Influence of subjective factors on SWOT analysis and the countermeasures

This paper points to a common question which will warp the results in application process of SWOT analysis.That is we can not avoid adding subjective factor.At last,we sum up the reasons and the influence of the above problem,and from three aspects advance ways—Delphi Method,the structure of business units and the decision maker's rational thinking,we offer ways to slove the problem.