Research On The Problem And Construction Of Chinese Performance Enterprise Intangible Asset Evaluation System

With the development of market-oriented economy, intangible assets have began to replace tangible assets and become a kind of significant resource of keeping modern enterprises core competition as well as a necessary approach of acquiring excess profit. Especially in the era of knowledge-based economy, intangible assets possessed in the companies can be viewed as one of the standards for industrialization and key index on measuring developmental potential of a company. In order to display the great influence and high effect well, intangible assets should be managed and estimated scientifically and effectively. At present, academic in our country have started to research the estimation of intangible assets in modern enterprises.However, the research, compared to foreign countries, need to be done more. This article takes intangible assets of performance firms in China as research object so that exploring a kind of estimated system applicable to our country’s performance firms.To be specific,we should identify estimated methods and models based on constructing concrete estimated index system and evaluate the market value of all kinds of intangible assets of performance companies of our country.This article is divided into eight chapters.Chapter1indicates that it is more and more important for modern companies developing intangible assets, and that about this field, the academy in China is still in a weak stage.Furthermore, this paper introduces the research object, which is concerning the problems and construction of estimation system of intangible assets in our country, and demonstrates research background, research target and purpose,research contents as well as research innovation and shortages.Chapter2includes two aspects.One is about analyzing the situation of intangible assets in our country’s companies.Firstly, intangible assets can be defined "the resource which are controlled by specific bodies, have no concrete physical form, perform influence and acquire benefits in a long period for companies’production and operation."Then accounting for the traits,classification and effect on the development of modern enterprises of intangible assets. The other, according to reviewing related literatures about researching intangible assets of companies, demonstrate that main research are focus on how intangible assets influence companies’performances, managements and calculations of intangible assets. Chapter3researches the estimations of intangible assets and discusses the definition, purpose, influence and the problems of intangible asset estimation. Meanwhile, the article introduces three methods of intangible asset estimation, which are present earning value method, current market price method and cost of replacement. After reviewing related literatures about intangible asset estimation, we summarized four research aspects, which are methods research of intangible asset estimation, theories research of intangible asset estimation, risk analysis of intangible asset estimation as well as regulation and management of intangible asset estimation.Chapter4discusses the connotation, traits and classification of performance companies and points out that although the development of intangible asset estimation in our country make a large boost, there still exists some problems. For examples, some performance companies have fewer works with high quality because of lacking of the innovative awareness; some performance companies are short of advanced operation philosophy and prominent management talents; some performance companies only have simple marketing channels and do not form diversified marketing systems.Chapter5analyzes the factors influencing intangible asset estimation of performance companies in our country and some problems confronted by them. The study finds that the factors influencing intangible asset estimation of performance companies in our country include circumstance factor, technology factor, market factor, culture factor, law factor and so forth. Besides, there are a number of problems confronted by performance companies, such as defective laws and regulations, unclear estimation scope and standard, weak attention and chaotic management; non-uniform estimation methods and imperfect materials; etc.Chapter6constructs a set of estimation system for performance companies of our country.Firstly, identify the estimation index system of performance companies of our country, which are traditional intangible assets (including land-use right, franchise right, non-patent technology), modern intangible assets1(including actors/stars value, human capital, enterprise brand, entrepreneurial capital) and modern intangible assets2(including external relationship, creative property, works copyright, business secret, marketing network, audience satisfaction). Secondly, choose the appropriate estimation methods and models based on different types of intangible assets. Apply cost approach to estimate land-use right, present earning value method to franchise right and non-patent technology, estimation method raised by Darlene C. Chisholm to actors/stars value, earning method and cost method to human capital, Interbrand method to enterprise brand, real options valuation to entrepreneurial capital.Take advantage of discounted cash flow technique and analytic hierarchy process to estimate modern intangible assets2.Finally, calculate the values of all kinds of intangible assets separately.Chapter7makes an empirical analysis for the estimation system constructed in Chapter6.The article chooses Anhui and Peking Opera Theater in An Hui Province as research empirical case, and constructs the estimation index system of intangible assets with combined to the realistic development and the present intangible asset condition, which are traditional intangible assets (land-use right), modern intangible assets1(actors/stars value, human capital, enterprise brand), modern intangible assets2(external relationship, creative property, works copyright, audience satisfaction). Then calculate the marketing value of all the intangible assets in this theater in terms of the estimation system of intangible assets.Chapter8puts forward related policies and suggestions on the grounds of problems and difficulties contained in the intangible asset estimation of performance companies in our country.These are exploring scientific and rational methods; identifying the estimation purpose and object; expanding the extension of intangible assets;integrating and regulating estimation constitutions;setting up and improving the law and regulation system applying for estimating intangible assets;reinforcing the theory construction and cultivating estimation talents;promoting the estimation information system of intangible assets; establishing network estimation data base; expanding classical cases of intangible assets evaluation of performance companies and identifying evaluation criterions;setting up communication platform and animating evaluation market.