| Summary: | 碩士 === 國立屏東科技大學 === 高階經營管理碩士在職專班(EMBA) === 98 === Abstract
Student ID: N9765021
Title of Thesis: A stady of Taking Balanced Scorecard as Strategic Management Tool-Use Hengchun Airport as an Example
Total Pages: 128
Name of University: National Pingtung University of Science and Technology
Name of Department (Institute): On-the-Job Class of Executive Master of Operation and Management
Graduation Time & Abstract Category: The 2nd Semester in 1998 School Year---Abstract of Master Degree Thesis
Graduate Student: Syu Ming-Guei Advising Professor: Dr. Lin Yongshun
Contents of Abstract:
The balanced scorecard guides the strategy implementation and control by the measurement indicators of the 4 main aspects of finance, customer, internal process and study & growth and through the causality of the measurement indicators, making them become the management tools of strategy implementation and performance improvement.
In view of the situation that Hengchun Airport is confronted with operation recession and financial losses, this paper, without prejudice to the Hengchun Airport’s business purpose, takes foreign airport as a reference in terms of all national commercial operation and management modes, deregulation of relevant executive laws and decrees, as well as enterprise-style operation and management mechanisms, in order to make Hengchun Airport adjust to unique features that are more suitable to its own operation strategies in terms of operation and management, strengthen state-owned public property and increase the use effectiveness of proceeds. However, it is a topic worthy of discussion on how to turn the Hengchun Airport into positively activating application, from negatively static management, to promote the property application efficiency, create asset value and realize the land use value.
This research takes Hengchun Airport as research object, adopts the methods of case study and is based on the literatures and theories such as balanced scorecard, airport operation and management, and strategic management, etc. Besides, after conducting group discussion, SWOT analysis and integrated data research and analysis, this paper establishes the balanced scorecard’s four major aspects’ strategic objectives, measurement indicators and action programs, finds out the causality of these strategic objectives and obtains the strategic map of the case studies. Finally, this paper makes conclusions and suggestions according to research results. This research obtains the following results:
1. The SWOT (strength, weakness, opportunity and thread) theory raises the SW strategy, fully developing strength (superior and perfect public facilities and strong service team) and improving weakness (few flights and insufficient sources of revenue); and mainly grasping opportunity (Hengchun Peninsula’s sightseeing industry and cross-industrial cooperation) and avoiding thread (impact from “down mountain” wind and national defense security) by OT strategy.
2. Group discussion results show that relevant laws and decrees are suggested to deregulate and the airport should, without affecting the flight safety, set up cooperation with local government and develop cross-industrial cooperation to push forward the activation of public facilities, create airport’s diversified operation strategies and other items as the main basis of strategic action program of constructing the balanced scorecard.
3. After conducting group discussion and SWOT integrated data analysis, this paper establishes four major aspects’ strategic objectives of balanced scorecard, measurement indicators and specific action programs, and constructs the causality connections of the strategic map, which can help the case contribute to the perspective goal of “serve customers, maintain operation forever”.
Key Words: Balanced Scorecard, Airport, SWOT Analysis, Strategic Management
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