feedback is not good, which makes the operating profit decline. This paper adopts the form of questionnaire survey to explore the problems existing in the performance evaluation of the existing channels of A Radio and Television Station, hoping to adapt to the requirements of operation and management by changing the performance evaluation mode of channels. As an advanced management tool, balanced scorecard sets up four dimensions, decomposes enterprise strategy into specific performance indicators, and systematically evaluates performance. A Radio and Television Station uses the balanced score theory to evaluate the performance of each business unit, which can not only measure the balanced relationship between advertising revenue and expenditure of each channel; It can also measure the staff turnover and cultivation of each channel. Therefore, the channel performance evaluation with balanced scorecard can not only make the business performance more real and reasonable, but also enhance the sense of belonging of employees. By selecting two channels of A Radio and Television Station as the comparison objects, the channel performance evaluation analysis was carried out respectively based on balanced scorecard and existing methods. The contrasting results effectively verified the shortcomings of the current channel performance evaluation: channels that did not pay attention to the enterprise development strategy scored higher than those that did. This has a negative impact on the overall business direction of A Radio and Television Station -- pursuing high-cost TV programs, lacking resources investment in the construction of new media, and failing to guarantee the quality of programs. "What you measure is what you get". Using balanced scorecard to evaluate the performance of channels can force channels of A Radio and Television Station to pay attention to the scientific management of media and get through the "inflection point" of its development. A Radio and Television Station is the epitome of integrated development of broadcasting and television enterprises. It is hoped that this paper can provide A reference for the optimization reform of performance evaluation of channels belongs to other broadcasting and television stations.
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