摘 要：现代房地产业已经成为我国国民基础经济之一，被誉为我国“国民经济的晴雨表”，而且还与金融、商业一起成为我国经济的三大支柱产业。随着我国市场经济的不断发展，房地产业在国民经济中的比重会越来越多。然而我国房地产企业的发展现状却不容乐观,与国外众多的房地产企业相比,存在较大差距,比如说企业技术和管理水平较低,开发和竞争实力较弱。所以当国外房地产企业大举进入我国市场, 我国房地产企业将面临巨大危机。为了改善我国房地产企业的现状，保持房地产业继续快速可持续发展，必须建立一系列与市场经济发展相适应的、能与国际接轨的制度和保障措施,建立科学的房地产企业绩效评价制度和方法其中之一。
平衡计分卡是20世纪90年代在美国兴起，并在全球范围得到推广应用的具备战略思维的企业经营绩效评价方法，是一个把企业远景目标、战略转化为具体战略行动，并予以量化指标测评、反馈，将绩效评价与企业战略紧密结合的战略性绩效评价系统。平衡计分卡在众多世界一流企业及西方国家一些实力强大的商业银行和保险公司等金融服务企业成功应用的经验表明，它是房地产企业在急剧变革的信息化新金融时代用来科学评价经营绩效，应对竞争危机的有效战略工具。本论文的主要目的就是要尝试将平衡计分卡应用于我国房地产公司，探构建出确实可行，适合我国房地产企业经营管理实践的绩效评价系统，为我国房地产业的发展前途引入新的思考。
全文共分三章进行论述，结构及思路如下：
论文第一章较为详细的介绍什么是平衡计分卡，以及它的背景，如何产生及其发展过程，并对BSC的内容做了详细的解释。
第二章，对我国房地产企业现状的分析，面对激烈的环境，企业需要利用BSC来整理自己，为将来的发展做好打算。对房地产企业如何建立平衡计分卡，建立平衡计分卡体系做了一些介绍，我国企业面临实施平衡计分卡的一些障碍和解决的方法。
第三章是对文章的总结，并发表一些自己的看法。
关键词： 平衡计分卡 战略地图 战略中心组织 目标管理 业绩指标评价系统
ABSTRACT
Modern real estate industry has become one of China's national economy based economy，known as "national economy in China, the barometer"，but also with the financial and business together in our economy of the three pillar industries. With the development of market economy in China, the real estate industry in the national economy, the proportion will be more. But China's real estate development of enterprise is not optimistic, and many of the real estate enterprises abroad, gap, for example enterprise technology and management level is low, development and competition weaker. So when foreign real estate enterprises in China market, our country into real estate enterprise faced huge crisis. In order to improve the present situation of China's real estate enterprises and keep sustainable development of real estate industry continued rapid, must establish series with the development of the market economy, and can adapt to the international system and safeguard measures of the real estate enterprises and establish a scientific performance evaluation system and method one.
The balanced scorecard is in America in the 1990s, and is widely used in the global range of strategic thinking of business enterprise performance evaluation method, the enterprise is a strategic vision and strategy into action, and quantitative evaluation and feedback, performance evaluation and enterprise strategy of combining the strategic performance evaluation system. The balanced scorecard in many western countries and the world first-class enterprise, some powerful commercial Banks and insurance companies, such as financial services companies successful application experience shows that it is real estate enterprise informatization of changes in the new era of financial performance evaluation for scientific and effective strategy of crisis coping with competition. The main purpose of this paper is to try to balance scorecard used in China's real estate company, agent, constructs a feasible suitable to China's real estate enterprise management practice, the performance evaluation system for the future development of real estate industry in China to introduce new thoughts.
The article is divided into three chapters, structure and ideas are as follows:
The paper introduced in detail in chapter 1: what is the balanced scorecard, as well as its background, how to produce and development process, and the content of BSC makes a detailed explanation.
The second chapter in our country, analyses the current situation of the estate enterprise, the face of the fierce environment, the enterprise needs to arrange themselves using BSC, for future development plan ahead. For real estate enterprises, how to establish the balanced scorecard, establish the balanced scorecard system were introduced, Chinese enterprises face BSC some obstacles, and the solving methods.
The third chapter of the article is summarized, and some of their views.
Key words：BSC(balanc
