Research On The Improved QSPM Matrix Applied In The Strategy Evaluation Of Real Estate Enterprises

With the increasingly reinforcement of the government's macro-control and harsh competition in the real estate market, the strategy evaluation and decision of the real estate enterprises become more important nowadays. Although domestic scholars have done extensive research on the evaluation of strategy evaluation, and mainly focused on quantitative analysis. This paper will be focused on the method combined with both qualitative and quantitative analysis method because of the complexity, subjectivity and uncertainty in strategy evaluation, which make the evaluation and decision more practical and reasonable.This paper try to put a synthesis algorithm called "DHGF", which combined with fuzzy math and gray system, into the quantitative strategic planning matrix. With the advantage of the fuzzy math and gray system, the defect of the QSPM (Quantitative Strategic Planning Matrix) such as subjectivity, information incompletion will be well remedied.Finally take the improved QSPM into the application of the representative real estate enterprises in Zhejiang, and analyzes the enterprises'strategies. The evaluation results manifest the adaptability and practicality of the evaluation model.