The Establishment Of The Most Suitable Strategy Of Intangible Assets Strategy To Chinese Old-brand Enterprise

With the upcoming of intellectual economy, the intangible assets exert more and more important influence on the producing and operating processes. In some cases, they even become the main resources of enterprise value-creation. Thereafter, the emphasis on intangible assets should not concentrate on managing, but on operating intangible assets on the basis of management, so as to make intangible assets play a more important role in the creation of core competition and process of value-creation in enterprises.With the special identity, Chinese old-brand enterprises are facing a serious crisis. People begin to pay their attention on saving them. So the study on how to operate the old-brand enterprises has great value.This paper simply introduces the basic theory of intangible assets and their operation. It distinguishes the intangible assets which have great influence on old-brand enterprises. Furthermore, this paper make SWOT analysis on environment and inner factor, including political environment, economical environment and culture connotation, so as to find the critical developing factor. This Paper gives some advice about how to operate the intangible assets of old-brand enterprises.This paper also classes the old-brand enterprises according as the operating mode of intangible assets. Finally, established a model of the collocation of intangible assets, constituted the analysis method of how to the importance of every single intangible asset. This paper gave some scientific gist about the advantages. This paper made a analysis about a demonstration of Lao-Tongcheng.