Research On Optimization Of Strategy Based On SWOT And AHP

With the developing of global economy, China is closer with the whole world. theeconomic environment is changing more quickly. In such a competitive corporateenvironment, corporate strategy is more crucial to its own healthy development and steadyrunning, and it is also the base of its own growth. So how to formulate a scientific corporatestrategy is an important issue that corporate facing. Accurately analyzing businessenvironment and objectively selecting corporate strategy is very important both in theory andrealism.SWOT is a widely used strategic analysis method. It is also an effective analysis tool ofbusiness competition and market position. It greatly improves the usability in strategy thatcombined corporate strategy and business environment. However, due to the lack ofquantitative analysis SWOT is limited to the qualitative analysis, the decision-makingover-dependents on the ability and knowledge of decision maker, which is obviously has greatlimitations. Additional SWOT just analyze the environmental factors include strengths,weaknesses, opportunities, threats, But it doesn’t include the analysis method of theimportance of the environmental factors and the methods of the decision-making. So itdoesn’t apply to strategic analysis when the amount of analysis date becomes large or have tochoose the best strategy.AHP is effective method of analyzing complex problems. In this way the decision-makerbreak down a complex problem into a lot of levels and factors. By a simple comparison andcalculation it provides the importance of strategies that help the decision-making.This paper presents a new model based on AHP and SWOT. it combined the advantagesof SWOT and AHP to improve the analysis ability of SWOT.