Evaluation Of The Performance Of The Real Estate Listing Corporation Based On Evidential Reasoning Approach

Along with China continue to promote the market-oriented reform, the real estate industry is rapidly becoming an important industry driving Chinese economic growth. the real estate industry has a strong relevance with many other industries, not only with a large-scale industry value itself but also had promoted development together with the construction materials、metallurgy、property management industry and so on.Real estate listed company as leader of the real estate industry, which represents the overall strength of this industry and reflects the industry’s overall outlook. The quality of its operating performance has a direct related to the healthy development of the real estate industry and the vital interests of investors. The condition of real estate listed company has a great relationship with the country’s macro control policies. It’s healthy development is the focus of common concern of the majority of scholars, investors and the the relevant regulatory authorities. Therefore regularly performance evaluation on real estate listed companies is very necessary. Scientific evaluation of the performance of listed real estate companies can help companies recognize their own operation strengths and weaknesses, strengthen the business advantages and improve business disadvantage in the process of the develop and implement of the strategy, thereby improving the operating conditions of companies. At the same time, it can help the consumers to have a correct understand about real operating performance of the real estate listed companies, to provide the judgment to select the developers, the evaluation results also provide the basis for the supervision on the Real estate listed company.This paper is based on the domestic and foreign research status of the performance evaluation of real estate listed company. It point that the traditional performance evaluation system based on financial index has the shortcomings like focus only on short-term interests、without a forward looking、pay no attention to the evaluation of intangible resources. However, to create a performance evaluation system which contains financial and non-financial indicators can more fully reflect the actual condition of the firm performance. Therefore Based on the characteristics of the real estate listed industry this paper add the non-financial indicators like the customer perspective and the social perspective to the performance evaluation system of the real estate listed company, and use the Newton interpolation to get the value function of financial indicators. According to the data features of value function and non-financial indicators create the new evaluation standard of financial and non-financial indicators. Finally, taking into account the shortcomings when The existing evaluation method for processing a number of indicators fusion problem. Evdential reasoning approach is used in this paper, comprehensive strength ranking the top 20 published on the official website real estate listed companies were selected to be the object of study. To synthesize the evaluation value of financial and non-financial indicators of these real estate listed companies for five years from 2010 to 2014, and the evaluation results are also analyzed.