Evaluation Of Enterprise 's Goodwill Based On Analytic Hierarchy Process

As the economic structure adjustment, the enterprise mergers andacquisitions between also intensified. Goodwill evaluation has become in the content of the enterprise mergers and acquisitions can not be ignored, the value of the goodwill evaluation is also more and more get people’s attention.Goodwill evaluation is a kind of intangible assets evaluation, but it started relatively late, development is slow, the theory is not enough mature. Goodwill evaluation study is helpful to improve the level of evaluation personnel in our country’s practice and to prevent the loss of state-owned assets. Smoothly at the same time, goodwill evaluation study helps to promote property rights transactions and companies understand their own image, enterprise value and improve their reputation and management level. Therefore, the method of evaluating the goodwill has certain the oretical significance and practical significance. Form goodwill cost to eventually form the influence of the value of goodwill is not directly, that is to say, the value of the goodwill and its formation of the cost is no direct relationship, and the influence factor for the formation of goodwill and more complex, it is difficult to decompose and does not conform to the principle of synthesis of this law, so the possibility of using the cost method to evaluate goodwill is very small. Because each enterprise goodwill has its particularity and is unable to compare with others on the market and be evaluated enterprise goodwill the same or similar reference. Therefore, it is difficult to use the market method to evaluate goodwill. The main idea is to discount income method. According to the earning power of assets, to predict its future earnings, the expected return to fold into the present value of the estimated time for evaluating the price of the asset. Goodwill often depends on whether there is a value can bring more than the industry average excess returns in the future, which is conformed to the principle of income method and definition. As a result, the income approach is goodwill evaluation and is also the most reasonable method to be used.