Sinotrans - DHL International Air Express Co., Ltd. wasofficially established in Beijing on December 1, 1986. Since theestablishment of the company, with the rapid growth of China'seconomy, Sinotrans DHL has also made remarkable achievements.Sinotrans DHL is a company with a strong integration of westernmanagement and eastern culture. The general manager of China isfrom Singapore, where China and the West are integrated. Since1998, Sinotrans DHL has started to implement Robert Kaplan'sActivity-Based Costing (ABC) in three joint ventures in Beijing,Shanghai and Guangzhou. Through the use of ABC, DHL Sinotrans has afurther understanding of the cost structure and the costdifferences in different regions of China, which effectivelyassisted the formulation and management of cost benchmarks, andprovided more valuable information for the company to formulatecompetitive and profitable price policies, helping the managementto more effectively formulate the company's overall strategicobjectives.
DHL Sinotrans is very satisfied with the results achieved afterapplying activity-based costing, and decides to continue to usethis management theory to continuously improve internal proceduresand provide better services to customers. At the same time, RobertKaplan's management tool, Balanced Scorecard, attracted theattention of Sinotrans DHL. It happened that Sinotrans DHL set 2002as the "year of service". This was originally a project tostrengthen internal service awareness, but there are 2800 employeesin 39 regions across the country. It is an extremely difficult taskfor every employee to improve their service awareness and attitudetowards customers. Sinotrans DHL realized that the balancedscorecard can match the internal organizational structure and helpthe company develop a model that combines management objectives andreward system, so it decided to implement the balanced scorecard.Sinotrans DHL first established the company's vision strategy,namely "Market leader", to provide the highest service to customersin the international express industry, which is the strategic goalof Sinotrans DHL.